Treatments @Duafe

Besides the Pandemic, there have been two major changes at Duafe, especially for me.  One change is that we were finally able to purchase the building.  I’m convinced that this purchase will be my true retirement.  You may not know this, but most entrepreneurs do not do well during and after they operate a business.  My partner and I discussed how I could avoid this all too common statistic and decided to invest in the land.  Huge change.

The second change was when we decided as a team, that I should stop doing hair.  Besides the fact that I am getting older and suffer from lower back pain, carpal tunnel, and varicose veins, we realized that we could leverage ALL of the knowledge I learned over the years.  My role at Duafe changed from Owner/Stylist to Founder/Consultant.  I thank God for this change.  My back does too.  Hmm, I’m almost 46 and twenty years of doing hair feels differently at this age.

Anyhow, while in my new role I noticed two things - I forgot how much I love black people and how much I want to help them, annnndddd I forgot how damaged hair is...out in these streets.  Women have come in with horizontal lines of hair missing due to bad glue jobs.  Some have lost almost ALL of their hair.  Many wear wigs over deep split ends, tons of new growth, and unrepairable locs.  It saddens me.  If you really know me, you know that I relate all things to hair.  So it really saddens me.

Here’s my solution.  Our solution.  Duafe’s solution.  It’s called TREATMENTS.

Over the 20 years, I researched and learned about natural ingredients that help hair and scalp issues.  For example, did you know that Avocado is a great moisturizer for people with brittle or dry hair?  Or that Rice Water can strengthen weak hair and give it sheen?  In the back of my mind, I wish that more people would come to us for Hair Treatments.  Even those with perms.  Treatment would help somewhat balance the bad stuff.  It makes up less than 10% of our revenues.  That has to change.

Well get the point.  It’s our new idea.  Give us time to execute on it.  We have to figure out a way to help the hair problems out there, but first we have to figure out the messaging, promotion, price, and treatment offerings.  How do we bring this to market? 

Change is important.  I look forward to 2021.  2020 has been…