Philly Leader

Over the remainder of the offseason, PhiladelphiaFlyers.com will highlight each of the five Hometown Assist recipients from the past year. The Flyers Hometown Assist Program, presented by Wells Fargo, was created to support and promote locally based small businesses in the greater Philadelphia region. The program also provides $100,000 in marketing and advertising assets via the Flyers and Wells Fargo.

Located at 19 Bridge St. in New Hope, PA, True Believers Barber Shop was founded by owner James Shields in 2020. True Believers is a combination of a classic barber shop—featuring four vintage barber chairs from the late 19th and early 20th centuries—and a contemporary business offering stylish cuts and old-fashioned shaves. The staff also focuses on forging friendly connections with clients.

A tattoo enthusiast himself, Shields features framed tattoo-inspired representations that decorate the walls of his business. There are also homages to monster movie characters.

Shields told the Bucks County Herald that True Believers was created as a way to honor self-expression and friendships. "True Believers is a local haven where people from all walks of life, regardless of gender, sexual orientation, skin color, tattoos or beliefs can come together and get groomed," he said. "Everyone is welcome to find sanctuary here."

In May 2024, Shields spoke with fellow tattoo aficionado Jason Myrtetus on the Flyers Daily podcast about his business's foundation, growth, and unique niche in Bucks County and beyond. A diehard Flyers fan himself, Shields was thrilled to have the opportunity to talk at length with Myrtetus.