Joe Kennedy

Joe Kennedy is routinely named the region's best writer by readers of The Roanoker magazine.

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The minute I saw the sign on the door of Diva's House of Hair at Lamplighter Mall in North Roanoke County, I knew I had a story.

"Welcome," it said.

"Absolutely no smoking, soliciting, eating, gossiping or children (unless being serviced).

"Thank you.

"Owner."

I understood the ban on smoking, soliciting, eating and tag-along children.

But no gossiping? In a hair salon?

That's like banning alcohol in a beer joint or calories in funnel cakes.

Owner Yoedie Swain is well aware of that, but he has worked in gossipy environments and disliked them.

"I just don't want any more of that," he said.

Swain says Diva's serves a wide range of customers of both sexes, from everyday people to politicians and professionals.

About 75 percent talk about themselves or their lives, not anyone else. Others talk little.

He is not above chiding those who wander into the forbidden zone. He wants to maintain a professional atmosphere, and he says it has worked.

Reputation is everything in a place the size of the Roanoke Valley, where, he says, "Good news travels fast. Bad news travels faster."

His black Land Rover parked out front indicates that his news must be pretty good. He says it is, mentions the house he is building in Roanoke County and gives thanks to the Lord.

Diva's occupies a far corner of the C-shaped shopping center, but the heavy traffic on Williamson Road offsets its lack of visibility, he says. So does the reasonable rent.

The plaza's shops and stores include two other hair salons, a Mexican market, a seller of hydroponic gardening items and wine- and beer-making gear, a tax service and a vacuum cleaner shop with the motto, "Our business really sucks."

Sam Rasoul, the plaza's owner, says the storefront spaces are small enough for startup shops, and the availability of one-year leases is another plus.

Rasoul, 26, bought the property a couple of years ago.

"It is profitable," he said.

Swain says he went to William Fleming High School and was accepted at Roanoke College but opted for hair styling school instead.

After working for another salon, he opened his own at 23. At 34, he is established.

Commonwealth Shaver and Appliance Co. occupied a spot from Lamplighter's opening in 1974. It was a landmark.

Now, a Latino church stands next to the plaza, a yoga studio across the street.

Things change, and when you look at the newer shops in the morning sun before they open, you can practically feel the hope.