Joe Guerra’s story begins where he was born and raised, on 24th and Shotwell streets in San Francisco’s vibrant Mission District. Growing up in this rich cultural tapestry, Guerra attended Cesar Chavez Elementary and often enjoyed afternoons filled with his Grandma Blanca’s delicious Salvadoran cooking.
Now, Guerra is a beloved figure at The Mission’s Barber Shop, located at 3160 24th Street. Open the door, and the energetic ambiance greets you with lively salsa or hip-hop music, punctuated by Guerra’s singing and dancing between clients. A spirited debate can often be heard over baseball, especially when Dodgers fans are around.
“It’s beautiful, we grew up hanging out here,” Guerra expresses, standing at about 5 feet 6 inches, with a stocky build and long hair he trims himself. “We used to play baseball in the middle of the street on Shotwell.”
It was near this very spot that Guerra discovered his true passion for cutting hair. This moment came in 2007 when his Uncle Abraham, fresh out of prison, asked his 16-year-old nephew for a bowl cut. What began as a simple task soon became a pivotal moment for Guerra.
“That’s the first time I ever grabbed a pair of clippers,” he fondly recalls. “I couldn’t get the line straight; it looked so bad, he went and buzzed it off.”
This initial experience, although comically disastrous, ignited a fire within Guerra to improve his skills. Tragically, his uncle was shot nearby shortly after that first haircut, serving as a wake-up call for Guerra to pursue a different path in life.
“I bought a cheap pair of clippers and started cutting all my boys’ hair,” Guerra shares. “I did it for free, and at most I’d get like a $3 or $4 tip.” Through practice and support from friends, Guerra’s skills improved, allowing him to charge $20 a haircut as a teenager.
Life, however, took a different turn when Guerra had to put his passion on hold to support a young family. He found work in a local warehouse, but his desire to cut hair never waned. In 2011, when the Bay Area Hair Institute opened in South San Francisco, Guerra seized the opportunity to enroll, graduating in 2012. The following year, he joined a barbershop at 24th and Potrero streets.
Initially, Guerra felt intimidated working alongside seasoned barbers, but he turned every haircut into an opportunity to learn and grow. “You want to treat every cut like it’s your first one,” he advises. “You want to impress your client every single time.”
Guerra believes that excellent work translates to a loyal clientele, remarking, “Every client that walks out is a walking billboard.” His dedication to his craft has not only kept him in business but also helped him mentor younger barbers at his shop.
“They come in for work, and I love giving them a hard time,” he smiles, jokingly acknowledging their efforts to sweep hair from his station. “Thank you, I really appreciate that,” he expresses gratitude to one young barber who assists him.
In helping others, Guerra emphasizes patience and the importance of self-promotion, especially in our social media-driven world. Unlike his earlier days when he would hand out business cards on the streets, now his 18-year-old daughter, a soon-to-be college student at San Francisco State University, manages his social media presence.
“I would literally walk down from 24th and Potrero to 24th and Mission and hand out cards,” Guerra reminisces about his grassroots marketing days.
By 2018, Guerra felt ready to take a leap of faith and open his own shop. Through diligent research online regarding licensing and regulations, he navigated the city’s bureaucracy without issues.
Continuous support from his family has been a cornerstone of his success. His wife, Estefani Guerra, and their two children, aged 18 and 11, are his strongest supporters.
The biggest challenge Guerra faced, however, came during the COVID-19 pandemic when all barber shops were forced to close their doors. His mother’s advice from childhood echoed in his mind: “You’re gonna have rainy days, so you have to have some money in your pocket.” This wisdom allowed him to survive the difficult period.
For those considering opening a barbershop, Guerra recommends forming a limited liability company to safeguard personal assets against potential legal issues. While it may incur higher initial costs, he believes it’s worth the investment to save money in the long run.
Pricing haircuts is a hot topic on social media, with consumers voicing their frustrations over increasing costs. Guerra has set his prices at $50, offering discounts for seniors and children under 12, as he believes in retaining repeat customers over merely raising prices.
“I don’t really think $100 is fair,” he states candidly. Although he has lost some clients who couldn’t afford his prices, Guerra maintains that he must make decisions that are in the best interest of his barbershop. Many of his regular customers grew up in the Mission, engaging in warm, nostalgic conversations about local history.
Currently, Guerra rents out four booths at his shop, employing a team that includes his longtime friend Sam and his nephew Oscar. Since its opening in 2018, The Mission’s Barbershop has hosted an annual Christmas gift giveaway, successfully drawing approximately 1,000 attendees last year for gifts and food.
“If God allows me,” Guerra concludes, “I just want to do what I love, and that’s cutting hair.”
image source from：https://missionlocal.org/2025/06/sf-barber-found-his-calling-after-a-tragic-event-on-the-mission-district-block-he-grew-up-on/
