Hines and Harley is a men’s grooming lounge in Parktown North. The grooming lounge, owned by Jared Hines and his business partner Charmaine Lines, offers men a range of grooming services and spa treatments in a gentlemen’s club environment. Jared tells us more.
I’ve been in the spa industry for 11 years, working at various operations as well as on cruise ships. While I was managing the Saxon spa, I began to notice that increasing numbers of men were coming in for treatments of their own accord, rather than being brought in by their wives, and I started to think about starting this business. My fiancée’s cousin, Charmaine, thought it was something new and exciting, and agreed to be my partner, and Hines and Harley (Harley is Charmaine’s maiden name) opened last December.
Why did you choose this area to set up shop?
We always knew we wanted to be in the Parktown North or Parkhurst area, because there are lots of young, vibey potential customers. It’s the right area for this sort of business, because people are less old fashioned, and we believed that if we built up a clientele of young people, the rest would follow.
I happened to be browsing through the Junkmail and I found an ad for this Seventh Street rental. I called, we came to see it and really liked it.
Why are the premises ideally suited to your business?
The “good energy” immediately grabbed my attention. It’s a heritage house, built in 1911, on beautiful grounds, positioned back from the road but still visible. It’s perfect for us because we didn’t want it to feel like a clinical salon, but rather like an old-fashioned gentlemen’s club with couches and a whisky and brandy bar.
Who are your neighbours?
On the premises, we have an exclusive art dealer, a brand marketing company, a musician’s studio, and Gong, which is an extension of our grooming lounge, providing holistic treatment using Tibetan sound bowls and gongs. We also have a relationship with the Foundry, Workshop 55 and The Local Grill, and we offer spa and meal packages for our clients.
We feel that we got a great deal here, with all the space, off-street parking, how beautiful it is and our relationship with our landlady.
How many people go through your store each day?
On average, we see about four people a day, and it’s picking up every month.
Do you have any expansion plans?
We do, but nothing concrete yet. We want to focus on growing this business to be the best it can be before we branch out.
We have a website and we take online bookings, and people can request the products that they would like to buy online and come in to collect.
What’s your most popular item?
Our top three are shaves, haircuts and pedicures for men. And we love that men are now bringing in their wives for treatments.
011 026 7637
Words: Georgina Guedes | Images: Ter Hollmann