Portland, OR - Over the last three dozen years Richard Herrera has developed the trendiest salon in Portland, but he measures success by an unusual yardstick. "I base my success on my family," he says.

He cites his daughter, Tanja Cebula. She has qualified as a Certified Public Accountant, but she is off on her own, helping run a business of which she is part owner. "My daughter knows more about business than I do. That's because we taught her."

"My wife, I'm proud of her," he adds, "going back to school at 40 and getting a degree."

Clearly, for Herrera, family comes first. And, to a large extent, his employees count as family. Perhaps that's what accounts for his success in business. "the success of the salon is the people here," Herrera says. "it isn't me."

As soon as you walk in the door of his salon - Richard Herrera About Hair you immediately since a calm, assured, polished professionalism.

A walk around the shop reveals the details that quietly sat, "this is someplace special." The mirrors behind the hairs are mounted on tracks on the walls so that they can slide to the left or right. One product shelf looks like a nice Lucite fixture - until you touch it. Then, as it sways gently, you notice that it's suspended from above. Little details like this define the shop's individuality.

When a business offers a little more, clients who seek a little more will seek you out. If you perform before 15,000 people, 41 times a year, then your appearance is your livelihood. Perhaps that's why the Trailblazer cheerleaders chose About Hair as their official salon.

Add up all the components - a classy workplace, successful clients - and that will inspire your employees to give their very best. Herrera cites the axiom, "Success breeds success." Successful employees attract successful clients; successful clients attract successful employees.

What not to do
"Coming from where I came from, we didn't have a lot of exposure," Herrera says. No one in a small town had much idea about the rage of professions available. And, he adds, his family weren't business people.

After high school, Herrera had no idea what to do with his life.

Before figuring out a game plan, Herrera first defined what he didn't want to do.

He recalls his days in Klamath Falls, Ore. where his family include 17 brothers, and sisters. "I knew what I didn't want. I didn't want to be poor and I didn't want a big family."

As far as the money, Herrera knew he wouldn't get rich in Klamath Falls. "I was working on the railroad at the time - being a laborer - finding out what I didn't want to do in life."

Having a brother in the Navy working as a barber gave Herrera a possible direction. "So I told my wife, I'm going to barber school."

At that time Oregon had only two barber schools, bother in Portland.

His first stop after Barber school was Jaffe's Barber Shop in downtown Portland. "All your top business people came to that shop," he recalls, "lawyers, doctors, CPAs, bankers."

They provided his next level of education. "They were very friendly and would give good advice."

This was an education as good as business school and Herrera soaked it up for three years. Then he and a fellow barber, Less Madden, decided to open their own shop.

Situated on SW Stark, they called the show "His Place" - for awhile. "Our clients' wives wanted us to do their hair."

So Herrera and Madden changed the name to "his Place and Hers Too."

After five years, Herrera and Madden chose to go their separate ways.

Herrera decided to go for the top. He opened his new salon on the 23rd floor of the Interstate Bank Building. Over a 10- year span, he says, "Our business grew so much that I was looking for a place to expand."

In 1980 he found his current building at the corner of SW Main and 11th.

"This location has been a fabulous location. We own our own building - with parking - and we have room to grow here."

Secrets of success
Success is no accident. You must have a plan.

"In every business you create an image," Herrera says. "It's important to fulfill that image."

Once you create the concept, he lists three ingredients for success - quality of your product, great service, and attitude. "You can never give enough good service," he says. "You must have a fabulous attitude. The whole company must have a great attitude from the manager to the people who work [on the floor]."

Herrera trains his stylists to be helpful - and observant. "First you must look at the person - then work on your options from there."

Rather than just ask clients how they want their hair cut, Herrera says, "I'm going to look and make suggestions. We give options on how to enhance yourself."

These options might include cosmetics or make-up. "That's just part of our package to make a person look good."

Of course, service of this caliber comes at a price. A haircut can go for $40 to $50; coloring for $50 up.

Price is a factor, but not so much when you deliver superior service. And use superior products.

"Our product line is up here," he says using a hand gesture to show how high. "It's the best. It's the top of the line of any product. There's only two people in Oregon that carry it - and we're one."

The product he's speaking of is Kerastase, a line of shampoos, conditioners, and other hair care items. "It's very expensive, but the results are fantastic."

The Goldwell coloring products he describes as "fabulous." And then there's Graham Webb shampoo, conditioner, and moussing wax.

He has just added Sebastian products to his lineup.

"If you're going to give a quality service, you must have quality products." he says. "People who come here realize this."

To ensure quality service, Herrera says, "We train our own people. I spend all day Tuesdays teaching."

Those sessions involve more than the latest styles. Herrera teaches each employee about saving and investing their money. The way he looks at a position at About Hair, "It's not just work, it's a future. We want to see them become very strong - financially and spiritually." Sort of like family.

Perhaps that's why Oregon Business Magazine recently named Richard Herrera About Hair one of the top 10 best places in Oregon to work for.

"We're always willing to help the community. We're always willing to help people who need help," he says. "If you help people - if you make a change in their life - you're successful."