We were lucky to catch up with Denise Torres recently and have shared our conversation below.
Denise, thanks for taking the time to share your stories with us today. Do you think folks should manage their own social media or hire a professional? What do you do?
I choose to do my own social media marketing because I can creatively illustrate my business story. I believe hiring a social media professional if you are not technically savvy in marketing is essential. Also, if you do not have the time and or writing is not your strength then outsource the person who is an expert. Business owners cannot exclusively rely solely on foot traffic to brick-and-mortar stores. Being noticed on social media brings more exposure. Designing a logo, branding your identity and distributing email campaigns to stay connected with your customer is all necessary to stay marketable. Collecting reviews from clients to spread credibility has leveraged my business as trustworthy. I have seen so many businesses fail because they’re not investing in the marketing aspect of the company. A website with informative content is imperative to show professionalism in any practice. If you’re also not familiar with how to use keywords and search engine optimization, then leave it to the experts.
Investing in marketing is not optional; it’s a necessity. Without it, you can’t expect to outshine your competitors. Recently I saw a book writer express on social media that they were disappointed they received terrible reviews. Commentators briefly surmised constructively to invest in an editor. When you provide quality, others will invest in your product or service.
WHAT HELPED YOU BUILD YOUR REPUTATION WITHIN THE MARKET?
Caring more about our customer’s interests than our pockets is where our success comes from. Honesty and listening to customers’ needs, wants, and desires in a lovingly warm style are fundamental. If our customers look good, so do we. Redirecting the customer from an outdated hair style to a modern appearance requires love and tactfulness. This is how we uphold our reputation and sets us apart.
WHAT SETS YOU APART FROM OTHERS
Our google review speaks for itself. Sincerity sets New York Wig Boutique apart from others. We don’t push the sale, we allow the wig to sell itself. Most customers are shocked when I share that I may not have hair loss, but I, too, wear wigs because I look better from head to toe on unmanageable hair days to uplift my spirit. Building relationships with customers allows a friendlier atmosphere to shop comfortably without pressure.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?
HOW I GOT INTO THE BUSINESS INDUSTRY.
While in college, I worked at a wig store inside the mall. I discovered that the hair was the absolute masterpiece to the eye. As I saw the transformation of how the customer looked and felt, I started expanding my wardrobe with wigs instead of shoes. The wig was my safety net when I felt unattractive on unmanageable hair days. Wearing the wig left me feeling self-assured of my image, as if I just left the beauty salon.
A few years after graduating with a BA in business computer information systems and working in the corporate world in NYC, I decided to work for myself. In February of 2000, I established the New York Wig Boutique in Levittown. Exploring various careers helped me return to my passion in the wig fashion industry. The business beauty industry was the unforeseen perfect match for me. Being creative with my appearance by adding accessories to my wardrobe, a nice belt, fun jewelry, purse, shoes and then wigs was the icing to my career.
Changing up your look without it being permanent is priceless. My friends and family don’t even know when I wear a wig or have a short haircut because I constantly change my appearance. Of course, I occasionally get, “why did you cut your hair?” Or blonde isn’t your color. But I kindly respond, “why not? It grows back?” Or I fake my confidence and say, “I like it, and I’m wearing pink next time.” Meaning my personal opinion of myself is more important. We don’t have to agree on fashion politics, so why should we debate my hair style? How does my hair affect their life? Exactly, It doesn’t. Therefore, continue to enjoy your hats, wigs and hair extensions.
WHAT PRODUCTS AND SERVICES AND CREATIVE WORK DO I PROVIDE
Our business specializes in making customers feel radiant with a synthetic or human hair wig, topper, hair extension, or hairpiece. Adding a simple clip in bangs can fundamentally change how you feel throughout the day. Or adding a simple messy hair bun to your hair, mentally sets the mood for how you feel about yourself. If you have a special event, hair loss, alopecia, bariatric hair loss, trichotillomania, or chemotherapy we have the solution for you. We can’t wait to meet your needs.
How many people have several different flat irons or curling irons? Each gives you a different look you’re trying to achieve. Or perhaps you’re simple and don’t spend much time doing your hair or nails. But then you discover the magic of lip gloss, and you feel better. The wig is the same way. One slight change can make a big difference. Wigs are a way to express yourself. It demonstrates that you took the time to look good in seconds. Just remember it’s simply another accessory to your wardrobe. Dress for the occasion and feel confident because you took the time to pay attention to yourself by your appearance.
WHAT PROBLEMS DO I SOLVE FOR MY CLIENT
I explain hair and makeup are arts of expression, just like lip gloss. Apply it and feel attractive. Are you a diva mom with long balayage hair or a sophisticated lady with a short classic hairstyle? Are you bold, confident, and fearless? Whatever you’re expressing, it’s noticeable. Then other clients have colorful hair and like to make a statement. Your appearance says it all. Some customers are not into beauty or desiring attention of any sort but still need a wig. I just welcome them to the world of beauty as if it’s never too late to start.
There is a story behind every wig. Customers share, “I inherited my mother’s genes of hair loss. Medication has made my hair thin.” I have even heard, “I cut my hair because I was angry with my husband.” Or, “I fried my hair, bleaching it blonde.” Sometimes, it’s best to leave it to the professionals. When you think you’re saving money, sometimes you end up spending more. I also have clients that come in saying, “I need human hair clip-in extensions for my wedding. I am going on vacation and don’t want to fight humidity.” Wigs do not have to have a negative connotation that you are undergoing chemotherapy or have hair loss. Simply tell people it’s for fun. If you don’t make a big deal, neither will others.
At the end of my hair service, my customers understand that a wig is not that serious. I help customers break the lies they believe about wigs. My customers leave my store feeling like a celebrity or a model in InStyle magazine. So get your camera ready. For those of you who don’t like selfies, that’s ok; just take them for your point of reference. Eventually, we hope you will love taking pictures.
WHAT I’M MOST PROUD OF
I have over 20 successful years as a mother-daughter business of making a difference in people’s lives, and they love to share it on google. Building continued relationships and seeing the progression from when they first walked into my store fearfully to now collecting wigs as part of their daily wardrobe is rewarding. Change is progress for me.
WHAT I WANT POTENTIAL WIG CLIENTS TO KNOW ABOUT ME.
I want others to know about my inner life as an imperfect Christian with my self-published memoir; to inspire women about how I overcame insecurities and walk in boldness. I may not be scared to wear a wig, but I had other fears to persevere through. It is so important not to feel stuck. The only way to overcome fear is to change your thoughts and negative words.
My memoir, “Eloped the Mental Hospital with the Whisper of God’s Voice” available on Amazon and online Barnes and Noble, leaves the readers in suspense about the main character falsely accused of suicide. Does she truly need to be admitted into a mental hospital? What demons was she battling internally and how she coped without medication when sleep deprivation hijacks her brain through this catastrophic string of events. Life sometimes doesn’t allow your brain to shut off and recharge. Our struggles build character. Most importantly, the book is meant to encourage others to say thank you to life’s challenges to be a vessel to encourage others.
I am working on my next book, Get out of my hair! Break the stigma and embrace the wig. I want to break all stigmas behind our thoughts that hold us back from enhancing how we look without being judged. Of course, someone may judge if we go over the top with our hair or nails. Everything needs to be in moderation, tastefully. Follow my blogs on ChicWigBoutique.com or denisetorres.org.
TELL US A STORY OR JOURNEY THAT ILLUSTRATES RESILIENCE
I didn’t give up on my business when my profit margins began to decline. I strategized a solution to improve the business by educating myself in this new evolving marketing technology. I temporarily closed the business to reinvent myself and never imagined I would return to the exact location I left, making it even stronger than before. Seven years later, I self-published a book to reinvent myself again while still marketing Wig Boutique content, creating reels, and blogging about how to stay beautifully confident while overcoming challenges. Just like any long marriage or relationship, there is always something new you can learn. Dig deeper and be ignited. I believe we are wired to be mentally evolving everyday to avoid feeling stuck. I try to stay out of my comfort zone and challenge my fears.
TELL US WHEN YOU HAD TO PIVOT YOUR BUSINESS CAREER IN LIFE.
Wig Boutique blessed me with fifteen years of consistent success, but eventually, financial instability began to consume the business. I sent the building manager my one-month notice that I would be closing my doors. I thought it was time to move onto a new location. I had informed all my customers I’m temporarily closing until I find a new location. I had to regroup, recharge and reinvent myself quickly. I was going through a painful divorce at the same time. I felt as if everything I knew so well was all collapsing all at once.
I temporarily worked at the Elizabeth Arden Red Door Spa until I was in a position to relaunch Wig Boutique again. I was making $10 hour plus tips as a nail technician. I felt like I was back in high school. Being a manicurist was what I was familiar with from my past. I went to my local library to find an html programming book for dummies to redesign my website. The librarian recommended the small Business Development Center (SBDC) at Farmingdale University. I thought I would be enrolling in a course. I didn’t realize the SBDC is a free resource funded by the federal government to help small businesses within the United States to scale up. I met with the business consultant and she inspired me to write amazing flirty content and design my website more personable. I learned how to optimize my website for mobile devices using my GoDaddy account. I did my own Search Engine Optimization (SEO) and produced long and valuable content to generate keywords that drive traffic to my site. I learned to develop blog articles that would inspire others.
I was blessed again to have the opportunity to remarry Wig Boutique and fall in love with my retail store all over again. I felt rejuvenated and stimulated every day as I worked on new marketing strategies. Rediscovering my latent capabilities and reinventing myself with new skills to grow my store allowed me to feel so accomplished. I had underestimated myself for many years.
Just when I thought I knew the wig business inside out, I discovered a new target market I never reached before. I learned about my customer’s Trichotillomania Syndrome and I also discovered a Bariatric Support Group. Trichotillomania is hair pulling, skin picking and or nail biting used to self soothe the nervous system. These are habits that are not easy to break free from. Bariatric surgery facilitates weight loss, sometimes causing hair loss as a side effect. This occurs because of the body’s response to surgery, altered diet and quick weight loss. I feel so blessed to be able to deliver hair solutions for most women’s challenging circumstances. I love makeovers because my life reflects that every single day. Changing my life, my hair and my wardrobe inspires me to wake up in the morning. I don’t suffer from hair loss but on some days, I’m pretty disappointed with my appearance. When I wear a wig, all that changes. I am able to fake my confidence with my renewed appearance. I may be fake on the outside but I know I’m real on the inside.
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
After being a people pleaser for so many years, starving for affirmation- I finally learned to have my own self approval. I had to break the lies I used to tell myself regarding my self-image. We are our own worst critic. Now I ask customers to give me three physical features and adjectives they like about themselves. Please compliment yourself daily to rid the old distorted image? Self-esteem and polished appearance exudes confidence. Allow your interior beauty to reflect your exterior.
Contact Info:
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Website: https://www.ChicWigBoutique.
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Instagram: https://www.instagram.com/
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Facebook: https://www.facebook.com/WigBo
utiqueChic -
Yelp: https://www.yelp.com/biz/chic-
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Other: https://www.denisetorres.org