With the Groom Guy, Darius Davie is bringing a modern grooming experience to boutique hotels and resorts.
The barbers at Groom Guy talk to their clients as a doctor would consult a patient. "That all starts with asking the right questions," Davie says.
Groom Guy welcomes men into a hotel's spa spaces.
The spaces may be small, but they are mighty. "We are drivers that help attract customers to the hotel," Davie says.
Coming out of the pandemic, Barber Darius Davie envisioned a new concept that merged an upscale grooming experience with the luxury hospitality industry.
Originally founded in New York City, Groom Guy brings a modern twist to the old-school barbershop, and Davie’s establishments are finding their homes within luxury hotels and resorts, helping to welcome men into the spa spaces that traditionally cater to a female clientele.
“At the height of the pandemic, we saw there was a need around the conversation of wellness—we saw an opportunity to expand the notion of wellness to include grooming services,” Davie says. “At the same time, luxury hotels wanted to offer men services in wellness beyond the fitness center.”
Raised in Manhattan, Davie grew up with a view of different cultures, and he was able to explore that through hair. After training as a barber, he worked for a startup that focused on the men’s grooming industry and then transitioned into a salon setting. Throughout that journey, Davie started to envision a new grooming concept within the hospitality industry.
The first Groom Guy found a home in the boutique Yours Truly Hotel in Washington, D.C. South Florida’s world-class PGA National Resort is home to the newest Groom Guy, which is located within the resort’s 40,000-square-foot immersive spa created by V Starr, the design firm owned by tennis star Venus Williams.
Groom Guy’s barbers are classically trained and use elegant hand-crafted razors and Art of Shaving products. From artisanal cuts and straight razor shaves with Damascus steel blades to custom leather barber chairs and hand-crafted grooming products, every aspect of this barbershop has been meticulously designed to provide visitors with the finest grooming services. In addition, Groom Guy offers a selection of premium grooming products, including haircare, shaving and colognes.
“Because Groom Guy is uniquely placed within these hotel settings, the experiences naturally come with the benefits of those settings, such as fully immersed waiting areas, parking with valet and food and beverages nearby,” Davie says. “Our barbers sit down with their clients like a doctor would a patient, with a more intimate approach to the consultation—that all starts with asking the right questions.”
Because the barbershops are catering to the guests of each hotel, Groom Guy’s clients are more transient than a traditional barbershop. But Davie sees his clients as ambassadors who are spreading the word about the brand far and wide, and he believes his partnerships with the hotels bring their own unique marketing benefits.
“Located in the resorts, we are able to understand the different seasons, pivot our business toward a members’ club located within the hotel, and we can work directly with the hotel to cater to groups, whether that’s a wedding party or a conference. We can even run a cocktail special with the hotel bar,” he says.
Davie sees Groom Guy as a wellness lifeline for these hospitality spaces, and says he can customize future locations to meet the needs of the hotel as he expands the brand in the future.
“We are the drivers helping attract customers to each hotel,” Davie says. “I like to compare ourselves to the automotive industry, and I love companies like Porsche, because it’s a brand that has become timeless with a two-chair signature car. We also are a two-chair space. I always use that comparison when I think of luxury and where we want to be.”
The Groom Guy is actively recruiting for new talent at its South Florida location at the PGA National Resort. Click here to learn more.