Jasmine Brown is a Loc Stylist, commonly known as dreadlocks, from Orlando, Florida. During her time in college at North Carolina A&T, she knew a couple of people with locs. After doing a close friend’s hair to help them prepare for an interview, she found the process to be intriguing and almost effortless. This hairstyle had a stigma of being seen as unkept or unprofessional, despite being a staple hairstyle in the black community. She set out to change this.

Jasmine saw the beauty in the locs that her peers wore and wanted to ensure their hair had proper, tender care - kick starting her journey as an entrepreneur in the beauty industry.

We interviewed Jasmine to talk about her Loc styling business. She gave us insight on what it took to officially start her business during college, take it to the next level during the pandemic using social media marketing and how to build and retain clients as business grows. She also gives aspiring entrepreneurs in the industry encouraging words to push through and obstacles to look out for when growing.

How did you officially start your business?

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At first, I started doing hair for free. I waited until my senior year to start posting on social media to promote that I was actually doing locs. Most of the people I serviced at that time came from word of mouth. Once I moved to Houston after graduation, I put the business on the backburner because of the pandemic. Of course we were all in quarantine, so it would be tough to do someone’s hair due to safety precautions. When I started doing hair again in July 2021, I became a mobile stylist. Due to the fact that my clientele increased, I had to move into a shop.

How did you build clients?

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I networked a lot for sure. I also leveraged social media. I would send mass direct messages to people in the area on different platforms.I spent time searching for keywords on Twitter like #houston, #locstylists and things like that. I had it so down packed that I even created templates for reaching out and responding to messages that showed my work on my website or social media accounts. I put myself out there with promoters, entertainers, athletes and celebrity clients. If I saw that they would be in the area I would reach out. You never know! I made sure to highlight the quality of my work and make it easy to book online. Doing that leg work helped me learn how to effectively promote my service using hashtags, reels and pictures. In the beauty business, people need to see the work you offer so social media is really important.

Initially, like a lot of people, I didn’t want to use TikTok, but a good friend told me I should at least try to use it for business. I’m glad I listened to her. Once I got on there I gained traction. This generation uses it like google. Many stylists are missing out on potential clients and influence because they may not be as tech savvy. Social media can really take you places.

What are some things you wish you would have known before starting?

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You can not trust everyone, especially in terms of transactions. People will try to scam you. I personally don’t have the option to pay in full on my website. Initially, I was using Square for payments, where you can do a deposit or whole payment. It worked at first since I wanted it to be convenient for my clients and myself. But one time, I had a client get a full color service in addition to servicing their two children. After the service was completed and paid for, I got a notification that it was being disputed from the cardholder's end because they used someone else’s card. No complaints, no discussions so I was caught off guard. Charge it to the game, it’ll come back.

Also, it's important to set boundaries for yourself. I remember when I thought I had Covid-19. While waiting on my test results to come back, I was calling the clients to reschedule appointments since I didn’t want them to get sick of course. Some understood, but others wanted their hair done. I get it, but I have to take care of myself to make sure this business runs.

What has been your biggest personal challenge in this journey?

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I’m a workaholic, man. I work 25/8. But the way I look at it is that I am not married and have no kids, why not push through the building season?! I also just transitioned to working in a shop so I was nervous that my clients that I used to travel to would have a problem but they were supportive. It's not easy asking people to go from getting a service in the comfort of their home to traveling to come to my shop. Some still pay for the fee because they don’t want to come. How and where I work is a little different now.

What advice would you give a budding entrepreneur in the beauty industry?
Believe in yourself. I thought to myself so many times: “Am i going to have enough clients to get in a shop?” But I have decided to trust this process. I knew God was going to make a way.

If you’re a woman, I think that a shop is better than doing home appointments. It can be dangerous because people get a little too comfortable in their own homes. I’ve had people book with me with hidden agendas, so I recommend getting in a shop if you can.

Integrity is important. When you’re in the wrong or you’re late, your clients should trust that you’re going to do what's right and take care of them, especially because hair is the business of serving others. Communication is key.

Most importantly, entrepreneurship takes faith to believe it's possible. You can do it and it may not look like everyone else’s journey, but it's your journey.

Learn more about Jasmine (@jasmineb_fit) and her business (@jazzgotmetwisted) on instagram.

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