I Turned This Instagram Web page Into A 7-Determine Enterprise

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Hi there! Who’re you and what enterprise did you begin?

My identify is Oluremi Martins. I’m the founding father of Pure Woman Wigs, a hair model that creates textured hair extensions and protecting kinds for black ladies.

Earlier than launching the enterprise, I ran an Instagram web page that posted inspirations for black ladies to be their genuine selves. These inspirations ranged from make-up seems, and outfit inspo to coiffure inspo from celebrities and different individuals.

Our first product was an Afrocentric wig referred to as wig Toke. It’s made with premium afro hair fibre and on the time, I created this wig with my hairstylist. The thought was to create one thing reasonably priced as we had been new to the market and had different greater rivals.

My enterprise is at the moment a 7-figure enterprise. 6 months after we launched, we reached the 6 determine milestone by creating Afrocentric extensions that cater to black ladies in numerous nations all around the world.

To start with, we had been taking orders through Instagram and Whatsapp channels and this didn’t prohibit ladies all around the world from buying our merchandise. Some ladies in different nations had been keen to drive throughout city to Western Union to make a purchase order even earlier than we constructed a web site. This was an amazing sign to proceed to construct and develop the enterprise to be simply accessible to prospects all around the world.


What’s your backstory and the way did you give you the concept?

I got here up with the concept to promote pure textured protecting kinds and wigs for black ladies out of my very own have to put on pure textured wigs.

“We had been taking orders through Instagram and Whatsapp channels and this didn’t prohibit ladies all around the world from buying our merchandise. Some ladies in different nations had been keen to drive throughout city to Western Union to make a purchase order even earlier than we constructed a web site”

I had had an awakening earlier in my life about how as a black lady, anytime I didn’t wish to fashion my hair, I might put on the standard Brazilian weaves as they had been generally referred to as then and I may hardly ever discover any wigs that had been as textured as my hair.

Quickly after, I began researching corporations that offered Pure Textured hair and quite a lot of them had been Chinese language or Asian-owned corporations, this was an amazing irony to me, and likewise noticed it as a chance to enter the hair manufacturing business as a black lady producing textured hair for different black ladies.

The AHA second for me was once I began an Instagram web page referred to as BrownGirlNigeria. Right here, I might simply submit inspirational content material about black celebrities doing black issues in hair, make-up, and sweetness usually. Quickly after, I launched textured hair to the content material and other people would ship a dm asking if these wigs had been obtainable on the market and that’s how I validated my concept and made an entry into the hair business.

Take us by way of the method of designing, prototyping, and manufacturing your first product.

At the moment in my life, I used to be saving cash to begin up this new enterprise I had validated and I used to be skeptical about importing hair from India or China as a result of I used to be new to the market and I had beforehand began a Hair braiding enterprise that was not profitable.

With the teachings I discovered, I made a decision to supply premium afro fibre hair regionally. The thought was to create one thing reasonably priced, straightforward to put on, and vital to black ladies. I had my hairstylist create a easy afro wig with the fibre and she or he didn’t cost for it as a result of it was a prototype.

After which, I had a buddy placed on the wig, we took photos and I posted them on the Instagram web page I had began and other people began to pre-order the wigs. The whole value to begin was about $3 which was the price of buying the supplies wanted to create the prototype wig.


Describe the method of launching the enterprise.

For me, It was extra about displaying individuals the seems they might obtain with the totally different kinds obtainable, and these weren’t restricted to the kinds that we had obtainable in the meanwhile.

The technique was to make use of totally different relatable content material to lure the viewers to observe, and maintain them updated; like a life-style weblog would do.

I additionally collaborated with quite a lot of manufacturers that offered companies or merchandise adjoining to us. E.g collaborate on giveaway contests with skincare manufacturers or merchandise focused at black ladies. This received us quite a lot of natural attain with prospects who would have more than likely reached through adverts or paid advertising and marketing.

Virality and phrase of mouth had been different main methods that helped us within the early stage of our enterprise as we had prospects refer us to their household and associates on a number of events.


Since launch, what has labored to draw and retain prospects?

From our preliminary course of on content material technique, we now have moved on and included Fb Advertisements and Electronic mail Advertising and marketing to draw and retain prospects.

We develop our neighborhood utilizing e mail advertising and marketing by educating our neighborhood on Black Hair Historical past, Hair Care Suggestions, Black Amazons, How you can care to your wigs, and different important ideas.

Right here’s an instance of certainly one of our e mail newsletters:


All of those assist us appeal to, develop and retain our prospects.

Virality and phrase of mouth had been different main methods that helped us within the early stage of our enterprise as we had prospects refer us to their household and associates on a number of events.

Right here’s a breakdown of our income by visitors supply:


How are you doing at present and what does the long run appear like?

Pure Woman Wigs main storefront is our web site and our social media pages. We have now a retailer on Amazon however we’re nonetheless experimenting with that so I can’t say it’s a main income for our enterprise.

We’re primarily a DTC model that can proceed to experiment with customer-facing experiences.

As a enterprise, we now have at all times been worthwhile since day 1. I’ve at all times been obsessive about numbers reminiscent of measuring and maintaining our value of merchandise low, and guaranteeing our advertising and marketing prices are environment friendly and worthwhile.

In latest occasions, the price of promoting and buyer acquisition has elevated and eaten into our margin however we now have discovered methods to extract extra worth from prospects by introducing extra merchandise with wider margins.

We now create our content material in-house to assist us handle content material creation successfully and ship the most effective expertise to our prospects.

We have now additionally discovered that the majority of our prospects return to make a purchase order and we now have elevated our buyer relationship to be more practical from the primary second of engagement and put in place different measures to extend every buyer’s spend by offering helpful ideas past gross sales

Sooner or later, we’re wanting ahead to turning into a manufacturing home for different hair manufacturers and making black hair extensions extra accessible by way of retail partnerships.


By beginning the enterprise, have you ever discovered something notably useful or advantageous?

One of many issues I’ve discovered and nonetheless helps me at present is knowing the influence of incentives on each prospects and our group.

For me, I perceive that prospects, companions, and workers are common people who find themselves pushed by incentives and it has helped me navigate making higher selections.

In conditions when we now have had a not-so-good gross sales week, my group and I have to return to the drafting board to research what incentives labored through the good weeks and the way we will optimize them to draw extra gross sales.

My enterprise has additionally helped me be taught loads about managing individuals. As a founder and supervisor, I’ve discovered that there’s a lot accountability on you to assist your workers attain their full potential.

I’ve additionally realized that if a division or a phase of what you are promoting is failing, it’s as a result of you haven’t applied a construction or system to assist it succeed.

My accomplice, who can also be my husband, handles many of the operations of the enterprise and has created impeccable methods in place that work with little to no presence from manufacturing to workers administration.

What platform/instruments do you utilize for what you are promoting?

We use Shopify, Klaviyo, Stripe, and Loom– for real-time suggestions, Zapier for critiques, Slack for Communications, Notion for productiveness and Google for documentation and cloud storage.

What have been probably the most influential books, podcasts, or different sources?

Top-of-the-line books I’ve ever learn is Atomic Habits by James Clear. It has shifted my perspective and helped me assume higher.

One other guide is The Psychology of Cash by Morgan Housel. This has made me perceive the way to earn a living give you the results you want and has additionally helped me leverage this for my enterprise by way of understanding money and the way to deal with money in what you are promoting.

For Podcasts, I like to hearken to any and each podcast the place entrepreneurs talk about their hardcore experiences about how companies are constructed. Considered one of my favourite podcasts is The Startup Teardown which is hosted by my accomplice. I like how I be taught from real-life experiences about what it’s wish to construct a enterprise on this facet of the world.

Recommendation for different entrepreneurs who wish to get began or are simply beginning out?

My recommendation for entrepreneurs who’re simply getting began is to first know that entrepreneurship is difficult. It is rather arduous and also you have to be within the arduous elements. It isn’t so simple as posting in your Instagram, importing merchandise on Shopify, or utilizing instruments. Sure, instruments show you how to automate, and all I’ve talked about counts too. There are such a lot of arduous issues in entrepreneurship that you should genuinely be inquisitive about conquering. The reward of excellent work is extra work and the extra issues you clear up the better it will get however first you have to be keen to resolve these issues.

One other mistake I see individuals make loads isn’t placing processes and buildings in place particularly when/after the enterprise has an amazing second. Constructions and good operations will save what you are promoting.

On-line companies have to have automated gross sales flows that generate gross sales and nurture prospects past your day-to-day enter. That’s the way to develop what you are promoting sustainably.

Are you trying to rent for sure positions proper now?

I’m at all times searching for people who find themselves nice operators, I’ve been telling my group for a while now that I might love to rent a CEO. So should you’re succesful and inquisitive about working a hair model that can evolve past hair to different magnificence segments for black ladies? Holla at us!

The place can we go to be taught extra?

When you have any questions or feedback, drop a remark beneath!


Oluremi Martins,
Founding father of Pure Woman Wigs

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