icon-folder-black YouTube Content Creation Entrepreneurship

Jonaé Raenetta - Brand Ambassador And Insights Into The Hair Industry

icon-calendar 2021-04-28 | icon-microphone 57m 48s Listening Time | icon-user Debutify CORP

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My guest today Jonaé Raenetta aka "The Realest Jaee" comes from a niche most, but respectfully not all are affected by, that’s hair. When we talk about niches, we do so in the context of their market value, but it’s good to take a few moments and consider how each niche can have a deep, meaningful impact on our well being, and hair can make a big difference, I would know I’ve only been obsessed with mine since high school. So as you listen, you may not suddenly take an interest in the hair niche yourself, but I want you to instead focus on the human characteristics that something seemingly aesthetic has much more depth to it, the same is true of any niche and that is what I want you to think about. 

Jonaé Raenetta Brown graduated from North Carolina Central University in 2019 with a B.S. in Mass Communications: Broadcast Media. While attending the HBCU, she establish her beauty brand, Think Pretty, and hosted on her college radio station, AudioNet. She is currently in school to obtain a degree in Business Marketing to grow her Media Marketing career. As she grows in experience and skill, she hopes to help black-owned organizations maximize growth and add value in the most resourceful way to their brands and businesses.




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Jonae Raenetta: [00:00:00] I think it definitely matters to go back to, you know, who your audience is and really hold on to hone onto like what exactly they need and the things that bothered them on a day-to-day basis. Where your product can help with that area, you know, make their life easier. And that's probably the second reason why people are in business.

Joseph: [00:00:31] You're listening Ecomonics, a Debutify podcast. Your resource for one of the kind of insights into the world of e-commerce and business in the modern age. This is Joseph. I'll be presenting a wealth of industry knowledge from interviews with successful business people and our own state-of-the-art research. Your time is valuable so let's go.

My guest today, Jonae Raenetta AKA the realest jaee, comes from a niche most, but respectfully not all are affected by, that's hair. You know, I wrote that down now that I'm saying it out loud, I guess one way or another, we're all affected by it. Anyways, when we talk about niches, we do so in the context of their market value, but it's good to take a few moments and consider how each niche can have a deep meaningful impact on our wellbeing and hair can make a big difference. I would know I've only been obsessed with mine since high school. So as you listen, you might not suddenly take an interest in the hair niche yourself, but I want you to instead focus on the human characteristics that something seemingly aesthetic has once you start analyzing it more in depth. The same is true of any niche and that is what I want you to think about.

 Jonae Raenetta, it is good to have you here on Ecomonics. Thanks for being here. Thanks for taking the time to talk with us today. How you doing, how you, how you feeling? 

Jonae Raenetta: [00:01:43] I appreciate being here. I'm doing all right, for the most part. The weather is getting warmer. And so.

Joseph: [00:01:49] Whereabouts are you? 

Jonae Raenetta: [00:01:50] In Virginia. 

Joseph: [00:01:51] Right on, yeah, we're here in Toronto, Canada. We've had our first like day didn't have a negative number attached to it. So people, people are on their shorts taking their chihuahuas for a walk at long last. Yeah, I'm not, I don't have to confuse the chihuahuas for the babies anymore. Cause the chihuahuas, a lot of the people here own them. They'll like treat him as like babies. I never grow up. So they're just put them in a swaddle, them and blankets and stuff. It's cute. 

Jonae Raenetta: [00:02:15] I saw, um, a cat in a stroller yesterday. 

Joseph: [00:02:20] I mean, it depends on the personality. I just can't imagine a cat would want to stay too long in one of those things. I don't know, buckle down or something like that. 

All right. Well, we've definitely got some really great stuff we want to get to day there's as always, I get a chance to learn about our guests beforehand. So I, I, I, it never occurred to me, but I tend to be spoiled on this before the audience gets to learn all about it, but you definitely have, uh, uh, you've taken a lot of initiative and I think your story is as inspiring.

And the more stories I get to hear, I think the more likely we're going to get more people to take the pledge as well. So opening question, if, uh, our longtime listeners know what's coming here we go. Tell us who you are and what do you do? 

Jonae Raenetta: [00:03:03] Um, I'm Jonae Raenetta, aka realest jaee. I am a entrepreneur. You are all in our, I have multiple things that I dabble into initially the hair industry and that transitioning to, uh, social media management and, um, business type of thing. So that's mainly about me. I went to school for mass communications and not kind of central and I studied broadcasting. So I'm definitely taking advantage of my degree. 

Joseph: [00:03:33] Sorry, just to clarify what the, uh, the transitioning. So are you still. Like, what are like for your day-to-day right now? Uh, is it still, you're still doing work in the, in the hair side or more in the, in the branding side?

Jonae Raenetta: [00:03:45] So I do a little, both, um, daytime, um, social media manager. I manage for a organization called Jomo works, and now I am. Um, and then by night, like that's when I start with the entrepreneurial world on YouTube, hair, industry, business. 

Joseph: [00:04:05] All right. Well, there's a couple of threads that I want to get through.

One of them is actually, I wasn't really planning on this, but I think this would be a great subject to hear about some of your experience in school. Now, with your degree in. Sorry. So it's mass communications and in broadcast. And, uh, how long ago was it, uh, when you were in school or was it just like, I don't know. Was it last week? Like when did you, uh, when did you wrap that up? 

Jonae Raenetta: [00:04:29] I graduated in May, 2019.

Joseph: [00:04:31] May 2019 for a second there I thought is that when I graduated and then I confuse 2007 with 2017. So it's actually been, it's been a, it's been like a decade. So since I've been in, um, college, although I have like a long.

Kind of beef with, uh, with education. I will say my post-secondary education has been some of the best because it has also been some of the most contemporary. The educators and the instructors are all people who are actively in the industry. And so they have to also pay attention to what's going on. And you can tell if the instructor him themselves are dated because people will have to apply what they teach in actuality and find.

So this one actually doesn't actually work. So one thing I would like to know about, um, your, your, your experience in the post-secondary educational field, being aware of video content, YouTube content, social media content. And did you find that the educational experience was like up to contemporary, um, were they doing what they could to prepare you for the future?

Jonae Raenetta: [00:05:33] Honestly, I have a kind of mixed feelings about that because I was in that transition period where social media started to become actually a career. And it wasn't seen as something as people just doing for fun anymore. So I didn't get that education piece of format of video content and. In general crafting together into actually look like something that you can try this, you can go onto like YouTube or, you know, Instagram, Facebook, all that, all these other platforms.

So I was taught mainly television and commercial radio, those types of things. And at one point it did kind of overlap into my career because I worked through school in the same field. And it did help. And then at times, to be honest, it didn't help at all. We didn't really have books behind it. So it was kinda just like up in the air, out of the blue type of a situation.

Joseph: [00:06:31] I remember from college, we, uh, in addition to the professor, as we would also have, there would be like lectures. It would give people a chance to come in and teach for a day rather than have to develop a whole curriculum. And so this was when they were trying to introduce us to making video content on YouTube.

They're trying to introduce us to, uh, to the, uh, to editing suites. They're trying to introduce us to, you know where not. So social media, not quite, it was, it was way too early for social media at the time. But if somebody was an early adopter in it, they would have been brought into the program to lecture us for the day.

So was a really like any presence for social media was, or even like a single day lecture. Was anybody at the time aware of how important this was gonna be? 

Jonae Raenetta: [00:07:17] No. My senior year when they started to roll out classes in social media. So, I never ever got to take an elective into it. I kind of just had to learn on my own. 

Joseph: [00:07:29] Okay. Let me, let me hear that story then. So take me through, I guess, how you went from, I don't know, just using social media for fun. I'm kind of making an assumption there, but I'm going to assume that it was, it was fun to then building a career out of it. Um, similarly, I kind of went through the same thing with podcasting. Like, uh, it's been about 10 years for me and I made the choice that I wanted to make a career out of it because kind of got sick of losing my sales jobs. 

Jonae Raenetta: [00:07:56] I started out. Um, it was way before college. It was actually in high school when Instagram first started coming out for me. Um, I started to dabble into it. Previously, I had accounts, like my space, Facebook, and you know, that wasn't really like a platform where people can be come and influencer on and it wasn't even the term influencer back then. It was just. Um, what it was. And I just really, I started to follow people who I'm collaborating with brands and, um, they did marketing and social media.

And I just admired that a lot. And I wanted to dabble into, I initially I wanted to get like a lot of followers, you know, that was kinda like a thing for me, a challenge for me to figure out how exactly these people, you know, scaled like that. And then it transitioned into, um, just me dabbling on each platform and it was fun for me.

It was a challenge. Um, understanding algorithms inches. Doing my research on that. It actually never dawn on me to go to school for it. I actually went to school initially for nursing, and then I transitioned to biology and then I went to mass comm. Um, so it started out in high school. And then, um, my mom made the suggestion of, you know, take a change of course, and it's why mass communications and it just happened to work out for me. 

Joseph: [00:09:22] And I would imagine that's some of the fundamentals that you had picked up in mass communications or broadcast, television and radio. There are some, uh, some insights that would come with you as you, uh, work in social media, because it is a continuation of a lot of that.

Just trying to send a message out and get that message to reach as many people as you can. Uh, what, uh, when did you have to wonder though, because it was one to address this through line. When you get a chance is like, what prompted the shift right. Going from nursing to biology to, well, I mean, I'm saying e-commerce and like broad perspective.

I think technically accounts, but specifically the social media management. 

Jonae Raenetta: [00:09:58] I was grossed out. Nursing. Nursing, biology grossed me out. I don't like germs. I don't like bacteria and like blood. And I was just like, I was, I wasn't motivated at all. It just. I was just lost and, um, I needed something new.

Joseph: [00:10:19] Yeah, that's fair. I, I don't want to turn this into like a gross up podcast.

There was, there was a part of, I was trying to clear my tub out with my hand yesterday. It was a poor idea that I will, uh, not do again at least for another week. So what I hear, uh, now about. I guess, so you're, you're working, it's just with one particular client for, uh, for social media management. So I guess I would like to hear some thinking about like the day to day.

Um, and we can go as like, as detail oriented as, as you're allowed to do. Right. I don't want you to give away any of your companies, uh, any of the company secrets, but like software, for instance, like what kind of software you use to manage it? Uh, how communication goes internally? Like if you have to run past something was like, give him the message, you ready to write it and you have to run it past somebody or they kind of trust you. They give you guidelines. So how does your, uh, how's your workflow dictated?

Jonae Raenetta: [00:11:09] I'm more like an employee with them. And so they have clients and many of them that I manage. So I manage clients, um, on average, about 10 different accounts, multiple platforms.

And I manage a team of social media representatives and coordinators, and day to day we utilize HootSweet a lot. Uh, we utilize native social media platforms. Um, and for personally, I used a social media calendar outline. I'm very detail oriented and organized. And if it's not, you know, in front of me laid out, I lose online.

Um, in GQs I'm don't, if you've heard of the platform before?

Joseph: [00:11:56] Unfortunately I know the men magazine, but I don't know.

Jonae Raenetta: [00:12:00] It's, it's very interesting. It lets you basically create categories on different tasks that you want to be completed. And you can assign them to people much kind of like asana? Abana? Something it's one of those platforms.

Asana. Yes. So it's, it's kind of like asana, but it's um, so Google.

Joseph: [00:12:23] With onboarding clients. So I would figure that clients are going to fit into one of two camps. Either. You have a clientele who they've got their social media going, but I don't know, they just need to delegate. And then. And they kind of have like the voice figured out.

Uh, and then I also figured that there are companies or potential clients who don't have a social media presence and they need to work with somebody to develop a voice. So is there, so I'll start with like, is there like. Are there any other, I dunno, categories or demographics for client work. And then after that, I'd like to hear about the onboarding process and how clients in, in, in either cap, like how you, how a relationship is set up when they don't have anything versus taking over something that they've already pre established.

Jonae Raenetta: [00:13:07] I'm big on listening. So when we have initial conversations, we get understanding, um, You know where you are exactly. Whether you do or you don't already have a social media presence and what your voice is already on there. A lot of times I find that whether they do or don't, it kind of leads you on the same path of figuring out, okay, what exactly is the problem?

And then we can, you know, strategize together to figure out exactly what you need. And the biggest component of that is the voice, the tone, not everybody has the same niche and a lot of people that I've worked with, they have multiple things that they're a part of. And they want to kind of like capture that all into either one platform or multiple platforms.

And that's where we, um, when we onboard them, we, you know, have that initial conversation and basically question out through strategy. And that's really all I can say about that.

Joseph: [00:14:12] I had a feeling that like, okay, the veil is going to come down at some point, but by the way, I just a little bit about my, uh, uh, my, my mindset is, is that I, I go through, uh, YouTube content just to kind of like pick out what would be some interesting talking points and like, okay.

Got to focus on research, got to focus on research. Oh, there's a YouTube video about you being kidnapped. All right. Well, I got to check this one out, but listeners can do, they can go, go check out the YouTube video to, to hear that story. I'm not gonna make it retaliate here. I just kinda like, Oh, what if there was a plot twist in there? I didn't see coming anyways.

I also want to definitely get your, your your insights into a hair. And while I'm going to admit, I don't personally see myself getting into the, uh, hair market, but, um, I also don't know the personality matrix of every last person listening. So we never know. And I think it'd be great to, uh, if we can just take away some fundamentals stuff.

That's true about when niche can, could potentially be true about other niches as a start. Um, let's just run through exactly what your hair business looks like right now. So I don't ask you a question that is not relevant to, to what you're currently doing. 

Jonae Raenetta: [00:15:32] So right now, my hair business is mainly focused on, um, Custom wigs, um, wig services and helping, um, entrepreneurs in the beauty industry scale and grow, um, essentially for free.

That's what I try to strive for. And then just, um, I have paid services and products that can help them, you know, transition onto their next step in their business or starting out or continuation to expand. 

Joseph: [00:16:09] I, I, I'm sorry. It's uh, uh, but are you, um, uh, selling any product on your own, uh, on this front right now? Or are you just working with others to help them sell for now? 

Jonae Raenetta: [00:16:17] I sell a couple of things. I kinda just want to focus on others, so I don't know I've done. I've done a lot for just me and I've gained that experience. So it's mainly me being able to give back and share now. 

Joseph: [00:16:31] Okay. So I guess the first thing that I would want to know and I'm, and I'm putting myself in the unusual position to kind of like.

What would a version of maybe like, if I was really interested in selling hair, uh, I will say there has been a couple of, uh, windows of time where I would lay, try to grow my hair out. So then I would cut it off as, okay. So the question by, I just go start with that one. How much of like hair in the, in the wig market is a real versus synthetic?

Jonae Raenetta: [00:16:57] It kinda just depends on your vendor and, um, It's definitely very diverse. So you can have years ago, there was this thing called and it was human hair and it was like the highest grade of human hair. But now we have like version here or, um, raw hair. And then you also have like synthetic hair, which is your fake hairs, um, blended hair, you know, that type of thing.

So it can definitely vary, but it's, I don't know exactly off the top of my hand, like how much is more, but I feel like there's, there's a lot of real hair out here. 

Joseph: [00:17:38] Yeah. Like if I had to, if I had to guess, and this really is just a guess, I would guess that artificial hair, um, has a higher market share just because natural hair does take time to grow.

Uh, yeah. Yeah. So that's kind of like my, my, my gut reaction to it, but, uh, uh, worth, uh, worth asking. All right. Um, and so in the hair business, I will say that I did formulate this question initially more like if I thought you were specifically selling to them, but I think you can actually answer it better now that I know that you're working with multiple people who are themselves, um, marketing this.

So what kind of clientele do you see? Um, I would figure that like, you have like hobbyists who just want to collect wigs, like in the same way other people like to collect. I dunno, vintage mugs. You have, um, actors, performers, people in theater, like business. The business side of it. And then there's, there's, uh, I don't know if I would say it's a market, but there are people who for one reason or another, no longer have hair on their head and want to get something else.

So those are my guesses, but what kind of clientele do you do? What other clientele do you see in the market? Or like what activity do you see based on these particular ones? 

Jonae Raenetta: [00:18:47] So I definitely feel like with the hair industry, there are multiple ways that, you know, there's more, there's multiple ways you can skin a cat and it's just like, there are people who sell directly to businesses, which is something that I focus on a lot, um, helping them and their field there's people who do sell to clients where they are suffering from like alopecia, or they just there's some people who just wear wig constantly. And they definitely will spend money. When I say money, I mean like thousands of dollars on my hair.

And, um, then you have people who are in union sag. And they do hair. They do hair for celebrities on set type of thing. But yeah, those are, those are some things that, uh, occur. And I, you know, I work with business owners, but there's other audiences definitely that I want to market to, and, you know, sell products to, to help them in their field.

But. Yeah. So far. Yeah. 

Joseph: [00:19:54] Um, what would be some of those other markets? I mean, I'm just, I'm just, I'm just wondering.

Jonae Raenetta: [00:20:00] Definitely people who suffer from alopecia, children, um, even, uh, cancer patients, um, which is kind of like where my middle name stems from my aunts, they suffered from breast cancer and one of them actually had like a thing for wigs.

Which is something that I've just recently found out. I just think that's kind of interesting how it's playing a role now. Um, part of the reason why I want to, you know, give back to women who, you know, they lose their hair, they go through a process and really not having hair as a woman is a process that you have to learn to love yourself. So just putting that love back into them. Definitely. 

Joseph: [00:20:45] I, I appreciate that. And, um, one thing to. Um, um, make light of it just for myself as, um, as a guy having hair is a process, uh, because the longer it goes and where I was like, what are you going to get a cut? And then there were times where like, I, cause I have, I have, it took me like 10 years to develop like how my, my haircare routine, um, or a shower, uh, genocides conditioned the top.

And I put a hat on and then I let my hair bake. So then that way it dries naturally, and it keeps the, the current shape. I'll I'll do that. And then I'll hop on a video and people do haircut. Like, no, I just did like 12 steps. You didn't know about the 12 steps anyways. Um, but I, I do. Yeah, I do. I appreciate the, the thought into, uh, assisting women who have a low loss of hair because, you know, it's a sensitive subject.

And, uh, and these illnesses, they, you know, they take a lot out of people. And so I can imagine how it must feel to then look at oneself in the mirror and see a part of ourselves is actually lost. Uh, you know, some, some, some clues that may be a little bit, um, more subtle. Like if a skin is a little bit more pale or eyes, a little bit more stolen, some stuff can just be kind of like mitigated or, uh, put out of mind, but like, Not having the hair.

It's, it's a constant reminder. It kind of like fill the top of my head for a second. And I feel the boldness of it. Cause I did work in a theater store for about, uh, well, it was, I would say like six, six to eight months could have gone on longer, but they raised the minimum wage. So actually I lost my job for it, but that's okay.

But you know, it helps some people, it doesn't help other that's all the politics really. And we, you know, we, we, we did have wigs for sale and they said, you know, some of these people, they come in and they just, they want to get their identity back. They, they, you know, they really feel like the last part of some of themselves when they lost their hair.

I did want to find out more about the other side of it is like people really say like hobby collectors, are, they just like develop a taste for wigs. Far be it from like any one individual to break down the complete psychology of it, but this is the best chance I got so far. So, you know, how does somebody develop a taste to want to wear wigs? Granted, assuming that they've already got their own hair anyways.

Jonae Raenetta: [00:22:52] I think it's mainly like, um, being able to have the versatility. As a, as a black woman, natural hair is a lot. Like we, we kind of fall into the same category of that 12 step process that can literally take all day long. And then there are some times where if you're here is like tighter of a curl, it can be harder to manage and to even grow because, um, it'll break off.

So there's some people who I think, um, take advantage of that to wear wigs as a protective style. And it, it gives them that versatility of whether or not they want to cut hair, cut their hair or collaborate without damaging their natural hair and still being able to grow it out. And, you know, they take the wig off and they do whatever they want to with their hair.

And I'm sure you've seen on big Afros and, you know, different types of things. So it just, it's kind of down to like personal preference, but a lot of people, they just like the versatility is trending. Um, and you know, people like to follow the trends and celebrity, and I think that's mainly a couple of reasons why.

Joseph: [00:24:12] I hope, let me ask you this question, because this one is kind of in nine away at me ever since, um, we were looking at different haircare products and like, one of them was very clearly marketed to the black market.

Like there was. Yeah, the visual imagery of it on there. I was like, okay, well, you know, uh, as, as a white fellow, I don't think this is for me. So like in the actual, like, uh, genetics of the hair itself, what is it about the hair that is in such demand that it actually ends up having a whole market share? 

Jonae Raenetta: [00:24:41] It varies so much, like there's so many different textures and being able to care for it. You can't care for straight hair the same way you would kinky curly hair. So like, if you could provide a product for both, and then what about the people in the middle? So it's like, they, I think that they capitalized off of it so much because it's always an ongoing process of getting those steps. Right.

What's working for you, you're here. And, um, people continuously wanting to keep that up and go they're here and, you know, cause it, it takes a while to even understand your hair and then it takes a while to like start to care for it, the way that it needs to be taken care of for even. For anybody, you can mess it up just like that.

So I think that's another drag for the market too. 

Joseph: [00:25:34] Yeah. I, I started becoming obsessed with my hair, like in the 11th grade and that is too, not quite 20, but like 15 years ago. Yeah. And like I said, like I had to develop a whole process for it. Like it is like, uh, I don't know about like a life's pursuit because eventually that it goes away anyways, but it, it takes a long time to actually understand the hair and to like, appreciate its strengths and weaknesses.

And it's funny, cause you're saying like one little thing can go wrong. Like if I get hit with a drop of water I'm done and it just pops up.

Jonae Raenetta: [00:26:08] Like starting the whole process over again. It's just like, well, if you had one product that could just resolve that for you, you have to worry about why. And I think they capitalize off of a lot.

Joseph: [00:26:19] Yeah. Especially like, okay, well, I mean, if you keep your case, people are wondering, I am not wearing a wig right now. Uh, but I am lucky that I'm wearing headphones. Cause like even just the headphones alone helped to kind of like keep a lot of the mess. And I also tie my hair back here, which is yes, back there.

I was hoping people would have noticed, but I guess as soon as I turned my head you'll, you'll see, I get this. I've never, we're just getting into heroin talk, but you know, I don't care. I don't really get to talk about this all that much. I, I made this mistake of like how, when my hair was like a lot longer and I would, um, uh, and I went to sleep and it was wet and I woke up and my neck had like a really bad rash on it too.

Uh, which has taken me even to this day to heal. I've had to use different creams to keep it from healing plate, to like, from getting like to eight years, stuff like that. That's just like a small example of like the different things that can go wrong and having this. So I can also understand too, is if like, you know, someone shows up to work and they got their wig ready for them.

And then they just, it allows them to be more consistent because consistency is key. We gotta be consistent with how we sound consistent, probably look and consistent with the setting, consistent everything. So even if somebody is a hair is a little bit off that day, that actually like. Has an effect on other people's perception and the ability to trust something consistent, because here's the thing, here's how it works.

So when someone has, it keeps things similar, I'm just using it like a news broadcast news broadcaster. They end up going more into like the subconscious. Um, you don't really notice the newscaster as much. You just notice the stories. So if somebody shows up to work and there's even like a subtle change or they're in a t-shirt or something like that, it pulls the audience out of their, uh, their, their subconscious muscle memory.

And now they're like focus on what's going on with them. So it's interesting. Yeah. Hair, hair, like is. Yeah, it's important. It changes a lot about how our people see one another. Now this was, this is a part I thought was pretty funny. Oh, by the way, I should stop for a second. In case you wanted to add anything to that. Cause I ended up going on a rant. 

Jonae Raenetta: [00:28:17] I definitely agree. They do notice it'll take them away and you know, then you become a, a trend. No, on Twitter.

Joseph: [00:28:26] There, there is. He's just funny because like a lot of the stuff that we. Uh, that we, that we talk about when it comes to training, uh, a lot of it has to do with like what products to avoid when getting into the market.

So like we're recommended to avoid creams stuff that has to be like, you know, consumed or rubbed on people's faces, just because there was a lot of things that can go wrong. Hair. One of the things I noticed in like one of your videos is that you're talking about how, like, there is like, um, a threshold of quality that it has a pass, cause it is going to be on somebodies head.

And that hair from AliExpress is like, Just not up to par, I use this term called bedrock and the way I explain it is, think of it as like your rock bottom by positive. It's like, what is like the, the bottom level for something to be acceptable. So what metrics, or how do you basically, how do you vet, uh, quality hair and how do you make sure that it's gonna last a long time, the stand, the elements, and I guess overall to feel different lifespans for a, for hair and for wigs. 

Jonae Raenetta: [00:29:28] I think it's a lot of, um, not forgetting that it is hair. So it's whether it's grown out of your head or it's on a piece of thread when you put it somewhere and you are manipulating it you're coloring it.

You're. You're doing something to it. If you're not taking care of it, then it is going to start to act up on you in multiple different types of ways, because that can't really be measured, um, because it comes from various sources. But what you can do at least is to have like that bottom line. Okay. This, I understand that hair tangles.

I understand that hair sheds. I understand the hair breaks, but how much is too much. And I think that's, those are the main three things that, you know, I like to keep in mind when it comes to here. Cause it's like, I can't forget those things. It is here, you know, and everything breaks down all the time.

Especially if you've been disconnected from your source. Your social nutrients. 

Joseph: [00:30:32] And then, uh, I, I don't even know this. And I, I mean, I guess I could check this out on Google, but it's always great to hear from my guests. Cause they'll also get their take on it, but like what, how exactly is synthetic care even made?

Like, I just don't know, like, is it. Yeah. I don't even know how to ask a question cause I'm so like ignorant about how this works. 

Jonae Raenetta: [00:30:50] Change it up so much. And honestly, I can't even tell you off the top of my head. I don't really dabble too much into it because it's, it's not real to me. So I don't want to play with plastic essentially.

It's plastic, but it's like micro fibers of like different things, blending it together. And sometimes they put human hair into it and then sometimes it's just strictly plastic and you can light it on fire, burn it away. So it just, um, it just varies. They have like connect lawn, which is like braiding hair.

Um, they have yacky hair. Um, it just varies, honestly. 

Joseph: [00:31:29] Okay. Yeah. I, I I've, I feel it on that. And. Yeah. I mean, well, I've had a couple of accidents where I've set my actual hair on fire. It also burns up, but like, it's, it's, it's a different thing when it's just plastic that it burns up and it just, it goes like that.

Jonae Raenetta: [00:31:43] Yeah. It'll like melt, you know, when you burn your hair at times to like a dust we burn like in milk. 

Joseph: [00:31:51] Okay. Uh, I guess one way that I would want to, uh, summarize this for, for people is, and I was trying to think of like, what's the best way to do this. So. For people who want to, uh, dabble in this particular niche. Is there anything else that you can share with us, uh, regarding strategy? Like where is it ideal to market it? What kind of, how do you, how do you base your interests? Uh, because everybody has hair. So I'm just wondering about how we relate the interests to the particular product. 

Jonae Raenetta: [00:32:21] I think it definitely matters to go back to, you know, who your audience is and really hold on to hold onto like what exactly they need and the things that I'm bothering them on a day-to-day basis where your product can help with that area and, you know, make their life easier. That's probably the second reason why people are in business and the first is of course making money. But I think the third one would be, I saw this in a recent interview is time like, um, getting into this field, definitely look at the times that we are in and what is trending and what isn't trending.

And then how can you help push that initiative or even create another, um, they can kind of like go hand in hand with what of course your audience needs. 

Joseph: [00:33:15] Have you, have you seen anything? I I'm thinking specifically, like if a client was about to do something that would be considered a red flag, or have you ever spotted anything about the product? Or even not just the product, but even a story, anything like that, where you'd have to say, Oh, hold on, hold on. That's a red alert basically. And just like asking about like red flags or anything, particularly emergent has come up?

Jonae Raenetta: [00:33:37] Um, through selling products, clients, like if they don't know what they want, back away. All money is not good money.

And you, you spend more time spinning your wheels and losing your mind and trying to figure out whether or not you're going to make this sell. And if they'll even be satisfied with it, because a lot of times with the hair industry, people will blast you on social media and, um, they can be very disrespectful and people will carry on this narrative that, you know, this girl did me wrong.

And stole my money or this guy did me wrong and stole my money. So I think, um, understanding that not every client, just because they have a thousand dollars and they're willing to give it to you means that it's a good, solid a thousand dollars and that you really need it because you could find somebody who will put you through the ringer or you, and they'll give you a thousand dollars.

So you can find you, somebody that is willing to pay you $2,000. And they're a super customer, but it's like, you're kind of chasing that thousand dollar client versus that $2,000 client, you lose your mind more and you won't even want to pursue that other person. That'll actually give you more. You know, because you're be messed up in the mind.

Um, I do want to add to that, uh, customer service, the question that you had producing customer service is a big one, too. I don't want to go too much into it, but yeah. 

Joseph: [00:35:05] Yeah. I, I see what you're saying. Um, it's interesting. I actually thought the analogy you were going to go with is like, somebody pays you $2,000, but puts you through a nightmare versus someone who pays like a thousand dollars, but it was like chill.

And I mean, there's value to that too, but I think what you say has also. Something worth considering, which is we ended up expanding so much energy on something that we become like reluctant to seek out, continued work. And then we ended up missing out on some of the best opportunities because we've got that prior experience to it.

So I think that's a that's important point is, you know, we, the money might look good, but you chase it too hard. And then you end up losing more in the long run anyways, if you cost yourself the ability to, uh, to make more.

Things that I saw from your YouTube content is about your marketing strategy. I can't say having spoken to so many people so far that we have never brought this up, but it does seem pretty unfamiliar to me, which is the strategy of like offering a product and a service simultaneously. Now is this something particularly you're doing with your business or is this something particularly you are.

Uh, instructing, uh, clients to do eat either case, uh, I would like to hear an expansion on this. So like, we've been kind of like going off, uh, we've been using hair as our referential plan, so we might as well stick to that. But if there are other examples you can give as well, I would want to hear those too.

I'd like to hear, uh, some, some examples or case study of implementing your strategy of like selling a product and then including a service with it, or is it selling a service and including a product with it?

Jonae Raenetta: [00:36:43] Okay. Yeah. So, um, I like to go service-based and then product, because it creates, uh, if you're already are somebody that you're already offering somebody, something that you don't have to spend money on.

Well, I'm good at color and in photo and we'll color it in on the internet. I can log on to Canva and use that for free. I can get a photo up there for free. And I can color them in and do XYZ for free and put it out on social media, for example, and people catch onto it and they're like, Oh yeah, like it's so nice, et cetera, et cetera.

Can you do it for me? And it's like, yes, I can do it. And I can take the photo. You know, and, um, I can do it and type of thing, and offer like a product behind it. Like if you are a photographer and this is something that you started out doing and just expanding more on that for me, I don't know if that was the best example, but for me, um, what I did starting out is I offered here services, something that came naturally to me and I, all I had to do was show up and a lot of times just do bit hair and then they would pay me.

Or so for me, it went from me just showing up and doing this service and leading to me, showing up with the product, doing the service and leaving. So aside, they kind of go hand in hand, if you could start out with a service first and then marry in with a product. That is in the same niche car market, because I mean, for hair, at least when a customer comes to you and she's like, I want to wig, but I don't have any hair.

And it's like, geez, I do here, but I'm sitting here either. So now me and you were both in the same boat trying to find some hair, versus if you come to me and say, Hey, I need some hair. Hey, I got some here and I have your service too, you know? And I think that's just, that's how I started out. And, um, it, it definitely paid off.

Joseph: [00:38:53] And what I think is great too, is that the, uh, the customer. Also inherently trust your expertise on it. So while they can spend time doing their research, which would it be helpful, but they, then they end up having to take the risk and then they bring it to you. And then you might say, well, I can't really work on this, cause this is, well, this is actually one of those hula skirts.

I don't understand why you thought this was so, and so you would say it would takes, it takes more time for both sides versus if you just. No, if you just do it and then you, uh, they trust you with it and they have the expertise, it builds your authority in the market as well, because now they recommend, Oh yeah.

Yeah. She, she set me up. She figured out what hair product I needed. She came over. Um, the challenge was scaling though is that, I would say, if you continue to want it to like expand the business, being able to go and work individually with each person would be kind of a, um, a challenging factor because you can only travel so far out.

And the last time that I talked to somebody, this is a while ago. Uh, it was Carolina Millan. And she, what she was doing was, you know, she would travel to work with clients and she would get paid well, and it was a great experience. So like, what challenges are you coming into in trying to scale the operation?

And I should say if that is your attendance, because not everybody needs a scale, sometimes e-commerce can actually be more of like, um, a controlled thing. Small doesn't necessarily mean a successful, quite the opposite. Sometimes small can actually be the best pathway to success, depending on what you're doing.

Jonae Raenetta: [00:40:22] I look at, how the CEO's move. So like, um, Dan Locke. I don't know if you heard him before. He's like, he's dope. Come check him out. He's on YouTube, but it gives a lot of insight online. Um, kinda like that rich dad, poor dad narrative. And how you can, you can be that person showing up doing the work, et cetera, et cetera, but then you, you're kind of essentially an employee versus having your money work for you.

So it's a transition from me being there, showing up, doing the work to my work, standing on its own and passively making money and passively helping people on scaling for not just myself, but for other people. So, um, I'm transitioning into, um, ways to passively make money, you know, and other people who are already doing the work we can eat together, you know, kind of like a team.

Joseph: [00:41:25] I see what you mean. Okay. So you have like experts, you have people who can, you can do the in-person then you, uh, and then you run the business. Yeah. That makes sense. Yeah, I sure get, it gives more work opportunity to them. Um, so that's all well, and good. I did have a couple of other, like. Not really that are not hair related questions.

Some other stuff. I was just curious that I wanted to know about, but I guess the last one that I would want to ask on this subject is, so you're saying you're transitioning towards that. Any other plans you want to share with us or, uh, how you see your, uh, your, your empire expanding? 

Jonae Raenetta: [00:41:54] I definitely feel like I can get, he downloads from God and he's really been lighting the path for me. There are some things that I am working to transition away from, and then your industry, and then things that I want to go into more of like the business spectrum and, um, uh, part of that is just being able to help people, you know, start a business with no money. Like it's a real thing. And it sounds like, what do you mean?

You know, but it's so much out here that. If you're not there, you won't know. So I'm trying to kind of like marry that and it's, um, it's definitely a process. And I think that it's going to be fruitful though, either way, especially for people who, you know, don't have access to the things that they actually need outside of just capital.

Is there resources. So if I could say anything that's that, and then just transitioning to more business. Entrepreneurship has been a thing of mine for a while, and I really didn't know where to go or how to go, or even at your definition of it. So it's been a journey for me and I just. I really just want to give back to other people because I wish I had somebody to do that for me.

Joseph: [00:43:18] The, the thing that really stuck out to me, uh, over the course of this conversation thus far, is the ability to give people the ability to restore some of themselves. Um, if they had lost their hair for one reason or another, or they were in the midst of it, or it just wasn't cooperating to be able to look at themselves in the mirror again and see an image that they recognize.

I don't, I can't fathom what kind of effect that has on people. But I imagine that for some people that really like makes a difference, it gives them some of that, some of that strength back to on their way to recovery. So, so that's, that's the thing that really stuck out to me. And that's why I think, uh, you know, God is, uh, directing you in this way, because it does give people an unmistakable positive. Um, especially for a lot of them, they're going through a lot, going through a struggle. Uh, I, I, when I get to talk to people who are open about their relationship with God, I, I do ask this question about, like, when do you remember having a very, uh, distinct experience?

Um, with God? Um, mine was a dream. I had a dream. I was in an office and he was on the other side and just kind of checking in with me and seeing if I was cool. And I'm like, yeah, I'm good. And there was an open door behind him, which was like a metaphor for death then. So, what do you think? I mean, no, I'm good.

I'm good. I'll go back and get, cause dreaming has always been like a big thing for me, although for listeners, just so for those of you who listened to the, uh, Greg Halpern episode, what he said about dreaming really stuck with me, something that I wasn't affected by it, but. All of that said, um, I just love asking this question just to hear it.

How, uh, has God manifested in your life and how did you feel you were connecting and how were you getting messages from him as a kid? 

Jonae Raenetta: [00:45:00] I always just felt like I had this calling. All my life when times get really hard and I will be frustrated with even existing. I just felt like he was always there. And, you know, not like physically there for me, I haven't experienced that, but he definitely played our role.

And then it was kinda like, um, as I grew up, there were things that would take place where I do get feelings like intuitive feelings, um, towards certain situations that I would be, or the little voice in the back of my head. And I'm kinda like you too, I'll have dreams. And it's, it's kinda like eye opening.

A recent dream that I had from him was something, um, in relation to like my purpose and, um, I, I journal a lot. And that's my main, like foundation of my relationship with God is through journaling and we kind of just have that one-on-one talk and I can feel his spirit and his presence when I do just let it all go.

Um, and then also there's times where I'll, I can call out and, you know, just let him know how I feel. And sometimes it can feel like, um, a weight lifted off of my shoulders or like, you know, somebody there comforting me. I do feel that, um, at times, right. Yeah. Those are the main, the main ways. Their beautiful.

Joseph: [00:46:42] Journaling is a, is a new one. I haven't heard, um, uh, any way to relate to that, but I can understand that it was just letting the thoughts flow through it freely. And then looking back on it like 10 minutes later and thinking, wow, No, there was more, I think there was more than one writer here as kind of like the, to take with the takeaway that I get from that next one.

Not God related at all. Well, actually it could be, I should wait until I get your answer. But, uh, when my producer did is, uh, she, uh, she likes to, she goes on to people's LinkedIn, just to kind of like, see what are people's work experience. I don't, I don't do that. I have a bit of, I'm a bit of like a tinfoil hat person.

So the idea that like people can see, I visited their page and it's like, I don't know that's always kind of like, I sat. My producer doesn't mind because, uh, she has a spine, but anyways, I, I didn't notice that you had, like, some of your early, early jobs were, uh, like fast food. I, myself, I come from at the grocery kingdom and even to this day, I go grocery shopping and I'll, I'll, I'll take a can out.

And then I'll like grab the other cans and I'll start facing them because the muscle memory never really went away. And so I got two questions for you. One, uh, did any like muscle memories or any, uh, any habits like that, uh, carry on after those, because frankly that work is, can be very repetitive. And number two, I would also like to know if any. Uh, if it taught you any, any lessons that, uh, work ethics or any insight or wisdom that you gained from, from those positions that came with you?

Jonae Raenetta: [00:48:11] Um, definitely customers, you have customers that are a little Coco and then you have some that are, you know, talkative, or you have some that are very friendly.

And it's just kinda what I've learned from those experiences is to not react to some things. So whether or not somebody is upset with me, um, or, you know, in those types of moments, unless it's like positive or happy, I have to be there to support them and work them through what they need, because they essentially need me in that moment.

And I think that's like major customer service. I feel like regardless of industry, it's very important. So I would say customer service is a major one that I got. And, um, what else? I dunno, I guess I'm good with, you know, crafty things. I did pizza. I worked, I worked at Domino's for like almost two years, so I'm, I'm quick with my hand movements.

Um, I can get a lot of things done, you know, I'm a multi-tasker so that's something that I feel like I got premier to drive too, though. Fast food drive through. Oh no, that's too much for me. And my brain doesn't operate. I can't, you know, ring somebody up, talk to somebody at the same time, call out to the kitchen.

I can't, I can't do all that all at once. That's a little too much, but it's like really hands-on. Yeah. You know, I can do that. Yeah.

Joseph: [00:49:52] Um, I was in the car with, uh, to my friends and, uh, I'm I'm in the back seat and my friend in the passenger seat. Hi, Joe. Just say what you want and don't overcomplicate it. I'm like, don't worry for complicated.

I just something, uh, can I get, uh, I just want a number one combo and then, uh, five, five minutes later. It's a, it's a, it's a double, double, but cream sort of sugar. And then the number one breakfast sandwich and the hash Brown. Oh, hang on. Like lean over. My, my friend is like in the driver's seat. I said, so my job is in communications and I screwed that up.

So like, yeah. Being on the other side, can't be pretty nightmarish at times because it's never because the customer is always right. So it's all, no matter what the issue is, I always have to think. Okay. How is this an opportunity for me to do this job better? If I don't think that then I end up being very resentful for what I'm doing.

So it's important. Psychology and I also, too, I got to say the thing that I really took away from what you said is that when the customer, presumably at a Domino's or the other place that you worked and they're going through something, and you said, this has them, they need me. Um, that to me tells me, you know, you're.

Your your, your closeness with a higher calling is something that's been with you for a long time, because I don't think there are statistically that many people in that position who would do that. I think a lot of people would just be like, all right, just follow the, follow the instructions from the, uh, from the VHS training tape and just.

And just get this person through, but you saw it as an opportunity to reach out to somebody and connect with them. And then I briefly had this image in my head of like the McDonald's a ball pit converting into a temporary, a therapy room where people would just lie down on the pulpit and just have the SIA as a comedy premises.


Jonae Raenetta: [00:51:37] I've definitely had an experience working in retail. This lady came in and she, I was with her for about 30 minutes, just walking around the store. And it wasn't even like, uh, you know, trying to get anything out of it type of thing, but it was just like, you know, that sense of she needs, she needs me, she needs me for advice, et cetera, et cetera.

And at the end of that, she was like, I wish I could tip you. You know, like in retail, you can't really tip and retail, but, um, you know, you just never know, like what if she did to me? You know, and there's people who could use that too. And it's just a matter of the things that are free to us. Love, respect, empathy.

You can give that to people and you just never know how many pay off. 

Joseph: [00:52:27] I will say I think tipping should be fine in that industry. I, I can't really think of an industry where tipping is like, Not well, maybe law, but other than that, like th you know, tipping really can make or break somebody. And I think it helps incentivize people who are like not just good at their job, but really good at their job to be able to stay around longer and, you know, actually be able to sustain themselves because unfortunately, a lot of those jobs are, uh, difficult for one to find a long-term, uh, sustainability.

It's unfortunate, but there was a whole thing about that. Like, you know, what those jobs are there for. And I will say two things about it. One is that like muscle though, they're really good at starter jobs because of the muscle memory. Like even when I'm not in the grocery, I'm just like fixing things on the sh on the shelf at home, that memory that I picked up, it makes it enjoyable to do now. Just kind of like arrange, my, uh, my groceries. And then I also thought, you know, someday I'm going to retire. What am I going to do after I retire? Probably just going to go back to the grocery shelf, honestly keeps me active, but a little bit of change in my pocket keeps me from like, not doing anything.

I'm sitting around all day waiting for the, for the clock to tick. So, you know, even though those jobs can be pretty difficult, I do look back on them with a, with a lot of reverence. 

Jonae Raenetta: [00:53:42] Yeah. It'll help you stay active and engaging. Do y'all have chick fil a out there?

Joseph: [00:53:49] It's new. We, uh, we had, uh, I think. It came, it came to Toronto last year.

Yeah. So wow. Was there there's lineups for it? Uh, of course this is Toronto. So half the people are lined up for the other half of our lineup besides calling a Chick-Filet racist, because I just can't help it today, but there's been a lot of controversy there too. But like, from what I heard, that that chicken is good and I think there's actually one opened up.

Like, no, no, sorry. We had a Jollibee's open up just down the street, a wrong one. Yeah. 

Jonae Raenetta: [00:54:21] Interesting. 

Joseph: [00:54:23] Interesting is a, is, is a generous way to put it there. Their slogan is like chicken and spaghetti. I haven't gotten a lighter for that one yet. Uh, I, I, to say, I think that's, I don't think I'm looking at it right now.

That's uh, all I had to really plan for you definitely got a lot of really great insights. Um, so for that I'm. Um, I'm very thankful. And again, I feel like such a noob. I really didn't understand much about hair and like, I'm starting to get a little bit better now. So, uh, for our listeners, I hope I was able to do the same favor.

Um, the last thing we'll do is if there's any like parting advice or words of wisdom, you'd like to share, you know, an answer to a question I didn't ask, you're more than welcome to, and then let our audience know how they can interact with you. Check out your content and maybe get in touch.


Jonae Raenetta: [00:55:11] If there's anything. I just feel like, don't give up. Um, I'm sure that's probably like a cliche thing to say, but literally don't give up if something is reoccurring on your life and it's a good thing, definitely act on it. And you just never know where will take you. Um, take advantage of the things that are free. Empathy, love, respect care, and you'll be less abundantly.

If you're looking for me, you can find me on social media at the realest jaee, um,realest with an E at the end and jaee, with two e's, um, also, um, on YouTube, the realest jaee. And that's where I share more content about the hair industry, this industry. And I keep it very informative, help people start their business with no money and yeah.

Joseph: [00:56:06] Listeners, if you're, if you're like me and like, you know, leaning more towards, uh, drawers, a stick underneath the desk, rather than hair. I would still say it's worth checking out some of the content because there's any insights are good insights. And I think today it was just a small example of that. So again, I really thank you for your time. It was great to have you on the show. All right, audience, uh, you know, to do at this point. And if you don't, uh, stand by, we will get to the instructions to as soon as possible, but otherwise take care and we'll check in soon.

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