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THIS IS THE STORY OF A LITTLE STORM that grew. Luca Crescia started an entrepreneurial adventure back in the mid-1990s to bring to the Niagara region a concept not seen before. since then, the adventure has grown, along with the passion and dedication of a team of professionals, and there are now three locations in Niagara. That entrepreneurial adventure is STORM hair Group™.
In 1996, the first STORM location was opened in St. Catharines by luca Crescia, who had a vision to create a salon that was founded on the principles of sharing and teamwork. Today, these qualities are fully embodied in the sTorm brand. he also had a vision to bring to customers the best of what the industry has to offer. STORM was the first aveda® Concept salon in Niagara, and it continues to be one of aveda’s leading salon brands in the region.
The team at STORM built a strong following and their 1,000-square foot salon tripled in size. in addition to hair styling, the salon had always been at the leading edge of colour and its reputation in colour became known throughout the region. Because of the rapid growth and increasing demand for colour services, STORM expanded to a second location in St. Catharines in 2004. Key members of the STORM team moved to swank, Niagara’s first hair colour salon, which was located on Court street. Swank quickly built up a following for both colour and styling, and, in 2009, Swank was rebranded and brought under the STORM umbrella. At the same time, Ian Hearth, a Martin Parson-trained up-do specialist and instructor, became a partner in the business, as well as studio director at the rebranded STORM location on Court street.
Customer demand for expertise in hair styling and colour continues to grow as clients become more and more style savvy. To answer clients’ demands, STORM opened a third location in fonthill in spring 2009 with michael DeProphetis, a long-time STORM stylist and manager, as owner and studio director at STORM – fonthill.
In 2010, STORM will be introducing their own line of exclusive hair care products. The development of the product line is inspired by decades of serving customer needs, having a mindfulness for the environment, being health conscience and, most of all, having the desire to provide an experience of replenishment and rejuvenation for STORM guests.
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