With an array of new product launches, award wins and a plethora of BIG plans for 2023 and beyond, we had the pleasure of sitting down and catching up with LullaBellz Founder and all-round boss babe herself, Laura Smith, on all things Hair, Business, and what it really took to build LullaBellz into the highly established and well-loved brand it is today.
Founding the business in 2011 as a hair jewellery brand, we learn more about how Laura elevated LullaBellz to new heights, where her passion for Hair Extensions stemmed from, and what's to come for the brand..
SO, FIRST THINGS FIRST! TELL US ABOUT THE EVOLUTION OF LULLABELLZ AND HOW YOU STARTED OUT?
LullaBellz started as a hair jewellery brand in 2011, specialising in crystal headwear and statement jewels. In my final year at Uni, I did everything for the brand myself - social media, emails, customer service and dispatch. I even had a corner of my Uni bedroom as a dedicated dispatch station for sending out orders!
Fast-forward a few years - consistency, passion and believing in my brand got us scouted by PLT, ASOS and Boohoo, who now buy from us and sell LullaBellz products on their websites. It took 5 years before LullaBellz started to feel ‘seen’ online.
We then started designing our own Hair Extension products in-house. The business grew through word of mouth, viral videos on social media and an incredible powerhouse working behind the scenes at LullaBellz HQ.
It’s been 12 years to get to this point. Don’t let people make you believe that ‘overnight success’ is legitimately overnight success. My advice for anyone thinking of starting their own business: Stick to it!
WHERE DOES YOUR PASSION FOR HAIR COME FROM?
I’ve always been passionate about hair styling. Growing up so many of my friends were into makeup, some fashion, but my thing has always been hair. I wasn’t blessed with super long, thick hair, so it’s always been a personal interest of mine to ensure my hair looks on-point at all times. I started wearing hair extensions at around age 16. I remember my sister and I would buy hair extensions from the market and glue them in with copydex glue (if you know, you know). At the time there wasn’t a lot available hair extension wise, so I’d sourced my own suppliers and went through a lot of trial and error to achieve the look I was wanting to create. I couldn't curl my hair myself when I was younger so I used pre-style extensions to help me achieve this look.
I believe all girls should be able to feel confident and glamorous, and you shouldn’t have to be skilled at hair or break the bank to do so. That’s still very much the passion behind LullaBellz today.
WHAT'S BEEN YOUR FAVOURITE PRODUCT TO DATE?
Our award winning Super Thick 22'' 5 Piece Curly Hair Extensions!
TELL US ABOUT YOUR FAVOURITE CAMPAIGN TO DATE AND WHY?
Our 34'' Extra AF Braid campaign for sure! Why? It has always been a dream to shoot in LA with LullaBellz, and we finally had the opportunity to in Summer 2021.
Not only did we create a product that was the first to market, no one had created an instant Synthetic 34'' Braid at the time, so we went viral! The campaign was extremely successful and featured on the second biggest billboard in Europe. Our sales skyrocketed, and the whole campaign was just iconic!
WHAT'S BEEN YOUR BIGGEST ACHIEVEMENT IN BUSINESS?
LullaBellz! Being recognised as the industry leader in a very competitive industry by winning awards for products that myself and my team created in-house.
I started it myself at a really young age from business knowledge and a passion for what I was selling. It began from my university bedroom in Manchester; I took on every task including; making the products, designing, photographing, editing, listing, marketing, social media, packaging, shipping, customer service... even styling the hair on shoots!
LullaBellz is stocked on all the major fashion sites and worn by some of the biggest names in the celebrity and influencer industry. I love seeing the products on customers when I’m out on a girls night, too. I went to an event recently and our 34” Extra AF Braid was EVERYWHERE.
This is always such a ‘pinch me’ moment. It honestly gives me such a buzz and I'll be forever grateful I get to call this my job and give that extra confidence to so many girls!
WHAT'S YOUR 'CANT LIVE WITHOUT' PRODUCT?
I have two! Our 2-in-1 Folding Brush & Comb which is my handbag hero! Also, our Slick Back Down Baby Hair Styler (I use this on my eyebrows too now, thanks to @alishalemayx telling me she uses it on hers!)
WHAT'S NEXT FOR LULLABELLZ?
The next step for LullaBellz is to go global. We are already super affordable, so we are always working on how we can keep costs down to remain accessible for our customers.
Every girl should be able to feel good in themselves, and you shouldn’t have to break the bank to do so. I see the confidence that our hair pieces give to our customers, so that’s something I don’t ever want to stop. I’m a girls girl through and through, and championing girls to do better and feel better is a huge passion of mine.
WHAT ADVICE WOULD YOU GIVE TO SOMEONE WANTING TO START THEIR OWN BRAND?
Just do it! Build a plan, focus on a goal and everyday move towards that! Don’t worry about what people will think. Trying is better than not trying at all. Don’t be afraid of making mistakes, they will mould you into your future entrepreneurial self and build resilience which is a fundamental skill in business!
Many thanks to Laura for sitting down with us and answering the questions you, our LullaBabes, wanted to know about everything hair, business and LullaBellz!