How CEO/Founder Dafina Smith of Covet & Mane Hair Extensions is Making Waves In A Multi-Million Dollar Industry!

Dafina Smith of Covet & Mane.
Dafina Smith of Covet & Mane!

Updated June 2022: In today’s episode, I catch up with CEO/Founder Dafina Smith of Covet & Mane! Founded in 2019, Covet & Mane is the world’s first line of customizable hand-tied hair extensions! Covet & Mane’s patent pending cut point wefts allow hairstylists to cut and tailor hair extensions to fit each of the clients individual needs. Dafina describes her wefts as the ultimate hair enhancement created to fit the clients head for a natural, undetectable, shed and tangle free experience.

Dafina Smith is challenging and changing the way we view the hair extension industry, through her innovative products made with the specific needs of the client in mind. Her passion is personal, heartfelt, inspiring and I can’t wait for you to hear how Dafina built her empire.

About Dafina Smith: (excerpt from Covet & Mane pr)

Instilled with core family values, Smith graduated from Georgetown University with a degree in social justice, served in AmeriCorps and lived in DC’s Housing projects where she worked to improve literacy for at-risk children. After college she leveraged her love of beauty, business and people to pursuea successful career in sales and branding. Smith developed some of the first experiential brand activations
at Bloomingdales and worked in film, television and event production with the management team for Outkast.

In 2007, Smith opened Atlanta’s flagship location of Sunny’s Hair & Wigs which quickly became a fixture of the beauty community. Known for providing the industry’s highest quality extensions, wigs and hair products, Smith’s signature concierge-level service really set Sunny’s apart. It became a trusted name with celebrities such as Jennifer Lawrence and Nikki Minaj and was featured on shows such as The Real Housewives of Atlanta.

Sunny’s incredible success also highlighted flaws in the multi-million-dollar hair extension industry which was filled with hard-to-use products and improperly trained hairstylists. In 2019, Smith disrupted the market by launching Covet & Mane, the world’s first line of customizable hand-tied hair extensions which offer stylists unparalleled color with unique patent-pending cut-point wefts for a seamless, luxurious and natural look without the complications of traditional application methods.

Smith innovates both color and texture while staying true to her roots by focusing on comprehensive, hands-on, peer led education through the brand’s carefully cultivated “Covet Collective.” This exclusive group of professional stylists allows Smith to focus on the brand’s signature method while empowering stylists to invest in their own success. She thoughtfully refers to Covet & Mane as “the Chanel of hair extensions;” superior, quality, hand-made products delivered with a white glove touch.

In this episode, Dafina Smith gets candid about:

  • What led her through her own journey of self discovery and entrepreneurship, due to unpleasant experiences with her hair growing up.
  • How she was able to identify, correct and perfect the flaws that are continuously overlooked within the multi-million dollar hair extension industry, to create the ultimate hair enhancement experience for her clients.
  • How she was able to push through the Imposter Syndrome by using the practice of mindfulness and guided meditation.

I thoroughly enjoyed our discussion and I’m sure you will to! Comment below your thoughts on the episode below.

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