Beauty Idol: Dream Tresses
Dream Tresses is a one stop shop for those seeking 100% Virgin and Remy human hair extensions and wigs in all textures. In addition to this they also offer custom wig-making and weave installing. Aaisha Knights is the brains behind the brand, a mobile hair-stylist and weaveologist, she set up the brand when she saw a demand in the market. Aaisha took time out to tell me all about Dream Tresses. What made you decide to set up your own business? I have been a mobile hairstylist for over 11 years and of course install my own extensions. The drive to create my own start up came from listening to my clients. They would consistently ask me the same two questions;
• Where did you get your hair (extensions) from?
• Why can’t you supply them for me?
It then occurred to me that there was a gap in the market for a hair extensions brand that was targeted to the busy student or professional woman, who wants her hair to look fabulous as well as realistic.
What is the concept behind Dream Tresses? First of all, the brand represents luxury as standard. There are many working women like me out there that can purchase high end handbags, shoes, jewellery, make up from department stores, however none of them retail a product that is so integral to our lifestyles. The concept behind Dream Tresses is to be a trusted hair extension brand that the woman of colour can find in the same store that she buys her Louboutins. Although we cater to clients from all backgrounds, I found that the needs of ethnic women are especially absent in luxury retail.
What sort of research did you do to find out the kind for hair your clients wanted to buy? Well listening is the first thing to do. Rather than just sell a bunch of hair, I like to ask my clients what kind of look they are going for, then where possible match to their hair type/texture. Apart from that, I am a bit of a geek when it comes to anything hair related so this means I keep my finger on the pulse of hair trends. For example due to the huge natural hair movement taking place in the UK, a lot of clients are asking for kinky curly and afro curly styles which is a departure from the usual Virgin Brazilian hair.
How did you decide on the look and the feel of the brand? It has been quite instinctive. The brand is very much borne out of my own passion for hair so it had to reflect my personal style in many aspects. I happen to adore bright pink since for me it symbolises brilliance and also luxury is often defined by a gold standard. This is why bright pink and gold are the brand’s signature colours.
What are your future plans for Dream Tresses? To become a household name for all people that can be trusted like Apple or even Marks & Spencer. That will be an amazing goal once achieved.
What are your favourite beauty products? Estee Lauder Advanced Night Repair serum, Victoria’s Secret beauty rush lipgloss in Melonrageous, Victoria’s Secret Bombshell Eau de Parfum, They’re Real mascara by Benefit Razac body lotion (cheap from your local Afro beauty supply shop!) and Johnson and Johnson’s baby oil.
What advice do you have for anyone who wants to set up their own beauty business? Look forward to hard-work, less sleep and a limited social life (at first!) Things do not always go to plan and you will often need to make adjustments along the way. It isn’t easy but the beauty is in what you will learn along the way. Starting a business gives a sense of pride and achievement that can’t be bought or put into words. Whether or not you succeed with your business or fail, I think it is better to go for it than saying “what if!” years later. Though I’ve put a lot of heart and soul into my business I don’t regret starting it one bit. Then again, let’s see what I have to say a year from now.