If it’s true that necessity is the mother of invention, then it was inevitable that a Black woman would create an all-weather head cover to protect that fresh-from-the-salon hairstyle from the elements – unexpected rain, wind, and humidity. And, of course, the inventions would have to be practical, affordable, and certainly fashionable.
The inventor turned out to be Tracey Pickett, founder and CEO of Hairbrella, an Atlanta-based company offering a chic line of elevated hair coverings designed to preserve even the most delicate or elaborately coiffed hair’s shape and texture through inclement weather.
“Growing up in Atlanta, I would go get my hair done, and it would rain every single time!” Pickett explains, echoing a common frustration of Black consumers who invest significant time and money in their appearance for both professional reasons and personal satisfaction. When it comes to Black hairstyles, a sudden downturn in the weather can ruin that ample outlay in seconds.
She asserts: “I think for our generation, we’re the first to have an idea, go online and research it, and then be able to bring that idea to the market. With internet access, I could interest investors and bring the resources together and start a business.”
Inspiration is indeed powerful, but there’s always risk in starting a venture, especially one dedicated to a product that has never existed. Would consumers grasp the concept and respond favorably? Would the research, development, and marketing cost overwhelm whatever revenue came from that first critical sales stage?
“Well, starting your own business means taking a personal financial risk, and that’s exactly what I did,” Pickett says. A law degree and full-time work at one of the nation’s largest public companies provided her with stability and a year’s worth of savings to get started, but the path was still treacherous. “I wish I had saved for three years because I needed that money. There was a period when I was very vulnerable and not in the best place financially.”
Pickett’s perseverance and willingness to put everything on the line to realize her vision helped Hairbrella through growing pains and make a strong impression on potential investors: “If I was going to have anyone invest in my business, I needed to show that I was willing to risk my well-being and financial resources to see it grow.”
As with many new entrepreneurs, one of Pickett’s most significant obstacles was her inexperience in running a business and managing its assets.
“As I was building the business and finally bringing in venture capital, I realized that I had to think differently about managing the company and my finances. I had to Hairbrella understand what investors were looking for in terms of return. That was new territory for me – definitely a learning experience.”
At the same time, Pickett did make some smart early decisions, like filing a patent for the Hairbrella concept out of the gate – that’s the attorney in her – to protect against copycats. Even with such protection, imitators have invaded her space as the audience grew and her concept has become universally understood and accepted.
“The real core of how you protect yourself is execution,” she says. “If you know your consumers better than your competitors or those trying to infringe on your IP, then you can execute and serve your community better. At the end of the day, that [will] win the game, and they can’t copy that.
Pickett also realizes that meeting the customer’s needs goes hand-in-hand with the management of the company’s finances. To that end, she meets weekly with her team of financial advisors and her mentor/investors to report out the latest numbers and get feedback on the company’s progress. She has become just as methodical and diligent in handling her personal money matters.
“I’m creating accountability,” she says. “You build a team of people who constantly hold you accountable, so the financials don’t become a blind spot. I was able to put together my own group of advisors who helped me grow and become savvy to run the business effectively. And also make sure that I have a good outcome for myself.”
Now in her late 30s, Pickett is starting to think about legacy and leading Hairbrella through the next phase of its evolution. While Hairbrella has some ground to cover, Pickett holds business aspirations for achieving unicorn status –$1 billion or more in revenue – for her baby.
“We’ve been around now for seven years. I definitely want to have an exit event, but I want the business to continue to thrive. I’m focused on bringing about the financial resources, the board, and the advisors to help us reach that next level.”
She is also focused on executing her personal wealth plan as well.
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