Miss Jessie's

by Miko Branch

  The financial relief provided by an investor can be tempting. However, we were able to resist because we were debt-free and had huge savings. We continue to hope that, ultimately, we will find that perfect combination of mentor and investor who can stand beside us in the years to come. But expansion isn’t something we need for its own sake. That’s why, when the offer isn’t right on all fronts, we can afford to say no. If we have to sit out a dance or two, we do. Bigger isn’t better; better is better.

  A HUMAN ENTERPRISE

  Our evolution as a business is about much more than a higher sales volume. It concerns how we are growing as people and how we act within the community that’s supported us from the beginning. This is important, because a brand isn’t just some label you stick on a great product. In many ways, it represents your values, as well as the aspirations and beliefs of the customers you serve. A business, particularly one that makes products dedicated to enhancing the lives of others in some way, needs to show its humanity. Besides, there is so much more to being successful than financial rewards. It has to mean something.

  For Madam C. J. Walker, her business became a platform to give back. She became a champion for civil rights, education, and empowering women and children in underserved communities across America. We have been taking steps to help others through scholarships, donating to community groups and boys’ and girls’ clubs. Whether it’s speaking with a group of high school girls or giving away our orange Miss Jessie’s gift bags full of product samples like Leave-In Condish and Pillow Soft Curls, to help out young girls and single working mothers, or offering free tips on hair, we are reaching back to groups of people with whom we identify.

  We aspire to be a brand with a heartbeat, and being a helpful part of the community is part of being complete. Beyond our knowledge of curly hair, we have many other jewels to share, and we understand the rule of reciprocity: Sharing and giving are going to benefit everyone, including us. Finding ways to be good to people gives us immense satisfaction. Helping people or friends find their own independence, or even offering stable jobs to hardworking individuals, makes us feel whole.

  When we contract out our work, we try as often as we can to partner with other small businesses and individuals, whether they are PR firms, makeup artists, production teams, or other hairstylists. We look at these young men and women who are striving and see ourselves. We take a chance on them because people like Joseph, my first hairstyling employer, or Sonia Alleyne, editor of the former Black Elegance magazine, who helped us get our first advertising campaign, took a chance on us.

  We also reach back to our old friends and hire them for various projects. We nurture and develop our employees, giving them full benefits. It is important that when you ask your staff to work hard—and we do—that you are willing to reward their hard work. Treating your staff fairly is not only the proper thing to do; it is also simply good business. You can avoid high turnover rates and the cost in time, energy, and money that it takes to train new staff. Over time, you will have and maintain a loyal and experienced team to support you and your business. We spot their talent and promote from within. My personal assistant, for example, has worked in every department, moving up from packing boxes to helping supervise the salon floor, to executing my ideas on video and photo shoots, writing out scripts, hiring models, setting up catering, and generally fulfilling his dream of getting into video production. It helps us, because he knows how exacting I am and knows how to meet my expectations, which means I don’t have to outsource the job to a video director. By grooming him for this spot, I now have a loyal employee who appreciates the opportunity to stretch himself.

  This is what giving back looks like for us. Whether it’s a small favor or a gesture, being able to help and support our community opens up our whole world on so many levels. It’s what our namesake, Miss Jessie, was all about. She never preached. Instead, she showed us what love is through countless small acts of kindness. Miss Jessie didn’t just teach us about independence, resourcefulness, and creativity at her kitchen table. She showed us her humanity and integrity simply by doing.

  We give back because we are extremely grateful. Although we didn’t have anything handed to us, we had a solid foundation on which to build. Our father, Jimmy Branch, taught us a great deal that we have carried forward to this day.

  We don’t know what the future holds for us. Our story is still unfolding. Like all great enterprises, we are a business with a beating heart. Miss Jessie’s is a living thing, constantly changing and evolving. But whatever happens, that change will continue to be on our own terms. The time-tested recipe that makes Miss Jessie’s a truly authentic brand will remain intact, as will the single most important ingredient of everything we produce—love.

  Epilogue

  MISS JESSIE’S EIGHT KEY INGREDIENTS

  Common Sense

  Follow your gut. You know when it’s wrong or right for you, so filter out the noise and listen to your inner voice. That first instinct is almost always correct. It doesn’t mean you shouldn’t stretch or try something new, but common sense should always prevail, no matter what the experts say.

  Choose Your People Wisely

  Know your partners, including those you work with. We use the interviewing and negotiating process to evaluate who is the right fit for us. At the end of the day, it’s about chemistry. You have to like, trust, and respect the people you are working with on a regular basis. Something good will always come out of a positive relationship.

  Reciprocity

  Foster mutual respect. There needs to be an organizational hierarchy, because someone must be accountable. But respect goes both ways. Employees will give you their best work when they know it’s appreciated, and that you believe in them. Expect much; motivate more.

  Business Karma

  Be fair. Treat others the way you would want to be treated, in all things. This includes competition, business partners, contractors, associates, and employees. Whether it’s making sure people get their money on time, or shipping out product well ahead of a deadline, people remember when you’ve been professional and courteous. You will always be first in line.

  Manage Expectations

  Have clarity from beginning to end. Whether it’s with family members who work with you or employees, clear communication about roles and expectations will save you a lot of pain. Let others know what is expected, and listen in turn to understand their goals and concerns. When everyone is on the same page, things flow and business is more productive.

  Live Within Your Means

  Trim the fat whenever necessary. There is no reason to run your business or your life beyond your means. Even when we made those huge sales numbers with Target, Titi and I never paid ourselves more than low six figures. Work with the budget you have, and when you have a good year, bank it. This will ensure liquidity and security when the unforeseen happens.

  Don’t Be Greedy

  Greed is not good. It can cloud your judgment. You will make bad deals if you are focused only on money. Remind yourself why you chose the business you are in. It’s usually because you have a passion for something and the money is secondary. Keep it that way.

  Never Rest on Your Laurels

  Constantly reevaluate. Nothing stands still. As situations change, you and your business need to change. Life and business are about continually adapting to the reality on the ground. When Miss Jessie realized that the situation in her childhood home down south was becoming untenable, she did not hesitate to pull up stakes and start a new life in Poughkeepsie. She kept it moving, and her life was richer and more fulfilling as a result.

  A LIFETIME OF LEARNING

  I’d like to think that, over the years, we’ve learned a few things and developed some core principles. From the time we were teenagers living under our father’s roof, Titi and I have been businesswomen. All told, we ran five different enterprises. They were:

  The Branch Cleaning Agency

  A one-chair salon that grew in
to Curve on Bond Street

  The curly-hair specialist salon in Bed-Stuy, which became Miss Jessie’s salon, now on Broadway in Manhattan

  Miss Jessie’s, the underground e-commerce business that sold product from our basement

  Miss Jessie’s, the global, mass retail brand

  Each of these ventures gave us a wealth of knowledge about how to start, grow, expand, and evolve a business, whether in the service sector or the mass consumer market. But there is a reason why our core principles are as much about values as they are about business strategy. Business is a fundamentally human activity. It reflects our humanity. That’s why, of all our business principles, the most important one is “Be true to yourself.” Never step away from those values you were raised with, and keep being you. It’s taken you this far, and it can take you all the way.

  LETTER TO TITI

  Dearest Titi,

  When I think back on our lives together, my heart is full with gratitude. When no one else believed in me, you always did. You stood beside me, pushing me to take it to another level even before I knew I wanted to do more. You carried so much of the load, enabling me, helping me to execute my vision, and sharing in all the tasks necessary to keep us moving forward. We could not have built Miss Jessie’s at the same speed or with the same level of satisfaction, if we had not been working side by side. You were an essential part of the recipe that made it so incredibly good. Without you, the adventure would not have been nearly as sweet.

  You’ve been my partner in crime since the day I was born. We did everything together, and growing up with you as my protector and best friend gave me the security of knowing that I would always be unconditionally loved. Throughout the years you have been my greatest teacher. You encouraged me and made me bold, all the while setting aside your own personal needs to see me thrive. You amazed me with your creativity and willingness to try anything to come up with our winning formula. You, like Miss Jessie, were a mother of invention, and I look back on your many accomplishments with awe and pride.

  Above all you were a devoted coparent to Faison. You helped me raise him as if he were your own. You were so much more than “Aunt Titi.” You cared for him as any mother would love her firstborn, and my son flourished with the extra dose of maternal love you gave him. You nurtured me, too.

  Yes, we had our conflicts, as sisters often do. Our bond was as strong as our expectations of each other were high. But, for all our ups and downs, I feel an intense and abiding love for you—my big sister. In many ways, we raised each other, and knowing we had each other’s backs gave us an inner strength and confidence that took us farther than we ever thought possible.

  Your rare beauty, generosity, and compassion will be sorely missed. Your curiosity and intelligence, the way you always extended yourself to others with countless acts of kindness and words of inspiration will never be forgotten. Titi, you were among the brightest lights in the room, always ready to laugh and engage. Your rich voice commanded attention and respect, and you moved through the world with such elegance and composure. You turned heads with those bright eyes, that magnetic smile, and that gorgeous head of blond, brown, black, and gold curls—a fitting crown for my queen.

  Although you left us far too soon, I am blessed to have been given the chance to spend more than forty years standing shoulder to shoulder with you. I hope and pray that you have been reunited with our beloved grandmother in heaven. May Miss Jessie fold you inside her warm embrace. May she love and care for you the way you loved and cared for us.

  Rest in peace, my darling big sister, and know that because of all the wisdom you shared with me I will run this business as your legacy, implementing your principles and ideas with emphasis on your grace, warmth, and style. Miss Jessie’s will be my tribute to your memory, and I will live to make you proud.

  Your ever-loving,

  Miko

  ACKNOWLEDGMENTS

  There are so many positive influences in my life for whom I am grateful—people who shaped me as an entrepreneur, a woman, and a mother. My whole adult life has been about living beyond my father’s expectations, to show him that I am smart; I am qualified. Jimmy Branch, Dad, has been my driving force, my unlikely inspiration to succeed. Every step I take, every decision I make, the same questions echo in my mind: WWDD—what would Daddy do? and WWDT—what would Daddy think? Thank you to my father for being an amazing teacher and devoted parent. Daddy, you taught me so much about life, parenting, and business. I am thankful to have been exposed to such a wonderful man.

  Titi, thank you for being my big sister, friend, supporter, partner, coparent, and protector. I have learned so much from you in all situations, good and bad. I am truly thankful to have spent much of my life with you.

  Above all, I want to thank my son. Miss Jessie’s would not exist if it were not for Faison Branch. Period. We could not have transformed an industry and inspired many to embrace their natural selves had he not been born. My son made a woman out of me. Faison, you are my greatest inspiration and motivator to be the best Miko I can be.

  I am eternally grateful to my late grandmother, Jessie Mae Branch. She is my ultimate example of strength, dignity, independence, respect, pride, family, and love. In many respects, I am Miss Jessie. Everyone in my family says that!

  To our mother, Karen Akemi Matsumoto, thank you for being my mom. You introduced me to art and beauty from an early age. I am forever grateful and thankful for your love and contribution to my greatest love, my son. Thank you for helping me to raise my king.

  To our customers and clients: The loyalty and support you have given me has been tremendous. Without that, we could not have realized so many of my dreams, and we are eternally grateful.

  To our business partners: we’ve been fortunate to do business with many kind and fair people. These partnerships have helped to propel our companies forward. We are truly thankful.

  To our employees: we could not have done this without you and we are thankful to you.

  To my friends, you know who you are! I deeply appreciate how you have been there for me, accepting me as I am. I feel blessed to be able to spend time with such wonderful, loving, and supportive friends.

  To my extended family: Uncle Irvin, Aunt Hilda, Aunt Lorraine, Uncle Ricardo, and all my cousins, aunts, and uncles. You have been cheering me on while always keeping it real with me, and for that I am thankful.

  I’d also like to thank the amazing team on this book project: Tracy Sherrod, Samantha Marshall, and Reeves Carter for being supportive, smart, skillful, insightful, professional, caring, and patient while putting this project together and helping me to realize my dream to tell our story. Thank you also to our dedicated literary agents, Carol Mann and Madeleine Morel.

  Last but not least, I thank God. I thank Him for giving me the knowledge, wisdom, and understanding to navigate this amazing life. He has been there for me all along, and I am so very humbled and grateful. I know I am truly blessed.

  GLOSSARY OF RETAIL TERMS

  Ad dollars—Money spent on advertising.

  Assortments—Can mean a few things: the collection of items within a brand, or the total collection of items in a planogram, or other collections of items.

  Broker—The liaison between manufacturer and retailer. A broker decodes the process and practices of the retailer, thereby making it easier for the manufacturer to do business with the retailer. The manufacturer pays the broker.

  Brand blocking—Placing all items from a brand together rather than blocking by segment. For instance, all shampoos together, then all conditioners, stylers, and so on. This is in contrast to putting together all products from one brand. Consumers most often shop by brands they are loyal to in categories; they shop by segment if they don’t care what they buy and are motivated only by price, size, or other factors.

  Buybacks—Products that are returned to the manufacturer for various reasons. The manufacturer refunds the large retailer for the value. Most common for outdated or discontinued merc
handise.

  Charge-backs—Deductions taken from payment to a vendor for any number of things—compliance charges, defectives, scans, etc.

  Collect—Often referred to as FOB (free on board) the vendor’s warehouse, meaning the vendor is responsible for the cost of getting the goods to their warehouse and the retailer takes over from there.

  Comp shop—Discovering a lower price from a competitor and matching it.

  Distributor—Normally buys the product from the manufacturer and resells to the retailer. Most likely seen with smaller brands that want a presence in larger chains or channels of distribution.

  Drop ship—Generally shipping directly to stores, or in some cases, direct to the consumer.

  End cap—A display on the front or back of an aisle; may rotate regularly.

  FDM—Food, drug, mass. Food: grocery (Kroger, Safeway, Publix); drug (Walgreens, CVS, Rite Aid); mass (Target, Walmart).

  Forecasting—Predicting the level of orders or sales by day, week, month, quarter, year, or longer.

  Funding for discounts or specials at food, drug, or mass retailers—Normally, promotions are funded at full retail, in which the manufacturer has responsibility for the promotion and the retailer has no out-of-pocket expenses. If funded at cost, the retailer is investing the margin difference between cost and full retail.