Ashanti Lation, a professional hair stylist and resident of New Orleans, Louisiana, founded VIP Luxury Hair. Ashanti was a pioneer in the virgin hair movement and had the idea of offering higher-quality hair extensions for less money. In 2009, Ashanti’s business, V.I.P. Styles, LLC, introduced the VIP Luxury Hair brand to a warm reception after more than a year of testing and research. VIP has established itself as one of the top virgin hair suppliers in the US by focusing on maintaining a good product and offering top-notch customer service.
Below are highlights of the interview conducted between World’s Leaders and Ashanti Lation:
Describe who you are as a person, inside and outside of the workplace.
In every area of my life, I try to be a genuine and generous person. Whether it’s advising my clients on their hair needs, guiding the careers of hair stylists in my salon and online, or providing exceptional customer service within my business, I try to be giving of my time and experience in ways that I hope can make every individual’s life that I come into contact with just a little better. I want to be remembered as someone who brought value to every situation, encounter or business venture.
Describe your background and what did you do before you started the company?
I’ve had a few different jobs, but my two passions have always been hair and entrepreneurship. Being a professional hair stylist has allowed me to do something I love while also enjoying the benefits of being my own boss. But it all came full circle when I launched my first company back in 2009 and became a true entrepreneur.
Tell us about the inception of the company. How did it all start?
Well, my first brand was actually a line of virgin hair extensions called VIP Luxury Hair. We were the first company in New Orleans to sell these high end hair extensions and quickly made a name for ourselves in the area as well as online. But as I started noticing the saturation of the space and the barrier of entry getting lower, I began to research hair care product formulas and what it would take to launch my own hair care product line. And in 2014, VIP Luxury Hair Care was born. And it is proving to be the perfect pivot for us.
What has made you successful? What do you value?
I would say what has contributed the most to my success is my background and knowledge. I come from very humble means, which has allowed me to stay grounded but also know I never want to go back to going without. Or for my children to experience that kind of life. And the knowledge that I’ve obtained over my career has allowed me to educate our customers and develop products that I know will be beneficial to the people we’re targeting. Of course, none of this would be possible without my family constantly being there and supporting my dreams.
Which are the major services of the company and how do they help the company to get ahead in the competition? What value-added services does the company provide?
We selected the name “VIP” very deliberately. With our first brand, it was meant to convey why the quality of our hair extensions was so much better than what customers were used to and why the pricing reflected that. When we launched VIP Luxury Hair Care, it still made sense because we wanted to continue to channel the idea of luxury through the quality of our ingredients, the packaging, and the overall customer experience.
What are the most important aspects of a company’s culture? What principles do you believe in and how do you build this culture?
We’re still an independent company, but I do believe culture is important to establish early. One thing we have tried to do is to always refer to our staff as our team. I don’t like the use of the word “family” in business. I think it’s a little disingenuous and puts too much pressure on people. Instead, we encourage our team to behave as they would if they were on a basketball team. You have a role on this team and your primary concern should be playing your position to the best of your ability, but if you see other areas where you can help the team, by all means, go for it. Because the goal for everyone on the team should always be to WIN!
What is the significance of innovative ideas in the company?
I believe innovation is the most underrated form of marketing. In these days of shortening attention spans, innovation helps to keep your company in the mind of the customer. We are constantly looking for ways to add something new to the mix, be it new formulas, new packaging, or additions to our tech stack that make the buying experience easier or more pleasurable.
Give us your opinion on; do organizations rely heavily on individual heroics or team processes?
I believe there is a place for individual heroics as long as they are done in an effort to inspire and motivate the team as a whole. I have no problem celebrating individuals who go above and beyond for the company, but team processes are the bread and butter of any organization and the key to long term success.
What are your responsibilities as the Founder/CEO of the company? What is the happiest part of your daily routine?
At this stage, I am blessed to have an amazing COO and team that can handle day-to-day operations. This allows me more time to think creatively about what direction to take the company while also creating content and being the face of the brand. The happiest part of my daily routine comes at night, when I can look back on the day I had and say “Yes, I contributed something of value today.” I always sleep better when that happens.
What advice would you give someone going into a leadership position for the first time?
I know the old adage that people like to throw around is “Never stop learning.” But I like to say “Learn first.” The biggest change I see in entrepreneurship recently is the lack of patience. I know, entrepreneurs are notorious for being impulsive and figuring the rest out, but I feel you put yourself in a better position for long term success when you bring a good bit of knowledge and experience to the table early on.
