Biz Snapshot: Self-confidence gets a boost with wigs and extensions at Bravadas

Robinn Scholfield has a passion for helping women build their self-confidence. For a number of years, she worked as an image consultant. Now Scholfield wants to help women as the owner of Bravadas Wig & Extensions, a retail store located in Overland Park. The store opened Feb. 1 of this year.

Q: What is Bravadas and what does it offer?

“We offer the largest selection of wigs, extensions and hair loss solutions in the area, along with personalized service by licensed cosmetologists,” Scholfield said. “We help women build their confidence.”

Bravadas carries more than 100 different wig styles in a variety of colors representing more than 10 manufacturers.

“One of the lines that hasn’t been seen in this area is Follea — it is a world leader of wigs,” Scholfield said. “They are based in Beverly Hills and serve a lot celebrities.”

Scholfield said statistics indicate that 40 percent of women over 40 suffer with some sort of hair loss due to medical issues, hormones and aging. Bravadas is aimed at providing this population with viable hair solutions from full wigs, extensions and topettes.

In addition, the store carries wig care products and accessories.

“We also carry false eyelashes and human hair eyebrows,” Scholfield said. “There are a number of women who don’t have eyebrows. Whether it is due to cancer or something else, you don’t look the same and so having human eyebrows is something people want.”

About 80 percent of the hair pieces Bravadas carries are synthetic, with the rest made of human hair. Bravadas can do custom color, cutting and styling of wigs. Pricing starts at $89 and can go up into the thousands, Scholfield said.

Scholfield said she is the first franchisee for Bravadas.

Q: How did you find out about this company?

“The franchisor is from Wichita where I am from originally and I heard he was franchising a wig salon and someone suggested I take a look at it,” she said.

Scholfield decided to research the idea. She visited several locations, including Omaha, where Scott Stark started the company.

“I spent a few days there and I fell in love with the customers and the stylists and it seemed like a really wonderful way to impact a woman’s image and self confidence,” she said.

Four months later, Scholfield signed a 10-year franchise agreement.

The franchisor came to Kansas City to help Scholfield find the right location.

“When we saw the proximity of this location to hospitals we thought this was a perfect location — we needed convenient parking and ease of access,” she said. “Some of our clientele is sick or elderly and we didn’t want them to have to walk far. … We were even able to negotiate two reserved spaces right by our door.”

Q: What was your prior business experience and how did it translate to what you are doing now?

This is the third franchise Scholfield has been part of during her career.

“It prepared me for the roller coaster ride of the build-out process, dealing with contractors, vendors and things that don’t go according to plan,” she said.

Scholfield is happy to be back with a franchise operation.

“When I was an image consultant I was on my own … and it was a little lonely. I am a very social person and I do like the camaraderie and team spirit that you get with a franchise,” she said.

Q: Who are your customers and how do you market to them?

“Our customers can range widely — everything from children with alopecia to ladies going on vacation who want to take a wig so they don’t have to mess with their hair to cancer patients who have lost their hair,” Scholfield said. “We have even had women who wonder what their hair will look like if they let their gray hair grow out and want to see how they will look.”

Scholfield markets her business with a combination of social media, advertising in local print publications and television appearances. She also targets other salons and the medical community for customers.

Q: While Bravadas has been open under six months, what are your future plans for the business?

“My initial game plan is I wanted to have multiple locations,” Scholfield said. “Knowing how much work is involved in opening one location, I may be rethinking that plan. … I want to help Scott build the franchise network. … I feel what we are doing is really helpful.”

This story was originally published May 31, 2016 at 3:50 PM with the headline "Biz Snapshot: Self-confidence gets a boost with wigs and extensions at Bravadas."