In the middle of the Covid-19 pandemic, — Madison Braids experienced its biggest month in customer growth. Founded by stay-at-home mother Lee Blank and her husband Maxx, Madison Braids specializes in hand-braided hair extensions designed to save time for busy women. As the coronavirus outbreak rages worldwide, the online business continues to evolve to meet the needs of its community, offering cloth face masks and donating medical-grade masks to nursing homes, children’s wards and hospitals.
“A lot of women are home right now, and they can’t get out to the salon,” says co-founder Lee Blank. “They still want to look good and feel good. Now, they’re looking for a way to get that feeling on their own, at home.” Madison Braids’ pre-braided hairpieces are designed for women who are short on time, and are appealing to many women who now juggle work, childcare and other responsibilities under social distancing rules.
It’s an appeal co-founder Lee Blank understands well. A stay-at-home mother of three children under the age of five, she launched Madison Braids in 2017 to make affordable, time-saving hair products available to busy women like herself. With the help of husband Maxx, a seasoned entrepreneur, Lee’s venture took off. Today, Madison Braids has a thriving social media following and sells to enthusiastic customers around the world.
The web-based nature of its business has helped Madison Braids weather the pandemic conditions and come out on top. Shoppers can browse products online and order for home delivery without violating social distancing protocol. They can even submit photos of their hair for free color-matching advice from Madison Braids employees, adding to the at-home-pampering feel of the shopping experience. Many satisfied customers then post photos of their braids on social media where they will be seen by other women, strengthening the Madison Braids brand and potentially encouraging future sales.
When the Center for Disease Control recommended that all civilians wear face masks in public to limit the spread of Covid-19, Madison Braids added these highly sought-after protective coverings to their website. Madison Braids now sells reusable cloth face masks for adults and children, filter inserts for masks and sprayable hand sanitizer–all alongside their usual headbands and hair clips.
In an effort to give back to its community in these difficult times, Madison Braids is now donating a medical-grade face mask to healthcare workers for every two cloth masks sold on its website. To date, they’ve donated over 1500 much-needed masks to nursing homes, hospitals and other first responders.
“We’ve been very fortunate,” says Blank. “We’re able to evolve and grow in this situation, but we don’t forget that there are vulnerable people out there who need our support. We’re always going to be here for our community.”
Despite the changes taking place across the globe, the future looks bright for Madison Braids. The beauty brand has expanded its offerings to include hair accessories and styling tools. The Blanks hope to add shampoos, conditioners and other hair-care products to their lineup in the near future. One day, you might find their braids on the shelves of big-box beauty stores and salons.
For now, the Blanks are focusing on growing and giving back.
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