Cova Beauty is a black owned beauty supply store that specializes in cosmetics, organic care products, hair extensions and accessories.
They are also the largest beauty retailer in Stockbridge, GA. We caught up with the owner, Dianna Foster to find out more about her and her business.
What inspired you to start your business?
I’ve always loved everything about beauty, hair & fashion. I was the girl known for always switching my hairstyles up and trying new things. This love blossomed into a passion. As I was in a season of inner exploration, looking to determine my next professional career move, I was inspired by the lack of options in the beauty supply industry.
There were certain things I needed and couldn’t find from products to experience. I stepped out on faith to create a space that offered everything I would want and need. I’m so grateful that our customers are enjoying it.
What has been the most challenging and the most gratifying thing about owning a business?
In the beginning, one of my challenges was delegating. My business is my baby, I love every part of it and enjoy doing the work. However, I had to quickly become comfortable with delegating so I can focus on our growth. The cool thing about that is it encourages growth, empowers and gives confidence to my staff. It’s been amazing.
The most gratifying part of this journey will always be the customers and the relationships we’ve developed with them. The joy I feel when our regulars visit us is indescribable. The gratitude I’m overcome with is immeasurable when a woman tells me she drove over an hour to visit Cova.
Knowing we’re a part of their lives now is so humbling. It makes me so happy. Nothing else can compare to that feeling.
What skill have you developed over time that has had the biggest impact on your business?
Self-discipline. Discipline affects every aspect of this business. You must have the discipline and work ethic to complete tasks, be resourceful and execute day in and day out.
When I’m not feeling my best, discipline kicks in. Without it, none of this would be possible. You cannot maintain any level of success without discipline.
How easy or difficult was it to source Black-owned brands to sell in your store?
Fortunately, we’ve had really positive experiences with Black-owned brands and haven’t had much difficulty supporting them here in our store. We have so many great relationships and I’m so grateful for that!
What advice do you have for others who want to start a beauty supply store?
Do your research. Develop self-discipline. Don’t move too fast. Don’t rush the process. Know your worth and make sure your work ethic matches it. Make sure you love it because it’s not a walk in the park.
There will be challenges, man have I had them, but my love for this keeps me going through it all. I really love what I do and I know its that love that had me here 7 days a week, 12-16 hours a day. It refocused me when I needed course correction.
Where do you see your business in 5 years?
I definitely see us expanding and scaling Cova. We’re actually scouting locations for store #2! I’m also planning to roll out an e-commerce extension as well. We get so much support from people across the country that want to shop with us so it’s coming! Cova Beauty will be a household name!
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