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SEARCHIn an industry with so many options and opportunities, we asked these artists what made them niche down and choose a specialty. See Shonda Harvey-Gayle's perspective on specializing in extensions.
Shonda Harvey-Gayle, extension specialist
photo courtesy of Shonda Harvey-Gayle
"Doing hair" can be just the beginning. For licensed beauty professionals, there are so many ways to go. While some will choose to practice all the different disciplines, others find themselves pulled in a specific direction.
These artists chose to specialize, and they wouldn't have it any other way.
Delaware City, DE
Specializing in Extensions
Why did you choose your specialty?
You know the saying, "I didn’t choose it; it chose me"? That's exactly how my journey unfolded. I was transitioning into the extensions specialty when I discovered my passion for microbead installations. With many of my clients experiencing hair loss, I sought ways to incorporate toppers and closures into this method for a more natural look.
A turning point came when a friend referred a client with significant hair loss who needed a beautiful, natural style for her wedding. Although I was still honing my technique, she placed her trust in me. The result surpassed my expectations, and her reaction—full of appreciation and newfound confidence—was unforgettable. That experience solidified my desire to specialize in extensions for those facing hair loss, helping them feel empowered and beautiful.
At what point in your career did you make that decision?
I started transitioning into the extensions niche in 2020, right before the pandemic. I was 17 years in at that point, and I realized I had a lot of clients who were getting extensions.
Did you lose clients when you specialized?
I did. I prefer to say that my clients transitioned out rather than were lost, which is normal, as my list of extension clients continued to grow. I was able to refer them to a stylist whom they could trust and who met their needs. They were very appreciative of that.
Extensions by Shonda Harvey-Gayle
photo courtesy of Shonda Harvey-Gayle
How has it impacted your income?
Initially, the impact was a bit stressful. I was essentially starting over, although I had a good number of clients who did transition with me. But that stress didn’t last long.
Once I started building and maintaining a solid clientele, my income stream began to increase greatly each quarter. I went from making $4k per month to having $4k weeks, which is another reason why niching is an amazing decision.
How do you market your specialty?
I do some social media marketing on Instagram, TikTok, and YouTube shorts. My clients are amazing when it comes to referrals! But my most valuable source of marketing has been Google. 95% of my clientele comes from Google.
What’s one mistake you made when building your specialty?
Investing in marketing in the wrong spaces. I once paid $2k to have one of my videos posted on a well-known social media page. I thought since they were popular and had millions of followers, it would help to bring me some clients. I realized I was mistaken; it had the opposite effect, and the followers on that page were mean and insensitive. That’s when I learned to choose my marketing techniques more wisely.
Has specializing improved your overall career satisfaction?
OMG, yes! You become an expert in your specialty. It made me more confident in my career. Not that I wasn’t confident before, it’s just a different level of confidence. I absolutely LOVE what I do as well, being able to help hair loss clients who have been doing different things that haven’t been working for them, seeing the literal joy on their faces and the confidence boosts they get. Being a part of that is definitely career satisfaction.
How much additional training did you invest in?
I invested upwards of $8k in additional training. There are so many different aspects of the microbead technique that can be utilized. I wanted to home in on the foundation for laying toppers properly, as well as pricing my services correctly. Also, in those investments, I found a community of stylists with a similar niche. It was the best investment I could have made.
Extensions by Shonda Harvey-Gayle
photo courtesy of Shonda Harvey-Gayle
Do you ever say no to services outside your niche? How do you handle that conversation?
Absolutely! Many clients prefer a straightforward yes-or-no answer, but I like to handle the conversation thoughtfully. So, what I do is let them know that although I don’t do the particular service they want, I can refer them to a stylist who does. When I do that, they are so appreciative. They even refer clients to me who are looking for the service I provide, and they come back later to get their own hair done when they need my particular expertise.
What advice would you give someone considering specializing?
I advise them to take the leap! Specializing doesn’t mean abandoning everything; it means prioritizing your niche. And as you prioritize your specialty, you will start to build the client list that you desire. It makes the transition much easier. The results are definitely career-defining.
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