Launched this week, Waeve is an online destination for trend-forward wigs that are easy to order and beginner-friendly.
In the fall of 2014, Mary Imevbore arrived at Williams College with a prelaw-packed schedule and a fresh set of box braids. Imevbore will be the first to tell you a lot can change in four years, but what about the lessons learned on campus, along with the friendships made? Those can form the foundation of a new chapter. For Imevbore, her time as an undergrad informed the business she would start come 2021.
along with a gallery of online tutorials that walk clients through product must-haves for any wig, as well as tips for cleansing and styling.When they arrived at Williams—a small liberal arts college in the Berkshires whose closest town has a population of 13,000—Waeve cofounders Imevbore and Tiiso McGinty both realized that caring for their natural hair was going to take some creative scrappiness. They turned to each other, then to the web.
“Tiiso and I instantly became best friends, and sort of bonded over the fact that we both had braids in,” says Imevbore. “We were both like, what are we going to do? We’re going to have to take them out at some point and there’s nowhere for us to get our hair done.” After a couple of years of YouTube tutorials, slicked-back space buns, and ponytails, the two discoveredFinding a wig online, however, is a notoriously complicated process.
When Imevbore graduated in 2018, she, along with McGinty and their friend Susana Hawken held on to the desire to disrupt this system. As they went off to work in different fields—Imevbore had pivoted from prelaw to software engineering—the trio used the $15,000 they won through the Williams Business Plan Challenge to bring Waeve to life.
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