The start of a New Decade means the end of an era. An era where uncertainties were kicked to the curb, an era of non-stop networking and socializing, an era of fun & work all rolled into one. The decade was loaded with fun, work, fun, work, socializing, fun, work, travel, fun, work, travel=repeat…..and I wouldn’t have it any other way. It was a decade of strength, compassion, will power and never ending amazement. Amazement at how much fun a small business could really be, if its centered around what you love and love to do.
I have always been an entrepreneur. At age 6, I was writing down my neighbors addresses in list form (I was working=so I told my aunt), at age 7 I sold false eyelashes at the Park N Swap; and was hooked on the moolah, I bought & sold stuff in the 80′s, sat and made big funky hair bows in the 90′s, created designer wigs in the 00′s; and now on the first day of a new decade, i’m creating feathered hair accessories. I love to craft and create, but I love running my business more!
Its not been an easy job, but I had to do it! I’ve held management positions in most of my previous jobs, so this made managing my business much easier; however the challenges remained. My biggest challenge was getting people to take me serious, about my wig business.
I looked too young, too happy, too inexperienced, too ________ (you name it). But that didn’t stop me from venturing into my second entrepreneurial experience, full force ahead. I laughed at those who wouldn’t see past their cloudy judgement, and this is what made me strong. I didn’t let their insecurities stop me from pushing full speed ahead, even though at times, I wanted to throw in the towel.
My true reason for sticking with this venture, lay outside myself; the bigger picture was that this venture was not for me. It was for all the people that have been kept down; for what ever reason. It was to help restore a sense of control over ones image, monies and success, but mainly it was to help those who suffer from hair loss.
In 1997, as I was growing my hair out to donate to Locks Of Love, I went into Panorama Wigs on Washington Avenue in Downtown Phoenix Arizona, (they then moved to Central Avenue just south of Roosevelt Ave=however bad karma has stricken and they closed shop in 2010). When I asked to try on a wig, the owner said “you must buy first”. I didn’t understand, because at the time there were a few ladies in the shop trying on wigs and not once did she tell them anything of the sort. Not wanting to create a stir, I paid for the wig, before I could try it on, and then proceeded to don a wig cap. It didn’t fit because of my long hair (it was down to my bra strap at the time), so immediately after taking it off (with her standing over me like a hawk) I asked if I could try on another longer style instead. Her words to follow broke my heart and almost made me cry; because I was the only one that was treated this way (the 3 other older ladies were busy in the background, playing around with all the wigs they wanted). She said “to try another wig, you must buy first”
Let me back up a little and share why this last statement broke my heart….At this time in my life, I had already lost an uncle to Cancer, my cousin Paul was having his second bout with Brain Cancer (right side first, then left side; RIP Paul Leo Lugo-2009; he passed from Leukemia), my aunt was diagnosed with Uterus Cancer just shortly before I went into the Panorama Wigs, and I had been planning on donating my hair, ever since my uncle was first diagnosed. I walked out of that wig shop with the biggest lump in my throat, imagining how my aunt would have felt to be treated like that. However, It wasn’t at that time that Devious Wigs & Things llc came to fruition.
About 2 months later, my sister received a mail order catalog; and low and behold- a purple glow in the black light wig was available! I was so ecstatic about the color, that I just had to buy it! I had never worn the White Bob Wig, purchased from the rude lady, but I was eager to get a purple one! When my order arrived (both wigs cost $45 in 1997) the hang tag from Manic Panic was attached. Being the entrepreneur that I am, I called up Manic Panic to ask what the wholesale prices for both the Bob Wig and the China Wig were; only to learn that the markup was outrageous!!!
It made me so angry, to know that people were preying on hair loss sufferers; just to make a buck. When I visited the wig shops in Scottsdale, to research the potential new business; I was flabbergasted with the markups. However the markups alone were not enough to make me go into the wig business, it was the treatment I received at the wig shops. No matter what part of town I was in, the wig shop tenders were always rude and very condescending. That rude customer service was the push I needed, to take the next step; obtaining my business & tax licenses, registering my trade name and establishing Devious Wigs & Things.
My business is to help women, look and feel better about their image. I also want to help save people money; because its not only hard physically or emotionally to undergo treatments for Cancer, Leukemia, Allopecia etc., but its also extremely expensive!!! Most people think insurance will pay for treatments and stuff, but this definitely not the case. Wigs are not covered by insurance, neither are most of the tests.
I was determined to create a place where all people can go, shop and feel better about themselves. A place where us Fashionistas can help the world by shopping green, recycling fashion and make people look and feel great about themselves. I was determined to succeed.
So the past decade has included me traveling from coast to coast, marketing. It has taken me to conventions in Las Vegas, California, Amsterdam, Holland and many others in between. It has given me the tools to help the less fortunate. It has presented me with an Award for Theater Excellence in wig design. It has enabled me to sponsor beauty pageants, such as the Miss Asia Arizona Pageant. It has given me the means to help fashion designers and models via my Devious Indie Fashion Events and the Fashion In Motion series of Mannequin Modelling. It has given me the strength to help the less fortunate in my area, even though I face strong resistance. And most importantly, it has enabled me to help make this earth a little greener.
I have won several awards during the past decade, including the ‘08 & ’09 “Best of the Valley” by New Times and ’08 “Best Of” by Phoenix Magazine. Our Devious Swap (a free clothes swap) was televised and aired on FOX 10 television, Since the popularity has grown; we now swap and trade everyday! I created a ”Bag Lady” program, encouraging recycling by accepting 10 recycled department store bags for 10% discount off daily purchase. And created glitter books (matchbook looking handout filled with glitter) to help us get in front of our market on the streets!
“On January 1, 1998 I opened Devious Wigs & Things, LLC as a home party business. I soon realized the need for glamour products at great prices, especially for those in rural towns, so in 2001DeviousWigs.com went live. After having so much fun with the guerilla marketing efforts, in 2007, I ventured into my newest endeavor, ShopDevious.com Beauty Lounge & Boutique .”
~Anna Marie
Owner/Creator/Founder
I have been an adjudicator for Theater, had several articles written on my business in the Arizona Republic and their affiliates papers. I’ve been interviewed for Latino Perspectives twice and have been the subject of a story written on Women Owned Business surviving the economic troubles, here in the Valley. I have met a number of awesome people, who want to help too. This venture has brought many people into my world that really do try to make a difference each and everyday; and i’m lucky to be in the presence of many of them!
This past decade also afforded me a brick and mortar boutique (we used to be available by mail order catalog and online only; after we discontinued the wig parties due to the 911 tragedy), where I create events for our community, while helping to make people more independent. It has opened an entirely new realm of my world. The boutique now offers fashion for Women & Men, accessories, purses, jewelry, beauty supplies and small business services. I have been working diligently on creating this one stop hub for small business owners and Fashionistas alike. The boutique also offers $30 flat rate computer repair services ($40 after your first repair) and website design starting at $300. Our graphic designer can design any required marketing supplies; billed at $35 per hour. I will continue to add services that are necessary to small business owners, because I want our economy to grow. I would love to see tons of small mom & pop businesses in and around Arizona.
I will tackle this new year diligently and successfully, beginning with 2 awesome events scheduled for first part of January. On January 7th, at 7pm, Plaza de Anaya will offer a free Belly Dance Class, followed by a 7 drum dance, in the garden next to the boutique. That same weekend, January 7, 8 & 9, ShopDevious.com will host a booth in the craft section, of the AZ Home & Garden show; at the Phoenix Convention Center. On February 4th, at 7pm, a FREE false Eyelash application workshop will be offered (with a buy 1 Get 1 Free eyelash sale; for the workshop attendees). It will be a “Save the Earth” party where people can bring in their old, outdated & unused cosmetics to the boutique and trade them for discounts on Mary Kay products. Its also the day they can bring in their unwanted, untatterred and clean clothes, purses, shoes, accessories and jewelry for Women & Men to trade with the boutique. In May we will host a booth at the Phoenix Comicon for our very first time! We will also begin to host fashion & drag shows every 3rd Friday, to benefit the 1n10 organization (they help GBLT teens by empowering them, while teaching them to be independent). And finally, this decade, I hope to create alliances with other organizations that help troubled teens via fashion shows to lift up their self esteem.
This new era will be dedicated to helping people, help themselves. It will be dedicated to cleaning up Grand Avenue, turning it into the Fashion District of Arizona. It will be dedicated to having fun while spreading joy. I am happy to welcome anyone that would like to push green fashion, mom & pop businesses, or get their name out there. Together we will create a community of helpers, a community of supporters and most importantly a community of friends.
I look forward to sharing time with you this era.
Sincerely,
Anna Marie
