On New Year’s Eve 1979, in the 1,000-person town of Falher, Alta., a local hairdresser parked her car outside her two-chair salon in the corner of the local hotel and packed her belongings into the trunk. She threw in her combs, honed scissors and beauty magazines, and drove four and a half hours south to the edge of St. Albert. Tired of giving “the usual,” the hairdresser took the first step in a journey too big for a small town.
In the car, with her hands on the wheel, she was just Eveline, the local hairdresser who had opened that salon in Falher around 1974. Forty years later, she’s Eveline Charles, a mother, beauty magnate and businesswoman, with salons across western Canada, two training academies and a line of beauty products all bearing her name.
Now in her 60s, Charles has retained a sense of style that is strong, confident, and feminine – a mirror of her personality. However, that small-town charm is still noticeable in her unreserved sociability, typical of people who come from tight-knit hamlets. Her use of folksy axioms – such as, “We all put on our pants the same way,” and, “If you look like an unmade bed, you’re going to work like an unmade bed” – betrays the small-town girl who formed her business acumen early on.
Going to the city to shop only once every few months required researching current trends, forecasting their direction and having a little ingenuity. At fashion, “small town girls work twice as hard,” Charles says.
Charles never earned an MBA like she’d hoped because, from the age of 12, she was forced to help support her family. Like it was for her father, university was only a dream. “My father had always wanted to go to university, but it wasn’t possible. The only thing they could do was open-land farm, and he hated it.” Her father began to drink, and while he was an alcoholic but a “nice man,” in Charles’s words, the experience of supporting the family through the hardest of times taught Charles her first business lesson: “There’s no such thing as a cushion.” Ruth Kelly, publisher of Alberta Venture magazine, has seen numerous entrepreneurs come and go. “I will always look to see what Eveline is doing with great interest because I think she’s a true innovator,” says Kelly. The two share similar experiences: neither earned a business degree, and both grew their businesses up from the ground at a time when it was difficult for women to lease space and earn a line of credit.