At Boston Barber Company on a recent Thursday afternoon, owner Bobby Della Russo has a line of customers waiting for him as he finishes a haircut. He circles the barber chair intent on executing every detail precisely, and as soon as one customer is out of the chair another one sits down. Without a question about hairstyle or preference, Della Russo starts cutting – he already knows what to do.

By Stephanie S. Daly — Photographed by Jazz Martin

Boston Barber Co. is a traditional barbershop with modern flair. It offers the typical services, haircuts and straight edge shaves complete with a hot towel treatment, at an affordable price – $16 for a cut, $18 for a shave. Located on Salem Street, in the heart of Boston’s North End, the shop’s unique décor has made it an attraction in itself. But most notable about the shop is its small town feel – Della Russo knows his customers on a personal level and newcomers are welcome to his inner circle.

“The first time they come in there, they’re a little quiet,” Della Russo, a North End native, said about new customers in his shop. “The second time they engage in the conversation, and by the third time they feel like they’ve been coming here their whole life.”

Della Russo has built his population of regulars, which even includes members of the Boston Bruins, by his reputation in the area. Although Boston Barber Co. has only been open for four years, the 34-year-old started cutting hair at age 14. And with his shop, Della Russo aspired to create a place for everyone to enjoy.

Boston Barber Company’s décor is classy and traditional, with wooden paneled walls, black leather chairs and couches and even two spiraling barber poles adorning the storefront. But Della Russo has added details with a more modern, hip feel, including framed photos of Boston sports stars and rock and roll legends, an electric guitar in the front window and barbers that are all in there 20s or 30s.

“The shop, it’s like Grand Central Station. I’m right in the middle of the neighborhood and people come in here all day long,” Della Russo said of the constant flow of people visiting for services or just to check out the place.

However, Della Russo has plans far beyond a simple barbershop. With Boston Barber Co., Della Russo is intent on creating a guy’s total barbershop experience. The first step is Della Russo’s idea to build a tattoo parlor in the back of the shop, which he is already in the beginning stages of creating. The parlor will have glass walls so while customers wait for services in the barbershop, they can watch others getting tattoos.

Della Russo has other ideas like adding tanning beds to attract a female crowd and even selling sneakers in the shop.

“Everything that guys like; guys like haircuts, they like sneakers, they like tattoos,” Della Russo said of his intent for expansion. “All the ideas will complement each other I hope.”

For now, the focus remains on the barbershop, as it’s busy almost every day of the week, and Della Russo’s main goal is to please his customers.

“I want them to love the service,” Della Russo said. “I want them to feel comfortable, to feel at home and I want them to have fun.”

Boston Barber Co. is open Mondays from 12 a.m. to 8 p.m., Tuesdays and Wednesdays from 10 a.m. to 7 p.m., Thursdays and Fridays from 10 a.m. to 8 p.m., and Saturdays from 9 a.m. to 4 p.m. For more information, visit www.bostonbarber.com.