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SEARCHInside the spa within the PGA National Resort in Palm Beach Gardens, Florida, Darius Davie and Matthew Sears build a two-chair, upscale barbershop that caters to discerning golfers and resort guests.
The barbershop’s target demographic is middle-aged male guests with substantial disposable income seeking premium grooming services that match their refined tastes.
Groom Guy
Groom Guy
Palm Beach Gardens, FL
Groomguy.com
Owners: Darius Davie and Matthew Sears
Barbershop Style: Upscale, Luxury, Modern
Square Footage: 850
Stations: 2 (with access to the hotel’s spa and treatment rooms)
Equipment: Maletti, Belvedere
Furniture: Kettal & Knoll
Total Design Investment: $9,000
Retail Lines: Stephen J, Civil Grooming, Art of Shaving
Design By: V Starr
Architect: Leo A Daly
Photographer: Will Pryce
To provide an unparalleled grooming experience, the owners of Groom Guy meticulously crafted every detail of the small but mighty space located within the V Starr Spa (launched by tennis pro Venus Williams) at the PGA National Resort in Palm Beach Gardens, Florida. Seamlessly blending sophistication with comfort, the barbershop is designed to immerse gentlemen in the experience while catering to their every need.
“Our design philosophy is rooted in creating an atmosphere that is both elegant and inviting,” says Co-founder Darius Davie. “It’s a harmonious blend of contemporary aesthetics and classic barbershop charm—it’s a sanctuary for those who appreciate the finer things in life, such as bespoke barber chairs, Damascus steel razors and a curated product line.”
The biggest challenge for the owners was trying to build a unique footprint for men’s grooming that was completely surrounded by a spa inside a resort. “Typically barbershops across the U.S. are built as brick and mortar standalones, with no other competing or complimentary businesses, so we had to get creative and find a design niche that spoke to the male consumer through services and products,” says Davie.
The barbershop’s target demographic is middle-aged male guests with substantial disposable income seeking premium grooming services that match their refined tastes. “We wanted to connect the dots between a $100-million renovated golf resort and men’s grooming, and we had to earn the customers’ trust with our design,” he says.
The Groom Guy experience begins the moment a guest settles into one of two custom leather chairs which are hand-stitched and designed for maximum comfort. “When it came to stations, two was the perfect number for us—it’s inviting but also represents bespoke,” says Davie.
Another standout feature is the barbershop’s artwork and photography. A portrait taken by a Washington D.C. photographer encapsulates the energy and type of attention to detail the shop aims to uphold.
The signature rectangular mirrors are equipped with sensory lights. “All you have to do is walk in, and with no push of a button, the barbershop is fully illuminated with light, allowing for guests to fully reveal the finished product,” Davie says.
Groom Guy captured "Barbershop of the Year" in our 2024 SALONS OF THE YEAR design competition. Take the tours of all our 2024 honorees by immersing yourself in our experiential Elevated Beauty feature.
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