Povero's Salon continues legacy
with an expansion
The legacy business enters the retail world while still providing salon services after decades of business on the Boulevard
The soundtrack hasn't changed much inside Povero's Salon. Hair dryers still buzz. Conversations still drift from styling chairs. But the little white house that has served Camp Bowie for decades has entered a new chapter, one where boutique fashion and alternative hair solutions share space with a salon built on relationships.
For more than two decades, the building at 1814 Ashland Ave. was simply known as Povero's Salon, a neighborhood fixture where clients became regulars, and stylists stayed for decades. Following the death of longtime owner Don Povero in March 2025, his family faced a question many small-business owners eventually confront: How do you honor a legacy while building something sustainable for the future?
That future became apparent on June 26th, when Povero's Salon • Wigs • Boutique celebrated its official grand opening with family, friends, and community members. Guests sipped champagne and limoncello — a nod to Don Povero's Italian heritage — while enjoying sweets donated by Nothing Bundt Cakes and browsing the newly expanded retail space. Salon services were offered at a 15% discount throughout the afternoon.
For co-owner Jenilee Harwell, the business is less about reinventing the salon than continuing its mission in a way that reflects today's needs.
"My uncle ran the salon for years," Harwell said. “It’s what he was known for.” However, given that neither she nor her mother, co-owner Darlene Todd, is a licensed hairstylist, the pair found a new way to carry on Don Povero's legacy.
That meant keeping the experienced stylists who had worked alongside Povero for more than 20 years — while expanding the business into two rapidly growing markets: fashion and alternative hair solutions.
After researching industry trends, the family saw increasing demand for wigs and hair toppers, driven by women experiencing medical hair loss, alopecia, menopause, and the effects of GLP-1 medications. Harwell and Todd even became certified in wig and topper fitting, allowing them to guide customers through the process.
"We really saw a vision of continuing the legacy of helping women feel beautiful," Harwell said.
That vision required far more than a fresh coat of paint.
Last year, Povero’s family inherited a building that hadn't seen a major renovation since 2002. Shortly after taking ownership, a leaking HVAC system forced their hand, kicking off months of repairs that included replacing mechanical systems, updating electrical work, installing a new roof, and removing aging popcorn ceilings — all while the salon remained open.
"They really hung with us through all of it,” Todd said about the long-time Povero’s stylists.
For a family that never intended to replace what Don Povero built, that's become the greatest measure of success. The salon remains a neighborhood gathering place, only now with new reasons for customers to linger — and a willingness to evolve alongside them.
"We know we're going to change and adapt along the way," Harwell said about Povero’s new approach. "We really want to hear what people are looking for and offer what they're interested in."
Povero's - Salon. Boutique. Wigs
Location: 1814 Ashland Ave.
Hours open: Tuesday, - Saturday, 10 am - 5:30 pm
Website: https://poverosco.com/
