Husband and wife Alena and Arthur, along with business partner George, decided to do the unthinkable: open an affordable–but still luxe–salon in Soho. The trio, who have been barbers and colorists for more than seven years, were sick of the exuberant salon prices in this faltering economy. “We scouted the area and couldn’t find a place that offered cuts or styling for less than $80,” Alena says. “People are charging $80 for a five-minute man’s haircut, that seems ridiculous to me,” she adds. So the solution was to open their own place. With exposed bricks, black crystal chandeliers and Moroccan curtains, the space is part upscale salon, part homey neighborhood barbershop. Men can stop in for a quick cut ($20) or relax and enjoy a complimentary glass of imported red wine or chilled bottled water with a 45-minute old-fashion Blueprint signature shave ($42), which uses Israeli razors and hot towels to give the closest shave imaginable.