2450 E. Commercial Blvd. Suite 101 in Fort Lauderdale
Visit dkhbeauty.com or call 754-800-9077 for an appointment.
DKH Beauty Salon & Aesthetics stylist Midialys Gonzalez works on Alicia Cruz’s hair. [Photos by New Pelican]
By Hannah Spence | New Pelican Writer
No matter what kind of hair and nails they have, patrons at DKH Beauty Salon & Aesthetics will experience exceptional service.
“I think what makes us stand out is the fact that we are personal and good at making people feel at home,” said Leo Cruz who, along with his wife Alicia, owns the full-service Dominican salon that offers amenities such as manicures, pedicures, keratin, highlights, and the sought-out Dominican blowout that can “make any one’s hair look very straight in a short amount of time.”
Alicia Cruz has been in the business since she was an 11-year-old in the Dominican Republic. She started out washing hair but later moved on to doing more complex work such as cutting and coloring hair after people recognized her talent and started seeking her out.
“This made me feel really good,” she said. “All the compliments I got . . . it ultimately gave me the confidence to know that I could really do this.”
Nail technician Cinthia Roa Delgado works on Alicia Cruz’s nails.
The salon officially opened its doors in January of 2023 and has since built up a loyal customer base which includes people that don’t live in the state, such as Liz Siegal who currently resides in Michigan.
“Aicia is in charge of my hair. I get whatever she tells me I need at the time,” said Siegel. “She goes out of her way to get better quality products. I feel like she really cares about my hair. And she never takes advantage of her clients. So, if I don’t need something, I know she’s not trying to sell me on it.”
Siegel found out about Alicia a few years ago when she moved to Florida from Maryland and saw a Groupon for the salon. “I went in and I was like, this is amazing. This is great,” said Siegel who during her first visit, got her hair cut, highlighted, and blown out. “I don’t even try anyone here (in Michigan). I schedule with Alicia when I fly to Florida every three months.”
DKH is also unisex and has helped male clients, such as Sid Hoeltzell, who have had difficulty getting the care they need elsewhere. “I’ve got the strongest nails on the planet,” said Hoeltzell who gets manicures and pedicures on a regular basis. He went on to share that he has experienced negative situations at other places, such as his nails breaking the clippers at another salon.
Hoeltzell appreciates DKH being a smaller salon and seeing the same nail technician every time he goes there. “I think it’s important that someone gets to know your nails and knows you have a particular problem like a thick cuticle or thick skin . . . It’s like going to the same doctor and they know what kind of problem you have.”
Although Alicia enjoys doing all the treatments her business offers, she said her favorite is changing the color of someone’s hair. “The expression on someone’s face when they see their new look is rewarding. I feel proud that I can make that happen.”
There are plenty of nail polish choices at DKH Beauty Salon & Aesthetics.
Leo and Alicia plan on opening two more locations in the future, one in Miami and one in the New York Tri-State area. “It’s been a dream come true to not only continue my passion but also to grow and adapt in a new environment,” said Alicia. “It’s truly been a blend of perseverance, cultural pride, and the joy of connecting with people from all walks of life.”
DKH Beauty is open Tuesday through Friday from 10 a.m. to 7 p.m. except on Saturday when hours are 10 a.m. to 6 p.m. Appointments are recommended, but walk-ins are accepted. Customers aged 65 and over receive a 20 percent discount.
DKH Beauty is a New Pelican advertiser.
