Today we’d like to introduce you to Amelia Smith.
Hi Amelia, so excited to have you with us today. What can you tell us about your story?
I became a hairdresser after going to college. Me and “corporate America” were not a good fit. I started cosmetology school in Cary at Mitchell’s academy but later moved to Wilmington, NC and finished at a local school there. They don’t prepare you for owning or running a business in beauty school; but that’s basically what you do-you become your own business. So there I was at 22 thrown into my career as a booth rental stylist. I started at a small salon in Wrighstville Beach. That’s where I cut my teeth as a business owner. This was before social media so I built my business on word of mouth and handing out my card. It takes a while to build a consistent business it took me about 2 years. Once I built up, I moved to another small salon but still wanted more opportunities. My next move was to the new Ulta store they were building in Mayfaire. I moved there and learned what working in a corporate salon was like. I was no longer in my own business I was working for the man now. I moved my way into salon manager and corporate trainer for the salon division. I was very successful there but again wanted more. My next step would change my life in so many ways. I met my future business partner at Ulta. In 2010 we opened Sage Salon & Spa, the areas first certified “green” salon. We recycled everything; foils, color tubes, other salon waste, the hair was turned into mats to clean up oil, and used “clean” products before it was a thing. It was a busy and hectic time and I stayed grinding for 8 years. Then I got tired, so tired of the hours, the grind of managing and wearing all the different hats. So my next change was back to my very own business, just me no partner and no employees. I moved to a salon suite. There I was by myself in a quiet 100 square feet. Just my clients and me everyday. Gone was the hustle and bustle of salon life-the noises of constant chatter, blowdryers and the phone ringing all day. I stayed in that quiet retreat for only 2 years. I needed more space and I needed the energy of other stylists. It was after Covid and the world was wierd. I had moved into a larger suite with a room mate and gone were the days of double booking. We needed space. So I put feelers out for a space, and I got a hit about 10-12 months later. The space was previously a salon so there were no big upfits and we were able to move in about a month. This was October 2020, Natural Beauty was born. This salon is a niche salon. We specialize in curls and thick textured hair. We serve all hair types but we best serve the girlies with thick hair that takes up space. Any one with any hair type can walk into our salon. We have a diverse group of stylists, we offer natural hair services, blonding on dark hair and curly, wavy or coily can come in with out fear. Our services include nails, braiding, cuts,and color. I’m most proud of where I am now in my career. The salon industry is still one of the most segregated industries. This salon cuts through that; we see hair as a fabric, not a race. I love that this space is so open and welcoming to all people. I feel blessed that I work with such a great group. We are continuing to grow we offer hair loss treatments and recently started a bridal hair and makeup team. I think our diversity, talent and welcoming atmosphere are our strongest attributes
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
My biggest struggle was the decision to leave Sage Salon & spa. I knew leaving would have a negative impact in many ways. My partner was also a friend so that friendship was gone. I also knew I would be walking away from my investment. Let’s just say leaving was not seen as a positive thing so it got nasty quick. I felt like I had to start over. I had my book of clients but I had to create a whole new business. I had to purschase all my products, my retail, everything down to capes and towels. It was scary and expensive but so worth it. The scariest moves always are. I learned that to grow you have to move through the discomfort and fear. Feel it and do it anyway-It always works out. Natural Beauty can be confusing for some. The salon industry is still very segregated. There are “white salons” and there are “black salons”; we mix that up. I want everyone to feel comfortable sitting in our chairs-that shows up in the diversity of our clientele.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
I specialize in curly hair, grey transitions and I’m a certified Trichologist, which basically means I help people regrow hair. I also love to help women discover and love thier natural beauty. Whether it’s thier grey hair or natural texture. I educate my clients on how to love and take care of thier curls, coils and waves. I even wrote a book on the subject called “Not Today Frizz”. I help women move into their natural shade of platinum as effortlessly as possible, sometimes in a one day transition. I like to think I’m known for explaining hair care in simple terms. I offer tutotrials on my social media, You Tube and our website, salonnaturalbeauty.com. I believe it should be easy. I also love teaching my clients- and anyone who will listen- on the science of hair, hair loss and hair growth. I work very closely with my hair loss clients guiding them in a holistic and functional way. I support them from an internal perspective. Hair loss is a systemic problem. We find the system of burden and make lifestyle and nutritional changes to support that system. If there are healthy follicles there, we can regrow hair! My education sets me apart. I’m also a certified Nutritional Therapy Practitioner. I can help my clients not only about their hair but we can talk about health and nutrition- it’s all related to healthy hair growth. Hair loss is an epidemic and our medical system has normalized it…it’s not normal to lose your hair in your 20’s or you 50’s. We can help with that, I’m proud to say.
Who else deserves credit in your story?
I have a long list of people I have learned from and who have helped me out over the years. My ex-husband was a great support system. Without him Sage and Natural Beauty would not have come together. He put in so much sweat equity into both of those places, from building walls to plumbing and electrical. I was lucky to have him around. He was also such a great dad to our daughter. She was a toddler when I was at Sage. The hours I worked were crazy and he kept our baby. Family that has helped with seed money or know how. Natural Beauty would not be what it is, at all, with out the team we have. We are like family. My ex- business partner, I learned so much working with her in that time; both what to do and what not to do. I learned how to run a business, heck I’m still learning everyday. I’ve been blessed with a strong support system and a stupid amount of optimism.
Pricing:
- Cuts start at 95
- Grey blending is 100/ hour plus product cost
Contact Info:
- Website: salonnaturalbeauty.com
- Instagram: @naturalbeauty_ilm
- Facebook: Natural Beauty
- Youtube: naturalbeautyameliasmith
