Schedulicity Genius: Danielle Green
By Maya León
Profile of a Schedulicity Genius
Sometimes your world collides with someone and you just know that it was meant to be. When I first got this Social Media Spotlight submission from Danielle Green of Radically Curly Salon you’re seeing on the left, my star eyes emoji game was on fire. I thought I had died and gone to curl heaven. As you scroll down to read this interview and check out her work, those of you with curls in particular will know what I’m talking about. Not long after I discovered Radically Curly and Danielle, the idea for the Schedulicity Genius Series was born. I knew that Danielle had to be my next featured Genius after Mike Sio, the man who inspired this whole series. Upon reaching out to her, she so graciously accepted my inquiry to interview her. Getting to know her over the phone and through email has shown me just how very much alike we are, not to mention how incredible a human Danielle in fact is. So strap in, folks, to read on about Danielle Green’s curly hair activism, which is shaping the future of the entire hair industry.
Maya: I’m so stoked we’re finally talking! Tell me about yourself!
Danielle: Well, let’s see. First, I lived in Las Vegas by way of Kansas City, Missouri. I’m a single mom. I’ve been raising my daughter in Vegas for the past 14 years. I’m a small business owner as you know, and I’m a mixed chick with curly hair!
Maya: Yaaass, me too!
Danielle: I love hip hop. I love classical. There’s more about me than that, but yeah!
Maya: How many years have you been in the industry?
“Hair is my passion and I manage to make it my real income.”
Danielle: Whenever people ask me that I say: “Legal or illegal?” [laughs] I grew up in the business so I started doing hair behind the chair early; started playing around my mom’s best friend’s hair. I did my first roller set when I was 9. My parents were business owners when I was growing up. It’s been a long time. I don’t like to date myself, but my time in the business has been over 20 years. I’ve done other things in the world out there, but hair is my passion and I manage to make it my real income.
Maya: That’s awesome. So, you grew up in Kansas City then?
Danielle: Yeah, grew up in Kansas City. My parents had 3 salons when I was growing up.
Maya: Wow! So, owning a business runs in your blood!
Danielle: It does. I think so. I was adopted by my parents when I was a baby. My adopted parents were the salon owners. My biological great uncle also had a salon, so yeah, it’s in there.
Maya: Wow! It seems we do have other similarities heritage-wise. Tell me more about your business though.
Danielle: We are located in a Sola Salon, so we’re part of the Sola family. I rent a studio salon in a suburb near the strip called Henderson. As you know, the business is called Radically Curly and it’s all about helping people embrace their texture. We give advice and I also educate not only my staff but also other cosmetologists, whether they’re in school or whether they’re professionals. But we do all hair types. Sola has allowed me to answer a problem that is in our industry. By not having a lot of overhead, I can focus just on my target market, which is curly hair.
Because of Sola, I have a place to work and can really specialize in something, which is textured hair. I don’t have the big salon space, but I’m still a salon owner. I manage my brand and I answer a problem in my community as it relates to texture and curls, so I’ve been branding myself like that for the last 10 years. At first the name wasn’t Radically Curly, but I’ve always been known as a texture specialist, so I branded myself Radically Curly in 2014 and then the floodgates opened and the opportunity for me to grow has just skyrocketed. At first, I had 1 assistant that was coming out of cosmetology school. Then I had 6 independent stylists in a triple suite in Sola. So, I was like a large salon in a small space. Then in 2017 I downsized.
Maya: How many providers or staff do you have right now?
“Even though they’re licensed and they have their own clientele, we work on clients together.”
Danielle: There are 3 of us. My daughter, Miori, who just graduated from high school in 2017 and finished cosmetology school in 2018 and went to the Aveda Institute. And then there’s Tiara who had previously been a client of mine since she was 13. One day, I asked her what she wanted to do when she grew up and she said she wanted to do hair, so she went to cosmetology school and got a job with me here. I have a relationship with Aveda myself. I took advanced classes there and had always worked there. And living in Kansas City, I was able to help groom salons, kinda like Tabatha Coffey. This salon I came out to in Vegas needed someone to train their staff here, and that’s how I ended up at Sola because that first salon I worked at closed, so I went to another salon and that one closed too. And then the economy tanked and I ended up at Sola. So it was an answered prayer because I was a homeless stylist and Sola allowed me to grow my business. So I decided to go off on my own with Sola. Sola has been really good to me. There’s just 3 of us, so we call each other the Dream Team. We even work on our guests together sometimes. Even though they’re licensed and they have their own clientele, we work on clients together.
Maya: That sounds like a pretty uniquely collaborative setup you have!
Danielle: I think that’s what really makes us unique. When people come into our space they really feel welcome. When you come to our studio, maybe you’re coming for an appointment with Tiara, but we work together and so you feel really welcomed. When you have curly hair and you go to a salon for the first time, it can be a little scary. We want you to be able to let your guard down and feel safe. Whether you’re male or female, however you identify, you’re welcome.
Maya: I love that! It doesn’t seem to me that it’s common for stylists to work together on the same client, so that kind of segues into my next question: What sets you and your brand apart?
Danielle: My focus is textured hair and curly hair. That’s what sets us apart. Now, there are other salons that brand themselves that way, but I’d like to think that I’ve helped others take that leap and follow my lead. It was my passion and my dream to answer a problem that was in the industry. I believe that if I focused my brand purpose on the needs of my customers and my community that the people would come. I have two mentors/social media marketing coaches. One is Nina Konver with Passion Squared and the other is Britt Seva with Thrivers Society. With those 2 powerful women coaching me, I’ve been able to focus more on my target market. People. Purpose. Promise. That’s what sets us apart. I figured out what the problem was and I decided to provide a solution and it wasn’t easy. Not everyone who worked with me had that same dream, so that should explain why I downsized.
Maya: Yeah. I was gonna ask you about that.
Danielle: People come in and learn what they wanna learn and then they leave. You have hair stylists who want to be entrepreneurs and team members. I want to groom my people to be both team members and entrepreneurs. People can feel that I’m constantly uplifting them so that’s what makes me different.
“I believe that there’s no mistake how your hair grows out of your head.”
Maya: That’s awesome. On a different topic, what’s the secret to perfect curls?
Danielle: Oh my goodness…Well, I believe that there’s no mistake how your hair grows out of your head, so I know that perfect curls can be either slightly curly or wavy or kinky. There are so many textures out there, so in my mind they’re all perfect. The secret to keeping them in good shape is hydration, a balance in porosity–
Maya: What’s that?
Danielle: Porosity is the ability to absorb moisture, so we have low or high porosity. Related to that is the elasticity, or how the hair is able to bounce back when it’s wet. Then there’s the cut and the shape–creating the perfect shape or silhouette–and then of course making smart decisions with product as well as the overall health of the hair.
Danielle: Because I’m a mixed kid, I knew that I couldn’t focus my brand on race. Texture and curl doesn’t have a race. So, the activism apart of it is that no matter what your ethnicity is, in every culture, just like with skin color, we have been denied the right to be who we truly are and express our hair the way it naturally is. Radical means “far reaching” and I really wanted to be that voice. It doesn’t matter your skin color, your ethnicity. What matters is: The way your hair grew out of your head wasn’t a mistake and this is how it’s going to look its best. I’m going to show you how to embrace your hair and take care of it. For decades, we’ve conformed to the past and been told that we should be straightening our hair and flat ironing it to death to try to look how we were told we should look. This problem transcends the beauty industry. It transcends race, it transcends class. It’s a problem in every culture, so I wanted to make sure I stepped into the evolution part of the fight, the revolt, the revolution. I wanted to make sure I was right there in the trenches.
Before I became Radically Curly, I had meetup groups. There were a lot of different people. I just helped people share their stories: What happened in the military or growing up; what happened in the court room; what happened in the office. So now I am encouraging more and more people, especially in the salon industry, to take the same stance because the beauty industry has failed us. The cosmetology industry has failed us because we didn’t have the theory or curriculum around natural, curly, or textured hair. So one of my passions is to change that or see that it gets changed. I would like for that to change for the next generations to come, because as long as the industry is without that education, there will always be a void. And that’s why I’ve said in the past that this is an education-driven salon. What we’re saying to our guests is to do what they need to do in all those work situations, give them that self-empowerment and be a safe place where they’re taught how to maintain their hair.
“Curly has no race.”
For hair dressers, I’ve been going to cosmetology schools and sharing that message, the message that there was no mistake how the hair grew out of your head. I just wanna help people and help people look at their hair in a positive way. Not that there isn’t a time and a place for these, but as an industry, we have failed by over hyping things like Brazilian Blowouts. When the flat iron came out, people were doing it all the time. It’s teaching hair stylists to use tools that are already available and changing the mindset and perception, so it’s all about the feeling, not only for the guest, but the hair dresser. How do you feel when you’re doing textured hair? Are you welcoming the hair walking in the door? I’ve heard so many horror stories over the years. It’s starting to get better thanks to social media and we’re on the way to embracing textured hair, but there’s this tiny little 4 letter word called “race” that makes it hard. But curly has no race. Even in Black culture, kinky hair is still considered nappy. I’m just trying to help us evolve. Those that don’t want it—that’s fine—because it’s not for everybody. But, if do you want it, it’s here.
I have clients with lighter skin than me who have kinkier hair than me. There are so many layers to this onion that need to be peeled back. I know that historically my salon has been known for doing more mixed hair, and I do attract that but it’s where we’re headed. I was in a class and asked if they knew this term called “polyethnicity”. Because we’re mixing more and more, these kinds of textures are going to be around more and more. Straight hair is not going to be as prominent. You’ve got to educate yourself as a hairstylist because that’s what you’re going to get more and more. So I’m an activist not only for my community but for my industry, and sometimes you have to get matter of fact. It’s no longer black or white. Period.
Maya: I haven’t met or heard of anyone with this exact mission. Maybe there are others out there but I’m not aware of them. I very much believe in what you’re doing. As someone with curls, I agree that it’s very much needed.
As Angela Davis said: “Radical simply means ‘grasping something at the root’.”
Danielle: Thank you. I really hope that there will be more. I really do. I hope that we as a collective just keep spreading this around the world you know, because race does come in to play, but I think that we just need to do better as Angela Davis said: “Radical simply means ‘grasping something at the root’”. When someone first suggested that name “Radically Curly”, I was using a different name. I did some research and decided that was the name I needed to own.
Maya: This is all so fascinating, Danielle. I love learning all these details. How long have you been with Schedulicity now?
Danielle: I’ve been with Schedulcity 8 years. I remember when it first launched. Ever since I’ve been with Sola I’ve been with Schedulicity. I was on paper before that.
Maya: What made you want to try Schedulicity in the first place? Why take that plunge from paper to computer?
Danielle: It was simple. I think you guys had a 30-day free trial. It was a little scary to trust the cloud. I’m very tech savvy because I went to DeVry. Computer science was my jam but it was still scary. But when I started using it, it was like a prayer answered. I like to compare Schedulicity to the iPhone. It’s very functional. You turn it on and it’s good to go! It’s that easy to use!
Maya: I love that!
Danielle: Of course! And people who’ve worked with me before continue to use Schedulicity even after they move on. I think it’s great for those that are new to Sola because it kinda comes with an extra incentive. Lemme tell you, Maya, so many companies have tried to get me to leave Scheudlicity, including my web developer, and I never can, whether it’s cost or just like how I just can’t switch from iPhone to Samsung. It’s like that for me. It’s just my preference. And I think it’s because I’m one of those loyal customers too and I’ve never had any problems with Schedulicity. You’ve always been there for me. As you all have grown, I have grown. Schedulicity has helped me look good on the digital platform. Sometimes people will go to the online booking page and say “Oh your website is so cool. How do you do that?” You guys are my team. But Schedulicity has allowed me to integrate everything. I’m like a well-oiled machine. So, that’s one perk to have you guys. If Schedulicity were ever to go away, it would break my heart because I love it! It’s so easy to use!
Maya: You are what I call a “Scheduvanegelist”.
Danielle: Yeah! I could go on and on! The way you update it, how you guys are just here for us. It’s not that often that I have to go to Schedulicity because there’s a problem. That’s just how good it is.
Maya: I’m glad that you’ve had such a great experience with us! What would you say the biggest challenge you’ve faced in your business is though? I think you’ve already said it, but maybe there’s something you’d like to add?
“It’s a problem that companies like Target and Sephora have become the authority on products for textured hair care.”
Danielle: I’ve pretty much touched on it. I did write something to that question. The issues that I’ve dealt with are lack of education for textured hair, on main stages at trade shows and local suppliers. So this has not only impacted my salon but the industry on the whole. It’s a problem that companies like Target and Sephora have become the authority on products for textured hair care. They have more to offer hair care-wise than our local distributors so that’s my next big push.
Maya: What are you thinking there? How do you plan on tackling that?
Danielle: Education. And actually using my voice and my platform to bring it to light so that hopefully these products get manufactured for distributors.
Maya: Can you tell me more specifically what this plan might look like?
Danielle: I am an advocate and voice for the issues so I give solutions. I want to get others on board with that. I want people to see what Target has versus what the distributor has for the professional. So what happens is that the big manufacturers have a plan, probably a 10 year plan, and then we have the manufacturers that distribute to Target and the little drug stores, and that’s where our textured hair community shops. But when then the client comes in to get their hair done, we can’t recommend they buy the same things that we’re using on them.
So the distributors on the consumer level are going straight to the bank. The Black hair care market is the biggest market in the industry. Everybody is running to the drug store to buy their products, but what about the beauty industry? What’s happening there? We’re limited as to how many manufacturers are providing product to the distributors and then there’s providing education on the issue. Then you throw inclusion into the mix and you have a whole ‘nother set of problems and that’s where race comes into play. Every industry has that problem of representation and inclusion and the beauty industry is no different.
Maya: I knew some of this, but I had no idea the extent of the disconnect.
Danielle: That disconnect is why there are so many horror stories of hair salon visits.
Maya: That and the lack of education, right?
Danielle: Right. So it’s getting there. In 2018 I really put myself out there. I’m really an introvert, but when it comes to activism I will step out there. It’s scary! You’ll have people that’ll come and take your ideas and take them to the next level. And that’s fine because it’s not about me being the only one, but it’s about bringing it to the next generation. It has been a challenge for me. It’s a lot to deal with. It’s a lot of pressure; a lot of judgement; a lot of challenge. I’m fighting an invisible monster.
Maya: Are there other special issues you deal with given that you are a natural/curly hair salon?
“I’ve had to grow a pair of balls. I’ve had to say, “If you’re not bringing me products that’re not for naturally curly hair, just forget it.”
Danielle: I have sales reps that used to come in that I would be patient with and go “Oh I’ll try it,” knowing good and well that those products were not for my target market. And now over the last year and a half, I’ve had to grow a pair of balls. I’ve had to say, “If you’re not bringing me products that’re for naturally curly hair, just forget it.” I’ve had to just use my voice and set these boundaries.
Maya: Gotcha. Let’s go back to something that is working for you. [laughs] What’s your fave Schedulicity feature?
Danielle: Oh well other than online booking, the 24-hour access. My clients can access booking 24/7. And I know that that’s normal with other online booking sites, but that’s my favorite feature, that my clients can access it and they don’t have to call me, although I still do take calls when needed. I think the credit card feature is my next favorite feature. When you guys implemented that, I was like thank you god.
Maya: Are you using the Square reader?
Danielle: Yeah. And when you guys implemented the credit card part, it cut down my no-shows. I used to get no-showed a lot. And that was before what I know now about marketing. Before I knew my why, what I was actually doing, and what my purpose was, that changed.
But when you guys added the credit card aspect, it just upped the ante. It gave more respect to my business. I can say, “If you no-show, I’m going to charge you.” So the 24 hour access is awesome but actually, yeah, holding with a credit card is even better.
Maya: Yeah the last Schedulicity Genius I interviewed, Mike Sio, said the exact same thing.
“You guys have simplified it so much that you can literally plug and play like an iPhone. You have to use that analogy!”
Danielle: Yeah you schedule out this time and then someone doesn’t show up. That just ruins your day especially when you’re growing your business. We understand things come up. The first one’s on me but the next one’s on you. But if I don’t have any communication, I will charge, especially if the policy is already in writing, which it is. You guys have simplified it so much that you can literally plug and play like an iPhone. You have to use that analogy!
Maya: I am! I’m writing it down! [laughs] How else has Schedulicity helped your business or your life?
Danielle: I think earlier I mentioned how I was able to integrate on all my platforms, like being able to put ‘Book Now’ on Instagram. Having my digital footprint all in one place has simplified my life. Having people get into my chair just by clicking a button is amazing. Even if I didn’t have a website–I think there might be people out there who do that–I would recommend Schedulicity to everyone. You’ve built this platform as though you have your personal website.
Maya: Awesome. What’s the one thing you wish all people with textured hair knew?
Danielle: I said it earlier that there was no mistake how the hair grew out of your head. So embrace it and let us help you take care of it. It’s yours, so rock it! It’s unique and it’s yours! We rock the fabric of your hair, so let’s rock it together!
Maya: Ugh I can’t wait to have you help me rock my hair one day!
Danielle: Oh my gosh girl I got you!! [laughs]
Maya: Well, here we are at the last question! If you were to recommend Schedulicity to another person, what would you tell them?
Danielle: It’s affordable! As I told you, other companies have come to me, but it’s just so easy to use. It’s just like plugging in an iPhone. You just turn it on. And PLUS you’re rockstars! It’s so nice that you can get a hold of someone so quickly. There was one time–it was a fluke–I wanna say it was 2017. Something happened. A major system crash or something and I couldn’t figure it out. It was when I had the big team. I thought it was my fault that they couldn’t get into the system. And then you guys tweeted that you knew what was going on. It’s rare. Just the one time in the 8 years. And in no time it was fixed. You guys make sure that we know what’s going on. You keep us in the loop, so I’m a forever customer!
Maya: You are awesome!!
Danielle: Thank you! Schedulicity is awesome. This interview has been such a pleasure!
Maya: Aww thank you! I’m so glad we finally made it happen.
Danielle: I don’t want it to be over! And I can’t wait to see you in my chair! Thank you so much!
Maya: Thank YOU, Danielle! I can’t wait to be in your chair too!!
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