Geno Levi was 19 years old, doing drugs with no direction in his life.
He found himself living in a bathroom at a beauty academy in Washington, Pa.
“The owner showed me love,” said Levi, as he shared his story on Tuesday inside Light of Life Ridge Recovery Place on Pittsburgh’s North Side. “He knew I had talent. He didn’t give up on me.”
Levi now owns the Geno Levi Salon in McMurray. In 2010, he started The Beauty Restores Foundation, through which 2% of product sales are donated to benefit restorative programs. Through the foundation, Levi is opening The Beauty Restores Foundation Light of Life Salon inside Light of Life Ridge Recovery Place.
”In life, it is so important to give back,” Levi said. “People think success is about money. It’s not. It’s about sharing it with those around you. That is true fulfillment. We all have a story and we write our story during that dash between when we are born and when we die. What will you do during the dash part of life?”
Levi has been a hairstylist for nearly five decades. He wants part of his story to include giving back.
The new salon has two chairs. The goal is to have stylists from throughout Western Pennsylvania volunteer their time.
Light of Life assistant executive director Doug Smith reached out with the idea to Levi’s wife, Cindy, who handles the business side of the salon.
In 2024, Light of Life assisted 3,100 people with everything from food to housing. He said on any given night, they house 125-150 individuals, including some children. The Christian nonprofit organization provides recovery programs, food and shelter for Pittsburgh’s poor and homeless. Men, women and children are provided case management and programs, including recovery from substance addiction, help for mental health issues and educational courses to prepare them for careers and independent living.
The Mission is open 24 hours a day, 365 days a year.
Danna Pritchard was the first client to get a haircut by Levi inside the new salon.
“This is probably the best haircut I have ever had,” said Pritchard. “Light of Life spoils us and they bring us back to life. I would never have come this far without them. My self-esteem was low, but Light of Life makes me feel like I am worth it.”
Reggie Berry is a case manager for Light of Life and also a licensed barber. He hosts a hygiene workshop monthly called Divine Cuts. Berry said he and another barber at Light of Life want to teach some of the skills they’ve learned about barbering.
“It’s about paying it forward,” Berry said. “You can just feel the energy when you help someone feel good about themselves. God blessed me with a gift and I want to use that blessing to help others. When you get a haircut, that helps build your self-esteem and you feel better.”
Geno and Cindy Levi invited stylists and educators Bella Piotrowski and Shelby Dzubinski from Geno Levi Salon to be part of this experience. Cindy Levi said it is such a restorative thing to be refreshed like this.
”It is a blessing to be here,” Piotrowski said.
“Geno presented this opportunity and we both wanted to be a part of it,” Dzubinski said.
The salon is about investing in Light of Life guests and clients and creating a great environment for them, Smith said.
”We focus on the mind, body and spirit,” Smith said.
Being part of this salon is about sharing his gift, Levi said.
“You feel good when your clients feel good,” Levi said. “Life is about passion and purpose. I have seen my brother lose the battle and I have seen friends lose the battle of addiction. God spoke to me. It is a blessing. I am humbled by this.“
Light of Life Ridge Recovery Place is located at 665 Ridge Ave., on the North Side.
Details: 412-258-6100 or lightoflife.org
