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I was stuck inside one night during a huge blizzard, and I picked up a camera for the first time ever. I was 19 years old and I had no idea how impactful this moment would be in my career. I convinced my friends Nicole and Katy to let me do their makeup and hair, and using my friend Charlie’s camera, I took photos of my friends outside in the snow. I felt something spark inside of me when I took these photos. Something powerful. That moment sent me a fierce ten-year mission to pursue my dream.
it all began in 2010 outside my college dorm at hofstra university.
the story
My dream is PARLR. After that night in the blizzard, I began my career, working anywhere and everywhere I possibly could, from a makeshift studio in my dorm room to a rented fraternity house basement that I outfitted it as a photo studio. I worked for a celebrity stylist, Alexa Winner, driving all over NYC in my 1997 Saab to find unique shooting locations.
My crazy NYC adventure eventually led me back to my hometown of Framingham, where my first "studio" was born in my parent's garage. After just a year, I upgraded to a 300 square foot space in a mill building, right across the hall from what would eventually become Beauty PARLR and RLR Studio, a 2,500 square foot space. And in the same building as what you know and see today as PARLR.

With the help of our incredibly talented team, our amazingly loyal clients, and a lot of hard work and planning, PARLR was born in 2018. PARLR houses our salon and spa and portrait studio, as well as PARLR Brand Studio, our business-to-business graphic and website design, photography, and videography agency.
20 miles west of boston
13,200 square feet
salon spa portraits branding
the
photo
that started
it all
20,000 clients each year



This company is such a deep-rooted passion project for me, as it truly represents my heart and soul. Every single detail in our space has been deliberately placed and handpicked to convey a feeling of uniqueness, from the music, to the decor, to the lighting and customer service. Each client’s experience with us matters to me so deeply. I want each client to feel like a personal friend of mine walking through our doors. PARLR is a home I created to harbor my deep love for the industry, my craft, and my love for leadership. I feel privileged and honored to have a space that allows me to live my dream. I am blessed to work alongside such an incredibly talented group of individuals who allow me to lead them on a daily basis. And I am truly grateful and humbled by our clients, who have made this whole dream possible. Our clients make us who we are, and it is as simple as that.
meet our incredible team
20 MILES WEST
OF BOSTON
11,000 SQUARE FEET
SALON + SPA
PORTRAITS
BRANDING
20,000 CLIENTS EACH YEAR

rachael shtifter
founder + ceo

carli rubin
coo & beauty director

lealyn walsh
director of photography

noah
lin
director of videography

sarah casasanto
director of graphic
& web design

andrea marshall
master stylist

melissa roach
master stylist

emily higgins
master stylist

erin
wylie
master stylist

jennifer dillen
master stylist

dyanna liverpool
master stylist

meaghan andreano
master stylist

mia
julian
master stylist

nina
dantas
master stylist

molly mcglaughlin
master stylist

jenny paulus
stylist

mandy fraifer
stylist

tamarah victor
junior stylist

michelle polos
master esthetician

lori
webber
master esthetician

rachel king
master esthetician

victoria perez
master esthetician & makeup

sarah whiting
manager

danielle puriton
reception

alana sousa
photographer

ally swartz
social media manager
