Alright – so today we’ve got the honor of introducing you to Jo DeSerio Jones. We think you’ll enjoy our conversation, we’ve shared it below.

Jo, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?

As a kid, I hated my curly hair and I always struggled with it because no one seemed to know how to manage it. So from high school on, I was determined to become a hairstylist so I could get rid of it. I was a tomboy, so this was definitely an unexpected path for me. Maybe it was the artist in me.

Little did I know that, with the help of modern hair products and my own vision of how it should be cut, I would eventually learn to love and embrace it and eventually become a curl specialist.

After 25 years in South Florida, I moved across the country to Portland, Oregon in 2018 and had to rebuild my clientele from scratch. This was a bit scary, but thankfully, the great reviews I had earned helped my business grow quickly. Then during the pandemic, when everything shifted online, I decided to create a virtual course to teach other stylists the techniques and business strategies that helped my own career accelerate and thrive. Since my business had taken off and the feedback was incredible, I realized I had something worth sharing. Right?

So, in 2021, Curlcraft® Education was born.

The Curlcraft® online certification program covers my cutting methods developed over years of experience, simple and effective styling techniques, and business practices I learned from my coach. It also includes a listing on our stylist locator map and certificate upon completion. I had seen such incredible results that I felt compelled to share what I knew. More importantly, I could help curly-haired people around the world avoid the struggles I experienced. It truly felt like a win-win.
My motto became: helping curly haired people everywhere, through their stylists!

Today, Curlcraft® has students and certified stylists around the world, including Singapore, Latvia, the United Kingdom, Australia, Canada, Israel, Mongolia, Saudi Arabia, the Czech Republic, Sweden, Belgium, Germany, the Netherlands, Bahrain, the United Arab Emirates, and the United States. It has been an incredibly rewarding journey, and I am grateful to be helping others.

Jo, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m a lifetime student with a collected education and a holistic curly hair sculptor.

After years of struggling with my own curls, I began dry cutting my own hair 30 years ago. By addressing and carving only the areas that truly needed attention, I consistently achieved great results and always got compliments on my hair. It became a very organic process of responding to what I was seeing and what was necessary, rather than working on the entire head every time. I could build volume where I wanted it and reduce it where I did not. I was cutting according to what the hair needed, not necessarily cutting everything evenly. This level of personalization was a game changer for both me and my clients.

I was originally trained in precision haircutting, where everything is meant to be exact and perfectly uniform. Unfortunately, these practices don’t work for curly hair because curl patterns and textures vary so much. It goes beyond just cutting for me though. When working with a new client, I focus on more than just haircutting or styling. I also provide the education they need to succeed at home. This is a crucial component and something our industry has often fallen short on over the years.

I am proud of myself for pursuing this path and bringing it to life, especially for not giving up when it became challenging. I had to learn a lot of new things to get me there, but the positive reviews and feedback have made it all worthwhile. It truly is a labor of love.

Student Ilva from Latvia shares:
“Since I finished the course, my clientele has grown so much that I already have a three month waiting list. Clients come back very happy, knowing their hairdresser understands how to work with their hair, and they trust me. Thank you so much. Since I own a salon, my clientele has continued to grow. I cannot thank you enough for all the information you shared in your course. Clients are coming from all over Europe just to get their hair done.”

We’d love to hear a story of resilience from your journey.

I like to think that I have always been a resilient person, and determination is one of my strongest features and favorite qualities about myself.

Moving across country and starting my business all over was definitely a test of my resilience and determination. I’ve said it before and will say it again, nothing ventured, nothing gained! My father used to say, “when you get an idea in that head of yours…”. Apparently, I have always been this way. I can definitely see how having a determined child who wouldn’t take no for an answer could seem like a handful, but I will say that my drive and determination is my favorite quality about myself. I also know that the things I’ve achieved from this determination are the things that made him most proud. Deep down I know he appreciated that in me as well.

That being said, I packed up life and moved across the country, walking away from a 25-year clientele, and never looked back. I worked hard and my business was thriving from day one! I wanted it and went after it.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

A friend once said, “If you don’t ask, the answer will always be no”.
That really resonated with me, and I’ve embraced that motto and continue to go after the things I want in life. It not about actually asking, but about taking chances. Like giving myself for permission to do something. I no longer wonder, what if? It’s more like, what if I don’t?

Embracing this new mindset, I continue planning my next adventure in life. The past was beautiful in its time, but I don’t think I’m meant to live there forever, and I won’t let “what if” hold me back.

Contact Info:

• Website: https://www.curlcrafteducation.com
• Instagram: https://www.instagram.com/curlcraft_education/
• Linkedin: https://www.linkedin.com/in/jodeseriojones/

Image Credits

myself