Ten years ago, Josephine Salvatoriello never imagined she’d become the owner of the very salon she once worked at as a fresh-out-of-beauty-school stylist. Today, The Avenue Salon & Beauty Bar stands as both a cornerstone of the West Orange business community and a testament to grit, adaptability, and the power of a salon family.
Salvatoriello, a lifelong hairstylist with nearly three decades in the industry, first found her footing in the beauty world thanks to a head full of wild curls and a DIY attitude. “My parents weren’t big on products,” she recalls with a laugh. “So I learned to do my own hair early — and then everyone else’s.”
Since then, she’s built a thriving full-service salon that offers everything from cuts and coloring to eyelash extensions, makeup, microneedling, and fairy hair — a favorite among the younger crowd. But the heart of The Avenue isn’t just the services; it’s the people.
Each of the salon's stylists brings their own specialty, especially in hair color — a service that's become more in-demand than ever. “We’re constantly booked for color — balayage, ombré, highlights, you name it,” Salvatoriello says. “I’ve got six girls who do it all day long.”
What sets The Avenue apart, she said, is not only the versatility of the staff but the supportive, drama-free environment they’ve created together. “We’re like a family. Everyone pitches in, we all help one another grow, and we genuinely enjoy being here.”
From Crisis to Community
The road to West Orange wasn’t without its bumps. Salvatoriello originally took over the business when the previous owners unexpectedly walked away, and she was given an ultimatum: take the reins or lose the shop. She stepped up.
Then came the pandemic — and with it, shutdowns, capacity limits, relocations, and a great deal of uncertainty. “We moved three times in a few years,” she shares. “At one point, our building was shut down, and we had a month to find a new space.”
They found their new home in West Orange during the height of COVID restrictions. Salvatoriello remembers the move vividly — not just because it was stressful, but because of what came after. “West Orange was different. They were warm, they welcomed us with a ribbon cutting, and they made it clear: we were part of the community.”
Since then, business has blossomed. Foot traffic is steady, local recognition is growing, and community ties run deep. “I’ll be at Dunkin’ and a kid will go, ‘Mom, that’s the hair salon lady!’” she notes. “You don’t get that kind of connection everywhere.”
Looking Forward
As the salon celebrates its 10-year anniversary this summer, Salvatoriello is thinking ahead. She’s actively looking to grow the business by filling out her extra rooms with talented professionals — especially someone to continue the wig services previously offered, a personal and private need in the community that she’d love to bring back.
“I’m open to anyone — even new cosmetologists just starting out,” she says. “Everyone needs a chance to learn. We all started somewhere.”
Her mentorship mindset is part of what makes the Avenue special. From fixing a color mishap to learning about the latest “money piece” trends via YouTube, Salvatoriello’s leadership style is collaborative and patient. “Hair changes all the time, so we grow together,” she shares. “I never want my girls to be afraid to ask questions.”
Rooted in West Orange
Now a member of the West Orange Chamber of Commerce, Salvatoriello remains committed to staying involved and giving back. “People actually wave, stop in just to say hi, help you carry your kids inside — you don’t get that everywhere,” she says. “I really appreciate this community.”
With a decade behind her, four daughters at home, and a tight-knit team by her side, Salvatoriello says she’s proud of how far The Avenue has come — and excited for what’s next.
“I’m grateful,” she notes. “We’ve made it through a lot, and now we’re really thriving. This is more than a salon. It’s a family. And I’m proud to be part of it."
The Avenue Salon & Beauty Bar
Address: 457 Pleasant Valley Way, West Orange
Phone: (973) 226-1560
Email: theavenuesalon321@gmail.com
“We’re like a family. Everyone pitches in, we all help one another grow, and we genuinely enjoy being here.” - Josephine Salvatoriello