A little over a year ago, Dianna Cohen said goodbye to the concept of “good hair” when she launched Crown Affair, a hair care brand rooted in the idea of a ritualistic application focused on mindfulness.
“Hair care is a category that sells professional solutions with the message that your hair needs to be ‘fixed’ or ‘tamed’,” says Cohen, Founder and CEO, noting that she wanted to change that message. “The more I researched, it became clear just how unregulated or ‘clean’ this category is, and how outdated the language around ‘good hair’ has become.”
Cohen and his team are making products that they hope will empower people to find an effective, clean ritual that allows them to “celebrate hair care” as part of their daily routine and well-being.
While the brand only launched in January of last year, a healthy hair routine is nothing new to it.
Cohen has always been “the friend of choice” in hair care.
“Growing up, I found the confidence in taking care of my hair, which triggered a lifelong obsession with the daily rituals we all use to take care of ourselves and communicate with each other,” explains she said, noting that people would ask her for recommendations eventually. prompting them to write their own 12-step ritual to share with others in a Google document.
This Doc made his way, spreading beyond his personal network. And as a result, Cohen identified a need for education and advice on hair care, prompting him to look beyond his own hair and study different textures and types of hair.
Hairdressing became a hobby but now it has become her business and like any business she has learned a lot since launching last year.
“While I could never have predicted that I would launch the business six weeks before a global pandemic, we took this time to practice what we preach and take our time to build something meaningful,” Cohen says. , noting that there have been silver liners of the year, including building what she called a “special culture” with a team built from a distance.
During Crown Affair’s first year, Cohen also established Seedling, a professional development program that pairs early career women with leaders from a variety of industries.
“When the COVID-19 crisis hit, we wanted to find a meaningful way to contribute in addition to donating a percentage of our sales,” Cohen says. “As an all-female company founded by a CEO with an unconventional career path, we have realized that professional development and networking is something we can offer to those whose career paths may be interrupted before they even have to. to start.
Seedling created nearly 200 mentor / mentee pairs in its first two “seasons”.
And while Cohen has helped others grow professionally through Seedling, here are some lessons and tips from Cohen for anyone hoping to start their own business.
Here’s what Cohen has learned since launch:
- “With any idea for a product or launch: just get started.“
Your starting point for any great idea, be it a business, goal, or project, doesn’t have to be big or sophisticated. Cohen’s business got its start in a Google Docs.
“It’s not easy being a newbie in a world that measures the end result, but just start,” Cohen says. “Before you know it, you’ll look back and see how far you’ve come.”
- “Engaging in a daily morning ritual / taking time for yourself will transform your working day ahead.“
It is important to start the morning with personal care. Cohen begins his days with “morning pages,” stretching, and foam rollers for an hour before locking himself up on his computer. It’s important to “show yourself off,” she says, stressing that if you’re leading a team, they should have the space to do the same. Need a loan? Check out here if you want no credit check loans
- “Relationships are everything.”
Whatever the relationship, it’s important. “Every person you connect with is part of an ecosystem that builds your brand,” says Cohen. “Being kind and taking the time to communicate with people in an authentic way is all.”
- “Vulnerability can be a superpower.”
- “Keep your blinders up.”
There will always be someone who wants to emulate what you’ve done, says Cohen, but you have to keep in mind, “you are the author.”
And Cohen’s top tips for entrepreneurs:
- “Trust your instincts at the end of the day.”
“You built it for yourself, you’ll know what’s right,” Cohen says.
- “Longing can kill you.”
What has worked in the past is great, but it won’t necessarily get you going. Flexibility is important.
- “Build personal structures.”
Keeping rituals can support your work.
- “Gather your ‘Avengers team’.”
Whether it’s a close and honest friend, a leadership coach, your partner, a former colleague – build a support network ready to support you and help you solve problems when challenges arise. challenges arise.
- “Every dollar counts.”
While fundraising is helpful, it’s important to find the right investors who understand that growing your vision is essential, says Cohen. “But with capital, know where it’s going and measure it if you can.”
And considering the importance of the dollar is also essential in marketing. “If you’re deciding whether to spend on paid marketing or original content, it’s a good idea to invest in unique and thoughtful content,” says Cohen. “Great work is saved and shared forever, and provides context.”