Today we’d like to introduce you to Keiona Williams.
Hi Keiona, thanks for joining us today. We’d love for you to start by introducing yourself.
I started doing my own hair when I was about 9 years old and continued throughout my childhood. Occasionally, I would do other people’s hair, but it was mainly my sisters and me, tag-teaming and learning how to do our own styles. My older sister, Symira, was one of my biggest inspirations for pursuing cosmetology.
In 2018, I finally made the decision to attend cosmetology school. My cousin, Ebony Yearns, was another major inspiration behind that decision, particularly when it came to choosing Paul Mitchell The School Charleston. She had been my hairstylist for several years, and based on her professionalism, aura, skills, and recommendation, I knew Paul Mitchell would be a great place to begin my journey.
One of the biggest things Paul Mitchell instilled in me was that being a hairstylist goes far beyond creating a beautiful style. We were taught to educate our clients about the services they’re receiving, how to maintain the health of their hair both with and without a particular style, recommend products, address scalp concerns, and so much more. I carried that philosophy with me throughout my career.
Although Paul Mitchell exposed us to a wide variety of clientele and hair textures, I realized that I wanted to deepen my knowledge in an area where I could provide the most effective education and service. At the time, I primarily wore my hair in locs, so I began using my own loc journey, along with the experiences of others, as a foundation for learning everything I could about locs. I continued taking classes, researching, practicing, and perfecting my craft until locs became my specialty.
The name Geechie LOCS has always been very intentional and personal to me. It represents where I’m from, my cultural roots, and the specialty I wanted to become known for. When people saw my business name, I wanted them to immediately make the connection to Charleston, South Carolina, the Gullah Geechee people, and locs, dreads, dreadlocks, or whatever name someone may use. I wanted my brand to have an identity that was recognizable, meaningful, and rooted in home.
Throughout my career, I’ve had the opportunity to travel and build clientele in Georgia and North Carolina, open a salon, experience entrepreneurship in different capacities, and eventually become a first-time mother. I’ve experienced the excitement of building something from the ground up, the challenges that come with running a business, and the personal changes that sometimes require you to take a step back and reevaluate your direction. I eventually stepped away from the salon and entrusted its operations to my colleagues while I focused on other aspects of my life.
Now, I’m in a season of rebuilding, redefining, and rebranding. What started as Geechie LOCS has grown into something bigger: The Geechie Collective. While locs will always be a significant part of my foundation and something I’m proud to specialize in, I no longer want to limit myself to one service or one aspect of the beauty industry.
I want to expand my knowledge, services, and creativity to include other hair textures, styles, and beauty services while continuing to prioritize healthy hair, education, and individualized care. I want to create an experience where clients feel confident not only in how they look when they leave my chair, but also in how to care for their hair when they get home.
I’m learning that growth sometimes means allowing yourself to outgrow the very thing that introduced you to the world. I’m proud of the foundation I’ve built with Geechie LOCS, but I’m equally excited about what The Geechie Collective represents moving forward. It’s an opportunity to bring together my skills, creativity, culture, and entrepreneurial spirit under one umbrella.
I’m not starting over; I’m building upon everything I’ve learned, every client I’ve served, every place I’ve traveled, and every experience that has shaped me. I’m giving myself room to evolve while remaining true to the roots that started it all.
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?
Definitely not. I’ve been a very indecisive person in the past, and that alone made navigating this journey challenging. Entrepreneurship teaches you so much about yourself in real time. You have to develop tough skin when you’re responsible for leading, managing, and building something of your own. I thought my skin was tough, but I quickly learned there were levels to it. I also wasn’t fully prepared for some of the challenges, disappointments, and realities that come with navigating the business world. Working a traditional 9-to-5 and being an entrepreneur are two completely different battles, and there were a lot of lessons I had to learn through experience rather than preparation.
One of my biggest struggles has been learning how to separate my personal life from my business. Life doesn’t stop happening just because you have a business to run, and I didn’t always know how to navigate both without one affecting the other. Looking back, I can acknowledge that I stepped into entrepreneurship before I was fully prepared for everything it would require of me, not necessarily in skill, but in personal development, decision-making, discipline, and the ability to navigate difficult situations.
I think one of the hardest things for me now is overcoming the shame I sometimes associate with having to rebuild. When you’ve started something, watched it grow, experienced setbacks, changed directions, and had to start again more than once, it’s easy to question whether you’ve actually been successful. There have been times when I didn’t trust the process, didn’t give myself enough credit, or viewed certain chapters of my journey as failures because they didn’t turn out the way I originally envisioned.
But I’m learning that having to rebuild doesn’t erase what I’ve accomplished. Every version of my business has taught me something, and every version of myself has contributed to the woman and entrepreneur I’m becoming. I had to learn that growth isn’t always linear, and sometimes the person you are when you start a business isn’t equipped to handle the person you have to become to sustain it.
I wouldn’t say I’ve mastered any of it, but I have a much better understanding of myself, my boundaries, my capabilities, and the kind of business I want to build. I’m learning not to let the chapters I’m not necessarily proud of overshadow the accomplishments that got me here. My journey hasn’t been a smooth road, but I’m finally learning to appreciate the road instead of being ashamed that it wasn’t a straight one.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I’m a licensed cosmetologist, entrepreneur, and the founder of The Geechie Collective, formerly known as Geechie LOCS. My work centers around beauty, hair care, healthy hair practices, creativity, and helping people feel confident in themselves. Locs are where I built my foundation and what initially introduced my work to the world. I specialize in loc maintenance, styling, and cultivating healthy loc journeys, but my vision has expanded beyond locs. I’m currently working toward broadening my services to include more hair textures, styles, and techniques.
Outside of cosmetology, I’m also a creative entrepreneur with a passion for handmade jewelry. I’ve spent several years creating unique pieces, including copper jewelry, waist beads, and other handcrafted accessories. I enjoy working with my hands and creating things that allow people to express their individuality. That creative side of me has always been a part of my entrepreneurial journey, and I want it to continue to have a place within my brand.
I’m known for my attention to detail, creativity, and the importance I place on educating my clients. I don’t believe beauty services should be limited to making someone look good for a day. I want people to understand what they’re investing in, how to properly care for themselves, and how to maintain the results beyond their appointments. I believe the relationship between a service provider and client should be built on trust, communication, and a shared interest in achieving lasting results.
What I’m most proud of is creating something that represents more than just me doing hair. Geechie LOCS was born from my connection to Charleston, South Carolina, and my appreciation for Gullah Geechee culture and heritage. I wanted to create a name and brand that carried a sense of identity and familiarity. Seeing that name become recognizable, traveling to build clientele, opening a salon, creating handmade products, and establishing opportunities for myself through my own creativity are accomplishments I will always be proud of.
What sets me apart is my willingness to learn, evolve, and challenge myself creatively. I’m not interested in becoming complacent or limiting my abilities to what people already know me for. I take pride in understanding the knowledge and care behind the services and products I offer, not just the finished result.
As I continue developing The Geechie Collective, my vision is to expand beyond traditional beauty services and incorporate offerings centered around health, wellness, and intentional self-care. I’m interested in creating experiences and products that encourage people to be more mindful of how they care for themselves, both inside and out. I want to bring together beauty, education, handmade artistry, culture, and holistic wellness under one umbrella.
Ultimately, I want The Geechie Collective to become a space and brand where people can explore different aspects of self-expression, embrace their individuality, prioritize their well-being, and feel connected to something authentic. I’m building a brand that allows me to use all of my talents and interests rather than having to choose just one.
In terms of your work and the industry, what are some of the changes you are expecting to see over the next five to ten years?
Just answered that in the previous question
Contact Info:
- Website: https://linktr.ee/geechiekeiz
