Ernest Barber owner and founder. Daniel Crisler is a Master Barber, a life-long resident of downtown Florence, an Eagle Scout, and a UNA graduate. While attending barber school in NYC in 2016, Daniel worked at Cotter Barber in Brooklyn. There he learned from some of the best in the business and developing the highest standard of excellence and service exhibited here at Ernest. He is also a 20+ year veteran of the Shoals music scene and has a heart to see the area grow in diversity, inclusivity, and artistic opportunity.

Daniel named the shop after his grandfather—the late Dr. Ernest West of Hackleburg, AL—to honor his legacy of community service and care for others.

Marco Ruiz is a Master Barber and a Shoals native with an affinity for fun, fitness, photography, and downtown living. In 2017, he received the same barber school training as Daniel in NYC, while earning his stripes working in the renowned Fellow Barber locations of Manhattan and Brooklyn. When you book with Marco, you can rest assured you will know exactly what you’re going to get as he expertly explains every move he makes before taking clippers to your hair. From fades to flows, Marco is your barber.

Originally from Iuka, MS, Seth Crocker is a Master Barber who found his home and bride here in Florence while attending UNA. After deciding to pursue barbering, he attended Drake State and landed an apprenticeship with Master Barber Cody Ratz in 2018. Fly fishing, off-roading, and photography are often topics of conversation in Seth’s chair. His magnetic positivity and attention to detail are his trademarks. Seth has made it his mission to be as versatile as possible in order to deliver the best barber service you’ll ever encounter.