When Sashe Amari made her first Instagram account, it wasn’t to build a business empire. It was just to make a little side money while studying nursing.
Fast-forward a few years, and that side hustle has grown into a thriving brand that serves customers and celebrities across the UK and the US, offers global braiding education, and sells premium hair products to an audience that trusts her, follows her, and buys from her—again and again.
So, how did she get here?
We spoke with Sashe on the podcast about her journey from nursing student to full-time entrepreneur. Her story is packed with gems for anyone thinking of turning a skill into a business, building a personal brand, or simply figuring out how to get started without all the answers.
This isn’t just a story about braiding—it’s a masterclass in purpose, pivoting, and building a business on your own terms.
Watch or listen to the episode, or read on to get the highlights.
The Accidental Entrepreneur
Sashe never set out to build a business. Braiding hair was something she had always done, even as a child. “I’ve always been good with my hands,” she said casually. So when she started university to study nursing, she figured she’d braid hair on the side to make some extra cash.
She began with friends and family, charging “chicken change” and posting her work online under the name @HairBySashe. At first, it was just for fun. Then came the DMs from strangers. Then celebrities. Then orders for her handmade colour-mixed braiding hair.
And that’s when she realised: this could be something more.
The Turning Point
By the time she was in her second year of uni, Sashe was already making more from her braiding business than she would as a newly qualified nurse.
“I loved nursing. But I started to think… if I keep working for someone else, my income is capped. With a business, my potential is unlimited.”
Still, the leap wasn’t easy. She describes a moment of decision: continue playing it safe, or take a chance on herself. “It wasn’t that I didn’t love my job,” she shared. “I just knew I wanted more freedom.”
So she jumped.
From Hustle to Brand
What started as a solo service—just Sashe and a chair—grew into a multi-faceted business.
Now, Sashe Amari is a full-blown brand with:
- A custom human hair collection used by stylists across the globe
- An online braiding academy teaching people how to turn their skills into income
- A thriving content platform on Instagram, TikTok, Pinterest and YouTube
- A growing international customer base (with strong love from the US)
But none of this was overnight. Sashe shared how she used to take 12–15 hour clients in her home studio or travel across London for mobile appointments. She built her brand one braid, one post, and one satisfied client at a time.
“People think you need a big team or fancy equipment. I started with my iPhone, a ring light, and good customer service.”
Lessons From Sashe’s Journey (For Any Entrepreneur)
Sashe’s story is rich with practical lessons, no matter what industry you’re in. Here are just a few:
1. Start Before You’re Ready
She openly admits she stalled her own growth at times by waiting for things to be perfect.
“I’ve stayed stuck trying to get it perfect. But failure is where the learning happens.”
Whether it’s launching a product or starting that Instagram account, just get going.
2. Specialise to Scale
At first, she offered every braid style under the sun. But it was only when she decided to specialise in knotless braids that her reputation—and demand—skyrocketed.
“Specialists make the money. Generalists don’t.”
This principle applies across all industries.
3. Content is Queen
Sashe didn’t run ads. She didn’t have a fancy marketing plan. She simply posted high-quality content consistently. Her tutorials, styling tips, and behind-the-scenes content built trust and authority.
“Social media built my business. Almost all my clients found me online.”
Even now, if she could hire one person, it’d be a full-time content creator.
4. Create Products That Don’t Need You
Her mindset shift came when she realised she was always trading time for money, even when she was successful. Now, she’s focused on packaging her expertise into digital courses and passive products.
“You make it once, and it sells forever.”
It’s not about doing less—it’s about doing smarter.
5. Don’t Be Afraid to Invest
Sashe once spent nearly £5,000 on a coach. She admits she didn’t get full value—not because the coach wasn’t good, but because she didn’t have the capacity to fully apply it. Still, she doesn’t regret it.
“Nothing’s free—you either pay with time or money. And I’ll always choose to fast-track with money if I can.”
From Chair to CEO
Sashe is still a one-woman band—for now—but she’s building systems that allow her to step back gradually. Her goal? A fully digital, self-sustaining business that gives her freedom, flexibility, and impact.
She dreams of becoming a leading educator for braiders and women in business, both in the UK and globally.
“I want to teach—not just how to braid, but how to build a business that works when you’re not in the room.”
Final Words of Wisdom
When we asked her what advice she’d give to anyone sitting on a business idea, she didn’t hesitate:
“Just do it. Start messy. Start small. But start. You’ll learn as you go. That’s where the magic is.”
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