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50 December 2015 | beautystorebusiness.com its website, the treatment is "a revolutionary process that has the ability to transform hair to its healthy, shiny state … After treatment, hair maintenance is virtually effortless and unscathed by humidity, rain or perspiration." KEEPING UP WITH THE PETRUCCELLIS As if seven branches were not enough for the Petruccelli family, they own a beauty supply store in Latina, Italy. Today, PIBBS ships out five to 10 containers (hundreds upon hundreds of orders) per week to beauty distributors across the nation. To put this in perspec- tive, Damiano Petruccelli Jr. says they ship out around 5,000 hair dryers alone per week. From the runways of Paris Fashion Week to Kim Kardashian's Instagram account, PIBBS tracks evolving trends in the hair industry to keep up with "what's hot." When asked about keeping up with current trends, Damiano Sr. explains that trends "… generally go like the wave of the sea. One time one way, one time another way." "Now," he continues, "[the style is] still 'clip-clip' cutting, but I see little by little [the trend] going more [in to] styling. It's still designed by clippers. Even with the female now, the styling starts to come in. A lot of hairpieces you see are coming in to the evening look. We go according to that; the way we market the products [is] based on what is of more use. The haircare products are based on what those three things determine: a lot of gel, that's still going on a lot, a lot of working with irons and with blow-drying. We have to move fast to keep up with the times." "Still, the trends from hairstyling come more from Europe, England, France and Italy," he says proudly. "Hairstyling is based now on the 'soft look movement.' People get tired of seeing everything clipped. Female long hair worked with irons, blow-dryers and some products." Damiano Petruccelli Jr.'s perspective of the trends is somewhat different, particularly as it relates to Turbo Power. "As far as trends, for us, it never matters because our product is always used, no matter what the trends are," he explains. "It's not like we have to adapt to the changes because our tools are always used no matter what is happening." As far as advice for young beauty entrepreneurs looking to make their marks in the beauty industry, Damiano Sr. defers to his son, Damiano Jr., who offers the following: "Be persistent and to love the field, first of all," he imparts. "In this industry, if you don't love what you're doing, you won't go far. This is a small industry; everybody knows each other. It's just a matter of networking and loving your craft and just being persistent at what you do. I believe anyone who has those qualities will be successful." When asking Damiano Jr. about working so closely with his family, he shares: "I grew up working with my family, so it's all I know," he says. "I definitely recommend it. Not only the trust factor, but to work with family, there's no other experience like it." When asked about the best-kept secret in the hair industry, Damiano Sr. pauses for a moment to think, and after a few chuckles, he responds: "Invest in a very good blow-dryer and a very good iron." His reply is reminiscent of why PIBBS has become so successful: It is simple, charming and straightforward, just like Damiano Sr. himself. ■ Stephanie Joplin is a writer based in Houston. She has written for Houstonia, Banana Fusion and American Survival Guide. In 2013, Joplin was named as one of Houston Modern Luxury Magazine's "Prettiest and Wittiest Female Sports Writers." Interfashion Michael D'Amasco, head of Interfashion PIBBS also supplies salon furniture. Avena Beauty Lumetrix is a hair color with "duoport technology" that lifts existing color as it deposits. This hair dye is great for vibrant and wild hair colors as it eliminates bleaching. avenaworldwide.com A L c t l a h v h e a La-Brasiliana Keratin Treatment with Collagen is a revolutionary process that has the ability to transform hair to its healthy, shiny state. It protein replenishes the condition of the hair, without damage, and can be used on all hair types. la-brasiliana.com Armando Petruccelli, head of La-Brasiliana La-Brasiliana "We have to move fast to keep up with the times." ÑDamiano Petruccelli Sr. PIBBS also supplies salon furniture. orde acro tive, ship per w F Wee acco in t "wh W curr tren Images courtesy of PIBBS Industries