NewStyle Salons changes name under new owners

Stacey Harrison

Contributor

March 23, 2026

NORTHEAST WISCONSIN – NewStyle Salons recently underwent some changes – including new owners, a new name and a new look. 

Now known as Modern Elegance Beauty Salons, the chain of salons is co-owned by Gabriel Sandoval and his husband, Ivan Hernandez-Alvarez. 

Though NewStyle Salons operated six locations before the change in ownership and rebranding, Sandoval said the Green Bay West location at 2268 W. Mason St. has closed, merging with the Suamico team to bring stylists together under one roof – creating a stronger, more unified salon family with greater support for both clients and staff.

“As a family‑owned company, that same welcoming, family‑style atmosphere you’ve always felt will continue in Suamico,” he said. “We’re incredibly thankful for everyone who supported the Green Bay West location over the years.”

Sandoval said the remaining five locations – Appleton East, Appleton West, Bellevue, Suamico and De Pere – are now being remodeled and rebranded as Modern Elegance Beauty Salons.

“Expect new services,” he said. “We’re working on a bridal service this year… We want to expand treatment add-ons and the snack bar.”

Sandoval said he envisions the salons having more of a “home vibe.”

“[An] escape from reality is what I want the salons to feel like,” he said. “We want an affordable luxury experience.”

How it started

Though they are familiar with the hair care industry, Sandoval said he and Hernandez-Alvarez are new to business ownership.

“It’s new waters for both of us,” he said.

Sandoval said he first met the owner of NewStyle Salons when he was working for a salon distributor.

In October 2024, he said the owner jokingly asked him if he was interested in owning salons.

“It caught me off guard,” he said.

However, Sandoval said he told the owner to reach out when the time came to sell so they could explore the opportunity.

“Well, he called me two weeks later and said he was looking to sell now,” he said.

So, Sandoval said he discussed it with his husband.

“It wasn’t in our life plans to be owners of salons,” he said. “But we discussed it, and we went back and said, ‘Let’s explore this before we make a final decision.’”

Recognizing the potential, Sandoval said he and Hernandez-Alvarez began overseeing the salons as general managers in April 2025.

“The current seller gave us the authority to do all the changes we wanted to do,” he said. 

Meanwhile, Sandoval said the owner stayed behind the scenes, managing payroll and supporting the transition.

Officially taking the reins earlier this month, Sandoval said he and Hernandez-Alvarez are excited for what’s next for Modern Elegance Beauty Salons.

“We’re working on a new culture, new handbook…,” he said. “It’s a unique setup, because it’s not a franchise, it’s a privately owned salon. We don’t have anyone else on top of us to make decisions or ask for approval. My husband and I are the ones to make any changes we want.”

Entrepreneurial roots 

Even though owning a business is new to him, Sandoval said entrepreneurship isn’t – growing up watching his mother run Mi Favorita Supermarket in Green Bay.

“I worked for her for many years – that’s how I got exposed to the entrepreneurship world,” he said. “I learned a lot just being next to her and being by her: the character you need, the attitude you need, the softness you need but also the sternness you need so that you don’t get taken advantage of.”

Sandoval said he feels “so fortunate” to have had that early exposure from his mother, but added that having “full control” of a business is “very different.”

“To know your decisions have an impact – it’s a blessing,” he said. 

Looking toward the future

Now that the acquisition is finalized and the new name put in place, Sandoval said renovations are planned for all five locations, aiming to add more stations to bring additional stylists on board – joining the current 24 stylists.

“We’re super excited,” he said. “My favorite thing so far is being able to create something new and something fresh for my team.” 

Sandoval said the first letters of Modern Elegance spell “me,” which reflects the desire to keep the client at the center of everything.

“Without the client, we are nothing,” he said. “Without the stylists, we are also nothing… We want to give clients an experience. We can give them something to escape from reality.”

Sandoval said each location is open Monday through Saturday with varying hours depending on the day. 

For more details, check out Modern Elegance Beauty Salons’ Facebook page.