Cherice Williams, a driven individual with a knack for math during high school, naturally gravitated towards pursuing an accounting degree in university, setting her sights on becoming a Financial Analyst. “That was my passion,” Williams affirms.
However, life took an unexpected turn. Financial constraints forced her to halt her studies in her home country of Jamaica. Determined to reclaim her education, she ventured to the US in 2016 in search of work.
After two years of working as a housekeeper and waitress, Cherice found herself unable to afford her return to school. Not only was her situation stagnant, but her health was deteriorating as well. “I was experiencing hair thinning. I put on a lot of weight in my stomach area, and my menstrual cycles were not regular.”
In 2018, a medical diagnosis revealed she had Polycystic Ovary Syndrome (PCOS), a hormonal disorder with various implications. Despite the setback, Cherice decided to address her manageable symptoms, like her hair loss. This small act inadvertently paved the way for her to establish a thriving multi-million-dollar hair business—Blaq Luxury.
Taking the Initiative Cherice delved into research to find solutions for her hair concerns. Drawing from the popularity of Jamaican Black Castor Oil in the West Indies, she began concocting mixtures of various oils and ingredients renowned for promoting hair growth. Soon, she noticed a significant reduction in hair shedding.
Motivated to assist other women facing similar challenges, Cherice started offering her elixir to fellow sufferers. Sharing her product within a Facebook group dedicated to PCOS-related discussions garnered steady interest. This marked the turning point as Cherice inadvertently embarked on her entrepreneurial journey.
From Concoction to Commerce As her product gained traction within the Facebook group, Cherice recognized the potential for business growth. Despite financial constraints, she took the risk of investing more time and effort into her venture. A crucial step was reaching a wider audience, which led her to explore collaboration with influencers.
The Shade Room, a prominent social media account, responded positively to her request for promotion. Cherice, believing in her product’s market potential, invested her rent money into a promotion with them. In an incredible twist of fate, she recouped her investment within 24 hours of the post going live.
Cherice’s resourcefulness continued to propel her business. She repeatedly invested in promotions and steadily gained organic growth through word of mouth and returning customers.
Navigating Challenges and Expansion
Cherice’s determination to expand her business led her to approach local beauty supply stores. Although many attempts yielded no success, her tenacity paid off when a fellow businesswoman expressed interest in featuring Blaq Luxury in her store.
This experience taught Cherice the complexities of entering stores, including adhering to packaging regulations and revising formulas to meet industry standards. After significant effort, Blaq Luxury now graces the shelves of over 500 beauty supply stores, with forthcoming launches in well-known retailers.
Lessons in Patience and Perseverance
Cherice’s entrepreneurial journey taught her patience and the importance of maintaining a positive outlook. “Everything is a process,” she reflects. The experience of growing Blaq Luxury has imbued her with the ability to look beyond challenging days and focus on a brighter future. She believes that despite industry giants, small companies can also thrive with dedication and hard work.
Future Ventures and Encouragement
Looking ahead, Cherice envisions expanding into the mass retail market, making Blaq Luxury accessible to a wider audience. She also plans to donate a portion of her company’s profits to PCOS organizations. Although her career trajectory shifted away from becoming a Financial Analyst, Cherice still intends to complete her degree once her business stabilizes.
Cherice’s journey is a testament to the unpredictable yet rewarding path of entrepreneurship. Her advice to aspiring entrepreneurs is resounding: “If you believe that you have a great product or service to offer and you think it is in demand, and you can make a difference, my advice is to go for it. Put your all into it because you never know where it will take you until you try.”
Source: Bauce Mag
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