Many years ago, visionary hair and beauty industry entrepreneur Francesco Ruggerino traveled to India and learned of a powerful Sanskrit word for “love” that would change his life. In 2004, when he launched his first state of the art, cutting edge salon in Bondi, an eastern suburb of Sydney, Australia, “Prema” was the perfect name for the aesthetic behind his multi-faceted creative playground.
Built on the foundation of passion, skill, personal and professional development, Prema – which expanded to a second thriving location in the inner city suburb of Surry Hills, one of Sydney’s most artistically vibrant neighbourhoods, in 2009 – soon became a vehicle for inspiration, achievement and excellence in salon, education, editorial, runway, design and production. With a total staff of 70 covering the two locations, the Prema salons are driven by an outstanding team of hairdressers and “creatives” who have worked all over the hair fashion world. They perform at a high level while serving a large portion of Sydney’s beauty community. The Bondi location is currently one of the busiest in the country. With the opening in August 2014 of the Prema Hair Salon on the Lower East Side of Manhattan, the company — and its unique and dynamic, forward thinking aesthetic — has not only gone international, but positioned itself as a potential game changer in the NYC fashion world.
Located at 101 Stanton Street between Ludlow & Orchard Street, the salon, with four hairdressers and eight chairs in a 700 sq. ft. space, is cozier and more intimate than its predecessors in Sydney, with an all-black interior, a ceiling of wooden beams and pipes, and bright backstage-type make up lights at each station. The effect, says Dale Delaporte, Prema NYC’s main stylist and Creative Director, “makes our clients feel like they are superstars getting their hair done.” After their initial haircut, women can enjoy a complimentary “blowout service,” 20 minutes of premium blow dry and full styling. After men’s hair is cut and dried, they enjoy a complimentary facial, involving facial cleanser, a hot towel, toner and moisturiser. “We have a very engaged, dedicated team of people working together, pushing each other to perform at a high level of service,” says Ruggerino, a business graduate of the University of Technology Sydney and graduate of The Australian School of Philosophy and of Landmark Education who was acknowledged as the inaugural Hair Expo Australian Hairdressing Young Entrepreneur of the Year in 2006. “Education and training have always been a huge priority for us, and as in Australia, our commitment is to assemble a group of top career hairdressers. I like the challenge of the hard work it takes to create something good, and doing it on a world stage as only New York can provide is extra exciting.” Delaporte, the lone member of the NYC staff born in Sydney, launched his hairdressing career straight out of high school, spending seven years assisting top hair stylists and gaining invaluable experience in the editorial, runway and the hair fashion world. His work is included in some of the country’s top fashion magazines and the international celebrities he’s coiffed include Cate Blanchett, Collette Dinnigan and Miranda Otto.
Later joining Australia’s prestigious “The Names Agency,” Delaporte looked after some of the world’s most famous locks, including Geri Halliwell, Paula Abdul and Dita Von Teese. His work appeared in Marie Claire, Catalogue and Elle and he was an integral part of the hair team for “The Voice Australia” for two seasons.
In February 2014, he traveled between Sydney, NYC, London, Milan and Paris building his experience backstage on shows for Mara Hoffman, Prada, Dior and Dolce & Gabana; here he worked alongside the biggest names in the hair-fashion industry, including the world renowned Nick Irwin and Guido Palau. Delaporte later directed the Prema team for Phoenix Keating’s second season show at Sydney’s Mercedes Benz Fashion Week. While serving as a vital part and proven leader in the Prema Hair Salon editorial team – and now Creative Director of the NYC location – Delaporte is also directing a Fashion Week show for designer Charles Youssef. “Our team is extremely high skilled in the salon, editorial and fashion environments,” Delaporte says. “Our vision for Prema’s New York location is to create a go-to place for men and women here who want the best salon experience in the city while continuing to do some of the biggest hair and fashion work in the world. We want to build a strong team that works across the salon and the fashion world as well.
Our clients know that we deliver great hair in a friendly, dynamic environment they can enjoy. We’re current with all the trends, so if someone sits in my chair they will get a high quality, long-lasting, professional up to date trend-worthy style, and they’ll even be ahead of the trend!” Find Out More
101 Stanton Street, New York City, New York
P. +1 (646) 861-3766
U.S. Press Rep
Tom Estey Publicity & Promotion