Abigail Opiah: Cultivating Conversations and E-Commerce Solutions Around Black Women's Hair

When Abigail Opiah and her sister, Antonia, co-founders of UN_Ruly, launched an exhibit and short film called You Can Touch My Hair, in 2013, the intent was a commentary on how Black women had been "othered" in the workplace. But to some it was controversial. In fact, on the second day of the public exhibit, some Black women came to protest. Abigail's goal was simply to move the conversation about textured hair forward. The duo has been incorporating innovative ways to do just that on their media platform and other projects since. like the award-winning Pretty Shouldn't Hurt, done in partnership with L'Oréal.

While she always saw entrepreneurship in her future, Abigail believes that ending up as a beauty entrepreneur is serendipity. She started her career at a South Florida real estate firm in a role that mixed project management, public relations, marketing, and other skillsets. When she moved to New York, she landed a job at a boutique public relations firm that focused on entertainment and lifestyle clients. She continued in those areas when she started her own company.

But the Opiah sisters have been working together off-and-on since they were young babysitters. When Antonia floated the idea to Abigail, a platform was birthed. Three years later, they saw a need for in-home styling services, launching the e-commerce platform, Yeluchi in 90 days with only two stylists in New York City. The business expanded to include several cities (currently, NY, Los Angeles, and the DMV). Abigail shares how Covid-19 impacted their business and the steps the company took to support their hairstylists. 

She oversees their e-commerce business, and media relations and is spearheading their latest effort, selling braiding hair. She explains how this expansion is a natural outgrowth of their mobile business and that clients will be able to purchase pre-bundled packs based on the style they choose. 

Abigail also explains how she and her sister work together, dividing responsibility. And why a business coach was helpful in the duo's ability to separate their business and personal relationships.

Find out all of this and more in the latest episode.

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