We were lucky to catch up with Destini French recently and have shared our conversation below.

Alright, Destini thanks for taking the time to share your stories and insights with us today. Let’s kick things off with talking about how you serve the underserved, because in our view this is one of the most important things the small business community does for society – by serving those who the giant corporations ignore, small business helps create a more inclusive and just world for all of us.

Cultured Roots MT was born out of need! The need to feel seen, served, heard, and represented. Being able to have your hair done in America shouldn’t be a luxury but if you are a person with curly or coily hair, it can feel like a luxury service because of the lack of service providers. I began Cultured Roots MT because when I came to Montana as a black woman, I quickly realized that there was no salon for me to go to where I would not get met with “we don’t know how to your hair” gaze. I taught myself how to braid my own hair and that quickly spiraled into others asking where I got my hair done. As time went on, I realized the need for others to be able to come to a place where they are met with a big smile and a big “we understand what you’re going through and we got you.”

Providing a welcoming and inclusive space for everyone, no matter the color of their skin or curl pattern on their head is my mission. That is how I promote diversity, equality, and representation in the beauty industry. My business not only offers essential haircare services and education, but also fosters a sense of belonging and empowerment for individuals who may have previously felt marginalized and/or excluded.

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

I am the proud owner and operator of Cultured Roots MT, a hair salon based in Bozeman, MT. After experiencing a career-ending injury that cut short my basketball journey, I taught myself how to braid my own hair because I couldn’t find any hair services in the area. Over time, this sparked my interest in the hair and makeup industry.

In 2018, I began my journey to open Cultured Roots MT, and in 2020, I made the courageous decision to quit my full-time job and pursue cosmetology school. As the owner of Cultured Roots, I take pride in my ability to make every client feel great about themselves and provide them with the latest trends and styles.

What sets me apart is not only my expertise and skills in hair styling but also my genuine passion for making people feel good about themselves. My personal journey and dedication to learning demonstrate my commitment to providing exceptional service and staying ahead of the curve.

Potential clients should know that when they choose Cultured Roots MT, they are choosing a stylist who is driven, knowledgeable, and dedicated to delivering excellent results. Whether it’s through a curly haircut, stylish braids, or any other hair service, I strive to create a positive and uplifting experience for each individual who sits in my chair.

I love my job cause it found me and I am proud to be the owner and operator of Cultured Roots MT.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

I call it my accidental passion because my side hustle turned into a full blown career and the journey has been both challenging and rewarding. Moving from Los Angeles to Bozeman, MT, I knew that it would be a transition and a culture shock, but I did not think about the lack of cultural support like having someone to do my hair. I decided to teach myself how to do my own hair and that spiraled into a passion for learning and doing other’s hair! Meeting others that had the same struggle made me realize that my side hustle has to expand and that demand allowed me to quit my 9-5 and sign up for cosmetology school.

Today, my side hustle has transformed into a thriving business that serves the BIPOC community and the underserved communities all across Montana. Cultured Roots is expanding and growing and has built quite the community of clientele and support! This journey from a side hustle to a successful career has been a testament to my perseverance, adaptability, and commitment to turning my passion into a profession.

Let’s talk about resilience next – do you have a story you can share with us?

At the young age of 22 years old, I found myself taking care of my mother who has Alzheimer’s disease. The responsibilities of being her primary caregiver were immense, requiring high levels of patience, compassion, and resilience. Despite the emotional and physical toll, I had no other choice but to provide her with the best care and support she deserved.

In the midst of being her caregiver, I embarked on a new journey by starting my own business. Balancing the demands of caregiving with the entrepreneurial venture was no easy feat, but it is a testament to my resilience and determination. I was starting Cultured Roots MT in the same house that I was taking care of my mom and so often she was a part of my business, greeting the clients with her smile and stories. The blend of my personal and professional responsibilities is the foundation to my career and a symbol of my journey.

The experience taught me valuable lessons in time management, prioritization, and adaptability. It reinforced my belief in the power of perseverance and the ability to overcome challenges with resilience. Every small step I took in building my business was fueled by the love and strength I drew from caring for my mom. The experience shaped me into a stronger individual, capable of navigating adversity with grace.

Contact Info:

• Website: www.culturedrootsmt.com
• Instagram: @cultured.rootsmt

Image Credits
LeannajoyPhotography Jesse @ WildAlchemyPhoto MaddieNicholePhoto