All in the family

Palm Coast Observer
Business

Nine of E’lan Hair Studio’s 10 employees have worked together at least five years.

Lucille Dudkewic has been “in hair” for 38 years. She’s Italian, from Long Island, N.Y. She’ has owned six salons. And when she and her husband Tim opened E’lan Hair Studio, at 99 Old Kings Road, Nov. 5, she brought along a handful of her closest friends.

Already, with five other stylists who all left their former jobs to work with her, the store is averaging about 15 to 25 clients per day.

Dudkewic, who one stylist called “our salon mommy,” used to hair-dress in Ormond, until getting fed up with the impersonal touch of corporations. At E’lan, it’s loud and casual. Cake, cookies and candy are out for the taking. Stylists laugh together and occasionally break into dance. Customers, like Wendy Crandall, stay even after their appointments are over, to socialize and enjoy the atmosphere.

Crandall is new in town, and calls meeting E’lan staff a blessing. She actively recruits clients for the shop and makes biweekly visits for touchups.

“I want you to come in and feel like you’re in your own living room,” Dudkewic says. “Come in, have a cup of coffee, talk to people.”

Lorraine Palella, E’lan’s receptionist, is, according to Tim Dudkewic, the “backbone” of the business. It was she and Lorraine who initially thought up the idea to go independent.

“She’s kind of like our right-hand man here,” he said. “She’s like my other wife. Here’s the kind of lady that, you say, ‘I need money,’ and she’ll hand you her bank book.”

All but one of the rest of E’lan’s 10-person staff consists of stylists whom Dudkewic has worked with for five to eight years.

“Everyone who’s known Lucille over the years knows her heart,” Palella said. “They tell me every day. They would follow her to the end of the earth. That’s how we’ve been able to open our doors and have such a clientele within two weeks. I come to work every day with a smile on my face. I get here early, I leave late — because I don’t want to go home! … And the clients feel it.”

In preparation of the store’s opening, Tim Dudkewic, who’ is also lead custodian for Daytona State College, handled the business angle. He and Lorraine visited the Palm Coast Business Assistance Center, and its area manager Joe Roy.

“When we first opened this store, I had no clue where to go with it,” Tim Dudkewic said, “and (Roy) guided me through, from start to finish.”

Roy helped refine their business plan; routinely checked in on their status; helped with finding/working with contractors. And if the Dudkewics were having issues with a city department, Roy would walk next door to city offices and straighten things out.

“He was getting excited the more we talked about (our plan),” Lucille Dudkewic said. “I love that man. You just look in his eyes and it’s like, ‘Ahhh.’”

With the BAC’s help, E’lan opened its doors within a month of finding space. After the process was over, the Dudkewics had invested almost $40,000 in renovations, permitting, furniture and equipment.

But to the Dudkewics, the investment was in family, and worth every penny.

“It was God. I’ve never seen anything come together so fast,” Palella said. “We used to dream about this store over the years. … This is the best thing we ever did.”

“It’s not my salon,” Tim Dudkewic said. “It’s not my wife’s salon. It’s all of our salon.”

For more, call 693-4802.

SERVICE WITH STYLE
Although business has been strong at E’lan Hair Studio its first weeks of operation, owners Tim and Lucille Dudkewic are focusing on more than just sales.

“We’re about, yes, getting new clients. But the thing is: you don’t give back, you don’t get,” Tim Dudkewic said.

With 1,500 square feet, the couple’s salon has space for privacy. One room is dedicated to free coloring and services for cancer patients, including head-shaving, scalp treatments, new growth, wig shampooing and styling.

They’ve also partnered with Daytona State College. Every woman who graduates from the school’s Fresh Start Program, which prepares displaced women for the workforce, is offered a free wash, cut and style. They’re also given hair products, as well beauty products from Avon Representative Bebe Kelly.

One woman from the group will also be chosen for a free makeover.

“How do you go for a job if your hair looks like garbage?” Lucille Dudkewic asked. “(It’s) just to give them confidence … boost their morale.”

The couple performs for free at local festivals and nursing homes, as well, and eventually, they plan to create promotions for abused women.