For many entrepreneurs and small businesses, social media can be an absolute game-changer! All it takes is one viral post and a business can suddenly take off.
At Like A Voss Social Media, we’re highlighting local businesses and entrepreneurs who are killing the online game. This week’s spotlight is on Ena Holterman, Owner of Hair Candy Extensions!
Hair Candy Extensions was fearlessly created by educator, stylist, and owner Ena Holtermann to celebrate the beauty and diversity of all women!
Ena’s mission when HCE began was to give my personal guests the best possible experience with their extensions. The health of my guests’ hair and scalp was and still is my number one priority, followed by comfort and versatility.
Recognized as one of Canada’s top Handtied Hair Extension Specialists Ena has worked as a guest artist and educator with Schwarzkopf, KMS, Salons Inc., and Redken Canada, and proudly calls Kingston her home. At HCE she creates beautiful, natural-looking extensions that don’t compromise the integrity of the wearer’s hair and look drop-dead gorgeous.
Our CEO Mandi interviewed Ena about her secret to success in business and in life. We also got some awesome insights into what they think makes social media such an effective tool in business.
Ena’s secret: Stay humble yet focused and don’t forget the practice gratitude. Be thankful for adversity as Lenord Cohen said, “There is a crack in everything, that’s how the light gets in”. Don’t fear change… lean into it.
A Little Bit About Being a Female Entrepreneur
1: How long have you been in business?
2: What made you decide to break away from the 9-5 and start Hair Candy Extensions?
My transition to entrepreneurial life was initially a response to dealing with debilitating PTSD. I was fortunate enough to have an amazing Occupational Therapist who encouraged me to step back “Behind the Chair” and quite frankly, reclaim my life. This leap of faith helped me move beyond my limitations. The love and support of my clients helped me to finally be “present” and envision my life beyond the boundaries drawn, evoking a passion for empowering women to embrace their own kind of beautiful.
Initially, I invited guests into my home-based studio where I focused on interventions for fine, delicate hair. Having a background in professional product development, education and manufacturing, I quickly discovered that there were two key gaps in the hair extension market: Luxury quality, ethically sourced human hair extensions, and; High-performance hair care products, made in Canada that embrace ethical standards of practice in development, ingredient procurement, and production. After significant action research, I secured my hair supply chain and began working with a chemist to create the HCE cruelty-free, vegan, sulfate, and paraben-free product line.
3: What do you love most about being a female entrepreneur?
Honestly, the community of women who fearlessly cheer each other on! Many of these women I haven’t even met in person, but through social media, the connections we have formed have created a network of female entrepreneurs working to motivate and support one another’s dreams 24/7.
4: What is the hardest thing you have had to overcome as a female entrepreneur?
The hardest thing is the flip side of the coin. For as many women out there who are rooting for you and supporting your dream, there are others who will stop at nothing to tear you down … and that is the hardest thing, not listening to the negative voices and focusing on cultivating your “ride or die” Bossbabe Crew to get you through.
5: What is one thing about working in the salon industry that people would be surprised to learn?
For many personal service professionals, working in the image industry is more about how we make you feel than how we make you look. Over the past several years there has been a shift from offering a service to providing an experience you covet as yours and yours alone. Every aspect of your visit to a salon is meticulously planned to make your time in the chair an uplifting and beautiful experience.
And Now Onto The Social Media Questions!
6: Do you have a favorite social media platform? Why?
For me? My preferred platform is Instagram. I love the esthetic of creating gorgeous visuals that communicate my art.
7: What made you decide to start using social media as a way to promote your company?
My doctoral research focused on how social media is used by adolescents to engage and learn with and from peers (think about how kids love to learn the next TikTok trend). When I stepped back into my creator’s vibe I wanted to use social media in the same way kids did … as a way to connect.
8: How has social media impacted your business? Would you say that it’s an effective marketing tool?
Social Media is the primary marketing tool I use. I always enjoy traditional print and web-based campaigns, but there is just something deeply authentic in social media connections.
9: What advice would you give to other businesses and entrepreneurs who want to use social media as a way to connect with customers?
I would say don’t fear social media. If you don’t have experience in marketing, invest in using a social media agency to help you connect with your clients and like-minded professionals
Most importantly do not dismiss the impact of the social milieu…get out there and connect!
Connect with Ena
Know Any Voss Babes
Do you know a female entrepreneur who loves social media as much as we do? Contact us today – we’d love to tell her story!