Today we’d like to introduce you to Cherille “Chae Shanti” Simpson-Riles.
Hi Cherille “Chae Shanti”, thanks for joining us today. We’d love for you to start by introducing yourself.
I’ve been braiding hair since I was about 10 years old. Like a lot of little girls, I started by playing with my Barbie dolls, but hair became personal for me pretty early on. I didn’t like the way my own hair was being combed when I was younger, and after being teased about it, I decided to learn how to braid my own hair. By 12, I was already making money doing hair for friends and family.
I never initially saw hair as my career. I just knew I had a natural talent that people noticed, and I always knew I wanted to work for myself. I just didn’t know what that would look like yet.
Houston Braid Genie officially started in February 2022, almost by accident. I had a screen-printing business that was going through a slow season, so I created a StyleSeat account to make some extra money while things picked back up. Instead, within a month, braiding became so busy that I had to choose between the two businesses. I had been out of practice for 8–10 years and barely had any content, yet by my second month I was booked from 6 a.m. until almost midnight, seven days a week.
My original goal was three days of clients, but I surpassed it almost immediately. I started in my spare bedroom with a barstool and ring light, and by September, I had moved into my first salon suite. As the business grew, I learned that being good at hair and running a successful business are two different things. Learning when to say no helped me stop trying to be everything to everybody and focus on what I do best: creating neat, precise work and an experience where my clients feel comfortable and cared for.
That experience became a huge part of what Houston Braid Genie represents. It was difficult for me to find the kind of service provider I was looking for, so I decided to become that for someone else. I wanted to make the braiding experience easier, from providing the hair and shampoo services to creating a space where people could relax, work, have a snack, watch their favorite shows, and feel completely comfortable.
My journey has also taught me that sometimes growth means making a change. I’ve worked from home, rented salon rooms, had luxury suites, and relocated across Houston when I realized a location wasn’t allowing my business to grow. One of the best lessons I’ve learned is that sometimes it’s not that the flowers won’t grow; they can just be planted in soil that won’t bear fruit.
Today, after four and a half years in business, Houston Braid Genie has grown from me simply being a braider into a brand built around trust, quality, creativity, and experience. I’ve been able to build relationships with my clients, collaborate with beauty brands, and create opportunities through social media that I never imagined when I started.
At the heart of it, I keep doing this because I get to use a God-given talent to uplift people and spark confidence while providing for myself and my wife. I’m proud that something I learned as a little girl became a career and a business that supports my family.
And I’m not finished. My long-term vision is to expand beyond services into education, quality braiding products and human hair, and eventually a larger beauty ecosystem where braiders, locticians, barbers, estheticians, lash artists, waxers, and other beauty professionals can build their businesses in a professional, welcoming environment.
What started with me learning to braid my own hair has become a business, a career, and a vision that is much bigger than I ever imagined.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely hasn’t been a smooth road. I think one of the biggest misconceptions about owning a beauty business is that if you’re good at what you do, the business will automatically work. There have been slow seasons, financial challenges, difficult business decisions, and plenty of moments where I had to question whether I was making the right move.
One of my biggest struggles has been learning that growth isn’t always linear. I’ve had to change my pricing, services, marketing strategies, booking platforms, and even locations when something was no longer working for my business. I’ve learned that sometimes you can do everything right and still be in an environment that isn’t conducive to your growth.
I’ve also had to learn boundaries. Saying no to clients, turning down services that aren’t a good fit, and making decisions that protect the quality of my work and my business weren’t easy lessons to learn. As a business owner, you’re responsible for so much more than the service itself—you’re the stylist, customer service, marketing team, accountant, inventory manager, and problem solver all at once.
Some of my hardest moments have actually been the moments that taught me the most. I’ve learned not to view every setback as failure. Sometimes it’s simply information telling you that something needs to change.
That’s probably one of the biggest lessons Houston Braid Genie has taught me: sometimes it’s not that the flowers won’t grow; they can just be planted in soil that won’t bear fruit. Learning when to replant, pivot, and keep going has been a huge part of getting me to where I am today.
Alright, so let’s switch gears a bit and talk business. What should we know?
Houston Braid Genie is a Houston-based natural hair braiding and loc business centered around quality, creativity, comfort, and the overall client experience. I specialize in knotless braids, stitch braids, high-quality human hair braids, and loc services, with a strong focus on neat, precise, and tension-conscious work.
What sets Houston Braid Genie apart is that I don’t see myself as someone who simply provides a hairstyle. I want every client to feel like their hair goals were actually heard and understood. I’ve built my business around creating an experience that is just as important as the finished style. My services include shampoo, blowout, and braiding hair, so my clients can come in, sit down, and enjoy the process without having to worry about all the preparation that can come before a braiding appointment.
I’m also very intentional about the environment I’ve created. My space is private, comfortable, and elevated, but it still feels welcoming and personal. Clients can grab a drink or snack, catch up on their favorite shows, work from their laptop, or simply relax while they’re being serviced. I want people to feel comfortable being themselves in my chair, and creating a welcoming environment for people of all backgrounds is something I’m especially proud of.
Brand-wise, I’m most proud that Houston Braid Genie has grown into something that represents more than me being a braider. Through social media, I’ve been able to showcase not only my work but my personality and the experience behind the brand, which has led to beauty partnerships, collaborations, affiliate opportunities, and a community of clients who genuinely trust me.
Ultimately, I want people to know that Houston Braid Genie is about making your hair vision a reality while making the journey to get there feel just as good. I’m building a brand that I hope will eventually extend beyond my own chair through education, quality hair and products, and opportunities for other beauty professionals.
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
I think something that surprises people is that I didn’t originally see myself becoming a braider professionally. I’ve always been creative and knew I wanted to work for myself, but I never imagined that something I learned as a child would eventually become my career. Braiding was always something I could do; Houston Braid Genie came from realizing that something I naturally knew how to do could become something much bigger.
Contact Info:
- Website: https://Houstonbraidgenie.Glossgenius.Com
- Instagram: @houstonbraidgenie
- Facebook: @houstonbraidgenie
