 By Robbie Walker Okamoto
STAFF WRITER
Judith Douglas, Enjoying Life’s Roller Coaster Ride
Judith Douglas spent the first 17 years of her life in San Ysidro. It was, she remembers, a time when, in the slang of those days and in that place, “surfers [Americans] and cholos [Mexicans] fought constantly.” Home wasn’t a peaceful haven, either, so Judith left as soon as she got her high school diploma.
“I slept in my car that first night away from home because I didn’t know where to go or what to do next!”
What came next was cosmetology school and, after receiving her license in California, a job at a Super Cuts hair salon. The owner of the franchise noticed Judith’s flair for selling products and her ability to energize others, and it was only a matter of months before she became the youngest manager among his 22-store network.
“It was a little scary at first but also incredibly energizing, working hard and actually achieving really good results. As my shop’s sales and revenue numbers kept going up and up, the owner asked if I’d be willing to be a ‘floating manager.’ So I then started going into his troubled salons, revamping and cleaning house.”
Judith loved her work, and results showed the energy she devoted to her job. They also attracted the attention of competitors. A representative from Paul Mitchell pursued her to join his company.
“Kevin kept calling me and calling me, telling me about how far I could go with Paul Mitchell, but at first I wasn’t interested. He persisted, though, and finally persuaded me to attend a Monday meeting with their sales reps. I was totally amazed at the possibilities, and decided to switch companies.
“Kevin became my mentor, and he introduced me to such important concepts as setting goals and the power of positive thinking in sales jobs.”
Judith’s new territory encompassed the area where she grew up in south San Diego County, running from 32nd Street down to the border. When she took over, the stores generated $6000/month in product sales; she revved that figure up to $54,000/month.
“What were my secrets? I talked to everyone, and I held contests. I’d show up at the stores and talk with everyone, literally. And I’d run contests – they all loved trying to get that prize!”
Judith did so well that she was asked to help resuscitate the failing Tijuana distributorship. As an added inducement, she was made co-owner. Her career, however, took a sudden dip.
“I couldn’t sell anything in TJ, and at first I couldn’t figure out why. I finally decided to take a survey to see what I was doing wrong. I found out that I needed to first make friends with the stylists and then sell, instead of the other way around. I learned th
at it’s very Mexican to approach sales from a social aspect.”
The roller coaster headed back up, and in her three years in Tijuana, her territory expanded to encompass all of Baja. Eventually, though, the ever-mounting responsibilities and stress led to Judith’s giving into depression and leaving Paul Mitchell.
Rosarito was where she came to recuperate and regain her balance.
“I rented a house, did some sewing and reading, and even a little bit of partying, which I hadn’t had much time for before. For two years, I didn’t think about getting back into the business. But, I finally had to face the fact that I needed money. My first enterprise was a small one. I went down to the river beds, collected small stones and rocks, cleaned them and put them in velvet bags.
Then I went to salons and sold them to be used for pedicures.
“It was on these little sales visits that I noticed that managers needed help with their inventory. I suggested to one that I become his exclusive shopper and inventory manager, where I’d go to TJ to buy all he needed and then take my cut. I had three clients take me up on that offer, and it was a nice living, but the work was too easy and I started getting bored.”
Six years ago, Judith hopped back on the roller coaster and plowed her 401(k) money into her own salon, where she went back to styling and cutting. Susy, who does waxing and manicures and pedicures incorporating reflexology techniques, joined her three years ago.
“People find us mostly through word-of-mouth. I love my business, and I want more customers, but the ones I have are great. I want to thank them all! Most are Americans; they really know what good salon service is, and they expect me to deliver it.
“I’m living at a more relaxed pace now, though, which I like. I’ve got a little boy of my own, and we play outside every day. A simple life is what it is. But I’m not bored now!”
The Douglas Day Hair Salon is open Tuesday through Saturday, and is located on the main road south of Rosarito Beach, approximately two blocks north of the stop light. Appointments are advised but walk-ins are welcome. Judith speaks English and Spanish. Please call 661-612-5731.
Robbie Walker Okamoto lives in Baja, and can be reached at robbiesw@hotmail.com. She welcomes your suggestions for people to feature in a Baja Profile.
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