A pampering ‘mantuary’ that is oh-so-luxe
Imagine stepping into a masculine space combining classic and modern elements, with lots of leather and wood in a somber palette of black and cinnamon, dedicated to grooming and pampering men. Technology is seamlessly integrated with this old-school vibe, having classic barber chairs equipped with built-in USB ports and audio jacks, and mirrors that magically become on-demand personal video screens. More than a barbershop, this plush “manspace” is The John Barbers Groomers.
Behind this luxe establishment are Iñaki Garcia, George Salud and Jojo Limpo. Iñaki and George were batchmates in high school, and classmates in college, both graduating from the De La Salle University. They started their menswear venture called Tieline in 1987, Mergers in 1993, and now The John Barbers Groomers, which opened in 2014.
Jojo Limpo is a Bachelor of Fine Arts graduate of University of Santo Tomas, and is currently the creative and marketing director of Rudy Project Philippines. At John Barbers, Iñaki Garcia takes the overall lead as managing director, George Salud as marketing director, and Jojo Limpo as creative director. They have two branches located in the Somerset Millennium and Ascott Makati hotels.
Iñaki and George noticed an upswing and growth in sales in the men’s grooming category 10 years ago due to the emergence of social media, which made men more conscious about how they look. Having been in the menswear business for more than two decades, the partners decided to enter into the barber business, which caters to the very same male market that they have been familiar with for years, and engaging in the business of looking good. What you wear, and how you look, were a perfect match.
But what’s in a name? First there was James Tailor (yes, amusingly there is a tailoring shop in Bangkok with the name of the famous singer), now here we have John Barbers. Is the business named after anyone in particular? Says Iñaki, “We wanted a name that immediately says that the place is for men. It also had to say what we are. John Barbers could be a real person’s name, but it exactly represents us. With it, there’s no mistaking who we are and what we do, while creating for the shop a distinct identity.”
By distinct identity, Iñaki expounds that John Barbers is intimate and personalized. “We wanted a more exclusive barbershop by limiting our Somerset branch to just six seats, and our Ascott branch to just five seats. It has made the experience more personalized with full attention given to each client on their appointed time. The smaller- scale operations made it a more quiet space rather than a marketplace.” George adds that since both of their branches are located inside first-class hotels, “it gives our customers a more exclusive experience, giving clients the feel of luxury entering a hotel to have their grooming time. We intentionally avoided being located inside a crowded, busy and noisy shopping mall.” Furthermore, says Jojo, “We offer more privacy. We have included semi-private rooms for customers who value their privacy during their most relaxed moment. Our ‘out of the mall’ location gives our clientele a more private space or mancave to let their guard down away from the public view.” Then there is the ambience: “We became the game changer in terms of ambience and lighting by intentionally choosing a more dim but efficient lighting instead of the typical bright and glaring daylight lighting. This has given the place a more cozy mood and vibe and makes our clients want to stay longer. Even our selection of music is planned to match the overall mood of the barbershop.”
A recommended signature service is the Premium Shave, where the experience follows the old-school and traditional hot lather shave. It starts with a hot towel infused with essential oil to open the pores and soften the facial hair, then the pre-shave oil is applied for a smoother glide. This is followed by a hot lather shaving cream using a badger hairbrush, then a straight razor shave. The next step is a cold towel wrap to close the pores. After which is a 15-minute collagen serum facial mask treatment with the client enjoying a relaxing barber’s chair massage. The final step is a moisturizing aftershave balm that completes the process, leaving men looking sharp, feeling refreshed and rejuvenated. The relaxing scalp treatment called Frost Bite is another favorite signature service. The icy cooling effect on the scalp, while enjoying an electric scalp massager, helps prevent dandruff and revitalizes and moisturizes dry scalps.
I asked George what were their little touches and “extra” services that set them apart. “Our inspiration for every barber station was to simulate the business class seat in an airplane. And so we integrated most of the features to be within reach without leaving the chair — mirror TV in every seat, built-in charging stations, individual shampoo bowl directly across every seat, valet stand for jackets and personal belongings. We even have a magazine rack, slipper tray, and eyeglass holder per station. We also have a library of collectible books and reading materials about men’s grooming and fashion.” What’s more is that they have a shower lounge. Iñaki chimes in: “For our Somerset branch, we added a pay-in shower lounge, an amenity usually found in most airport lounges around the world. Rented by the hour, it’s a fullscale bathroom suite with a glass-enclosed shower, toilet, vanity sink, lounging chair and a full-size mirror. The fully air-conditioned suite also comes with towels, bathrobe and basic toiletries. It caters mostly to people who work who may have an event in the evening, but don’t have time to go all the way home to freshen up. It’s also becoming popular now among bikers and riders who need to quickly freshen up amidst the soaring heat index.”
Of course, the stars of their business are the barbers and trained staff. “We have a total of 16 people on our team, eight of them are barbers, whereby 90 percent are considered as ‘founding barbers’ who have been with us from the time we started,” says Jojo. “They have earned their clients through loyalty and dedication with their craft. The rest of the team is composed of our skilled nail technicians, guest receptionists and in-house messengers.”
John Barbers’ client profile is dominated by CEOs, businessmen, professionals, expats, members of the diplomatic community, described as “men who can control their own time and could work from anywhere.” They also cater to a younger demographic, including the likes of junior executives, students, managers and celebrities. As they are strategically located in hotels, they serve a global client profile of hotel guests from different nationalities as well. This explains why there are dollar as well as peso prices in their service menu.
Former congressman and actor Monsour del Rosario, who is now president of ASEAN the Taekwondo Federation, is a loyal client. “I like John Barbers because of the first-class and VIP experience — from the haircut to the hair treatment services that they offer,” he says. “I always feel at home whenever I am there. The warm hospitality and friendliness of the staff, I feel, is very sincere. Not to mention the fact that the owners of John Barbers have been my friends since high school and I am here to give my full support and patronage.” Another regular is Dino Arevalo of Toyota Motor Philippines Corp. He raves about the “’barbers delight” because it isn’t only about the haircut, which is pretty much dependent on a barber’s skill. It’s all about total customer experience — from appointment booking, to reception, to the actual haircut and shampoo, until the extra shoulder and hand massages. I always feel recharged after a quick visit to TJBG. I have never had a bad haircut here, as all barbers are highly skilled.” He is also happy about the easy VIP parking. Lastly, he mentions the refreshments.“I appreciate the simple touches of customer service like being offered coffee and cookies immediately after I arrive and take my seat on their comfortable lounge sofas. I also appreciate the relaxing massages on my head, arm and back after the haircut. It helps relieve the tension from my tired body after a tough week at work. Soothing calmness and total relaxation are its unique points.”
Popular vet and owner of Animal House Dr. Ed Unson claims that John Barbers is his safe and relaxing space for a good haircut, beard trim, foot spa and pedicure. “I absolutely love going there monthly. It has a very cozy, warm look that makes you feel right at ease. It isn’t noisy and never crowded, And thank God for no loud music or noisy chitchat of customers and staff. There is a perfect sense of personal space there. The barbers have a very good sense of style, are well-trained, they know what will look best for you, and they cut very well. I always come out with a big feeling of: Wow! Hot coffee, tea or calamansi juice and a cookie is an excellent touch. The staff always smile, are always polite. Everything is by appointment so there is no chaos in the reception area. Their grooming products, oil and shampoo are equal to what one will get from super-expensive barbershops in the US and Europe.”
All this positive feedback makes me feel like secretly trespassing into this fortress of masculinity for some pampering. But then I was told that, surprisingly, John Barbers has women clients, who also get haircuts, manis and pedis. So ladies, we, too, are welcome to this man sanctuary — or “mantuary” — as well.
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Visit their website (johnbarbers.com) or contact their branches at Somerset Millennium Makati at 8887-JOHN (5646), 0998959-JOHN(5646), 0917575-JOHN(5646); or at Ascott Makati at 7755-8202, 0998599-JOHN(5646), 0917517-JOHN(5646). Follow the author on IG @toda_monique.
