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

Alright, Latoya thanks for taking the time to share your stories and insights with us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

Ruth N Rae, LLC is certainly a home grown company. Conceived during the pandemic, my mission has always been is to empower, encourage and enhance the beauty that lies within each person who walks through the door.

The story behind the mission is a simple one. As a stylist and manager working behind the chair in the beauty industry, I have had the opportunity to meet and service hundreds of people. From these clients, I very quickly became aware of the therapeutic experience that is also called a “hair appointment.” Individuals from all walks of life would sit and open up in the most genuine way while receiving their hair services, and I realized that my words and more importantly my listening ear was just as important to the beauty experience as my technical skills.

As a person who has had my own self love and acceptance journey, it is incredibly important for me to uplift, encourage and empower every person who sits in my chair, because I know what negative self imagery feels like. Beauty starts from within and radiates from there, so in my own way, my mission is to help each client recognize that and maybe begin to reach into that place to find their love, joy and light. The mission is a holistic approach to beauty; walk out with incredible hair and a little more love for one’s self and one’s journey.

Latoya, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Latoya Watford and I have been a licensed cosmetologist for approximately 13 years. As a person who has always loved all things beauty, I got into this industry “by accident.” I graduated from East Carolina University in 2008 during the height of “the great recession.” While waiting for an opportunity to land my “dream job” I decided to learn a trade as a backup plan. Cosmetology was what I chose (I actually think that cosmetology chose me) and it has completely changed my life. Twenty -something year old me walking into my first day of cosmetology school would have never guessed that I would be self employed and thriving in this profession.

I managed a corporate salon for many years, hiring and training dozens of cosmetologists and estheticians. I currently own my own salon studio where I specialize in hair extension artistry. I have been working with extensions for over 10 years and pride myself on seamless installations. Being certified in four different extension methods allows me to perform an highly customizable installation for a wide variety of hair types.

I pride myself on the client experience while in my chair. Honesty, professionalism and education are at the core of the client experience for me. My brand is rooted in empowerment, confidence and respect for each person’s own uniqueness and style.

What’s a lesson you had to unlearn and what’s the backstory?

A lesson I had to learn is that saying “no” is a valuable part of the client experience.

When I first got into the industry, saying “no” to a client seemed taboo, after all THEY are paying ME. I had client come in for a consultation and she wanted a permanent wave (perm), the only problem was that she had just gotten a relaxer. For context, perms and relaxers are both chemical hair services. One rearranges the hair bonds to make the hair curly (perms) and one rearranges the hair bonds to make the hair straight (relaxer). As the consultation continued, the client was very adamant that she wanted a perm and was willing to potentially damage her hair to get her curls back. In that moment, I had to make a decision. Could her hair survive the second chemical service? Maybe. Was it the best thing for her hair? NO! I explained to the client that I was not willing to risk the health of her hair, I said “no.” She was not happy, and said she would go to another stylist who would do what she was asking.

A few weeks later, the same client walked in and asked to speak with me. As I greeted her, I could see that her hair had been cut into a very short pixie. As we spoke, she explained that she found a stylist to do the perm for her but afterwards, her hair had broken off so badly that she had to cut if all off. She had come back to apologize for her behavior at our appointment and to say “thank you” to me for being honest with her.

That was the day that I unlearned saying “no”is bad. Most people will appreciate your honesty more than any other part of their experience.

Where do you think you get most of your clients from?

The best source of new clients for me have been, by far, my existing clients! In the service industry, word of mouth is the best marketing, which is why the client experience is just as important as your technical skills.   

Contact Info:

• Website: www.ruthnrae.com
• Instagram: @latoyadoeshair @ruthnrae
• Facebook: @ruthnraesalon

Image Credits
Phylicia Barr Photography