The Soft Parade 1825 East Main Street, Richmond, VA 23223

"Claire was wonderful! I was looking for a locally-owned salon when I moved to Richmond last month, and this place had great ratings and was across the street from me. And it didn’t disappoint! Claire really knows her craft well, and was just an overall joy to talk to. This salon is family owned and has been in this neighborhood for many years, and I hope they’re here for many years to come. Also - my hair looks and feels fantastic! She didn’t use harsh chemicals on it like you’d find they use at other large salon chains. She knows what to use on different types of hair - because no hair is the same! I definitely trust them with my hair and would highly recommend them for anyone to go to if you haven’t already! SUPPORT THIS LOCAL BUSINESS!"

"My husband and I both went to Soft Parade for the first time this summer and can't recommend them highly enough. Best haircut I've ever had, fun interior, and friendly staff. They were able to get me in within an hour after a scheduling error at another nearby salon."

"My office just moved downtown, and I was looking for a close, convenient and highly rated new salon. I just picked this place from the reviews, and made my appointment. It was a late (for them) on Friday, and unfortunately I was running late. They called me, confirmed I was on the way, and were very gracious and accommodating. THese ladies are so sweet and awesome. Lolly spent so much time talking with me to get to know what I wanted, and then a really long time precisely cutting my hair, which put them late-with no comments or complaints, only great conversation and some hot tea by Chris(I think was her name ?). She did a great job, and I can highly recommend them!! This is my new place for sure. Wonderful people."

"This is a long overdue review, I should have written it years ago. I have been seeing Lolly for a few years now. When I moved to Richmond from DC I kept seeing my guy in Alexandria whenever I was back in town but eventually that got really annoying. I briefly found a different stylist here but she moved up north to NYC so hence launched my search for yet another hairdresser that somehow led me to Soft Parade. Now, I will be honest: I have awesome but tedious hair. By that I mean my hair is THICK with several cowlicks. It has defied the wisdom of hairdressers before and will do so until the day I'm laid to rest. Don't get me wrong it's great hair, but an absolute pain to cut. I've lost stylists over it before. Sometimes they get excited when they see it and then realize just how difficult it is given just how much of it there is. My grandmother was a professional hairdresser who owned her own salon in Milwaukee and used to curse my head when she cut it for me as a kid, there's just so so much of it. From the first time Lolly cut my hair, I felt like she just got me. Often, I've had stylists who rave over my thick hair but then don't understand how to cut hair like mine and leave me with bad cuts because they don't understand texture (my hair is stubborn just like me, so it sits bad if it's cut too straight across). That's never been the case at Soft Parade. Jude cut me once when Lolly was not available and totally took care of me. I think once it took two hours to do my cut and Lolly didn't charge me extra though I would have been happy to pay it. Now we just block out the extra time knowing how much hair I have so her other clients aren't left waiting. I almost feel bad taking up all that time but am never left to feel rushed. I don't go in for a cut nearly as often as I should but every time I do I'm glad I did. Lolly even gave my eyebrows an amazing hookup this last time I went, so not only do I have a super flattering cut but nice fat eyebrows to match. We have done everything from crazy side-shave cuts to subtle layers, Lolly is somehow able to intrepret my vague posturing into an actual haircut every time. I feel totally confident letting her have at it however she thinks will be best, and that's something you don't get from most hair places, especially with hair like mine since most stylists lack hands-on expertise with working on it. Plus, how many hair places do you get that make you feel like family? I'm not overly sentimental or anything but when I get a hug and a "love ya, see you next time" from Lolly who could ask for more? I'm so glad I found this place, Lolly's hair artistry skills are second-to-none. It takes a truly skilled hair artisan to handle hair like mine, even my grandmother who practiced hair arts for decades starting in the 50s could never figure out how to cut my hair just right. Lolly not only manages to do just that, but makes it a fun experience. Claire, Jude, Lolly, everyone over there is awesome. My eyebrows have never looked better. If you're looking for a hair place in Richmond I cannot recommend Soft Parade more!"

"Just walked in for my fiance to get a long overdue haircut and ended up having the absolute best time with the owner, who not only gave him a superb cut but was a true pleasure to talk to! The most pleasant rainy afternoon spent in a salon, by far. Can't wait to come back!!"