2 new beauty tenants join Promenade Shops in Saucon Valley in 2022

Two businesses, including one already known in Lehigh Valley, will focus on beauty services when they open soon in The Promenade Shops in Saucon Valley.

Lashes by Gab plans to open its second location by mid-January in the space that previously housed AT&T near the AMC Theater at Upper Saucon Township Mall. The eyelash business is owned by Gabriella Edwards of Upper Macungie, which opened its initial location at 1331 Roth Ave. at Allentown in 2019.

Edwards got his start in the beauty industry working side by side with his mother, Miriam Frey, who owns Gabriella’s Salon & Day Spa in the same space as Lashes by Gab in Allentown. Frey opened her business in 2001 and expanded eight years later to incorporate her daughter’s passion.

Edwards worked at the Allentown lounge while attending high school at Liberty University Online Cyber ​​School. After graduating in 2016, Edwards attended Metro Beauty Academy, where she obtained her beautician license. She is now a certified educator who teaches licensed beauty professionals the art of eyelash extensions with a one to two day course. She plans to teach the same instruction at the Upper Saucon store.

The Upper Saucon location will feature both eyelash extensions and eyelash lift services, as well as a retail section featuring fashion, false eyelashes and other beauty items.

“Making women feel beautiful and empowered is part of my brand,” Edwards told lehighvalleylive.com. “Our goal is for every customer and employee to feel empowered and remember that taking care of yourself is important. “

She also has big future plans to open more Lashes by Gab locations in the region and statewide.

“I am delighted to be doing the shopping on the Promenade on my own,” she said. “I feel like this is the next chapter of my life.”

Upper Macungie’s Gabriella Edwards stands in front of a storefront that previously housed AT&T in The Promenade Shops in Saucon Valley. In mid-January, the space is slated to become Lashes by Gab and will be Edwards’ second regional location.

Elite Salon & Suites also plans to join The Promenade’s 2022 lineup after January. It will move to the space that once housed The Children’s Place.

Elite will be made up of a team of beauty professionals who also own independent hair salons. They will work together to provide high-end luxury services to clients in individual spaces, according to the company’s website. The idea is to eliminate the upfront costs and expense that a salon owner would normally incur if they were to open a traditional salon.

Elite has six other locations in Pennsylvania: in Doylestown, Bucks County; Feasterville, Bucks County; Philadelphia Cream; West Chester, Chester County; Berwyn, County of Chester; and Bryn Mawr, Delaware County.

The two new businesses are good news for the mall, which was approaching 20 empty storefronts last month. It has become ravaged by vacancies since the start of the coronavirus pandemic in March 2020.

The most recent company to announce it would end its run at The Promenade was Plow & Hearth in November. A saleswoman who answered the phone on Friday said the store would be open until the second week of January. It is not yet clear what led to the shutdown, but Krista Berardelli, Marketing Director of The Promenade, previously told lehighvalleylive.com that almost all of the chain’s stores were closing and that this was a ” enterprise-wide decision “.

Other recent new additions include The Extra Pair by Sole Provisions, in November; European Wax Center, in August; All Weather Selvedge Denim Co., in September; and evening dress retailer, La Femme Boutique, in April.

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Pamela Sroka-Holzmann can be reached at [email protected].

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