The best beards in the business

BY PAULY SUBA 
Journal Staff

In Guam, a growing number of business leaders, from the first gentleman to senators to CEOs and consultants, are embracing beards as part of their professional image. We spoke with these professionals, spanning various industries, who view facial hair as a symbol of confidence and individuality, integrating it seamlessly into their personal brands while challenging traditional norms of corporate appearance.

Jeffrey A. Cook, vice president, Cunliffe & Cook
First gentleman of Guam, aka first dude Jeffrey A. Cook, fondly known as the "First Dude" of Guam, has a beard that tells a story as vibrant as his life. Married to Gov. Lourdes A. Leon Guerrero, Cook’s beard has become an iconic part of his persona and professional image.

Growing up in the 1960s, Cook found that a beard suited his lifestyle perfectly. "My first beard was a goatee in college, 1966 to1970. I then just had a mustache from 1970 to1973."
The suggestion to grow a full beard came from someone very close to him, his wife, Lou.  “Since I liked having a beard, I took her suggestion and have had a beard from 1973 to the present. And other than getting gray, it has always been the same style as it is today," he said.

Cook’s beard has been a constant throughout his varied career, and he said he believes it has not negatively impacted his professional image. One memorable encounter highlighted his commitment to his look. "When I first came to Guam, I worked for Presiding Judge Paul Abbate. I was told before I met him that I should shave off my beard. I did not," Cook said. The judge's reaction was brief but memorable. "When I walked into his chamber for the first time, he said, ‘What is that?’ pointing at my face. I said, ‘A beard.’ Nothing more was ever said about it."

For Cook, his beard is more than just facial hair — it’s a part of who he is. "I have had this beard for 51 years. It is me. I think if I shaved it off, my children would not even recognize me," he said.
His beard is not just a personal choice; it’s a symbol of his life’s adventures and his steadfast approach. "In some ways I guess I want my beard to convey I am still the free spirit I was in the ‘60s, just grayer," Cook said.
 




Jeffrey B. Jones, president and chief operating officer of Triple J Enterprises Inc.

Jeffrey B. Jones, a seasoned business professional, found an unexpected source of comfort and practicality in an unlikely place — his beard. Initially, his decision to grow facial hair stemmed from a simple aversion to a daily chore. "The main reason I grew a beard is because I didn't like shaving," he said. "I got tired of shaving every day, so I was like, well, I'll give this a shot."

What started as a personal preference soon evolved into a defining feature of his professional image. Jones acknowledged that beards might have once been seen as less businesslike. "I think, traditionally it's probably less businesslike," he said. However, he has observed a shift in corporate culture over the years. "It seems more frequent now [to] see men with beards in business positions and executive positions, so I think it's pretty well accepted now, but I think in the earlier days it probably wasn't as common."

Jones's beard has become a long-term commitment. "I haven't shaved my beard off in probably 15 years," he said. He does occasionally trim it to a goatee and grows it longer in the winter for practical reasons. "I grow it longer in the winter because I like to go snow skiing and it adds extra protection," he said.

When Jones shaved off his beard, it caused quite a stir in his household. "Last time I shaved it all off, my kids thought I was my brother," he said. "They were like, Dad, you look like Uncle Jay. But my wife [Jane Jones] said shave it off, and so I shaved it off.” After that, she said, … how long does it take to grow back?"

Despite the occasional clean shave, Jones has settled into a style that suits him. "The current style that I have — I think it's just practical. It's less to shave," he said. Maintaining a goatee proved to be more cumbersome than a full beard. "With a goatee, you have to do a lot of trimming and stuff. It became more work than shaving."

Ultimately, Jones's beard is a matter of personal comfort and family acceptance. "It's comfortable to me. Some people say they itch; mine never really itched," he said. His family has grown accustomed to his bearded look. "Of course, my kids grew up with it, so that's the only thing they've ever really seen."

Jeffrey Pleadwell, general manager and CEO, Jeff’s Pirates Cove Incorporated

Jeffrey Pleadwell, the charismatic general manager and CEO of Jeff’s Pirates Cove Inc., has a unique approach to personal branding; he channels his inner pirate.

Pleadwell’s decision to grow his distinctive facial hair was a blend of natural ability and a strategic nod to the history of his business. "I just have this good beard growing ability," Pleadwell said. "As my hair turned gray and I had owned Pirate's Cove 20 years already, I decided that I would assume my pirate, Ernest Hemingway type beard look."

The iconic Jeff’s Pirates Cove has been an insland institution since 1953, but Pleadwell’s ownership began in 1979. After two decades at the helm, he said it was time to embody the spirit of the place. "I decided that I had earned my stripes and I started looking more pirate-like and grew the beard," he said.

Pleadwell’s beard has become so synonymous with his persona that any deviation is met with surprise and concern. "Yeah, I shaved it all off, but people began to be concerned with my health, so I had to grow it back," he said.
His distinctive look isn’t just a personal preference; it’s integral to his business’s identity. "If I cut it off nobody would recognize me. I've done it," Pleadwell admitted. His commitment to the pirate persona is a key part of the attraction at Jeff’s Pirates Cove.

His look has not only reinforced his brand but also become a beloved aspect of the establishment's charm "For me, I make my living and my way on being the pirate that everybody wants to see, so I try my best to live up to their expectations," he said.





Dwayne T.D. San Nicolas, senator of the 37th Guam Legislature, founder of J. Goodman and Co.

Dwayne T.D. San Nicolas, a freshman senator, U.S. veteran, and businessman, found his unique path to growing a beard through necessity and personal branding. His decision to cultivate facial hair has significantly impacted his life and professional image.

"At first, I grew a beard to prevent ingrown hair," he said. “I got a doctor's note for it because a beard was prohibited by the Guam Army National Guard and the Guam Customs & Quarantine Agency at the time." With 23 years of service in the Guam CQA, his beard has become more than just a grooming choice — it has become a defining part of his identity. "My beard today has changed my life."

San Nicolas has been growing his beard for over 14 years, experimenting with various styles along the way. "The different styles could alter first impressions due to stereotypes. A goatee made me look meaner and more aggressive. My beard today — the Santa beard — has changed my life. I can walk into a room and all the children in the room will be so captivated by it. The beard allowed me to be Santa all year long and I love it. There is nothing like the feeling of making people happy by just being you."

The transformation to his current style occurred in December 2017, when he bleached his hair for a full-on Santa effect while appearing as Santa at the Navy Exchange. "I asked my kids if I should go back to my original color after Christmas, and they said, ‘No Dad! Your beard is cool, leave it like that!’" The response from his children inspired him to keep the look.

This change was not just cosmetic. It also led to the founding of his solar light company, J. Goodman — a homage to his Santa persona. "I actually started my company based on wanting to be Santa all year round. J. Goodman stands for Jolly Goodman. I was describing Santa Claus. The beard changed my life. It allowed me to be who I am inside, being a symbol of happiness, kindness, and joy. That has opened doors for me that I had never expected."

Jay R. Shedd, vice president for business development, Pacific Data Systems

Jay Shedd, vice president for business development at Pacific Data Systems, has navigated the evolving norms of facial hair in the business world with a blend of style and practicality. His journey with facial hair began in an era when it was considered anything but professional.

Shedd said, "When I started in business, I was clean shaven. Then in the mid-80s, longer hair and facial hair came into fashion. Magnum P.I. star Tom Selleck sported a mustache that we all wanted to emulate. That’s when I started to grow a mustache, and I had one for years.

"I started growing the mustache in 1984. I had it until 2004 and went clean shaven off and on for 14 years," he said. Today, he sports a short mustache and goatee, a look that has become a signature part of his image. “I sometimes think about growing it out longer, even trying a full beard but just like with long hair, it takes some time to get through that stage where it just doesn’t look right. I always lose my patience and shave it."

The practical aspects of maintaining facial hair also play a significant role in Shedd's decision to keep it. "The process of shaving daily isn’t enjoyable, and I have been told that I look completely different without facial hair. These two reasons are why I have kept the look," he said. Additionally, the mustache-goatee combination offers a subtle aesthetic benefit. "The mustache-goatee also helps to make my face look a bit longer (not so round) and I prefer that."

For Shedd, there’s no deeper message behind his facial hair; it’s simply become a part of his daily routine. "I don’t think there is a message I’m trying to convey...it is just normal for me now," he said. "I wish it wasn’t so gray though."

Edward Suarez, professional emcee and radio personality with Power 98

For Edward Suarez, a professional emcee and radio personality with Glimpses Media’s Power 98 radio station, growing a beard was more than just a personal goal; it became a key element of his professional brand.

"I always thought beards were intriguing, and I swore to myself at a young age that I would grow one of my own as an adult," he said. His decision to grow a beard was not just about personal preference but also about creating a memorable and consistent image for his audience. "My business is my personal brand, and a lot of how I look contributes to my image. I’m a professional emcee and radio personality on Power 98, and maintaining a consistent look with my beard along with my hair has helped audience members, guests at events, listeners, and even potential clients and partners find me out of a crowd."

Suarez has been sporting his current look, a trimmed-down beard that fades into his hair, for about three years. "I like to keep a clean look with my beard," he said. "I experimented with different styles over the course of the recent pandemic, and my look now is what I decided to maintain and keep consistent."

The choice of facial hair style is also influenced by his natural hair. "I choose this particular style of facial hair because of the way my face is shaped and what kind of hair I have on my head. I have natural curls that do their own thing and having a short, clean beard keeps everything a bit balanced," Suarez said.

For Suarez, his beard is more than just a fashion statement; it's a symbol of confidence. "I intend to convey a message of confidence with my overall look. I think a lot about the way I speak, how I walk, and what kind of image I am putting out there," he said. 
 

Michael Lujan Bevacqua, Guam Museum curator, author, translator, and co-owner of The Guam Bus

Michael Lujan Bevacqua offers a colorful perspective on his journey with facial hair. Growing a beard was initially a way for him to appear more mature among his peers. “I started growing facial hair earlier and in more fuller ways than a lot of my friends and relatives, and so I thought that it was a way to make me look more mature or distinguished,” Bevacqua said.

He recalls teasing other CHamoru men who struggled with patchy facial hair, often getting teased in return. Bevacqua said, “Since I was half-white, my beard came from my white side, and it was a colonizer beard.” Embracing the political dimensions of facial hair in Guam, Bevacqua enjoys camaraderie with fellow bearded island men, jokingly suggesting they gather to discuss beard maintenance over tuba.

Over time, his beard grew longer and less managed due to his busy schedule. Bevacqua’s grandfather, reflecting pre-World War II Guam norms, initially disapproved, saying only priests or old men had the right to grow beards. But as Bevacqua accomplished more, his beard became a symbol of his growing stature in the community. Bevacqua said, “On some level, I also like to think it is because I am worthy of it.” Although, he said someone a few years ago shared a meme on WhatsApp of two pictures of him. One when his beard was short and trim, and one where his beard was big and bushy, and the caption they put was, “I don’t know which got bigger, the beard or the ego?” mbj