We caught up with the brilliant and insightful Katie Gaw a few weeks ago and have shared our conversation below.

Katie, thanks for taking the time to share your stories with us today The first dollar your business earns is always special and we’d love to hear how your brand made its first dollar of revenue.

Well I’ll start with how I got my first curly client since that what I specialize in now and what shaped the way I approach my career now.

I was working at a commission salon which essentially means you make a commission of your service ticket- a W-2 employee. So it is just amazing to look back and think that she happened to show up on my books that day at that time, ya know?

She sat down with this beautiful aura about her. The kind of smile and giddiness about a person that just makes you feel the same way. She made me feel so at ease even though I was sweating bullets (can I say that?). Anyway, back in 2012 when I was in school they did not teach us anything about curly hair. They obviously taught us that people had it, but that was as far as it went.

I told her that I had no idea what I was doing and she was way better off going somewhere else. She laughed and I laughed, starting to relax a bit now. She proceeded to tell me about all the trauma surrounding her experiences in the salon and that there was nothing I could do that hasn’t happened before. We talked more about life, about her expectations, her hair, etc. then I started to cut and she HELPED ME! I mean WHAT?! She literally helped. I remember her telling me that she’s cut her hair plenty of times and that really it’s not that serious. It’s like I was relearning everything I was taught in school, but in a new light. By someone who didn’t even “know” hair.

When she was done she told me it was probably one of the top haircuts she’s ever had (at the time) and that I should really hone in on my craft. So I took it and ran.

Katie, 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 curly hairstylist in Dayton, Ohio and had been behind the chair since 2013. I went to college for 3 years studying psychology and social work before I realized there was no way I could do that and not cry myself to sleep every night. I wear my heart on my sleeve and want to take care of everyone, but also want immediate gratification. At last, I did what every smart adult does and dropped out. It was actually my husband’s idea that I enroll in cosmetology school since I was the one my family was always looking to for help in that department! If not for him, I wouldn’t be here. I’d be stuck in corporate America bored out of my mind!

I help curly clients take back their power by embracing their natural hair. Helping and teaching them to love and accept their curls just as they are. I work with them to cut (sometimes color) and learn to style their hair in a way that fits their lifestyle. Working with moms of kids who have curly hair, bi-racial women, men, parents of pre-teens needing help teaching their kids to take care of themselves, older women who have never learned to love their hair because “back in the day” they were always looked down upon.

I guess you can say I use a lot of what I learned in college to give my clients more than “just a haircut.” Because in all honesty, thats what my first client taught me. People want to be heard and seen.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

When it comes to the beauty industry like I said, to me it’s more than “just a haircut.” Keeping up with my clientele is difficult since I only see them 1-3 times a year so I try to connect with them on social media and email updates!

I reach out to everyone after their appointment, once I know they have styled their hair themselves, to check and see how it went and troubleshoot with them if needed. Taking certain days off allows me to come in if I need to adjust anything for someone. I also make notes about upcoming events like bat mitzvahs, graduations, and weddings to reach out and send cards or texts (depending on the age/event).

I’m always evolving how I can serve my guests better especially because I don’t see them often, I want them to feel special each and every time they come in but also making sure I’m not robotic! There’s a time and place for automation and nurturing clientele is not that place.

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

Social media. On all fronts. From Instagram all the way to Google My Business (reviews). Not being afraid to ask questions and get honest feedback, being open to constructive criticism. Actually listening to clients, not just the end result but the entire picture. No pun intended.

When you become my client you have become like my little sister (or brother) now and I have to take care of you. I am the oldest sibling after all… lol!

But seriously. even though social media is draining once you find a rhythm and work on it with intention it becomes so much easier and less of a chore. You’ll check it off the list during your admin day and be done. Put in the work and the rest will follow!

Contact Info:

• Website: https://www.katiegaw.com
• Instagram: https://www.instagram.com/katiegaw.hair/
• Facebook: https://www.facebook.com/kgawhair

Image Credits
Brie Moore IG: @feedcreativephoto