How Has the DevaCurl Haircut Affected my Business?
by Trash Talk with Anna Craig on Monday, November 15, 2010
Hair has been Anna Craig’s passion since she was 12 years old, this has always been her path in life. In 2001 she went to school in Tempe, AZ, at the Carsten Aveda Institute. After doing hair for about 5 years, she realized that precision haircuts were her specialty, after years of thinking that color was her calling. After doing hair in Arizona for several years, she took the plunge and moved to Texas, and her career took off. She soon opened her own salon, Trashy Roots Salon & Spa. There she became a Certified Deva Stylist, specializing in Curly Girl haircuts. She is also an Artistic Educator for Pravana, which gives her the opportunity to go out to different salons in the area and educate them on new products and techniques. She is also very involved in her community; holding annual cut-a-thons, participating in benefit hair shows, and helping with local beauty schools.
Our sales rep from RDA/State was always coming into our salon every week trying to get me to try new products and I always turned her down. But this one time I paid attention and found out about an amazing product—DevaCurl. I had seen little articles in various hair magazines and I thought what the heck, let’s try something new. So I brought the line in and I signed up for the various classes they offered. First I took a brief product knowledge class and watched a cutting demo. Then I took the hands-on in depth Deva Cutting and Balayaging class. This class was harder than I thought it would be, and I didn’t know if I could sell my clients on it, but I was ready for the challenge. The big thing is I have straight hair, so how was I going to relate to these clients and talk to them about their curly hair?
I emailed some of the curly clients our salon had and offered complimentary Deva styling for anyone who was interested just to try the products out. This created a lot of interest, and almost everyone that did the demo purchased the products. While I did the demo, this gave me a chance to talk to them about the DevaCut. After several of these clients left, they went home and their friends and family loved their hair, so then they started referring them to me to fix their crazy unruly curly hair. The word was starting to spread like wildfire.
But the best thing to happen to our curly business was getting on NaturallyCurly.com and having reviews on there. I am now getting 3-4 calls a day and I am doing 1-3 DevaCuts a day. I have clients driving in from all over the state, even out of state, and I just had a client come in from Guam. As I am educating my clients, they are telling their friends and they are telling their friends. It’s amazing what this product has done for my clients and for my business. I went from having a small curly clientele who flat-ironed the death out of their hair every time they came in, to having a huge curly clientele that loves their curls and never straightens their hair any more. About 1/3 of my clientele are now curly girls and it’s just continuing to grow. My color services are also changing from DevaCurl too, I’m now doing more Balayaging which looks more natural on curly hair. Curly girls are definitely loyal clients and they will do anything to finally love their hair.