GROOM GUY, LUXURY WELLNESS BRAND BECOMES THE ONLY BLACK-OWNED MEN’S GROOMING BARBERSHOP ON PGA TOURNAMENT PROPERTY
Meet Darius Davie, Founder & CEO of Groom Guy, a luxury wellness brand that supplies quality men’s grooming services & products. In March 2023, Groom Guy secured a landmark deal with South Florida’s world-class PGA National Resort, home of the annual Classic Tournament in Palm Beach Gardens, Florida.
There, Groom Guy opened a state-of-the-art wellness brand on the $100 million-dollar PGA property in South Florida with assistance from Venus Williams’ design firm V Starr, marking his company the only Black-owned men’s grooming business of its kind for the organization’s partnership. In its new 40,000-square-foot immersive spa, Groom Guy offers a range of services such as haircuts, shaves, beard trims, and more. The bespoke experience provides guests with a luxurious and indulgent grooming service.
Groom Guy’s barbers are classically trained and use elegant hand-crafted razors and the Art of Shaving products. From artisanal cuts and straight razor shaves with Damascus steel blades to custom leather barber chairs and handcrafted grooming products, every aspect of this barbershop has been meticulously designed to provide visitors with the finest grooming services. In addition, Groom Guy offers a selection of premium grooming products including haircare, shaving, and colognes.
“At PGA National Resort, we take pride in providing immersive experiences that surprise and satisfy our most discerning visitors,” said Joseph Fisher, Managing Director of PGA National Resort in a March 2023 press statement. “Our partnership with Groom Guy aligns with this goal, offering guests a one-of-a-kind grooming experience.”
In the world of men’s grooming, Darius is stepping onto the scene with a unique vision and a rich history of barber culture backing him. Meet Darius Davie, the founder of Groom Guy, a brand that’s more than just a barbershop – it’s a wellness journey aimed at enhancing self-care routines. From his background to his business journey, Davie shares his story and aspirations.
Hailing from the vibrant city of Atlanta, GA, and raised in the dynamic environment of New York City, Darius Davie, age 32, found his passion early on – in the performing arts. A graduate of Professional Performing Arts HS (PPAS), he developed a love for theater and all things artistic. His dedication to his craft led him to a career in the arts, where he enjoyed everything from tap dancing to opera.
However, life took a turn, and he decided to leave the arts behind to pursue another passion: golf. Introduced to golf at a camp in Augusta, Georgia, Darius developed a keen interest in the sport. After a hiatus, he rekindled his connection with golf during the pandemic of ’21, which inspired him to combine his love for golf with his entrepreneurial spirit.
Groom Guy: A Unique Vision
The idea behind Groom Guy came from Darius’s exploration of the rich history of barber culture, tracing its roots back to the late 1800s. Early entrepreneurs in the grooming industry found innovative ways to connect with clients, and Darius saw an opportunity to enhance the experience. His concept was to integrate the men’s grooming business with the hospitality industry, particularly hotels and resorts.
Determined to bring his vision to life, Darius sought to make a mark in the prestigious world of golf. He became part of the PGA tournament property, aiming to bridge a gap and diversify the PGA’s business network. Darius believed in the power of representation and wanted to introduce new possibilities within the PGA brand.
Challenges and Triumphs
Running a business always comes with its share of challenges. For Groom Guy, one significant obstacle has been building a community that genuinely supports their concept. Introducing something new and different can often meet with hesitation from residents and guests. To tackle this challenge, Darius and his team are focused on forming authentic partnerships with like-minded individuals who resonate with their mission.
Amidst these challenges, Groom Guy has achieved its goal of providing an excellent service that blends grooming, golf, and culture. Darius’s passion shines through, as he strives to create a wellness brand that promotes healthy self-care routines through grooming experiences.
Looking Ahead
As Darius sets his sights on the future, he wants people to understand that Groom Guy is more than just a place to get a haircut. It’s a space that encourages wellness, self-care, and community. He envisions Groom Guy becoming the go-to destination for men seeking grooming, golf, and cultural experiences that go beyond the ordinary.
Behind every great entrepreneur is a team, and Darius is no exception. His Director of Groom Guy and right-hand man, Matthew Sears, shares a friendship spanning over two decades, reflecting the strong foundation of their business partnership.
Darius Davie’s journey from arts to entrepreneurship, and his commitment to bringing wellness and grooming together, showcases his determination to create a positive impact. Both, Darius, and Matthew are redefining what it means to care for oneself, all while making a mark in the worlds of golf, culture, and community.
