We recently connected with Davieon Armstrong and have shared our conversation below.

Hi Davieon, thanks for joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

As the founder of HairbyStJames, one of the key things that sets us apart from the industry standard is our deep focus on personalized care and holistic wellness. Unlike many in the beauty industry who focus solely on outward appearance, we believe that healthy hair starts from within. We don’t just offer services or products, we craft an experience that prioritizes both mental and physical well-being, ensuring our clients leave feeling renewed inside and out.

For example, one of our flagship products, the Hair by St. James Lace Tint Mousse, was born out of the desire to solve a common issue in the beauty world—finding a product that blends well with all skin tones without compromising the health of the hair underneath. This innovation came from truly listening to our clients, recognizing the gap in the market, and pushing past the generic approach of many larger brands.

What makes this approach matter is the strong sense of trust it builds. Clients know that when they come to us, they aren’t just getting a service—they’re getting customized solutions that reflect our dedication to their total hair health and personal identity. It’s this holistic, client-centered ethos that allows us to diverge from the industry’s more cookie-cutter approach.

Davieon, 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?

Certainly! My name is Davieon most people know me as Andie or Stjames , and I’m the founder and creative mind behind HairbyStJames. My journey into the beauty industry began with a deep passion for artistry and self-expression through hair care and styling. From a young age, I was drawn to how transformative a great hairstyle could be—not just in terms of looks, but in how it made people feel. Over the years, this passion turned into a profession, and I’ve been fortunate enough to build a business that reflects both my creativity and my desire to help others.

At HairbyStJames, we offer a wide range of services and products, from custom hairstyling, wig installation, and color treatments to our very own product line, including the Hair by St. James Lace Tint Mousse. This product, in particular, solves a common issue for women who wear lace wigs by offering a seamless blend with various skin tones while maintaining the integrity of their natural hair underneath.

We also pride ourselves on our beard oil and balm products, created to cater to men who care about grooming and natural hair care. These products have been carefully formulated to nourish, moisturize, and protect facial hair, giving it the care it deserves while promoting growth.

What sets HairbyStJames apart from others is our commitment to a holistic, client-first approach. We don’t just focus on the aesthetics; we look at the whole picture of hair health, well-being, and the confidence that comes from feeling good about yourself. I believe that each client’s journey is unique, so our services and products are tailored to fit individual needs, whether that’s recommending the right treatment for damaged hair or helping someone feel their best with a style that truly represents who they are.

I’m most proud of the trust and loyalty we’ve built with our clients. Many of them come to us not only because of the services we provide but because they know we genuinely care about their experience and results. Our goal is to make every client feel like the best version of themselves by offering high-quality services and products that enhance their natural beauty.

For those who are getting to know us for the first time, HairbyStJames is about more than just hair. We’re about confidence, empowerment, and community. Whether it’s through our products or our styling, we aim to create a space where everyone can feel seen, heard, and valued. We want potential clients to know that when they come to us, they can expect a personalized, attentive experience where their needs are met with creativity, care, and expertise.

We’d love to hear the story of how you built up your social media audience?

Building my audience on social media has been a journey of patience, creativity, and consistency. When I first started HairbyStJames, I knew that social media was a powerful tool to connect with potential clients and showcase my work, but it wasn’t always easy. I began by focusing on platforms like Instagram and Facebook, where I could visually showcase my hair transformations, product launches, and client testimonials. What really helped me grow was consistently posting quality content and engaging with my audience in a meaningful way.

I made it a point to share not just my work, but also educational content—whether it was tips on how to care for natural hair, tutorials on how to use my products like the Slixx edge control , or behind-the-scenes moments of my creative process. This built trust and demonstrated my expertise. Clients loved feeling like they were part of the journey, and it helped humanize my brand. Additionally, I collaborated with other local creatives and influencers, which expanded my reach organically.

For anyone just starting to build their social media presence, here’s my advice:

1. Be consistent: Posting regularly keeps your brand visible. Even if you’re starting small, showing up frequently helps you stay top-of-mind.

2. Provide value: Share your knowledge, tips, and insights. It’s not just about selling—people will follow you if they feel they’re learning something from your content.

3. Engage with your audience Social media is a two-way street. Reply to comments, ask questions, and build genuine relationships with your followers.

4. Show your personality Don’t be afraid to let your audience see who you are behind the business. People connect with authenticity.

5. Collaborate: Partner with influencers, other small businesses, or clients who can help introduce your work to a wider audience. Networking can open many doors.

The key to growing an audience is balancing content that promotes your services with content that engages your followers and provides value. It takes time, but every follower you gain becomes part of your community, which ultimately leads to more loyal clients.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One lesson I had to unlearn was the belief that “success comes from working non-stop.” Early in my career, I thought the only way to achieve my goals with HairbyStJames was to hustle every hour of the day, constantly saying “yes” to every opportunity, and putting in long, grueling hours. I equated working hard with working non-stop, believing that if I wasn’t grinding all the time, I wasn’t doing enough to succeed.

The backstory is that, as a small business owner, I often felt the pressure to prove myself in a competitive industry. Whether it was back-to-back client appointments, promoting my products, or handling social media, I was constantly working. Eventually, this mindset took a toll on my mental and physical health. I was burnt out, stressed, and felt like I was running on empty. My creativity was suffering, and I wasn’t delivering the best experience for my clients, which is what I truly care about.

I had to unlearn that working harder doesn’t always mean working smarter. I realized that rest, balance, and delegating tasks are essential to sustaining success and avoiding burnout. Once I started setting boundaries and focusing on quality over quantity, my work improved, my energy returned, and I could truly be present for my clients.

This shift also allowed me to be more strategic with my business, focusing on long-term growth and not just short-term gains. It was a tough lesson, but one I’m grateful for because it’s allowed me to sustain both my passion and my business in a healthier, more fulfilling way.

Contact Info:

• Website: https://WWW.HAIRBYSTJAMES.COM
• Instagram: Hairbystjames
• Facebook: Hairbystjames
• Twitter: Hairbystjames
• Youtube: Hairbystjames

Image Credits

Photographer Jora Enge -Joraengevisuals