After a lifetime of so-so salon visits, Natanya Montgomery, a self-described “master of experience design,” realized she was perfectly positioned to build a hair salon better from the ground up.
“I’m sitting in a chair, getting my hair done, and my stylist was like, ‘Oh, I actually have to go to BART to pick up my friend. Are you good?” Montgomery recalls. “Literally half of my head is done, there's no one else in the space, so I'm just supposed to sit here alone…but there's no part of me that can say no, so I guess I am good.”
After a lifetime of so-so salon visits, Montgomery, a self-described “master of experience design,” realized she was perfectly positioned to build something better from the ground up. At Naza, which offers variations on a set menu of protective styles for coily and kinky hair textures, that experience begins at booking. Using Naza’s proprietary software, clients can choose everything from the color of the hair they want to the amount of conversation they want to have with their stylist.
Once you step off Valencia Street and past Naza’s doors, the next aspect of Montgomery’s curated experience springs to life. “I wanted every single person that walks in, sees it on the street, or sees an Instagram ad to know that this is by, for, and centering black and brown women,” she says of her approach to the salon’s interiors.
Even though Montgomery is perfecting the art of the salon experience, she knows that the fun really starts once you leave with a new look. “You know the stylist turns you around and says ‘How do you like it?’ and you're like, ‘Oh my God I love it,’ but then you go to your car and you're in the mirror fixing your part, adding your own edge control, making it your own?” she says, perfectly summing up the first 20 minutes after every hair appointment.
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