About the Company

Hair Fetish LLC is a multifaceted beauty business established by Diane German, combining styling services with an exclusive product line, Agape Fetish. The company operates primarily out of her private salon, where Diane offers personalized hair styling to a select clientele, including children, adults, and celebrities. Agape Fetish, the product line, focuses on high-end beauty products like Mulberry silk bonnets and edge control, catering to clients' at-home care needs. Based in Lauderhill, FL, the business also plans to expand its offerings in the coming years.  

The brand's name, "Agape Fetish," combines two meaningful concepts. "Agape," referring to divine or unconditional love, represents the perfect care and quality she aims to offer, while "Fetish" allows for broader product expansion outside of beauty, symbolizing a personal attachment to passion and excellence. The company’s mission is to provide luxury products and services with a focus on authenticity, top-notch quality, and a customer-first approach. Diane's ambition is to make Agape Fetish a one-stop shop for luxury beauty and lifestyle products.

Idea Behind Company

The idea for Hair Fetish and Agape Fetish evolved from Diane's long-standing passion for hairstyling and her desire to offer personalized services and high-quality hair products. Diane’s journey started with childhood experiments on dolls, growing into a business at 13 when her mother helped her buy a salon chair. Over time, her love for the craft developed into a professional pursuit, which ultimately led her to study cosmetology at multiple schools after initial setbacks. By 2011, Diane was ready to take her passion seriously, registering Hair Fetish LLC in 2012 and launching the Agape Fetish product line.  

The product line was born out of a desire to solve real problems her clients faced with maintaining their hairstyles. Diane recognized the need for products that not only maintained the quality of a hairstyle but also provided longevity and luxury. After extensive research, Diane developed Mulberry silk bonnets and edge control—products designed with care and authenticity, catering to both her salon clients and the wider consumer base. The name "Agape Fetish" was chosen to reflect the love and dedication she puts into her products and services.  

Diane’s brand vision combines hairstyling services with premium products. By launching Agape Fetish, Diane wanted to address an underserved market that valued quality and longevity in hair care. She envisioned a business that could grow beyond styling, offering a broader range of beauty products, including organic hair care and children’s accessories, while maintaining a strong focus on customer satisfaction and product excellence.  

Creating the Company

Building Hair Fetish and Agape Fetish was not without its challenges. Diane’s journey began after she encountered several personal setbacks, including failing a nursing exam and being expelled from cosmetology school. However, these obstacles fueled her determination, and by 2016, she enrolled at Beauty Anatomy Institute, where she honed her craft. Diane also took the opportunity to style celebrities during her training, boosting her confidence and industry connections. These experiences solidified her resolve to turn her passion into a business, and Hair Fetish LLC officially came to life in 2012.  

In 2012, Diane registered both Hair Fetish and Agape Fetish, unsure at first which name would best capture her vision. However, the combination of the two allowed her to expand her brand and cater to both services and products. Diane was strategic in her product development, researching each item extensively to ensure it met the highest quality standards. Her attention to detail and commitment to authenticity were key to launching the Agape Fetish line, starting with silk bonnets and edge control.  

Diane also had to navigate the complexities of running a business, especially as she balanced family life with her entrepreneurial goals. While running Hair Fetish and developing Agape Fetish, she continued to care for her family, including raising her children, all while learning the intricacies of marketing, branding, and product development. Her perseverance and ability to adjust to setbacks became foundational in her journey, making the company’s growth possible.

Launching the Business

Launching Agape Fetish was a process that involved careful planning and a significant financial investment. Diane worked with a marketing and branding consultant to bring her vision to life. In 2020, she completed her first commercial shoot, which cost around $6,000—a major milestone for her business. Despite being relatively new to product launches, Diane remained optimistic and proactive in her approach, building on her established reputation from Hair Fetish.  

Diane emphasizes the importance of structure and preparation in launching a new business. She was aware that things might not always go according to plan, so she made a conscious effort to be adaptable. She also balanced her efforts between her salon business and her product line, ensuring that each received equal attention and growth potential. Diane's focus on consistency and marketing helped her make significant strides in expanding her customer base.  

Looking ahead, Diane plans to grow her business through continued online presence, using SEO strategies and networking to attract a larger audience. Although her sales are currently stronger through her brick-and-mortar salon, Diane remains confident that her online sales will catch up as she builds her Agape Fetish brand and grows its online presence.  

Earnings

As of 2020, Diane’s business, Hair Fetish LLC, was generating over $7,000 per month in revenue, with her product line, Agape Fetish, contributing significantly to that total. Though Diane has faced many challenges, including early struggles to build a reliable client base, her hard work and persistence have paid off. She credits her growing revenue to her commitment to offering high-quality services and products, which have helped her attract a loyal customer base.  

While the bulk of Diane's earnings come from her styling services at Hair Fetish, her product line has also been a profitable venture. Diane’s product offerings, such as Mulberry silk bonnets and edge control, are gaining traction, and she is confident that online sales will continue to grow as she builds her marketing and SEO efforts. She’s also focused on diversifying her offerings, planning to expand Agape Fetish into organic hair care products and children’s accessories, which could further boost her revenue.  

Diane acknowledges that starting a business often involves taking financial risks and not immediately making a profit. She advises other entrepreneurs to embrace mistakes as learning experiences, keep their focus on quality, and remain disciplined and organized to ensure sustainable growth. Through strategic planning and resilience, Diane is confident that both Hair Fetish and Agape Fetish will continue to thrive in the future.