This is Small Business podcast: Cora and Stefan build organic loyalty

This is small bsusiness podcast promotional graphic featuring Cora and Stefan Miller

How starting a family revealed the importance of representation and diversity in kids’ hair care products.

Cora and Stefan Miller didn’t set out to be small business owners. They were quite comfortable in the corporate world until the birth of their son sparked an idea that changed their lives.

On this episode of Amazon’s This is Small Business podcast, the Miller family discusses how their son’s birth helped inspire a business that has brought positive change for many parents and families with curly-headed children.

“They always say, when you have children, your whole world and your perspective on life changes, and that’s exactly what happened,” Cora said. “I had my son Kade in January 2017. And he was born with all of this hair.”

After welcoming Kade to the world, Cora and Stefan noticed there was a gap in the market for hair care products tailored to people like their son—young boys of color. They started asking friends and family if they noticed the same thing when purchasing hair care products. When the resounding answer was “Yes,” Young King Hair Care was born.

The Millers’ bootstrapped business grew organically around a plant-based, natural hair care line. They focused on their community and ecommerce marketing methods like social media to help get the word out and build loyalty. Stefan shares how they prioritized, nurtured, and activated their community.

Understand why [your community is] choosing to invest their time. Why are they giving your brand time in their life? You have to be an active listener as a brand owner.
Stefan Miller
Young King Hair Care

Did you know?
You can gauge audience sentiment with Customer Review Insights
Customer Review Insights within Amazon’s Product Opportunity Explorer automates product review analysis. At a glance, you can learn about customer preferences to help you develop your next top-rated product, improve existing ones, and generate positive reviews.

Check out this episode to hear how the owners of Young King Hair Care built a successful business, engaged their community, and improved representation for children with hair like their son.

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Eric SanInocencio
Eric SanInocencio
Eric is a Sr. Content Manager who spent 15 years working in sports, so it should come as no surprise that he thinks of sellers as Amazon’s ‘star players’ and loves telling their stories. Eric also coaches his children’s baseball and softball teams, and you can find his family at a sports field year round.