Fashions come and go and styles change, but in Chuckery you can find one traditional Barbers shop that been a constant for its customers for generations.
Alex and Sons Barbers shop, in Lincoln Road, Chuckery, has been cutting the hair of local men for more than six decades, with only one brief break caused by the pandemic.
Andrew Bongiovi, 54, runs the shop with dad Alex, who first opened it in 1960.
“Dad’s 84 but still works in the shop now,” Andrew said, “We’ve got generations of families who come in – we’ve still got customers from day one. Dad has been cutting their hair for over 65 years.
“I do most of the haircuts – things like te modern skin fades to classical hairstyles while my dad still does the older patrons.”
The family has a long heritage of hairdressing.
Andrew, who joined the business 20 years ago, explained: “When my dad came to England, his father was already here, and they worked together in Lichfield.
“But dad first started hairdressing as a lather boy in Sicily when he was eight. He would stand on a box in his uncle’s shop, lathering up men to be shaved.”
Alex and Son flourishes as a business because it values customer service, as a traditional Barbers.
Andrew said: “Most of our customers come to us by word of mouth. We get a real mix of people from all backgrounds, and we do children and adults.
“There’s a relaxed atmosphere in the shop, and we also pride ourselves on getting that haircut right time and time again for customers. It’s about consistency and understanding what they want to achieve.”
While similar shops have closed, Alex and Son have ensured by sticking to what their clients want.
Andrew said:” We’ve differentiated ourselves by being a traditional British barbers, when around by us there’s nobody else left doing that.
“Our clients want an efficient, friendly and quick service. We’re also very good on pricing.”
Alex has been cutting men’s hair in Walsall since 1960
A Gent’s haircut at Alex and Son costs £10. If the client wants their eyebrows and ears trimmed, then this is included for free.
The shop, which has parking available and takes card payments, also offers beard trimming.
Retaining that traditional approach has seen the shop become a fixture in Walsall, as fashions have changed.
Andrew said: “Years ago, when the Kevin Keegan perm was in fashion, dad retrained and achieved all the diplomas to do those styles.
“It’s not so long ago that we had the Peaky Blinders, come out, and men wanted something like the old ‘short, back and sides’ again.
“So, fashions change, but they come back in too”
Thanks to their traditional approach to providing first class, friendly service, Alex and Son have ensured that they have never gone out of fashion.
Alex and Son Barbers are based at 49 Lincoln Road, Walsall, WS1 2DW. You can find them on Facebook.