Today we’d like to introduce you to Ebony Stroder.
Ebony, can you briefly walk us through your story – how you started and how you got to where you are today.
I am originally from Indianapolis, Indiana. I have been residing in Houston for three years. As a licensed cosmetologist and esthetician for nearly 17 years, I left behind a full clientele up north and came South. I was used to being a fully booked salon owner, yet I needed a change. I was working nearly 60 hours a week behind the chair. On any given week, I would Service between 30-45 clients weekly. When I moved to Humble, Texas, I had to begin all over again. So when I didn’t have clients, I would make custom wigs on the sewing machine for myself and wear them. When I would go places, people began asking for them, and that opened up a door for that business as I was building. If I wasn’t making a wig, I was shipping out orders of my product line Iconic Edge. I launched before I moved to my customer base back home.
I had just moved into a private suite in Midtown. My clientele behind the chair had finally begun to pick up. I was booked and back to working 12 hours Thursdays, Fridays and Saturdays. Clients from out of town had begun inquiring about my wigs via social media. So with the help of a tech-savvy friend of mine (Abstract Innovations), we built the Iconic Edge Beauty website. There customers were able to set up virtual consultations, submit their measurements, and virtually build their own custom unit for me to execute on the sewing machine. Customers were also able to submit their hair product orders as well. Between servicing clients behind the chair, making wigs, and shipping products, I found myself back on the hamster wheel, just in a different city. I was proud of myself. I was finally getting somewhere, but I was exhausted. My social life was becoming non-existent because I was working like an assembly line.
And then life has a funny way of pushing you out of your comfort zone, due to a disagreement with my landlord at my private suite in Midtown, about the accommodations. I was put in a position where I had to terminate my leasing agreement. I had four days to relocate my business and find somewhere to take my first client. I took those days to look for a new location and really think about what I wanted. After an unsuccessful search, and much prayer. I made the most difficult but liberating decision. I decided to retire from behind the styling chair and fully work my e-commerce site. The news was crushing to the clients I had gained. It all happened So abruptly. Yet, that week I had four online orders for custom wig units, two local wig orders, and hair products to ship out. I knew then this was going to be an adjustment, but I was going to be alright. I was scared of the new, but I had to focus on what was ahead. Looking back, if I wouldn’t have been in an uncomfortable work environment, I wouldn’t have gotten out of my comfort zone. One year later, here I am averaging at ten custom wig orders a week and shipping out hundreds of orders of Iconic Edge Hair Products. It’s hard to keep the hair products in stock!
Has it been a smooth road?
It definitely has not been a smooth road. Stepping out of my comfort zone was liberating and scary at the same time. I experienced many days of uncertainty and anxiety. I have been tempted several time to go back to doing hair behind the styling chair. I had mastered the ins and outs of working behind the chair and salon ownership. I knew how to generate the income and manage it. Working from home running an e-commerce business full time was a huge adjustment.
I had to learn the importance of managing my time, creating good systems for myself, all while maintaining a good balance. Managing the funds of an e-commerce business vs. a service-based business is totally different. Your paycheck isn’t always rewarding. A lot of money goes back into the business model. I also had to understand that I have work hours and then I have hours that I simply need to unplug from working even though I have a home office. Being open to a new normal, organization and structure have been a major key.
So, as you know, we’re impressed with Iconic Edge Beauty – tell our readers more, for example what you’re most proud of as a company and what sets you apart from others.
I am a former full-time hairstylist turned beauty expert. I am the creator of Iconic Edge Beauty Empire. I create beautiful, quality, fashion, lifestyle accessories on the sewing machine. My custom units provide women with convenience, style, and versatility. I developed a magnificent product line Iconic Edge in 2016, that has delivered proven results. In turn, this allows me to further share with consumers how to better care for their own hair. Teaching beauty industry professionals self-care, work/life/balance, and how to create multiple streams of income beyond the service chair is my calling. What I am most proud of with Iconic Edge is the customer service and continuous innovation. I think what sets Iconic Edge Beauty apart from other brands; is the ability to virtually connect with consumers and beauty industry professionals and bridge the gap between the two through education.
Let’s touch on your thoughts about our city – what do you like the most and least?
I am still learning Houston. I have only been here for three years, so I don’t think I know it well enough to say what I don’t like about the city. What I do love about the city is the genuine support of Black-Owned businesses. I love that Houston actually wants to see minority businesses prosper.
Pricing:
- Custom Wig Unit (Starts At $350 with hair included)
- Iconic Edge Affordable LUXE Units (Starts at $200)
- One Hour Virtual Hair Consultation $75
- Wig Cleaning and Repair (Starting at $60)
- Wig Consultation $30 for 30 minutes (Consult fee goes towards wig balance)
- Iconic Edge Vitality Growth Oil $19.99
- Iconic Edge Moisture Butter $14.99
Contact Info:
- Website: www.IconicEdgeBeauty.com
- Email: estyles1@icloud.com
- Instagram: @IconicEdgeBeauty
- Facebook: Iconic Edge Beauty on Facebook
Image Credit:
Susan Henderson of Jocos Photography
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