For years, one of Alberto Rottura’s well-heeled customers habitually paid the same amount for his weekly haircut: $18, without tip (none was necessary, his wife had advised, since Mr. Rottura owned the salon). Finally, the customer volunteered some advice: “Alberto,” he said, “why don’t you raise your rates?” “I did,” Mr. Rottura replied.

He had, in fact, been too gentlemanly to tell his loyal customer, whom he considered a friend. Since then, and until 10 weeks ago when Mr. Rottura fell ill, the customer had paid $50 for his haircuts. Mr. Rottura died on May 25 in Manhattan. The cause was complications of Covid-19, his son Gianluca Rottura said.