A West Akron beauty salon nearing 50 years in business has written a multigenerational success story that's much more than just a chapter for Black History Month commemorations — it's a model of dedication and customer service for the entire community.
Belle Amour Salon at 404 Storer Ave. recently passed down to its third generation of family stewardship — operated by women who share a passion for making other women feel beautiful and a deep appreciation for opportunities that were denied to too many generations before them.
"My great-grandmother, grandmother and mother have all been hairstylists; my mother worked with my grandmother for 38 years, and I've been working with my grandmother and mother since 2009," said Reniece Tatum, Belle Amour's owner and cosmetologist since the fall of 2021.
She plans to incorporate her own entrepreneurial vision while honoring the shop's roots. "It's always been a family salon, but now that I have taken ownership I want to open it more up to the community."
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History of Belle Amour and its predecessor
Frances Ellison, Tatum's grandmother, purchased the salon formerly known as La Rue's House of Beauty in 1974, having come from the Empress Beauty Salon — a shop just down the street where she had worked for the previous five years.
"I just asked the Lord to let me have my own shop before this place came available, and it was in a good location and a busy area," Ellison said of the storefront among a cluster of businesses across from the now-closed Rankin Elementary School. "I couldn't have done it without my family; my husband, William Ellison, and my mother, Juanita Robinson, helped me secure the salon, because in 1974 they were not giving out loans to (the Black community) to establish their own businesses."
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La Rue's success over the ensuing years allowed Ellison the opportunity to hire a talented collection of Black hairstylists; five went on to open salons of their own in Akron.
"It was always a privilege to give young Black stylists graduating from beauty school a place to work." Ellison said. "Not a lot of places around here were hiring young, inexperienced Black cosmetologists fresh out of school, and one of my missions in life was to give them an opportunity like I had."
With the arrival of COVID-19 in 2020 and the sudden slowdown of business, Ellison decided to retire — a decision made easier by having a granddaughter who dreamed of running her own business.
"I retired in 2021, and Reniece came in and had her own ideas about how she wanted things — and I supported her and continue to support her," Ellison said.
Ellison understands and appreciates the sense of community and belonging that customers feel as they have their hair done at the salon, a sacred space that serves as a sort of community center for its patrons.
"It was a privilege to be able to serve Black and white customers, to talk to them about their family and lives and making them feel beautiful and special; we all need that in our lives," Ellison said. "Reniece is the one to carry on the family legacy, I am so proud that she has a dream to carry on in my footsteps, what an honor to have a salon (for 47 years)."
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Ownership passes from grandmother to granddaughter
Tatum, who took over ownership in September 2021, recently completed an arduous 16-month renovation, culminating last month with the grand opening of the rebranded Belle Amour salon.
"Growing up with my mom and grandma working here, I basically lived here; I had a crib in the front area of the salon where I stayed all the time," said Tatum. "My mom's customers named me, so I've always had close ties with this salon; I'm excited to keep the same vibes that my grandma had in her time with the salon but at the same time, I'm ready to make my own mark."
"I'm just a proud mom, I have no words to explain just how proud I am of my daughter," said Capri Tatum, Reniece's mother and fellow hairstylist. "I didn't realize that bringing her up here as a little girl that one day this would be hers; my mind is blown about it.
"I know she is going to do good things here because she loves the Lord, and as long as she keeps that fire for him, he is going to continue to carry her on to bigger and better things, and this is just the start."
Original source can be found here.
