Prim and Proper Hair Boutique, which opened its doors in 2025, is a husband and wife owned salon built on a long-standing, shared dream. Jonathan and Anna-Marie Hiatt met 17 years ago as hair stylists working at the same salon and were married within a year and a half. The couple has worked together on and off since, deciding within the last few years that they wanted to turn their vision into a reality. “We really wanted to branch out on our own,” Jonathan says. “The past nine months have been pretty priceless, and we’ve been really fortunate to stay on an upward trajectory to where we are, and from where we started.”
When asked about the advantages of working as a team with his wife, Hiatt has only positive things to say. “It’s great because we understand each other inside and out. We’re cliche, finishing each other’s sentences, you know?” he laughs. “It’s nice to have that wall that you can bounce ideas off of.”
Together, the pair has hired three additional employees, including two stylists, Sahra and Mariah, as well as an esthetician, Lauren. “The team we have here is a great group of people,” Hiatt says. “Sahra was our first hire and she was recommended to us from a client, and she was actually on the verge of graduating cosmetology school. Mariah is an experienced stylist, and she came on last July. And then Lauren, our esthetician, her quote is ‘obsessed with skin.’ She’s been doing a phenomenal job. They all are wonderful to work with.”
Despite its early success and continuous growth, Prim & Proper has had its share of hiccups. Hiatt recounts the story of their first day open, during which the team realized that the building was not equipped with an essential element of a pleasant hair treatment experience — hot water. After a complete revamping of the space, complete with custom build-outs and brand-new equipment, they found the heater had not been operating for an extended period leading up to the grand opening. “I don’t know if that’s funny or tragic,” Hiatt jokes. “It was fixed immediately, but everybody had cold hair on opening day. In hindsight, it was a day of panic mode!” Hiatt is happy to report that the hot water fiasco was nothing but a growing pain, with no repeat incidences since that first day.
Hiatt says the overall goal with the salon is to create the sort of space he and his wife would have wanted to work in when they were first starting out. The day-to-day goal is to create a space for a joyful and confidence-boosting experience for their clients and a constructive culture for the team. “It’s about how you feel walking in and how confident you are walking out,” Hiatt says, referring to every individual who comes through Prim & Proper — staff or client.
Hiatt also shares that this positive atmosphere is reflected through the business’s social media, where the team posts photos of hair transformations and a healthy number of silly videos. A good encapsulation of the entire business reflects Prim & Proper’s dedication to good vibes — and great hair.
TO THE POINT:
Prim & Proper Hair Boutique
Address: 209 Village Ave., Ste. E, Yorktown, VA 23693
Contacts: Jonathan and Anna-Marie Hiatt
Phone: 757-642-3887
Website: primandproperhairboutique.com
