Libertyville's Allure salon celebrates 25 years in business
Allure Designs Salon + Boutique, 521 N Milwaukee Ave., Libertyville, is celebrating 25 years of service.
Allure started as a small hair and nail salon and throughout the years has added services and retail items, growing into a full-service salon with spa services and a full retail boutique.
"Every small business owner hopes their business will be a success, and I am thankful that Allure has grown into what it is by a community that loves and supports small business," founder Shelly Malizola said.
"I truly believe that my success is because of my incredible team and their commitment to education and collaboration. My business model is unique to our industry, with an in-house program and academy full of committed employees."
The Allure team is composed of employees who are offered health insurance, PTO, profit-sharing bonuses, and many other benefits that are not commonly offered to stylists and aestheticians.
"I think my team gives their all each and every day, and they enjoy collaborating as a team with a vested interest in taking care of our customers," Malizola said.
"They're excited and passionate about the work they do and where they do it, and their clients walk out thrilled with the results."
As a reflection of their service and skill, for the past six years, Allure has been the recipient of one of the most prestigious awards in the salon industry, being named a Top 200 salon by Salon Today each year since 2016.
Allure was also featured during Modern Salons' business celebration in 2020 for the reinvention of the company during the 2020 pandemic.
In addition to providing award-winning service, the team at Allure also believes strongly in community spirit. Each year they proudly make monetary and service product donations to various organizations and charities to help support their clients and their community.
Allure has recently focused their philanthropy efforts on Lake County Haven, a social-service agency dedicated to meeting the needs of homeless women and children. Allure provides hair services for the residents so they can look and feel good when they go out into the job market.
"Seeing the Haven residents feel better about their external appearance as they leave the salon reminds us how powerful salon services are to people's psyche," Malizola said. "I truly love our industry and what it provides for people."
Shelly Malizola is a member of the Chicago Cosmetology Association and the Professional Beauty Association. She is a business coach for salons and small business owners. She graduated from Goldman Sachs 10,000 Small Business program. She serves on the advisory board for multiple cosmetology schools in the area. Malizola also dedicates her time to her community by serving on the board of Mainstreet Libertyville and co-chairs the organization's Economic Vitality Committee.
In 2019, in response to the COVID-19 pandemic, she also founded The Beauty Cloud, which provides accessible aesthetics to women across the globe looking for better skin, quality education and trusted products.
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