Whether you want a unique new look with a high-end hair color or a sleek and stylish bob, Rob Peetoom, the founder of Rob Peetoom salons, recently opened his first US salon in Williamsburg, Brooklyn, and will revitalize your style – and your life!
Rob Peetoom, the patriarch of a hair dynasty, has passed on his legacy of styling lustrous locks to his daughters, Rochelle and Savana, who grew up in the industry and are now overseeing the new Williamsburg location. With over a dozen successful salons in Holland and three in Bali, they are now taking New York by stylish storm!
“We are a family business first and foremost,” explained Savana, the US Director and partner of the salon, along with Rochelle, CEO. “We’re all involved in every decision being made. I’ve always felt like I was a part of the brand, but these past three years I’ve been more hands-on. Our father is still very much involved as well. Rochelle and I run the company worldwide and my brother does Amsterdam. It’s a second generation, we’re all busy in the day to day stuff.”
When it comes to their recently opened space in New York, the sisters are excited about bringing the brand and their famous blowouts to Brooklyn. These new kids on the block have already coiffed the community at events such as their weekly bubbles and blowouts and are introducing the Big Apple to their Balayage treatments and beauty offerings. From wild to wavy styles, their Williamsburg location is providing professional services in a stylish spot. “I love inviting neighborhood people into the space,” explained Savana. “We built it like a home, and I think people really love the space. They feel comfortable, and this builds loyalty, as does our customer service, which is such a big part of it all. Things such as knowing what kind of coffee our customers want are all so important.”
Their current salon, which will definitely have you looking extra sweet, was once a soda factory. The industrial space is now a mixture of a white and grey color palette, with furnishings from Tacchini, an Italian design company. They even have a room for new stylists to train and partake in classes about the best cut and color techniques.
While those who visit the Williamsburg location are already starting to experience their enhanced European techniques, they are hoping to make a move into Manhattan in the near future. “The Williamsburg space is our flagship, but eventually we’ll probably open small boutique spots in the city,” said Savana. “We have a lot of clients from Manhattan who come to us in Brooklyn, but can’t wait for us to be closer to their home.”
When it comes to managing your mane, Rob Peetoom’s philosophy is based on three main pillars. According to Savana, her father believed that everything starts with quality services, as well as top stylists and a stunning space. “We try to make every salon as beautiful as possible. You really feel at home in all of our spaces. Our stylists are a huge pillar, we pride ourselves on education. They make the business grow and that goes hand in hand with our quality services. From the moment someone comes in, to the moment they leave, it’s a beautiful experience. When they run into someone on the street who says, ‘oh wow, you look great, what did you change?’ it changes your whole outlook and perspective. This also brings out inner beauty. If you look good, you feel good.”
Rob Peetoom embarked on his now expansive hair empire in Holland, where he founded his first salon in Santpoort in 1969, and has since taken his beauty business to new hair heights! “Opening in New York is “the third piece of the triangle,” said Savana. “Holland stands for our down-to-earth and natural roots, whereas in Bali it’s more about spirituality and healing. We were missing that aspirational beauty feel, and what better city to find that than New York, and specifically Williamsburg? It’s so up and coming and you wouldn’t be able to get this type of space in Manhattan. It reminds us of Holland. It’s more of a neighborhood than a bustling city.”
“We really needed to find a space that allows us to create the sensation and the experience you get when you come to our other salons,” said Rochelle. “This incredible space is over 3,000 square foot with tons of natural light. You wouldn’t find this on Fifth Avenue in Manhattan, that’s a different type of space altogether, it’s so noisy and busy. We’re near lots of hotels and cute areas, so we have the right type of clientele nearby.”
In addition to ensuring their stylists receive the best education, these sisters are also educating their new New York clients about their brand which Savana explained “is all part of the journey and part of the fun.” They are also able to enlighten customers and future loyal Peetoom followers through their own Peetoom Bookazine & Newspaper, which is what makes their standout salon so special.
The Peetoom brand is also based on “providing unparalleled career opportunities for our stylists,” said Rochelle. This uncommon practice is what makes the company so unique. “With us you can work two years in New York and then go and work in Bali and come back to New York,” explained Savana, who currently boasts a slew of Dutch stylists with decades of experience amongst her New York staff. “We organize accommodations, flights, everything. They can become a trainer, partner, or even do editorial work. We don’t know of any other hair dressing company that provide this kind of career path. Our people stay with us for a long time to build a career and the longer they stay with us, the better they become.”
This elevated establishment is also focused more on timeless looks than the latest trends. They even have their own academy in Holland, where their full-fledged team of educators, who are trained in the French way of cutting hair, have perfected the methods of creating the perfect coiffed look. This education provides expertise that are sought after by the likes of major beauty publications like Refinery29 and more, with Rob Peetoom Williamsburg’s staff regularly being quoted.
At Rob Peetoom, Rochelle wants to make sure you look and feel like the best version of well, you! “We want to make the person look the best they can, not just give them a look that we wanted to try out. You have so many hairdressers out there who are so creative and do trendy things, but our education is based on having the consultation with the customer and taking into consideration what their wishes are and looking at their lifestyle. Our stylists look at their face, shape, color of their skin tone, as well as what stage of life they’re in, and come up with a cut or color best suited for them. We are very consistent. We want to be lifelong partners for our customers when it comes to beautiful and natural looking hair.”
Aside from mind blowing blowouts, you will also be blown away by their beauty treatments. For the real Rob Peetoom experience, enjoy their facials, lash services, waxing, and makeup services, with partner, Ilia – just beware – you might get addicted to these sensational beauty services! From their use of French skincare brand Biologique Recherche to a relaxing hair and scalp ritual treatment featuring Davines products, you won’t even need a vacation when you can have this serene salon staycation experience! You’ll definitely feel uplifted with their Amsterdam Lift, as well as their Bali Glow and Brooklyn Balance.
Their unique Balinese Hair & Scalp Ritual, fully reclined in the Yume wash basin while your head and neck are supported by a cushion, emulates the feeling of lying in bed. By cleaning the scalp and using a steam machine on the hair, they treat everything from hair loss to dry scalp and restore hydration, and all the while make you feel like you’re getting a massage. Nobody does relaxation like Rob Peetoom!
For the Peetoom sisters, it’s all about passion and persistence.” I don’t feel like I work a day in my life,” said Savana. “When I see my stylists working well, it makes me happy.” Their stylists, who they refer to as artists, are also part of the Peetoom family. In fact, some of their artistic talents have been with them for almost twenty years. Savana and Rochelle even brought some of their top team members from Holland to their stylish Williamsburg spot.
From a renewed color to a classic cut, the stylists at this new contemporary and chic Rob Peetoom Salon will leave you contently coiffed and feeling confident!
Hair: Nick Kersten & Amy Clark
Make-up: David Stella
Styling: Isabelle Kramer