July 8, 2025 Breaking News, Latest News, and Videos

Salon Owner Extends His Roots To Santa Monica:

Brightly lit, cleanly kept, and neatly organized, Salon Tru recently opened its doors in December at 614 Santa Monica Boulevard. Although the salon is closed on Mondays, owner Michael Schoenfeld gladly opened the door on a recent Monday afternoon for a peering customer who was unaware of the salon’s hours. He kindly answered some of her questions and concerns about hair care.

With more than 17 years of salon experience and customer service under his belt, it’s safe to say that Schoenfeld is accustomed to going above and beyond the ordinary haircut.

Though this is a fairly new location for Salon Tru, Schoenfeld has owned Salon Tru’s original branch in Scottsdale, Arizona for 11 years. Highly regarded and acclaimed by locals and authorities alike, the Scottsdale location is where Schoenfeld strengthened his skills as a reputable hair stylist.

His roots, however, stem from his childhood.

“I grew up in this industry,” Schoenfeld said.

His first exposure to working at a hair salon began at the age of seven, when his aunt brought him to her hair salon for “Take your child to work day.”

Naturally he was only assigned the mundane tasks, like sweeping hair off the ground – but it was then that he started to become fascinated with the concept of the hair salon and the idea of hair styling as an art form.

He recalls hiding in the bathroom and dying his own hair at the age of 12, as well as experimenting with his younger brother’s hair.

Though he graduated with a bachelor’s degree in textiles and clothing, it was clear from the get-go what his underlying passion was.

Schoenfeld went on to attend beauty school. While he was studying, he got his foot in the door working at the Scottsdale location of Salon Tru, which he would eventually take ownership of.

He said he moved to Los Angeles last year with his husband who had accepted a new job.

After struggling to find a salon job on the Westside, Schoenfeld decided he would just expand Salon Tru and create a second location.

Throughout his career Schoenfeld has fostered lasting relationships with his clients, who, despite the passing years, remain loyal to his services.

He even tries to visit almost annually the owners of a hair salon in Koh Lanta, Thailand, whom he befriended on vacation by teaching them how to perform certain haircuts. Schoenfeld is not unfamiliar to the realm of volunteering, either.

His intentions are pure and clear, as he offers the Thai hair salon a day of service when he visits, and upon moving to Santa Monica, prior to the opening of Salon Tru, Schoenfeld spent some of his time offering to volunteer his services.

Salon Tru consists of 13 stations as well as a two-person dry bar, with the goal of having all assistants on the floor at all times to ensure optimal customer service.

Schoenfeld has, for the most part, retired from the role of hair stylist and acts more as the owner and mentor of the salon.

However, with the current five-star Yelp rating, it’s obvious that Schoenfeld has very successfully guided and instructed his team of stylists. Even though the salon has only been open for a little over two months, it is undeniably climbing the charts and winning over the hearts of the Santa Monica locals – and with legitimate reason.

Salon Tru is located on 614 Santa Monica Boulevard. Its hours are Tuesday through Friday from 9 am to 8 pm, Saturdays from 9 am to 7 pm, and Sundays from noon to 5 pm.

For more information, call 310.394.0878 or visit salontrusantamonica.com.

in News
<>Related Posts

Anti-Drunk Driving Resolution Introduced as City Council Honors Late Palisades Teen Killed in Crash

July 8, 2025

July 8, 2025

Levi, who was set to attend the University of Virginia this fall, was killed by a drunk driver on May...

Free and Reduced Price School Meals Available for Eligible Families in Santa Monica-Malibu District

July 8, 2025

July 8, 2025

Parents in Need Encouraged to Apply, SMMUSD Commits to Nutritious, Accessible Meals By Brandyi Phillips, SMMUSD Chief Communications Officer Santa...

Big Blue Bus to Raise Fares for First Time in Nearly a Decade

July 8, 2025

July 8, 2025

The fare increase aims to offset rising costs for fuel, utilities, and supplies, according to the agency. The Santa Monica...

Shore Hotel: A Local Destination for Summer Fun

July 8, 2025

July 8, 2025

Bring on all things summer. Walking or biking along Santa Monica Pier, you might find yourself taking a pause at...

Santa Monica’s 150th Anniversary to be Celebrated with Vibrant State of the City Event

July 7, 2025

July 7, 2025

Attendees are encouraged to bring blankets, beach chairs, and picnics to enjoy during the performances Santa Monica will mark its...

Soprano Golda Zahra Returns to BroadStage For a One-Night-Only Musical Celebration

July 7, 2025

July 7, 2025

Hailed as “the rising star of the opera world” by The Hollywood Times, internationally acclaimed soprano Golda Zahra makes her much-anticipated return to BroadStage in...

(Video) Hundreds of Drones Light up the Sky for Palisades to Celebrate July 4th

July 7, 2025

July 7, 2025

The Event Marked One of the First Large Gatherings Among Palisadians Since the January Wildfires. The Event Marked One of...

Transform Your Life: The Free Virtual ONENESS GLOBAL SUMMIT Debuts July 18-20, 2025

July 7, 2025

July 7, 2025

The ONENESS GLOBAL SUMMIT, a transformative three-day virtual event, is coming, July 18-20, 2025, offering participants worldwide a free opportunity...

Santa Monica Home Defies Convention: Architect Eric Owen Moss Debuts Shape-Shifting Design

July 7, 2025

July 7, 2025

Pistachio-Colored Marvel Boasts Curving Walls, Sharp Angles, and Challenging Design A striking residence in Santa Monica is turning heads with...

Caitlyn Jenner’s Friend and Former Foundation CEO Dies in Malibu ATV Crash

July 7, 2025

July 7, 2025

ATV Plummeted 350 Feet After Rear-Ending Vehicle in Malibu Sophia Hutchins, former CEO of the Caitlyn Jenner Foundation and longtime...

New SaMo Bridge Program Refers 56 People in First Month; 37 Connected to Services

July 7, 2025

July 7, 2025

According to city officials, the program is on pace to meet its goal of serving 260 individuals annually Santa Monica’s...

Multi-Family Venice Property on Rare Double Lot Lists at Over $5M

July 7, 2025

July 7, 2025

In total, the four units provide 5,398 square feet of living space A multi-family property located one block from Venice...

Hama Sushi Hosts Weekly Music and Comedy Open Mics

July 5, 2025

July 5, 2025

The venue, a Venice Beach staple since 1979, has recently expanded its legendary happy hour to the entire patio Hama...

Connections Breakfast to Network Local Business Professionals in Malibu

July 5, 2025

July 5, 2025

The event, sponsored by Malibu Country Mart, will feature a breakfast mixer where attendees can meet new contacts  A Connections...

12th Annual Gopher Scramble Golf Tournament to Benefit Venice Heritage Museum

July 5, 2025

July 5, 2025

The museum opened to the public in March 2024 at the Main Street Design Center with its inaugural exhibition, “This...