HMF – High Maintenance Female, why did I name my company that? It’s because that is how I identify, that is who I am, and I’m proud of it! I come from a long line of High Maintenance Females, strong and empowered women who can do anything and take pride in their appearance and the way they present themselves to the world.

My aunt once told me that a psychic described my Grandmother as “elegant.” Wow! What a perfect way to describe her. She was so elegant, and she expected a high standard for us, the way we behaved, what we achieved, and how I presented myself to the world, as a lady.

So yes, I named my business after “myself” and having hair extensions and eyelash extensions was one more thing that made me high maintenance, but it was more than that, it is a way of life for me and very much the person that I am.

So, it was always my dream to turn HMF into a lifestyle brand and have more than just hair extensions. I have always looked up to Bethenny Frankel and how a strong female could accomplish so much on her own and take one idea of a drink that she ordered at bars and grow it into a huge lifestyle brand, and don’t even get me started on her charity work. I’d like to hope that everyone aspires to do as much good in the world as she does. But I digress…

So, I was just hitting my stride getting my website fully functional, gaining followers, reading more books, joining a more in-depth coaching program, and then BAM!!!!!! COVID -19 brings the world to a screeching halt.

The economy is falling apart, people aren’t spending money on luxury items because they are scared, businesses are forced to close left and right, and not only do women not want to spend money on hair extensions, even if they do, they can’t go to a salon to get them installed. MAJOR PROBLEM, when you own a hair extension business. The good news was I had always had this dream, and these ideas to add other products that I personally use that make my high maintenance life a lot more convenient. I had already added eyelash extension aftercare kits with more cost-effective pricing and women wanted and needed them because who knew when they would get their next eyelash fill!

So, now sooner than I expected, it’s time to PIVOT (cue the scene from friends where they are moving Ross’  new couch up the stairs). We aren’t changing directions we’re just moving into a new space with so much more potential, just slightly sooner than I had originally planned. But more good news…. I’m always thinking. So much so, that I had been thinking about the next set of products I would offer when I went to the beauty show last June. So, the ball was already in motion, it’s just really rolling along now and picking up steam.

Stay tuned to see what the newest addition to the HMF offerings will be. I have a feeling you are really going to love it!

Signing off from Quarantine-

Peace, love, and flexibility

XX,
Jenna