How Founding Curlkalon Hair Led This SHEeo To A Seven-Figure Business
With the rise of more and more black women breaking away from traditional 9-5s to become their own bosses, the CEO is getting a revamp as the SHEeo. In the Meet The SHEeo series, we talk to melanated mavens leveling up and glowing up, all while redefining what it means to be a boss.
In 2014, Shavone Riggins was in search of a protective style that matched her naturally textured hair. As a mom of six, it was important for her to have a good quality product that was both time-saving and convenient without sacrificing the look and style. She decided to take matters into her own hands, and within a year she launched her crochet curl brand Curlkalon— a natural-looking synthetic hair that delivers "effortless curls in a box" to women looking for textured hair protective style solutions. As the first brand of its kind, Curkalon quickly amassed a large following and seven-figure sales within months of its release. In December 2018, the company was acquired by True Glory Brands.
In this week's feature, meet Shavone Riggins of Curlkalon.
Courtesy of Shavone Riggins
Brand: Founder of Curlkalon Hair/SHE Everyday
Location: Atlanta, GA
Year Founded: 2014
# of Employees: 10+
30-Second Pitch: "Curlkalon Hair answers the call of delivering 'effortless curls in a box' all around the world to women looking for textured hair protective style solutions. In becoming the first company to market, I like to think I revolutionized the once tedious process of creating crochet curls at home into a high quality time-saving solution without any sacrifice of look and style. As a mom of six, I recognized the need for convenience in protective styling and how it could meet the look of naturally textured hair while struggling with my own natural hair routine 2014. I thoroughly enjoy helping women find effective and time-saving solutions by taking the stress out of protective styling, business and life."
What inspired you to start your brand?
My inspiration for Curlkalon came about in 2014 after 11 years of being natural and wanting to find a natural-looking protective style that matched my texture of hair. Upon coming across the crochet braid method, I was pleased on having the look I desired.
What was your a-ha moment that brought your idea into reality?
My a-ha moment happened in the kitchen at my stove as I was cooking up curls that there has to be a better way. My light bulb came on and I knew I had to build the brand. I hit the pavement running with my talent and skills as a digital marketing designer in creating everything from the curl prototype, the logo, the website to the product design.
Who is your ideal customer?
Curlkalon's ideal customer is a woman who is looking for a quality textured hair solution and wants to add a time-saving ease to her daily hair routine with a "effortless curl" protective style that lasts 6-8 weeks.
What makes your business different?
Curlkalon is different in the hair space because we're the first crochet curl brand to the niche market of synthetic hair with use of high quality fibers that gives a true showing of textured hair as that of African-American women. Plus, we have a great story behind the brand!
What obstacles did you have to overcome while launching and growing your brand? How were you able to overcome them?
One of the first obstacles I faced with launching Curlkalon was keeping up with the fast growth. Upon launching Curlkalon in May 2015 on Mother's Day to mid-2016, I found myself as the Founder and CEO of a seven-figure brand. The next obstacle was staffing the brand to keep up with the demand. In which, I grew the team to a 12-member team from executive level, customer service, along with shipping and warehousing.
What was the defining moment in your entrepreneurial journey?
The defining moment in my entrepreneurial journey was when I was able to employ others and see their lives expand into being able to buy a home, purchase that new car, and have health insurance, on top of seeing women all across the world confidently rocking Curlkalon with smiles and joy from ear-to-ear.
Where do you see your company in 5-10 years?
I see Curlkalon as a community brand that will continue to meet the need of women who are looking for a quality textured hair solution and wants to add a time-saving ease to her daily hair routine with a "effortless curl" protective style. Alongside helping women
Where have you seen the biggest return on investment? (i.e. marketing, ads, vending, social media)
Curlkalon's biggest return is on marketing. In knowing our idea customer, we're able to deliver them awareness through ads, influencer marketing, and partnerships.
Biggest lesson you’ve learned in business?
The biggest lesson in business I've learned is knowing when to pivot. As a CEO of a new and growing brand comes with the wearing of many hats, you can find yourself in a loop of what you know that works and be stuck there. However, things change; the market changes, numbers change, and honestly you change too. There comes a true point of evaluation that needs to take place so that key changes can be made at pivotal points.
Anything else you would like for people to know, or take away from your entrepreneurial story?
In December 2018, I released my title as CEO with an acquisition of Curlkalon to True Glory Brands. I knew that I wanted Curlkalon to make it to greater heights and my vision had evolved to being more supportive to my brand with carrying my founder title with works on expanding the brand's audience with communications, education and strategic marketing.
Follow Shavonne on social media: @curlkalon and @shavone_riggins.
ItGirl 100 Honors Black Women Who Create Culture & Put On For Their Cities
As they say, create the change you want to see in this world, besties. That’s why xoNecole linked up with Hyundai for the inaugural ItGirl 100 List, a celebration of 100 Genzennial women who aren’t afraid to pull up their own seats to the table. Across regions and industries, these women embody the essence of discovering self-value through purpose, honey! They're fierce, they’re ultra-creative, and we know they make their cities proud.
VIEW THE FULL ITGIRL 100 LIST HERE.
Don’t forget to also check out the ItGirl Directory, featuring 50 Black-woman-owned marketing and branding agencies, photographers and videographers, publicists, and more.
THE ITGIRL MEMO
I. An ItGirl puts on for her city and masters her self-worth through purpose.
II. An ItGirl celebrates all the things that make her unique.
III. An ItGirl empowers others to become the best versions of themselves.
IV. An ItGirl leads by example, inspiring others through her actions and integrity.
V. An ItGirl paves the way for authenticity and diversity in all aspects of life.
VI. An ItGirl uses the power of her voice to advocate for positive change in the world.
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When discussing the topic of raising children, discipline is often the first thing that comes to mind. Children need discipline. Full stop. But what is discipline? And how do we draw the line between discipline and revenge?
The origin of the word "discipline" can be traced back to the Latin word "disciplina," which means "instruction" or "teaching." Over time, however, discipline has come to be synonymous with punishment, with parents relying on shame, fear, and/or physical pain to curb undesirable behavior.
Teaching takes time, so nipping it in the bud in whatever fashion parents deem necessary (within reason) has become the norm. But is this what’s best for children? And when does it become less about curbing undesirable behavior and more about getting our licks back for offenses we feel our children should know better to do?
In my work as a parenting coach, I’ve often heard parents say, “I asked him nicely three times before spanking him. He didn’t stop doing it until I did, so clearly talking doesn’t work.”
And the parent isn’t wrong. Talking often doesn’t work the first, the third, or the even the 10th time. And the reason is directly tied to brain development.
Children cannot and do not process information the way an adult can. Auditory processing is not fully developed until a child is 14 or 15 years old. And even then, if a child has auditory processing delays or Auditory Processing Disorder (APD), they may always struggle with processing auditory commands. According to Susie S. Loraine, MA, CCC-SLP, the term auditory processing refers to how the brain perceives and interprets sound information. Several skills determine auditory processing ability—or listening success. They develop in a general four-step hierarchy, but all work together and are essential for daily listening.
Without this understanding, discipline can easily become revenge because parents will then view their child’s misdeeds as a personal slight. Instead of teaching them to do better, parents now want to show them the consequences of not doing better. This is why it's imperative for parents to discern between discipline and revenge to maintain healthy relationships with their children.
5 WAYS TO DISTINGUISH BETWEEN PARENTAL GUIDANCE AND RETALIATION:
Understanding The Intent
Discipline is rooted in love and concern for the child's well-being. It focuses on teaching lessons and helping children understand the consequences of their actions. Conversely, revenge-driven actions stem from a desire to inflict pain or punishment as payback for perceived slights or disobedience. Parents should reflect on their motives before taking disciplinary actions. Ask yourself whether your intention is to help your child learn or to make them suffer for upsetting you.
Example: If a child accidentally breaks a valuable item, a disciplinary response would involve discussing the importance of being careful and working with the child to come up with a way to replace or fix what they’ve broken. On the other hand, a vengeful reaction might involve yelling, harsh punishment, or bringing up past mistakes to intensify guilt.
Maintaining Emotional Regulation
Effective discipline requires parents to remain calm and composed, even in challenging situations. It's natural to feel upset or frustrated when children misbehave, but responding with anger or resentment can escalate the situation and blur the line between discipline and revenge. Before addressing the issue, take a moment to breathe and collect your thoughts.
Example: If a child cannot follow instructions, a disciplined response would involve calmly explaining why their cooperation is necessary in working with the child to accomplish the goal. Conversely, a retaliatory response might involve shouting, name-calling, or resorting to physical punishment out of anger.
Promoting Growth and Learning
Discipline should always aim to promote growth and learning. It involves guiding children toward making better choices and understanding the impact of their actions on themselves and others. Effective discipline strategies include positive reinforcement, setting clear expectations, and providing opportunities for reflection and growth.
Example: If a child repeatedly forgets to complete their chores, a disciplinary approach would involve discussing the importance of responsibility and finding solutions together, such as creating a chore chart or setting reminders with Siri or Alexa. In contrast, a revenge-driven response might involve imposing overly harsh punishments or belittling the child, which can undermine their self-esteem and hinder their ability to learn from their mistakes.
Momo Productions/Getty
Building Trust and Communication
Trust and open communication are essential components of a healthy parent-child relationship. Discipline should strengthen this bond by fostering trust and encouraging children to confide in their parents without fear of judgment or retaliation. When children feel safe and supported, they're more likely to accept discipline as a form of guidance rather than punishment.
Example: If a child admits to breaking a rule or making a mistake, a disciplined response would involve listening to their perspective, discussing the consequences of their actions, and working together to find a solution. Conversely, a retaliatory response might involve accusations, blame, or shutting down communication, which can erode trust and damage the parent-child relationship.
Seeking Professional Guidance
Parenting is a learning journey, and, disciplining children is a delicate balance between guiding them toward responsible behavior and nurturing their growth. By understanding the intent behind our actions, maintaining emotional regulation, promoting growth and learning, building trust and communication, and seeking professional guidance when needed, as parents we can help our children built on love, respect, and understanding.
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Featured image by Courtney Hale/Getty Images