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ULTSHOP-Shoptalk 4-11-06 Good Night's Sleep By Kandace Power Graves Europa-brand mattresses, available at Just Mattresses, feature pocketed coils and lots of comfortable padding. Proper rest is a necessity of life, and few items are more crucial to that end than a comfortable mattress. To help cut through the confusion of buying one, Wes Favaloro and partner Jason Pelloat opened Just Mattresses (3001 Clearview Pkwy., Metairie, 887-2034) to present customers their top picks of mattresses at different price points in a showroom uncluttered by distractions and sales pitches found in other furniture stores.

Favaloro, who previously worked in Atlanta for Simmons, a national company that supplies mattresses to thousands of stores across the country, says he developed his shop's concept based on the good and bad things he observed at stores he visited as a national account rep for Simmons. "I saw different sleep shops and what can be done better. I saw the challenges of shopping for mattresses in different business models throughout the United States and chose a model that is appealing to customers."

That model includes an uncluttered showroom with a relaxed atmosphere. Just Mattresses also cuts down on the stress of shopping for a mattress by focusing only on that item and limiting the number of different models it offers, including Simmons, Comfor-Pedic and Europa. It also keeps a stock of mattresses upstairs so it can offer same-day delivery.

"I carry half the models that other mattress stores carry to eliminate confusion among the customers," says Favaloro. "We have the best selection at various price points.

"People spend one-third of their life on their mattress; it's a very important purchase. We know our products and we know what is right for you. We do have the lowest prices in town. Our everyday prices are lower than [other stores'] sale prices." Slight Diversion Salon Diversions has moved into a new space at 838 Royal St. (299-0040), just down the block from its previous address. Owner Bianca Schouest says the new place is larger and will allow her to add spa services including waxing, facials, manicures and pedicures. It also is a more modern design, which she says gives customers a clearer visual clue into the shop's fashion-forward hair-design aesthetics. The full-service Aveda-concept salon offers haircuts, color, Japanese thermal relaxers, makeup applications and hair extensions.

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