There are only a few LGBTQ-owned businesses in Stanislaus County. Why they’re needed
When David Soria first took over a hair salon in Oakdale, the old clientele needed some time to adjust.
The regulars, often older women, weren’t used to seeing “a man behind the chair.”
In place of jazz, Soria started playing pop or electronic dance music in the background. Clients would watch with amusement as his husband, Larry Soria — who also works at David Allen Salon — styled vibrant, voluminous wigs.
At the same time, Soria had to learn how to bring in LGBTQ clients to what had always been known as a “straight salon.” Those new customers have told him they’ve never felt so comfortable getting their hair done.
“When we do have someone brand new stepping in the door from the gay community, they immediately feel like they’re home,” Soria said of the salon at 710 E. F St. in Oakdale.
Modesto and Stanislaus County are no San Francisco when it comes to the variety of LGBTQ-centered spaces where the community can feel open. This scarcity makes the few such businesses all the more invaluable.
In addition to being the only openly LGBTQ-owned business in Oakdale, Soria’s salon is one of the few in the area owned by a person of color. Just a few doors down, his mother owns Seed2Cup, a cafe that recently hosted a drag trivia night.
Still, Soria keeps politics out of the salon. He said he nips any conversations with customers that deal with religion or politics, but ensures that customers respect pronouns to maintain a safe and inclusive space.
“We’re therapists, not politicians,” Soria said.
Daytime vs. nighttime spaces
Stanislaus County not only lacks LGBTQ spaces but has very few “daytime spaces” — places where the community can gather without the presence of alcohol. This is part of a salon’s appeal: It offers a welcoming environment where people can find a sense of community during the day.
Bettie Mercury, who is opening a “queer-forward salon” in Modesto in September, emphasized the importance of such spaces for LGBTQ youth. These environments allow people of all ages to connect without having to engage in nightlife.
Her salon will be called Phases, in reference both to moon phases and to the business’s mantra of accepting people in all phases of their lives. She said her primary clientele will be gay and trans individuals, though anyone is welcome. The salon will be inside Hidden Beauty Crystal Healing Boutique off McHenry Avenue.
Mercury acknowledged some concern that her LGBTQ marketing might attract pushback, but she’s optimistic about the future of her business. “It’s just getting people to be able to feel comfortable, feel confident, and know that there is a place here in this small town where they normally don’t feel accepted, where they absolutely will be accepted,” Mercury said.
Though everyone passes through a hair salon, it can represent a transformative experience for trans individuals.
Soria said hair typically is the first and most noticeable aspect people address when transitioning. As a result, many clients come to the salon specifically for gender-affirming haircuts.
Soria and their team not only guide transitioning clients in styling their new haircuts but also engage with parents who bring in their children who are considering transitioning.
Mercury said she has heard from community members who have faced microaggressions at other salons. For instance, stylists might question why someone wants a “boy haircut” or misgender clients.
She noted that LGBTQ individuals, particularly those who are trans, often feel uncertain about how they will be received when they enter a salon.
Creating inclusive environments
Before Lauren Jamieson opened Lo-Fi Laboratories in downtown Modesto, people assumed it would be a gay bar because of her sexuality.
While the space and its aesthetic may reflect her identity, Jamieson doesn’t consider her business a gay bar. She enjoys creating an inclusive environment where a diverse clientele can feel welcome.
However, she has faced some prejudice. In a recent encounter, someone remarked feeling “overwhelmed by the gayness” and had to leave.
“We’re not a gay bar, but if they’re so uncomfortable with even the idea that they don’t even want to try to come in here, that’s probably for the best,” Jamieson said.
The lounge features a mural of two nude women reclining, one smoking a cigarette. Many customers assume she commissioned the artwork specifically for Lo-Fi, reinforcing the perception that it’s a gay bar. However, the artist who painted it did so with complete creative freedom.
“I never, ever in a million years, imagined that that would be what she chose,” Jamieson said about the artist’s subject matter.
She hopes the bar is recognized as a safe space for the LGBTQ+ community. To honor the 100th birthday of James Baldwin — writer, civil rights activist and LGBTQ icon — the lounge recently projected a reel of him on the wall.
Similarly, Bridgette Berry, owner of 18Seventy Brewing Co. at 911 J St. in Modesto, doesn’t view her business as specifically LGBTQ-focused but values creating a safe space for anyone who needs it.
Berry feels her identity as a woman plays a more significant role in her business. She hadn’t realized how few female-owned breweries there are until customers began pointing it out.
One customer even remarked that they initially saw the brewery as a “chick-owned” spot but ended up really enjoying the beers.
She said some of her gay friends have told her she should turn it into a gay bar.
“I don’t think that’s what I’m after,” Berry said.
She’s pleased that her brewery serves as a safe space for everyone, a place where “people don’t have to hit the club scene.” She’s noticed that many couples choose her brewery for first dates before heading to the nightclub next door.
“I think everybody comes here feeling like they’re safe to be here,” Berry said.
This story was originally published September 1, 2024 at 6:00 AM with the headline "There are only a few LGBTQ-owned businesses in Stanislaus County. Why they’re needed."
