Enterprise Nation

Nadine Harding is the first person we've ever profiled who has turned her spare room in to a lab. It's in this space that she hand makes products for people with curly hair. Sales are bouncing along nicely. 

When did you start the business?

In July 2008

Were you working full time when you started out?

When I came up with the idea for Curl Harmony I was in full time employment. I always intended to stay in employment and be a 5-9er, however, I was made redundant in June 2008 before I launched the business. I used this extra time to focus completely on my ideas.

You created the product as you spotted a gap in the market but how did you know how to go about the production of hair products?

I got the idea because I found it incredibly difficult to find natural products for my own afro hair. Through my research, I also began to appreciate that all women with curly hair find their hair challenging at times so I decided to formulate a range for all curl types. I started by learning about different ingredients and their function in products. From there I was able to formulate my own products and after a little trial and error (having a degree in Chemistry has helped) I produce a complete range for wavy, curly and afro hair. I gave samples to friends, family and also strangers to evaluate. Their positive feedback gave me the confidence to go to market with my products.

Do you make the products in your home?

All my products are made by hand. I turned my spare bedroom into my ‘lab’ and this is where I manufacture, fill and label all the bottles and jars.

What is the single most effective marketing move you’ve made so far?

Google Adwords is working very well for me at the moment, increasing traffic to the website. They aren’t too expensive and I can target my market quite easily. I also get a lot of business through word of mouth and customer reviews posted on internet forums.

What are your plans for the business in 2009? 

Business has picked up immensely this year, so much so that I won’t be able to make the products myself for very much longer. In the not too distant future, I’ll be looking to contract out the manufacturing side of the business to free up more time to concentrate on marketing and sales.

• Nadine Harding, Curl Harmony