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icons life lessons George Alderete, International Artist for Keune, may travel all over the world sharing his knowledge of hair color, but he also knows how important it is to stay grounded. ➺ George Alderete, life has always been about balance. In his new position as Salon/Academy Color Director at Keune Haircosmetics, he's finding that balance by seeing clients at the Keune Art of Hair Design, an academy and full-service salon in Atlanta, and taking his show on the road. "It has always been important for me to walk the walk and talk the talk," says Alderete, who finds that he can do just that by working behind the chair while also teaching color formulation at trade shows and distributor events. "It's important to have a day-to-day understanding of what we do for a living," says Alderete, for whom working in a salon is the only way to stay connected with actual clients, who are, after all, the end users of the services you provide. Born and raised in Southern California, Alderete opened Sculpt Salon in West Covina in the early 1990s and was quickly discovered by Phillip Wilson, who was with L'anza and is now International Creative Director for ColorProof Evolved Color Care. "I started assisting Phillip on shoots and got the bug," Alderete says. When Wilson relocated to New York City to work for Redken, he took Alderete with him. Tat partnership lasted until 2007 when Alderete decided to move back to West Covina. "I felt like I needed to get back to basics, not only working with clients but also working on myself," says Alderete. Four years ago he packed up his bags again to relocate to Knoxville, Tennessee, to work for Frank and Belinda Gambuzza at Salon Visage. He calls it the "most fulfilling, exhilarating, work-like-you've-neverworked-before experience" of his life. "It brought me back home and reminded me of why I got into hairdressing in the first place," he says. "It was the people. We can never lose sight of the fact that we are a resource for them. It's a responsibility and a privilege." Working in the South was an eye-opening experience, and it reminded Alderete of something his mother told him years ago: "Honey, this is a woman's world. You just live in it." When Keune asked Alderete to audition as a platform artist for them, the Gambuzzas were supportive, and with their blessing Alderete did 10 or 11 events for the company that year. Still, as much as he loved working for the Gambuzzas, when opportunity knocked yet again, Alderete answered the call. Tis time it was Keune asking if he'd come on board full-time, which meant moving to Atlanta, which he did in April. Alderete, who has twice been a finalist in the hair color category at NAHA, is proud of his accomplishments but also recognizes the need to recharge his batteries from time to time. "I have this little prayer I say before going onstage: From my heart to my hands," says Alderete, who admits that when he's feeling empty, he knows it's time to get back to his roots, and that means working with clients in the salon. "It's how I learn to listen again," he says, "and then I have something to give back." Lately my motto, which I borrowed from Dr. Seuss, has been, "Sometimes you will never know the value of a moment until it becomes a memory." 20 The Colorist | JULY/AUGUST 2013 | thecoloristmag.com PHOTO COURTESY OF GEORGE ALDERETE For