From his salon in Plaça de Prim, Jordi Gimeno (born in Riudoms in 1937) has been a privileged witness to the evolution of Reus. Generations of clients have passed through his establishment, which has become a social meeting point beyond mere service provision. At 88, Gimeno maintains the routine of opening every morning.
His connection to the trade dates back to his childhood, helping out at the family barbershop in Riudoms. His father, a barber, passed on the basic skills, from fetching water to fill the tank to learning to shave at the age of ten. This early training reflects an era where family businesses set the pace of life and professional learning began very early.
Gimeno recalls how shaving used to be a necessity that required visiting the barbershop, as modern alternatives did not exist. The barber was a central figure in daily life, making the establishment a relevant social space.
The move to Reus occurred in 1968, with the opening of his first business on Jesús street. After twelve years of consolidating a loyal clientele, in 1980 he moved the salon to its current location in Plaça de Prim, where it has remained for over four decades.
Retirement is not in his plans as long as his health allows. "I like the work," he states emphatically, making it clear that his dedication goes beyond professional obligation.
Over more than seventy years, Gimeno has witnessed the sector's evolution, from the use of razors and elaborate hairstyles to the arrival of machines and fast trends. He expresses some criticism towards the loss of technique, lamenting that "today people wear a 2,000-euro suit and a six-euro haircut," emphasizing the importance of training and quality of work.
His professional curiosity led him to travel regularly to Paris for almost 20 years to learn about the latest trends, also participating in congresses in London, Brussels, Switzerland, Italy, and Bologna. In London, he discovered the double-scissors technique, which eventually became one of his hallmarks.
In addition to his individual work, Gimeno presided over the artistic collective of hairdressers in Tarragona for twelve years, participating in numerous exhibitions and activities that he recalls with special affection.
Thousands of people have sat in his chair, including figures such as lawyer Antoni Pedrol Rius, communicator Andreu Buenafuente, and filmmaker Bigas Luna. The latter asked him to replicate a star in his hair, an anecdote he still recalls with a smile.
Regarding public figures, he expresses interest in having styled Pedro Sánchez, mentioning that on one occasion he publicly advised on the Spanish Prime Minister's hairstyle. Locally, he would mention former swimmer Santiago Esteve for a style change.
Historically, the salon has functioned as a social hub, where football, politics, and current events were discussed. Gimeno notes that this role of conversation and coexistence has been disappearing, with clients now "coming in, getting a haircut, and leaving."
He has seen entire generations of families pass through his chair, a fact that fills him with pride. Despite interest from buyers like La Caixa, Gimeno has rejected offers to sell the premises, keeping the salon in Plaça de Prim.
Outside of work, his passion is horses, which he rides on Sundays. He also enjoys time at his farmhouse, maintaining an active life despite his 88 years.
As a final gesture, he offers to style the hair of newlyweds for free on their wedding day, a detail that underscores his concept of hairdressing as a relationship of trust that transcends a simple haircut.
