Amy Chaves opens Key to Beauty on Tremont Street


TAUNTON — Amy Chaves opened her first hair salon, Key to Beauty, this month after more than 20 years as a hairstylist.

Although she has enjoyed her time at the Trend Setters hair salon on Washington Street in Taunton for the past 17 years, she is striking out on her own with a location on Tremont Street near Trucchi’s, which opened on April 15.

Chaves, 43, was born and raised in Taunton and attended beauty school right after high school.

Owner Amy Chaves, left, works in her new Key to Beauty salon on Tremont Street in Taunton, alongside stylist Jillian Faria, seen here on Thursday April 22, 2021.

“I’ve always loved doing my hair,” she said. “When I was younger, my aunt worked in a salon. I used to sleep at her house on Friday nights and help her on Saturdays.”

Chaves started out in a salon in Raynham, working there for a few years before moving to Trend Setters, which is run by one of his best friends from college.

“I love my job. I love making people feel good,” she said. “It’s just one of those things – they can come right after they’ve had a death in the family, a divorce, and you just make them feel like a million dollars just by making their hair look really good. So that’s a good feeling on both ends.”

Chaves said she had clients for more than 20 years, building lasting friendships.

Beauty salon owner Amy Chaves, right, just styled client Lorna Arraiol's hair on Thursday, April 22, 2021.

“Some of them are almost like family,” she said. “So it’s just a fun job where most of the time I don’t really feel like I’m working, which is great.”

Chaves said she never planned to open her own salon, feeling content renting space from Trend Setters. But last May, she discovered that the owner of the Top Priority hair salon on Tremont Street was closing shop due to the pandemic.

After checking with her friends and family whether or not they thought opening a new business was a good idea, Chaves said she took the opportunity to get her own place and signed the lease. in July.

Key to Beauty owner Amy Chaves styles her Aunt Ana Moitoso's hair on Thursday, April 22, 2021 at the new salon on Tremont Street.

“Even at 43, the first people I called were my parents to ask what they thought. So between family and close friends, they kind of helped push the idea forward and supported me 100%, so that was huge,” she said. .

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Since July, Chaves has been renovating the space, getting all new hairdressing stations and equipment, repainting the walls, getting new flooring, and knocking down walls to expand some rooms.

Chaves said the space now looks completely different, with a “shabby chic” style. She said a lot of the furniture is repainted from vintage items she found online.

Key to Beauty Salon opened on Thursday April 15, 2021 on Tremont Street in Taunton, seen here on April 22, 2021.

“A lot of people said it suited me perfectly, like my personality, my style, which is cool,” she said.

Chaves opens with another boutique stylist named Jillian Faria, who is a former client of his. Eventually, she will look for a third stylist.

Key to Beauty stylist Jillian Faria works with client Lily Shepard on Thursday April 22, 2021 at the new salon on Tremont Street in Taunton.

Chaves is also renovating the salon floor and will soon be offering lash services. She is looking for a beautician to also offer other services.

As for the name of the show, Chaves said it was a play on his name, which is Portuguese, but translates to the word “keys” in English. She said she also likes vintage skeleton keys, so she incorporated them into the salon logo as well.

Chaves said she is thrilled to be open and wants clients to know that she will always work with them and make sure Key to Beauty is a comfortable and welcoming space.

“I’m so happy,” she said. “It’s been a long journey. I’m so happy to finally be here.”


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