Our Story: The Birth of Strands of Beauty

Strands of Beauty began with an unexpected twist of fate in 2005 when our founder, Ethena, set out to support her younger sister in learning the art of hair braiding. Enrolling in a class to ensure her sister received fair treatment, Ethena soon discovered the instructor's unethical practice of exploiting young girls. After paying for the class and waiting for hours, she was shocked to learn that the owner had no intention of teaching her—fearing competition. However, a kind-hearted braider, witnessing the unfair treatment, secretly shared the technique with Ethena.

Rather than simply accepting what she had learned, Ethena, with her natural precision and eye for detail, refined the technique to create a faster, more polished method for Tree Braids. At first, her goal was only to recover her investment, but demand for her unique approach quickly grew, and clients flocked to her for the flawless, long-lasting results. Combining the discipline and structure from her time as a police officer with the impeccable customer service she honed at Nordstrom, she unknowingly laid the foundation for a beauty empire.

By 2006, Tree Braids by Ethena was officially born, and her talent for innovation and mentorship led to the creation of Strands of Beauty. What started as a single service quickly expanded into a full-fledged brand specializing in Tree Braids, micro links, feather links, tape extensions, lace wigs, and glueless extensions—all with a focus on chemical-free, protective styling. Ethena’s journey took her from law enforcement to owning and operating ten braiding salons, including eight located on U.S. military bases. She has since trained and mentored countless beauty professionals, elevating the industry and empowering stylists worldwide.

Today, Ethena continues to take private appointments for her specialty, Tree Braids, ensuring that her craft remains at the heart of Strands of Beauty. She is also the founder of The Strands of Beauty Institute of Braiding and Beauty Business Development, an online school offering workshops and training for aspiring and experienced braiders. Her influence extends beyond the salon, as the host of Ethena’s Play Pen Podcast, where she shares insights on beauty, business, and empowerment. You can also find her leading the industry’s top professionals at the annual Braiders Convention at Sea, a one-of-a-kind educational and networking experience.

With over 250,000 hours of expertise in protective styling, Ethena continues to push boundaries, offering intimate salon experiences, mobile services, and unparalleled mentorship. Today, Strands of Beauty stands as a testament to perseverance, innovation, and the power of turning obstacles into opportunities. Welcome to a movement where beauty meets excellence—welcome to Strands of Beauty.