With flattops, fades and straight-razor shaves, a Northwest Side business owner seeks to revive the time when the town barbershop was the place for the latest gossip.
Paul Potts and his mother, Pam Potts, opened the shop, called Swade, at 2005 W. Ruthrauff Road in late September 2005.
When Potts grew tired of his Phoenix multimedia company, he traded his office life for a pair of scissors and went to barber school. With help from his mother, who had worked at two beauty salons, Potts fulfilled his dream of owning a barbershop.
"I wanted to make it different," he said. "It's great if you do it from the heart."
Stepping into the Western-style Swade seems like going back in time. A pair of long horns graces the doorway, and old shelves and cupboards line the walls.
"We would like it that everybody comes in and feels comfortable," Pam said. "We need to get it back to the feeling of community. People like the warmth; you don't get that very much anymore."
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One recent afternoon, the stereo played Johnny Cash tunes as Paul refined customer Heath Kenyon's flattop. When he finished the flattop, Paul whipped out a handheld massager and gave Kenyon's shoulders a quick rub.
"That's why you have to come right after work," Kenyon said with a wide smile as he held a complementary bottle of water.
This is the second time he's come for a haircut and a shave, Kenyon said, and he really likes Paul's "quality" work.
Before coming to Swade, he went to a barber in Phoenix. One day he drove by Swade and saw the sign outside, which prompted him to give it a shot.
"The people are nice, there's little wait time, the massage is great, and you can sit down and relax," Kenyon said.
It's not only the feel of the place that the Potts want to draw customers with — they also strive to keep prices down, Paul said. His flattop is $15, a razor fade is $16, children under 12 get a haircut for $12, and a regular haircut is $14.
Women are just as welcome as men and can get any kind of haircut, but Swade does not perm or color hair, Paul said.
Since the business opened last year, the number of customers has increased every month, Paul said. The Potts and their three employees have been quite busy lately, with about 20 to 30 customers a day.
"It's all word by mouth, and it's really growing fast right now," Paul said.
In the future, Pam and Paul plan to put in a manicure station and to have local artists display their work at the shop.
Paul wants to build an inside balcony and add signs and a window to give the place a more rustic feel, he said.
Apart from his mission to deliver quality haircuts and socialize with guests, Paul said he is devoted to keeping the intimacy that made the Old Pueblo special to him while he was growing up.
"There are things I remember about Tucson and they are slipping away with Hidden Valley Inn," Paul said, referring to the landmark restaurant that recently closed. "It's about time we get our identity back. We should be proud of who we are."
Check out Swade
● Swade is at 2005 W. Ruthrauff Road. It is open 9 a.m. to 6 p.m. Tuesdays through Fridays and 9 a.m. to 1 p.m. Saturdays. The phone number is 690-5474.
