We were lucky to catch up with Lena Fleminger recently and have shared our conversation below.

Hi Lena, thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for Lena’s Wigs came from a deeply personal place. As a kid, I watched my mother navigate hair loss and wigs. She looked into so many options, and spent lots of money, but had a really hard time finding answers to all her questions. There was a lot of trial and error and the whole experience was disheartening.

When I was working with wigs years later as an adult, I assumed things had gotten better. But the more I explored the wig industry, the more I noticed how little good information was available to help women figure out what made sense for them. It wasn’t just about finding a wig—it was about addressing a profound need for education, transparency, and compassion.

In the early days, I was driven by two things: the emotional impact of hair loss and the artistry of wig-making. For many women, losing their hair is not just a cosmetic issue—it’s deeply tied to their sense of identity and self-worth. I wanted to create a space where women could feel truly understood, supported, and empowered during one of the most vulnerable times in their lives.

I also saw a significant gap in the industry. While there were plenty of wig sellers, few offered the level of customization, education, and client-centered care that I envisioned. Most wigs on the market were either mass-produced with little room for personalization or lacked the craftsmanship needed to look natural. I knew there was an opportunity to combine artistry with empathy, offering wigs that weren’t just products but transformative tools for restoring confidence.

What excited me most about this idea was the chance to disrupt the status quo. Wig-making is an art form, and I wanted to showcase its potential by creating bespoke wigs tailored to each client’s unique needs. This approach felt not only worthwhile but essential—there was an unmet need for high-quality wigs paired with exceptional customer care. Looking back, starting Lena’s Wigs was equal parts logic and heart.

Logically, I knew there was a demand for better solutions in the wig industry. Emotionally, I felt a deep calling to help women navigate the challenges of hair loss with dignity and grace.

Today, every wig we work on and every client we help reminds me why I started this journey.

Lena, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

I’m Lena, the founder of Lena’s Wigs. Before starting my business, I was planning to go to grad school to train to be a therapist, I chose a different path, but my work is still deeply rooted in empathy and the desire to help women.

At Lena’s Wigs, we create bespoke wigs that restore not just a client’s hair but their confidence. Our products are cranial prostheses, tailored for women undergoing chemotherapy, battling alopecia, or dealing with other forms of hair loss. We specialize in natural-looking, personalized wigs, offering services like custom hairlines, tailored caps, expert styling, and long-term support.

What sets us apart is our deeply client-centered approach. Each wig is handcrafted with attention to detail, ensuring it fits perfectly and looks seamless. We also offer comprehensive education to empower women with the knowledge they need to care for their wigs and make informed decisions. I’m proud of our commitment to transparency and the way we create a space where women feel supported, not just in finding a wig, but in navigating their journey with hair loss.

Have you ever had to pivot?

The pandemic forced a major pivot in my business. Before COVID, we didn’t offer online consultations or appointments—clients came to our store to shop in person. When the lockdowns hit, I knew it was pivot or close. I started offering virtual consultations and transitioning to appointment-only shopping.

To my surprise, sales soared, and customers preferred the privacy of one-on-one, personalized shopping. This shift allowed us to expand our client base nationally and internationally, and I’ve continued to grow our digital presence with influencers, blogs, and Instagram Lives.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Absolutely 100%. My mentor, Josh Hurewitz, and marketing strategist Rafael Mael transformed how I approach business growth, from managing staff to strategic planning. Josh’s insights on navigating change and Rafael’s expertise in intentional marketing have been game-changers for my business. My business, my employees, my clients, and my mental health are all better for it.

The first business book I ever read was Donald Miller’s book, “Building a StoryBrand: Clarify Your Message So Customers Will Listen.” And I find myself going back to it all the time. It’s such a smart resource and it really drives home the message that the customer is the hero of your business’s story, not you. People need to know how you can help them, not hear about how great you are!

I also read anything Jason Feifer, the business influencer and editor in chief of “Entrepreneur Magazine,” writes. I started following Jason on Instagram in 2019 when I saw him post the quote “It’s not failure, it’s data.” This is so deceptively simple while also being incredibly wise and affirming.

Around the time I read it, I had made some investments in my business that weren’t working because I wasn’t going down the right track. I was being really hard on myself about the situation, the wasted time and money were driving me nuts. Reading that quote caused a major perspective shift for me: we only grow through stretching ourselves and that can be uncomfortable, Ultimiately, everything you do and try teaches you something valuable,

A few years later, Jason published “Build for Tomorrow: An Action Plan for Embracing Change, Adapting Fast, and Future-Proofing Your Career” and I was honored to be interviewed for it. And I read the magazine religiously because I think it’s really important to read the stories of other people who are going through the same things you are. Being an entrepreneur is intense–you’ll never hate or love any other job as much.

Contact Info:

• Website: https://lenaswigs.com/
• Instagram: https://www.instagram.com/lenaswigs/
• Facebook: https://www.facebook.com/Lenaswigs
• Linkedin: www.linkedin.com/in/ lena-fleminger-83a219213

Image Credits

all photos shot by Avi Dear