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ROCKLAND — A salon specializing in dreadlocks is giving the community a twist on natural haircare and a salon experience.
When you walk into DreadGuru you’re greeted with warm lighting, lush green plants and friendly faces.
“We welcome everyone with open arms,” Alberte Fernelus, owner of DreadGuru, said.
The salon, located at 331 Centre Ave., Rockland, invites all hair textures and ethnicities to start their dreadlock journey.
“We have all types of people who come in to start their new journey. We do not discriminate here. Everyone is welcome and accepted as they are,” Fernelus said.
Fernelus opened DreadGuru in 2019 after being booked and busy with friends and family with appointments.Before officially opening the salon, Fernelus took clients from the comfort of her Brockton home as a part-time hobby.
It wasn’t until her children started calling her the “dread guru” and the clientele expanded exponentially that she decided to quit her day job as a social worker to pursue her newfound career.
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“People referred me to their friends and family, and it grew over time. The transition to moving from my home to an actual salon was easy,” Fernelus said.
Fernelus was fully booked every week, so this idea didn’t seem farfetched.
“There’s not many dreadlock salons around in the area. That’s what sets us apart from every salon,” Fernelus said.
The entrepreneur worked in a friend’s salon to get her feet wet in the haircare industry before going entirely solo.
Loyal clients were thrilled to know the once-social worker started working for herself and found a retail space.
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The first location was under the Ailano School of Cosmetology in Brockton. The salon had two sides, one for regular services and the other side for dreadlocks only.
Fernelus moved to the Rockland location and has been there for three years.
“I specialize in all things dreads,” Fernelus said.
From retwisting and detoxing to fixing broken pieces of the dreadlocks, Fernelus can do it all.
One of the main focuses is teaching clients how to maintain their natural hair. The salon has a section that sells premium, high-quality salon products that most stores do not carry.
“She is like the mother of dreads, not only for people who get their hair done, but she’s also a mother figure to all her clients. Whenever you’re having a bad day, you can come in, watch a movie, relax and vent if you need to. It’s always a good environment with amazing energy,” Rebecca Bell, a dread specialist at DreadGuru, said.
In the future, Fernelus is opening two new businesses a couple of feet away from the salon.
A restaurant, “Fab5 Restaurant Bistro,” and “Element Wellness Center and Juice Bar.” Both businesses will be in the same plaza as the salon.
The center will feature ancient healing techniques, yoga, crystal healing, sauna, sea salt therapy, infrared light therapy, herbal medicine, Botox and IV infusions.
The restaurant will be a fusion of Mexican and Haitian cuisine.
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