For Dove and Dove Legendre, compromise has been critical to an enduring professional relationship. "I have been a bit more outrageously creative and out there, and Sonya is a lot more practical," said Dove. Dove Legendre added, "Philippe is more in the middle....There is not a right or wrong. When you put them together, it creates a stronger person."
They foresee several salons in the U.S., including possible locations in Las Vegas, Newport Beach, Calif., and elsewhere in greater Los Angeles. First, they have to fill the Santa Monica location with a staff of 15 stylists and colorists that they choose to pay with a salary rather than on commission. "We have interviewed about 500 hairdressers," said Dove. "A lot of time we are getting people who say, 'I have this amount of clients, and you need me in this salon.' It was such a turnoff. We have gone for people who have great personality."
Dove Legendre said that, in year two, the goal is for the salon, which ended up costing $700,000 to complete, to generate $1.7 million in revenues, about 20 percent from retail, 40 percent from color and 40 percent from cuts and styling. The salon carries Wella, Sebastian and Crazy Color by Renbow products. For color, prices range from $40 for a consultation to $450 for creative techniques from the creative director. Haircuts are priced from $65 to $175.
"We have always maintained a level of modesty....Truly, we are people that will work hard to do everything we can to do our best," said Dove. "So far, every time we have put our heart and soul and mind into something, it has worked out."