"Crisis is a great time to live your brand values. It's so helpful when you have your team tied to a mission and vision because, when your entire industry shuts down overnight, your values and mission are really all you have. This past year has taught me so much about resilience and fortitude, and to be completely honest it's been hard. The hard decisions had to be made. There is no pandemic playbook to pull out, and "boss babe" quotes are suddenly not that inspirational or original at 2 a.m.
We had to stand still as a brand for the months of March and April. At the time, there was a lot of talk about pivoting. I took the long view and said, "If we're going to be the Chanel of Hair Extensions, then we have to endure, not pivot." We stood by our mission to empower hairstylists. I know a lot of brands had to pivot to survive but because of how financially disciplined and the nature of our product, we were able to focus on leaning into our client experience and elevating it."
