Within the enterprise of magnificence


When the coronavirus pandemic shocked the world right into a standstill two years in the past, Johnnie Dudley, like many, used the time to replicate together with her household in regards to the issues they wished and wanted to perform. 

Jamesetta Barron stands behind the entrance counter of Loving My Hair Magnificence Provide 2 in Oxford, MS. Photograph by Violet Jira.

“COVID-19 had my household and I quarantined and so we had loads of time to speak and take into consideration our  lives, our future and the way forward for our kids,” Dudley stated. “We mentioned desirous to have one thing to depart for our kids. We’ve at all times considered entrepreneurship however by no means selected a enterprise sort.” 

Two years later, the thought of a enterprise has remodeled right into a brick-and-mortar institution — Loving My Hair Magnificence Provide 2, positioned at Oxford East Purchasing Middle. Boasting all kinds of merchandise, from lashes and hair instruments to braiding hair and wigs, the situation serves as a “one cease store” for magnificence wants. 

As is signified by the “2,” Dudley’s location is the second of its type. Her sister opened the primary location in DeSoto County and supported her as she moved to determine this one. 

“My sister was an enormous inspiration to us opening our retailer,” she stated. “She assured us she can be with us each step of the best way, as she was enduring the difficulties and obstacles of being a Black lady working in an business that’s principally dominated by non-Black house owners.” 

Even if magnificence provide shops like Loving My Hair 2 are frequented by Black folks — particularly Black girls — they’re not often Black owned. Koreans and Korean Individuals have dominated the multi-billion greenback business for many years, controlling all elements of the provision chain from manufacturing to retail. This reality alone is one in all many who Black entrepreneurs face when venturing into the wonder provide market. 

There will also be monetary obstacles to opening a magnificence provide retailer. As Dudley explains, $10,000 or extra of preliminary capital is important to safe accounts with prime of the road suppliers. This is just one of many bills. 

“It’s not simple for a Black particular person or Black girls to enter into the wonder provide retailer business and achieve success long-term. One should have funds or the means to allocate funds,” she stated. “Authorities funding and grants can be found for some minorities, however not for us. To open our retailer, we had to make use of private funds, bank cards and loans.”

Regardless of these adversities, Dudley’s enterprise has grown and continues to flourish. Magnificence provide shops like Dudley’s are a staple for Black folks, particularly Black girls. An important a part of the group, these shops are the place Black girls discover the instruments to harness the flexibility and sweetness that exist inherently in Black hair. 

Jessica Carter, a junior journalism main, has shopped at Oxford’s Love Your Hair location and speaks to how vital it’s that Black girls are in a position to really feel lovely.

“For a few years and even centuries, we’ve got at all times been ‘beneath’ different races of ladies. If our hair isn’t straight, wavy or curly, it’s unprofessional,” Carter stated. “Our hair isn’t meant to slot in a ‘field’ of three textures. We’re lovely too. Our coils, waves, locs, puffs, weaves, and many others. We are available in all completely different sizes and styles. We’re compelled to slot in the ‘field’ society has created to contemplate ourselves lovely.”

Dudley, too, sees the significance of feeling lovely. 

“I feel it’s vital for Black folks to not solely really feel lovely however to know they’re lovely.  Our tradition permits us to specific our ethnicity by way of our hair, what we put on and different objects we provide in our shops,” she stated. “Our merchandise permit clients to embrace their personalities and improve the wonder that’s already there.”

On the other facet of Oxford, located close to the highest of Heritage Drive, one other businesswoman additionally noticed the start of the pandemic as a turning level for her enterprise. Ashley Damage owns Oxford’s solely Black-owned spa, Unshelled Magnificence. 

“When the pandemic occurred, that’s when loads of purchasers have been telling me that they wanted somebody like me in Oxford,” she stated. “You realize, somebody Black-owned that basically had their stuff collectively. My purchasers motivated me to maneuver out right here.” 

Carter has additionally been a shopper of Unshelled Magnificence. 

“I actually loved Unshelled Magnificence. Ashley was the nicest particular person ever,” she stated. “She made me really feel comfy about my physique and the objectives I set for myself. I at present get waxed by Graced by Genvieve, which is in the identical constructing as Unshelled.” 

Along with her personal enterprise, Damage additionally created an area for different entrepreneurs and artists. 

“I do know lots of people wish to be their very own boss, so I created an area the place folks can have their very own cubicles and their very own hours and truly be their very own boss,” she stated. 

Apart from native competitors, Damage has not confronted any points outdoors of the everyday ups and downs. Her enterprise continues to develop and she or he continues to “unshell” the wonder she sees in her purchasers. 



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