Nuri Yurt founded Toka Salon in Manhattan in 2007 with fellow stylist Huseyin “John” Kaygisiz.

They had no existing clientele, and they weren’t sure how they were going to manage steady operations and income. 

“But we had a dream of establishing a salon in New York City—specifically on the Upper East Side and Madison Avenue,” Kaygisiz says. 

The two may have been short on clients, but they were savvy businessmen and not afraid of hard work. The years passed, and they grew a small, two-person operation into a thriving salon with 40 stylists.

The duo attributes much of their success to the top-notch customer service they’ve delivered consistently from day one. Part of that service includes accepting American Express and using their American Express Plum Card^® for their own business needs. 

“Our main business credit card is an Amex Plum Card that we have been using for over 7 years now,” says Kaygisiz. “When we were facing challenges with our operating costs, we applied for the card. Now our only credit card we use for any business purchases is the Plum Card, and we take advantage of its early pay benefit that allows us to pay early and earn unlimited 1.5 percent cash back on eligible purchases.

“The decision to accept American Express was made with our clientele's needs in mind,” Kaygisiz says. “Recognizing the benefits that American Express offers through its various cards—we aimed to provide additional convenience and benefits to our clients.”

Data derived from a February 2024 Nilson Report supports Kaygisiz’s decision: In 2023, the annual spending of American Express Card members was, on average, 2.9 times that of non-card members.¹

Mavens of Madison Ave

Toka’s highly prestigious location on Madison Ave between 57th and 58th streets attracts locals along with loyal clients who travel from all over to receive services from their long-time Toka stylist or colorist. 

“We are proud of our guest loyalty and the quality of our services,” says Kaygisiz. “It makes it easy for regulars to recommend the salon to friends, neighbors, and even those who stop them on the street to inquire about their hair. 

“Additionally, our clientele includes high-profile professionals from various fields whose offices are nearby and who frequently use American Express cards.”

He adds, “By choosing to pay for our services with an American Express card, clients can also earn Membership Rewards, enhancing their overall experience.”

A quick peek at Toka’s close to 1,000 customer reviews reveals a five-star rating, gathered through Fresha. 

“Our team provides exceptional customer service to every individual who enters the salon, and we have a beautiful terrace overlooking Madison Avenue, where guests can enjoy refreshments, have their lunch, or take care of their work while receiving their hair services,” Kaygisiz says.  

The name Toka is both a noun and a verb in Turkish, meaning "that which connects" or "the act of connecting," as well as a tool for holding things together. 

“This essence is reflected in Toka Salon, where a collective of creative stylists come together, their combined talents creating something greater than the sum of their parts,” he adds. 

Adapting, Evolving, Thriving

Over the years, challenges have presented, and Kaygisiz and Yurt use their business acumen to problem solve. Currently, Toka is facing high operating costs and inconsistent cash flow. 

“Due to current inflation, we are paying more for all operating-related goods and services, yet we face challenges in raising the prices of our services,” Kaygisiz says.  

In Manhattan’s competitive hospitality market, Kaygisiz says attracting new clients can also be a challenge. 

“We are located on the 5th and 6th floors of a building, and there are no permissible signs to indicate to passersby that there is a salon,” he says. 

American Express can help small business owners achieve their business goals by providing access to tools, insights, and resources. American Express supports businesses like Toka Salon through the Shop Small® movement. The movement encourages consumers to shop at local businesses year-round to help build strong communities. Tools such as the Shop Small Map® that showcases small businesses can help small businesses attract customers. 

But the duo perseveres and attributes their high level of customer service and a tailored approach to each guest's needs as the keys to their success.

“Every Toka team member is dedicated to maintaining exceptional service standards while also building personal connections with clients,” Kaygisiz says. 

The pandemic also had a significant impact on Toka, with booking patterns altered and a noticeable decline in frequency of color and blowout services.

“But despite these changes,we continue to provide the same high-quality service and still attract new guests through existing customer recommendations and our five-star online-rating.” 

Resources for Growth

Toka has remained a mainstay of Madison Avenue with consistent, quality customer service and a talented team. 

Want to take your salon to the next level? American Express offers resources for businesses including signage, supplies, resources and more. Click here to learn more about the benefits you receive when you accept American Express.

^{_{1Nilson Report #1,257, February 2024. Spend per card derived from U.S. year-end purchase volume divided by year-end cards in force (CIF), not from individual consumer-level data. CIF represents the number of cards issued and outstanding with cardholders. Average Non-American Express spend per card includes Visa, MasterCard and Discover credit and charge card volume and CIF and excludes debit and prepaid volume and CIF.}}