How She Weaved One Shop Into A Lucrative Franchise Business

The company has done print and billboard promotions and engages in much of the usual social media marketing in spaces like Facebook and Twitter. Marketing is something that got customers in the door, but Saunderson said she feels she spent a little too much time and money on marketing in the beginning. “I almost overkilled it,” she said. “Yes, we’re well known, but we spent a lot of money on it. I would have slowed down a bit.”

Saunderson said the first few months were “crazy” before systems helped standardize many parts of the business. Now Saunderson is focusing on the business, but occasionally does hair in the shops.

“I’m doing a lot of training with the franchises that come on board and I’m traveling quite often,” she said. “I still do some hair. I just finished doing Jennifer Williams’ hair from Basketball Wives. We’re working on our own product line, a magazine, and a reality TV show.”

The Weave Shop’s ability to pull celebrity clientele despite its low prices is a source of pride for Saunderson and her business and a sign of the service the company provides, she said. The economy hasn’t made a dent in the company’s sales, which Saunderson says have grown 400 percent in the last two years.

“Even though we’re in a recession, most women are going to find a way to get their hair done even if it’s not as frequently,” she said. “With us they can afford to get it done more frequently than normal.” The company employs 300 people including at its corporate offices and Saunderson said she is looking forward to expanding and providing more jobs to stylists and those looking for work around the country.

“We’re looking to expand to 300 stores in the next three to four years and outside the U.S.,” she said. “Extensions are for everybody and there is a high demand for every nationality. Everyone wears them.”