My name is Deana Berg – owner & founder of Moxie. My passion & career began in December 1985 in San Diego with a family based salon, California Hair Design. Their tagline was “Design an Conquer,” and thus, my career in precision haircutting began. These experiences paved the road for me becoming the stylist I am today. I am so very fond and grateful for these memories and lessons learned.

Precision Haircutting is by far my greatest gift and art, and I am so honored to continue and practice this legendary technique created by Vidal Sassoon. My passion continues to grow and I have realized I can contribute to this earth by making people feel more beautiful, thus more confident, thus more powerful, through simple haircutting.

Moxie was founded 18 years ago in May 2003 with a partnership with Aveda. This partnership was foundational in Moxie’s growth. My mission aligned so beautifully with theirs…’to care for the world we live in, from the products we make to the ways in which we give back to society.’ What all began as a crazy dream turned into reality with a lot of love, perseverance, and hard work.

Our tagline at Moxie is, “Moxie — Where Beauty Is Real.” Moxie was founded on the idea that everyone is welcome. Come as you are and be who you are. We want you to feel heard and taken care of at Moxie. Real beauty, for everyone – because everyone is beautiful.

Moxie has and will continue to be a meandering river of beautiful and challenging experiences for me. There have been so many people who have helped bring this dream to fruition & continue to do so. Moxie has taught me to listen, laugh, and continue to love, no matter what. In life we must follow our ambitions and continue to persevere. Thank you all for 18 crazy years – cheers to more!