Kelly’s Story:
Kelly Gorsuch is an American businessman and tinkerer. Growing up in Warrenton, Virginia, Kelly leaned on his imagination and willingness to work. Somewhere between paving driveways and playing football, the hair industry emerged as the obvious next step after high school.
Since then, Kelly has opened several businesses in Washington, D.C. and Richmond, VA, including salons, barbershops, construction, and real estate companies. He even owned a restaurant for an exhilarating sixty seven days, but is best known for his work in the hair industry with Immortal Beloved and Barber of Hell’s Bottom. Kelly has a passion for building unique businesses. At work and at home, Kelly dabbles, all of the time, in all of the things: interior design, furniture, ceramics, painting, sculpture, leather working, lighting, and just about anything that he is able to make with his hands.
“My objective is simple. I’m on a mission to make just about everything we use around the house. I also want to build fun, interesting brands that add value to the community and give my work family a reason to feel proud. These businesses have to reflect my personal taste in terms of design and exemplify an old world approach to service. Meaning, we take care of the guest like they’re a cherished member of our own family.”
Kelly lives in Richmond, VA, with his wife Judith and son Sinclair.
We define each of our businesses as elevated. Meaning: We offer the highest skills we can obtain and work with the guest to give them the best possible product that suits them and we do that while offering the best customer experience we can because we think it is the be benefit we can offer our local community.
Our Family
Immortal Beloved
Est. 2003
Gorsuch Holdings Properties
Est. 2016
Barber of Hell’s Bottom
Est. 2013
Ninebark Properties
Est. 2021
Jobs
We are always on the lookout for good people. Everything else can be trained.
Book Kelly
Interested in a talk at a school or salon, cutting class, business coaching, or setting up a training program. All classes and correspondence are Gratis. This is how our company gives back to the trades and people that have been so kind to us.
OUR HISTORY
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![salon sign logo]()
Urban Style Lab
Est. 2003 - 2009
DuPont Circle, Washington DC
When Kelly was only 24, he and two partners opened their first salon: Urban Style Lab in D.C.’s Dupont Circle area. Through six years of grit, refinement, and client obsession, it grew into one of the top modern salons in the city. Kelly credits that high-stakes early chapter with sharpening the operational edge and mindset that defined everything he built afterward.
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![Interior of a hair salon with styling stations, chairs, rectangular mirrors, and a large potted plant in the center; white brick walls and an industrial ceiling with skylights.]()
Immortal Beloved Church St.
Est. 2009 -2013
Shaw, Washington DC
After building Urban Style Lab, Kelly decided to strike out on his first independent venture: Immortal Beloved. He targeted an up-and-coming D.C. neighborhood for a bold, top-tier salon. Starting with a small garage, he and his friend, Caleb Woodard,—a renowned furniture maker—rolled up their sleeves to design and build an innovative space: 15 cutting chairs, 8 color chairs, mirrors hanging from the ceiling, a tree growing out of a bathtub, and innovative salon processes.
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![Barber gives a haircut to a man in a barbershop with customers seated in chairs.]()
Barber of Hell's Bottom 9th St.
Est. 2013
Shaw, Washington DC
Hell’s Bottom was born to ease the boom at Immortal Beloved—chairs overflowing, demand exploding. A few stylists specialized in men’s cuts, sparking the idea: a modern men’s grooming spot blending women’s scissor techniques with classic clipper-and-razor barbering. Sprinkle in a heap of hospitality, and a nine-chair barbershop legend was forged.
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![Hair stylists working in a busy salon, with clients in chairs and hairdressing tools on a table, and multiple people standing and working in the background.]()
Immortal Beloved 14th St.
Est. 2013 - 2020
Shaw, Washington DC
When Immortal Beloved couldn’t lock in a long-term lease on Church Street, we pivoted hard: opened a massive new flagship on 14th Street. Fresh off Hell’s Bottom’s launch, we went big—carving out a 24-chair cutting floor, 18 color stations, and a six-chair basement training academy. This beast became the DC hair scene’s leader, earning serious national buzz and setting the standard for the industry.
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![People getting haircuts in a barbershop, with customers seated in barber chairs and barbers working, reflected in mirrors on a grey wall, with plants and salon supplies in the foreground and background.]()
Hell's Bottom 14th St.
Est. 2015 -2020
Shaw, Washington DC
As Hell’s Bottom exploded in popularity, a sharp-eyed client dropped the perfect suggestion: turn the basement training academy into an underground barbershop. We were stunned we hadn’t thought of it ourselves. Boom—location #2 was born. A gritty, six-chair, no-windows hideout: exciting, bold, and unapologetically masculine.
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![Interior of a modern hair salon with salon chairs, a large window, and a leather couch, featuring brick walls and decorative lighting.]()
Minx & Maven
Est. 2015 - 2016
Shaw, Washington DC
It was a whirlwind year for Gorsuch Holdings. Kelly teamed up with trusted former colleagues to launch a sleek, 5-chair women’s salon—back on Church Street, in another small garage space. Intimate, focused, and full of intention: a perfect counterpoint to the bigger beasts, proving the power of niche and nimble.
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![Exterior view of a light green brick building with black and white signage that reads 'Nesbit' at the entrance, with several windows and some small plants or bushes in front.]()
Gorsuch Properties
Est. 2015
Kelly Gorsuch has preached it to every business owner who’d listen: in retail, the only ones truly getting rich are the landlords. Time to flip the script. Gorsuch Holdings makes its first building purchase—a strategic acquisition in Richmond, VA, primed for a future project.
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![Interior of a store or salon with wooden shelves displaying various beauty or hair products, a stool, and people walking and sitting in the background.]()
Cavalry Salon
Est. 2016 - 2017
DuPont, Washington DC
The opportunity to repurchase his first salon, Urban Style Lab, presented itself unexpectedly. Spite purchase? Possibly. Sound business decision? Undeniably. It created the perfect opening to merge Urban Style Lab with Minx & Maven—resulting in a vibrant 18-chair salon back in Dupont Circle. Old foundations, renewed momentum, significantly expanded presence for the brand.
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![Wooden structure under construction with a garden and trees in the background.]()
Holcomb Build & Pave
Est. 2016 - 2020
Middleburg, VA
Amid nonstop growth and build-outs, the next logical leap was launching a construction company. Paving driveways and home renovations became the core focus—but Gorsuch Holdings pulled most of the energy, channeling that expertise back into salon expansions, real estate, and commercial projects.
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![Barbershop interior with multiple barbers cutting customers' hair, brick walls, and a mounted animal head on the wall.]()
Hell's Bottom Church St.
Est. 2016 - 2020
Shaw, Washington DC
With Cavalry’s launch leaving a vacant space, Kelly transformed it into a shadowy, 3-chair barbershop. Black walls, taxidermy dangling overhead, raw garage bones that would have suited a luxury sports car—now repurposed for elite grooming. Dark, mysterious, unapologetic: another niche beast born from necessity.
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![A restaurant kitchen with chefs preparing food, a woman taking a photo with her phone, and a wooden table with a roasted meat dish, glasses of wine, and small plates.]()
The Shaw Bijou
Est. 2016 - 2017
Ever wonder what it’s like to own America’s most anticipated restaurant, hyped by Bon Appétit magazine? Kelly does. In 2016, he dove into fine dining with The Shaw Bijou—a groundbreaking spot boasting one of the most ambitious cocktail programs in the country. After a thrilling 67 days, the fun came to an end. Brutal lesson in why the food industry chews up even the most earnest attempts. No regrets: we accept the lessons, we thank the people we met along the way, we keep moving.
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![A stylish hair salon with black salon chairs, round tables with potted plants, and mirrors along the wall. There is a brown leather tufted sofa in the foreground, and a gray wall with artwork. The salon has modern lighting and a polished concrete floor.]()
Immortal Beloved RVA
Est. 2017
Less than a month after Shaw Bijou shuttered, the team toasted a major win: the first salon outside D.C.—Immortal Beloved RVA. A massive space built for 24 cutting stations and 16 color chairs in Richmond. Entering a new city with this scale? Long, tough road ahead. But we’re all in. Owning the building means total freedom to play: custom design, and the ability to test ideas and concepts.
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![Empty barber shop with four vintage-style barber chairs and a mural of an elderly man's face on the wall.]()
Barber of Hell's Bottom RVA
Est. 2017
Even as the salon took priority, Kelly had also quietly relocated one of his top barbers to Richmond to start training for a future Hell’s Bottom. Later that year, the barbershop opened—now the fourth in the lineup, and the first beyond D.C.. Elevated barbering or nothing: training the next wave, building in new territory - it’s going to be a ride!
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![An aerial black and white photo of a residential neighborhood showing several houses with tiled roofs, a curved street, trees, and driveways.]()
Ninebark Properties
Est. 2020
After years of regrouping from our first business loss, the COVID response hit like a freight train. High-rent D.C. locations—successful but unsustainable—were sacrificed to shield the properties that we owned. During this time Kelly pivoted hard: partnered with a trusted friend and charged into residential real estate, meanwhile Gorsuch Properties simultaneously acquired another commercial space. We consider this the darkest hour for Gorsuch Holdings, no question. However, we adapt to the conditions and push on.
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![Barber shop with a barber cutting a young man's hair and another barber preparing to cut hair in the background, inside a cozy lounge with vintage wallpaper, wooden furniture, and large windows.]()
Hell's Bottom RVA Upstairs
Est. 2026
After taking a moment to regroup and lick our wounds we are ready to get back at it. Our newest project sees us adding 5-more chairs on the floor above the Hell’s Bottom RVA shop. Remember owning the building means freedom to experiment? We figure we hit the ground running with this latest iteration—expanded, elevated, dripping with pattern and character— this is the stuff of legends. We stay humble, heads down and ready to work.
Headquartered in Richmond, VA
“No man steps in the same river twice.”
2311 W Main Street Richmond Va