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From hairstylists and braiders to estheticians, Treazure Studios, a new beauty salon that opened on April 1, offers suites for lifestyle professionals, gives an opportunity for those in the beauty industry to learn more about running a business and provides a space for the community to get a variety of services done.
On June 26, Treazure Studios held a ribbon cutting ceremony from 11:30 a.m. to 12:30 p.m., attended by Mayor Terry Lynne, as well as a grand opening on June 28 from 11 a.m. to 3 p.m., in coordination with other businesses in the plaza.
“I do real estate, so when I got out the military, I was actually looking for something where I can literally help people [while] also giving them a space,” Owner Dearonne Bethea said. “So, I want to work with more business owners to teach and mentor [them]… what I love to do is really help business owners just be successful.”
Treazure Studios has 27 salon suites, with 13 rented out to different seasoned lifestyle professionals – nine cosmetologists, a laser hair removal business, a hydration IV drip business, braiders and estheticians. Treazure also has two massage therapy licenses, which is often considered difficult to obtain in Farmers Branch. According to Bethea, the salon is hoping to reach full capacity by mid-July.
In addition to Treazure Studios, Bethea has a program titled Treazure University, meant to teach lifestyle professionals more about the business aspects of the industry. Bethea said that the idea came to him when he started touring salon suite models in Tennessee.
“I've been an entrepreneur since I was 28 years old, and I've just been blessed to build businesses,” Bethea said during his speech before the ribbon cutting. “One thing that I was always asking… all the [salon] tenants was ‘how is your retirement set up?’ And they all said one thing – ‘we don't have a retirement, we die behind a chair.’ I went from Tennessee, went down to Dallas, went down to Austin, went down to Houston [and] here – the same thing, but different lifestyle professionals. So, I knew right there that was my calling, and that's what this is.”
Treazure University is split into four phases over the course of 12 months to help with a path to wealth and achieve business success. In addition, Treazure has a lifestyle professional consultant, who helps ensure that the lifestyle professionals are going through the phases, staying on track and getting any needed help along the way.
“This business supports [27] other small businesses, and Treazure Studios was founded to make sure that those small businesses are successful, because if they're successful, we're going to be successful,” Chief Operating Officer Ken Athans said. “A lot of times, the lifestyle professionals, they may not have the business knowledge it takes to succeed, and that's kind of where we step in, making sure that they have the right marketing plan so they can grow their business – they have the foundational stuff, like bookkeeping, EIN operating agreements, they're not mixing personal and business finances and now we take it a step further to make sure they have the right insurances in place.”
According to leasing manager Jocelyn Minor, who met Bethea over a decade ago in the army, Bethea has 82 other businesses. When he brought Minor on to work with Treazure, he told her that he specifically wanted to get her out of her comfort zone of human resources. Now, Minor answers every business call, responds and reaches out to people on social media, tours every person that comes to Treazure, looks at every application, conducts every background check and signs every studio.
“It’s [been] amazing – very time consuming, very rewarding as well,” Minor said. “Once he gave me his vision, I said, ‘I can do that…’ I think it's a perfect concept, that he decided to dump the benefits into the entrepreneur, self-employed person… especially in the beauty industry, because the beauty industry needs it.”
While the Farmers Branch location is Treazure’s first, the goal is to turn the business into a franchise model, with plans for the second location to be in the Trinity Groves area. For lifestyle professionals interested in having a suite, they can check out the Treazure Studios website to book a tour and get in contact with the salon.
“Mr. Bethea is changing the game – he's changing the industry,” Minor said. “He's bringing benefits to the beauty industry, so it's amazing because a lot of estheticians and hairdressers didn't have that growing up… [as for the community], you have so many people that walk by that want their hair done, their nails done, some eyelashes, laser hair removal. We're helping the businesses, and the businesses are helping the community – it all ties together, it all works together.”
