President of Rocco Altobelli Companies
Her husband’s name is on the doors of their eight Twin Cities salons, but Dianne Altobelli runs the show at Rocco Altobelli Salons and Day Spas—starting her workday at 4:30 am. Her latest project is moving out of the Galleria after 39 years and into a new Edina salon spa opening April 3 at Yorktown Mall. We talked to her about the change.
Why are you leaving the Galleria?
We’re trending away from interior malls. We get more pass-by traffic in Roseville than we do at the Galleria. Our clients want to get in quickly and get back to work.
Botanical Solutions is one of several product lines manufactured by Rocco Altobelli.
Tell us about the new Edina location.
It’s going to be more open, more convenient. You could get your hair colored and a manicure at the same time. There’s a pedicure room, a manicure area, a computer bar, and a warm spa area.
How has the salon business changed over the years?
In today’s market, you can’t have an attitude of intimidation. People used to really dress up when they came to the salon. Now everyone wants to be comfortable and feel like they’re part of a salon’s life.
"People used to really dress up when they came to the salon. Now everyone wants to be comfortable and feel like they’re part of a salon’s life."
Are people back to spending on beauty?
They’re not overspending, but they’re to the point of feeling like, “I work hard, I deserve this.”
What are the growth areas?
Hair extensions. Our clients want fuller hair. Younger people want something different. And we’re seeing more men feeling comfortable in the salon. They’re getting pedicures and more waxing.
Your sons work with you now, but what is Rocco up to?
He’s involved with product development. And he likes to spend time in Scottsdale.>
Don’t you ever think about joining him?