Customers always queen at women-only salons

By Maria Kegel

JAKARTA (JP): When Itje Herja had the idea to open a women- only salon in 1980, she never imagined the small salon beside her house would eventually yield three thriving businesses, packed to overflowing on any given day of the week.

Business is very good and there are plans for another salon in Kebayoran Baru to complement the two in a compound on Jl. Cipete Raya and the original in Cilandak, both in South Jakarta.

Not offering services to men, or even allowing them inside to wait for their wives, has been the key to success for Itje.

"I was trying to find something different to make the salon unique and at the same time I wanted women to feel comfortable here as most (salons) are for men and women, so we've really profited from this concept," she said at the Cipete Raya location.

Even during the peak of the economic crisis in 1998, Itje struggled to accommodate all the customers seeking solace from their financial woes by pampering themselves with the manicures, pedicures, facials, waxing, variety of hair services and massages that the salon offers.

In fact, the last three years have been her best and business has grown rapidly, she said.

The salons on Jl. Cipete Raya have also helped their neighbors, a juice corner and a restaurant grill, which have their menus next to the many mirrors, and other family members, such as her daughter and sister-in-law, who manage the clothing boutique inside the front of the C Salon on Jl. Cipete Raya.

The main benefit for patrons, she said, was if they were feeling tired they could unbutton their blouse for a cream bath or change their clothes without hesitation.

Plain green gowns with elasticized tops, exposing the shoulders, are provided for customers, and most patrons choose to wear one instead of slipping their blouse down for a cream bath, an intensive hair conditioning treatment which also includes a back and shoulder rub.

Itje's clientele consists of women from the middle class up, with some actresses and singers settling in for the most popular services of cream baths, manicures and pedicures. There are also customers from Korea, Japan, America and France.

Tuti, a 34-year-old housewife with a seven-year-old child, said she was happy to retreat to the salon in Cilandak for weekly facials, lulur (scrub) massages and cream baths, and every two or three days for a shampoo and blow dry as it was close to her house and the staff treated her well.

"I can feel more relaxed without men around -- just to wrap a towel around me and do whatever I want," she said.

What about Peeping Toms?

"A driver once tried to come inside, saying he wanted to call his employer, but security guards were on hand to stop him," Itje said, adding that men generally did not try to get a peek out of fear of embarrassment and because there were guards around at all times.

Oasis

Not far away, nestled back on the bustling street of Jl. Ampera Raya in Kemang, is a more exclusive oasis, a haven for those seeking a relaxing atmosphere in a tastefully decorated interior with dim lighting and ethnic paintings.

Allesa Salon's quiet is a sharp contrast to the bustle at Itje Her, and it also has built up a faithful clientele.

Mia, 27, has been coming twice a month in the two years since it opened because she dislikes crowds, although she said the main reason was the salon was only for women.

"I wear a head scarf and I'm also following the law of the Koran. Maybe others don't think it has to be followed, but for me it's a must," Mia said, adding that the other reasons were that the salon was comfortable, clean and cozy.

The owner, Linda Djalil, 43, said she gave up her hectic-paced life after 22 years as a writer for Tempo magazine to devote more time to her 16-year-old son.

Opening the salon was a way to foster that wish.

"I've had no regrets about my decision to leave journalism to open a salon, because I've got more time to spend with him," she said.

It was her own preference for privacy that convinced her to make the salon for women only, adding that as she got older she found herself growing more reserved and uncomfortable with male customers nearby when she received a cream bath or massage.

She did a little market research among her friends and discovered they shared the same feeling. But for Linda, quality was another priority.

"I noticed that some of the well-known salons were not as nice and did not have polite staff members or a cozy atmosphere. It's not only about good haircuts, it's about cleanliness, relaxation and enjoying a comfortable environment," she said.

Although the reasons were important in the salon's conception, she said in the end it came down to religion; it could be a place for women wearing head scarves who wanted to go to a salon.

Women from the Saudi Arabian and Turkish embassies frequent the salon out of practicality, she said, because they are completely covered and felt comfortable knowing there are no men around.

"There are not many salons around that are only for women, but there is a market for them and women do come looking for this type of salon -- that's an automatic benefit," she said.

She has also put a personal touch to her business with a small library of books on every subject, including culture, art, relationships and the economy, which guests are encouraged to peruse during their beauty treatments.

There is also "an information corner", where businesswomen, teachers and other women can leave their business cards, brochures or announcement of services for other customers to access.

Linda takes pride in her library and the network she has set up for her customers, saying the salon was never only about making money.

She also said she was not missing out on male patronage.

"That doesn't mean I hate men. No, I love them very much, and I've got men friends at the music school, and other places," she said.

Values

Mohammad Ihsan Tandjung, an Islamic activist who makes frequent appearance on local television shows to discuss religious issues, said these salons were absolutely necessary and in line with Islamic jurisprudence and the issue of aurat (body parts that cannot be exposed in public).

"This term means that women are regarded in Islam as precious human beings and very valuable. Therefore, it is prohibited for them to expose their beauty, their precious value, to any ordinary person, even non-Muslim women, in reference to the surat annur, verse 31."

He explained that Muslim women should not expose their bodies, except their faces and their hands, from the wrist to the fingers, in public.

"Because of this jurisprudence there has been a rise in these salons for Muslim women. It all comes back to the need to be obedient toward the jurisprudence, and for Muslim women who know the law, they don't feel secure going to an ordinary salon," he said.

Linda's salon was not exclusively for Muslims. She said the salon's clientele consisted of women from many different nationalities from all walks of life.

"I just hope it's beautiful and cozy for people. The number one thing is for the staff to be polite to everyone. You can be a great stylist but you are nobody if you're not polite to the customer."