This Woman Made Seven Figures By Selling Her Bonnets On Amazon
When some of us think of Amazon, we think of products, most sourced and shipped from Asia, that we can get quick, fast, and in a hurry. Oh, and lets not forget in bulk and cheap. However, small business owners have been leveraging the platform, mastering how to sell products on Amazon that are high in quality and innovation.
Ranay Orton is one such entrepreneur. Her company, Glow by Daye, offers luxury trademarked satin bonnets, heat caps and other hair accessories, and was sparked from Orton's own struggles to find a product on the market that was effective for her hair. "When it came to the bonnets I was most familiar with or would buy at the local beauty supply store, they were thin, see-through, and still snagged my hair," Orton recalls. "And even online, there were options for custom-made bonnets but you'd have to wait weeks or months to receive."
"I'm the type of person who would have a different hairstyle every other week, from braids to extensions to my natural hair, and I wanted my bonnet to fit all those different hairstyles and provide quality enough to withstand those transitions."
Image courtesy of Ranay Orton
In the first year of selling on Amazon, Ranay saw more than $1 million in sales. "It was a success from the beginning because there was nothing like it on Amazon at the time," she says. "The complete perimeter and inside is satin lined, the quality of satin has that slip our hair needs, and we've since introduced new products such as our heat and shower caps. Our products are large and adjustable to fit longer, higher-volume hair. They're intentionally designed for people who are weaving in and out of natural or protective styles and they have unique features that are respectful of our hair when it comes to retaining moisture and all of those facets of healthy hair."
The move to sell via Amazon has further allowed Ranay to expand her customer base, kick off continued revenue boosts even during the pandemic, and land a recent partnership with Fashion Nova. Check out the keys to how she was able to find success using Amazon as an entrepreneur:
1. Be sure you're offering something unique to the market and authentic to you as an entrepreneur.
For Ranay, being a Black woman who could thrive in an authentic niche by cultivating a realistic and relatable image of someone to trust in offering a haircare product on Amazon was key. "We were able to speak to a unique Amazon shopper who probably hadn't been spoken to before," Ranay says. "For the products that I was selling, it was new to see that we were marketing to women specifically for their coils, kinks, and curls in the way we were able to communicate what we offered."
"I'm my main avatar, so I was able to speak directly to some of the key pain points of my customer. You're buying bonnets that are falling off your head in the middle of the night, for example. It was really just speaking to a customer that hadn't been spoken to directly on Amazon before."
Image courtesy of Ranay Orton
2. Prioritize quality with any product you offer and market how that quality makes your product stand out.
"Having a good product is what you need in order to see sustainability on any platform, but especially on Amazon because there's a lot of competition. There's [also] a lot of crap on Amazon. People will sell you a hope a dream, and you get it and it does not live up to what was sold," Ranay says candidly. Sellers must have a good product to offer.
For Ranay, this means getting the best in satin and other materials, working with top manufacturers, and testing out what she offers in order to provide products that will build loyalty among customers. It also means taking into account the insights and opinions of her customers via her own website's channels as well as social media.
3. Research and tap into Amazon seller and fulfillment resources.
Amazon has a large percentage of the online market among shoppers, and they offer resources for entrepreneurs who sell via the platform in order for it to succeed. "They have the buyers, so they're looking for people to supply quality products to those buyers. I utilized the fulfillment by Amazon program called Amazon FBA. In the beginning of launching the brand, I was still working full-time as a medical sales representative, so [the program] allowed me to [let Amazon] handle things like customer service, for the most part, and shipping. I was able to just send the products to their warehouses to store, pack, and ship. That took a lot off me so that I could really concentrate on product development and marketing."
By utilizing the resources, Ranay was able to focus more on creating new products, building out her own website, nurturing relationships with customers, and building a community via her social media platforms.
Find out more about Ranay and Glow by Daye products via Instagram and her website.
Featured image courtesy of Ranay Orton.
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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I Tried Beyoncé's Haircare Line CÉCRED & Here's My Honest Review
Beyoncé is snatching our wallets yet again with her latest business venture CÉCRED. In 2023, the Texas native hinted at a potential haircare line when she posted this photo causing fans to speculate that her next project would be focused on her famous tresses - they were right. Her haircare line Cécred launched on February 20 with her first drop called The Foundation Collection which focuses on haircare first, and I can only assume that a style product line for colored-treated hair will likely follow since Beyoncé is known for slaying various shades of blonde.
As a super fan since the early 2000s, it was only right that I give an honest review of the full line and purchase the Super Fan Bundle (retailed at $265) which includes the full product line of the 8 products, as well as a branded cosmetic bag. If you’re thinking, “Girl that bundle is too pricey for me,” I can assure you that for the value you're getting, the price is quite reasonable. This bundle was an intentional and marketable way to allow consumers to experience every Cécred product.
The brand messaging surrounding Cécred has been salon-inspired, and rightfully so as an ode to Beyoncé’s upbringing growing up in her mother’s hair salon in Houston. This line is backed by science and licensed cosmetologists showing that she’s done her research and appointed the experts. Cécred's IG feed has been filled with images and videos inside of hair salons including some videos of Ms. Tina herself assisting in the styling of beauty experts who visited Cécred's private salon to have the VIP treatment!
Now, have I seen influencers, consumers, and beauty stylists using the Foundation Collection at home? Yes, but I thought it was best to experience Cécred with my go-to cosmetologist who also happens to be my Auntie Tawana. She has been my educator and go-to for hair knowledge since I was a child and has had a hand in my mom's hair health which has always been goals for me. As a little girl, my Saturdays were spent sitting in her hair salon while my mama got her hair done as I patiently waited reading Jet and ESSENCE, ever so carefully eavesdropping on the conversations of the ladies who were coming for much more than just a beauty routine, but an experience.
I’d fall asleep on the plush couch in the waiting area flipping through magazines while listening to the sultry sounds of Maxwell. And I had my first lesson in breakup empowerment when I heard Sunshine Anderson’s “Heard It All Before.” So there was no other place for me to go than to see her, and because I’m her niece, I was able to visit her private salon in her home that she calls The After Hours where upon arrival I was greeted with my favorite Black-owned sparkling Rosé, candles lit, and my aunt’s breakdown of Cécred.
Yasmine Jameelah/xoNecole
But let me refocus and share my salon experience as I tried Cécred for the first time.
If You’re Wondering…Who is Cécred For?
Yasmine Jameelah/xoNecole
When news of Beyoncé potentially launching a beauty brand hit the internet, there were a bunch of predictions of what and who the line would be marketed towards and if she’d have any wig care products as she’s known for slaying her units! But she went in a totally different direction which I love, and I’m going to tell you why. Critics have questioned if Beyoncé should be venturing into the haircare industry because she is often seen in weaves and wigs, but true Beyoncé fans know that she has healthy hair and that, like many Black women, experiments with various styles.
Cécred was created for all hair types and textures, including straight to coily, virgin, color-treated, chemically processed, and heat-styled. As a Black woman who has worn wigs, had chemically processed hair, heat-styled, natural, and color-treated hair, let me tell you, this was no easy feat! The amount of money I’ve spent on my hair through its various changes just on product alone, forget styling has been astronomical.
Cécred is serving the needs of various hair types in textures and I truly believe that this is going to make Beyoncé a true competitor in the hair industry amongst brands that are comparable such as OUAI and Olaplex. Both competitor brands have similar items at a higher price point and unlike Cécred, their products and brand messaging haven’t always felt inclusive to Black women and other hair types.
Cécred has been tested inclusively and the reviews from various hair types and backgrounds of consumers are allowing the brand to stand out.
I Tried Beyoncé's Haircare Line Cécred: My Honest Review
Yasmine Jameelah/xoNecole
Yasmine Jameelah/xoNecole
My hair has never felt cleaner and it shined for well over a week following the styling (but the oil should be used sparingly if like me, oil can weigh down your hair.) Immediately when my hair touched the sink, my aunt told me that she saw all the dirt and oils lifting from my hair when she applied the clarifying shampoo. As a girl who loves my curls, I am often judgy when I use any other shampoo and conditioner aside from Pattern, but not this time.
When my aunt guided my hands across my hair, she showed me how my curls weren’t tangled, and how she didn’t need to comb out my curls before applying the moisturizing deep conditioner or the deconstructing treatment mask.
Yasmine Jameelah/xoNecole
She applied each step with care and walked me through the process, and to my surprise, the hair mask wasn’t thick - but through trial and error as a natural girl, I’ve learned that a thick mask doesn’t always equal what’s best for your hair. She styled me with a silk press that left my hair with shine and I can honestly say that each step of the line is needed especially if you are someone who changes up your hair and deals with breakage. If your hair is healthy, you can opt out of the reconstructing treatment mask but I recommend taking the product line to your salon, having a discussion with your stylist on where your hair health needs improvement, and then purchasing based on that.
We know ourselves better than anyone else, but your stylist knows your hair better than you do. I like to lead with their knowledge first and then incorporate what my hair goals are. If you’re a girly who’s committed to hair health and has either the discipline to incorporate each step at home or can bring your products to the salon, Cécred is for you no matter if you’re a silk press or a wash-and-go naturalist.
Give Cécred a try, I’ll be using the line for my hair appointments until it runs out and if I see long-term results, it will be added to the beauty regimen indefinitely.
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Featured image courtesy of CÉCRED