Ellen’s passion for hair design began with her mother’s Aunt Grace. Aunt Grace had six beauty salons around Baltimore entitled "Salon of Grace and Beauty." As a second-generation Italian American, their daily lives were centered around Italian traditions, but Ellen got to spend much of her after-school time in the salon. If she was on her best behavior, she was allowed to sweep floors and play with the rollers. She couldn't imagine a more glamorous vocation. It was this that sparked the beginning of a life-long endeavor to make her mark on the world as a third-generation stylist of individual expression of creative hair design.
Ellen spent her days in hair school and evenings tending bar with her husband, all while raising two children. She began her career in the hair industry as an apprentice under Baltimore’s very own Chas Kuhn, a virtuoso stylist in downtown Baltimore. Upon receiving her cosmetology license, she worked as a stylist for several years. It wouldn’t be long before she realized that doing hair wasn’t enough; she wanted an opportunity to push the limits and challenge herself further.
Her husband, Jim, was her greatest supporter. He would go on to help her dreams come to fruition by building each of her businesses with his own hands. Many family members took part as well, all contributing to this labor of love.
In 1996, Ellen opened her first salon in Hampden on 36th street; the neighborhood where she grew up. She chose the name Brocatos, as it was her family name. She did so because she wanted to ensure that she would maintain the highest level of quality. In true Italian tradition, your family and the ones you love are the ones least afraid to tell you when you’re wrong - so Brocatos became a family affair, and everyone had a say in their own way. Ellen began as a staff of one, but it wouldn’t be long before four young women looking for work would walk through the door. Intrigued by her unique space, these women became the core of a brand that would develop over the next 25 years. Tracey, the manager of Brocatos in all of its iterations, was one of the four originals and began working with Ellen as a Shampoo tech at the age of 17. Ellen quickly realized Tracey’s potential and encouraged her to help lead the development of the Brocatos’ staff culture and brand.
Five years later, Ellen took a leap of faith and opened her second salon in the American Can Company. Brocatos was among the first tenants at the Can Company and played a major role in the success of the center and renaissance of the entire district. With its avant-garde Wonderland theme, Brocatos quickly became a highlight in Charm City.
Ellen’s third salon moved them one step closer to Boston Street within the same complex. Its theme was simple and chic. Walking through its glass atrium was like entering the world of New York City’s haute couture districts right here in downtown Baltimore. Her sign in white lights became a staple of Boston Street and a place where thousands of people would leave feeling energized and uplifted with a brand-new look. Ellen felt that Brocatos was never hers alone; it was a family. Those that worked there embraced the culture and were encouraged to contribute to its evolution.
As time went on, Ellen became an elected member of the State Board of Cosmetology. She was proud to have the opportunity to give back to the industry that attributed so much to her personal and professional growth. She served on the board for seven years and helped to bring several laws and industry standards to fruition during her tenure.
Brocatos stayed in Canton for twenty years, until Covid played its role in their move to Baltimore County. Ellen’s fourth salon is the biggest and by far most exciting of all. With its combined studio and suites, this innovative collective is something that can only be truly experienced by visiting. “We look forward to many successful and fulfilling years to come and can’t wait to see what the future has in store for us!” -Ellen Trujillo