Nadine’s Hair Braiding in Bowie, Maryland, experiences a surge in business, propelled by innovative approaches and a viral TikTok video that captivated the online community.
Nadine Djuiko, an immigrant from Cameroon and the owner of the salon, implemented creative strategies by reducing prices and introducing a dual-stylist system, significantly cutting down the time required for braiding.
The turning point came when a satisfied client showcased her braids on TikTok, emphasizing the affordability and the remarkably short time spent in the salon chair.
Djuiko recalls the immediate impact: “We did her hair, and the next morning my phone rang 200 times. I received 200 phone calls. I had never received 50 calls a day since I opened my business. That day, I received 200 people calling me and [saying,] ‘I need the TikTok special.'”
The video quickly went viral, amassing a million views in a day and transforming Djuiko’s business landscape.
Her innovative use of multiple stylists per client revolutionized the traditional six-to-eight-hour hair braiding sessions, reducing them to as little as two-and-a-half hours. The combination of speed, quality, and affordability resonated with clients, drawing people from distant locations.
“People are coming from New York, Delaware, Pennsylvania, North Carolina, South Carolina. I don’t know if they are coming because they have some other things here to do, but some people told me they drive just to come and get their hair done and go back,” Djuiko revealed.
Responding to the overwhelming demand, Nadine’s Hair Braiding expanded its hours and operations, evolving from one storefront to three. Despite the growth, Djuiko envisions further improvements, citing the need for a larger space.
“I’m thinking about making it better. The issue we have now is the space… we need a larger space. I’m hoping that I can get a space in Bowie, a hall, where I can get at least 100 to 150 chairs,” she shared.
The salon, which initially operated from 8 a.m. to 5 p.m., has adjusted its hours to accommodate early-morning clients. Djuiko humorously notes the evolving schedule: “Officially, we are saying 4 a.m., but the truth is 3 a.m. because clients are there in the parking lot at 3 a.m.”
The transformative power of social media and innovative business strategies have not only elevated Nadine’s Hair Braiding but have also created a cultural hub drawing clientele from diverse regions.
