About Us

Avenue 42 Salon  is perfectly curated to become the beauty destination of Richmond’s most discerning clients. Welcome home, #Ave42Babes.

Voted one of the best salons in the country by BRIDES Magazine.


Meet Natalie

What does Avenue 42 mean? Perhaps you can relate. Natalie’s career – and subsequently the next decade of her life – were all planned out and the benchmark goals were clearly marked. She was finishing an undergraduate degree at the University of Richmond. She was working part time for a local law firm and preparing to enter law school in the fall. What Natalie did not anticipate was the recession. Recent graduates unable to find jobs flooded law schools.

With the market becoming oversaturated, Natalie’s sure-fire plan became thwarted. Her subsequent journey took many twists and turns, was wrought with humbling experiences and many firsts. In search of her true calling, Gordon sold dresses at a local boutique, worked in direct sales, was a wardrobe stylist for local film productions, and finally a makeup artist. When times were especially hard and she felt like giving up, the number “42” would appear. At first she noticed it infrequently, but later it grew to be a phenomenon, catching her attention up to 10 times a day.

“All I knew at the time was the number gave me hope. It became like a beacon to me as I searched for my passion and purpose in life” says Gordon. “When I thought about names for my potential business (albeit I didn’t know what the business was!) I knew I had to incorporate my lucky number.”

In 2012, when Natalie opened her brick and mortar salon, a client directed her to a website which explained the meaning of numbers, and the significance of a frequent sighting such as hers. Here is what she found:

“Number 42 is made up of a combination of the attributes and energies of number 4 and number 2. Number 4 brings the vibrations of practical thinking, security and building solid foundations for ourselves and others, inner-wisdom and patience, application and productivity. Number 4 also relates to our passions and what motivates and drives us in our lives. The number 2 carries the qualities of partnerships and relationships, duality, service and duty to others, balance and harmony, adaptability, diplomacy and cooperation, consideration and receptivity. Number 2 also relates to your Divine life purpose and soul mission. (www.sacredscribesangelnumbers.blogspot.com)”

Today, Avenue 42 Salon is certainly living up to the meaning outlined above. It has become a haven for artists to live out their “Divine purpose and soul-mission” while at the same time growing in their understanding and practice of the qualities including – although not limited to – balance, harmony, adaptablility, diplomacy, and cooperation. Avenue 42 artists have each discovered that their gifts are largely connected to the illustration and expression of style. Although each artist is amazingly different, they remain collectively committed to serving the Richmond community with those gifts. Pablo Picasso said it best: “The meaning of life is to find your gift. The purpose of life is to give it away.”

The Avenue 42 success story is a direct result of the company’s outward expression of the brand’s secret (or not-so-secret after reading this!) meaning. With product lines and techniques only found in major metropolitan areas, the Avenue 42 Salon is perfectly curated to become the beauty destination of Richmond’s most discerning clients.