Up and running for 10 years now, this small salon lists a client base of approximately 6,000, and that’s bound to grow even more.

“It’s all been word of mouth,” said Anthony Paceoni, co-owner of Cactus Aveda Salon. “And we attribute that to our excellent customer service.”

From the beginning, Paceoni had several business partners, but he has always been the guiding force behind the business. Today, his newest partner is James Cardoso, who has been with the company for six years.

“He came from Connecticut with a retail and insurance background. He manages the store and the front desk,” Paceoni said.

And business manager was exactly what Paceoni needed.

“Owning a business is a challenge,” Paceoni said, “I liked being a hairdresser in someone else’s salon — it made life simpler. In my own shop, I found myself stepping away from the chair. And managing people is not always easy.”

Now he can focus on hair styling — his forte.

Another change Paceoni has made at the salon was turning everyone who worked at the shop into an employee.

“It got too complicated renting chairs to people,” he said. “It’s typically done that way, but we wanted something different.

“We have nine employees now — some are salaried; some are commissioned — where we split what they take in,” Paceoni said. “All have a 401k and dental insurance.”

The company also is looking into health insurance, he said.

Paceoni moved to Santa Fe from the East Coast in 1995. He started a southside salon in 2003 but said it was too confusing to customers.

“They’d show up at one or the other for their appointment, and it would be at the one across town (instead). We finally sold it to an employee.”

About 100 new clients visit the Cactus Aveda Salon every month, Paceoni said. He attributes the huge draw to his salon to the Aveda product line.

“All the ingredients in Aveda are organic, which means you don’t get that heavy chemical smell associated with hair salons,” he said. “We have shampoos, conditioners, hair color, lotions and lipsticks.”

The salon also offers outstanding haircuts.

Dell Fox, who owns a jewelry store in Sanbusco Center, said that one day someone came into her shop with an amazing haircut.

“I asked her where she went and she told me Cactus Salon, so I went,” Fox said. “Now people stop me on the street and ask me where I get my hair done.”

“Anthony really listens to what his clients want — if you want traditional or edgier,” she said. “Listening is an important quality, and not all hairdressers do that. Anthony pays attention.”

Diana Crow learned about Cactus Salon from a friend and has been going there for five years.

“The fellow who does my hair always makes it comfortable and pretty,” she said. “He’s the best I’ve found, and I’m 69 years old, so you know I’ve had my hair done by lots of people.

“I have several cowlicks and no one has ever handled them like he does,” Crow added.

Cactus Aveda Salon often participates in local fundraisers. Paceoni said he donates about $2,000 worth of gift cards a year.

“We used to advertise, but now we just donate that money,” he said.

“Once a year, in October or April, we do a cut-a-thon, lower our prices and donate all the money to a cause.”

The salon has made donations to Forest Guardians and the school bus seat belt fund.

The salon also is dedicated to alternative energy. Paceoni says 90 percent of the shop’s electricity is wind generated.

“We’re among one of the first 100 companies in town to do this,” he said. “Clients get excited about this, and it’s helping to shift people’s thinking.”