Meet ClutchNLoc of Hampton Va

Today we’d like to introduce you to ClutchNLoc.

Hi ClutchNLoc, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Hey Y’all! My name is Clutch, your go-to Loctician Influencer and Educator, coming in clutch for all things locs, business, and content. But before “Clutch,” I’ll always be DeAnna, the shy girl who people couldn’t quite figure out but who was always around, excelling at many things. My journey has many layers that have shaped me into who I am today.

My story starts with my parents. Growing up, people always said I looked like a perfect blend of my mom and dad, and honestly, it didn’t stop at appearance. My mom, the fly, pretty girl who could sing and wasn’t afraid to speak her mind, taught me strength, self-belief, integrity, and consistency. My dad, a humble, self-made celebrity barber who owned multiple barbershops and organized hair shows, taught me the meaning of hard work and earning my achievements. They both supported my creative interests, providing me with cameras, art supplies, books, and instruments. Without their support, who knows where I’d be today?

A core memory from my childhood is attending a Magnet School for the Arts. A teacher at my previous school recommended me because my potential was limited by the lack of programs that catered to my talents. I was cast as the lead in a play, helped create the set, and rehearsed for weeks. But two days before the performance, anxiety set in, and I wanted to quit. My mom came to the school, sat me down, and told me I could do it, and I would do it because it was inconsiderate to drop out last minute. I performed and nailed it, feeling proud to be seen as me. This experience has always reminded me to push through doubt and embrace my uniqueness.

Growing up in my dad’s barbershop, I was always around the hustle and bustle. I did homework, watched TV, or helped out to earn money. I’ll never forget when my dad taught me to cut my brother’s hair. He took out a disposable camera and captured my first cut, and from that moment, I wanted to be a barber. Later, when my mom started her locs, I learned to retwist them. Even though I complained because she was my mom, I loved doing her hair and seeing the transformation. Eventually, I got tired of relaxers, cut off my hair, and started my own locs, learning to love my natural hair and appreciate the journey.

In high school, I loved documenting my life. Too shy for YouTube, I built a following on Instagram and Twitter by being myself without the pressure of daily in-person interactions. When I graduated in 2013, my options were barber school, the military, or college, in that order. My parents pushed me towards college.

In 2014, my life pivoted. I got married (don’t ask) and decided to drop out of Valdosta State University to enlist in the United States Navy. Honestly, I didn’t join to serve my country; I needed stability and couldn’t see myself in a typical 9-5 job. Enlisting meant cutting off my locs. On the destroyer James E. Williams, I excelled in my duties, earning awards and promotions, but I was severely depressed and struggled with my hair. I secretly started my locs again, hiding them under a wig.

In early 2018, I faced pushback for having locs under my wig. By this time, I was divorced, struggling financially, and feeling isolated. I asked the universe for help, and on July 12, 2018, the Navy authorized locs for women. Other women saw me doing my locs at night, and by August, three sailors asked me to start their locs. My depression began to lift, I made new friends, and I started earning money. By the end of 2018, I was marketing myself as a Traveling Self-Taught Loctician.

By 2019, my clientele grew, and I became home-based since traveling was no longer feasible. I saw a demand for Sisterlocks and took a class to expand my skills. My work went viral on platforms like Bronner Bros, Bronner Bros Naturals, Tropical Roots, and Good Loc Day. That was my last year not making six figures.

Between 2020 and 2022, I bought my first home, got pregnant during the pandemic, purchased an investment property, and found my passion for photography and videography. Initially, I intended to make the Navy a career, but after having my son and realizing I could run a successful business, I decided to separate from the military. I planned to open salon suites but transformed my detached garage into a luxurious home-based salon instead. The day before my honorable discharge, I received the keys to my new salon.

Today, I’ve been working for myself full-time for almost two years. I’ve taught hundreds of aspiring locticians, become an expert and educator in the loc community, and ventured into marketing, photography, and content creation. Although I did not become a barber, I went down the path that was destined for me while always applying the morals my parents instilled in me from young. My journey becoming a Loctician acted as a watering hole in discovering my true passions and merging them to create a unique place for me in a saturated industry.

I stand before you today, Clutch, your go-to Loctician Influencer, Educator, mom, and all-around mogul. Thank you for taking the time to interview me today. Trust me, you will see more of me.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
While getting started and gaining clientele was generally smooth, I want to acknowledge that having the military to fall back on if things didn’t work out was a significant advantage. However, I definitely faced challenges, especially when it came to learning the business side of the loc industry and managing my mental health.

At the beginning of my career as a loctician, learning the proper techniques and how to run a business was incredibly difficult. The goal is always to avoid being behind the chair forever, but the lack of community among professionals in the loc industry made it hard to find guidance. I often had to figure things out on my own through trial and error. This process, while challenging, gave me the wisdom and insight to teach others so they don’t have to go through the same struggles. I’ve faced issues such as being scammed by a mentor, dealing with unreliable contractors and CPAs, and learning how to properly run a business, including setting up a 401(k) and insurance. These experiences motivated me to show up on social media to help bridge the gap of uncertainty for locticians and beauty professionals.

Throughout my journey, I’ve also faced many mental health challenges that affected both my business and personal life. After having my son, I struggled with severe postpartum depression, which made it difficult to get out of bed, let alone manage my business. I lost many clients during this time. To cope, I threw myself into the gym and started therapy, which helped me overcome the worst of it.

After discharging from the Navy, I had a hard time balancing work and life without experiencing burnout. I struggled with understanding who I am as a person, which led to me being evaluated for ADHD. I was officially diagnosed last year. This diagnosis was a turning point for me because it helped me understand my challenges and find ways to show up in my business that suited me best.

I wanted to mention these specific challenges because it’s important to seek help if you aren’t feeling right and to remember that there is light at the end of the tunnel. While I still face mental struggles, understanding my ADHD has given me clarity and allowed me to manage my business more effectively.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
My name is DeAnna Lloyd, but I am also known as ClutchNLoc, ‘Your go-to Loctician Influencer and Educator that comes in clutch for all things locs, business, and content.’ On the surface, I specialize in the installation and upkeep of Sisterlocks™, Microlocks, and Traditional locs, which over time has evolved into me specializing in Loctician Education and Content Creation.

I am not only known for my work, but also my knowledge as a loctician and my unique approach to teaching via video editing and storytelling. I am proud of beginning my journey of mentoring fellow locticians and teaching branding, marketing, and content. I am also proud of starting my journey as a YouTuber! YouTubing not only helps me get out of my shell, but it allows me to storytell about all aspects of my life besides locs and shed light into not only who Clutch is, but who DeAnna is on a deeper level. So be sure to subscribe to my YouTube!

Not only have I built a six-figure business while serving in the Military, but I have also expanded my expertise to become a sought-after educator. My commitment to continuous growth, goal-driven mindset, and a focus on delivering consistent quality set me apart.

What would you say have been one of the most important lessons you’ve learned?
An important lesson I’ve learned is establishing and maintaining my boundaries in my business early on. This applies not only to my clients, ensuring I provide them with the best service, but also to myself. The lack of maintaining boundaries can lead to burnout, encountering clients that don’t align with my mission, and poor decisions. Through experience, when I stay true to my boundaries, I continue to prosper as a whole.

Contact Info:

• Website: https://linktr.ee/Clutchnloc
• Instagram: https://www.instagram.com/clutchnloc
• Facebook: https://www.facebook.com/clutchnloc
• Youtube: https://www.youtube.com/@ClutchNLoc
• Other: https://www.tiktok.com/@clutchnloc

Image Credits
DeAnna Lloyd (IG: ClutchNLoc)
Alvin Parker (IG: @_kxdda)
Chris (IG: @flvcko.jr)