Today we’d like to introduce you to Liv Bennett
Hi Liv, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I was born in the Bronx, New York to Jamaican immigrant parents. I grew up with my mom, little sister, and father in the household. I also have one older sister from both parents who we would visit while she was in high school and college in other cities. I did have one older brother from both parents who passed away before I was born, however I am 1 of 15 siblings on my dads side. I grew up in an environment that was very confusing to me. My parents were married but I never spent a Thanksgiving, Christmas, New Years, or birthday with my father growing up. We were raised to stay in a child’s place so we could never ask questions.
As a child, I found solace in my creativity. I would spend hours in my room in my own little world. It started with reading. I could read very well before 5 years old. I remember being in kindergarten at P.S. 103 and my teacher Ms. Rock had me reading to the class because she was so amazed that I could read that young and so well. As I got older, drawing and music took over. The first thing I ever wanted to be was a fashion designer. I’d fill up notebooks with sketches and play in my mom’s closet while she was at work ripping the runway in her room. I get my great sense of style and love of thrifting from her. Even now she still shops for me. Music and words then became my oasis. I wrote original songs, poetry, raps, anything to keep my mind busy. I’d write down the lyrics to my favorite songs over and over again. To this day my penmanship is impeccable. I never felt I had a voice growing up so I had to find other outlets to express myself. I always felt unseen and unheard for who I really was as a person. Call it middle child syndrome.
I thank my mother for who and where I am today. We always had enough and a safe environment. My mom made sure we had what we needed and took great care of us. She made all her decisions based on our needs. It was not easy raising two young children essentially on her own. She made a lot of sacrifices for us. She worked multiple jobs to make extra money. She didn’t really do much for herself but she always helped others. Thanks to her and family support we were able to get by those winter months. As long as the first two levels of Maslow’s hierarchy of needs were met, physiological needs and safety needs, everything was copacetic. It wasn’t until I was an adult that I learned about the effects of not implementing the remaining tiers. Love and belonging, esteem, and self actualization are critical in your upbringing. We knew we were loved but emotionally, there wasn’t much space for self expression or education on the importance of self love.
I never saw my mom partake in much self care. Hair was not her strong suit. She would take us to the salon to get our hair done or we would go to my aunt who was one of the hair dressers in our family. These salon visits and sitting in my aunt’s chair are where my love for all things hair blossomed. I would be too ecstatic to know it was time for our salon day. We would walk up 231st to White Plains Road and go see Carol in her shop. The shop experience was everything to me. The smell of the hair spray, the smell of the relaxer, the smell of the hot comb pressing someone’s hair. I remember asking Carol a million questions about products and what was the purpose of each product and tool she used. I remember the people that would come in selling clothes, bags, and perfume, the comradery, the story telling, stories about so and so’s husband doing this or not doing that. Little did I know I was being immersed in black tradition and black hair care culture. I was intoxicated by it all. I just knew I wanted to be a hair dresser when I got older. We would be in the salon most of the day my mom would drop us off and come pick us up once we were finished. You couldn’t tell me or my sister anything once we had our dooby wrapped up with the pins.
When I was about 9, we moved into a house of our own. I still had to share a room with my sister but we had a lot more space. We also had neighbors that we could play with. I loved to jump double dutch, our neighbor Puncey would come over and jump rope with us daily. One day, I saw her braiding someone’s hair on the porch and I asked her if she could teach me. She said yes and my little sister became my real life doll. I was too excited to show my mom my new skill. After that day I was the newest hair stylist in the family. I would practice every chance I could get. I would do hair in school in the cafeteria before class, during class, after school on the bus I loved everything about it. I went nowhere without a comb and brush. Braiding hair was the outlet I never knew I needed. It was a raw natural talent.
When I was in the middle of my 8th grade year, my mom made the decision to move my little sister and I to Clermont, Florida. At first, I was very adamant about not leaving my home of New York City. The best city in the world ? To go live in Florida ? In the heat with the lizards ? We didn’t take many trips to Florida but those were the two things that stuck out in my mind about it. I took the good with the bad, I was happy that I would have my own room and it would be just us girls. Once the boxes started being packed, I knew it was real and figured I would embrace it. Our first night in Florida we pulled up in the driveway to our new four bedroom three bathroom house with a big back yard that was all ours. I got out the car and looked up. I could actually see the stars. In New York you don’t get the luxury of seeing stars. I always loved the sky one of my very first projects in elementary school, was about the moon. I took that as the sign of a new chapter of my life. I slept in my room on the floor on a comforter, with my little portable DVD player and couldn’t be more excited for my new life. Little did I know, things were about to progress downhill rapidly. My mom’s health started deteriorating almost immediately after we moved and she could no longer take care of us. Once again it was family to the rescue. Siblings and family came from near and far to help with my sister and I putting their lives on hold to help us. I will never forget these gestures. My mom had done so much people were happy to come and help. My mom was in the hospital for months and no one could tell us what was wrong. Specialist after specialist, no one could find the cause so that they could cure her. Every time we left the hospital, I would dread it being the last time I saw my mother alive. Finally, we met an angel Dr. Woodard in Orlando, Florida. My mom was diagnosed with Polymyositis. It is a very rare disease that causes inflammation in the muscles, which causes severe muscle weakness all over the body. Once they had the diagnosis, they were finally able to treat her with the right medication. My mom is truly the strongest person I know. She made a full recovery. She keeps so busy she will outlive us all. I know we were the reason she didn’t give up. She lived for us. She had to learn how to do everything again from swallowing food, to walking and moving her arms. She went from a wheelchair to walking on her own. She will forever be my shero. She is the definition of determination and overcoming hardship. This plays a huge role in my resilience.
During my high school years I continued to develop my passion for hair. I did have clientele of all ages and backgrounds. I experimented a lot with my own hair as well. I wanted to change my hair every two weeks and my mom was not having that so I had to learn. I moved on to sew ins, bond ins, quick weaves, extensions. You name it I tried it on myself. Every once in a while my mom would let us get braids or go to the salon and see a professional which I appreciated. When I attended Florida State University, I tried to do hair but I was working three jobs and going to class, it just did not align. I had clients that were college students and other residents of Tallahassee. Looking back, I see the immense trust these individuals invested in me. It still touches my heart. It solidifies that hair has always been my calling. I thought it would always be a side hustle but it has become so much more than that.
It was in college that I started experimenting with product development. I felt nothing worked for my hair so I started making these concoctions. When they started working, I kept experimenting to make them better. This is how the Loc’d by Liv Elixir was born. At this point in my life I never really loved my natural hair. I stuck to wigs, weaves, and braids only ever wearing my natural hair for a day or two maximum. As a black woman, we are under extreme scrutiny when it comes to our hair. Things like the Crown Act that protect individuals with natural hair from discrimination did not exist. Working in luxury hospitality, I was always told how to wear my hair and there was nothing I could do about it as that was where my career path took me. It never sat well with me. Again, my self expression was stifled. It was my sister/best friend who convinced me to go natural and who taught me how to do locs. She eventually started my locs and it was the best decision I ever made for myself. I started with wearing my natural hair for one month straight as a new year resolution. I was tired of doing the weaves and braids, it wasn’t the same for me anymore. I wanted to embrace my natural hair. Later that year I got my locs. Now I have made it to a point in my life where I love my hair and wear my hair how I desire. I use my business to encourage others to do the same.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Being an entrepreneur is not for the weak. Managing a new business and having a 9-5 makes it that much more difficult. It consist of 13 and 14 hour work days and a lot of sacrifices. I am always working on the business but I spend 40 hours a week doing something else. When you are an entrepreneur, in the beginning you fill all positions. I book and execute experiences. I make and ship my products. I attend networking events to try to find new clients and customers. I create content. I am accounting. I am HR. I do any and everything that needs to be done to keep my business operational. I take moments here and there to recharge but it is never for too long. Carving out rest time can certainly be a challenge. I am happy to have a circle that reminds me that I need rest too. Some of my favorite things to decompress include traveling, going to the beach, thrifting, and watching cooking shows.
When the pandemic hit in 2020, my life was turned upside down. I was experiencing personal problems. My career as an up and coming luxury travel agent was over before it could really begin. I was on track to make more money than I ever had before, doing something I loved at the time. Just like that, the world closed and it was taken from me. I was displaced into another department and suffered from severe anxiety and depression. I could not function. I was waking up in the middle of the night having panic attacks, breaking out in hives all over my body. The pandemic amplified everything. This was one of the lowest points of my life. I was forced to go part time at my corporate job which cut my pay. I did not know how to ask for help. I really had to reflect on my life and decide what would be next for me. I didn’t realize my healing and way out would consist of fulfilling the dream of 9 year old me, becoming a hair stylist. Out of desperation and a leap of faith 7/7/20 Loc’d by Liv was founded. I had been doing my girlfriend at the times locs for a while and got better at loc maintenance and different loc styles. I was also doing my own locs. I found so much more joy in doing locs than the other styles I had in the past. I went back into my arsenal of research for the products I was making in college and made them loc friendly. Our hair just grew and grew. My clients basically forced me to start selling the products. It also was my growing hands if I do say so myself. With all the salons closed due to the pandemic people were not getting their hair done. Stylists were making house calls but most closed their shops not knowing when they would reopen. A colleague of mine knew that I did locs and said that her cousin needed her hair done. It had been years since I did anyone’s hair who was not family or a friend. I was hesitant at first because that meant opening up to the idea of taking clients again and dealing with all the things that come along with being an entrepreneur in the beauty industry. I had to do something so I leaned in and took her on as my first client. The rest is history. I had to believe in my passion and quickly pivot out of the storm I was in. Loc’d by Liv has been steadily gaining clientele and is developing as its own entity. I have sold over 1000 bottles of my 2 products the Loc’d by Liv Hair Elixir and Hair Mist. My products have helped so many rejuvenate their hair all while encouraging self care. It’s a really special feeling to be a part of someone’s self care journey.
Funding is always a challenge when you are first starting a business. There were many things I wanted for my business but simply could not afford. Little by little I have been able to upgrade my studio so I can curate the full experience for my clients. I do everything I can to elevate myself so that I can elevate my business. I have taken it upon myself to educate myself by attending business masterclasses, learning about business finance, and finding ways to secure funding for small businesses. As a small black woman owned business there are may companies looking to invest, you just have to know where to look. I even got my first angel investment after my first official pitch. It makes me proud to know that my vision is seen by others who believe in it just as much as I do. Eventually I would like to start a non-profit that spreads awareness and education about our hair and how beautiful it is. I want to be able to offer services to members of the community giving back while spreading the importance of taking care of yourself.
Dealing with anxiety can be difficult when you have a lot on your plate. It only increases the anxiety. One thing that helped me through those tumultuous years was finding a therapist. It was something I had to do on my own. Therapy in Caribbean culture is very taboo. Many believe going to church will solve all your problems. I grew up in the church, going three times a week. I just knew for me, I needed more balance. I am not saying having faith is wrong or that I don’t have faith, I just believe we have to be well rounded in taking care of ourselves and that includes mental health. Therapists provide not only an ear but tools and resources to help you navigate through tough decisions and life’s challenges.
When people sit in my chair sometimes the stories and emotions pour out immediately. Sometimes I cannot get a word in but I take pride in providing a safe space for my clients. It can be a challenge taking on other’s emotions but I have learned to not absorb all the energy but to release it. When it comes to the Loc’d by Liv experience, you will not leave the same way that you arrived. The goal is connecting not only physically but mentally and spiritually as well. The focus is on the client as a whole person not just getting them in and out. There have been deep conversations, laughs, tears, medical emergencies, and they are all treated with grace. Everyone needs an ally. My own journey with my mental health and therapy has made me an advocate for mental health awareness. I don’t know where I would be without my therapist. Loc’d by Liv provides me a platform to break the stigma the BIPOC community has surrounding getting mental health support. It also allows me the opportunity to provide resources when needed. There is nothing wrong with seeking guidance. We can’t figure everything out on our own. I want to be a part of the solution.
My business has allowed me to see that the sky is the limit and my passion and hard work are what will take me there. I have clients who travel from near and far to sit in my chair. I have had clients come from New York, California, Nebraska, and Pennsylvania. I have traveled to Orlando, Tampa, Houston, and Jamaica to do hair. I had my first celebrity client after 1 year of being in operations, I was booked me five times back to back. I have worked with brides and grooms for their special day. I love each and every adventure. I look forward to what the future has in store for me as I expand my business into the community. Challenges accepted.
Can you tell our readers more about what you do and what you think sets you apart from others?
I am a loctician, natural hair enthusiast, and artist. I specialize in traditional locs. My methods of maintenance include palm rolling, locsmything, and crochet. Since I was a kid, it was always about the experience for me. That is what I offer to my clients. I don’t call them appointments, sitting in my chair is an experience for the mind, body, and soul. I am know for my over all experience, clean retwists and ability to bring locs back to life with calming and soothing scents that leave you feeling refreshed. I also offer natural hair services for loose naturals. Getting your hair washed by someone else is one of the best feelings. For a long time I worked in luxury hospitality. What makes something luxury, is the ability to anticipate needs. I have taken all of my training and experience and poured it in to my business. I take care of the client as a whole. I also am a member of Delta Sigma Pi professional fraternity. I use all my experience to make my business stand out. I pride myself on being professional, trustworthy, and transparent with my clients. This will always set me apart from others. Clients are not just numbers to me they become my family and I become theirs. Not only will you leave loving your hair but you will feel your energy shift as well. I have taken clients on my day off just because they expressed feeling down and needing an experience. I do it because I know the experience will impact them in a positive way. A lot of people don’t have many moments where they are truly at peace that is what I want to offer. If it is a mom of 3 who finally gets a moment for herself or a young adult who is in school and working at the same time. I want them to know what to expect every single time when they come to me. Consistency is key. I am never late to experiences, I have everything set up prior to the clients arrival. I have water and snacks waiting. They can choose the entertainment for the experience. Once they let me know their preferences, I usually know what to put on before their arrival. While I am setting up for the wash, I turn on lo-fi beats for my clients to enjoy during their spa wash. It is all part of the experience. I am most proud of the amount of referrals I have received. I have built my business on referrals. I have clients that are whole families. Mom, daughter, and son, partners and their son, husband and wife, even fifth level referrals. They just come one after the other. It is truly the biggest compliment I can receive.
I found myself again through my business. I had to realign with my passion to find purpose again. It was the best decision I ever made along with locing my hair. I have never felt so strong and confident. It is my goal to change the world and my business is how I am going to do it. I never imagined this would be the culmination of all the choices I have made in life so far but my passion for hair and making others happy has not dwindled. I am lucky I get to nurture my childhood dream of being a hair stylist. It is my goal to make it sustainable for generations to come. I am healing hearts through crowns. That is my purpose on this earth and my motto for my business.
Can you talk to us about how you think about risk?
I believe some risk is important in all aspects in life. That old saying no risk no reward could not be more true. I believe when someone takes a risk they are confident and secure in themself or finding confidence at the very least. Nothing worth having will come from your comfort zone. I take risks whenever I can. If it is trying new foods, traveling to new countries, making fashion statements with my clothes and hair, or opening a business, I’ll try most things once. I can be pretty fearless. When I want something I go for it. I have never really been one to care what people think.
I have always been somewhat of a rebel. It’s the Aquarius in me. My family is very conservative, very religious, yet here I am covered in tattoos and piercings with green locs down my back. Not to mention, I am an out of the closet lesbian who decided to live in her truth. It was not the easiest thing to admit to myself at first. It was even more difficult to admit it to my family. Once I realized hiding my truth was suffocating me, I decided to “come out”. I actually hate that term because why does there have to be an announcement to let people know who I love? Nonetheless, I took the risk and I finally felt free. It is not uncommon for families to shun their LGBTQ+ family members. It can go either way. I took the risk and for me it could have been worse. Some asked why I did not feel comfortable telling them, some accept me fully, some choose to not acknowledge it at all. Even though you say this is my girlfriend they always land on calling them a “friend” a very Caribbean response. My sexuality has not affected my business in anyway. All of my clients accept me and support me. Many of my clients are from the LGBTQ+ family. I can relate to many of their experiences and provide my own to give perspective.
Everyone knows that opening a business and being an entrepreneur is a risk. About 45% of businesses fail within the first 5 years. When I opened Loc’d by Liv I had never run a business officially before and would be running the business out of my home. I would have to build my own clientele, make my own products, manage my social media, manage inventory, manage marketing the list is endless. You are at work 24/7 as an entrepreneur in the beginning. When I decided that I would be transitioning out of my 9-5, the level of risk increased. I never saw myself as a full time entrepreneur. I knew how much work it would be and I knew the security I was used to when it comes to income and benefits would not be there. I had to be vulnerable and brave but I had to take the risk. Fulfilling my purpose and sharing it with the world is worth it for me. I recently took an opportunity to be the Director of Hair for the Weaves of Wonder fashion show by AfriKin Nation this Art Basel. I have never in my life done something like this but I know it will be worth the risk. I will embrace any opportunity to learn and grow. Life is too short to not do things that make us feel good. For me that is doing hair and bringing people together. Even if you’re a little scared, do it anyway.
Contact Info:
- Website: https://locdbyliv.com
- Instagram: https://www.instagram.com/locdbyliv
- Facebook: https://www.facebook.com/profile.php?id=61566070667706
- Youtube: https://www.youtube.com/@YourFairyLocMother
- Other: https://www.tiktok.com/@locdbyliv
Image Credits
Wedding Photos Peter Pedro Thomas
Product Photos Ricky and Toni Frost
