In March 2020, a national health crisis pushed some businesses to the brink of extinction. Causing many to shut their doors, the pandemic triggered a stark shift in the economy and a financial downturn. Businesses that were able to survive are taking the knowledge gained and reimagining their brands post-pandemic.
Dana White, owner and founder of Paralee Boyd, knows all too well the effects the pandemic has had on business. Leaving a full-time career in 2011 to focus on the company as her main source of income, the push for the brand’s success became paramount. Mounting success, the brand continued to grow until the coronavirus brought business to a standstill.
Opening the first location in 2012, Paralee Boyd is a hair salon that caters to Black hair without committing to an entire day in the chair. Modeling the idea from Hispanic beauty shops, Paralee Boyd was on its way to creating heavy for 4c hair.
In business for just over eight years it has ridden normal ebbs and flow of business, util the pandemic hit. Over the years it had grown to two locations, but the company made the decision to close one at the height of the pandemic. Taking the time to pivot and grow the brand’s base, the owner is now moving with a renewed business savvy and full of intentionality.
“I opened because I got tired of being in the salon all day. The wait, making an appointment. There were Dominican salons that were deliberate on customer service and getting you in and out in a [reasonable amount of] time,” says White.
Like many who juggled business and as COVID made its way into the threads of history, entrepreneurs were confronted with determining the future of their companies. The steady collapse of the business infrastructure made owners question their ability to weather the storm.
“In March 2020, I navigated the pandemic under a pillow and under some sheets. I was ready. I was done. I was going to wrap this up,” says White.
It was at the encouragement of her mother that White was able to press forward and continue on with the brand. Choosing to see the pandemic as a positive experience, the owner found new ways to make the brand grand.
“The first thing I did: how can Paralee Boyd be better? What can we do? What am I not doing? Then you put it on a timeline. I chose to look at the pandemic as eight months of Sunday’s. One year of Sundays so I could get ready to open,” says White.
Releasing a line of hair products in August 2020, the owner also realized her power and reclaimed her time as the brand’s driving force. Together with the CBD Hair Growth Serum, edge control and anti-itching growth oil, the founder also began speaking at engagements.
Grabbing the bull by the horns and pushing through the pandemic helped to continue a dream born of her lineage. However, it was not without nerves that the task was complete.
“Getting rid of the fear. It’s what I call the F.U.D. which is fear, uncertainty and doubt,” says White.
Now, the push to take Paralee Boyd national is in full play. Looking from the other side of completion, the brand will continue to expand. Located in Midtown, the hair salon for curls and kinks is encouraging other business owners to keep its doors open by any means.
“Stay in your lane and keep going. There’s no such thing as competition. You have more of a choice in failure than you think,” says White.
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