A Vision Sketched on a Napkin The story of Amoré didn’t begin in a boardroom; it began in 1994 with a stack of magazines, a vision board, and a dream. After seventeen years of waiting tables, Tracy traded her apron for shears, falling in love with the artistry of the hair industry while still in beauty school. By 2007, she was ready to build a sanctuary of her own. Without the means for an architect, Tracy sketched the building plans for her future salon on a napkin—a blueprint for a dream that would soon become a Kalispell landmark.

Built with Love (and Grit) Amoré was hand-built by family. Tracy and Devon acted as their own general contractors, working their day jobs and spending their nights doing finish work, landscaping, and even sleeping on the studio floors to stay on schedule. With the help of close friends and family, they turned a tight budget into a miracle.

Tracy’s father and Devon built the shelving and her son Zak crafted the shutters; Devon laid the Italian stone tile and installed the iron fencing repurposed from a local estate.

The family legacy extended to every detail, including the very first brushstrokes of our identity. Tracy’s daughter, Alicia, worked alongside their close friend Steve to hand-paint the original Amoré Salon & Spa sign—a true labor of art that welcomed our very first guests. Beyond the creative, Alicia was the steady hand behind the scenes, navigating the mountain of paperwork and logistics required to bring a dream of this scale to life. Every handcrafted shutter to the very last sealed stone held the collective love of those closest to us. We officially opened our doors on February 14, 2008. It was more than just Valentine’s Day; it was also Tracy’s birthday, and the fulfillment of a lifelong dream. The opening remains one of her most sacred memories—a day of celebration shared with her father, her biggest fan, before his passing later that year.

The Evolution of a Sanctuary For fourteen years, Amoré thrived as a grand, "Old World Italian" salon and spa, hummed with the energy of 23 service providers. But Tracy’s vision was always evolving. In 2010, she fell in love with a charming, "boxy" building in historic downtown Kalispell. Though she didn't know it then, this would become the future of the brand. Tracy and Devon eventually took a sledgehammer to the dated walls themselves, revealing a hidden, boutique charm.

When the world changed in 2020, Tracy realized it was time to downsize the space but never the passion. We transitioned from our traditional "Amoré Red" to a sophisticated, artsy black-and-white aesthetic, merging our history into our current boutique home.