Itzhak Nughadam, 64, owns Touch of Class beauty salon in the University Village Shopping Center. Nughadam chose this location 37 years ago because of the built-in student population, which once provided a steady stream of business. Since the recession hit, Nughadam saw his revenue plummet by as much as 30 percent.
On a recent Wednesday afternoon, Nughadam had two employees in the salon. One was busy cutting a man’s hair, while the other watched for potential customers from within. Nughadam took a smoke break.
Intersections South LA’s Raquel Estupinan caught up with Nughadam about his business, his customers and his determination to stay open despite challenging financial times.
Raquel Estupinan: How has the economy of the last few years affected your business?
Itzhak Nughadam: Terrible, terrible. I can’t even describe it. I’m just living day by day.
RE: What has been the hardest period?
IN: Ever since 2008 business is down. No up and down; it just keeps going down. Because I keep record and I see and I can’t even compare it to last year. Every year is bad since 2008. I can’t even match it; it just keeps going down.
RE: Did you need to get a loan, or were you able to get a loan?
IN: I might be able to get a loan. But paying it back, I don’t think I could pay it back, that’s why I don’t get it. It’s not a good idea at all, in my book.
RE: Are things looking any better now?
IN: I want to think that way, but I don’t see it really. If I say yes, I would lie. It’s not. I don’t know what’s going to happen.
RE: What factors contribute to how your business is doing?
IN: I guess the economy because basically we’re dealing with people—students, as a matter of fact. They would want to get a haircut every two to four weeks; now it goes to two to three months. No one gets coloring anymore. Color is the main money in this business.
RE: Does the beauty business do well only when the economy is doing well?
IN: Most definitely, yeah. People, they have to pay bills first before they can do their hair. As old as I am, I understand. People need money to do anything. That’s why business is down. It’s not only this area. Every area you look at, they’re in the same boat as I am. At least I could keep it going the last few years, so many people are out of business already. We’ll see what happens.
RE: How much is your rent?
IN: Almost $4,000 a month. I wrote a letter to the USC real estate agency to see what would happened if they could reduce the rent somehow.
RE: And have they responded?
IN: Not yet, no.
RE: What is keeping your business open?
IN: [I have to] pay bills and pay my house mortgage. That is [what] is the most important to me: bills. [It’s not] pleasure or anything like that. [It’s] just to live on, day by day, and to pay whatever I can.
