Wig Illusions, in the Summerton Plaza, Route 9, Manalapan, was founded by Elizabeth (Betty) Melillo, who lived in Manalapan for more than 40 years. Melillo died in October 2014.
The business is now owned by Betty’s daughter-in-law, Lucy Melillo, who has owned Wig Illusions since 2006 after working for her mother-in-law for seven years.
As she marks the business’s 30 years of operation, Lucy Melillo recalled how Betty, who was a wig stylist her entire life, founded Wig Illusions in space at Kilmer Plaza, Marlboro.
“It was a chair, a shower curtain and everything was ordered by mail,” Melillo said. “She needed a little help washing and setting wigs. … So when I was home with (my) babies, I would do that work for her.
“As soon as my youngest child went into preschool, I started coming in and learning the business. I worked an apprenticeship with her for many years … that’s how I learned,” Melillo said.
In 2006, Betty decided to retire from the business she had founded 21 years earlier.
“She gave me the option of buying the business. I was very scared because I didn’t know the business aspects,” Melillo said, adding that she had lost her sister and mother to cancer in 2005.
“It was super tough for me. … Did I want to stay in the cancer field? Because I suffered for a year with my sister and as soon as my sister passed away my mom got diagnosed and passed away five months later. I was so saddened, but I decided the women here, the rewards I get from my job, are (worth it),” Melillo said.
With support from her husband, Gerald, she took a leap of faith and became the owner of Wig Illusions.
“I decided to start working by appointment to see how that would work out. Walkins are welcome, but this isn’t a place people are going to walk into unless it’s someone looking for extensions and things like that,” Melillo said.
Melillo said when Wig Illusions opened, it did not primarily cater to people who were losing their hair during a battle with cancer and other illnesses.
“Because of illnesses that make your hair come out, we saw it was very important that we move to a private location to give people personalized and private rooms,” Melillo said.
She said her relationships with her clients are very meaningful and helped her make the decision to become the owner of Wig Illusions. “I’ve cried, I’ve laughed, I’ve hugged, I’ve gone to people’s houses. Some of these women are fighting for their lives,” she said.
Client Marie Pellicone said it is that compassion that has made Wig Illusions a success.
“Lucy takes care of all of her clients … She takes the time and she has the understanding for people’s needs. … Whether it is medical or just a beauty aspect, people come from all over to be with her because she’s that good at what she does, and it’s the human feeling that comes across from her that makes the difference,” Pellicone said. The process starts with an appointment and a free consultation. Melillo’s advice to individuals coming in for a wig for fashion reasons is to cut out pictures of the look they would like to achieve. Her advice to people facing the prospect of hair loss is not to wait.
“A lot of times, for my chemo people, doctors will say, ‘you’re only going to thin, you’ll be OK,’ and they come in here crying because their hair is coming out.
“For anybody who is going to go through chemotherapy, I recommend that before they start treatment, they make an appointment; that is very important. Sooner is better than later. If they come to me (before treatment), they will have everything prepared,” Melillo said.
Items available at Wig Illusions include head coverings, hats, scarves, sleep caps, turbans, wig spray and more. All wig services are offered on premises.
Melillo said her clients are her top priority.
“I think about what happened to me before I took over the business, with caring for my sister and caring for my mother. When people walk in, I know exactly what they are thinking, what they are feeling, their emotions, because I have been through it,” she said. “If I can make you look good and you can feel good, I’ve done my job.”
Wig Illusions may be reached at 732- 431-9629.