We caught up with the brilliant and insightful Verena Starke a few weeks ago and have shared our conversation below.

Verena, thanks for joining us, excited to have you contributing your stories and insights. Risk taking is something we’re really interested in and we’d love to hear the story of a risk you’ve taken.

What is life without taking a risk?

In April of 2018 I decided to take over ownership of a small salon consisting of 6 stations. While business ownership was not my forte, I researched for endless hours and thought to myself, “I can do this.” After speaking to multiple business owners and much hesitation, I took a leap of faith. After 4 years, 2 remodels of our 850 square foot space and a pandemic, I finally started feeling as though I had a real understanding of the in’s and outs of ownership. Ha! Man was I wrong…….

In early 2021 I started toying with the idea of expanding the salon. Though myself and employees loved our quaint space, I really wanted to find a bigger, brighter and more energetic location in an up and coming city in Colorado. I had my sights set on Edgewater! In late November, I found my dream space for expansion and started the process!

I admit it, I jumped the gun on moving my business and was not prepared or versed on city requirements nor the fact that I have to do a change of use on the space I am in. This has caused a major setback, both mentally and financially for myself and employees. Words to the wise, “DO YOUR HOMEWORK.” With an initial set date to open February 2022, we have faced many battles and have yet to be in our new home. I am thankful to have held onto such a strong and uplifting team during this transition.

It’s going to be MAGIC!

As a sole female and minority owned business, I am hoping to rise against the odds and offer a beautiful, welcoming environment for creative hairstylists and clients alike. We look forward to being a part of the thriving Edgewater community!

Verena, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I always knew this industry was my calling. I became an Esthetician in 2006 and worked as a laser technician, then moved on to a salon and spa. On my slower days in the spa, I began assisting the hairstylists and decided this was my next step. I graduated in 2015 from Academy of Cosmetology Arts and started my own salon in 2018! I strive to build genuine relationships with my outgoing and energetic personality. My passion for my career is expressed in every hairstyle and color.

Velvet Rifle is an exclusive Kevin.Murphy Salon and offers an array of services including balayage, vivid color, blonding services, various types of hair extensions and hair cutting. Kevin Murphy focuses on sustainability, renewable resources and recyclable or biodegradable packaging. We are proud to be carbon neutral, as our partnership with Green Circle Salons, allows us to offset our carbon emissions and recover up to 95% of our beauty waste!

Any advice for managing a team?

I feel that managing a team is ever evolving. While we have a business to run, it’s so important to maintain connections to my stylists. I want to validate their feelings or concerns while maintaining a leadership role. At the end of the day, the salon is a second home and it’s ignorant to expect that we won’t come in having an “off” day, it’s my job to set the tone of expectations and energy to be able to bring joy when my staff walks in the door. Setting the team up for success and continuing to maintain confidence in every stylist shows in our work and the way we communicate with our clients and co workers.

What’s been the best source of new clients for you?

WORD OF MOUTH is the tried and true source of new clientele. While we generate new clientele through social media and email marketing, our best source of new clientele is from happy clients. I have relied heavily on my go to subscription to The Thriving Stylist, to help guide me as a small business owner and navigate social media and other forms of marketing.

Contact Info:

• Website: www.velvetriflesalon.com
• Instagram: @velvetriflesalon @v.starke.hair
• Facebook: @velvetriflesalondenver
• Yelp: Velvet Ri-Fle