beauty Black Owned Beauty, The Conscious Choice
Pictured is Nedra Dokes, owner of Solo Beauty Supply
Shaneen Murray CNW Contributor
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eauty is the largest Black-owned, family-operated business and a staple in the Chicagoland area and has been a beauty supply industry for more than 35 years. Nedra Dokes inherited the business from her parents who opened their first beauty supply store in 1985. Dokes began working at Solo Beauty as a teenager. Working at the beauty supply store was a “requirement of residency in my home,” Nedra says with a hearty laugh. Through that experience, she gained an array of skills that helped her when she took over the family business. She pivoted from corporate America to a Black business owner. Since becoming owner, the Solo Beauty brand has expanded with a second location at 9011 S. Ashland Avenue Dokes was asked by the Board of Chambers to open this location and she was so honored, she couldn’t refuse. The flagship store is located at 8158 S. Cottage Grove Avenue. As a minority and Black woman business owner, Dokes says she’s experienced discrimination in a business dominated by Koreans, which includes, increased prices, suppliers setting arbitrary rules, and putting obstacles in place to prevent Black owners from buying popular products that sell out in their stores. Nedra feels it’s a lot easier to work with distributors
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who will sell products directly to her like some of her partnerships with local Black-owned brands. As a pioneer in the Black beauty supply industry, Nedra finds joy in mentoring others and her focus is
taking the business back. She’s mentored three Black women beauty supply owners, one in Minnesota and two here in Chicago. “We’re growing,” she says. She also mentors her Facebook group of Black beauty supply owners. She educates them about starting a career in the industry, finances, and location. She’s even advised reality TV star, Dr. Heavenly Kimes, of Bravo’s Married to Medicine, about the business. “It’s time to take it back!” Nedra says, “when we walk into beauty supply stores, the staff should not only look like us but talk like us too.” When asked about the recent hair relaxer lawsuit against big-name companies and cancer-causing products, Nedra says it is a topic she does not take lightly. She says she thought long and hard about making the decision to pull hair relaxers from her shelves. Although there’s been a huge decline in relaxer sales since the natural hair boom, Dokes opted to keep them saying, “People can buy what they want to buy, but I will be diligent and provide those customers with consumer education about the dangers of the product.” Solo Beauty supply is a one-stop-shop that carries plenty of hair products including Mielle Organics, TGIN, and Taliah Waajid. You can also find beauty items such as nail polish, combs, brushes, lipsticks, and fashion items like socks, leggings, sunglasses, and accessories. Braiding hair is the top-selling item with more colors than the average beauty supply carries. She also carries celebrity brands including Vivica A. Fox’s VF Hair wig collection. Nedra Dokes plans to give her customers a full Solo Beauty experience with pop-up events, education, franchise, and partnership opportunities. She wants the Black consumer to know there’s a choice and like their motto, she believes consumers should “Shop Where You are Appreciated & Respected, Black Owned- The Conscious Choice.” To stay updated on Solo Beauty Supply events and specials, follow Solo Beauty on all social media platforms @solobeauty and enjoy a special discount of 20% off using code: CHINEWSWEEKLY when you visit. December 14 - December 20, 2022