Crown Affair founder Dianna Cohen
Crown Affair
Dianna Cohen said goodbye to the concept of “good hair days” just over a year ago when she launched Crown Affair, a haircare brand rooted in the idea of ritual application focused on mindfulness.
“Haircare is a category that has been selling professional solutions with the message that your hair needs to be ‘fixed’ or ‘tamed,’” says Cohen, founder and CEO, noting she wanted to change that messaging. “The more research I did it became clear how little in this category is regulated or ‘clean,’ and how dated the language around ‘good hair days’ has become.”
Cohen and her team are making products they hope give people the opportunity to find an effective, clean ritual that can allow them to “celebrate haircare” as part of their daily routine and wellbeing.
While the brand only launched in January of last year, a healthy hair routine isn’t new to her.
Cohen has always been the “go-to friend” for haircare help.
“Growing up I found self-assurance through caring for my hair, which sparked a life-long obsession with everyday rituals we all use to care for ourselves and connect with one another,” she explains, noting people would ask her for recommendations, eventually prompting her to write down her own, 12-step ritual to share with others in a Google Doc.
That Doc made its way around, spreading beyond her personal network. And as a result, Cohen identified a need for education and guidance around haircare, prompting her to look beyond her own hair and to investigate different textures and types of hair.
Hair became a hobby but now it’s become her business and like any venture, she’s learned a great deal since she launched last year.
“While I never could have predicted I’d be launching the business six weeks before a global pandemic, we’ve taken this time to practice what we preach and take our time to build something meaningful,” Cohen says, noting that there have been silver linings from the year including building what she called a “special culture” with a team built remotely.
In Crown Affair’s first year, Cohen also created Seedling, a professional development program pairing women in the early stages of their careers with female leaders spread across a variety of industries.
“When the COVID-19 crisis hit, we wanted to find a meaningful way to contribute in addition to donating a percentage of our sales,” Cohen says. “As an all-woman company founded by a CEO with an unconventional career path, we realized professional development and networking was something we could offer those whose career paths may be interrupted before they even begin.”
Seedling has created almost 200 mentor/mentee pairings in its first two “seasons.”
And while Cohen has been helping others develop professionally through Seedling, here are a few lessons and tips from Cohen for anyone hoping to create their own business.
Here’s what Cohen has learned since launching:
- “With any and every product idea or launch: Just start.”
Your start to any great idea, whether it be a business or a goal or a project, doesn’t have to be big or fancy. Cohen’s business had its beginnings in a Google Doc.
“It’s not easy to be a beginner in a world that measures the final result, but just start,” Cohen says. “Before you know it, you’ll look back and see how far you’ve come.”
- “Committing to a daily morning ritual / taking time for yourself will transform your work day ahead.”
Starting the morning off with self care is important. Cohen begins her days with “morning pages” and stretching and foam rolling for an hour before locking in at her computer. It’s important to “show up for yourself,” she says, noting that if you lead a team, they should be given the space to do the same.
- “Relationships are everything.”
No matter what the relationship is, it’s important. “Every person you connect with is a part of an ecosystem that builds your brand,” Cohen says. “Being kind and taking time to connect with people authentically is everything.”
- “Vulnerability can be a superpower.”
- “Keep your blinders up.”
There will always be someone who wants to imitate what you’ve done, Cohen says, but you have to keep in mind, “you’re the originator.”
And Cohen’s best tips for entrepreneurs:
- “Trust your gut at the end of the day.”
“You built this for you, you’ll know what is right,” Cohen says.
- “Nostalgia can kill you.”
What’s worked in the past is great but it’s not necessarily going to carry you forward. Flexibility is important.
- “Establish personal structures.”
Keeping rituals can support your work.
- “Assemble your ‘Avengers team.’”
Whether it’s a close, honest friend, a leadership coach, your partner, a former co-worker — building a supportive network that is ready to support you and help you troubleshoot when challenges arise.
- “Every dollar counts.”
While raising money is helpful, it’s important to find the right investors who understand that the growth of your vision is essential, Cohen says. “But with capital, know where it is going, and measure it if you can.”
And considering the importance of the dollar is essential in marketing too. “If you’re deciding between spending on paid marketing or original content, it’s a good idea to invest in unique, thoughtful content,” Cohen says. “Great work gets saved and shared forever, and provides context.”
