A throw-back to another generation of hair care

For Darren Peterson, grooming has always been something special, something in which he could lose himself.

"It's always been more of a ritual than a chore," Peterson said.

It started when he was 17 after his grandfather died. The nurse asked him if he would like to shave his grandfather before the body was sent to the funeral home.

"It was a very special moment for me," Peterson said. "The act of shaving holds a special meaning for me."

Despite his love for grooming, Peterson did not get into the barber business until 2008. Prior to that, he made his living in the Austin tech industry. Scott Finley, a longtime friend of Peterson's, was looking for someone to invest in a barber shop idea, and Peterson jumped at the chance.

Finley had a space at S. 900 RR 620 in Lakeway picked out, and the duo worked nights after their full-time jobs to get the place ready.

"It took about three or four months to get it done," Peterson said. "We put our blood, sweat and tears into it."

After a slow start, the Lakeway community latched on to the men's-only barbershop, which could only cut men's hair due to an agreement with the shopping center, Peterson said.

"We never went into this thinking it was going to be men only," Peterson said. "We were going to do men's and women's hair, but the interesting thing is that in Lakeway, the only way we could get into that space was if we promised to only provide service to men because it's right next to Spa at the Lake. It's actually been a great selling point for us."

The owners then opened a second location at 701 S. Capital of Texas Hwy., Ste. F620, in West Lake Hills.

"We have a very specific demographic we try to service," Peterson said. "We try to look for affluent areas where guys will appreciate the services we provide."

Peterson said that Finley's is not a discount barber shop and focuses on the experience and personal relationships, not on getting the customer in and out as quickly as possible.

"I actually encourage guys to come early," Peterson said. "Come in and have a seat in the lounge, have a cup of coffee or a beer—all on the house—and just enjoy the experience."

Finley's considers itself to be a throwback to another generation with a level of service not always found in today's fast-paced lifestyle.

"People enjoy the smells and sounds and the throwback to years back when they used to go to the barbershop with their dads," Peterson said.

Peterson and Finley have had enough success with the Lakeway and West Lake Hills stores that a three-store expansion in the Dallas area is scheduled for the next year.

Finley's offers a variety of services ranging from the popular Finley's premiere hair package—a cut and style, massaging shampoo, hot-lather neck trim and massage—to a straight-razor shave.

"We have services that aren't necessarily popular, but when people hear about them, it intrigues them, and they want to try it," Peterson said. "We do waxing services for guys such as the basic brow and ear, but we also do nose waxes. It sounds painful, but once you've had it done, it's great."

Peterson doesn't think the barbershop is done expanding and could see more stores in Austin, he said, but the one thing he wants to make sure of is that the store remains family-owned. He has no plans to franchise the business, which was named the Best Barber Shop in Austin in 2012 by Austin Monthly Magazine.

"I really enjoy this," Peterson said about working in the barber shop. "The tech industry was stressful and this, not so much. It's hair, and it grows back. I haven't lost anyone millions of dollars yet."

Finley's Perfect Shave

Finely's Perfect Shave is a nine-step process that lasts roughly 45 minutes, costs $42 and utilizes hot and cold towels.

1. Cleanse client's face and beard
2. Apply a hot lavender towel to remove cleanser and soften beard
3. Apply a pre-shave oil followed by warm shaving cream, then apply a hot lavender towel to the beard and face to remove pre-shave oil, shave cream and to soften beard
4. Shave with the grain paying careful attention to problem areas that could cause irritation
5. Apply hot lavender towel to remove all shave cream
6. Lightly apply witch hazel to beard to close pores
7. Mist client's face with toner
8. Apply a cold eucalyptus towel to calm the skin
9. Apply a non-irritating aftershave balm or moisturizer

Finley's at Lakeway, 900 S. RR 620, Ste. A108, 394-8684

Finley's at Westlake, 701 S. Capital of Texas Hwy., Ste. F620, 520-8326

www.finleysformen.com