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

How do you keep in touch with clients and foster brand loyalty?

Social media and email marketing are my primary means of communication. Since many of my clients have been coming to me since college, we oftentimes know each other outside of the professional realm. QOTC has a personality of its own. Of course my business’ personality is embodied by much of my own, but as we continued to grow and attract a certain type of client, we tailored our communications to that ideal client- her name is Keyshia. We talk like Keyshia, ask her questions about herself, and discuss current events with Keyshia, too. Essentially, Keyshia feels like she has a friend in QOTC. That rapport is built virtually.

Getting to experience a QOTC install is a completely different strategy to foster brand loyalty. The booking process is a breeze. Most people find us on social media these days. Once they gain enough interest, we clearly stated essential information for easy navigating. You know how to prepare for your appointment, what forms of payment are accepted, and what to expect once you arrive. When you arrive, you are greeted with a smile and your appointment is verified to ensure no misunderstandings. I am sure to be gentle while providing the service and you get to choose your entertainment for the day. This can be music, a movie, a Netflix show (or Hulu, Amazon Prime, HBO Max… we have options, ok?!) or even a good conversation.

I have mastered this strategy for brand loyalty to the point where clients will fly me out of state, fly out of state to me, or drive for hours just to be “#ShakyLaid,” or to experience a QOTC install.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

When the pandemic began in March 2020, I thought it was the perfect moment to hone in on my dream of expanding my business by launching a product. My sorority sister shared an idea with me and I was able to brainstorm and launch my product, the Crown & Go Braid Cap. I manufacture each cap by braiding the individual plait then sewing them onto a cap. Before launching, I worked with a local company to order the caps of my choice and had them embroider ‘Queen of the Crown’ on the back.

The process of manufacturing the product myself was tedious, yet rewarding. I spent months researching and perfecting the quality of it. Hand-sewing the braids came with sore hands and many pricked fingers. I asked friends with long and short hair to test the product out. I was aiming for a seamless product; no one should know that the braids are not attached to your head.

After a few trials, I launched the Crown & Go Braid Cap in July of 2020. I made a few sales, but quickly learned that marketing for a product is very different than marketing for services. I was discouraged for a while, but I still advertised. The caps are currently off the market due to the ratio of time to produce a cap to the demand. A lesson I learned is- if possible- work with a manufacturer or mass produce the product before launching.

Contact Info:

• Website: QOTCbraiding.com
• Instagram: instagram.com/_queenofthecrown