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12 May 2016 | beautystorebusiness.com Beauty Store Business : How was the business started, and what were each of your backgrounds at the time? BELLAMI Hair was an idea conceptual- ized in Australia and brought to life in Vancouver, Canada, by both of us. The idea for the brand actually came from several places. Being an avid hair extension wearer, I've consistently had a hard time finding high-quality extensions and clip-ins that were not only in a wearable length and grams, but also affordable. Even more challenging was finding a good techni- cian to install semi-permanent exten- sions. Noticing this huge gap in the market, we saw the perfect opportunity to create a luxury brand of extensions that could be accessible to everyone. What was the main goal and vision for the brand? Were hair, nails and makeup always on the horizon, or was the growth into other ventures something that progressed over time? We started BELLAMI with the vision that it would encompass everything that is beauty. The main goal and vision of BELLAMI Hair was to deliver value to customers— and not just value in terms of price, but the overall transformation our hair extensions enable. When you look good, you feel good— inside and out. Being able to bring out that confidence and fierceness in our customers is truly priceless. Launching the BELLAMI Beauty Bar in July 2015 has further allowed us to provide a more customized and per- sonalized service to customers, which incorporates everything beauty: hair, makeup, nails, etc. Is the targeted market the same for all three brands? If not, how are the core customers different? The majority of our customers are in the 18- to 35-year-old range, but our overall demographic ranges older and younger. That's part of what is so appealing about our brands—they bridge the gap of what beauty means at any age. Our diverse styles and selections truly offer something for everyone. What have been some challenges along the way while building these brands? At its core, building a brand always requires some education, especially when establishing it to be synonymous with a luxury item of its kind. With BELLAMI, it was educating first-time users that literally anyone can wear hair extensions, and appear completely natural and flawless. The goal with extensions is to enhance your natural look, not take away from it or make it too exaggerated—unless that is the look you're going for. [The same goes for] NAILHÜR and LIPLAND. The one thing that's been exceptional and speaks volumes of our brands is the fact that over 70% of our customers are repeat customers. They are true fans of our products and inspire us to continue creating trendsetting, high-quality items. What have you identified as the key ( s ) to your success? What have been your main business strategies that have delivered the best results? Customer satisfaction is consistently rooted at the center of our goals and focus. We pay attention to even the smallest details for both design and function to truly deliver superior quality at affordable prices. On a personal note, trusting our gut instinct has been our greatest lesson. We were both headed in a very dif- ferent path, career-wise, but followed our passion and dream to create luxury brands that are accessible to every- one and make a difference for people. We've received numerous feedback from customers telling us how [wearing] BEL- LAMI extensions built their confidence and changed their lives in meaningful One of BELLAMI's biggest keys to speedy success has been leveraging the influence of beloved beauty gurus and social-media celebrities. Take a look at some of the brand's most noteworthy collaborations, which have broadened the brand's reach without need for PPC or SEO campaigns— it's old-fashioned word of mouth in a clever new way. Kylie Jenner : The beauty trendsetter was voted one of the most influential girls in the world, and collaborated with BELLAMI Hair on a unique line of hair extensions, Kylie Hair Kouture. She also made an exclusive appearance at the launch of the BELLAMI Beauty Bar in 2015. Natalie Eva Marie : This WWE talent and Total Divas star brings her massive following and famous red locks created by Jose Martinez (@glit_glam) to BELLAMI's roster. Guy Tang : Expert hairstylist and popular social-media authority Tang created a one-of-a-kind collection of balayage extensions exclusively for BELLAMI. Nicole Guerriero : Sassy beauty expert and one of YouTube's most influential personalities, with more than 2 million subscribers, Guerriero currently serves as an influencer for NAILHÜR and has a line of styling tools with BELLAMI Hair. Samantha Ravndahl : With more than 2 million Instagram followers (@ssssamanthaa), this adored makeup artist's Creme Corsett line of LIPLAND lipsticks sold out within its first week of launch. Her enviable line of nails are also available courtesy of NAILHÜR. Amra Olevic´ (@amrezy) : A makeup artist and beauty guru, known best as @amrezy, Olevic's two LIPLAND shades sold out immediately, and her Montenegro shade has been sported by celebs such as Kim Kardashian. r os te r S s eauty gur s rti with are so ld S Ins ar w beauty FAB COLLABS Photography by Armando Sanchez, product images courtesy of BELLAMI Hair The BELLAMI Beauty Bar in West Hollywood, California, gives customers a more personalized salon experience.