EShave officially has joined the trendy Manhattan barbershop scene.
The men’s grooming firm, which opened a store in Rockefeller Center in October, has hired master barber Steve Avezov. A native of Uzbekistan, Avezov is from a family that has been in the barber business for generations and joined êShave last month from Midtown Barbers in the Chrysler Building.
The firm operates two shops — the other is located in the World Financial Center. But it’s the 550-square-foot store on Rockefeller Center’s concourse level that has a barber chair.
Prices on the services menu range from $20 for a beard and moustache trim to $55 for a shave and haircut. Razor cuts go for $30, while scissor cuts cost $40. Signature Shaves and head shaves are available for $30 each and a combined shave of the face and head is priced at $50.
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There’s also a VIP Shave, which includes a cleansing, masque and moisturizing aftershave treatment.
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Danielle Malka, who founded êShave 14 years ago, also is developing service packages, such as a six-month membership for about $300. Additionally, she’s eyeing offering a wedding day of grooming for guys.
She refers to the barber area as the store’s “center stage.” It is encircled by curtains that can be closed for privacy.
EShave markets shaving creams, aftershaves, pre-shave oils and shave soaps in multiple scents, including lavender and almond. The brand also features razor handles, stands and brushes.
Recently, the firm launched a new collection, called Verbena Lime, which, like the other fragrances, comprises shaving cream, pre-shave oil and aftershave. The line ranges in price from $19 for the 2-oz. pre-shave oil to $24 for the 6-oz. aftershave. All three products are available together for $63.
Industry sources estimated êShave’s annual sales were almost $2 million last year.