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Life and Work with Jennifer Richards

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Today we’d like to introduce you to Jennifer Richards.

Jennifer, can you briefly walk us through your story – how you started and how you got to where you are today.
Born and raised in Illinois, my family and I moved to Atlanta, Georgia in 2015. Let me take a step back and tell you how I started my journey and created my own natural hair and skin care company. In 2010, my second daughter was born, although she was completely healthy she developed eczema. After trying over the counter products and even prescription medicine, nothing worked to completely stop the inflamed and itchy red patches on her skin.

Looking at some of the chemicals that were in the products sent me on a quest to find a more natural approach to heal her skin condition. Through rigorous research, I developed my first product using natural and organic ingredients that immediately began to clear up my daughter’s skin.

My journey did not stop there, my daughters began to question why I had straight relaxed hair and why they had curly natural hair. I felt it was my job to be their first example and show them that the curly hair that grew from their scalps were beautiful and did not need to be altered. So, in August of 2012, I cut all my relaxed hair off by doing the big chop. Now, my next mission was to find hair products that were natural and maintained moisture in our hair, but this led me down a narrow path, but also sparked a fire in me to find a solution.

After doing more research I created a shea butter cream filled with a natural carrier and essential oils that were nourishing for the hair. My hair began to grow back quickly and my daughter’s hair was nice and healthy. People started asking me questions about what we were using on our hair. So, I started sharing my products with friends and family and they immediately fell in love! This is when I knew I could make a difference within our community by providing solutions for their hair and skin problems. This was also my opportunity to start my own company and become an entrepreneur. It was time to give my products an identity. So, my husband and I came up with the name Ajaa’ Naturals, which Ajaa’ represents the first letter to each of our first names.

Using social media platforms to share my natural hair journey, I built a following and Ajaa’ Naturals began to grow even more. The demand for my products became so great, I decided to go full force with my business. With my family by my side, in 2015, I quit my full-time job and focused solely on creating more products and selling them online. In 2016, I opened my first kiosk in the Cumberland Mall in Atlanta, Georgia. This gave me a chance to interact with my customers and build a more personal connection with them. In 2017, we opened our first store at the Perimeter Mall in Dunwoody, Georgia.

We now have over 30 products that we currently sell at our store and online. My passion for curating all-natural hair and skin care products was born from my personal journey along with my family. My dedication to educating consumers and delivering high-quality products remains at the forefront of my endeavors. Follow me and the Ajaa` Naturals team as we witness the evolution of wellness and beauty!

Has it been a smooth road?
Being an entrepreneur is rewarding in so many ways, but you will have some bumps and obstacles along the way.

My advice is to work on self-development while having a strong support system. If you have a 9 to 5 mentality, then having your own business may not fit you well. However, if you are passionate about something and you can also turn it into a viable business for yourself, be ready to put in the work! The good out ways the bad.

So, as you know, we’re impressed with Ajaa’ Naturals – tell our readers more, for example, what you’re most proud of as a company and what sets you apart from others.
My company provides handcrafted hair and skin care products for natural hair. Our products are formulated with natural and organic ingredients. We specialize in hair products that are anti-breakage, maintains moisture and growth retention. Our skin products target dry skin, exfoliation, and acne. We are known for our family dynamic, having quality products and our upscale but down to earth approach. I am most proud of the fact that our brand represents our community well and we can continue to provide solutions for women of color while embracing the entire multi-cultural experience. What sets us apart from others is, we handcraft our products, they are made fresh to order and our products do not contain parabens, sulfates, silicones, and mineral oil. We also are a family-owned company that puts the need of our customers first and we work hard to maintain the trust that has been established to continue to provide them with their hair and skin care needs.

Were there people and/or experiences you had in your childhood that you feel laid the foundation for your success?
When I was a child most of my time was spent with my grandmother and she taught me how to make soaps and salves and exposed me to a great deal of home remedies. She also taught me to be disciplined. So, I would have to say she played a role in the success of the woman I have become today and a major inspiration for me.

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Image Credit:
@curlfluence

Getting in touch: VoyageATL is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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