Aveda Lifestyle Salons K. Charles & Co and Aveda Institute San Antonioare, quite literally, a family matter. Beginning in 1984, ownerand CEO Kathy Thalman began a quest to create a business to supporther family as well as her community. A third–generation hair stylist, Kathyopened her first K.Charles & Co salon that year. “From the beginning,”says Kathy, “I knew I wanted to raise the bar for the beauty industry. I lovewhat I do and I wanted my clients and employees to benefit from my deepdesire to create something extraordinary for San Antonio. My daughter,Holly, grew up watching and learning from my efforts and, after a year ofcollege, made the decision to attend the Aveda Institute in Minneapolisto earn her credentials as a beauty professional. She worked in my salonsfor several years.”
“Working for my mom as a young woman was a challenge,” says HollyZapata, now Director of the Aveda Institute San Antonio, “but the experiencewas invaluable. This Institute was my dream and my mom was thedriving force behind its creation. Back inthe 1980’s most other businesses wereconcerned about the bottom line…Butmy mother had a different philosophy,”says Zapata. “Long before it becamea familiar part of everyday conversation,she was concerned about ourimpact on the Earth. She was the firstperson to introduce the environmentally–friendly Aveda products to SouthTexas. She had done her homeworkand knew that the Aveda philosophyjoined perfectly with hers. Ultimately,she made the decision to use Avedaproducts exclusively. Aveda chose ourcompany to first represent them in SanAntonio, as much as we chose them; itwas a perfect match.”
“It was an interesting time,” saysThalman. “My employees and I spentenormous energy and time educatingour clients about the environmentallyconsciousAveda products. This conceptwas new to the community. It’shard to believe now, almost 25 yearslater, that anyone would view such notionswith skepticism, but in those days no one was giving much thoughtto either the source or the environmental impact of the products we use.”
“I wanted to build a sustainable business,” says Thalman. “By that Imean a company that sustains the community by providing good employmentopportunities, advanced education for beauty professionalsand by conducting business in an environmentally responsible manner, asmuch as we are able.” With those goals in mind, she developed an in–salonApprenticeship training program to help transition newly graduated stylistsinto the work force. The program has been a great success and addsadvanced education and skills to the basic education that students receivein school.
K Charles & Co is non–tipping and functions in a team–based environment,designed to meet client needs and time constraints. As a resultof her efforts, K Charles & Co and Aveda Institute San Antonio employmore than 100 individuals and both are still growing. The Institute hasgraduated over 300 students since it opened 3 years ago, providing employersthroughout the city and across the country with well educatedand productive beauty professionals.
“The Pearl Brewery development presented itself as a fabulous siteto locate the Institute. In talking with the developers (Silver Ventures) itwas clear that we held similar values for how to transform the propertyinto an environmentally friendly site. Our ideas supported their missionand the result was the transformation of one of the historic buildings intoa 26,000 square foot educational facility. We use 100% Windtricity anduse captured rainwater runoff from our roof to support the landscapingnear our building,” said Zapata. Silver Ventures’ Chief Operating OfficerKen Halliday said that Aveda “was like a hand in a glove with this project.Environmental stewardship and education are very important to us.”
“Of course, recycling is a given for us,” says Thalman. We recycle foilsused for hair color as well as the usual paper, plastic and glass. Althoughour city does not yet make it easy for a business to participate, we havehired a person to transport our aluminum and glass recyclables to therecycle center. It is not inexpensive for a business to recycle and we arenot perfect in that regard, but I believe even small changes can makea difference. I think each individual and each business can and shouldmake changes within their financial and philosophical comfort zone…and stepping outside that comfort zone now and then is a good thing!”
Both Zapata and Thalman have sensed a shift in their customer’sthinking in terms of what their salonsand Institute are doing to meet‘green’ standards. “Our customers aresmart,” Thalman said. “They are concernedthat the products they usefor skin and hair be non–damagingto them and to the environment.”
“My educators and I workhard to instill in our students a senseof community involvement, stewardshipand responsibility,” says Zapata.“Small things, such as encouragingthem to avoid the use of Styrofoamproducts, help them becomeaware of the positive effect their personalchoices can make. When theygraduate, they take that knowledgeand awareness with them to theirnew employer. I’d like to think that,in that way, we are sowing the seedsof change throughout this industry. Ibelieve that the entire salon industrycan benefit from adopting the Avedaphilosophies, no matter what productsthey choose to use.”
The Institute participates in much larger projects in the communityas well. They support Mitchell Lake Audubon Society and CiboloNature Center through Earth Month contributions. “My favorite project,”says Zapata, “was our sponsorship of ‘Heroes Behind the Heroes’in February. This was a fundraising event for educational scholarshipsto be made available to spouses of wounded soldiers. We raised moneythrough donations and a silent auction and had a terrific party right herein the Institute to honor the soldiers and their spouses. Our Instituteawarded a fully–funded scholarship for one soldier’s wife to attend theInstitute and earn her cosmetology license.”
So what’s next for this dynamic duo? “We would like to create anAdvanced Academy in our Institute,” says Thalman. “Many salon ownerssee the need for additional training for new graduates who are potentialemployees but cannot support an in–house Apprentice Program. Offeringthat education to newly–graduated Cosmetology students would beof great benefit by reducing the learning curve after they are hired.” “Wealso would love to see another Aveda Institute in South Texas,” says Zapata.“This is a growing industry, with incredible opportunities.”
Thalman and Zapata have much to be proud of. They have demonstratedthat a business can be successful while supporting the communityand setting an example for environmental leadership and responsibility.
