Hair today, the path to long-term sustainability always

CHRISTENE BEKE

Christine Beke turned her interest in haircare into a sprawling series of businesses and hair expo over two decades of entrepreneurship.

Christine "Kristy" Beke has endured as an entrepreneur.

Over two decades Beke has managed to grow a single chair hair braiding operation in Uptown into what is now a small haircare empire featuring two salons, a beauty supply store, a beauty academy and national entrepreneurial speaking engagements. 

According to data from the Pew Research Center, in general 20% of small businesses fail within the first year; half fail within the first five years. Sixty-five percent never see the 10-year mark and only 25% pass 15 years. The same data reports that among Black women small business owners the survival rate beyond 15 years is 3%. 

How has Beke, 46, managed to excel against the odds? 

“I wouldn’t call it a rigid formula," she said, “but I believe my strength has come from faith, resilience, and discipline.”

Beke, a native of Benin, reports the two main hurdles she's faced are being a Black woman and an immigrant. 

“Speaking with a French accent sometimes caused people to dismiss me or not take me seriously," she recounts. "On top of that, access to funding and resources was always limited."

But it didn’t slow Beke down. She relates that success means more than financial gain.

“I treat my businesses like ministries, they must serve people, not just profit," she said, adding she also emphasizes the value of adaptability and continued education. "I reinvest in my vision, keep learning, and build multiple streams of income that sustain each other." 

Beke said her love for haircare, particularly braiding, was nurtured in her home country where decorative designs are not just functional but an intrinsic part of West African culture. It was where pervasive economic challenges played an important role in crafting her entrepreneurial buoyancy. 

"Poverty was part of daily life and even basic needs were sometimes out of reach,” she said. “I watched my mother’s resilience and leaned on my faith in God. Those experiences gave me a fire to build, uplift, and create opportunities, not just for myself, but for others.”

At 16, Beke immigrated to the U.S., first in Maryland before relocating to Charlotte, where she worked at ADE African Hair Braiding. 

"Charlotte revealed itself as a city full of diversity, community and space to grow," she said "[Charlotte] became the true foundation of my entrepreneurial journey." 

After accepting a management position at ADE, Beke rented a small suite of her own at Salon Central. She also took steps to expand her reach as an entrepreneur. 

"At the same time, I enrolled at [Central Piedmont Community College], studying English as a second language and business,” she said. “Balancing classes with managing growing clientele wasn’t easy, but my determination carried me forward. As my demand grew, I expanded into larger suites, began hiring contractors, and started empowering other women to use their talents for financial independence." 

After outgrowing her rented suite, Beke opened her own salon on North Tyron Street, became a licensed hair braider and developed her signature Tree K Braids, a one-of-a-kind technique that gives the illusion of a weave while protecting natural hair. 

“It allows the scalp to breathe, prevents breakage and creates a lightweight, versatile, natural look," she said. “Our clients look and feel glamorous.”

The response to Tree K technique has been such that Beke reports some clients travel from outside the U.S.  But her vision extends beyond an in-demand haircare specialist to pay her success forward. To that end, she mentors other stylists. Her efforts culminated in the recent opening of Bignon's Natural Hair Beauty Academy. Bignon is part of Beke's Beninese name which means “God is Great” in the Fon language.

“For me, the greatest reward is the impact,” she said. “Mentoring men and women who have gone on to open their own salons, and now seeing students graduate with licenses and careers, that’s legacy. That’s empowerment.” 
While there is no secret formula for business success, Beke does offer some advice to people with entrepreneurial designs. 

“Start with your why,” Beke admonishes, adding, “your purpose is what sustains you when the challenges come.” 
Beke also cautions that jumping into business without the proper scaffolding threatens sustainability. 

“The biggest pitfall is skipping the foundation,” she said. “Too many hustle without setting up LLCs, business credit, contracts, or systems. Get your legal and financial foundation in place, structure your business, and create a plan that includes marketing, finances, and growth strategies.” 

It’s business acumen like this paired with her enthusiasm that has earned Beke speaking and mentoring opportunities on a national scale.

"I’ve been honored to mentor and speak at events such as the PA Hair & Fashion Expo (in Pittsburgh), the Extension Expo in Newark, New Jersey, and other venues across New York, the Carolinas, and beyond," Beke explains. 

Inspired by these events, in 2018 Beke launched the Charlotte Braiding Expo at the Hilton University Place. Although the showcase was suspended due to the COVID pandemic, Beke says that a revival is in the works. 

“It was designed as a platform to showcase the artistry of braiding while educating, motivating, and inspiring professionals,” she said. “We brought in celebrity guests, hosted live demos, and featured speakers.”

Beke sees great value in the positivity that embracing and promoting natural haircare has on Black women and girls. 

"Natural hair care is about embracing our authentic selves unapologetically,” she said. “It gives Black women freedom, confidence, and pride in their own beauty. It’s more than a beauty trend; it’s a cultural movement." 
Beke praises the Black haircare industry’s work to change the historically underrepresented and derogatory view of Black beauty in modern media. 

“Young girls can see themselves as beautiful, regal, and worthy,” she said. “Through braiding, natural styles, and products created for us, we affirm that our hair isn’t just acceptable, it’s extraordinary. That affirmation builds confidence from childhood to womanhood.”

Despite a very full plate, Beke shows no signs of slowing down. More expansion is in the works. 

"Last year we opened our first 360 Salon Suites in Greenville, South Carolina,” she said. “This year we launched Bignon’s Natural Hair Academy and we’re working on expanding Tree K Braids globally.” 

According to Beke, being a visionary is part of what has allowed her to excel over the years. 

“My mind is always working on the next venture," she said. “The dream doesn't die.”

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