Luly Salon: The objective dream of a Cuban entrepreneur

On the corner of 26th and 3rd Streets, in the Miramar neighborhood of Havana, a Cuban entrepreneur has gained renown in the field of hairstyling. Her name is Lourdes Cuervo Serra.

In 2010, Lourdes opened Luly Salon, and over more than a decade the passion for her work has seen her conquer the most important recognition: a diverse clientele deeply identified not only with her skills and success as a stylist, but with the diversity of services she has managed to bring together in the same salon. Whoever visits Luly, as she is popularly known, can just as easily get a haircut, a facial treatment, or a manicure. After several atypical months due to the impact of the COVID-19 pandemic, we visited the salon to talk to this renowned stylist.

What encouraged you to start a business in Cuba focused on hairdressing?

Hairdressing, and everything related to women’s beauty, was a hobby for me that over time became a very serious matter, an essential part of my life. Although my studies are linked to a different universe: I have a degree in Sports and Physical Culture. With time I gained experience and decided to dedicate myself seriously to this work. The desire to do what I like best and receive the benefits of it led me to officially open Luly Salon, in 2010.

How was your business model conceived and how much has it changed over this decade of operation?

At first it was Lari and I, in a very small place, taking care of everything. We both covered all the work, we took turns in each area. We secured a group of regular clients, loyal to our services, and from there I considered the possibility of growing in space and identity.

The transformation has been enormous, especially in terms of the space and services incorporated. However, there are essences that I try to keep intact. And the best thing: I still have many clients from that first period.

I am accompanied in this business by a group of friends, and I am fortunate to continue with Lari, a lifelong friend, who is indispensable in everything that happens with Luly Salon.

What services does Luly Salon offer and what aspects do you think make it unique among Cuban enterprises?

We offer a wide range of services related to body aesthetics: hair, nails, facial. I don’t know if I would be the right person to define our “uniqueness,” but I think it would have to do with the seriousness and rigor that we strive to achieve in each service.

Image is a topic that interests us all, but we don’t always know what looks good on us. What styling questions are most often repeated by visitors to Luly Salon?

Usually people adopt hairstyles and, as we say, “tie the knot” with them. In the hairdressing salon we always try to innovate, to take risks, to be in tune with the most cutting edge fashion. However, it is a fact that not everyone is willing to take risks, only a minority is willing to change their look from time to time.

Now, we do have many clients who constantly ask us for recommendations, or they come with an idea and we perfect it, or they simply put their image in our hands. The result is always positive. They all end up satisfied and that says a lot about the confidence we should have in ourselves.

What are the most popular cuts and types of coloring?

That will always depend on the season and the trends that are constantly appearing and disappearing (the in & out, as it’s called).

One minute it’s short hair, the pixie, coppery, blond tones; and then the next it’s long, straight, black hair. It’s unpredictable precisely because it varies so much.

What kind of clients frequent Luly Salon?

The public that visits us is very varied. It ranges from the sui generis to the conventional. I think the salon brings together a sample of what we currently are as a society: very young people, more adult people, people with a lot of swing.

What happened to Luly Salon during the pandemic? How did you cope with COVID-19?

With the arrival of the pandemic in our country we started to rethink whether to stay open. In the beginning, we offered services by strengthening hygiene and sanitary measures. Then we had to close. We were aware of several experiences with these businesses in other countries, and we didn’t want to take risks. So I devoted myself to thinking up safe alternatives to attend, in a specific way, to clients who requested our services at home. It was a tremendous challenge.

Months later, when the partial reopening of certain businesses was announced, we returned to the Salon. We adopted a work system in accordance with the circumstances, which prevents and reduces the possibilities of contagion, and therefore keeps customers and workers safe.

What steps have you taken to reopen your business and at the same time comply with the Ministry of Health’s recommendations?

To begin with, the decision to open was not taken lightly. I felt it was my duty to ensure a number of aspects that would respond to everyone’s safety.  In that sense, we are working at half capacity. We anticipated the physical distance between the nail and hair salon positions. We designed a sanitary protocol that contemplates, as essential details, the obligatory use of a mask and a means to disinfect hands in each area. In addition, we offer fewer daily appointments. So far everything has flowed perfectly, and both clients and workers are comfortable with the new dynamics of the salon.

What plans do you have for 2021?

There are always plans. Many. In my case, they respond to the needs that the functioning of the salon pose every day. Needs that range from the space itself, to the way to reach more people and have a more visible dialogue with the current Cuban society.

In March of this year, we had a beautiful experience. We were invited to the Women’s Festival organized every year by Cucu Diamantes together with the Galería Taller Gorría Cultural Project in the San Isidro neighborhood of Old Havana. Our action there consisted of offering free services to anyone who wanted them. That worked better than I expected, we connected with another kind of experience and I concluded that it should happen more often.

If as a business we can support certain related causes such as women’s liberation, why not do so? And not only that; also contribute to a change in the image of our society. My plans are headed that way, along the path of a more organic collaboration with the social and cultural spheres.

Do you have any outstanding dreams regarding Luly Salon?

Not at the moment. I believe I have exactly what I have proposed with this space. I couldn’t be any happier. And personally, I prefer objectives to dreams.