Strands of Beauty was born in Atlanta, GA in May of 2006 and first launched as Tree Braids By Ethena. Our mission was to change the age-old stereotype of braiding “shops” being unorganized, unprofessional, and dirty.  During that time in the beauty industry, braiding clients were treated like they were being done a favor.  The classic deceptive double booking techniques along with braiders using cheap itchy hair was the standard. Ethena set out to change the industry and turn the braiding salon experience into that of a high-end salon. ” Our clients should feel like they are important, not like they are being given a favor by us doing their hair.  Their time should be respected and the hair should be cared for, not just braided.”

Tree Braids by Ethena changed its name to Strands of Beauty in 2008 when the first brick-and-mortar salon was opened in Atlanta (Sandy Springs), GA.  With an original staff of four braiders, Strands of Beauty grossed over 2 million in revenue within the first three years in years of business. Ethena and her team participated in several hair competitions including the SOBE Hair Show in Miami, FL, and placing 2nd in Fantasy Hair at the Bronner Brother’s Hair Show.  

Between 2010 and 2014 Strands of Beauty continued to grow with pop-up shops in Orlando, Charlotte, Washington DC, Phoenix, and Las Vegas. Ethena turned the business into a Franchise in 2014 and sold units in the Atlanta territory. 

In 2015 Strands of Beauty was awarded eight government contracts and opened salons on military bases across the country. In 2018, the company downsized and Ethena took a 2-year sabbatical, leaving her trusted friend and long-time employee in charge of running the business. In 2020, in the wake of Covd19, she completely changed the business model, expanded to additional cities, and activated a mobile structure for the company that she had created a decade prior.   

Today, Strands of Beauty continues to provide high-quality, protective styles to a diverse clientele.   The Strands of Beauty Institute of Braiding and Beauty Business Development recruits and trains braiders worldwide to take care of clients the “Strands of Beauty Way”.   Strands of Beauty receives over 15,000 visitors to their website along with hundreds of phone calls each week from clients seeking professional hair extensions and braiding services.  Strands of Beauty currently has braiders and provides services in Georgia, North Carolina, Florida, Arizona, Nevada, California, Louisiana, Washington DC, New Zealand, Ghana, and South Africa.