We caught up with the brilliant and insightful Justina Nwachukwu Vella a few weeks ago and have shared our conversation below.

Hi Justina, thanks for joining us today. What can you share with us about the story behind how you found your key vendors?

When it came to sourcing hair for my brand, I knew I had to get it right. Quality has always been non-negotiable for me, especially when building something that represents my name. Finding the right vendor for my hair extensions business was one of the most intense and hardest parts of building my brand. Initially, I’ve been searching since 2020 for my suppliers. I relied on referrals and online research but the quality was inconsistent and not what I wanted to sell. I knew I couldn’t build a premium brand with unreliable suppliers, so I took a leap of faith and booked a solo trip to Vietnam to meet manufacturers in person. I knew I couldn’t continue to sell products I didn’t fully believe in. That trip changed everything. I came back with better quality hair, direct relationships, and a new level of confidence in my brand.

I spent days visiting factories, inspecting hair myself, asking hard questions, and building face-to-face relationships. The supplier I found was almost like a mentor and a friend. Guiding me through the products. They understood my requirements which led to partnering with a vendor who understood my standards and vision. I believe they made the deal with me because they saw I was serious, prepared, and passionate about long-term growth, not just short-term profits.

I’m not just selling hair. I’m offering peace of mind. I’ve done the legwork so my clients don’t have to worry about the stress that often comes with buying extensions. They know they’re getting quality, consistency, and a brand that truly cares. It was a leap of faith, but it taught me that sometimes you have to leave your comfort zone to get the results you’re after. Whether that’s traveling halfway across the world or simply choosing to go all in on your vision.

What I would do differently? I would’ve visited in person much sooner. I would have saved so much money! It taught me that no matter how digital the world is, real relationships build better business. Being physically present created a level of trust that emails never could. My advice is don’t settle! Vet your vendors like you’re hiring a team member, because they’re a huge part of your brand’s reputation.

Justina, 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?

I’m a global hairstylist from London, serving clients across the world. What started as a love for hair almost an obsession for hair has grown into a purpose-driven business rooted in creativity, faith, and making women feel truly seen through hair. As a Specialist in wig installs and bridal hairstyling, I use hair as a medium to express art, transforming not only appearances, but confidence

Through my brand, we offer premium raw and virgin hair extensions and wigs, delivering worldwide. My work is always tailored, always intentional, and always held to a high standard. That personalised touch is what sets me apart.

What sets my brand apart is my ability to create a personalised experience for each client. Having a loyal client base that trusts me with some of the most important moments in their lives is something I’ll never take for granted and beyond grateful for. It’s not just about the final look, it’s about how my clients feel when they leave my chair: confident, seen, and beautiful.

I’m proud of the growth of my business. From installing wigs in my from my bedroom and uni room in home city. To expanding into the bridal market, travel internationally for my clients, and gain recognition through features on major platforms like BET and Channel 5. My journey hasn’t been easy, It definitely the hardest thing I’ve ever done but every milestone reminds me why I started to create impact. For anyone discovering my brand, I want you to know this is more than just hair, it’s an experience. Rooted in quality, love for the craft, and a commitment to making every woman feel her best.

We’d love to hear a story of resilience from your journey.

There was a time where posting content honestly felt like a chore. I’d overthink everything from the way I sounded, whether the video was “aesthetic” enough, or if people would even care. The content creation game has changed so much. It’s not like before where you could post anything and people would engage. Now, it feels like you have to create a whole production just to get someone’s attention. Whilst running a business behind the scenes, i was very draining.

I’d film something and then leave it sitting in my drafts for hours, sometimes days or weeks. I was scared the content wasn’t good enough, and deep down, scared of really being seen. There were so many moments I felt like giving up. It felt easier to stay quiet than to risk putting myself out there and getting nothing back.

But I reached a point where I realised: people only connect with what they feel familiar with. If no one knows me, how can they support me? I had to shift from thinking of content as just marketing, and start thinking of it as storytelling and community. I began posting more intentionally even when I was nervous and when I wasn’t sure how it would be received.

Funny enough, the content I debated posting the most the ones that felt a little too honest, a little too real—those are the ones that people connected with the most. That’s when things started to shift. People started reaching out, bookings came in, and slowly, I started to be recognised not just for what I do, but for who I am.

That season taught me a lot about resilience. Not just in business, but in showing up for myself—consistently and authentically. And every time someone says, “I found you through your videos,” it reminds me that the things I was once scared to share are exactly what made the difference.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

I’m a big believer in learning from other business founders. I find so much value in listening to women like Emma Grede, Olamide Olowe (Topicals), Aimee Smale (Odd Muse), and Grace Beverley. Hearing how they built their brands while staying true to themselves gives me both motivation and practical insight into how I approach my own journey.

One of my go-to listens is Diary of a CEO by Steven Bartlett, it always challenges how I think about leadership and growth. Gary Vee’s no excuse and direct advice reminds me to show up online consistently, not overthink and document the journey, not just the wins. As people love watching the growth as it shows relatability.

Books have also shaped how I approach life and business. The Bible is a constant source of wisdom for me spiritually and practically. How to Win Friends and Influence People by Dale Carnegie taught me the importance of building genuine relationships in business. It’s helped me connect with clients and collaborators on a deeper level.

I also love Let’s Try This Again by B. Simone. It’s honest, empowering, and so relatable for women navigating entrepreneurship and healing. She shares her journey with so much transparency. It reminds me that growth and grace can exist together. I’ve learnt to give yourself grace while still going after your dreams.

Contact Info:

• Website: https://Www.jvwigs.com
• Instagram: https://www.instagram.com/jvwigs_
• Other: https://www.instagram.com/jvbridal_

Image Credits

@derustudios
@cjdreamzs