Sarina Paulson is a transformational business leader and owner of Willo, a collection of Aveda Salons in Sacramento, CA, known for exceptional service and a vibrant employee culture. Taking over three underperforming locations just before the pandemic, she revitalized the brand through operational efficiencies, staff development, and a customer-first approach, driving growth, loyalty, and retention.

With 12 years at JCPenney, including roles as Director of Operations for 949 styling salons and Corporate Director of a $100M division, Sarina gained deep expertise in team development and strategic turnarounds. She now shares her insights as a Purefessor for Aveda Business College, helping salon owners nationwide build thriving businesses rooted in strategy, culture, and service.

A Sacramento native and Sacramento State alum, Sarina is President of the Board for Impact100 Greater Sacramento, championing women in philanthropy. A proud wife and mother, she leads with integrity, heart, and a people-first philosophy that fuels Willo’s success.

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