At the Short Hills Mall, a One-Stop Beauty Shop

BLVD, a new salon in the mall’s Neiman Marcus, houses four distinct beauty-service brands.

BLVD houses DreamDry, Pucker Eyelash Extensions, Spruce & Bond and Valley Manicure & Nail Art. Courtesy of BLVD/Donna Dotan

Let’s face it, the maintenance it takes to look your best can be time consuming. Once you identify the brands you prefer, you have to schedule appointments and run around town getting to them. Enter BLVD: Brows, lashes, blowouts and manicures, all in one place.

BLVD co-owner Robin Moraetes’s new salon puts four favorite beauty-service brands all in one place: Neiman Marcus, Short Hills. Courtesy of Robin Moraetes

To Robin Moraetes, BLVD’s co-owner, the concept was a no-brainer. Moraetes spent 17 years as a marketing exec coming up with innovative ways to promote mega-companies such as Dell, Moet & Chandon, Coca-Cola and Starwood Hotels & Resorts.

“When Starwood needed a way to encourage high-membership-point earners to use their points, I got creative,” Moraetes says. “Rather than just booking a stay, we offered once-in-a-lifetime experiences, like in-person meetings with celebrities.”

Moraetes brought that same ingenuity when she was ready for a new venture. She joined forces with fashion designer and Jersey native Rachel Zoe to launch the blowdry bar DreamDry in 2013. “We wanted to elevate the assembly-line kind of salon and create a sophisticated experience that was fast and higher end.” Clients appreciated the one-hour service by DreamDry stylists—who complete a proprietary training program to ensure quality—and the ability to earn points toward future services. DreamDry took off.

In 2017, the pair took the idea a step further by adding other beauty services to the mix. That meant acquiring brands already at the top of their games that offered stellar services and name recognition: Pucker Eyelash Extensions; Spruce & Bond (a brow lab that offers facial peels and hair removal); and Valley Manicure & Nail Art.

“We took the best brands and put them in one place,” Moraetes says. “There’s no guess work. Clients know these names, know what to expect, and appreciate the convenience.”

BLVD (Neiman Marcus, 3rd floor)
The Mall at Short Hills

973-847-2583
yourbeautyblvd.com

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