About

Jesse Guerra

The story of Neighborhood Barber Shop dates back to around 1960 with a man by the name of Jesse Guerra. In his young adult life, Jesse enlisted in the Air Force and was based on the east coast. To keep busy, he took up boxing, and he was a natural – claiming a 6-0 record with 6 KOs before his time in the military came to an end.

During his time on the east coast, he also discovered love and started a family of his own. After a few years in the Air Force, they packed their bags and Jesse and his new family moved back to the west coast to start their lives outside of the military.

Jesse had an entrepreneurial mindset from the get-go and knew he could make a good living in L.A. being his own boss – he just needed to figure out what profession that would be. 

With a wife and son to support, Jesse got to work. He worked washing cars at first and then garnered enough supplies to start a janitorial services business. He had clients in Venice, Santa Monica, Culver City, Manhattan Beach and, you guessed it,Playa Del Rey. He found the little beach town to be charming. He would take his son and friends on the weekends to watch the surfers at Gillis Beach, play beach volleyball and enjoy the laid back atmosphere.

Now the year was about 1960 when Jesse saw the new shopping center being constructed in Playa Del Rey. He imagined himself starting a business in the new center and being able to enjoy more time in the area that he had started falling in love with. 

Then it hit him. He always drove past a barbering school down the street and, “…doesn’t everyone love a good haircut?!” he thought. He enrolled himself in the barbering school within weeks to get his license and embark on starting his own barber shop. 

 Half a century later, Jesse cemented himself as a notable figure of this small beach town. Many would say he embodies what this city is all about…appreciating one another, offering a smile and a nice conversation, being a good neighbor – that’s who Jesse is.

Handover

I met Jesse in January of 2022, shortly after moving into the neighborhood. He gave me a haircut and told me all about Playa Del Rey history, the shop history, his background, the good times and the bad times. 

He listened to me tell my story of moving into the neighborhood with my girlfriend, Mackenzie. About growing up in Tustin, CA and going to college in San Luis Obispo, joining the Air Force and flying the C-17 Globemaster at March Air Reserve Base in Riverside. We bonded – I enjoyed his storytelling and positive energy and he enjoyed my youthful optimism and excitement.

After meeting Jesse, I would stop by on occasion to say hello with a coffee and offer him some company. He had let the shop cleanliness go by the wayside in recent years as he was over 90 years old and as a result didn’t have many customers coming in besides his loyal regulars. One of my visits, I mentioned to Jesse how I would love to start my own business one day just like he did. I saw his eyes grow wide with excitement. He immediately told me that he had been wanting to move on for quite some time and started throwing out numbers of what it would take for someone to take over his shop. At first, I didn’t put two and two together that he was convincing me to buy his shop.

I had never dreamed of owning a barber shop nor had I ever wanted to be a barber, so naturally I brushed off the idea. However, I have always dreamed of owning my own business and so the opportunity of starting a business in Jesse’s location certainly excited me. Soon after, I started talking with the building owners (the Matilla family) and exploring possibilities as well as inspecting the shop a little more closely to try and gather more perspective regarding how much time and money would be required. After discussing with the Matilla family, running the numbers, and considering my own budget constraints, remaining a barber shop was the most feasible option – so I got to thinking some more. 

After many more days of research, I became excited with the idea of owning a barber shop. It was time to negotiate with Jesse. We came to terms the first week of September 2022. A 60 year barbering career in Playa Del Rey had come to an end for Jesse and he was happy to retire to his home in Culver City.

Rejuvenation

With the approval of building ownership, I got to work remodeling the shop interior – demo, paint, flooring, cabinetry, furniture, reupholstery of the barber chairs and more were on the agenda.

The aesthetic and vibe of the shop all became based on the logo. I gained inspiration for the logo from Frank Sinatra’s famous mugshot in 1938 when he was arrested in New York for seduction. The arrest seemed to add to his persona and character later in life and certainly played a part in him becoming known not just for his sultry voice, but also for his good looks.

In addition, Frank Sinatra’s music exudes a gentlemanly lifestyle – being respectful to others, appreciating the loved ones in your life and maintaining self-confidence. My goal was to portray this classy lifestyle in the design of the shop.

Motto & Culture

The motto painted above the mirrors is one we can stand by with pride knowing we are carrying on the legacy that Jesse Guerra left behind when he retired. 

“Get to know your neighbor, Get to know your look”

At Neighborhood Barber Shop, our goal is to offer you an environment of comfortability and confidence. Be comfortable while you wait with a complimentary beer or a glass of whiskey. Educate yourself with the latest headlines from the Wall Street Journal and indulge in conversation with the neighbors around you. When it is your time to sit in the chair, your barber will listen to your exact desires and make sure you leave the shop a more confident version of yourself. 

At Neighborhood Barber Shop, we know every customer is an important part of their community and we will always treat you accordingly.