The Beginning of BELO

Every story has a starting point, and mine began long before BELO ever existed. Long before I imagined opening a salon, I simply fell in love with the experience of beauty—not just the way it looks, but the way it makes people feel.

I grew up spending a lot of time in Brazil. Being Brazilian, it was a big part of my life growing up. From my pre-teen years through my teenage years and beyond, whenever I was there, one thing was always part of my routine: going to the salon.

In Brazil, salon culture is very different. It is part of everyday life. Women go regularly, not just for color or haircuts, but simply to have their hair washed and blow dried. It is social, relaxing, and honestly a little bit addictive once you experience it.

I was completely spoiled by it. Whenever I was in Brazil, I never once blow dried my own hair. Not once. I would go straight to the salon, have it washed, styled, and walk out feeling polished and put together. It felt luxurious, but in Brazil it was just normal life. Everyone did it.

When I came back home, I noticed that experience did not really exist here. Salons were everywhere, but there was not a space dedicated to beautiful blowouts the way there was in Brazil.

Years later, when the opportunity came for me to open my own salon, that memory stuck with me. I kept thinking about that feeling of walking into a salon just for a blowout and leaving feeling completely refreshed.

So I thought, why not bring that experience here?

That idea is what led me to open a blow dry bar. At the time, we did not really have anything like it in town. It felt fresh, fun, and different.

For the first few years, that was our entire focus. Blowouts and styling. Creating a place where people could come in, relax, and leave feeling beautiful.

But something really wonderful happened. Our clients began asking for more. They trusted us with their hair, and naturally they wanted the full experience: color, haircuts, extensions.

At the same time, the incredible stylists who worked with us were growing as artists. I never wanted to hold anyone back from expanding their craft. Great stylists evolve, and I wanted BELO to grow with them.

So the salon evolved too.

What began as a blow dry bar slowly expanded into a full service salon offering custom color, precision cuts, and extensions. The heart of the experience stayed the same, but the possibilities grew.

Now, nearly twelve years later, BELO has become something even more meaningful than I could have imagined.

For me, this work has always been about more than hair. It is about confidence. It is about connection. It is about the moment someone looks in the mirror and stands a little taller when they leave the chair.

After more than twenty years as a stylist, that transformation still never gets old.

Helping people feel beautiful is the reason I started, and it is still the reason I love what I do today.

This journal is where we will share more of the story behind BELO, the inspiration behind what we create, and the moments that continue to shape who we are.

And truly, this is just the beginning.