MITCHELL’S MARKS 30 YEARS

Schmidt says it was a far cry from the beauty parlors used by most women of the time. Often they were small rooms in private homes or strip shopping malls, where stylists cut hair while answering phones and then cleaning the floors.

“It was usually loud and smelly,” she recalls. “You couldn’t talk to your hairdresser without the person next to you hearing everything. You want to have the latest look, but you’re in this place where nothing is pretty.”

Having visited upscale salons in New York City and elsewhere, Schmidt decided to recreate that experience for customers here.

Schmidt pioneered the idea of the “day spa” with facials, massage and tanning beds – now standard for most salons. She also was among the first to offer longer hours and weekend appointments, and to advertise with high-fashion images.

“She’s a visionary for creating an oasis where you can come and relax,” says Helayne Angelus of Indian Hill, a Mitchell’s customer for more than 25 years. “I usually see the same person, but if I switch I’m not worried. The stylists are all well trained.”

Schmidt remains president of Mitchell’s. Daughter Logan Schmidt, 26, is marketing director, and Michael Batchelor is vice president and runs daily operations.