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Chernique Williams created Shelia’s Girls natural hair products featuring essential oils that stimulate hair growth after experiencing hair loss.

BY KARIN DAVIS-THOMPSON | Staff Writer

ST. PETERSBURG — Like many businesses, Chernique Williams started hers out of necessity.

“I was going through a period where I was losing my hair,” she said. “I was distraught and started using products, trying to find a quick fix.”

But no matter how hard she tried, her hair kept shedding. Williams said it was a frustrating time for her, and after looking at all the money she’d spent with no luck, she decided to take a step back and try to figure out what to do next.

“I realized I wasn’t giving any product a chance to work,” the entrepreneur said. “I had hypothyroidism, and I was wearing wigs a lot, which doesn’t give your scalp a chance to breathe or get enough Vitamin D, which is important to hair growth.”

Shelia’s Girls hair serum is specially formulated with a powerful blend of natural ingredients that work together to nourish and strengthen your hair from the roots to the tips.

After much research and determination, she found something that worked and decided it was important to share what she’d learned with other women. So earlier this year, Williams opened Shelia’s Girls, a natural hair care line featuring products with essential oils that stimulate hair growth, relieve itchy scalp and reduce dandruff.

She named the business after her mother, whom she lost a few years ago.

Scalp Essentials Oil stimulates blood flow to the scalp to promote hair growth.

“I launched May of this year on Mother’s Day,” Williams said. “I thought it was a fitting start to Mother’s Day weekend.”

And while her sisters aren’t owners in the business, Williams said they have been very supportive of her dream.

“I run ideas by them,” she said. “And I send them products to test.”

Along with natural oils and serums to stimulate hair growth, Shelia’s Girls also sells sulfate-free shampoo, leave-in conditioner, sprays for locs and braids and a few hair accessories.

The 49-year-old said even though her business is relatively new, she has a good following and a wonderful group of repeat customers.

But to get to this point, Williams said she had to do her research and test her product with her sisters and a few other family members, friends and sorority sisters.

“Your name is your brand,” she said. “I had to make sure before I put it out there (for the public). There wasn’t one person that didn’t like the product.”

Along with the excitement of providing products that her friends and family love and knowing that they are her village, hearing customer feedback is also rewarding, maybe even the most rewarding part of her job.

“It makes me feel good that they love the product, that I have repeat customers,” she said.

So far, Shelia’s Girls can be found in three stores in the Tampa Bay area: My Shade and Texture, Silky Beauty, both in Tampa and Ebony Beauty in Clearwater. Customers can also purchase products online.

As the entrepreneur works to grow her business, she said she would encourage anyone interested in starting a business not to let anything stop them.

“You don’t want to look back and say you should have done this or should have done that,” she said. So, if you have an idea, go for it.”

To learn more about Shelia’s Girls, visit SheliasGirls.com or drop by Tropicana Field or one of the many markets Saturday Shoppes offers throughout the month to start your hair transformation. While you’re there, visit the more than 1,000 vendors as they sell their wares.

Log on to SaturdayShoppes.com to view all upcoming market events.

This story is part of a series highlighting small business owners participating in the Saturday Shoppes, an initiative creating economic development and opportunities for small business owners.