Salon shows that beauty is not only skin deep

SCOTT FRIEDMAN Donna DePinto, owner of D'Bella Salon by Donna on Route 27 in Franklin Park, applies makeup to client Cindy Elbogen, of Holmdel. NORTH BRUNSWICK — Donna De- Pinto is no stranger to the beauty business.

A former model, the 43-year-old former South Brunswick resident pursued a fashion career in New York City in 1983. She modeled billboards for Newport cigarettes and filmed a few commercials for the Mc- Donald/Richards agency.

She then opened the Harbor View Restaurant in Brooklyn, N.Y. She said the movies "Coming to America," "Someone to Watch Over Me," and "Scent of a Woman," were all filmed at her location on Water Street.

After taking a year off, De- Pinto said she went back to the fashion world and took a cosmetics course at Visage Beaute in Beverly Hills, Calif. Previously wanting to become a skin doctor because of various skin problems she has faced throughout her life, DePinto instead became a custom blender, formulating her own hypo-allergenic, oil-controlled makeup.

Living back on the East Coast, DePinto worked at a nail salon on and off for eight years, and as a graduate of South Brunswick High School, she attended the VoTech adult school in East Brunswick.

PHOTOS BY SCOTT FRIEDMAN Left: Donna DePinto, owner of D'Bella Salon by Donna on Route 27 in Franklin Park, applies a hair treatment to Cindy Elbogen, while her assistant Dandra Bollman, of Monmouth Junction, puts the finishing touches on her nails. Above: DePinto styles the hair of Carmen Procaccini, of Kendall Park. "I don't think you need to go to the highest school to be prestigious," she said. "You can be good and great, but nobody is the best, because then you shut down knowledge."

DePinto, who has even been featured as the model for a romance novel cover, then decided to open D'Bella Salon by Donna on Route 27 south about six years ago, providing her clients with salon services such as hair, nail, makeup, skin care, waxing and massages, along with boutique products such as handbags and jewelry. She said she wanted to keep a small environment "so you feel a little bit of warmth" and designed the 1,000-square-foot studio space "like my living room."

In recent years, she has expanded her makeup line, included LCN gels for manicures, increased the number of facials, and catered to a more ethnically diverse clientele. She said there is a woman who specializes in ethnic hair care, such as extensions, relaxers and weaves, and women with darker hair colors are asking for more vibrant highlight colors.

The former basketball and track athlete said her 12 staff members focus on customer service and making women recognize their beauty. She also said her employees try to make men more comfortable, since lately males have come in for manicures, pedicures and massages — including business owners, doctors and lawyers.

"Verbally, we're making them feel secure," the new mother said. "I think people like personal one-on-one. People aren't looking to get rushed anymore."

Because of the state of the economy, De- Pinto is offering specials for her clients: there are discounts for paying cash, specials on Mondays, and various free services with the purchase of others.

"People, they're not looking to spend as much, but I think they need to personalize within themselves and groom themselves — that's beauty," she said. "It's about giving back at this time. I do lose a little bit, but I gain more by making people feel good."

D'Bella Salon is open 10 a.m. to 6 p.m. Mondays, 10 a.m. to 7 p.m. Tuesday through Friday, and 9 a.m. to 4 p.m. Saturdays.

The salon is located at 3171 Route 27 south in Franklin Park behind the Dunkin' Donuts. Services are by appointment.

Call 732-297-1116 or visit www.dbellasalon. com.

"I think good business it not about product sales or coloring or how prestigious the haircut styles are, I think it's about having a good team behind you. And I have a great team I wouldn't trade for the world," DePinto said.

Contact Jennifer Amato at

jamato@gmnews.com.