Elline Surianello is the founder of the “Under One Roof” project. As a successful entrepreneur and feisty fifty-something, Elline had the vision to offer women the support, advice, information and services they need ‘under one roof,’ and thus it was born…
Elline’s Personal Journey
Elline began experiencing hair loss at the young age of 9, which was later diagnosed as Androgenetic Alopecia. After decades of frustration due to the lack of information and suitable solutions available to women, Elline decided that if no one else would stand up, take the issue out of the closet, and become the face of women’s hair loss–she would.
Invention: The LeMetric Hair System
Due to the lack of safe and viable solutions to women’s hair loss, Elline created and trademarked her own: The LeMetric Hair System. It is an additional hair solution made from the finest quality Italian human hair. Each system is custom-made by hand, using only natural fiber materials (no glues or bonds) and provides the utmost in quality.
The Breaking Point: Ladies’ Home Journal
Elline was on a crusade to demand answers and information, and Ladies’ Home Journal was the vehicle. The magazine ran a 4-page spread on her story and her solution, leading to 9000+ phone calls from like-minded women across the country seeking Elline’s help.
New York City: Headquarters
After the influx in demand for Elline’s solution, she moved to the fashion and beauty capital to accomodate other women in need, by opening her salon devoted solely to women with hair thinning and/or hair loss on 40th & Park. All of her systems are made on the premises by hand in her New York-based atelier.
Continued Exposure
Visibility and awareness of LeMetric continued to grow, including features in: Good Morning America, Salon Today, Modern Salon, followed by regular advertising in The New York Times and New York Magazine, and public appearances at major hair, health, beauty and fashion events such as IBS: The International Beauty Show in New York City.
New Market Launches
In order to better serve her clients, Elline began to open up Affiliate Salons across the U.S. and Canada including: Philadelphia, Chicago, Phoenix, Virginia, New Jersey, Connecticut, Houston, Toronto and Calgary. Local press coverage supported these launches including: ABC Philadelphia, ABC Chicago, City TV News Toronto, Fox 5 Chicago, CBS, The Toronto Star, Philadelphia Magazine, The Calgary Sun, Canadian Hairdresser, Hair’s How, ELLE Canada and more.
Special Events: Saks Fifth Avenue Alliance
With an established product and service under her belt, Elline made a shift towards special events and motivational speaking, designed to spread awarenss and empower women, “From Hair To Toe.” She partnered with Saks Fifth Avenue and New Beauty Magazine for a cross-promotional series of events targeted at women at a slew of Saks Fifth Avenue locations along the East Coast.
The Next Chapter: Under One Roof
In today’s changing marketplace, Elline is poised to use her sales, public speaking, and cross-promotional skils to develop a program that will help like-minded business owners and consultants to pool resources and target the same audience. The new cross customer servicing program is entitled “Under One Roof.”