Stepping into True Believers Barber Shop is like entering shop owner James Shields’ head, home, and heart.
Shields surrounds himself with what he holds dear: from his best-friend barbers to his cherished art and antique collections. His customers travel from as far as an hour away not just for a haircut but because of how they feel after a visit.
With an abundance of positive energy and inspiration, Shields has turned a simple service into a memorable experience.
The first clue that True Believers is anything but ordinary is the life-sized plaster molds of monster heads that line the storefront window.
The heads are reproductions of monsters from Shields’ favorite movies, which are often playing on the shop’s television screens. Shields commissioned the museum-quality pieces to show his and his barbers’ respect for classics.
The crown jewels in True Believers are four barber chairs from the late 1800s and early 1900s, crafted from hard oak, porcelain and iron. “If our chairs could only talk,” Shields said, “we could unlock all the secrets of our shop and shops of yesteryear.”
To Shields, the chairs are a way to connect his present-day shop to the old-school art of barbering he believes in.
While the chairs are centerpieces, the entire shop bursts with eye candy that reveals the barbers’ passions.
The stand-up bass with barber red, white, and blue ribs (sides) speaks to their love of music.
Framed tattoo flashes — designs that inspire tattooists and their clients--adorn the walls. The walls are not all that is decorated: the barbers are, too.
“Tattoos are a firm way of expressing who you are through your skin,” Shields said. “They are my way of telling my story.”
After wearing a façade at past jobs, Shields now embraces fully expressing himself.
The “embracing” extends to customers. Clients are greeted with a warm smile and a firm handshake, and visitors of legal age are offered a libation. Shields describes True Believers as “a local haven where all walks of life, regardless of gender, sexual orientation, skin color, tattoos, or beliefs, can come together and get groomed. Everyone is welcome to find sanctuary here.”
Shields followed his instincts by choosing to mix business and friendship. He hired his best buddies: Credence, Mickey and Nick. They work like finely tuned performers, blending their voices to create a warm, welcoming vibe at the shop. “This lifestyle is all we know and love,” Shields said. “To call us blessed is an understatement.”
When True Believers (19 W. Bridge St. in New Hope) opened two years ago, Shields brought 100% of his clientele with him. Customer Collin Wood notes: “James is a kind soul. He and his team create genuine relationships. The best thing about the shop is the sense of acceptance.”
Rob Snyder remembers when the power went out while he and his son were getting cuts.
“James finished my son’s cut with minimal light but maximum banter, and as always, a great cut.”
True Believers is a predominantly appointment-based shop that offers classic haircuts, traditional straight-razor shaves, and beard trims. A shave is such a relaxing and aromatic experience that customers frequently nod off to whiffs of hot lather shaving cream, clean cotton or whiskey woods talcum powder.
The pleasant hum of conversation blends with background music ranging from 1980s rock such as The Cult and the Clash to jazz legend Fats Waller. Sometimes there is punk and sometimes country.
The spirit of Shields’ shop is captured in the lyrics of the song True Believers by The Bouncing Souls “We live our lives in our own way/Never really listened to what they say/The kind of faith/That doesn’t fade away/We are the True Believers.”
Shields said: “That wraps everything up in a nutshell: what I do, what I like, the reason I love what I love, and why I wanted the shop to be ‘True Believers.’”
Shields eagerly spreads his gospel: “I’m a firm believer in being yourself; in not sacrificing your integrity, individuality and identity for anything or anyone.”
He has turned an old-school barber shop haircut into a joyful experience. Shields’ parents were his first “true believers.” But the magic of True Believers Barber Shop might be Shields’ ability to inspire customers to become the true believer that he is.
Beth Zarret shares stories about the people and places in her beloved towns of New Hope and Lambertville. @bethzarret
Join our readers whose generous donations are making it possible for you to read our news coverage. Help keep local journalism alive and our community strong. Donate today.
