Fort Madison gets a “Hidden Beauty”

Hidden Beauty co-owners, Tina Hauck, foreground, and Davette Jurgenson work in their new full service salon during their first day of business Tuesday, March 6. Photo by Chuck Vandenberg/PCC


FORT MADISON – After years of working at salons for other owners, two local hair professionals have followed their dream of working for themselves.

Tina Hauck and Davette Jurgenson have opened the full service salon Hidden Beauty on Avenue H. The business opened officially on Tuesday and the girls only started thinking about the move at the beginning of the year.

“This came about very quickly and I’ve been wanting to do this my whole life,” Hauck said while doing a color with a customer. “My last boss asked me what my goals were and I told her I would have my own salon one day, it just took me 11 years to do it.”

The two are planning a grand opening in the next several months but haven’t set a day. However, they currently have gift baskets they are giving away. Visitors can stop in and sign up for the prizes during business hours.

The salon is located in the same building as Artist Trax at 827 Avenue G, Suite 2. The door is on the east side of the building about 3/4 of the way back, is handicap accessible, and parking is available parallel to the building. Hauck said the name came about easy because the location is kind of “hidden” off Avenue H.

The idea and opportunity for opening their own business came upon them in quick fashion. With her brother, Ian, and Rebecca Bowker, operating the art studio in the front of the building, a Thanksgiving meal turned into inspiration.

“We were here for a family event and I was looking around back here and I asked what are you using this room back here for,” Hauck said. “They said, ‘Why, do you want to use it?’ and I said this would make a good salon – and it just blew up from there. I called Davette and, in January, we decided we wanted to go out on our own and be our own boss.”

The room sports gray and black paint decor with two salon stations and several drying stations and came together quickly with the help of a lot of friends, Hauck said. One of those was Lori Hasenclever, of My Clever Designs, just outside of Fort Madison, who did all the salon’s artwork and logos.

Jurgenson and Hauck are good friends and share the space, but are separate entities in the venture.

“I told Davette that we’ve been working together for a long time, and we have been like best friends that whole time and I didn’t want any business to ruin that,” Hauck said.

Tuesday was the first full day of operation.

“Today was our first day being open, but we’re looking to have an open house toward the end of April when things warm up,” Jurgenson said.

The full service salon doesn’t offer manicures or tanning, but will do makeup and special occasion updos, and offers services to men, women, children, and seniors with senior discounts available. They will also have salon t-shirts on sale for $15.

Hauck said the salon will have an independent feel and the two stylists can help create a unique look.

“Be your own beautiful. People who know me, know I’m my own person and I really don’t care what people think,” she said. “We want people to be able to express themselves here freely.”

Hauck said the past two months have been a crazy time in their lives.

“It’s been a whirlwind. I’m lucky I still have a boyfriend and she’s lucky she’s still married. It’s been a lot of work and hours.”

Jurgenson said current and new customers will find all the products they need on the shelf or they can be ordered from the salon.

“We expanded our product lines a little bit from what we had before including Amika, but we can order whatever anyone needs,” she said.

Jurgenson has a gift basket that includes some gift certificates and beauty products. Hauck has a Yeti cooler filled with products and supplies. The drawings will be held April 18th.

The two stylists can be reached by calling 1-319-372-5269.

Store hours are 9 a.m. to 5 p.m. Tuesday through Friday and 8 to noon on Saturday, The salon is closed Sunday and Monday.

About Chuck Vandenberg 4172 Articles
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