African American hairstyles are inventive, eclectic, stylish and ever-escalating. Likewise, Leslie and Valerie Hughes, founders of Frizzy by Nature, the nonprofit that hosts Frizz Fest, the annual natural beauty festival, are creatively expanding their portfolio.
Last week the sisters-in-law hosted the “Blooming Business Training,” event designed to empower St. Louis entrepreneurs. A press release for the event simply defined it as a way “to help local entrepreneurs thrive.”
Inside the midtown CIC building on S. Sarah Street, impeccably dressed, actively engaged participants occupied all tables and chairs of the spacious exposed brick room. Backed by a host of sponsors including Square, the St. Louis Development Corporation (SLDC) and US Bank, the event provided vital resources and economic opportunities for over 50 small businesses in the region.
Refreshingly, the event seemed to celebrate diversity, equity and inclusion, the antithesis of a politicized society seemingly retreating from such values.
Valerie happily acknowledged the sponsor’s contributions: “They’re putting action behind their missions. They’re “amplifying these folk and providing resources for them.”
The inspiration for the business event is embedded in Frizz Fest’s 8-year relationship with its small business vendors.
“Our vendors are such a big part of Frizz Fest, so we wanted to amplify that. So, Blooming Business is tailored specifically for the entrepreneurs who have grown with us, really putting the work in and making the world a better place. Because honestly; small businesses and business ownership make a big difference in our communities.”
Leslie and Valerie are both native St. Louisans. Black hair, as a real-life issue, has always been a figurative, literal and sometimes challenging part of most Black women’s lives, Hughes said.
“It’s always been a part of our journey growing up; just being Black women, Black girls navigating through America with Black hair. Then, as youth, there’s the possibility of harmful chemicals like relaxers that many Black women and girls use to make our hair more ‘manageable.’
“It wasn’t until our late teens, early 20s that Hughes got really interested in the natural hair movement and cut all her relaxed hair off, rocked her ‘Fro,’ moved to LA, a place that was much more vibrant and accepting of people who looked different, if you will. That’s when natural hair became more prominent in our lives.”
Inspired by the AfroPunk and CURLFEST festivals on the East Coast, Leslie said their goal was to put “St. Louis brag” on it. The objective, she said, was to create “safe and free spaces in the city. Over the years, she added, they’ve been able “to bring artists, entrepreneurs and the community along with us to grow all the pieces together.”
When about six hundred people came out for the first Frizz Fest in 2017, Hughes said she and Leslie knew they were on to something big. Today, Frizz Fest has earned the moniker of the “largest Black beauty festival” in the Midwest.
This year’s festival will be held on September 20 at Tower Grove Park on S. Grand Blvd. The outdoor, colorful, vibrant spectacle will feature a vendor’s market, food trucks, live performers like Canadian singer Melanie Fiona, a farmer’s market, hair shows, kids rides and games, health and well-being programs, and much, much more.
The annual event draws a widely diverse crowd, which doesn’t surprise Valerie at all.
“Black folk have always been the most loving and welcoming people on earth. If you come to Frizz Fest with the right intentions, the right love, spirit, and joy, this is the space for you.”
No matter what happens in the world politically or socially, Valerie said, diversity, culture and “being” will always be a mainstay of Frizz Fest.
“This year our theme is ‘Back Joy,’ and we are celebrating that; we’re not running away from that. Ya’ll can get rid of DEI if you want to, but that’s not going to stop us,” she said.
“We understand how important our culture is and that our history cannot be erased. We know Black entrepreneurs are vital. We understand how important it is for us to be safe, seen and celebrated. We don’t get the privilege of walking into every space and feeling like that. So, when you walk into Frizz Fest as a Black person, you come as you are, and you feel welcomed.
“We are all-inclusive, all-encompassing; you’re going to see people of all different shapes, sizes, shades, hair textures…it’s just a melting pot of Black beauty.”
To learn more about Frizzy by Nature, Frizz Fest, or the host of events they offer throughout the year visit: https://frizzybynature.com/
Sylvester Brown Jr. is the Deaconess Foundation Community Advocacy Fellow.