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Shop Salute

The mind behind Title City Barbers on why the client is always king

words by: Jacob Seferian
Mar 12, 2020

In only a few years, Title City Barbers has become a Northeastern heavyweight.

With several locations in Greater Boston area, the shop has earned a reputation for excellence. Technique aside, their business model is simple: make the customer happy. Owner Josh Pereira is not afraid to invest in a client – after 15 years in the biz, he knows it’ll pay off. He understands the importance of cultivating an experience to accompany the cut. Whether it’s a kid or an NBA player in the chair, Title City Barbers treats you like a royalty.
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ULTRA talked shop with Josh.
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How long have your shop’s doors been open?

Four years.

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Name a business obstacle and how you overcame it.

Oman I had a lot obstacles and still do [laughs], but one was I had change the name of our shop to Title City Barbers because of trademarking issues. That really bummed me out, was down for a couple months… I really loved the name Title Town Barbershop because that’s the nickname of Boston. The way I’ve been dealing with obstacles is taking time to breath and pray about it. Talk to my team and thank God it works good in the end.
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What’s the most popular cut with men who come into your shop?

Right now fades are really in style . If they get a comb-over, crop, long curls to waves – they always usually fade the sides.
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How has SQUIRE helped you grow your business?

Man, SQUIRE has made it so much easier for me. The barbers see their reports [of] how much they made daily, weekly, monthly, etc. so it makes my business very transparent. This avoids a lot of headaches. Also they can see all their appointments.
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On our side, we can see the barbers’ retention rate which helps us understand who is doing great and who is not. So [then] we can help that barber. We can also send text marketing campaigns. Man, I can keep going it’s so much… another one is that [the technology] looks so modern and beautiful.

“More and more, men are researching ways to look better…”

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Why do you think customers keep coming back to Title City Barbers?

One of the biggest reasons the clients love coming back is because any shop [of ours that] they go to, they get the same services with the same products. So it’s consistent in every shop.

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How important is community to your business?

Without the community, we wouldn’t survive. We give back with charity events, and local sports teams and I also help people struggling with addiction because I also experienced that battle in my mid-20s.
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What’s more important – the cut or the experience?

Honestly, I think it’s the experience. I’ve seen a lot of cases where the haircuts are great, but clients are not going back to the shop because they were treated rudely, had bad customer service, or the shop wasn’t looking clean.
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It seems that, culturally, men are investing more time and money into their appearance – have you seen examples of this at Title City?

All the time clients come in showing pictures of a haircut they found on Instagram or Google. So more and more, men are researching ways to look better. Once they see me blow drying their hair and how good it looks – they want buy the same product we use in the shop. Back in the day, men wouldn’t even touch a blow dryer [laughs].
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What’s the best business advice you’ve ever gotten?

My mentors told me take care of your barbers – they will take of your clients, and the clients will take care of the business.
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For more information on Title City Barbers, you can visit their website here.

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