If you’re anything like most women today, you are looking for an easy way to maintain your tresses. Typically, hair extensions are the easiest way to protect your hair, but how many hair extension companies offer the versatility us women truly yearn for? We are usually limited in the styling that can be done with our extensions and even the textures that they offer. Enter Ericka Rochelle, founder of Valley Girl Hair Collection. Ericka started Valley Girl Hair Collection with hopes of filling the void of quality hair in her hometown of Southfield, Michigan and has since provided women nationwide with quality, luxury hair extensions that can’t be found elsewhere. Ericka spoke with MadameNoire about Valley Girl Hair Collection (VGHC) and their rapid success in the industry through their unique texture blends and versatile styling abilities.
MadameNoire: What inspired you to start VGHC?
Ericka Rochelle: Originally, I didn’t know anything about hair when I first came into this. I did start with a business partner who did hair for 16 years. She was supposed to be more of the brains behind the hair, but then we broke up, so I went off on my own. Initially, I started because I’m a business woman I see an opportunity in making money in the hair world. This is a billion dollar business so I was like, “I want a piece of this pie.” I knew that I have very strong selling skills, I have great customer service skills and with a strong business mind I knew that I could do this. Through researching manufactures, trying hair for over a year, we found the perfect manufacture that fit us the best, that will work with us through everything and that’s how it came about.
MadameNoire: Who is the VG woman?
Ericka Rochelle: It’s every woman. I think when we first came out it started to sound like we weregoing toward that suburban girl, that valley girl, that California girl, but now it’s everybody. So whether you come from the east side or the west side, or you’re coming from Detroit or you stay in the suburbs of Michigan, everybody can wear Valley Girl. The name makes people very excited. They want to be a Valley Girl. They want to be what everybody thinks is this California surfboard girl or something like that. One of my customer’s favorite line to say when leaving the store is “Now I’m a Valley Girl.”
MadameNoire: In what ways is VGHC improving the application method of hair extensions?
Ericka Rochelle: We are the inventors of the back closure piece, which is a patent-pending piece. We invented that piece because we wanted to think outside of the box. I do not want to stay in the realm of whatever my manufacturer offers that’s all that I can sell. I tell them what I want. I’m a person who, if I have a sew-in, and I want to put a ponytail in my head then that’s just what I want to do; but every time you get a sew-in and you put it up in a ponytail, you’ll see tracks on the side and you have to maneuver around this ponytail to get it right because if not it’s going to look tacky. So the invention of the back closure piece came from that. We wanted to invent a piece that you could just take a brush and you could comb the hair straight up as if it was your own hair and it was that seamless ponytail.
We’re always thinking about the next wave of hair. I invent five different curls every single year. I bring out five new curls that I actually invent myself. Right now we have a curl out called Barbie Wave. The Barbie Wave curl is a curl that is a curl and a crinkle together. Putting those two beautiful textures together it made this wave and it looks amazing and it’s selling like crazy right now. I don’t even have the stock for it, it selling so crazy.
MadameNoire: How does VGHC improve/accommodate its consumer’s lifestyle?
Ericka Rochelle: I sell twelve different types of hair, so that’s one thing that’s good because most hair companies that are out right now they may sell one, or two, or three; I sell twelve. That in itself will accommodate. One thing I definitely think that Valley Girl Hair offers is a variety of hair, whether it be the region where the hair comes from or that I have eight different curls right here in my showroom in Detroit.
In Detroit, everybody either sells body wave, straight, deep wave, and maybe a loose wave, but I have eight different curls that you can pick from when you walk into my door. That accommodates everybody too because now you have a lot of choices. If you’re that workout lady and you sweat a lot and you’re like “I want this certain type of curl,” I probably have that certain type of curl right in the store. It doesn’t have to be ordered or anything. It’s right there for you.
MadameNoire: You recently made a deal with Wal-Mart, what can we expect from that?
Ericka Rochelle: Wal-Mart has gotten into hair. What caught their eye was that I was definitely thinking outside of the box. I wear frontals myself and every time I would wear the 30 second glue, if I went swimming or was on vacation, my frontal was definitely coming up. I wanted to create glue that I could go swimming in and it won’t come up. Wal-Mart picked it up because they want to make Wal-Mart a one-stop shop. They actually want to make a beauty supply within Wal-Mart. I can go to Wal-Mart, I can go shopping, grocery shopping, get my beauty supplies; I can go get my hair. That’s their goal. So, I think putting it in Wal-Mart was making it reachable to every single client. No matter where you are.
MadameNoire: What sets VGHC apart from other hair vendors?
Ericka Rochelle: Being innovative and thinking outside of the box is what’s going to keep Valley Girl going because like I said, I don’t stick with the norm, I’m always thinking outside of the box. Where they’re just selling the same old body waves, I’m thinking of the new wave of hair. Another thing that I think that everybody knows about Valley Girl is that I invest in a lot of education to educate stylists. I think of different closures, seminar classes that I can have for stylists. Giving back is something that a lot of companies don’t do. I have so many different relationships with stylists this year, where I know a lot of companies here don’t have a lot of relationships with different stylists.
Our showroom alone is a little bit different. A hair showroom, that’s not really heard of. A lot of people are trying to do storefronts and things like that. I made my showroom look more like an LA buying/fashion showroom. Just thinking outside of the box is what’s going to keep us going. Don’t stay inside the realm.