Introduction….. My name is Empress Yendys Nefer-Atum Ast Maat. I am a 44 year old Natural Hair Care Professional/Master Loctician. I have been an entrepreneur for all of my adult life, the last 25 years or so. I am also a Certified Holistic Health Practitioner, Certified Aroma Therapist, Wearable Arts Designer, Natural Product Formulation Specialist, Teacher of The Global Sacred Womans’ Rite Of Passage, Khametic Priestess-In-Training, Gardener, Mentor, Belly Dance Artist, wife and mother.

I have always had a love for our African hair. I have never desired to be other than who I was born to be. When I was very young, I remember my mother teaching me how to set her hair on rollers before she went to bed at night. When I was about 12 years old, I started braiding my own hair for school. Soon I turned my skills onto my younger sisters’ hair. My father used to cut hair for school boys back home in Barbados on Sunday mornings in our front yard and I would watch him. I don’t think he ever took formal instruction to learn that trade. It seems to be the same with me like my father. I possess a natural desire and talent for the artistry of hair care.

I learned how to cut my younger brothers’ hair using a small comb and a pair of scissors, just like my father did. Then the lady next door would ask my mom if I could come to her home and put her hair in curlers on Sunday afternoons, I think she had some challenges with her fingers. I’m a visual learned, I’ve learned how to do hair mostly from observing others.

I think all of my journey has been an organic progression. I have experience with caring for all types of hair, straight to kinky. I have done perms, jheri curls, weaves, braids, style cuts and dyes. I graduated from Wilfred Academy Hair & Beauty Institute in 1984, as a Licensed Cosmetologist. For 18 years years I have exclusively cared for natural hair as a Natural Hair Specialist/Loctician.

In 1993, I started my own Natural Hair Care company, THE COWRIE SHELL CENTER, which is now home of ‘The Yendys Experience’ A Transcendent Approach to Natural Hair & Skin Care. Five years later, due to the needs of our hair, I created ANCIENT BLENDS, my own line of organic hair and skin care products.

My center is home-based in Crown Heights Brooklyn, at 1166 Dean Street, Grnd Flr. Brooklyn New York, 11216. My website: www.cowrieshellcenter.com. I may be reached at 718-221-2051.

I offer full services for all types of natural hair, Starter Locs, Monthly Loc Maintenance, Double strand Twists, Natural Hair Coloring, Deep Herbal Treatments, Hot Oil Treatments, Artistic Hair Styling, Loc Adorning etc.

I offer Consultations on Hair & Scalp wellness, Holistic Health/Nutrition, Emotional as well as Spiritual Readings. Detoxification Fasts & Dietary Plans.

Why, When, How… In 1992, I felt an inner calling to go natural (back to my roots) so I decided to grow my own locs and to seek out information on how to become a vegetarian. When I was truly ready, all of my teachers seem to magically appeared in my life. Once my hair started to lock, I felt a deeper urging to get on a path of natural living and I no longer wanted to work with chemicals of anything that didn’t reflect African beauty.

(Flashback: I’m remembering a TV show called ‘The Women of Brewster Place and the image of the character played by Robin Givens. That young lady was one of my first models for natural beauty. I wore a kinte’ headwrap for years because of her. I look at pictures of many African/Egyptian woman and adorned myself with lots of jewelry, shells, wraps ect, and walked the streets of Brooklyn in what is now known as ‘Badu’s Style, long before she appeared on the scene. After which time, folks now had a reference/category for my look…smiling) My clientele shifted, although I made no major announcements about not feel to work with chemical and such. My new lifestyle and vibration just attracted folks who were also seeking natural hair care and a natural way of living. I was that example for them.

3. African hair is very special… I believe, because it grows in nine ether coils. Our hair consists of the most potent frequency of electro-magnetic energy emanating from our solar sun which lies deep within our solar plexus, that heat produces it’s coily nature or structure. Other hair textures are produced directly from a lunar sun, which does not produce the same intense heat, giving it a straighter characteristic.) Our natural hair can be styled more infinitely than any other hair texture/type on this planet. African hair is directly plugged into the Divine source of energy out in the universe.

We, as African descendants inherited this hair from the ancient ones because it is not only for our warmth and cooling but, also it connect us to the electrical source as an antenna which connects us with the spirit world. I believe the act of having our hair twisted into coils, braids, locs are worn in an afro style is a divine act, which works to fine tune our own spiritual/aura stations.
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4. My signature hair styles… I love creating styles that give my clients the look/image/reflection of an African Warrior for brothers and elegant Queens/Goddesses/Deities for sisters. I also create some replicas of what I call ‘woven baskets,’ one that reminds me of a ‘cascading water fall,’ ‘Bantu Knots,’ and the ‘fishbone’ design. My latest winning style is called ‘The Goddess Coils,’ individual locs coiled into tight knots, producing a full head of curls without using rollers.

5. New Clients… When a new client enters The Cowrie Shell Center, I always greet that individual like a long time friend, a family member or someone bringing me a ‘gift.’ Upon arriving at my front door, they will be enchanted with the sweet, pleasant aromas of exotic Indian incense that will instantly remind them of an ancient Spiritual Temple. Once inside, I ask for the removal of shoes at the door. They will see African Art and tapestry adorning the walls of my home. I usually ask if they had a pleasant journey finding my place. I invite them to be comfortable. I ask them to share their hairstory with me. I offer my special cup of hot Indian Spice tea. I share my expertise and explain my way of caring for natural hair and I listen to them attentively. I might show

6. Finding a Good or Bad salon… Although I have spent hundreds and hundreds on advertisements, my biggest response has been from referrals/word of mouth, followed by my website. I do strongly recommend getting referrals from friends, co-workers and family members.

7.On Salons being too expensive… I say, ”you definitely get what you pay for!’ Especially if it was cheap!!! But, you must first be an educated consumer. You should have an idea of what you’re looking for, have questions, don’t just put yourself in anybody’s hands and then complain when you don’t like what you get.

Also, get recommendations/referrals if you see someone’s hair/style that you like! I’ve heard these points straight from my clients mouths. Me, personally, I work with integrity, I’m fair and honest. Cost of living is high these days and the cost of hair care, natural ingredients and other self-care specialties is an investment in ones’ personal self preservation and should be treated as such. To manufacture Natural Products have become quite expensive in the past ten years. It is worth it to have quality, organic ingredients in your hair and skin care regimen.

8. No Cut backs… A monthly hair care appointment with your stylist is a necessity, along with a month’s supply of maintenance products. At each appointment, I offer a stimulating shampoo, an aromatic, deep 11-herb infusion rinse, a hot oil scalp massage, twist and styling for a standard price. I do not differentiate based on length of hair or hours it takes. This is one of the way I keep my prices realistic for my clients. Not only is regular appointments necessary to nourish and treat new growth, I’m also able to be in tuned with changes in my clients life, health, hair and scalp challenges. Monthly appointments with your favorite stylist has profound benefits to the individual for self-reflection and self-repair. Hair Care Professionals are psychologists as well, my clients appreciate being free to share the happenings of their lives with me and they feel enlivened and replenished after each session.

9. Private consultations… To the person ashamed about the condition of they hair/scalp, I would recommend that they do their research. Keep an eye out for someone who’s hair you admire at church, the job, school, even on the train or bus! My new clients have told me that they have approached some of my clients in these places. Sometimes they were drawn to them by the scent of my Ancient Blends’ Lemon-grass hair oil still lingering in their locs. They should also request a private consultation with first if possible, to meet the stylist and get a feel for the environment for their own comfort level. In that initial phone contact, that person should clearly state their need for privacy and if that request cannot be possible, then definitely rule that place out and keep looking. I also give my clients a few of my business cards to hand out after their hair care session.

10. Sharing with Stylist… The things a client should share about their hair are; what they like about their hair, what is the present challenge with their hair, what are they aspiring to have the finally outcome of their hair to look like, what types of products have been tried/used, discuss any allergic reactions to any ingredients that they might have experienced in the past. I personally always ask them all of the above, the I ask about their dietary habits, stress levels, emotional states and vitamin supplements…basically their lifestyle matters.

11. New Client… A new customer should inquire if the perspective hairdresser has experience working with her particular hair texture. She should also bring a picture of the style they wishes to have done and any other questions about the products being used and concerns she might have. She should also ask about the stylist or salons’ policies on cancellations, prices, products, etc.

12. No Mis-understandings.. Be absolutely clear and sure that you and your stylist have the EXACT same understanding of what YOU want!!! I believe clients should be realistic about their hair’s capabilities, as far as the length and the amount of hair for a particular style they might desire. I’ve seen this one a lot. Sometimes clients are too vague and other times they’ll say, ‘oh my hair is in you hands, do what you think would fit my face.’ NO!!!…Some client have a style they want and don’t know how to articulate it. We, as the stylist have to be patient and creative to motivate them to take part in this styling process or else, you’ll find yourself re-doing several styles!

13. Describe my ideal Client… That client is one who can appreciate what I represent once I’ve introduce myself to them, open minded, knows how to articulate what he or she desires from me, respects my way of life and then conducts themselves with reverence in my presence, since I’ll be giving them the same respect in return.

14. My worst customer is… one who doesn’t like anything I try to offer to accommodate them, one who is disrespectful of me, my surroundings, consistently inconsiderate of my time and the schedule of other clients, one who I can sense as deceitful and cunning and one who waits till after the work is done to say they can’t pay!

15. Your salon… My salon is unique due to the personal care that I offer to each individual. My manners are gentle, nurturing, helpful and soothing to ones’ mind, body and spirit. Once in my environment, which I designed for the spiritual and cultural reflection, I share different, natural ways of thinking, living and being. I inspired creativity in others. As I work, I’m mindful that I am an educator as well. I’m a working example of a young, black woman who created a way of life out of a personal love of hair and other gifts from my hands. I worked at home while being focused on nurturing my daughters, being a full time house wife and structured a business without the formal instruction that folks might think I have. I feel that I have lived my life so far, comparable to a natural pace of life.

Goal… My goal as a person is to experience my multi-faceted self, to use positve opportunities to learn new things, grow and to teach these things. I aspire to constantly re-define myself to reflect my higher-self. To have the courage to go where I’m afraid to go and to challenge constantly myself. My goal as a natural hair stylist is to continuously emulate, encourage and inspire beauty and wellness for my people by first being the example of what I teach and speak about. By that I mean, I have to first live the life that I’m teaching and I have been doing just that.

17. Natural a Phase?…Natural hair is a phase for only a very small percentage of folks. For many, many others, it has become a way of life. The small group will be the ones flip flopping from perms to weaves to processes. The strong, natural hair communities( locs, braids, twists or afros) will continue to seek other hair natural styles as their hair grows, their own livelihoods/ businesses, clothes, foods, social groups, events and information that support/accommodate they lifestyle. These days there is a very strong grassroots movement for the NATURAL MYSTIC that is brewing in Brooklyn, I can feel it in the air! We are embracing and remembering our natural selves… stronger these days!

18. Children’s Hair… I groom children’s’ hair also. I have two grown daughters of my own who are now 23 years old and 21 years old, so I have had some practice with comforting children to a relaxed state so I can work on their hair. I encourage them to be a part of their hair care process. I’ll ask them to hand me the beads, shells or rubber bands that I’m using in they hair. I might entertain them with children’s videos and fruit or, I’ll engage them in conversation, although, I don’t push them. I usually inform them of the process as I go along, even if they don’t respond to me. I know that they’re listening to me. They look around my place a lot, I have lots of cultural, spiritual symbols around me. Their parents tell me later that the children repeat everything I say, with authority. Children say that I am gentle while combing or twisting their hair and that they prefer me to do they hair.

19. My MOTTOs…
‘An honest days work is rewarded by the universe.’
‘The hand of universal law is not sleeing.’
‘I Work honestly, deligently, creatively and with reverence for The Creator, self and kind.’
‘If you can’t eat it, don’t put it on your body.’
‘I believe that we should celebrate the glorious journey of our lives. I’m proud to assist in the re-growth and promotion of our natural, African selves, more natural lifestyles, more natural hairstyles, and over-all self-sufficiency in our people.’

Love & light,
Empress Yendys Nefer-Atum

Master Loctician & Holistic Practitioner
Founder of The Cowrie Shell Center
Holistic Wellness & Beautification

Brown Eyez Magazine
Health Director & Contributing Writer

‘Bring the sacred into everyday life’

My blog at: http://cowriespeaks.blogspot.com
Visit me @: Myspace.com/yendysasis
Read my article@: www.BrownEyezmag.com
Web Address: www.cowrieshellcenter.com
FaceBook: Yendys NeferAtum

Loc Initiation, Maintenance,Twists, Natural Hair & Body Products, Sacred Jewelry, Crochet Hats, Bags & Consultations…

The Cowrie Shell Center
1166 Dean Street Garden Apt.
Brooklyn, NY 11216
Center: 718-221-2051
Mobile: 347-635-3676

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