Beauty Cafe Happy to (Finally) Call Melrose Home

For Karen DeVincent, opening The Beauty Cafe in downtown Melrose has been a dream come true — and after closing up her shop in Burlington and moving it earlier this year, her desire to open in Melrose has been affirmed by the reception she's gotten from the community.

The Beauty Cafe celebrated its official grand-opening last week offering hair consultations, expert make-up and beauty advice, mini-manicures, and treats from its café. However, the store's been open longer than that — since February — and the story of DeVincent's journey to opening her store in Melrose is even longer.

Working the make-up and cosmetic counters of high-end brick and mortar stores since the age of 17, DeVincent always had a vision of the store she would one day own. Sitting down with Melrose Patch, DeVincent was excited with a palpable passion for all things make-up and beauty.

 DeVincent worked her way up the ranks for Chanel and pretty soon found herself as the regional "Chanel Make-up Specialiste" for Filene's, learning the industry inside and out, not just for Chanel but other impressive brands such as Yves Saint Laurent and Shu Uemura. She then became resident make-up artist at Bloomingdale's in The Chestnut Hill Mall. (Editor's note: DeVincent clarified her title at Filene's after this article had been posted.)

"I was lucky, I knew the moment I started working in the make-up industry, it was want I wanted to do," DeVincent said.

Although DeVincent was doing what she loved, she decided to go freelance while raising her first child, a baby girl, and living in Medford. But freelancing and heading down the mommy track for DeVincent didn't slow her down. She continued to thrive, helping to open up the cosmetic department at Barney's at Copley Place. But DeVincent said she knew she always wanted to open up some kind of retail space of her own.

"I even had a clear vision of what I wanted the store to actually look like," she said.

Pursuing her vision

Living in Stoneham, DeVincent soon became a mother of three, giving birth to twins girls. DeVincent said that as soon as the children were school age, with the help of a very supportive husband, she knew it was time to see if she could make her dream a reality.

Although she had a clear vision of the store and brands she wanted to sell, she didn't know how to proceed. She would soon spend the next two years basically on the telephone, calling vendors, doing research and looking for a storefront. Driving in the area in the early part of the 2000s, she often drove through downtown Melrose on her way to and from Stoneham.

However, in early 2007, there weren't any viable storefronts vacant in Melrose. DeVincent also looked in Winchester, Lexington and Stoneham. It was then that a friend in the industry suggested the soon to-be-opened Wayside Commons in Burlington.

"I really wanted to grab a spot there," DeVincent said.

But as things turned out, two months after opening her first store at Wayside Commons in October 2007, the housing and banking industry tanked and the country was officially declared in recession. DeVincent said the recession wasn't the only issue with the Burlington site.

"It just wasn't a good fit," she explained. "We just weren't seeing any foot traffic, even from the shoppers that were visiting the complex."

Despite that fact, DeVincent stuck it out.

Finally coming to Melrose

 Still making her treks through Melrose, she noticed a new clothing store had recently opened up along Main Street called Stitch.

"It reminded me of Newbury Street, so cutting edge and contemporary," DeVincent said.

It was then that she cold-called owner Nicole McConaghy to do a trunk show to raise some excitement at the Burlington Beauty Cafe.  But even winning a few local awards during her two-year stint there wasn't enough. (In 2009, The Beauty Café was named "Best Brow Design" and "Best Bath and Beauty Shop' by Northshore magazine.)

"Nicole then gave me the heads up when Klassy Kids was getting ready to close its doors," DeVincent said.

DeVincent then quietly moved into the former children's clothing store in February of this year.  But the low-keyed opening didn't seem to matter; there soon was a steady stream of interest from folks walking by — and old faithful customers.

"My head was spinning the first few weeks we opened," she said. "People were so welcoming here. I instantly knew I did the right thing."

DeVincent said she still knew she had to offer people something different in order to compete. The Beauty Café carries hard to find brands like Bare Escentuals, Smashbox, Mario Badescu, and Kate Somerville; nail polish from the new "it" brand Butter London; home fragrances and candles; and accessories, including bags and jewelry.

 DeVincent said it was also important that the store be known for its seasoned professionals and spa services, something the customers seem to really appreciate. Also, DeVincent wanted to let her customers know that she was appreciative of the warm welcome here in Melrose — hence her official grand-opening last week.

"I really want people to feel like this is a place they can grab a cup of coffee and stick around," she said.

DeVincent said it was when she drove by the empty Burlington site at Wayside Commons — with the old The Beauty Cafe sign still hanging above the vacant store — that she knew she would never look back.

"I'm so happy here, "said DeVincent, "It was the best move I ever made."