ONE-ON-ONE
All styles are welcome at Ace Barber Shop. Gabe Jauréguiberry means it.
Think of Gabe Jauréguiberry as social media, in human form, for this small stretch of Fourth Street.
We’re sitting in front of his business, Ace Barber Shop, near Fourth and Central SW, and he has greetings for practically everyone who passes by. Many of them know him, including one who says he stopped by to “chat with Gabe and find out what’s going on in my village.”
Jauréguiberry opened his small shop 22 years ago, but it’s not just about cutting hair. He is a part-time professional DJ, so he has a record player and plays LPs for his customers.
He appreciates art, so a rotating display has turned the shop into a “launchpad” for lesser-known talent. (And if you have no talent at all, you can still scribble on brown paper that covers one wall, in what Jauréguiberry calls a “free for all,” with song lyrics, drawings and a random mix of thoughts and comments.)
Jauréguiberry studied audio engineering at Highlands University, but the program was canceled as was the radio station, so he ended up moving to Albuquerque to try his hand at being a DJ. The barber business evolved while he worked at Downtown coffee shop Java Joe’s, sometimes ferrying coffee or a baked good to clients at the “fancy” Heart and Soul beauty salon upstairs.
An employee there encouraged him to apply when the business needed a new receptionist, although Jauréguiberry initially balked because “I was just kind of a skateboarder who’s into art and stuff.”
But, he says, “It ended up working out.”
At his own shop, the motto is “All Styles Welcome,” and he says his clientele is “a pretty crazy dynamic.”
“It’s people running for office and people who slept in the alley last night. It’s cool that there’s places where people can still rub elbows and even just kind of coexist, even for a little bit.”
You have been at this location for a long time. What does it take to be successful?
Paying your taxes. Having a really, really good team. Just showing up (and) being consistent. You know, you could have boring white walls and just play the radio, but if you did really good haircuts, people would still call me. I couldn’t be here without all the really good barbers that have worked with me and the cool artists that have blessed us with their energy and had cool art shows… because that’s a subtle way to tell people about Ace.
How did you find this space?
It used to be called Josie’s Swirl and Curl, and it was old school — like poodle perms. I was working at Heart and Soul salon above Java Joe’s, and I used to skate over here to borrow color hair toner and seem to go back in time. Gerhardt Ackerman, who now owns and runs Anchor and Frame salon, is my old boss and was the owner of Heart and Soul. Gerhardt was inspired by Rudy’s barbershop inside The Standard hotel in downtown LA. I resuscitated the idea, five-plus years later, after many talks about a possible barbershop. I say I was “the boy who cried barber,” because it seemed like I would not ever go to school and become licensed. I graduated from Albuquerque Barber College in 2004.
What are you proud of?
I’m proud of not taking a cut from the art sales. It’s not like being a gallery, really, because we do it for free. I know it’s hard to make a buck and survive with art. Just giving a chance for someone to put their art up for a month and let people see it and like it. It does something for the artist. It’s transformative.
What words of wisdom do you try to live by?
I have this postcard from my dad that I have in my garage, and I just dug back to where it was on my wall. It’s like, full circle, because I have my son. “Keep pedaling and plugging along,” he said. “Keep your nose straight.” I think he was messing with me, because I broke my nose. And then just, “Work hard, save your money and be content.”
Do you have any future plans?
I’ve been taking classes at CNM. I took a sociology class… and last semester, digital studies. It’s all about technology and human interaction with it. Now, I’m taking two art classes. I’ve taught myself a little bit, but it’s really cool to get theory. So I don’t know. I’m just kind of exploring.
What about the future of Ace Barber Shop?
The brown paper (on the wall) … is an interesting social experiment. I have replaced it and have all the (earlier) papers saved. I’d like to digitize it and make a book or something. Like a network. (The shop) has a really good following, and it’s almost like a brand. Even if we didn’t do anything, we could just keep it going. I'd like to not automate, but just make it work more efficiently, or maybe experiment with changing the structure of the way I run it. Just kind of fine-tuning.
What do you like about cutting hair?
Most of my clients I’ve seen for a long time, so it’s like these friends that you make. They come and see you. It's cool to (help) people look good, clean them up with a haircut. I would do it for free, because I like hooking people up, making them feel good, making them look good, catching up, chit chat. I love that stuff.
Ellen Marks, a former Journal editor, writes One-on-One profiles and Scam Watch. You can reach her at emarks@abqjournal.com.