Alton, Illinois, has been recognized for its thriving small business community, featured on Hulu’s reality show Small Business Revolution: Main Street. David and Cynthia Drakeford decided to bring their small business dream to this nationally renowned small business haven and help to enhance the beauty of women by opening Your Hair Supply Boutique.

“The Bible says a woman’s hair is her glory, and it starts there. Women are proud of their hair and they should be,” said David.

That conviction led the couple to launch their store in September 2023. David and Cynthia identified a need in the community that sparked the idea for the boutique.

“Your Hair Supply Boutique is the greatest hair supply boutique,” said David with pride. “We supply our customers with the finest products. We have the Ultra, Sensationnel and Mylk brands here. It’s those brands that everybody wanted to see, and they weren’t being supplied here (in Metro East).”

They set up their business in Alton, because they knew that women who wanted hair products and accessories were driving more than an hour roundtrip from St. Louis. By opening this unique store on the eastern side of the Mississippi River, they believe they are filling a void for customers.

While many of the brands they carry are marketed to African American females, David and Cynthia say they have found their products also appeal to women from a wide range of diverse backgrounds.

“We’ve found out that the actual product supplies a need for all ethnic types,” explained David. “That was the reason why my wife and I brought in so many different hair colors, and it just made it better and that expanded our reach. We have African Americans here, but we also have Puerto Rican customers,” David said describing who shops in the store. “We’ve had Caucasian customers. We’ve had someone from Peru that just moved here.” David smiled as he warmly recalled that customer from Peru who found exactly what she needed, saying, ‘I feel like you’re in the right place at the right time.’”

A beautiful beginning

David is not new to the beauty business. In fact, he has experience in the hair supply business working for more than a decade at a hair distribution company in St. Louis.

“I also visited Alton, made a couple deliveries here,” said David talking about how he became familiar with Alton. “It gave me a little background to the people here, talking to folks, but working there I learned some ins and out of the business and figured out how to best go about supplying the need here in Alton.”

A beautiful boutique

David’s approach to business is centered around inclusivity and community.

“Weave and wigs aren’t just for African American women. They’re for all types,” he emphasized. “Especially if you buy it according to the color of everybody’s hair.”

The store lives up to its adopted motto: ‘Welcome to Your Hair Supply Boutique, where we add to your natural beauty’. That statement clearly reflects the commitment of this ownership team to helping women in their community.

We’re going to put that as one of our taglines, because you’re already beautiful. It feels good when we help women get that confidence,” said David with a smile.

Your Hair Supply Boutique not only carries wigs and extensions, but has a robust selection of hair products and accessories including brushes, hair pomades and gels, and hair care tools.

“We only deal in top quality human or synthetic blend. We don’t deal in junk,” described David about the products he stocks. “We don’t deal in cadaver hair. There are hair companies out there to deal with cadaver hair and then a mixed blend. They’ll say it’s human hair and it’s not.”
David continued with confidence “We have a lot of pride with the type of hair we have here. The quality is top notch.”

David’s commitment to customer care is evident with every person who comes through the doors. He shared a story about a customer whom he referred to as “Miss Becky,” who was dealing with a death in the family and was about to attend a funeral. “I threw in a couple of items for free, and she just loved it,” David recalled. “She said I treated her like a normal person, but also cared for and understood what she was going through.”

In another encounter, David said he learned about a customer with cancer who was about to start chemotherapy “She’s said she’s just getting ready to buy a wig,” said David recalling the conversation. “She said, it looks like this is the store for me. She just requested that I get more blond hair in, so that’s what I’m going to do.”

David acknowledged that customers often visit the store during significant life moments, whether celebrating or mourning.

“That’s why our prices are reasonable,” David explained. “You already have your mind on other things. We want to help you feel confident and beautiful.” As David put it, “We have two jobs. We’re like bartenders. We console people and provide for them.”

Why do Your Hair Supply Boutique customers keep coming back again and again? David and Cynthia say they make customers feel special.

“I have no problems giving out discounts to regular customers who are coming back. And veteran discounts? We give that,” explained David. “My mother was a veteran in the Army. So, we supply a need for all people. But it’s special when people come in and appreciate you.”

David is often the only person in the store ready to help customers who are sometimes surprised he’s behind the counter.

“Even though my wife is the primary owner, there are times when I’m here running the store by myself. There will be women who come in who don’t know me, or who haven’t come in yet and see me sitting there in the chair, and I get an eye roll. They’ll say to me, ‘I don’t know if you know this or not’, and I’ll say ‘Well, I am here at the store,’” David said with a mischievous laugh. “‘I have to know a little something,’ just to mess with them a little bit. Then, I’ll surprise them with the knowledge I do have.”

The boutique’s welcoming atmosphere has also received rave reviews. Customers appreciate the clutter-free layout, allowing them to “flow freely” and enjoy a unique shopping experience.

“Everybody loves the fact that they can go up and down the aisles and just feel the air about the place,” explained David about his store’s unique layout. “They say they don’t feel this anywhere else.”

Appreciating Illinois

David says he understands that small business is vital to Alton and the Illinois economy.

“Support your mom-and-pop businesses,” David stressed. “We need it. It encourages true growth in the economy because we spend our money here in Alton, even though we live in St. Louis. We go to mom-and-pop boutiques to buy our things, which pays for the taxes. It’s good to shop locally.”

David says he is able to tap into his many years of experience in this industry to help Your Hair Supply Boutique get off to a relatively smooth start.

“I’ve learned a lot about retail on this journey when it comes to timing and buying of products,” explained David about running the business. “You have to know the timing because everything is in season. Truly. I never would’ve thought that about hair, even with me being in the industry. You have to order like 3 or 4 months in advance because there are only so much product the suppliers have, and you have to be first in line. I’ve learned that, and it really has been a learning experience for my wife and I.”

“I am proud of what my wife and I have accomplished here at the Your Hair Supply Boutique. We’ve supplied a need. We’ve made people happy when they’re sad and made people joyful when they’re happy.”