By Charles McClure

news@ltview.com

Before generics took hold of the universe, men and women traditionally went to different shops to have a haircut. There were good reasons for gender-specific attention — women might need an eyebrow wax while guys need the back of their necks shaved after styling.

While the world is full of beauty shops, barbershops are difficult to find. But that’s no longer the case in Lakeway.  Finley’s Barbershop — a locally owned and operated business located in Lakeway Commons stands ready to treat guys right. The shop opened last month.

“My business partner, Scott Finley, owns a salon in Lakeway called Salon-U,” said co-owner Darren Peterson. “Scott and I have been friends since I first moved to Austin 13 or 14 years ago. Throughout that time, we discussed the possibility of going into business together. He has a real passion for hair and has been a stylist for many years. We began seeing a trend a couple of years ago in metropolitan areas like Chicago and San Francisco of high-end, men-only, shops.”

The longtime friends realized that Lakeway might be ideal for just such a shop, and Finley’s was born.

“There is a trend toward catering to men — bringing back that sense of a place where a guy can go, get a good service, and not be in a spa or a women’s salon atmosphere,” Peterson said. “Finley’s is a place were a guy can put down his cell phone for a while and get the services he needs and feel comfortable.”

Men of a generation who remember the heyday of the barbershop will love Finley’s. Younger gents will find out what the older guys have always known — a barbershop features a different atmosphere that naturally lends itself to networking, as well as good grooming.

“Finley’s is like an old-school barbershop, just with a modern spin on it like free wi-fi, complimentary beverages and massages with every cut and shave service,” said Peterson. “We offer all the services that men would specifically want. I, for one, am very passionate about shaving. There’s nothing quite like a good, close, straight-razor shave. But we also offer other services like executive hand detail — a manicure for men.”

Finley’s also offers scalp treatments for men as well as a complimentary beverage with every visit.

“Scott and I thought this kind of shop would be perfect for the Lakeway area,” Peterson said. “We are very familiar with the area and it just seemed like Lakeway, with its upscale-style of living, would enjoy a shop like this one. Lakeway is a prime residential destination. It is a place where you live and don’t stray very far on the weekend. Everything folks need is right here in Lakeway and we felt it needed a place for guys as well.”

A shave includes proper preparation for the straight-edged experience, starting with warm towels wrapped over the face.

“When I was young and went to the barbershop, they always had a process,” Peterson explained. “That process included washing your hair, an option for a conditioner and a warm towel.”

Often barbershops will “up-sale” gentlemen additional services.

“Scott and I hate to be ‘up-sold,’ so what we have done is include everything we can in one service at one price,” Peterson said. “When you come in, you are always going to get your hair shampooed, you will always get a conditioner, always get a hot towel treatment with a lavender sent and at the end, you will always get the massage.”

Finley’s is a place for men to — in a word — “chill.”

“Our customers are able to sit back and enjoy a complimentary beer or glass of wine on the patio over-looking the Lakeway Yaupon golf course, catch up on the score of the game or latest headline news from multiple flat panel TVs or catch up on e-mail, thanks to the wi-fi,” Peterson said. “In true barbershop fashion, Finley’s is the perfect place to just chew the fat, get a great cut, an even closer shave and fit in a shoe shine while they’re at it. Our professionally-trained  and licensed staff will also provide additional services for a true next-generation barber experience.”

Peterson said customers will not face the mirrors as they receive services, but will face each other.

“This gives customers an opportunity to watch TV or talk amongst themselves if they wish or not,” Peterson said. “This is going to be the kind of place where conversations can start organically. It isn’t about the stylist or barber talking to the client, but rather a place where guys can come in and talk about sports or the community if they wish.”

Finley’s offers a very comfortable waiting area and also offers a line of products that are difficult to find elsewhere.

“We are carrying two product lines,” Peterson said. “One is strictly a cologne and shave line called Truefitt & Hill. We also use a hair product line called American Crew.”

So guys, get ready for a little pampering — it’s your turn.

Finley’s is located at 900 RR 620 S, Suite A108 in Lakeway. Call 394-8684 for an appointment. The shop is working on a Web site at www.finleysformen.com.