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really!? maybe 07310 doesn't, but sure seems like large portions of 07302 and 07303 do.

Their concept is great but JC does not have enough affluent people to support this type of business. Greenwich CT, Princeton, NJ and the Upper Eastside of MH, yes. JC, no.

Depending on how hot the barbers are, this can be the next hot gay spot.

My guess is that they will have an emphasis on ambiance, service, perks (like cocktails), and services like straight razor shaves which are less common. The market for luxury men's grooming exists. Some women cut their own hair or go to supercuts, that doesn't mean a master stylist charging $100/cut doesn't also have a market.

My partner has an unusual head shape and a bad cut on him is really, really bad. He gets his hair cut by Christina at Shampoo and I think pays $30 or $40. It's worth the extra 20 or 30 he pays compared to a barber shop, for him to like how his hair looks.

I would probably buy him a straight razor shave from this place as a birthday gift.

In their defense, it's $40 for a regular barber (the $50 is for the "master" barber). That being said, a Blind Barber-esque spot in JC would be awesome. $40 for a cut with a great cocktail included is not bad, plus I've always loved the "hidden" cocktail bar behind the wall.

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Are their prices really that steep for a manly-bro spa-like experience? I think it sounds nice. And maybe worth it.

To compare (and yes, I'm a total girlie girl) I pay roughly the below for my stuff (net -- then I tip!)

$65-75 for a haircut every 2.5 months. Only because I have long, curly hair that doesn't need it every 6 weeks and my stylist is a genius.

$80-100 for a very specific color every 6 weeks done by another genius at my salon

(Gianna and Lula at Tousled on Jersey Ave, btw, are the geniuses. Brilliant, those two.)

$30 for a gel manicure every two weeks.

$25 for a pedicure once a month.

$15 on eyebrow and lip waxing every 3 weeks.

The above is just maintenance.

Then a few times a year I get a facial or a body scrub or some other specialized treatment at a day spa for $50 to $75 range each service.

And I'd rather pay for a nice "pampering experience" and for a very skilled professional across the board, since my hair and face and hands (and sometimes feet) are out there for the world to see, and you know, for me to see in the mirror.

Sounds like this place is a nice salon-esque place -- but for the menfolk, and similar/parallel to a high-end salon or day spa for women.

I say PAMPER yourselves, guys! It's not cheap, but trust me, if the staff at Virile know their stuff and the end result is great ... it's a nice way to spend a few hours!!!

heh, $50.00? that's absurd.

My husband went to "International Styles" once and came back looking like Lloyd Christmas.

I don't know if it's his hair or if he just has an oddly shaped head - but it's been a challenge finding a place to get a decent haircut/beard trim.

He hasn't cut his hair since June so $50 will be worth it if it makes him look a little less like Wolf Man.

Virile opens Friday.

While I like the concept, branding and renovations at Virile (and the idea of having a classic cocktail with my cut!), $50 is steep for me as well.

I usually head to X-Press Cuts on Grove Street where Leonor, the owner of the shop, cuts my hair for $20+tip.

She does a solid job, is super-friendly and professional, and the location is mighty convenient.

In any case, I wish the Virile guys luck and much success with their new location on Jersey Avenue.

Although $12.00 is average in most places, you can get a haircut for as low as $7.00 around WTC or lower Manhattan.

I pay about $35, and its not so fancy. Its a Latino barber on Forsyth St on the L.E.S but I only go once a month. So many on this board say they want upscale, well you got it. $0.99 stores vs this place the new and improved hood. Well lets see if they survive.... Good Luck!

Jesus, $90-$110 for a cut and shave? Do you get a glass of scotch and a handy for that price? Are these guys like the Artisanal Pencil Sharpener? Comedians that realized you could charge whatever you want if you add "Artisanal" (or in this case "Tonsorial" onto something?

It's possible it really is a transcendent cut and shave, but I don't understand it. Esquires of Wall St offers a similar experience and a great shave, and they're half the price, in lower Manhattan.

$50 for a dude's haircut is steep. Especially if you're like me and have fairly short hair and get it cut every 3-4 weeks.

I get mine cut for $12 on Christopher Street, and those guys do a great job.

Regardless, this is a cool concept and the place looks great, so that can't hurt. I just hope they'll have enough critical mass to be successful.

Noticed this as well over the weekend. For anyone familiar with The Blind Barber (http://blindbarber.com/) in the East Village, these guys are running with the same concept: classic barbershop, straight razored shave, and cocktail while you sit. As a customer of The Blind Barber (cuts are $40 with complimentary drink), I'm curious to see how Virile is being that it's a block commute as opposed to getting to the East Vill. If the commenter who said these guys charge $50 is correct, that's a bit of a bummer. Something else I'd like to know is what they charge for trims/clean-ups/shape-ups.

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Nah, that takes away the fun of it! Whenever my grandmother went back to Italy and took relatives on a guided tour, the young guys doing the tour would say dirty stuff about local girls, and she found it hilarious because they had no idea she spoke fluent Italian.

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I totally agree, I went to the place on 1st off Jersey - Faux Thugs R Us (?) and got a great haircut for about $20. Extremely professional. One thing I have observed is that Hispanic barbershops seem to be meeting places for friends, so don't assume there is a long wait just by looking in.

Question: When people around you are speaking a foreign language, is one obliged to inform them that you understand what they are saying?

$50 for a haircut? No thanks. There isn't much up there to begin with. I'll take my head to an old style barber who cuts my hair for $12. He's efficient, cleans me up just fine, and nothing fancy.

Here's the website for the new barber shop on Jersey Avenue: VirileBarberShop.com

(I peered in through the window of the place on my way to Choc-o-Pain this morning as tommyc_37's post made me curious.)

The old-school look and throwback feel is pretty cool and unusual compared to other barber shops in Downtown Jersey City.

I also noticed that the Yelp reviews for their location in Bergen County are off the charts which has to be a great sign.

Quite a few stores have come and gone over the years along Jersey Avenue, but this place looks like it could be a keeper!

"Something for the weekend?"

There is a new barber shop on Jersey Avenue, in the space that was formerly a glassware retailer (before that it was Village Thai, and before that it was a cafe). It's called Virile Barber Shop. I walked in to check it out and talk to the owners yesterday. They did a GREAT job restoring the interior, it looks really awesome.

The concept is classic barber shop. Hot shaves and haircuts.