Rolling Out Magazine -Style Spotlight
Joia Mercedes - beauty trifecta
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Hairstylist, Makeup Artist and Entrepreneur
Imagine achieving millionaire status in the hair care industry like Madame C.J.
Walker and then taking it a step further in the 21st century and being crowned
mogul. That’s exactly Joia Mercedes’s
plan. She aims to be a household name like Oprah Winfrey is to media and
Russell Simmons is to fashion and entertainment. My vision is to be a hair
mogul, shares the make-up artist and hairstylist. I plan to open my own salon
and a wig boutique, in addition to already being a hairstylist
to the stars.
Joia Mercedes launched her online wig store, www.HollywoodHairandWigs.com, in
2006 and is looking forward to achieving her dreams of hair boutique
ownership by the end of the 2007. I sell lace-front wigs like Beyonce and Tyra wear, Mercedes
says. We tailor the wigs according to the client’s taste. The client goes
on the Web site and selects the color from the color ring, the length and the
texture (straight, curly, etc.) that they like. Once they provide the
measurements for their head, it’s fully customized.
I
am wearing a custom blend of blondes and browns and I lightened it and
lightened it until I came up with these colors, says Mercedes, describing the
beautiful lace unit on her own head.
While working on the set of The Game’s video shoot, directed
by Bryan Barber, Mercedes jokes that she’s been doing hair since she started
walking and talking. I actually went to beauty school when I was 15 years old
and have been working in a salon for about 10 years. I'm in my twenties
and already a beauty veteran.