Today we’d like to introduce you to Jill Wagstaff.
Hi Jill, we’d love for you to start by introducing yourself.
I’m a licensed brand partner for the company Lucky Locks. https://www.luckylocks.co
The owner and true mastermind behind all the dusky, beautiful aesthetics is Sarah Collins, of Bend, Oregon. When I began four years ago, I was one of three Lucky Locks Sparklers in Utah. I have clients who come from Logan, St. George, Park City, and all along the Wasatch front to get these lively little strands in their hair.
Sparkling is one of the fun parts of my day-to-day. I often tell my clients that sparkling is more for me, than it is for them. It’s a way to be with other women and everyone always leaves happier than when they walked in. Always.
I tie tiny, silk sparkle strands onto a single strand of hair. This allows them to grow out seamlessly, and bring some glint and shine to even the worst hair days. It’s funny, how a simple thing like this brings me and many others joy, but it does.
Coming back to “how I got started”… outside Lucky Locks, I grew up Utah, hiking in the summer and skiing in the winter. Since then, I have lived all over the U.S. and world, and somehow have ended up right back in the Salt Lake valley. I’m also the daughter of a successful entrepreneur and grew up asking questions about how it all works. The world of small business has always interested me.
However, my professional career is in education. I’ve been teaching English for the University of Utah’s international student program since 2019 and have a huge passion for it. For me, teaching is somehow intensely taxing, but also gives me energy. I truly love it. Yet, the busyness of my life doesn’t always allow for teaching every semester. During breaks, I get to focus more on sparkling.
I’m a mom of three and my day-to-day consists largely of spilled cereal, picture books, and endless snacks. The nap time hustle is real. My husband works for the University of Utah Emergency Department and is deep in his career grind right now.
Besides work, family, my sparkling business has become a way to keep myself centered. I love having this part of life to myself. While I sparkle, I get to be with other women, laugh, and make them shine and smile. And making others happy makes me happy.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Learning the tying method:
Initially, learning how to tie a silk sparkle strand to a single hair was intensely difficult. Thankfully, I have excellent vision but even then, being about to isolate one strand, tie gently enough to not remove the hair, but secure the strand tightly was tricky.
I spent a few months practicing how to tie on anyone and every type/length of hair I could find. I’m sure my friend group was a bit skeptical about these sparkle strands at the beginning. It took me several minutes to tie one strand, only to accidentally pull it out, not tie it correctly, or watch it slide out.
Now, it’s all muscle memory. I can tie about one strand under a minute, and they hold in the hair until the strand naturally falls out. I’ve had clients come after years and still have sparkles in their hair (having grown out over a foot!)
Finding clientele:
Anyone who runs a small business understands that marketing is your main driver. When I started out, I had zero paying clients. I began on Instagram and researched how to use hashtags and use the company’s bank of images and information to best set myself up. I spent my first summer doing as many people-facing events as possible. It’s difficult to explain what I do, without having it sound kiddish, or trivial. But when people can see the sparkles in someone’s hair, it’s a game-changer.
I did lots of cold-call emails to big brands. Many other sparklers in neighboring states have done pop-ups for huge companies like Nordstrom, Lululemon, Google, Victoria’s Secret, Athleta, Anthropologie, and more… however getting set up was harder than I expected.
Emailing proved inefficient, so I walked the mall and talked to store managers, showing them my hair and handing out business cards. I remember being an undergraduate at SUU and walking a strip mall with my printed resume, trying to find a job. It felt very similar, fifteen years later! This was by far the most effective way actually get connected. The brands that were most welcome are actually Utah small businesses.
I’ve done pop-ups at Albion in City Creek and Fashion Place malls. As well as Piper & Scoot, Preloved, and several locally own shops specializing in home design, medical cosmetics, or boutique clothing. This has become my sweet spot. I like the collaboration with other small businesses, knowing we’re helping each other. My most consistent brand relationship is with Albion Fit (@albion on IG) and love being in their stores–there is always a great vibe there.
Can you tell our readers more about what you do and what you think sets you apart from others?
I think the bulk of this question has been answered in the past four sections – please see those. Thank you!
Lucky Locks is set apart from other hair tinsel/sparkles by quality and longevity. Lucky Locks only uses high-quality silk sparkles. They’ve been tested up to 450 degrees and will not melt or damage hair using hot tools. They’re also tied to a single strand, allowing them to grow out seamlessly in one’s hair. The knot is so tiny, you won’t feel it, you won’t catch it with a brush.
You can also dye your hair and they will stay in, and stay true to color. People with curly hair can enjoy sparkles too because of their extremely light texture–it will follow the hair curl/pattern. Other plastic sparkles are slightly heavier and end up pulling the hair from the root.
No other plastic tinsel products on the market have been researched to match this type of quality. No glues or beads that you can feel on the scalp.
I imagine most people would prefer a bit more quality and effort into something that they (and everyone) will see in their hair everyday. Having sparkle strands that hold-up to regular life are worth it.
Who else deserves credit in your story?
Sarah Collins – owner, brand manager, business wizard.
From Bend, Oregon. She’s the driver behind this business and has grow it from nothing. Sarah has been key in answering texted questions on the fly, sending me tutorial videos when I’m unsure of a technique, and spinning many plates at once. She’s the kind of hustler that just keeps going and I see the hours and hours of behind-the-scenes work she puts in. When she started the business, there were only a few sparklers. Now there are brand partners spanning the United States, South America, and Australia. Isn’t she incredible!?
Brittany Badeau – sparkler, introduced me to Lucky Locks
After living in New York for graduate school, my husband and I moved back to Salt Lake City. Through work colleagues, I saw several women with these glinting hair strands and admired them for months, finding out who installed them. I was a bit undecided, but once I had them, I knew I would always have them in my hair. It’s been six years since!
My friend Brittany, the wife of my husband’s colleague was the only sparkler in Utah at the time. When she moved to Colorado, I was also at a point where I wanted to have something to work on, on my own. I was sad at the idea of not having sparkles anymore–plus I constantly was asked how and where to get them.
Brittany now uses (@luckylocks_soco on IG). When her clients would text her to get another round of sparkles, she would refer them to me. I was able to get a good amount of consistent clients from her over the first year of sparkling.
My clients!
So many of my clients refer friends and strangers alike to me. Word-of-mouth has become my main form of marketing. Seeing the sparkles in someone’s hair is the true form of marketing now. They’re so shiny in the sun, and a quick conversation starter.
Contact Info:
- Website: https://www.luckylocks.co
- Instagram: @luckylocks_saltlake
