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Since the eighties, proprietor Zoia Stoffman has been doing hair based on her philosophy that what separates a good stylist from a mediocre one is the ability to pay attention and do what a client really wants. “We understand people better than other salons because we take the time to listen. It makes all the difference,” she explains. With that simple but logical plan, the stylist has managed to build a thriving business with clients who fly in from as far away as Israel and China for a cut and color. In its current location since 2003, the salon is airy, bright, large (by East Village standards), and homey. Adding to the family-vibe, clients can enjoy a complimentary coffee or tea at MUG, the adjacent college-townish coffee shop run by Stoffman’s husband, while waiting to get shampooed with Alterna products. The hospitality is nice, but the real difference here is that the staff works hard to make sure their clients look great. As Stoffman matter-of-factly puts it, “A lot of people walk in looking like shit, but when they walk out, they always look fantastic.” — Charles Runnette