PURIST: You’re someone who’s navigated a unique mix of Israeli roots, entrepreneurship, and the fast-paced NYC beauty scene—I’d love to get a sense of some of the moments and values that shaped you. What aspects of Israeli culture or traditions have had the greatest influence on your life?
ROEI COHEN: I have to first mention my parents, both with incredibly strong work ethics and dedication, they gave me the sense of loyalty and commitment which I apply to everything I do. Life in Israel is different; your neighbors will just come over spontaneously for coffee, then stay for dinner. I try to carry that spirit over to our community of clients who know they need an appointment, but sometimes pop in last minute, and we always try to accommodate. Another major influence in my life is the three years I spent in the IDF (Israel Defense Forces). Being responsible for 300 soldiers gave me a crash course in management and navigating tight deadlines.
PURIST: Is there a particular cultural value or mindset that you bring into your professional life?
RC: My personal mantra is YES! I am not always sure how I will make things happen, but I always start by saying yes, to the client, to the team, and to any challenge, and then I figure out how to make it happen.
PURIST: What inspired your move to the United States and how did you initially find your footing in a new country?
RC: When I visited New York for the first time, I fell in love with the city. The energy, the people, the beauty—it gave me a sense of belonging. To this day, the city I am now lucky enough to call home continues to amaze and inspire me.
PURIST: Are there moments when you feel especially nostalgic for home?
RC: I feel lucky to have found an amazing community of people in NY. When we get together around the Shabbat table, it is both wonderful and it also makes me somewhat nostalgic for home. I am, however, lucky to have friends and family visit regularly, and to have the opportunity to travel myself.
PURIST: How did you get your start with Valery Joseph Salon?
RC: I had heard of a powerful Israeli couple who had co-founded a hair salon. I had no experience, but I was inspired by my powerful encounter with Revi—Valery’s wife and partner in everything, whom we sadly lost a few years ago. Revi had me audition by washing her receptionist’s hair, it did not go exactly as I planned. She agreed, and informed me that she would “think about it.” I was so taken by her personality that I offered to work for a few days for free. By the second day, I was hired. I started as Valery’s assistant, which was an amazing experience. Valery is so talented, and has so much heart. His sensitivity and care for others is truly inspiring. This moment gave me a unique vantage point in how Valery thinks and operates, which bonds us to this day.
The turning point in my career was when Revi asked me to manage our Bridgehampton salon over one summer. After that, there was no turning back. She took me under her wing and taught me everything, I am eternally grateful to her, and her memory continues to guide me both professionally and personally.
PURIST: What’s the most important lesson Revi or Valery taught you?
RC: Revi would always say a version of this: “It is impossible to make everyone happy, but we try anyway!” It takes surrounding yourself with the best possible people, open mindedness and flexibility. I feel privileged to work with an amazing team that supports one another.
PURIST: What has allowed Valery Joseph Salon to maintain its high status and popularity over the years?
RC: I believe our success is due in large part to our incredibly loyal clientele. We provide high-quality services and outstanding commitment to customer care, and we are lucky that our community values that. They value it to the point that we have several generations of some families. From grandmother to mother to daughter. Being part of some families’ life cycles is so precious and we take it very seriously!
PURIST: How have you seen the NYC beauty scene evolve over the past 15 years?
RC: Clients are more informed, they know what they want, and we work with them to make it happen. With many stylists striking out on their own, during and immediately after COVID, competition is high. But with their inability to provide real customer service or any kind of luxurious experience, we now see a shift, and stylists and clients are coming back toward major salon brands.
PURIST: What’s your favorite current beauty trend?
RC: Balayage is still strong, and hair extensions are increasingly popular for fuller, thicker hair. Personally, my favorite style is straight, shiny hair. I like the dramatic look and the attitude it creates.
PURIST: Do you have a go-to NYC destination for unwinding after a long workday?
RC: I love to try new places, but if I had to choose, I would probably have to say La Esquina on summer weekends; perfect for drinks, food and people-watching. Closer to me, my go-to is Nobu 57; it works any day of the week!
PURIST: Do any NYC restaurants or cafes remind you of home?
RC: I love going to Shmone in the Village, 19 Cleveland in Soho, Shukette in Chelsea, and Breads Bakery for their chocolate rugelach.
PURIST: What’s your daily mantra?
RC: Every morning I put on tefillin (a Jewish ritual) and thank G– for everything in my life. This is my meditation of sorts, and it helps me manifest what I hope my upcoming day will be. valeryjoseph.com