After the pandemic prompted a shift towards natural haircare, Akilia Darrell, owner of Hair Am I in Hamilton, has witnessed a significant change among her Black clientele, many of whom are moving away from chemical hair straighteners.
Despite this positive trend, Darrell faced challenges in sourcing the necessary products to cater to her clients’ natural hair needs. “It takes a lot of hair oils and moisturizers to take care of natural hair,” she noted. “I found myself spending a substantial amount importing these products, and securing the right ones at the right price was difficult.”
To address these challenges, Darrell decided to create her own line of haircare products, which she had manufactured in China and shipped to Bermuda. Initially, these products were only available at her salon. However, customer demand led her to explore retail opportunities. “People were asking if they could buy the products elsewhere,” she explained. “I thought, let me try and get them into a few stores.”
The process of expanding her product line was not straightforward. “It took a lot of emails and multiple follow-ups to get my foot in the door,” she recounted. “Our production had to meet specific standards, and the packaging had to look appealing.”
Her persistence paid off when Phoenix Stores agreed to carry her products. Soon after, a manager from another store expressed interest after learning his daughter was already using them. “From there, sales took off,” she said, noting that MarketPlace also began to stock her line, leading to a domino effect of interest from other retailers.
Currently, Darrell offers 13 different haircare products in 15 stores across Bermuda. Her bestsellers include edge control, braid gel, and growth oil, which address common issues like hair loss due to pregnancy, stress, or genetics.
In light of her business success, Darrell has downsized her salon operations to concentrate on product sales. “After 13 years in the salon business, it was a tough decision,” she admitted. “Previously, we offered barbering, makeup, and nails, but now my focus is solely on hair. We still provide services for both natural and chemically treated hair, as well as extensions and braiding.”
At her salon, Darrell exclusively uses her own product line, allowing clients to experience the quality firsthand. “I find it more relaxing,” she said. “Managing staff has become challenging, especially with shifts in the economy. Many have left the island, lost jobs, or are opting to care for their hair themselves.”
Looking ahead, Darrell aims to expand her Hair Am I line beyond Bermuda, with plans to establish a commercial website. “I receive numerous inquiries from potential customers in Canada and England, but without a website, we can’t process transactions,” she explained.
One of her significant hurdles is securing funding. “Hair Am I is gaining popularity, and products often sell out quickly,” she noted. “To meet this growing demand and elevate my business, I need an investor.”
