Collegiate Times

The bright hum of a saxophone lightly plays to a jazz tempo among the sounds of scissors and blow-dryers. A Santa Claus-lookalike with long white hair and beard occupies the first chair. Standing over him with the customary barber?s blade is Charles Johnson. He meticulously trims Santa?s hair and beard. Two other men sit in chairs across the tiled room, waiting for their turn to be groomed. The first is a middle-aged man, the other a college student, alike only in their waiting.

The shop is split in two. The first half, where the older man waits to get his haircut, resembles a traditional barbershop. The second half is a styling salon, the destination of the waiting student. This old and new salon is called New Image Barber-Stylist. Owned by Johnson, the shop?s history is matched only by that of its owner.

Johnson has been a member of the Blacksburg community his entire life, except for two years spent in Korea performing military duties. Johnson has been barbering for 50 years. He began his career in 1956 as an on-campus barber. Fifty years ago, all concessions were established on-campus, Johnson recalls. The barbershop, shoe shop, bookstore and tailor shop were all located on campus.

In 1974, Johnson decided to open his own shop, naming it Town and Campus, on North Main Street. He later decided to change the name to something catchier in order to gain more customers. He decided on New Image, the name it retains today. Never a fan of naming the shop after himself, Johnson admits he wouldn?t be doing his employees justice by putting his name in the title.

?I never liked to name my shop after me. I always had other help, so I would want to give them credit too, I couldn?t take that from them,? Johnson said.

In 2000, Johnson moved his shop to 460 Turner St. in Collegiate Square. Most of his clientele are Blacksburg and New River Valley locals, some traveling from Roanoke and Bluefield just to receive his services.

Widowed with five children, Johnson admits he?s stayed in Blacksburg for so long because of its diversity. ?I like the diversified community and the small-town atmosphere. I don?t know how long it?s going to stay small, but I never liked the big cities,? he said.

Johnson said the thing that keeps customers coming back all these years is the good, professional service and atmosphere he provides, along with a key location. He also admits, unlike other barbershops in the area, his shop has the ability to change hairstyles as students? tastes change.

?Over the years we change with them,? Johnson said. ?When the hippie movement was here, the other shops wouldn?t change their styles to the long hair, afros or ?fros,? he said.

During the weekends, Johnson traveled to seminars in North Carolina and Tennessee to learn the new hairstyles. ?If they change now, I change too. If they come in with new styles from around the world, we adopt them,? he said. Johnson?s love of the trade keeps him going. He likes the people he works with and for.

As the alarm blares bright and early at 6 a.m., Johnson rises and prepares for his day. He?s not only the CEO of New Image, but also the accountant, security guard, janitor and receptionist. He deals with at least 40 to 50 customers daily, both on the phone and in person.

Jao Mcmurtie, an employee of Johnson?s, says he?s quite the employer to work for. ?He?s a very good boss and he?s always doing nice things for his workers. He?d take off the shirt from his back for you,? she said.

Mcmurtie said Johnson is very understanding, allowing her to work part-time so she can take care of her granddaughter. While very understanding, Johnson is also very honest. Mcmurtie explained a time when she was cutting a customer?s hair and Johnson didn?t approve of the style. ?He walked by and said, ?I think you need to do a little something different to that.? He reminds you of everything you do wrong, but he?s a good teacher,? Mcmurtie said.

Along with owning his barbershop, Johnson also owns a booking agency called Joy Attractions, and in the past ran a nightclub and restaurant. Aside from being an entrepreneur, Johnson is a self-admitted information center. As a person walks in, asking about the location of a neighboring store, Johnson proves his point. Johnson often provides jobs and guidance for Virginia Tech students, including Cory Bird, a former Hokie football standout.

Johnson says he?s talked students out of giving up on school by offering them a deal. If they get the grades, he?ll provide the money.

In his free time, Johnson enjoys listening to music, riding his bicycle and going to jazz concerts. He also performs a large amount of community service, participating in public meetings weekly. Even after cutting hair for 50 years, Johnson continues to put his heart into his work, and as the store continues to fill with customers, he still has that magic touch.