Today we’d like to introduce you to Fletch Howell
Fletch, we appreciate you taking the time to share your story with us today. Where does your story begin?
I began my journey in professional barbering in 2018, driven by a passion for not only delivering excellent haircuts but also elevating the overall guest experience. My first role was in a high-volume barbershop, where the focus was on quick turnovers—getting clients in and out in 20-30 minutes. This environment clashed with my approach, which often involved spending 10-15 minutes discussing a new client’s hair in detail before ever picking up the clippers. I wanted to understand what they liked, and more importantly what they HATED about their hair. I wanted to help them appreciate its unique qualities, and offer suggestions to give them better results. Many men think they just have bad hair. Typically, they just don’t have the right haircut.
My philosophy is simple: if I’m only cutting hair, I’m doing half my job.
After nine months, I transitioned to a barbershop marketed as high-end and full-service. I embraced this culture, pushing my limits, learning new skills, and experimenting with what a “high-end” experience should look, feel, sound, and smell like. I worked hard, earned the right to “gamble with house money” and made rapid fire changes where and when I saw fit, in order to maintain my goal of under promising and over delivering. And it seemed to be working!
Then the pandemic happened.
the disruption and uncertainty that came with Covid disrupted everything. Nervous management led to drawing back on autonomy, and pivoting direction was beginning to confuse and alienate our clientele and team. As business slowed, I realized I needed to make significant changes to continue providing the quality of service my clients expected. With no savings, no credit, and no clue, I decided to create my own space. In March 2021, amidst a global pandemic, I founded Salt Lake Proper Barber, initially operating out of my kitchen, cutting hair on a drum throne I had picked up at Guitar Center for house calls,
I soon found my dream brick and mortar location in the heart of downtown SLC, half a block south of City Creek Center. With a clear view of our Capitol right up the hill. I couldn’t believe how smoothly things fell into place with that move. A couple cans of black paint, and some gold baroque frames later, Salt Lake Proper Barber was starting to look and feel like the barbershop I’d always wanted to get a haircut in.
Starting as a one-chair operation, demand quickly grew, and I found myself booked out months in advance, working six, sometimes seven days a week. To accommodate this growth, we expanded in November 2023, adding two more chairs and seeking barbers equally committed to delivering outstanding haircuts and grooming experiences. Transitioning into a managerial role has been a new challenge, but it has allowed me to lead in the transparent and honest manner I always desired from my previous employers.
That’s the journey so far—continuously evolving to meet and exceed our clients’ expectations.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Aside from the day to day challenges that come with running a small business, we had an unused individual accidentally set fire to the shop this past January. We nearly lost everything! Getting the smell of smoke out of brick and wood is no easy task.
Appreciate you sharing that. What should we know about Salt Lake Proper Barber?
We aim to provide a better grooming experience. There are so many places to get a haircut. We believe that’s such a small part of what we do. It’s our goal to teach you what your best haircut looks like, and how to confidently recreate their style every day. There’s still a common misconception in many parts of society that men shouldn’t be allowed to care about their appearance. I strongly disagree.
I want all of my guests to leave Proper having a better relationship with the way they look.
Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
I’m constantly using social media to learn new techniques and technical skills. Instagram and YouTube are my typical go-to’s.
Will Guidara’s “Unreasonable Hospitality” is service industry gospel.
Contact Info:
- Website: https://Keepitproper.co
- Instagram: @Fletchhowell / @saltlakeproperbarber
