Pearl Ijeoma Ejelike is Taking Halifax by Storm

Pearl Ijeoma Ejelike

The Hair Extension Specialist Storm TAKING HALIFAX BY

By Gertrude Tumusime Photography by Adams Photography

t five years of age, Pearl Ijeoma Ejelike loved Saturdays more than any other day of the week. “When we were done cleaning the house, I knew I had paid my dues to my parents, so I would go and get a bucket, soak my toes and hands, and have complete pedicures and manicure.” This is Ejelike’s earliest memory of her fascination for beauty. Like a fueled flame, this fascination only blazed with age. Soon, she would be cutting her own hair, replicating hairstyles she had seen in the lifestyle and beauty magazines she collected using her pocket money. “I would see all these beautiful hairstyles and I wanted to recreate them on my own hair.” Often, the styles didn’t turn out as nice as in the fancy magazine pictures, but that did not deter the ambitious young girl. Today, Ejelike is an entrepreneur, a certified cosmetologist, a hair extension specialist and educator, among others. The mother of three owns one of Halifax’s renowned beauty brands, and – even though she is not quick to admit it – Ela Lani Extensions and Hair Salon is a household name.

A“Well, we’re not there yet but that’s the goal,” she says with the optimism of a person who has witnessed her business grow from a home-operated hair extension side gig to a full-fledged beauty label. Born in Nigeria and raised in Melbourne, Australia, Ejelike moved to Halifax, Nova Scotia in 2010. In Melbourne, she was a project manager for an insurance company by day, a hairstylist by evening, and a nurse by night. On arriving in Canada, she got in touch with the Cosmetology Association of Nova Scotia — the regulating body for all cosmetologists in the province — to get licensed. She worked with TD Bank while selling hair extensions on the side but soon realized she could do more. “When people bought my extensions, they often asked me to install them. I realized I might as well just start a salon and do what I love.” This would be a bold move for the then-mother of two who dreamed of creating a legacy for her children. “I wanted to show my children that there is strength in owning something. If you have a vision, you have to give it life, create your own path.” Ejelike believes “this is how we create generational wealth.”

Ejelike’s hair extension business did so well. She saved $10,000 which enabled her to transition from her bank job to starting a hair salon in 2015. This, in between caring for two toddlers, and helping her husband start his own shipping company. Ejelike is now a certified master stylist, owing to her over 14 years of experience in the field. “I started in a small boutique salon, and my idea was to create a space that would generate that feeling of luxury that everyone longs for when they go to a salon.” Starting a business in a new land and as a Black woman, meant that Ejelike had to break through several barriers. She didn’t know where to find the resources, so naturally, she went looking for Black business organizations. Thankfully, Ejelike did not have to walk this journey alone. When she knocked on the Black Business Initiative’s door, it opened — wide. “I approached two organizations but BBI got back first. They placed me with an amazing entrepreneurship manager who was and continues to be supportive, nurturing, and made sure I got everything I needed.” With the $10,000 savings, Ejelike purchased equipment for the business but needed a buffer to prepare for any eventualities. BBI loaned her $5,000 which secured her rent while the business picked up. Within a short time, Ela Lani Extensions and Hair Salon was up and running and Ejelike’s first task was to win over people’s trust. “Meeting people as a Black girl with a different accent was so scary. Getting them to believe in what I had to say, and then watch me walk my talk, I believe is what has won them over.” Arguably the best hair extension specialist in Halifax today, Ejelike is not afraid to blow her own trumpet as an innovator who is inventing new ways of doing things in the hair extensions industry. Ela Lani Hair Extensions and Hair Salon welcomes people of all races with all kinds of hair needs. “My goal is to encourage people to love their hair in every state,” Ejelike says. Ejelike is taking her children along on the journey, teaching them her craftsmanship, how the business runs, and the highs and lows because she believes they need to understand the struggle in order to appreciate it.

It is not only her children she is taking along. She offers free private training for people interested in learning about hair at her salon and through the Cosmetology Association of Nova Scotia. She most recently has been running natural hair care classes for people with afro-textured hair in conjunction with the Association. So much about Ejelike’s work gives her a feeling of accomplishment but perhaps the most important is being able to empower and mentor other women. “Watching the women I help train receive their licenses as professional natural hair stylists gives me so much joy.” Ejelike’s aspiration is to create a space where she will be able to build up other women through large-scale mentorship programs because she believes it is important that women get a seat at the table. The journey however has not been all rosy. The COVID-19 pandemic was such a blow to Ejelike’s business. Fortunately, BBI supported several Black-owned businesses to help them build online operations. Ela Lani was one of the beneficiary businesses. With this support, Ejelike was able to pay someone to create a better website for her

business, something that has helped her continue to serve her clients despite the lockdowns. “BBI has been an amazing support system,” says Ejelike Over the course of running this business, Ejelike has benefited from several other resources from BBI including professional advice, training, promotions, and valuable information on the Black business landscape. BBI is a voice for us. I feel like there She recently went to a pop-up market organized by BBI to are certain things or benefits that promote her business and learnt that, going forward, she needs to we may not know but BBI standing do more community outreach to garner more publicity. at the frontline for us gives us Ejelike is grateful for BBI. “BBI is a voice for us. I feel like there are space at the table. certain things or benefits that we may not know but BBI standing at the frontline for us gives us space at the table.” Says Ejelike. To people planning to start a business, Ejelike says “If you have to take a loan, make it work for you so you don’t have to work for it. As an educator, Ejelike spends so much time helping clients understand their hair and debunking hair care and health myths. The positive feedback she receives keeps her going. “It gives me the greatest satisfaction. I feel like my clients are like my family.”