By Jacquelyn Pillsbury
After surviving the September 11, 2001 collapse of the World Trade Center, Bernadette Reed-Chincarini knew she needed to make major changes in her life.
So she left her career as an institutional equity sales trader on Wall Street, and enrolled in cosmetology school in New York City. The Hopewell resident signed up with a New York salon and learned everything she could about the cosmetology business through the Redken training programs.
Tired of the commute to New York, Bernadette opened Sofia Lido Hair Salon: Blowout Bar and Hair for all occasions in the Shoppes at Pennington on Route 31 in January. She is a Redken trained colorist and stylist. Her passion is transforming frizzy, thick, unruly hair into beautiful, shiny, straight locks.
Reed-Chincarini explained the history behind the name of her salon. In honor of the town where her husband’s family is from near Venice, Italy, she wanted a short name that used Lido.
“I made it up, but I wanted the name to mean something to me,” she said. Business is great so far, she said.
Sofia Lido is a full-service hair salon. They offer haircuts for everyone in the family, including children. They also do Keratin treatments, highlights, color, and three different types of hair extensions. They also wax eyebrows, sideburns, lips, chins, necks and ears. For girls and women attending special occasions they offer formal styles, updos, and curls.
“I started off with 10 people in the foyer of my house. I’m here (in my own salon) a year later,” she said. Most of her business comes from word of mouth and referrals. There is also some foot traffic from local businesses and the nearby school.
She said she’s looking for continued growth. She has spots for four stylists, and room for two more. Currently, all services are performed by her and her emerging artist, Paige Swisher.
She said she focuses on continuing education and works hard to stay on top of the latest trends. She regularly talks to people in the field to help build her staff’s base of knowledge.
Bernadette’s specialties are blow-outs and special occasion styles. She offers blow-dry specials, including coming in with your hair already wet and purchasing packages at discounted rates. Her own hair is very thick, thus she understands the challenges associated with making thick hair sleek.
Discounted babysitting is available through the Village Learning Center, located in Pennington, for all clients with childcare needs. Sofia Lido offers a 10 percent discount to senior citizens age 65 and older. For the month of December, Reed-Chincarini said, Sofia Lido is offering $10 off all services as a way of saying thank you for a great first year.
Sofia Lido is located at the Shoppes at Pennington, 21 Route 31 North, Pennington. Hours are Mondays by appointment, Tuesdays 9:30 a.m. to 3 p.m., Wednesdays and Thursdays 9:30 a.m. to 5 p.m., Fridays 9:30 a.m. to 8 p.m., and Saturdays 9 a.m. to 4 p.m. (609) 737-7770; sofialido.com.
