Founder and CEO of Precious Brand Hair, Precious Udoy has faced setbacks that required a fresh start. In this feature, she shares her inspiring journey of resilience and her strategic approach to rebuilding her brand, reaffirming her place at the forefront of the wig industry
located in the heart of Umhlanga, Durban, I am warmly greeted by Precious as I enter her hair salon. Two of her staff members are preparing wigs, a comforting sign of resilience despite the recent challenges. Precious previously shared that her salon, which was once adorned with a stunning array of high- end wigs, was victim to a devastating break-in. Nearly all her stock was stolen, leaving her to confront the fallout of this major setback.
“My salon was truly stunning,” Precious reflects, her eyes clouding with a mix of nostalgia and resolve. “I had amassed a collection of expensive wigs in preparation for a major Black Friday sale and was running seven shops within just six years.” The heist left her in shock for days. “I had an early morning meeting at my office. When I arrived at 8am, [the store manager] called with the devastating news. It was so unexpected, and the financial loss was significant. Initially, I suspected it might have been an inside job, but I later realised it was not.” Determined to move forward, Precious says, “The first step was to accept what had happened. I prayed intensely for the strength to bear the loss, and to my surprise, the business started booming again. It became the best year ever! Trusting God in every situation was crucial.”
Despite the resurgence, she faced heart-wrenching moments seeing loyal clients leave after seeking the premium wigs that were not available. “Seeing a loyal client walk away to buy elsewhere can be really disheartening, but I overcame these challenges through prayer and trust in God.” When asked how she remains motivated and focused despite the setbacks, Precious says, “My motivation comes from reflecting on where I started and where I am now. I assure myself that there’s no going back and that I won’t give up. Determination is key to success.”
To help prevent future incidents, Precious has implemented several security measures: “I’ve hired additional security guards and installed CCTV cameras and alarm systems. I am now acutely aware of the importance of security and ensure all protocols are observed for maximum protection.” With over 500k followers on her brand’s Instagram page, Precious says Precious says that the support from the community and her clients played a significant role in her recovery. “I am grateful for the massive support from my fans and clients. I didn’t realise how loved I was until I started receiving emails and DMs from them. Even those who didn’t have my private number reached out through these [communication] channels to offer their emotional support.”
From this experience, Precious has learned valuable lessons about success: “One key lesson is to not compromise on security—trying to save a small amount can result in losing a lot. It has made me stronger and more determined. My dad always says there’s no success without a story. I’ve also learned the importance of humility and maintaining relationships as you rise and fall.” Precious is focused on authenticity and quality. “I will never underestimate the importance of these elements in building a brand. My goal is to break into the international market and use various media platforms, including television, to promote my brand. Watch this space!
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