Rock a new look with a little help from Afrocks

HMJ caught up with Herve, the founder of an online community of skilled afro stylists and found out where the idea for this business came from and also discovered a mutual regard for the writing of Stephen King.

HMJ Summarise your business in under 3 sentences.

Herve Afrocks is an online platform connecting people looking to get their hair styled with in-home afro hair professionals in London.  You can basically find and book your next hair appointment online!


HMJ What’s your inspiration for running your business?

Herve I used to have Locs and it was always a pain for me to spend half a day getting my hair retwisted in a salon. My wife has always had natural hair. She also used to rock locs and now she has an afro. I was always weary of her “hair weekends” where she would spend hours conditioning, detangling, washing, twisting etc. When I would sulk too much, she would tell me: As a black woman, YOU KNOW that the colour “nude” is not for you and as far as your hair is concerned, unless you have braid fairy friends or not really concerned about bad costumer service in black salons, you are on your own and need to make do! (yes she is very sensitive to costumer service). Therefore, I thought well, we should create a platform allying excellent costumer service and natural hair.

On a more daily basis I am ‘customer-centric’, always listening to feedback and making a point of being very reachable. Taking care of  customer is the single most important thing for me. Even a great product won’t work if you fail your customers.

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Herve, founder of Afrocks

HMJ What’s 1 main challenge you face or faced in running your business?

Herve Recruiting and vetting stylists. We are constantly looking for talented and professional hairdressers. Many  are not necessarily tech savvy or mistrust an online platform. We have had and still have a lot of groundwork to do, keeping an ear to the ground to reach the best people convincing them, at time, organising their profile getting them used to the website but it is definitely rewarding.

HMJ How are you tackling the challenge?

Herve Planning planing, and planning again. Days are quite busy, often hectic, especially with a 3 years old boy at home. So I try to be very organised: I do excel sheets with all my contacts and I set a target of stylists to call. I don’t always smash targets but it does help to focus on something.

HMJ What’s your favourite book?

Herve You might be surprised but I am a bit of a nerd/geek and my favourite book is ‘Salem’s lot’ an horror fiction novel by Stephen King haha! Story is about vampires invading a small village and stuff, and it gets quite messy!

HMJ Really?  As a budding writer one of the books that really helped me grow my craft was ‘Stephen King: On Writing’  Learned so much about the writing habit from it.  Certain personality traits I used to get misunderstood or criticised for, I discovered were simply writers’ traits.  I now celebrate them!

Herve Yes, beyond the story itself – that you might like or not – it’s all about understanding the process of creativity, thinking outside the box.  I designed the website Afrocks myself with a pen and a sketch book first, then on a design software – all without much design experience. How was it possible? Because I imagined it! Like Stephen King imagined that scary novel.

HMJ What advice do you have for would be young entrepreneurs?

Herve Get something out quickly, don’t wait to have the perfect product. Put what you have in front of your customers and get feedback as quick as possible. Don’t be put off by negative comments and feedback as it is all part of the process; conversely, use these feedback to improve your product!

Check out the Afrocks website at:

Dare to step out!  If you’ve got an idea for a business, or to try something new and wonderful, check out Do Great Exploits now on Amazon.  See for yourself what readers have said about this book here and the impact the book is having here.


3 thoughts on “Rock a new look with a little help from Afrocks

  1. Wow Michelle, an interesting interview. I love natural hair as you know. I am intrigued with Afro styles. I am not good at styling my hair myself so I just twist it at home. That afro truly rocks.
    I like what your interviewee says about writing, imagining and then going and doing whatever it is irregardless of people’s usually negative comments. I would add on that and say, believe in yourself.
    Enjoyed reading this interview. If I lived in London, I would definitely visit Afrock.


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