Chula Vista barbershop owner Danny Daniels sees hair as a form of self-expression; one that not only shapes others’ perception but also significantly improves how you see and carry yourself.
Growing up in the urban jungle of Los Angeles his appearance was always No. 1. He was influenced by his barbering mentor as a teen, specifically providing the “full” experience to clients, a practice that inspired him to start his own business nearly two decades later.
“Being in high school I always wanted to have a good look, impress the girls…”
As a teen he’d get a clean cut (short up top and skin on the sides), twice a week, once on Sunday and again on Thursday.
He grew to appreciate the time and effort his barber put into his haircut and soon fell in love with the craft of barbering.
“The experience alone is what drove me to buy my own set of clippers,” Daniels said. “I remember every time I’d go I’d get there early and watch. I was fascinated by my barber and the type of services he provided.”
A self-taught barber, Daniels was just 16 years old when he began his love affair with barbering. At the time it was more of a way to put money in his pocket. He didn’t realize he could actually make a living out of it.
At 33 and after barbering for nearly two decades on the side, he opened up Barber’s Den on Sept. 29 in the heart of Chula Vista’s downtown district at 462 Third Avenue.
“I love Third Avenue in Chula Vista. I like that even though the city has a lot of people it still has a small town feel,” he said. “I saw the process of the revitalization and I wanted to be part of it.”
Daniels initially thought of opening a craft beer business but ultimately found it required too much capital.
Instead he fell back on what he did well and began to focus on learning the business of barbering.
“I do barbering because I’m passionate about it,” he said. “I would do it for free if I could and sometimes I do.”
Daniels began doing research while taking night classes after work at Urban Barber College. He also took a job working at a barbershop in La Mesa on the weekends and began to develop a loyal following.
Leaving the 9 to 5 was intimidating he said, but the risk of reward was confirmed when in just four months he saw his check from barbering double in size when compared with the one he’d been collecting for years.
Today Daniels said he strives to mimic the same service he received from his barber. He said that “full” experience includes a clean shop, good conversation, attention to detail and positive vibes.
“You walk out feeling like you really got your [money’s] worth.”
