Our artists take a fresche approach to style
We emphasize continuing education, so our artists are always on the cutting edge of style, trend and fashion.
Meet Our Owner & Lead Stylist
Joi, a native to Atlanta, has been hand-crafting hair and makeup for the past 23 years. Joi first opened fresche in 2003 in Grant Park. Her resume includes platform work, theatre, runway, photo shoots, video and New York fashion week. Joi’s work has been published in Lucky, Allure and Vogue magazines along with other Atlanta-based magazines. Her education is amongst the highest in the industry, where she has worked in every aspect to further her experiences. Joi’s professionalism in the industry extends into her staff. This year we have built an amazing team of like minded individuals that I am so proud to be working with every day!
Joi’s career began under Tina Terry Hunt with Redken as an apprentice and has continued with Marylle Koken, Michael Posanelli, Robert Lobetta, and the entire international Artistic Team with Sebastian. Joi has been internationally-recognized as a Platform Artist traveling and teaching other hairstylists about the latest techniques in cutting, colouring and finishing hair. Now, as a member of the KMS Art Team, she is continuing her love for education and helping other stylist grow. Joi says, “I feel it is extremely important to always know what’s new in our industry. Fashion and hair change constantly, so as an artist, I have to be ahead of the curve to know what to offer my client’s for a fresche new look.” All of the stylists at fresche receive ongoing education from Joi to ensure that they are at the highest level of their craft.
Joi believes that the decisions that are made creating a new look for someone are very important. As a stylist, her energy and connectivity are keys to success. She strives to connect with her clients by knowing what to listen for from the inside out to know what type of style someone needs or wants. Fortunately, during this process amazing relationships are formed and magic happens. Joi feels that is the best part of being creative and having the opportunity to do what she does.
During your initial consultation Joi focuses on your natural hair texture, cutting and colour to compliment your face shape, lifestyle, and individuality. She specializes in hair cutting techniques that grow out seamlessly and with low maintenance styling at home. Joi’s clients are always expressing the difference in getting one of “Joi’s cuts”, is that…
“her haircuts grow out seamlessly and are effortless to style at home.”
Joi’s passion for the industry began as a child playing with her doll’s hair and she says, “Now as a grown-up I still get to play with hair!”
“For me, it is so much more than what meets the eye, it is creating something beautiful and making your clients feel beautiful every day. You can change someone’s attitude so easily, which can change much more than just their hair. Being a constant student of life, I feel blessed to be able to grow creatively on a daily basis. Not many people get to say that about what they do.” – Joi Rooks
Meet Our Stylists
Master Cosmetologist, Jared Dennis is living his life long dream as a growing hairstylist in our industry. From a very young age he was intrigued by his mother’s transformation every morning into a beautiful work of art. A native of Montgomery, Alabama, at age 26, Jared moved to Georgia after serving in the United States Army. In 2009, he entered West Georgia Tech with a strict focus in Cosmetology. He graduated in 2012, receiving his license to pursue his dream.
Jared is passionate about hair in cutting and colour and is a meticulous professional from start to finish.
“It is my belief that first impressions are everything. Before we can give our introduction, an opinion is being formed. It is my duty to help discover that beauty and make your first impression the best visual impression possible!” – Jared
Fifi started out as our Salon Assistant who gives amazing shampoos, since then she has been promoted to being behind the chair! Fifi specializes in doing creative colors, beautiful Balayage highlights and amazing blow-outs! We are excited to see her passion come to life behind the chair with us at fresche.
Lyndsey is a busy bee at fresche! We are proud to announce she has been Apprenticing under Joi, the owner, to become a hair stylist for enough time to start taking clients as a Jr. Stylist. Lyndsey started with us at the front desk and expressed her dream of doing hair one day. We just couldn’t let her give up that dream, so we are happy to help make that happen. While assisting, Lyndsey helps keep the salon in tip top shape along with doing shampoos and blow-outs.
She has recently been promoted to being behind the chair part time as a Jr. Stylist!
Meet Our Esthetician
Aimee joined fresche as the Salon Receptionist in 2008. Since then, she has grown that position into the Salon Manager. She has developed and nurtured systems in the salon, allowing fresche to run more efficiently, all while also taking care of clients, the stylists and many other behind-the-scenes tasks. After being in this role for over 10 years, she has decided to step down from the managerial aspect of fresche and take on another position, as an Esthestician. Aimee has always felt that she was meant to do more, to be able to help people by offering a service that will give them the ability to feel better about themselves and be healthier at the same time. She has acquired a passion for skin care and also educating people about how to take care of their skin and allowing them to feel pampered at the same time. Aimee will be offering skin care services that will help to elevate the full service experience at fresche, by offering many levels of facials from a Basic facial to the Ultimate facial with hot stones, full body waxing and customized makeup sessions. We are excited to see Aimee in this new role and look forward to seeing it grow into the perfect new addition to fresche!
Meet Our Staff
Meet Our Massage Therapist
After over 14 years in the business, the most common question I receive from potential clients is why I chose massage therapy as a career… What they really want to know is why anyone would choose to “rub on” perfect strangers all day. The short answer is this: I became an MT because I enjoy working one-on-one with people to help guide them to healing and better overall health. The wonderful thing about massage therapy is that it deals with the whole person – mind, body & spirit. I feel very fortunate and at the same time, humbled, by the trust placed in me by my clients to aid them in seeking well-being.I am a graduate of Atlanta School of Massage, certified in at least 10 different modalities, including Swedish, Deep Tissue, Spa Treatments, and Sports Massage. I have owned my own business, Why Knot?, since graduating massage school. I am also a chiropractic assistant, so I understand the relationship between structural and soft tissue function. I employ several techniques with every massage to customize each treatment to the client. I make it my goal to always listen to the needs and wants of the client, and to apply the skills, knowledge, and experience I have gained over the span of my career to create a healing, relaxing, and rejuvenating massage. I look forward to serving you!