Deirdre Boling - Lewis and Genieva Ruffino are best friends and business partners in Blo Blow Dry Bar which is opening soon in Victoria Park next to Doc B’s on Federal Hwy.

The two neighbors have been working on this project for over a year now. Blo is known as the original blowdry bar, and Gwyneth Paltrow is a partner.

“Genieva was my inspiration for opening Blo,” Deirdre said.

It all started when Genieva and Deirdre, who were attending the re-opening event for the War Memorial Auditorium, needed to get their hair and makeup done. Genieva took Deirdre to Drybar in Fort Lauderdale.

They had a great time. Deirdre was so impressed that she realized she wanted to look into this as a business. She happened to see an ad for Blo Blow Dry Bar on Instagram. Deirdre did her research, and the company ended up reaching out to her.

“I started having conversations and went through the interview process. They were amazing,” Deirdre stated. “They told me that the ideal candidate was an extravert who is great at marketing and loves to talk to people. I was like, ‘Oh my God’, that’s not me at all.”

Deirdre knew who the ideal person was.

“Deirdre walked over to my place,” Genieva explained. “She knocked on my door, and she asked, Do you want to do this with me?” I said, “Yes, of course.”

Genieva has a strong background in marketing, advertising and sales while Deirdre has a law background and was the pharmacy attorney at Walmart’s headquarters in Bentonville, AR for over a decade.

The two make a great team.

They are presently hiring their staff and are finishing construction of their space. Deirdre and Genieva have also traveled to Blo’s company headquarters in Toronto together to work with corporate and finalize everything before their opening. A team from corporate will be coming down to assist with all of the training of their staff.

“Blo is an amazing company and at the top of the industry,” Genieva emphasized. “They offer more, and I like that they have make-up. The products that we will be selling are great. We are extremely customer oriented, and it is all about convenience.”

There is already a buzz happening for their opening as several groups have already been booked, including wedding parties and a bachelorette party.

Genieva and Deirdre greatly appreciate living in Victoria Park.

Genieva first moved here in 2009.

“One of my favorite memories was watching the peacocks walk around and hearing the sound of the bells from St. Anthony’s Church,” Genieva stated.

Genieva moved away for a couple of years, and it never felt the same. She had to move back.

Four and a half years ago, Genieva purchased her present home and fully renovated it as it was in pretty bad shape with frayed shag carpeting, an outdated kitchen and bathrooms along with mold everywhere. “Since I'm a designer, I enjoyed the project,” Genieva says.

Genieva, mother of three daughters, Lilly (17), Tessa (14) and Hayden (13), went to a few colleges including FIU, The Art Institute and FAU for Graphic Design, Advertising and Marketing. She spent her early 20’s in Manhattan pursuing modeling and acting, which allowed her to travel the world.

Her daughters are members of the Fort Lauderdale Youth Gardening Club and The Girl Scouts. They play soccer and have been going to surf camp (Hang Loose Surf School) since they were four years old. They have also been to lifeguard camp. Anything to do with the water is their passion – including paddle boarding, fishing, and diving.

“We have a dog named Bella,” Genieva says. “She is a Black Pomeranian and is five years old. She loves to go on drives and walk with us. Most of all, she just wants to be with everyone which makes her happy.”

The family loves going to the beach, the Baptist Health IcePlex, Hugh Taylor Birch State Park, the Club at Harbor Beach, Lago Mar, the Greek Festival, The Parker to see plays and the South Florida Symphony Orchestra, the Panthers events at the Iceplex and concerts at the War Memorial. One of their favorite times of the year is attending the Annual Victoria Park Block Party.

Deirdre has lived in Victoria Park for five years. Originally from Connecticut, she has resided in several places including Arkansas, California and Florida.

Deirdre graduated from UConn in 1990 with a BA in Philosophy. She then attended the University of Miami Law School where she graduated early in December of 1997.

She presently is a healthcare attorney.

Deirdre met her ex-husband, Chad, in the Walmart cafeteria as they both worked at Walmart Headquarters. Chad was in Finance, and Deirdre was in Legal. They’re divorced but are best friends.

They have two sons, Charlie, 16, and Win, 13. Charlie is a straight-A student and loves to cook, hang with his friends and play pickleball. Win is an avid tennis player and swimmer.

The family has two cats and a dog which are very spoiled!

“We always celebrate holidays and special occasions in a big way,” Deirdre expressed. “My grandmother always said, ‘If you can’t celebrate your birthday, what day can you celebrate?’ ”

“A big part for why we like Victoria Park so much is the love of pets and how everyone always takes care of strays,” Deirdre says.

Genieva and Deirdre are excited about their new business and their future in Victoria Park. They are also big supporters of Covenant House and Women in Distress.

“We are so happy to be able to give back and to be in a place where we can help women,” Deirdre says.

With the opening of Blo Blow Dry Bar Fort Lauderdale coming soon, Genieva and Deirdre look forward to seeing you and helping make you look great!