Ruthie Cole, owner of Niles’ newest beauty salon, wants customers to feel special, important and beautiful when they walk through her door.

“I just wanted a place that had heart and soul and people that really care about you,” said Cole, who has been working in the salon business for more than 20 years. “We want you to feel comfortable — like you’re with friends.”

Cole and her husband, Lennie, opened Natural Beauty the salon Feb. 20 at 1958 S. 11th St. in Bell Plaza, next to Ho Ping Garden.

They offer all hair services, from cuts to colors to perms, and waxing. They plan to add esthetics and massage to their list of services in the near future.

Natural Beauty the salon exclusively uses and sells Aveda, a line of styling products that uses plant-derived ingredients.

“We are trying to leave as little carbon footprint behind as we can,” Lennie said.

The Coles are both Southwest Michigan natives. Ruthie is a Buchanan graduate and Lennie is a graduate of Galien. They live in Niles.

Ruthie worked at the same Michiana salon for the past 17 years before opening up shop in Niles Township.

The salon is large — around 2,000 square feet — and was recently renovated by Ruthie’s father and family.

“They worked really hard,” Ruthie said.

Natural Beauty the salon currently has three employees besides the Coles, but they are in the process of adding stylists.

Ruthie works full time behind the chair. Lennie manages the salon in the evening after working for Brenner Oil during the day.

Natural Beauty the salon is open 9 a.m. to 8 p.m. Tuesday through Thursday, 9 a.m. to 6 p.m. Friday and 9 a.m. to 3 p.m. Saturday.

The salon, which accepts walk-ins, can be reached by phone at (269) 684-7077.

A website is currently being created.