Lello is not just a craftsman of scissors and razors: he is a silent storyteller, a confidant behind a mirror, a piece of Italy transplanted into the heart of New York.
He left San Giorgio a Cremano in 2011 – “for a bit of madness and for love” – bringing with him the classic Italian style, made up of scissors, precise gestures, and chatter that smells like home.
Lello Guida is the barber who conquered the East Village. In his shop, the smell of espresso mixes with that of shaving lotions, and the chair becomes a therapeutic place where hair is cut and, often, thoughts are lightened.
In this chat, Lello tells us about his journey, his roots, and the craft he continues to practice with pride and passion, never ceasing to look at New York through the eyes of someone who knows that “America is still the land of opportunity.”
Lello, let’s start from the beginning: where exactly are you from and when did you decide to leave Campania to move to New York?
“Before leaving Campania, I lived in San Giorgio a Cremano.”
What prompted you to take this leap? Was it more of a dream, a necessity… or a bit of madness?
“To be honest, it wasn’t a necessity or a dream. It was a bit of madness… because I came for love.”
Do you remember your first day in America? What struck you the most?
“I arrived in 2011, it was a Friday. The strongest feeling? It was like walking in a movie: New York was exactly as I had imagined it.”
When did you learn to be a barber? Was it a family tradition or your choice?
“A family tradition. I grew up in my father’s shop.”
In the center of the shop is a large black-and-white photograph: it is his father, who also had a shop in Naples like the one Lello now runs. Two comfortable leather armchairs that closely resemble those in the vintage photo, a pair of scissors hanging on the wall, and many Italian-made products on display, from shaving cream to hair products.
How has the way you cut hair changed since you arrived here?
“Actually, I’ve kept my style: classic Italian, with scissors.”
How much of Italy is still in your shop?
“A lot. The Italian style is always there, never forgotten or set aside: in the gestures, in the chatter, in the care.”
Are American customers different from Italian ones?
“Yes. In general, American customers are less demanding.”
A barber is much more than someone who cuts hair. What does the barber’s chair become for those who sit in it?
“It’s therapeutic. The customer relaxes, enjoys themselves, confides in you. Sometimes an atmosphere is created that goes beyond a simple haircut.”
You’ve heard many stories over the years. Is there one that has stuck with you?
“Of course. Many, with different emotions. But I don’t tell them… certain things remain between me and the customer.”
How difficult is it to bring your culture with you to a country that speaks another language and has a different rhythm?
“For some people it’s complicated. For me, thanks to my character, it was very easy.”
Have you ever thought about returning to Campania permanently?
“No, never.”
Lello lives in Staten Island, has a wife he met in Naples, and a great passion for his work, which allows him to get to Manhattan every morning without any trouble.
What do you miss most about Italy, and what would you never change about America?
“I miss my family and the food. But I would never give up the energy of Manhattan: it’s unmatched.”
If a young person wanted to open a shop in New York today, what advice would you give them?
“That America is still the land of opportunity. With a spirit of sacrifice and ambition, you can make it.”
If you could cut anyone’s hair, even a historical or famous figure, who would you choose?
“Diego Armando Maradona.”
When you think of your homeland, what is the first image that comes to mind?
“The magical Gulf of Naples.”
Is there a smell, a sound, or a gesture that makes you feel at home, even here in New York?
“When a customer comes in and greets me with ‘buongiorno’ in Italian. And the smell of espresso.”
Have you ever cried in the back of the shop without anyone seeing you?
“No. I have a strong and cheerful personality.”
What sacrifices did you make to get here? Have you ever wondered if it was worth it?
“I sacrificed time with my family, especially with my father. But it was worth it.”
When you look in the mirror today, do you see the man you hoped to become?
“Yes.”
That’s how he is: direct, practical, without unnecessary frills. Perhaps this is the real secret that, more than scissors, has taken him so far.
What has this profession really taught you, beyond scissors and razors?
“The importance of listening and not judging. Making hasty judgments is a big mistake.”
If you could go back thirty years, what would you say to Lello as he was about to board that plane?
“Go… and be careful not to trip!”
His style has received more than one accolade over the years. Gothamist listed him among the “10 best shave spots in New York,” as did the Daily News, which described him as “If cutting hair were an art, then Lello Guida would be Michelangelo.”
Lello turns his gaze and looks proudly at a newspaper page cut out and displayed in his shop. It is the page that makes him proud of his work: recognition of his skill and passion, all Made in Italy!
Thanks a lot, Lello!
