West Roxbury Business District Scores a “PERFECT 10”
By Jonathan Pappas
For Kanessa Alexander, moving her salon – Perfect 10 – to West Roxbury from Dorchester was always part of the plan.
Kanessa Alexander, Owner of Perfect 10 Unisex Salon
“I love West Roxbury,” says the 43-year old mother of four daughters. “People here are friendly and supportive. The neighborhood is becoming much more diverse. That’s why I wanted to be here. I understand the need for representation, and I’d like to help be a part of the conversation that moves things forward.”
Born and raised in Hyde Park, Kanessa is no stranger to the neighborhood. Her youngest sister and two of her daughters attended classes at Julianne's Dance Workshop on McKenna Terrace. Kanessa also took cosmetology courses at (the former) Bojack Beauty Academy.
When she opened Perfect 10 five years ago on Centre St., she was one of few Black women-owned businesses in the neighborhood.
“Several of my first customers were older women,” she explained. “They came in, welcomed me to West Roxbury and asked where I was from. I said I was excited to be in Westie, and that I was a Bostonian and grew up in Hyde Park. They then followed up with: ‘That’s nice. Where are you originally from?”
Kanessa went on.
“Don’t get me wrong…you should care who’s coming into your community. I’m like that when I go to new places. You try and get a feel for things, I understand that. People have been very open and responsive to me. I love my neighbors. If anyone wants to have a conversation about race, please come in. I will listen. We can talk.”
Being community-based and supportive of people from all walks of life runs in Kanessa’s DNA.
She is the middle child of five siblings. Her parents married in their late teens.
Her father, Sergeant John Burns, was a Boston firefighter for nearly nine years before he transitioned over to the Boston Police Department, becoming the longest-serving police sergeant serving Dorchester. Her mother, Mary, was a stay-at-home mom.
“That’s one thing we always had growing up - strong family support,” she says. “My mom would attend all the school meetings and drive us around to various sports and activities in the minivan. She was that mom.”
Elected Class President during her senior year at (the former) Hyde Park High where she graduated in 1995, Kanessa kept herself busy with schoolwork, cheerleading and serving as the leader of various clubs, including the Multicultural Club, Mayor’s Youth Council and Creative Action Committee.
“I had a wonderful high school experience. I put myself out there. I wanted to be around people, and always found myself in a position where I could advocate for them. People have always motivated me. I just want to help whoever I can however I can and being involved with so many school clubs allowed me to do that. I have the attitude of let’s get it done. And let’s get it done together.”
During the summers of her junior and senior year, she earned an internship with Putnam Investments as part of Hyde Park High’s Academy of Finance program.
“What a rewarding experience,” she says. “I learned so much about the business and finance world which has helped me navigate my own entrepreneurial journey.”
After high school graduation, Kanessa attended Community College for a year where she studied psychology and human resources. She was offered a full-time job with Putnam but decided to pass on the opportunity to pursue her childhood passion – cosmetology.
“My friends and family were surprised to say the least,” she admits. “They thought I could build a successful career with Putnam and do hair as a side hustle. I was embarrassed talking about it at first. Back then, there was no social media, TV shows or podcasts that have really helped our industry grow in recent years, especially through pop culture. But I knew I would get stuck if I took the job.”
After completing cosmetology classes at Bojack in 1998, Kanessa took advantage of an opportunity to open her own salon in Dorchester.
“I had no idea how to run a business, but like everything in life, I was going to figure it out.”
She named her salon Perfect 10.
“Growing up, I’d walk into a salon to have my hair done, and I loved the energy and the vibe. I’d get this positive feeling being in this environment where everyone wants to look good and feel good. I realized that’s what I want to give to my clients – a confidence-boosting experience. I want my clients to have the best possible experience coming into my shop and walk out feeling like a Perfect 10.”
Her business was successful for years until she decided to put her career on hold after becoming pregnant with twin daughters.
Once her kids became school-age, she went back to pursuing her passion. She worked as a hair stylist downtown on Newbury Street for several years before reopening Perfect 10 in West Roxbury in February 2015.
In January 2020, Kanessa was invited to join the Board of West Roxbury Main Streets. Always one to put community first, she welcomed the opportunity.
“It’s so encouraging to serve on a Board with other like-minded leaders who care deeply about seeing West Roxbury continue to thrive and prosper. They share the same passion as I do in implementing ideas that help serve people in our neighborhood. At the end of the day, that’s what it’s all about – helping others succeed.”
Kanessa’s philosophy on life has been ingrained into her staff of four stylists who support her vision.
She shares the story of one stylist, Shakeita, who has worked with her for ten months.
“I’ve seen so much growth in her; she has been doing amazing work. A few weeks ago, I saw on social media that someone posted about the anniversary of her brother’s passing. She didn’t tell me about it. To honor her brother, we recently had a promotion of 20% off all services if you mention KING JAMES or #1221. I encourage my staff to share things that are important to them because everyone has a story to tell. If that helps push us to advance our careers, I want to recognize that.”
PANDEMIC STRIKES
Like millions of other small businesses, Perfect 10 took a massive hit when the quarantine began.
“We saw first-hand how bad it got, but you just have to keep a positive attitude and prepare for when you can reopen again.”
Perfect 10 reopened on May 28 after nearly three months of closed doors.
“It was hectic that first week. We were getting inundated with calls for appointments. Everyone was in dire need of treatment,” she laughs.
But she admits things are getting slower again.
“Aside from the essentials, I think people are treading carefully where they go in public. The Governor and the Mayor have done an amazing job and our state has been ahead of the curve. With more people staying home, it’s working. Heathy people will help the economy.”
Always doing her part, Kanessa’s first priority was to establish a safe environment for clients and her staff.
“We only serve one client at a time per stylist. If a client is coming in and service is going to take three hours, the stylist won’t have another customer for three hours.”
The team at Perfect 10.
While Kanessa admits that business could be better in the COVID-19 era, she continues to remain upbeat and has taken to Instagram to share her knowledge and keep connected with her clients and community, some of whom come all the way from New York to see her.
“Our industry can be incredibly competitive. Some of my peers won’t share information on new trends and how to service different hair styles, for example. But for me, I love to mentor. Whatever I learn, I pass on to others because I wish I had that coming up in this business. Sharing only makes the industry so much better for everyone, but most importantly, the clients who we are honored to serve.”
According to Kanessa, Perfect 10’s mission is to provide an experience that goes far beyond just a hair appointment.
After being denied service from several other salons because her hair was perceived to be “too difficult” to style, she set out determined to cultivate a salon environment where clients not only feel welcomed but feel like they belong. That’s why Kanessa has focused on teaching her staff to service all hair types and textures.
“It doesn’t matter if you’re Black, White, Latino(a), Asian, LGBTQ, older, younger, have a Boston accent or not. Perfect 10 is for everyone. I’ve worked hard to create an inclusive culture where people from all walks of life can come in, decompress, share thoughts and opinions if they’d like. We will always bring that positive energy to your experience with us so that you not only walk out looking like a Perfect 10. You feel like one too.”
Perhaps it’s only fitting that her store welcome mat reads: Good Vibes Only.