BOSS Spotlight Feature: Dianne Austin
What were some obstacles that you faced in the beginning process of starting your business or career? When my sister and co-founder and I decided to launch Coils to Locs, a business that is disrupting a disparity in the medical and non-medical hair loss space through our line of beautiful, high-quality synthetic highly textured wigs, we knew nothing about wigs or wig manufacturing. What we did know is that we had to take the time to learn about the space because, despite our passion for starting the business, we understood that we did not have a chance of being successful if we didn’t learn as much as we could about both the wig industry and how to start a business.
What many people don’t know is that we spent four years learning about the wig
industry and manufacturing as well as attending what we like to call “Starting a business
101” workshops and accelerators before we even launched the business in 2019. In the
early stages, I was still going through treatment but I was determined.
Not having a background in the wig industry, (and funding) was a huge obstacle. We
learned that it is somewhat of a closed industry and competition is tight so it made
sense that no one was willing to tell us, “Use our wig manufacturer” for example and we
understood why that made sense. We were the potential competition! So, it took some
time to learn and that delayed our ability to launch. But over those four years, we went
to business libraries, met with business advisors from SCORE and other organizations,
and spoke to our target market of Black women with hair loss, hospitals, clinicians, and others.
We also took lots of starting a-business workshops and I even became a certified wig
maker so that I could understand the components of building a quality wig.
What inspired you to break into your industry? The business was started based on my lived experience and interest in filling a void in the medical hair loss space that disproportionately impacts Black women with hair loss who may be looking for wigs that are coily/curly.
In 2015, I was diagnosed with breast cancer and although I’m doing well now, I went
through at that time a series of treatments including chemotherapy, surgery, and
radiation. The chemotherapy resulted in hair loss and it was at that time that I learned
from my oncologist that there is a vast industry that supports medical hair loss within
hospitals and medical hair loss salons with wigs for individuals interested in wearing one
which I was but these spaces only offered straight-haired wigs as options. I needed a
wig that would help me to look as much like myself as possible during a difficult time in
my life and I did not straighten my hair. I was so frustrated by this. I wanted to not only
bring diversity and inclusion into hair loss retail spaces, but I also wanted to support the
ability of women like me to be able to feel included, respected and “heard” by ensuring
that no one has to feel that their needs are being neglected. I started the business to
make a difference in the space.
How do you balance your personal and professional life, or have you been able
to find a balance? I’ve found it difficult to find a balance lately, especially as the business grows because I’m also a caretaker of a parent so it is a lot to juggle but I do find those moments and I’m getting better at building balance in my life. I’ve committed to meditating several times a week, going on walks, and doing things like reading or just binge-watching tv
which requires building “forced” downtime into my schedule. I’m also making more of a
deliberate effort to stay in touch and engage with friends and family even if it means
scheduling a dinner date or even a phone conversation.
What is an inspirational quote that you live by? My favorite quote or saying that I embody in my everyday life is: “Don’t be afraid to push yourself outside of your comfort zone”. These are words that I truly live by on a daily basis and I know that it has helped me to embody the attitude that I can’t succeed unless I’m willing to take risks, willing to be uncomfortable, and willing to fail because failing is also a learning and growth opportunity. This has proven to be true over and over again.
Who were some influential people or mentors that helped or encouraged you
along the way? I’m afraid that I’ll leave someone out as there are too many people and organizations to name here that have seen something in my sister and I that spurs their interest in supporting our business trajectory. I will say that our mentors have been professionals in the entrepreneurial ecosystem ranging from the beauty industry to business strategy and finance. We’ve met these individuals through accelerator programs, pitching our
business, and networking. At this stage, there are at least 10 people who regularly check
in with us and who we can reach out to at any time and they will take the time to meet
with us and offer us advice and counsel. Then we have a secondary network of more
than 20 business experts who are supporting our business growth. It took a while to
cultivate and maintain these networks.
What are your must-haves to keep your career or business going strong?
Organization is important to me. If I’m not organized, I can’t implement. I think about
what I need to take care of to move the business forward up to a few weeks out and
then I create to-do lists and reminders which are added to my daily calendar and to our
project management tool, Trello.
What is your definition of a BOSS? Someone who is inquisitive, determined, open to receiving as well as giving and confident.
Provide us with two words that describe you? Change Maker
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