Lilly’s Beauty Salon on 23rd St. changes ownership


A popular 25-year-old business on 23rd Street in Richmond has changed ownership, but don’t worry: Little will change at Lilly’s Beauty Salon.

Eloisa Martinez, longtime former owner of the business at 919 23rd. St., has retired but says she was very careful when selecting the family who would purchase her business, which has a steady stream of regular customers. The family had to be able to connect with her clients, many of whom speak Spanish, Martinez said.

New owner Leticia Sandoval and her daughter Mariana are Richmond residents who were working at a similar business nearby. They purchased Lilly’s due to its prime location and strong regular client-base, Mariana Sandoval said.

“I like Richmond because everybody’s really friendly, you feel like you’re at home,” she said. “Everybody takes care of each other here.”

Sandoval also praised the sense of community, saying while the city is small, it offers everything one needs.

“I shop at La Raza on 22nd,” she said. “I can find everything there: meat, groceries, my basic needs for every day.”

Martinez will be missed. She said she was blessed to have been able to operate a successful business like Lilly’s for so many years. She said she felt supported by the community, not just her clients but also local business institutions, leaders and police officers.

On Tuesday, Martinez allowed us to record her reading her touching farewell letter (in Spanish) to the Richmond community as she sets off for new, hopefully more relaxing challenges.