Our mission at aveda is to care for the world we live in, from the products we make to the ways in which we give back to society. at aveda, we strive to set an example for environmental leadership and responsibility, not just in the world of beauty, but around the world.
Our Mission
Horst Rechelbacher, Founder
In 1991, he opened his first Aveda hair salon on the Boston waterfront. This was an exciting time in George’s career, as he was able to travel to London’s Vidal Sassoon Advanced Academy for firsthand coloring and cutting techniques. At this time, he took his education global and also trained in New York, Miami, and Minneapolis (Aveda); London (Sassoon); Paris; Milan; and Denmark. During this time, George was able to work with world-famous hair designers, including Mark Hayes, Annie Humphrey, Ian Black, Yosh, Van Michael, Yves Durif, and many more.
In 1998, while George was working at the Vidal Sassoon Advanced Academy in London, he met his now wife, Victoria (Vika), who was from Russia. They married in 1999. The pair has been working together ever since and continuously seek education throughout the world, traveling to multiple European countries to stay up to date on the latest trends. In fact, George invented and patented the Channel Coloring tool, which allows a stylist to put four colors into a single foil, resulting in the ultimate multidimensional tone.
In 2003, El Coco Aveda outgrew its waterfront location and moved its salon to Boston’s Faneuil Hall, with 28 employees.
Throughout its history, the Boston El Coco has received many awards:
Best of Massachusetts 2002 and 2004, as seen in Vogue magazine
Best of Boston 2007 Improper Bostonian
Best of 2009 in City Search
Vika and their stylists have worked in New York Fashion Week as well as numerous International Shows throughout London. She has represented Aveda El Coco by doing the hair and makeup for Simply Elegant Platinum Magazine bridal shoots. In addition, celebrities who have been seen in their salon are Fergie from the Black-Eyed Peas, Christina Applegate, Chris Cooper, Lenny Clark, Dr Ruth, and many others.
In 2014, the couple opened the third salon, El Coco Aveda Hyannis, MA, Cape Cod, MA.
In 2022, George and Victoria opened their fourth salon, Aveda El Coco in Vero Beach, Florida, downsizing to only a three-chair boutique and exclusive high-end hair salon.
Together, George and Vika bring over fifty years of combined experience and a deep educational background to Vero Beach, Florida.
