How I Grew My Business Luxie Hair Services

Each time you make a good decision or do something nice or take care of yourself; each time you show up to work and work hard and do your best at everything you can do, you’re planting seeds for a life that you can only hope will grow beyond your wildest dreams. Take care of the little things—even the little things that you hate—and treat them as promises to your own future. Soon you’ll see that fortune favors the bold who get shit done.
— Sophia Amoruso, #GIRLBOSS

I first started braiding when I was 13 years old. It took many weeks, dozens of late nights and hundreds of failed attempts before I finally learned how to braid! Before I knew it, I was creating designs, adding extensions and styling my own hair. Girls (and guys) in class started asking me who braided my hair and were in disbelief when I told them that it was me! Soon, I was charging $20 for basic cornrows and getting in trouble for creating makeshift salons after school.

It wasn’t until I got fired from several jobs that I decided to start Luxie Hair Services. I remember getting fired from a management position at a local coffee shop, and feeling panic about the sudden change in income. I had to think of something. After some encouragement from friends and family, I decided to post a Craigslist ad to advertise my braiding services. This was in March 2012. That same evening, I began to get phone calls and texts inquiring about my services and had my first client later that week. It took several years before I started taking my work seriously. I considered it a hobby or side hustle. It wasn’t until I was explaining the operation to one of my clients that she stopped me in my tracks and said, “Girl, you have a business! You need to act like it!” I was shook. It took me a while before I started to implement systems and improve my branding and marketing. I was reading books, listening to podcasts and doing a lot of self-education to build my business. Seven years later, 500+ clients and countless bottles of Jam, hair gel and edge control, Luxie Hair Services continues to stand out as one of the top-rated braiding services in Charlottesville, Va!

This was no easy feat. I had to be bold. There was no real blueprint for how to build a business like this at the time. Every time I showed up, every time I invested my hard-earned money back in my business, every time I forced myself out of bed early on Saturday mornings to braid for hours upon hours, I was planting seeds for myself and my future businesses. By building meaningful relationships with my clients, learning from failures, staying curious, and being strategic with my marketing efforts, my return rates grew to around 90%, with my sales nearly tripling. Now, I'm using what I learned with Luxie Hair Services to help small businesses connect with their communities. I’m grateful for all of my clients who have supported me, been patient with me during rough spots, and shared my business with their friends. Check out the video above to learn more about my first official business!

If you would like to book me for hair braiding services, click here to book your appointment on StyleSeat!

Follow my entrepreneurial journey on Instagram

Beginner's Guide to Entrepreneurship

I started my entrepreneurial path in 2011. There was a lot of trial-and-error, mishaps, slip-ups and fatal mistakes that I wish I could have avoided. Granted, I still don't know everything. I'm still learning and growing through my mistakes, but I feel like it's my responsibility to share what I've learned with aspiring entrepreneurs to help them avoid some of the mistakes, mishaps and missteps that I’ve made along the way. So, let’s get started! Below, you’ll find five tips to help you begin your path to entrepreneurship.


If you have a dream, you can spend a lifetime studying, planning, and getting ready for it. What you should be doing is getting started.
— Drew Houston

First, identify your gifts. Before you start your entrepreneurial journey, ask yourself, “What are my gifts?" This could be a skill that comes to you naturally or something that you've had to hone over the years–whatever it is, figure it out. We all have gifts. Sometimes, it's hard to pinpoint our strengths, but if anyone has ever said to you, "I wish I could do that," or "I don't know how you do that." That's your gift!

Identify your tribe. Once you've figured out your gifts, who could benefit from what you have to offer? Who needs you? This is your tribe or your target audience. This information will help you to build your customer profile so that you can begin to understand how to communicate and market to your potential customers. You'll want to be as specific as possible! What are their spending habits? Who do they follow online? What kind of products do they purchase? These are the people that will pay for your service, product, or skill. Identify them, and create a plan to reach them.

Plan it out. Regardless of whether you're already making money with your skill or business idea, you need to make sure that you have a plan. Personally, I didn't write a business plan for any of my previous business ventures. I was winging it the entire time. In the words of my elders, do as I say, not as I do. Creating a business plan will help you stay on track during your entrepreneurial journey and will come in handy if you decide to get funding in the form of business loans or funding from investors.

Protect ya neck. Make sure you're protected legally. Research your state's laws regarding operating a business, then get your paperwork in order. You don't want IRS at your heels, nor do you want to be unprotected in the event that someone decides to sue. Making your business official is pretty easy, and all of the information can be found on the inters of net. Also, please for the love of Black Jesus take some time to understand your cash flow. You don’t want to make the same mistake I did and slip so far into the red that you end up homeless.

Shamelessly promote yourself. Okay, so you're making moves. You've got your business plan, you're a legal entity, and you understand how to talk to your potential customers. Now, it's time to start promoting yourself. Tell your friends and family that you've started your business. Get yourself some business cards and shamelessly promote yourself. If you don't have the budget for a website just yet, create a free business page on Facebook, or a free page on Wordpress. There are tons of tutorials online to guide you through the process of setting up your free page. This will help you to build your brand awareness and harness the power of search engine optimization. Tell everyone in your circle what you're working on. You have to be shameless about this. Everyone and they mama need to know that you done started a business!

Wherever you are in your journey, what’s important is that you keep going. You got this!

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Building your online strategy can be daunting. If you want to increase your brand awareness, save precious time posting to social media, and spend more time doing what you love, try my Instagram for Business package that can help you jumpstart your social media marketing strategy today!

Quick tips to build your social media strategy

Social media, by far, is the most cost-effective way to improve your brand awareness and reach potential target customers.
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Hey, boo. I hate to break it to you, but your potential customer’s buying practices have shifted. Customers want to develop relationships with the brands they use and social media provides a means for customers to connect and interact with brands directly. It’s imperative that small businesses employ the power of social media to boost their online presence and drive conversions. Sure, companies can increase sales by referrals alone, but harnessing the power of social media is, by far, the most cost-effective way to improve your brand awareness and reach potential target customers.

Quick tips to build your social media strategy:

1.) Use Instagram to reach a younger audience. 59% of Instagrammers are under 30 in the U.S. If you’re using Instagram to promote your product, make sure your voice attracts your target market. Do you know your demographic? Plan your content in advance to save you time in the long-run and to be sure that your voice and messaging are consistent. Apps like Planoly are great for planning your Instagram feed.

2.) Be visual. Posts with images get seen 94% more. Every post should have an image, graphic or video.

3.) Use the same photo on all of your business profiles to make it easier for your followers to find you. your photo should be clear, have good lighting and be recognizable on other social media platforms. Consistency is key for good branding!

4.) Not sure what to post? Look for the top businesses in your niche and repost their content. Be sure to provide something insightful in your caption and tag the original post. Apps like Repost make it easy to share and tag the original post.

5.) Automate posts when you can. You don't need to invest in fancy social media management software just yet. Use Google Suites to keep your posts organized and plan your content. You can schedule your Twitter (after you’ve set up a Twitter ads account) and Facebook (for business and group pages) content ahead of time.

6.) Provide value. It's not all about the sale. Create content that is entertaining, provides value or informs, and you'll build trust with your followers when you're ready to ask them to purchase from you.

For more tips and business inspo, follow @destineemrktng on Instagram!