Alright – so today we’ve got the honor of introducing you to Shamali Watts. We think you’ll enjoy our conversation, we’ve shared it below.
Shamali , thanks for joining us, excited to have you contributing your stories and insights. We’d love to start by getting your thoughts on what you are seeing as some the biggest trends emerging in your industry
As a business owner and stylist specializing in locs for over a decade, I’ve witnessed numerous trends emerge within our industry. One such trend is loc brushing, which has gained popularity but raises significant concerns regarding hair health. Loc brushing involves using a brush to groom locs, a practice that can lead to weakening and potential breakage of the hair strands. This method contradicts traditional loc maintenance techniques, which emphasize minimal manipulation to preserve the integrity of the hair. The rise of such trends often stems from a desire to align with mainstream beauty standards, sometimes at the expense of the cultural and historical significance of locs.
While innovation is essential for the growth of our industry, it’s crucial to balance new techniques with the foundational principles of hair health. Educating both stylists and clients about the potential risks associated with certain trends can lead to more informed decisions. This approach ensures that innovation enhances, rather than compromises, the well-being of our clients’ hair. I recall a client who, influenced by social media, began brushing her locs to achieve a smoother appearance. Over time, she noticed increased thinning and breakage, leading to significant distress. Together, we embarked on a restorative journey, reverting to traditional maintenance methods that prioritized the health and strength of her locs. This experience reinforced the importance of honoring time-tested practices while cautiously integrating new trends.
In conclusion, while the loc industry continues to evolve with emerging trends, our commitment to hair health and cultural integrity must remain steadfast. By marrying innovation with healthy routines, we ensure that both the art of loc styling and the well-being of our clients are preserved, creating a harmonious balance where everyone benefits.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My journey into the world of hair styling began at the age of 16 in my hometown of St. Thomas, Virgin Islands. From a young age, I was captivated by the art of hair, often experimenting on willing friends and family members. Reflecting back, those early styles were far from perfect, but their encouragement fueled my passion. By the time I graduated high school, I had earned my cosmetology license, having pursued it during my studies. Eager to immerse myself in the industry, I initially joined a traditional hair salon. However, it quickly became evident that this environment wasn’t the right fit for me.
In 2009, I embarked on my personal loc journey and decided to document it on YouTube. To my surprise, my channel rapidly gained traction, amassing over 20,000 subscribers. This growing audience led to requests for personal consultations and services. My very first client appointment took place in someone’s home in Athens, Georgia. With the invaluable mentorship and support from esteemed industry leaders, my skills and knowledge flourished. Recognizing my commitment, my mother generously provided the initial tools I needed—clips, an apron, a blow dryer, combs, and hair products—propelling me fully into the loc industry.
Now, celebrating my 15th year as a business owner, I cherish the meaningful relationships I’ve built with clients and the unwavering support I’ve received. Looking ahead, I’m excited to mentor aspiring stylists, sharing the insights and experiences I’ve gathered over the years. Additionally, in collaboration with a business partner, there are sights set on launching a line of hair care products later this year, emphasizing the health and beauty of Black hair.
My services encompass a comprehensive range of loc care, from initiation to maintenance, styling, and restoration. I address challenges such as thinning, breakage, and scalp health, ensuring my clients’ locs remain vibrant and robust. What distinguishes me is my dedication to hair health, cultural appreciation, and continuous innovation. I’m particularly proud of the trust and loyalty I’ve cultivated within our community. For potential clients and followers, I want them to know that my brand stands as a beacon of authenticity, expertise, and genuine care for every individual’s unique hair journey.
How about pivoting – can you share the story of a time you’ve had to pivot?
Like any journey, there came a turning point that tested me deeply. Losing my mother—the very person who believed in me before I fully believed in myself—was one of the most mentally and emotionally challenging phases of my life. She wasn’t just my mom; she was my first investor, my biggest cheerleader, and the foundation of my resilience. After her passing, my joy in doing hair began to fade. The very thing that once filled me with purpose suddenly felt heavy. For a time, I questioned whether I had it in me to keep going.
But in the quiet moments of reflection, I could feel her presence—reminding me of the light she always said I carried. I knew she would want me to continue, to stand tall, and to walk in the strength she had always seen in me. So I pivoted, not just in business, but in spirit. I chose to see my work as part of her legacy. I leaned into my purpose with renewed determination, knowing that my gift was never just about hair—it was about healing, connection, and honoring the culture we both cherished.
That chapter of loss taught me the true meaning of resilience. It taught me that strength isn’t about never feeling broken, but about choosing to rise despite it. Today, I channel that strength into my work, my community, and soon, into a product line created in collaboration with my business partner—designed to celebrate the health and beauty of Black hair. My journey continues with her spirit guiding me, and with a deepened purpose to keep shining, even through the darkest moments.
How do you keep in touch with clients and foster brand loyalty?
Hair is my love, and locs are my craft—but connection, real connection, is my gift. What I do runs deeper than roots—pun absolutely intended. For me, it’s never just about the locs; it’s about the experience. Every appointment is an opportunity to uplift, empower, and ease the weight my clients may be carrying. My goal is to ensure they leave not just looking better, but feeling better than when they arrived.
The environment I create is rooted in comfort and freedom—free-flowing conversation, loud laughter, healing energy, and the kind of lightness that makes you feel weightless, even when life feels heavy. My happy, comical spirit greets everyone at the door, and that energy stays with them long after they leave my chair.
People always remember how you made them look and feel. That’s the imprint I aim to leave. That’s how I believe you build lasting impact—not just by doing hair, but by being your brand. This is my philosophy. This is me. And that’s why LocsByJahlicia continues to thrive with a strong, loyal, and consistent community behind it.
Contact Info:
- Website: https://Locsbyjahlicia.com
- Instagram: @locsbyjahlicia
Image Credits
Donta Hodge