The Story Behind Valor & Violet's Downtown Location
Local cold brew coffee on tap, exposed ceilings, a modern aesthetic and the scent of premium hair products greet guests at Valor & Violet’s Downtown Des Moines (DSM) salon. At the center of it all are co-owners Joshua Charles and Kari Camenisch, whose vision extends beyond great hair.
When Josh and Kari began searching for a second location, they knew Downtown DSM was the right fit. “The city has everything we wanted,” Josh said. “Downtown DSM already has the vibe; we just have to bring the style.” After finding a second story loft space, they knew it was the spot and from there, they pursued a modern industrial and mid-century vibe, intentionally avoiding matching everything to maintain authenticity and clean lines.
But creating a beautiful salon was only part of the vision. Josh and Kari also wanted to create a place where people can hang out and connect. “We wanted it to feel kind of like the old barbershop vibe,” they explained. “That’s why we have comfortable seating and drinks. We just want friends and family to just stop by, grab a drink and say hey.”
While Valor & Violet has grown to a second location, the journey hasn’t always been easy. Before opening their first salon in Ames, Josh and Kari were turned down by 32 banks when seeking financing. “Authentic entrepreneurship requires massive personal risk, especially when it comes to financial backing,” Josh said.
The setbacks reinforced what entrepreneurship really means. “There’s a big weight of responsibility and courage placed on you when you take a risk like this,” Josh said. “It’s more than just the business mechanics — there’s humans involved in this business, too.”
Ultimately, when Josh and Kari secured financing, they had put Kari’s home as collateral — a decision that showed what they were willing to sacrifice to make their vision come to life. “You have to believe in what you’re doing,” Josh explained. “And we have the willingness to take risks to build something bigger than ourselves.”
They believed in what they were doing, and that belief turned into a community in Ames. Business took off and their risk paid off. “I’ll never forget when I looked through our salon and realized “we’ve made it,” Josh said.
For Josh and Kari, opening a salon in Downtown DSM wasn’t just about expanding their business. It was about creating another space where people can connect, relax and enjoy themselves — a place that reflects both their professional vision and their love for Downtown DSM.