How To Start A Hair Bonnet Business
In 2018, when Glow by Daye accumulated 1 million dollars in revenue, Ranay Orton learns that she mined the honey in the honey pot to buy her high-end satin hats. Since then, using Amazon, her brand has grown steadily. Today, the Glow by Daye is one of the most popular lines of satin hats owned by African-American women. Read: how to start a hair hat business
Who is Ranay Orton? Tell me more about yourself and your career journey.
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Currently, I am the owner of Glow by Daye. More importantly, I am a mother of two young boys, one three years old and one 14 months old. I am also a wife. I started my career in Corporate America and worked for well known companies for about eight years. I have the pleasure of never working in a place that I hate. I have been a sales professional in the medical sales industry my entire professional career. I knew I had always wanted to be an entrepreneur from a very young age. It’s always been something that sticks with me. I have always provided and created some service or product for my market and community.
Where did this idea come from to start your company, Glow by Daye?
About three or four years ago, I was introduced to Amazon Fulfillment by Amazon, which is a program that allows you to work closely with Amazon to help deliver products to their buyers. I jumped on it. I have released a bath bomb but feel no connection to the product. My husband presented the idea of focusing on something I could relate to to provide a solution to a problem I knew in advance or something I was interested in. I had braids, just had my first child, and I have long braids like this, so I had to use a hair tie to tie the braids together. I’ve never had braids longer than a few. month. They always sag and fall off my head, so that’s when I thought, you know? I’m going to make a cap that I want to fit all the different hairstyles I’m going for, quality, long-lasting, cute, and still work great. And, I wanted a bonnet that looked better than the big ruffles you see at the beauty supply store.I wanted to create a brand to provide useful solutions to women like me who have the challenge of trying to keep their hair natural and do different hairstyles. The hairband is the second product I’ve launched on Amazon. It became a success from the very beginning.
What marketing strategies did you use to gain early exposure?
In the early stages, I only used Amazon. They have a lot of different algorithms embedded in their technology: sponsored ads, keywords, etc. to get in front of the right buyers. [Seeing as] Amazon is a search engine, keywords are important. Using different phrases to ensure the product is seen by interested people is key to authenticity. It’s important to talk to my community. It was a key point in my success because I was one of the first to do so. Being able to speak authentically to my audience and entering the right keywords to rank high on Amazon is key. I was exclusively on Amazon for the first two years of Glow by Daye, so I didn’t work on marketing strategies until last year.
Since founding and scaling your company, how has your marketing evolved? What specific marketing software tools are currently using that have been helpful?
I’m still early in my marketing efforts. I’m still in the phase of testing a lot of things and seeing what works and converts for high customer acquisition. What I’ve done over the years is work with influencers, which is largely great for getting genuine and honest feedback outside of the Amazon world. I targeted my community directly and got a great reception of the product. Amazon has a ton of data to aid in finding the right people. I have received a lot of feedback from loyal customers. Digital marketing seems to be the best way for you to easily reach a large number of people. One of our strong strategies for the coming year is digital marketing and social media marketing, because we’ve found that to be the most effective for us.
Read more: How to remove skirting boards The most important indicator is knowing your product quantity. There are different types of profits. there’s the final margin, and then the margin, which is just the cost of goods sold. You want to make sure that you have a really good idea of how much money you’re spending making the product, how much you’re spending getting the product to the customer, how much you’re spending if you’re working on Amazon. , what percentage do they make up, etc. And then, think about marketing and how much it costs to acquire a new customer. You have to think about the long-term value of the customer.
Engage with your followers through relevant and consistent content. Pay attention to what your followers are interacting with and what they’re responding to. It’s important to focus on social as we find that to be the easiest way to help see if something is relevant to our followers. Chat with your followers and give them value. Recently, Glow by Daye added a quiz to our website to help people learn their hairstyle. In our journey, we’ve learned how important it is to know your porosity so you know what products to use, how to care for your hair, and plan your hair routine. We encourage our customers to complete the test. You want to deliver value. You also want to provide information about what you do and what products can help your customers. This is how you get customers and hopefully long-term customers.
Photo provided by Ranay Orton
What advice do you have for individuals looking to break into hair care?
I would say identify who you want to talk to and find your location. Find [audience] you want to serve in the market. From the way I talk to customers, what I notice is that they are just like me. They want solutions that are super easy to operate and effective. Find your tribe. Find people you resonate with and talk to them. Never be discouraged by new brands appearing. You have to go with your vision because no one can be you. There are a lot of people out there who want to connect with something that you might have to offer.
What makes you a Mogul Millennial?
The world has changed what being a tycoon looks like to me. By leveraging the power of information, technology and logistics we have today, there is no need for hundreds of employees to be seen as a tycoon as I once believed. It’s about bringing your gifts, ideas, and values to the forefront consistently and well done while leading the charge to improve the culture and the world. I believe being true to that versus all the “glamour” makes me a millennium tycoon.Read more: Spec-Tanks | Top Q&A
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