Craft brings more new to New Dimensions

New Dimensions hair salon is under the ownership of Jenny Craft and has undergone extensive remodeling since the spring. Photo by Chuck Vandenberg/PCC


FORT MADISON – She never thought she would run her own business, but as the old story goes, opportunity knocked – and she answered the door.

Jenny Craft, the new owner of New Dimensions at 1736 Avenue G, has worked as a stylist with her mom Linda Doss, and aunt Sara Rashid for the past 20 years at the salon. When the two decided to put the business up for sale, she jumped at the chance and took ownership in April.

Since then the interior of the salon has gone through a transformation with warm brick feature walls, a new modern reception area with a digital board, new carpet and paint and fixtures. In the spring, a new roof is planned for the building and Craft said she’s looking to rent out the retail outlet on the south side of the building.

“I’ve been a stylist since 1998 and worked for my mom and aunt and I’ve always worked for them. I was given an opportunity at the beginning of the year. My aunt was ready to retire and they asked if I wanted it and I jumped at it,” she said.

“I wasn’t ready to not do hair anymore and if I was going to continue to do hair, I was going to buy it. I’ve never worked anywhere else to be honest, I’ve always been a part of New Dimensions, but I had to make it my own. It needed updated. We just needed a new look.”

The tanning beds have been removed and new services such as teeth whitening, ElleeBana lash-lifting and Brazilian Blowout body smoothing are part of the offerings.

Jenny Craft, new New Dimensions owner, far right and stylists Jody Christofferson, back left, and Kristen Meierotto, center welcome you to the newly remodeled New Dimensions at 1736 Avenue G in Fort Madison. Not pictured is stylist Linda Doss. Photo by Chuck Vandenberg/PCC

“The lash lifting is an Australian company, ElleeBana,” Craft said. “It’s very popular on the coasts, but now it’s just starting to gain traction in the Midwest. It’s a one-shot lash lift. Kristen and I are certified in that. But everyone is certified on the teeth whitening and the Brazilian blowout so we have a full staff that can offer those services.”

Craft said the staff, which includes herself, Doss, Kristen Meierotto and Jody Christofferson, have all gone through certified training on the new services.

Craft said she is also in the process of getting a website up and running for the salon where people will be able to book services online.

She said owning is different than just being a stylist, but it’s something she’s become comfortable with in a short period of time.

“It really doesn’t feel any different owning. I’m still working with my mom and my soon-to-be daughter in law and it really doesn’t feel a whole lot different. It hasn’t been a bad experience, it’s been very easy really.”

She said the computer upgrades have been the toughest transition.

“That’s been a little rough going, that’s been the hardest part. None of the rest of is. I’ve been doing hair for 20 years so I’m pretty comfortable with the business.”

Craft said the biggest transition going from a stylist to the owner has been the time commitment and learning computer software.

“The biggest change has been is 32 hours and have gone to 50.,” she said with a chuckle. “I now have to do book work and I hate it. I feel sorry for my CPA. I’m very hands-on and that’s hard for me. I don’t love being behind a computer I just don’t like it and that’s been the hardest part of this whole thing.”

She said walk-in traffic is popular and business has been good.

“In a town of 11,000 people we have about 25 stylists so we’re really not in competition, there’s plenty of business to go around. We’re just as busy as we’ve ever been.”

Craft said the salon will be offering October specials, and those will be featured on the company’s Facebook page at

She said there are before and after photos on the page as well as videos on the services New Dimensions is now offering.

Walk-ins are welcome as always and salon hours are 9 a.m. to 5 p.m. Tuesday; 9 a.m. to 7 p.m. Wednesday and Thursday; 9 a.m. to 5 p.m. on Friday; and 8 a.m. to 3 p.m. on Saturday. The salon will be closed on Sunday and Monday. For more information Craft’s services or for an appointment, call 319-372-6291.

A remodeled, modernized reception area is also part of the new services at the salon. Teeth whitening, body smoothing, and lash lifting are all certified services being offered now at the salon. Photo by Chuck Vandenberg/PCC



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