Bad Bunny blaring through the speakers and barber capes with the Mexican flag represent just some of the personalized notes of Redwood City’s newest barbershop.
Starting out cutting hair in a shed in his backyard when he was a teenager, German Perez is now co-owner of the newly opened second location of Elevate Barbershop. An “elevated service” is what Perez and co-owner Diego Paredes have always had in mind for the shop.
The music and bantering barbers fill the shop that’s lined with linoleum red, black and white floors, vintage barber chairs and complimentary drinks.
The original location in San Mateo is owned by Paredes and has been running for about six years, and Perez has worked there for about five. After growing their clientele and amassing rave reviews, they knew it was time to expand.
The Redwood City shop, located at 2656 Broadway, is in a prime location next to El Camino Real and generates a lot of clients by the nearby area’s walkability. Perez said that this has resulted in the shop receiving new customers almost every day, which he said is particularly valuable in establishing their place in the community.
“A walk-in can become a client and that client can become family in a matter of time because of the connection you guys make,” Perez said.
That interpersonal connection is what truly makes a great barbershop, the owners said, and both agreed it’s one of the best parts of the job. Barbers work closely to their clients and have to establish a level of trust with them, not just because they’re working on their physical appearance, but because they want it to be a fully inclusive experience.
“From the moment the person walks in the door we work on making them feel welcome, to the moment they leave we want them to feel confident,” Perez said.
German Perez, the new co-owner of Elevate Barbershop in Redwood City, makes an effort to keep the shop clean and presentable.
Ana Mata/Daily Journal
All of the barbers maintain this effort and consideration even when working on each other’s hair. It’s common for happy customers to hop on Facetime as soon as they get off that chair to show off their cut, so they take extra care to make sure it lines up right.
Perez and Paredes began working together years ago and their dynamic has only grown, from being friends to business partners. Paredes this dynamic is special and is glad to have someone by his side at this new location.
“We have the same mindset, businesswise and managing the shop, which is really cool because you can’t really find a lot of people that have the same mindset,” Paredes said. “It helps a lot having someone I can trust and keep growing together with.”
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They both have worked in other barbershops but find a value in being able to create their own environment, where they’re focusing on referencing and honoring classic barbershop style with a modern approach.
The shop’s special, the “Elevated Service,” includes a wash, mask, cut, style and is finished off with a hot towel shave and facial massage. There’s a level of elegance the owners strive for they hope is shown through the care in their services.
Both are from the area and said they appreciate how the local environment influences their two shops. While there may be other barbershops in the area, Paredes said that they get to take in those influences to make their shop unique.
“A simple haircut can bring a smile to any new client that never really experienced that type of service that we provide,” Paredes said. “I’m sure there’s other barber shops out there that provide that but everything blends in with the environment like the people we hire and the techniques and services we give.”
As a new business owner, Perez said he’s grateful for the opportunity to help other people feel confident because in return he gets to grow as a barber as well. He said that it has been a long goal of his to have his own shop, and is grateful to Paredes for working with him to do so.
“I noticed how much of an art it was and how much you interact with people and I felt like that was a place for me,” Perez said. “When I decided to go for it and go to barber school I was 18 and it was probably the best decision I could have ever made.”
The storefront of Elevate Barbershop at 2656 Broadway in Redwood City.
Ana Mata/Daily Journal
Paredes also fell in love with the craft at an early age. His mother has worked in a salon for over 30 years and he said he grew up spending most of his time in her shop. Paredes’ sister also recently got involved in the cosmetology industry and he said that it’s been great to grow alongside one another.
Family not only inspired his trajectory to become a barber, but is something that he and Perez said they value when considering the environment they hope to create in their shop. Customers have already noticed this value instilled in their experience
“We love meeting new clients, that’s why we came into Redwood City to bring that culture here and even create a family with the clients,” Paredes said.
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