Ouidad Wise explains why she prioritized salon relationships and curl styling over expanding product sales alone.
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“A curly hair client becomes a client for a lifetime.”
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More from Ouidad Wise
AssertionSupported
Ouidad Wise: Over 60% of people worldwide have curly hair
“Over 60% of people in this country have all over the world have curly hair.”
Ouidad Wise: No commercial curly hair products existed in the 1980s
“And there was nothing for curly hair out there, because the only thing that were out there that people knew how to manage their hair with was to put oil on it.”
Ouidad Wise banned her private equity partners from entering her salon
“And my poor partners were not allowed to set Foot in the salon. They were only allowed to be in the corporate office and whatever discussion they wanted to do was in the corporate office. No one was allowed to come into the salon. That was my domain, my kingdo…”
Ouidad Wise: Expanding niche hair SKUs fails without active consumer education
“And it took them Five years to understand in order for those extra SKUs to be sold, you couldn't just place them on the shelf. They had to be educated because they need to understand it, and you know, when you partner with an equity firm, they come in with the…”
Ouidad Wise and husband chose salon over restaurant via coin toss
“And then finally we came up with the idea. We'll flip a coin. If it's heads, It's salon. If it's sales, it is actually a restaurant, and we swore to each other we won't put our hands behind our back, cross our fingers, none of that, be really fully committed, …”
Ouidad: SBA provided $25,000 grant to help launch original salon
“Reagan was the president and he had just passed the law where he was allowing the SBA, which is the small business administration to grant little money for immigrant people to be able to open their businesses. And they gave us 25,000 dollars”
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