We caught up with 28-year-old Jordan Bonetsky of Bones Barber Collective in Hudson, NY, to learn about why he started his business, his experience in barbering, and what makes Bones Barber Co. special.
What is your business?
I own a barber shop called Bones Barber Collective. We officially opened in December of 2020, which I’m sure as you can remember, was a great year to do it. I opened it when I was 24 years old. It was just something that I had always wanted to do. I figured if I can get through COVID, I can get through anything.
How did you come up with this business name and branding?
Bones is short for my last name, Bonetsky. I didn’t want my actual name on it, so I thought I would cut it in half. I think it’s more marketable and rolls off the tongue a little better, too. My nickname in high school was Toad, so with our logo, it’s toad and bones. It’s simple, memorable, and goes well with our merch. 
How did you build your expertise?
I went to Paul Mitchell The School in Schenectady when I was 18, and after that, I worked as a cosmetologist for five years at a hair salon in Hudson. I fell in love with barbering and cutting hair, so I went back to school and got my barber license in 2020. I’ve been cutting hair for close to ten years now.
What inspired you to start this business?
I was young and very ambitious. I was actually thinking about this yesterday. I’m glad I did it then because I didn’t know when I was going to be that hungry for it again. I was still young enough and at a point in my life where I truly believed in my vision and what I could do. I believed in myself. This place is built off of hopes and dreams … and thoughts and prayers [laughs].
How did the first year go?
It was a nightmare. I had to grow up very quickly. There are a lot more boxes that you have to check than you consider when you’re first starting out. You have to represent yourself as well as you can, manage other people, consider how you’re viewed, and don’t even get me started on all of the money that goes into it! I didn’t get paid for a very long time. It was tough, but I’m happy it was tough. It made me grow as a person and as a business owner.
Is there someone you would like to credit for helping you develop your business?
As far as helping me launch, my mother and my grandfather are massive supporters of mine. Nobody reps the brand as much as they do, and they’re the unofficial managers of the shop. A lot of people in the barber community were also very supportive and cheered me on. That was huge for me; getting love from peers in the industry meant a lot. If I felt like I wasn’t doing well, that always pushed me a little bit more. It was cool to have people who are from the industry and are understanding and viewing me from the other side.
What was your plan when you started, and has that plan changed?
When I opened, I wanted to be a very traditional, old-school barbershop. I quickly realized that I was still a kid and too up with the times, so it eventually evolved to become more me as time has gone on. Now, it’s a new-school, modern barbershop with young kids hanging out and cutting hair.
What is one of the most important things you learned?
I learned that you can’t have everything. Starting my business took a lot of sacrifice; it was a lot of time, money, and energy. There’s only so much time in the day and in life, so I feel like learning to sacrifice certain things that I enjoy doing for a bigger picture was an important thing that I had to learn really quickly.
What was the most challenging thing?
Having tough conversations with people. You don’t want to hurt feelings or step on toes, but you have to separate yourself as the owner when you’re talking with people who work for you or clients who are coming into the shop. There were so many times when I wanted to hide away, but I forced myself to have those uncomfortable conversations. Learning how to be a leader and a mentor was also really difficult at first.
What was most fun?
All of the amazing people I’ve met! I love cutting hair with all of my heart. I used to have people tell me that it was something good to fall back on, but why would I keep it as a second option? I love what I do. I come to work and work with four amazing people. We’re all best friends. We close up shop at the end of the day and then hang out together. Between the people I work with and the people that come in, I’m surrounded by the best people all the time.
How has your business changed over time?
We’re still authentically ourselves, and I think that’s a big selling point. We have more to offer as far as services. We do women’s hair and color services now, and I never thought that I’d add so much more to what we do. I thought we were going to be a traditional barbershop and that was going to be it. That’s been a big change, but it’s one that I’m so grateful to be able to do. I’ve also had the same team for the past two or three years and I’m very grateful for them. Without them, I wouldn’t have this place.
How do you manage a work-life balance?
You don’t [laughs]. Something I just recently started doing is making more time for myself. I was always the first one coming in and the last one to leave, and I feel like I lost a lot of time with my loved ones. Over the past year, I’ve been taking a lot of time to spend not only with my family and friends, but also by myself. Alone time is the best. It’s important to take time for yourself, in addition to seeing family and friends, and break out of the office sometimes. You’re always on the clock, but some things can wait. That’s been my way of going about it lately.
What do you wish you would have known before you started?
I don’t wish that there was anything I would’ve known beforehand, actually. I wanted to learn it all along the way. I think I needed to mess up a bunch of times in order to not make those mistakes again. I needed that humility, and I prefer to learn through experience. •
To learn more about Bones Barber Collective, visit their Instagram @bonesbarberco. Book an appointment at Bones Barber at vagaro.com/bonesbarberco.
