After 7 years of building an online community through her YouTube channel and guiding thousands of individuals through their wig journeys, we’re excited to feature our customer Tia Maria as she starts a new journey of her own. On October 1st 2024, Tia Maria Wigs opened the doors to their very first brick-and-mortar store in Edinboro, Pennsylvania. Read on to learn more about Tia Maria and her journey through wigs.
Q) What inspired you to start your business, and how has your personal journey shaped its identity?
A) I have always had some sort of “side hustle” – even if that was just as a creative outlet. In June of 2022, I was disillusioned with my career and the organization I worked for at the time. I feel they were missing the mark and – a bit impulsively – I put in my notice. I told my partner and said I guess I need another job or I should finally start my own business. We had been discussing doing it once my son graduated high school, which was still a year away at that time. He really pushed me to just start the business, and I did. My goal was to have a legacy to leave my son, to love my work again, and build something that was not only profitable but helpful.
Q) How do you think the retail experience differs from online shopping for your customers?
A) Adding an in-person boutique is going to change my way of doing things a lot. I have strived to create an in-person feel to my online wig boutique from the beginning by selling mostly through weekly live sales, twice a week. This allows customers to shop virtually in a more in-depth and immersive way. They can ask me to compare styles, turn around, show what it would look like in an updo, with accessories, etc. This gives people way more information than just online shopping. Plus, we have so much fun. I really get to know my customers and what they like and don’t like. They often are active in my private Facebook group, which allows me to get to know what they look like. This all helps me to be able to direct them to styles and colors they will like. Adding an in-person boutique allows me to do all of that – and more! My goal in my business is always to infuse education and support into everything. Being able to have in-person appointments and shipping experiences with my customers will allow for more in-depth and personalized service.
Q) What are your goals for the new retail location and how do you plan to engage with customers in a physical setting compared to online?
A) My goal for my new boutique is to be a safe, comfortable and inviting place for people to learn, explore, and purchase their helper hair. I want it to feel like an experience and place that people will want to come into – even if they weren’t looking at a wig – lol! Overall, I hope my customers feel welcome and supported and leave happy with their purchase and the service they received. Moreover, I want to hold classes and connect with my local community as a resource. I am planning some very special events and collaborations over the next few months – a pretty big one with Estetica (shhhh!).
Tia Maria Wigs is located at:
220 PLUM STREET, SUITE 450
EDINBORO, PA 16412
Q) Can you share a memorable interaction with a customer that truly touched you or changed your perspective on the industry?
A) I am blessed to have so many interactions with my customers. Every day I get a message or email sharing some very heart-felt words. It often floors me that this is my job. A customer interaction that I had that really highlighted the importance of helper hair and the wig industry was from a woman who had lost her hair a few months ago. They are still trying to figure out why, which was so stressful for her. She told me she hadn’t left the house in 4 months because she was ashamed of how she looked. It broke my heart. I sold her a wig and didn’t hear anything until I saw her photo in my private Facebook group! I was with her and her husband on the first date they had been on this year! Not only did she share it with me, the group made her feel so welcomed that she shared it with them too. Everyone was so excited, supportive and encouraging! She posts regularly now and I love to see every post. This is what I get to do! Yes, I have worked so very hard to make this store happen, but I feel I have been given the gift of this business and this career. It’s up to me to continue to feel blessed and share with others. Estetica has been such an amazing partner to me in this journey. I truly feel that I am part of the team, not just another account. Every step of the way I have been encouraged and supported to succeed. I am grateful for my rep Tara and all of the Estetica team for really seeing value in me as a small business owner and in all the customers. When I recommend Estetica to people, I feel confident that they will love the styles and products and that they are quality.
"If you are thinking of helper hair – for whatever reason – there are so many resources and great people to support you on your journey. It can be overwhelming at first – it really is a whole new world, but it really can change the way you feel about yourself and how you show up in the world."
Call 814.853.5209 for an appointment and be sure to tell Tia hello from Estetica Designs! You can also visit her website tmwigs.com.
