WHEATON, Ill. — A salon in Wheaton is helping clients embrace their natural curls while providing a safe space to educate and boost confidence.
Annette Norwood, owner of Posh Curls — located at 213 West Wesley Street in Wheaton — says her business is about more that just cutting hair.
“I felt that this was something in my heart and my gut that people needed,” Norwood says. “It wasn’t just a haircut anymore.”
It was 20 years into her career as a stylist when Norwood decided to step out of her comfort zone, not knowing it would evolve into something so much bigger.
“Natural curls would come into the salon, and I would hide in the back room,” she said.
That’s why when Norwood opened her first salon in 2008, she took her education to the next level, learning from the best of the best in New York. She then made the call to become a curly hair-exclusive salon and says the reward far outweighed the risk.
“I ended up getting rid of over 500 clients, just because I wanted — in my heart, in my gut — it was curls,” Norwood says.
It’s also a way to help people learn more about who they are, and what makes them feel confident and helps them take care of their hair in a healthy way.
Regardless of ethnicity, age or gender, no two curls are the same.
“It’s a safe place,” Norwood said. “This has always been a safe place. Everybody is welcome.”
Norwood’s clients say they struggle to find a salon that specializes in cutting and helping take care of curly hair. That challenge is real for men, women and children.
“A lot of people say they can cut curly hair, but they actually can’t,” client Keira Moore says. “So it’s hard to find someone that’s trustworthy.”
Says client Israel Cruz: “I’ve been natural for about six years, and I never could find someone that could cut my hair until about six, seven months ago.”
Norwood says a dry haircut for people with curly hair is the most important thing, along with the products you use. She felt something was missing, so she founded and trademarked the “formacut,” a Latin and Italian word for form, shape and appearance.
One curl is taken and connected to the next to find the perfect shape.
“It’s a big family feeling here,” client Orlando Middleton says.
“Every time, I feel like the best ‘me’ ever,” client Tia Ganter said. “It’s really awesome.”
Indeed, Norwood is transforming so much more than just hair.
“It’s changed my life, so that’s what fulfills me,” she says. “It’s not a job anymore.”
Norwood says she’s excited to welcome more stylists to the “formacut” academy. Visit poshcurls.com for more information.
