About Deena

I’m Deena Von Yokes, founder of Von Savvy Ascend, owner of Studio Savvy Salon, author of Lipstick, Grace & Grit, and a woman who believes reinvention is not only possible after 50, it can be powerful, beautiful, playful, and deeply meaningful.

For over four decades, I have helped women feel confident through hair, beauty, fashion, and personal style. But my work has never been just about the outside. I believe how we present ourselves can become a doorway back to our confidence, our courage, and the woman we may have forgotten along the way.

Von Savvy Ascend was created for women who are ready for their next chapter. Women who have raised families, built businesses, survived hard seasons, walked through divorce, loss, change, health challenges, or identity shifts, and are asking, “Now what?”

My answer is simple.

You are not done. You are becoming.

Through beauty, fashion, travel, storytelling, and real-life wisdom, I help women reconnect with who they are, how they want to show up, and what they want this next season of life to feel like.

Meet Deena

For more than 45 years, women have sat in my salon chair believing they came for beautiful hair.

What they were really searching for was themselves.

Some were celebrating new beginnings. Others were navigating divorce, breast cancer, empty nests, career changes, loss, or simply wondering where the woman they used to be had gone.

Some laughed.
Some cried.
Some needed permission to dream again.

Over thousands of conversations, I realized something that forever changed the way I viewed beauty.

Women rarely come in asking for a new hairstyle.

They’re asking for permission to become her again.

My own life has been filled with chapters I never expected.

I’ve survived a devastating boating accident that changed my life forever. I've rebuilt after divorce. I’ve raised my children as a single mother. I’ve battled breast cancer, endured multiple surgeries, rebuilt businesses during difficult seasons, and discovered that some of life's greatest lessons are learned when everything familiar falls apart.

None of those experiences define me.

They refined me.

Through every season, I discovered that reinvention isn’t about becoming someone new.

It’s about remembering who you’ve always been.

That belief became the foundation of Von Savvy Ascend.

Today my mission reaches far beyond the salon.

I help women rediscover their confidence through beauty, fashion, travel, mindset, and meaningful connection because I know firsthand that sometimes changing something on the outside gives us the courage to heal what’s happening on the inside.

I believe beauty isn’t vanity.

Fashion is self-expression.

Travel expands the soul.

Friendship heals.

Movement creates emotion.

Confidence is built one courageous decision at a time.

And your story is’t over simply because you’ve reached a certain age.

In fact, I believe your wisdom years can become your most extraordinary years.

Whether you’ve spent decades raising children, building a career, caring for everyone else, or simply putting your own dreams on hold, I want you to know something.

You are not behind.

You are not too old.

You are not too late.

You are becoming.

Through my book, Lipstick, Grace & Grit, my courses, speaking, retreats, travel experiences, fashion, beauty education, and the Von Savvy community, my purpose is to help women stop merely surviving and start living again.

To laugh more.

To wear the lipstick.

To book the trip.

To embrace their style.

To protect their peace.

To create meaningful friendships.

To step into every room knowing they belong there.

If you’re ready to stop waiting for someday...

If you’re ready to rediscover your spark...

If you’re ready to write the most joyful, confident, adventurous chapter of your life...

Welcome home.

I'm so glad you’re here.

Let’s become her together.

“You are not invisible. You are not irrelevant. You are not too old, too tired, or too late. You are standing at the beginning of the most powerful chapter of your life — and I am here to walk through it with you.”

— Deena Von Yokes, Founder of Von Savvy Ascend