For 25 years, Reecia’s Salon and Spa has been a staple in the Whitefish beauty and wellness community, building a collaborative team of stylists who aim to provide guests with a consistent and personable service.  

Salon owner Reecia Maxwell has been a stylist for 33 years. When the stylist she was working with 25 years ago closed unexpectedly, an opportunity fell into her lap. 

“Being a salon owner was not something I intended on doing,” Maxwell said. “I had little kids at the time, and I had no experience running a business. Here I am 25 years later. I've learned a lot, and I’ve had a lot of people who’ve supported me.” 

After persisting through economic challenges and evolving trends and technologies, Maxwell has learned that the beauty business is resilient. 

“When you have that personal connection, people will give up a lot before they give up their hair,” she said. “It’s their time here – it's not just getting their hair done.”  

That’s part of what makes her career worthwhile, she said.  

“We make people happy. It’s really powerful to be able to change somebody’s perspective or self-confidence in an hour or two.”  

It’s also important that employees feel valued. 

“We have ups and downs, but it’s a good culture. It’s the team that makes us,” she said.  

Mentorship is a key part of the team’s culture, especially because it’s challenging for a new stylist to market themselves and build a clientele list. 

The presence of social media has changed the landscape, but word of mouth in Whitefish is still crucial. 

“It takes mentorship to develop maturity in those people and business skills,” she said. “It’s not just technical skills.” 

Reecia’s currently has 11 employees, some full time and part time, allowing flexibility with today’s workforce.  

On the Reecia’s team is Nikki Wallar, Emary Lee, Mallory Kroll, Nikki Bascom-Jordt, Madi Bartlett, Sonora Sullivan, Mallory Brinkley, Daphne Christensen, Bridgit Neikirk and Janice Lamparelli, a nail technician who has been on the team since the salon opened.  

A longtime AVEDA partnership has instilled values of integrity and sustainability at the salon.  

AVEDA is not a franchise, but more of a business model that promotes accountability, provides non-toxic and vegan beauty products, and shares best practices for stylists during biannual training conferences.  

“AVEDA salons are known all over the world for a standard of excellence,” Maxwell said. “We get exposed to what’s out there in the world, and the best practices. We invest in our artists, and that empowers us to deliver an elevated guest experience.” 

Reecia’s is located at 110 Lupfer Ave. in Whitefish. 

    Reecia Maxwell with a long-time client. (Photo provided)