Writer: Libby Nichols Serenity Couture Salon Spa has officially opened its new flagship location in the Atlas Building at 7001 Westown Parkway in West Des Moines. The move brings together all previous Serenity Couture locations into one thoughtfully designed space, setting the stage for its next ch apter, with luxury, innovation and a commitment to customer care at the heart of the experience. The move coincides with the salon’s 25th anniversary. Founders Doug and Jana Van Polen (pictured) previously owned and operated other local salons, including the Aveda Institute, Bella Salon and VP Men Barber Shop. All told, they’ve mentored generations of stylists and have made a lasting impact in the community. “We’re so proud of what Serenity Couture has meant to our team, our guests and our community over the last 25 years,” Doug said. “But we’ve never seen this anniversary as a finish line. This new flagship is about building the future of our industry right here in Des Moines.” “We are always trying to evaluate the salon and spa industry in Des Moines,” Jana added. “This space is that next step.” Her words capture the spirit of Serenity Couture’s mission to raise the standard for beauty experiences in Iowa and create a place where guests feel cared for and indulged. The new space reflects the Van Polens’ commitment to innovation and guest care. As you step inside, you’re greeted by a fresh, inviting atmosphere and the subtle scents of all-natural hair and body products. The salon uses the Aveda brand’s 100% vegan, botanical-based products. The serene design and luxury amenities were all selected with clients in mind. Guests can expect full-service salon and spa treatments, an expansive retail space, plus a few surprises. The spa itself is expanding its offerings, with a dedicated relaxation space and several Japanese head spas that promise a unique relaxing and rejuvenating experience. In the coming months, as other businesses open in the reinvigorated Atlas Building, Serenity Couture plans to introduce a new barber shop with a speakeasy vibe, right down to a secret door and specialty drinks guests can order right to their salon chair. To book an appointment, visit Serenity Couture’s website or call the salon directly. Walk-ins are welcome, too, so feel free to stop by and experience the new space for yourself. Libby Nichols is the creator and founder of Meet DSM. She also writes about local businesses and events for dsm magazine. ...read more read less