Without Website or Facebook, Hairdresser Defies Odds With Dormont Studio

Going into business without a website or a Facebook page seems risky in today’s economy. No advertising either? Even crazier, some would say.

But what seems an unconventional business model has worked for Jennie Santorella for nearly two decades.

Santorella has owned Hair Geometrics on Potomac Avenue for 18 years. She has rarely advertised, and doesn’t have a website or use social media for her business. 

“Word of mouth is the best advertising you could ask for,” said Santorella, of Beechview. “I have some customers who have brought be dozens of new customers over the years.”

There is a Hair Geometrics Facebook page, but it’s simply a company listing. It was not created by Santorella, and she does not currently update it.

Santorella said she used to have a website for the business, but shut the site down because it became outdated—and because she didn’t think she needed it.

There are pages for Hair Geometrics in the Google and Yelp business directories, and on other online directories, but Santorella said she didn’t create any of those pages, and doesn’t keep up with them.

Josie Patterson, a Dormont resident and Hair Geometrics customer, said she knew about the studio because she frequently drove past on her way home. She said she likes to support local businesses, and had heard good things about Santorella’s studio.

“I’ve been coming here just about a year. She’s really good,” Patterson said. “If you live in the community I think you should support the local businesses.”

Santorella—who studied at Pittsburgh Beauty Academy, among other institutes, and takes annual training courses in New York—said the secret to staying in business is simple: be dedicated to your business, and committed to your customers. Offer great quality at a fair price.

“Most small businesses go out in the first year or two,” Santorella said. “When you have your own business, you have to be committed. You can’t choose you own hours or just do it totally your way. You have to work for your customers.”

That’s easy, she said, because she loves her customers. The quality of the people in the area has played a major role in her choice to stay on Potomac Avenue, she said, and it’s been exciting to watch new businesses like Thai Spoon and Lucky Cup Frozen Yogurt move in.

“I feel like I have one of the best spots in this area,” she said. “I love it here.”

Santorella said she has built her businesses on great quality at affordable prices. A woman’s haircut is $15, and it’s $8.50 for a men’s cut. She specializes in hair coloring and spiral perms, and also does eyebrow and lip waxing and up-dos for special occasions. 

“The trends change every year,” she said. “Right now it’s color, color, color and curls, curls, curls. That’s my specialty.”

Hair Geometrics is at 1405 Potomac Avenue, and can be reached at 412-344-5590.