Meet our founder.

Hi! I'm Liza Pabon, owner of Stratagem, and I must say I'm SO proud of my boutique Aveda salon and Photography studio!


Resilience and sheer determination are two words that come to mind when I think of my journey. You can look at life’s adversities and chose to make excuses or use them as building blocks to help you achieve the undreamable.


After working as a freelance graphic designer, local model, and actress, I identified an opportunity to use my skills in front of the camera and behind the screen to finally unleash my entrepreneurial spirit after leaving my last employer; making the shift to opening Stratagem with a local photographer and friend Luis Perez.


In launching the company, I remained humble and laser-focused on growing our new endeavor and starting our journey of growth and self-discovery. My focus and commitment are to deliver the best customer service experience and build strong relationships that will continue to grow Stratagem.


Today, Stratagem has grown into a holistic, ayurvedic Aveda salon and photography studio with an emphasis on connecting you to your most authentic self. In the upcoming years, my vision is to grow Stratagem into a company with many lines of business, giving people everywhere the opportunity to experience products services and treatments that allow you to feel, represent and act like the best you possible.


Read Liza's "Open Letter to Women" for the Rochester Woman Online magazine feature here.


The Stratagem commitment is to put our customers first by providing excellent service and great experiences. This is what we do and this is why we exist. By focusing on our customers and being responsible members of our communities, create meaningful work for ourselves and provide something of lasting value for society. As a result, we hope to be recognized as a great company.

In order to keep this commitment, we will always honor our core values:


Integrity is at the heart of everything we do. We are honest, ethical and upfront because trust is at the foundation of our relationships with our customers, our communities and each other.


We know it is critical that we respect everyone at every level of our business. We value diversity, embrace individuality and listen carefully when others speak.


We hold ourselves to a very high standard of performance. We prize innovative ideas and the teamwork it takes to make them realities. We never stop asking ourselves how we can make the customer experience better, and every day we find an answer.


We take responsibility for our actions as individuals, as team members, and as an organization. We work together, support one another and never let the customer — or our coworkers — down. Great companies are judged by what they do, not by what they say. To be the best, we’re going to keep pushing ourselves in new and exciting directions. These values will guide our every action.


Mahatma Gandhi was one of the most extraordinary leaders of the 20th century. Although he became a highly educated and successful attorney, he left this comfortable life and cast his lot with the lowest rung of humanity. Gandhi spent his life trying to rise up the lowest, without destroying the highest.


Gandhi stood for self-determination and compassion for all. He strove for the equality, regardless of social status, nationality or gender. And he fought for peace without ever raising a fist against his oppressors. The value of Gandhi’s teachings came from the words he spoke and the way he lived his life. Even today, these words can inspire and guide us in our lives.  


At Stratagem, "Our mission is not to represent the outward appearance of things, but their inward significance."

We choose to use services, like photography, design, and beauty, that is often associated with a superficial connotation to dig deeper into matters that plague our society like: issues of self-esteem, wellness, honesty and supporting one another.


We are inspired by brave people like Mahatma Gandhi and Aveda found Horst Rechelbacher for going against the norm and doing what felt right for society. We try to model ourselves after them and encourage others to take a leap of faith and fix what they see wrong in this world.


Check out some of our yearly charity/sponsored events:

Earth Month

Through the power of Aveda salons, spas, stores, institutes, guests, and supporters like you, Aveda Earth Month strives to help those in need of clean water, decent toilets and basic hygiene. Stratagem participates annually as part of a global initiative with other Aveda Networks worldwide to raise money and awareness of water-related issues.


We often take clean, drinkable water for granted. The reality is that 844 million people do not have access to clean water, 2.3 billion people do not have access to a clean bathroom, and 800 children die every day from diarrhea caused by dirty water and poor toilets. 


Aveda Earth Month is dedicated to ending the world water crisis.We believe this goal is achievable. 






Owner Liza Pabon started an annual gala to support local families, organizations, churches and causes that do not receive or qualify for effective funding. She believes that it is no one else's responsibility to take care of our community and that it is up to the individuals in the community to raise awareness and do something about the problems in our community if we wish to see a change. It is very easy to shift the responsibility to an organization but when you want to see an immediate impact you must take matters into your own hands.


Previous galas have helped -


The House of Mercy: a beacon of hope for the poorest of the poor in Rochester Ny, helping thousands of people each month through providing food, shelter, clothing, advocacy — operating 24/7.

Click here to learn more


Ibero Early Childhood Services: a Bilingual/Bicultural Early Head Start and Head Start program that offers Health, nutrition, mental health and speech services for low-income families. With a parent engagement rate of 95 percent and the highest attendance record for children under 5 in all of Monroe County, Ibero also works with parents to help them identify and achieve goals for themselves and their entire family. 

Click here to learn more


Two Local Families in Need: Through our community envolvement we heard of two families that were financially devasted by lung cancer and complications due to diabetes that left the breadwinner of the family in a coma resulting in her passing and leaving behind her child with special needs. We knew that using our annual gala to support these two families in there time of need was the right thing to do and would help with their immediate financial struggles. 



Contact us if you have an idea or a cause that lines up with our mission <3


Not Your Father's Golf Tornament

A golf event with a twist that featured day golf, dinner and glow in the dark golf at the Eagle Vale Golf Club to support an experiential support fund that will assist students financially as they attend conferences and case challenges, take field trips around the country and world, and seek practicum and internship opportunities that may be beyond their financial means.


Check out Saint John Fisher Sports Management Department's event website here.


SJFC - Rough Riders Rodeo

Another great event for St. John Fisher College for the Facilities and Operations Management Class to help raise funds to encourage students to get out of their dorms and meet other students on campus and have fun.​

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