We recently connected with Ashley English and have shared our conversation below.

Ashley, appreciate you joining us today. Let’s start with a story that highlights an important way in which your brand diverges from the industry standard.

When it comes to Locs, I don’t believe there is an actual standard. If I’m being honest, Locs are not meant to meet any standard. With locs/dreads, whatever you want to call them, the whole point, the whole purpose is to embrace self and its natural form: without restrictions, without limits! I have seen people wear their locs many ways be it Microlocs, sister locs, comb coils, wick locs, Congo Locs, or traditional and I tell all of my customers the same thing: your journey, your way. One thing I love about dreadlocs is, there is no right or wrong way to wear them. It’s all about you and your character. Now there are some people that will say if you color your locs you’re not doing it the right way. If you wear extensions, they’re not real or if you cut them, you have broken the bond. There’s so many regulations but the one thing that I do stand firm on in my salon is that it’s your way. As long as whatever you’re asking me to do does not go against the integrity of the hair meaning you are not asking me to do something that is going to damage your hair or cause your hair to fall out then you and I can have a conversation about it and get you what you need and what you seek. My first priority is my clients and their hair. Sometimes we have people that come in on a spiritual journey. We have people that come in because they have reached the end of the line and they feel that this is the last resort before they shave their heads. We have some people that are searching for something more than what they’ve been getting and they feel like starting a loc journey will get them what they’re searching for. My job is to get them to whatever it is that they are searching for and watching them go on that journey. It’s why I wake up every day. Sometimes it’s bigger than just hair and it’s my job to know the difference.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

If you have not heard about Infinity Locs, the one thing I will let you know is that we are absolutely different lol. We are a place created for the other guy. My salon is for the outcasts. My salon is for the people who have been searching for good customer service, and a good stylist and have failed. My shop is about making things align and getting it right. I have so many people that come to me simply because they went somewhere else and they were treated poorly or they didn’t receive quality service or a mistake has occurred and they need someone who’s willing to stand on the ledge and fix it, and not just tell them to cut their hair off. I believe in soul ties and connections, and I like to think that everything that comes through my door was on purpose not by accident. So for us, here at Infinity Locs, when you walk in the door, you were meant to be here. We’re just trying to connect the dots and find out why . We provide all services from starter locs, re-twist, braids, two strands, and extensions. I do African-American hair. I do Caucasian hair. I do Hispanic hair. I am across the board. If it is a loc, I can handle it. People come to my shop because it’s like going to your crazy aunties house. It’s fun. It’s home! It’s comfortable! All are welcome and there’s always something going on. The inside joke is don’t let us affect your Google review. It’s true what you read were absolutely amazing. However the part they left out is that we crazy but I promise you your hair will be Slayed lol. I have been in the industry now going on five years. I just completed my first year in business on my own, in my own salon and it has been one of the most amazing experiences of my life. I did not think I would be able to do this. I still wake up every day and come in to my shop and just say wow I can’t believe this is mine and I’m doing it. It brings me joy to hear that people love my shop or think that we are amazing and have wonderful customer service. It means I’m doing my job effectively. I have had some amazing teachers along the way and I’ve paid for some beautiful classes over the years to make sure my craft was on point and always top notch so to finally see all that hard work, commitment and dedication coming together for the greater good; it blows my mind every time. I could not ask for a better team of people they all have their own individual personalities and they bring something to the shop every day that we open. It is absolutely noticeable if Miss T is not in the building or if Alaija is not in the building or if Whitley is not in the building. And everybody knows if KJ’s not in the building singing Betty Wright and walking around with a cape and a microphone you missed out on the vibe. My shop is a place of joy. My shop is a place of peace. It’s a place of safety I even have automatic locks on my doors so that once you’re in your in and whatever is out is out. We control what is allowed to come in here so it can be a place of protection, a place of refuge and we’re here to stay. We’re locked in forever, which is how I came up with Infinity Locs.

What’s been the most effective strategy for growing your clientele?

My most effective strategy in building my clientele will forever and always be word of mouth advertising. Most of the clients that I have come from word of mouth meaning someone came here and left and told someone about us or my team and myself have gone out passed out business cards, passed out flyers at the mall, at the grocery store, at the gas station, at the car wash! Word-of-mouth has absolutely taken my business to the next level. Outside of word of mouth advertising, Customer service has taken my business to the next level. Something as simple as making sure I’m on time for an appointment or that I called to let someone know that there is a delay in their appointment or that I greet everyone that comes through my door and say goodbye to everyone that leaves. Not to sound cliché, but knowing everybody’s name when they come through the door even if they’re not my direct client. Remembering what they tell me, understanding their stories, and actually providing a listening ear, treating people like people and not a price tag or another dollar bill made. I’m calling them clients for this article but everybody that comes here knows that we are family. Another strategy that has taken my business to the next level which most people say I’m crazy for is the 24 hour access to me. Even though my business is closed, my clients can text me or call me at any time and as soon as I see the message or a soon as I get the call, they will receive a response, I don’t get tired no days off, no surrender, no retreat. No job too hard. I will get it done so much so that they are now referring to me as a loc mechanic. What they can’t or won’t do. Ms lovely will fix. It’s a hard title to carry but I give it 1000%. And then some.

How do you keep your team’s morale high?

When it comes down to team managing or building a team, let’s start from the beginning from the very beginning I’ve always tried to put like-minded people together. It is already hard to have a workplace of different characters, ages and speeds, but if you can manage to find people that have kindred spirits, people that understand the goal and genuinely can receive the vision. It makes it so much easier. My shop or salon, whatever you prefer to call us, is not a place of drama. We are like sisters. We do have our days were we may not see eye to eye but it never spills over into our work. Our clients never feel like we don’t love each other that’s just not the atmosphere that we’ve created at Infinity Locs. I also don’t have employees. I have fellow bosses. Each one of my ladies own their own business. So yea you came to Infinity Locs, however Infinity locs is the house that holds Ms T of Black Beauties Braid Therapy, Alaija of Loc’d & Laid and Whitley of Whitley Luv Stylez. We are unique and us collectively make Infinity Locs what it is. Anything I asked my stylist to do, I have already done before or I am willing to do that way no one feels like they are getting the short end of the stick. We are all one working and operating for the greater good of the shop.

Contact Info:

• Website: https://infinity-locs.square.site/
• Instagram: Infinity_Locz
• Facebook: https://www.facebook.com/infinitylocs?mibextid=LQQJ4d