By Lauri Lee
Northside Business Association
DuWayne’s Salon is a two-generation, family-owned and -operated salon started by DuWayne Nelson in September 1959 that is now owned by his son, Steve. The salon is celebrating its 60th anniversary this fall with an open house, specials and drawings.
It’s easy to see how hair styles, services and clientele have changed since the 50s when women came to the salon for a poodle cut, bouffant, pixie or thick fringe styles. For men, the demand was for the pompadour, popularized by stars like Elvis Presley and James Dean; and the duck tail cut and sideburns of Marlon Brando. Today, DuWayne’s is renowned as a family salon with clientele from baby’s first haircut (complete with a photo and certificate) to a 97-year-old original client and their oldest client who is age 101. The older generation still come in for a shampoo and set. Men make up 40% of the business and now the kids come for a haircut. Women of all ages are looking for a great cut, fashion color, tanning, and a dip or shellac manicure and pedicure. Eufora is the featured product line because they care about the environment, hairdresser and consumer.
DuWayne got his start in the 50s when he was mentored by Leonard Shore, owner of House of Leonard on Wisconsin Avenue in downtown Madison. Leonard was big on training and mentoring new owners, so when he opened a beauty school in Green Bay, he sold the salon to DuWayne.
DuWayne and a business partner owned and operated eight salons that included Baraboo, downtown Madison, the Northside, Fish Hatchery Road, Verona, Truax Plaza, Waunakee and Windsor. They built up the salons and then sold them to the managers. When four salons remained, they dissolved the partnership, and each took sole ownership of two salons. DuWayne kept the downtown and Northside salons. When downtown parking became challenging, he closed this location and opened a salon on Rimrock Road, which he kept for about seven years.
The Northside salon has been located in three different locations over the years. The first three-chair salon was located in Kappel’s Clock Shop building at 2250 Sherman Ave. and customers entered through the side entrance. The second location was 2205 N. Sherman Ave., which is now the home to Madison Chiropractic North. For the past 22 years, DuWayne’s Salon has been in their current location at 2114 N. Sherman Ave. in the former location of Ryan Funeral Home, Weber Realty and Prescription Pharmacy.
DuWayne’s son Steve joined him in early 1978 after he graduated from high school, beauty school and advanced training. Together, they worked the Northside and Rimrock Road salons for a number of years. DuWayne and Steve were into education and held leadership roles in the local, state and national Hairdressers Association to constantly update themselves and bring national hair trends back to Wisconsin and Madison.
In 1994, DuWayne died of a stroke. “It was so sudden. Dad handled all of business operations, so I had to quickly learn that part of the business,” said Steve, who became the new owner. His younger sister Terri had gone to beauty school years earlier but worked in insurance until after her dad’s death, when she came to help Steve operate the salon. Family is important and Steve has always tried to keep family involved. Over the years, several nieces have worked at the salon as stylists, receptionists or building maintenance. Currently, Steve has six stylists and five support staff. He also employs two women with special needs who work a few hours a week. One folds the towels; the other cleans hair out of combs and brushes, and then sanitizes them.
The 2020 vision Steve has for DuWayne’s Salon is to rebrand the building under the umbrella of “Beauty, Health and Wellness on the Avenue” in conjunction with the salon’s 60th anniversary. Before DuWayne’s death, his vision was to have Massage East in the same building as the salon, which was before the popularity of massages and spas. After his death, Steve made this happen in 1997 when he purchased the salon’s current building at 2114 N. Sherman Avenue. Massage East moved to the lower level and later Northside Yoga moved in as well. All that is missing is an acupuncturist, so interested parties should contact Steve for details.
Steve is proud to be a Northside business owner. He loves and supports the community where his family moved when he was 4 years old. He serves on the Northside Business Association board and the Warner Park pool committee to bring an indoor aquatic center to the community.