COVER STORY

Rachelle Brandi Geri Jamie

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did you ever notice WOW spelled upside down is MOM? And when you combine those two words you get Geri Palillo, owner/ artistic director at Valeria Salon, MedSpa, & Boutique in Huntersville. Not only is she the mom of four herself, but her own mother exemplified the WOW Factor for Geri growing up and continues to inspire her on many levels.

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WRITER Leslie Ogle PHOTOGRAPHER Chelsea Bren

named my business in honor of my mom,” Geri smiles. “She owned her own cosmetics franchise when we were growing up. Seeing how rewarding it was for my mom to own a business while helping so many women feel better about themselves really inspired me. I’m blessed to still have her in my life.” Geri grew up in Niagara Falls, New York, and later moved to the quaint town of Lewiston, New York, located on the Canadian border. After attending Catholic grade school and public high school, she went on to college where she majored in television

Iproducing and directing. When Geri realized that her curriculum required a non-paying internship, she decided the timing was right to pursue her dream … opening her own salon. With a new-found enthusiasm and her incredible work ethic firmly intact, Geri opted for beauty school instead and the rest, as they say, is history. She graduated from the Peter Piccolo School of Hair Design in Buffalo, New York, and moved to the Charlotte area in 1996. In 2003, her dream became a reality when she opened the doors to Valeria.

Realizing her dream and getting to share it with her family is something Geri does not take for granted.

Using her inspiration and education, Geri and her three daughters have created a unique, high-energy salon environment that employs over 30 sta members. She and husband Jake have been married for over 38 years and have four children: Jamie, 37; Rachelle, 36; Jake, 35; and Brandi, 33. “I’ve always loved hair styling, cosmetics, and self-care having grown up around the industry,” Geri explains, “and this of course led me to beauty school. I still love it 41 years later, and the fact that I get to work with my three talented and amazing daughters is the cherry on top!” Not your everyday beauty salon, Valeria is what the ladies like to call “a destination of change” and that would be an accurate descriptor. From the ubiquitous mani/pedi to the most delicate medspa procedures and treatments, there is nothing ordinary about Valeria.

“We are not just the best hair salon in the Charlotte region,” says daughter Jamie, part owner and manager, “we are a destination of change. Valeria has been an innovator in the industry, and I am so proud to be a part of it. I had always dreamed of going to work with my mom, so after high school I went right into beauty school while my parents built the salon.”

As life often does, it showed up with its challenges and priorities took a turn during this time. Jamie developed encephalitis after a viral illness and nearly lost her life. Having to undergo brain surgery, she had to leave beauty school … but she was otherwise undeterred. “Although I had to go into a management role at the salon instead of a stylist, I am beyond grateful,” Jamie relays. “Sometimes life throws you curve balls, and you have to make the best of it. I was given a second chance at life which inevitably changes your perspective. I try to make the most out of every day and treat it like the gift it is.”

at gratitude for life is shared by sister Rachelle who is also part owner and serves as artistic director at Valeria. Rachelle graduated from the Aveda Institute of Charlotte where she learned cutting-edge styles and techniques from global industry experts. “Creativity, unmatched talent, and an open dialogue make Valeria a unique place to enhance your beauty and embrace the idea of wellness,” Rachelle says.

“My parents were one of the rst 20 years ago to create the large-scale boutique in a salon,” adds sister Brandi, the salon’s bookkeeper and mom of three. “Our slogan ‘Valeria Is Your One Place For All Your Beauty and Wellness Needs’ is what we are really all about. In fact, it’s more than a slogan, it’s who we are! Whether you choose to experience one of our many spa amenities, opt for our medspa services, get your nails done, or shop our trendy boutique, Valeria does it all in a way you’ve never experienced … we truly are unparalleled.”

Realizing her dream and getting to share it with her family is something Geri does not take for granted. She has survived the storms and her Catholic upbringing gives her strength—carrying her through some of her darkest days. “I know our family can survive anything when we have each other and our faith,” she says. “And we have been through a lot, but it puts everything into perspective. We all love our careers, but we enjoy spending time together outside of work, too. We like taking family trips or just getting all the kids and grandkids together for a dinner out … table for 19 please!” w