In the bustling world of social media influence, a small hair-braiding shop in Bowie, Maryland, has seen a remarkable turnaround, thanks to the power of TikTok. Nadine’s Hair Braiding, tucked away in a strip mall, has become a go-to destination for clients seeking efficient service and a unique cultural experience.
Lacresha Carter, a satisfied customer from York, Pa., drove over an hour to Nadine’s after discovering a TikTok video claiming the shop could complete the service in just 2½ hours. Carter, a mother accompanied by her 4-year-old son, was further enticed when informed she could bring her child along—a convenience that sealed the deal for her.
For Nadine Djuiko, the Cameroonian immigrant and owner of the shop, success did not come easy. Initially aspiring to study banking as a student in America, she found herself turning to braiding to support herself and her family back home. Two years ago, a breakthrough occurred when a customer created a TikTok praising the efficiency and affordability of Nadine’s Hair Braiding.
Despite the challenges presented by the COVID-19 pandemic, the shop not only survived but thrived, establishing a robust customer base. Djuiko’s team comprises refugees and asylum seekers fleeing Cameroon’s ongoing conflict, relying on their braiding skills to support families both locally and abroad.
The stakes are high for Djuiko, a mother of five, who manages the shop on minimal sleep, staying connected to her clients’ inquiries around the clock. Her husband, Jules-Valey Djouonda, recently left his information technology job to assist in the salon’s management.
Djuiko’s journey from Cameroon to America began with a childhood passion for braiding, a skill she honed on her father’s long hair. In Minnesota, she initially faced cultural and textural challenges when auditioning for a spot at a braiding shop by working on a White person’s hair.
Since the viral TikTok video, Nadine’s Hair Braiding has faced some criticism, with users citing long wait times and inconsistencies in service. Djuiko, acknowledging the challenges, closed the shop briefly in October to address customer concerns and improve service quality.
Despite the pressures that come with success, Djuiko remains committed to the business. She dreams of finding a larger location to accommodate a growing clientele, acknowledging the unexpected challenges that accompany achieving one’s goals.
“I wished to be busy. I wished to be up there [at the top],” she said. “When you get there, you realize that it is a lot.”
