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Black female founders of Amizade Hair provide affordable, high-quality extensions
by Sakita Holley, Madame Noire Business | November 5, 2012 at 1:03 PM
www.amizadehair.com
Each year, African American women spend millions of dollars on hair extensions and hair care products, contributing to the multi-billion dollar bottom line of a market that is 90 percent owned and operated by Korean businesses.
In recent years, there’s been an outcry by the African American community calling for an investigation on the Korean domination of the market and many media outlets including Madame Noire have tackled this issue in the past.
In spite of higher-than-normal barriers of entry to entrepreneurship in the black hair care and weaving industries, veteran companies like Carol’s Daughter, Dudley’s Q and newcomers like Huetiful and curlBOX are working feverishly to reclaim ownership of the brown beauty conversation.
Joining those ownership ranks is Amizade Hair, a new hair extension company founded by friends Michelle Morant and Kendra Austin that launched this past August.
According to Austin, the company provides “quality, affordable, and luxurious virgin hair extensions from around the world, in a range of textures, styles, and lengths,” and hopes to become a go-to brand among extension loyalists who may have traditionally purchased products from a non-black owned company.
We recently caught up with Morant and Austin to learn more about how they launched Amizade Hair, discuss industry obstacles and where they see themselves in the marketplace.
Read the rest of this story on Madame Noire Business....
Madame Noire: How would you describe Amizade Hair to someone who is hearing about your company for the very first time?
Kendra Austin: Amizade provides quality, affordable, and luxurious virgin hair extensions from around the world, in a range of textures, styles, and lengths. [We] work closely with international manufacturers and test every product to ensure that our clients are receiving a great bundle of hair every single time.
MN: How many employees do you have?
Michelle Morant: Kendra and I currently handle all of the day-to-day operations (importing, marketing, order processing, etc) with the help of a small support staff of two people.
MN: Was there a specific catalyst that made you decide to launch Amizade Hair?
KA: Michelle has always had an entrepreneurial spirit and has experience working with independently-owned businesses. One day we had an intense conversation about the difficulty to obtain high quality hair and we instantly knew we wanted to create a business that would provide the hair link that was missing in the market.
We discussed several naming options until Michelle provided the suggestion of Amizade Hair. Amizade means friendship in Portuguese, and we have been best friends for years and Brazilian hair is one of the most popular brands of hair on the market.
MN: Did either of you have beauty industry experience prior to launching Amizade Hair?
MM: Professionally, no. But we’ve always been the go-to “hairnista” in our respective circles. The bulk of our experience comes from several years of wearing weaves and trying new products. So we’re able to provide guidance when it comes to purchasing, installing, styling and maintaining hair extensions.
MN: Do you have investors? Was it easy to convince them to invest in your company?
MM: We have started to raise capital, mainly amongst our friends and family. We hadn’t gotten to the point in our business plan where we’ll begin to seek funding, but in just sharing our vision with a few key people in our network, we were able to purchase our first round of inventory without reaching into our own pockets.
MN: The extension/hair care product business is disproportionately owned my Asians. Did you find it hard to launch Amizade in a market that is less than 10 percent black-owned?
MM: We want to change the dynamic of the industry.
KA: It was not difficult because we educate our consumers on the hair that they are purchasing which is something that has been missing by many of our competitors outside of the black-owned market.
MN: What have been some of the major barriers to entry in this business?
Both: Finding suppliers.
MN: Speaking of suppliers, your product comes from around the world. How were you able to build relationships with manufacturers that were outside of the US?
MM: We poured thousands of our own money into research, trial and error. We did rigorous product testing among our friends and family. And, we’ve worked tirelessly with our suppliers to ensure that every strand meets our requirements.
KA: Also, we receive feedback from experienced cosmetologists and take it into consideration before selling the product to our customers.
MN: You’ve only been in business for a short while, but what’s been the most surprising thing you’ve learned since launching Amizade Hair?
KA: One of the greatest surprises is learning about the type of hair that is sold at most beauty supply locations. In doing market research we found that many other supplies that are often sold in the store and advertised as “remy hair” is often mixed with synthetic hair, animal hair, and various chemicals to reduce the price.
MN: You sell hair by the bundle. What is the most important thing a consumer should know about the various lengths/weight of bundled hair?
KA: The customer should know that bundles are based on weight. Our bundles are 100 grams. Each bundle will have the same amount of hair but the distribution of the hair will differ. The amount of hair you need to purchase is solely based on the hairstyle you want. On average, most of our clients purchase three bundles for a full weave. We have other clients that only want to add a few extensions for length and fullness so they will purchase two bundles. Lastly there are clients that like an extremely full look and will use more than three bundles to achieve their look.
MN: If you were talking to a new entrepreneur, what would you say is the most important thing they should focus on?
MM: Their plan of action. Whether it be a formal business plan, or just a short document outlining your purpose and goals. Because once you open up for business, the process can go really quickly! Things we hadn’t planned on pouncing on or diving into until six months or a year down the road, started happening. But because we have a solid idea of our future role in this industry we were able to adapt quickly.
MN: What was the biggest obstacle you had to overcome before launching this business?
MM: Fear.
KA: Finding “the” product. We spent so much on hair samples that did not meet our expectations.
MN: Have there been moments when you’ve wanted to give up?
MM: Absolutely. Every day there is a new competitor popping up into this already crowded space. But we know we’re offering premium products, at great prices and we’re committed to delivering our clients beautiful hair and amazing customer service.
MN: Who or what inspires you?
KA: Hair, beauty, women, diversity, and empowerment inspire us. Knowing that women feel great about themselves is a beautiful inspiration. I’ve noticed that when women feel good about themselves that confidence empowers them to achieve greater accomplishments in other aspects of their lives.
MN: What advice would you have for someone who wanted to get into the extension/beauty industry?
MM: There’s a wealth of knowledge out there. Take advantage! And develop meaningful relationships.
MN: What is the best business advice you’ve ever been given?
MM: Keep your blinders on. There will always be competition, but in order to cross the finish line, you can’t keep looking to the left and right of you.
MN: What’s next for Amizade Hair?
MM: Expanding to retail locations, and developing the product line further.
KA: We want to eventually create hair care products, human hair eyelash extensions, and open international facilities while changing the hair industry from the inside out.
To learn more about Amizade Hair, visit www.amizadehair.com.
by Sakita Holley, Madame Noire Business | November 5, 2012 at 1:03 PM
www.amizadehair.com
Each year, African American women spend millions of dollars on hair extensions and hair care products, contributing to the multi-billion dollar bottom line of a market that is 90 percent owned and operated by Korean businesses.
In recent years, there’s been an outcry by the African American community calling for an investigation on the Korean domination of the market and many media outlets including Madame Noire have tackled this issue in the past.
In spite of higher-than-normal barriers of entry to entrepreneurship in the black hair care and weaving industries, veteran companies like Carol’s Daughter, Dudley’s Q and newcomers like Huetiful and curlBOX are working feverishly to reclaim ownership of the brown beauty conversation.
Joining those ownership ranks is Amizade Hair, a new hair extension company founded by friends Michelle Morant and Kendra Austin that launched this past August.
According to Austin, the company provides “quality, affordable, and luxurious virgin hair extensions from around the world, in a range of textures, styles, and lengths,” and hopes to become a go-to brand among extension loyalists who may have traditionally purchased products from a non-black owned company.
We recently caught up with Morant and Austin to learn more about how they launched Amizade Hair, discuss industry obstacles and where they see themselves in the marketplace.
Read the rest of this story on Madame Noire Business....
Madame Noire: How would you describe Amizade Hair to someone who is hearing about your company for the very first time?
Kendra Austin: Amizade provides quality, affordable, and luxurious virgin hair extensions from around the world, in a range of textures, styles, and lengths. [We] work closely with international manufacturers and test every product to ensure that our clients are receiving a great bundle of hair every single time.
MN: How many employees do you have?
Michelle Morant: Kendra and I currently handle all of the day-to-day operations (importing, marketing, order processing, etc) with the help of a small support staff of two people.
MN: Was there a specific catalyst that made you decide to launch Amizade Hair?
KA: Michelle has always had an entrepreneurial spirit and has experience working with independently-owned businesses. One day we had an intense conversation about the difficulty to obtain high quality hair and we instantly knew we wanted to create a business that would provide the hair link that was missing in the market.
We discussed several naming options until Michelle provided the suggestion of Amizade Hair. Amizade means friendship in Portuguese, and we have been best friends for years and Brazilian hair is one of the most popular brands of hair on the market.
MN: Did either of you have beauty industry experience prior to launching Amizade Hair?
MM: Professionally, no. But we’ve always been the go-to “hairnista” in our respective circles. The bulk of our experience comes from several years of wearing weaves and trying new products. So we’re able to provide guidance when it comes to purchasing, installing, styling and maintaining hair extensions.
MN: Do you have investors? Was it easy to convince them to invest in your company?
MM: We have started to raise capital, mainly amongst our friends and family. We hadn’t gotten to the point in our business plan where we’ll begin to seek funding, but in just sharing our vision with a few key people in our network, we were able to purchase our first round of inventory without reaching into our own pockets.
MN: The extension/hair care product business is disproportionately owned my Asians. Did you find it hard to launch Amizade in a market that is less than 10 percent black-owned?
MM: We want to change the dynamic of the industry.
KA: It was not difficult because we educate our consumers on the hair that they are purchasing which is something that has been missing by many of our competitors outside of the black-owned market.
MN: What have been some of the major barriers to entry in this business?
Both: Finding suppliers.
MN: Speaking of suppliers, your product comes from around the world. How were you able to build relationships with manufacturers that were outside of the US?
MM: We poured thousands of our own money into research, trial and error. We did rigorous product testing among our friends and family. And, we’ve worked tirelessly with our suppliers to ensure that every strand meets our requirements.
KA: Also, we receive feedback from experienced cosmetologists and take it into consideration before selling the product to our customers.
MN: You’ve only been in business for a short while, but what’s been the most surprising thing you’ve learned since launching Amizade Hair?
KA: One of the greatest surprises is learning about the type of hair that is sold at most beauty supply locations. In doing market research we found that many other supplies that are often sold in the store and advertised as “remy hair” is often mixed with synthetic hair, animal hair, and various chemicals to reduce the price.
MN: You sell hair by the bundle. What is the most important thing a consumer should know about the various lengths/weight of bundled hair?
KA: The customer should know that bundles are based on weight. Our bundles are 100 grams. Each bundle will have the same amount of hair but the distribution of the hair will differ. The amount of hair you need to purchase is solely based on the hairstyle you want. On average, most of our clients purchase three bundles for a full weave. We have other clients that only want to add a few extensions for length and fullness so they will purchase two bundles. Lastly there are clients that like an extremely full look and will use more than three bundles to achieve their look.
MN: If you were talking to a new entrepreneur, what would you say is the most important thing they should focus on?
MM: Their plan of action. Whether it be a formal business plan, or just a short document outlining your purpose and goals. Because once you open up for business, the process can go really quickly! Things we hadn’t planned on pouncing on or diving into until six months or a year down the road, started happening. But because we have a solid idea of our future role in this industry we were able to adapt quickly.
MN: What was the biggest obstacle you had to overcome before launching this business?
MM: Fear.
KA: Finding “the” product. We spent so much on hair samples that did not meet our expectations.
MN: Have there been moments when you’ve wanted to give up?
MM: Absolutely. Every day there is a new competitor popping up into this already crowded space. But we know we’re offering premium products, at great prices and we’re committed to delivering our clients beautiful hair and amazing customer service.
MN: Who or what inspires you?
KA: Hair, beauty, women, diversity, and empowerment inspire us. Knowing that women feel great about themselves is a beautiful inspiration. I’ve noticed that when women feel good about themselves that confidence empowers them to achieve greater accomplishments in other aspects of their lives.
MN: What advice would you have for someone who wanted to get into the extension/beauty industry?
MM: There’s a wealth of knowledge out there. Take advantage! And develop meaningful relationships.
MN: What is the best business advice you’ve ever been given?
MM: Keep your blinders on. There will always be competition, but in order to cross the finish line, you can’t keep looking to the left and right of you.
MN: What’s next for Amizade Hair?
MM: Expanding to retail locations, and developing the product line further.
KA: We want to eventually create hair care products, human hair eyelash extensions, and open international facilities while changing the hair industry from the inside out.
To learn more about Amizade Hair, visit www.amizadehair.com.
