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Noemi Contreras takes over the generational reins of a historic hair salon in Mequinenza to maintain an essential service in the rural environment.
This young professional from Mequinenza has opened the By Noe hair salon on H Street, No. 3, focusing on classic hairdressing, personalized attention and maximum hygiene.
At a time when many small towns are facing the gradual closure of businesses due to a lack of generational succession, Mequinenza has a new example of young entrepreneurship linked to maintaining essential services. At just 24 years old, Noemi Contreras Berenguer has decided to open the By Noe hair salon, located at Calle H, nº 3, ground floor, taking over a business with decades of history after the retirement of its previous owner.
The hair salon opened its doors on December 12, 2025 and, in just half a year, is working to become a new benchmark for those looking for a friendly approach, a classic style and careful attention in the heart of Mequinenza.
Noemi likes to maintain traditions while adding a touch of modernity. That's why she explains, with particular pride, that the letters spelling out "Peluquería" (Hairdressing) on her salon's awning are hand-painted, something she wants to preserve as part of the history of this place and as a tribute to her predecessor: " This is part of the history of hairdressing, part of the history of Mequinenza; it would be a shame if it weren't preserved ."
A necessary generational change
The opportunity arose when the previous owner announced her retirement and began looking for someone to continue the business. Although Noemi initially hadn't planned to settle in the town, numerous residents expressed their concern about the potential loss of hair salons in the area. The situation was significant. As Noemi herself explains, several of the hairdressers currently working in Mequinenza are nearing retirement , so the continuation of the service depended largely on new generations taking the plunge.
“ There were many people who told me that if I didn’t take over the premises, the town would end up losing services ,” Noemí says.
Their decision thus means maintaining a daily service that is especially important for a population with a high presence of adult and elderly customers , who value being able to go to a hairdresser without having to travel to other larger towns, such as Fraga, the capital of the Bajo/Baix Cinca region.
Training in Lleida and experience in classic barbering
Noemi trained at the Casanova Academy in Lleida, where she studied hairdressing and barbering. Before opening her own business, she worked in various establishments, an experience that allowed her to define the style she now wants to offer in Mequinenza.
Their focus is on classic, elegant, and traditional hairdressing for both women and men. For women, the most requested services are classic cuts, defined hairstyles, coloring, and occasionally highlights. For men, traditional cuts predominate, primarily done with scissors and a razor, reviving techniques from the old days of barbering, without the use of electric clippers.
“ I like to work with scissors and a knife, like they used to do. I prefer a more artisanal and personalized approach ,” he explains.
Although she also caters to young clients and performs other services that are more popular today, she acknowledges that her main clientele is adult and elderly, a profile with which she feels especially comfortable.
Hygiene, one of the pillars of the business
If there is one aspect that Noemi highlights above all others, it is the cleanliness and disinfection of the establishment.
After each service, all tools used go through a disinfection process using professional double disinfection equipment with hot steam, ensuring that combs, scissors and utensils are fully sanitized before being used again.
In addition, it carries out a regular, comprehensive cleaning and disinfection of the entire premises, a routine it considers essential to offer a safe and quality service.
“ I wanted to open knowing that hygiene had to be an absolute priority. All equipment is disinfected after each customer and the premises are constantly cleaned ,” he says.
This professional system was, in fact, one of the first investments he made before opening the doors of the hair salon.
A business that helps build community
Beyond the business venture, the opening of By Noe represents a commitment to rural areas and local commerce . After completing her studies and working outside the town, Noemi Contreras Berenguer has decided to settle in her hometown to develop her professional career there, helping Mequinenza maintain essential services and spaces for everyday interaction.
Their story reflects the importance of generational change in municipalities like Mequinenza, where small businesses such as a hair salon play a fundamental role in the quality of life of the population and help to strengthen the commercial fabric and social life of the municipality.
With barely six months in business, it's establishing itself as a classic-style hair salon with personalized service. As she explains, she wants to help Mequinenza retain its services ; her sole aim is to work hard and offer the best possible service to all her clients: " Little by little, more people are getting to know me, and those who come once usually come back , because of the quality of our work and the service we provide ."
By Noe Hair Salon is located at Calle H, nº 3, ground floor, in Mequinenza , and can be followed on Instagram at @by.noepelu . It is open Monday to Friday, mornings and afternoons, although they currently have shorter hours due to the summer schedule, and on Saturdays until 15 pm.
