Another local entrepreneur who hit the big time in the hair business is Denie Schach [photo at right] , inventor of the Hairdini Magic Styling Wand.Ten years ago, Schach -- a former stylist who had earned a reputation as an "up-do specialist" -- invented the Hairdini to help people recreate her glamorous piles in the comfort of their own homes.
The product was an instant sensation, earning slots on home-shopping networks and on late-night TV infomercials.
Though the heyday of the Hairdini
may have passed, there is still a steady market -- which proves, Schach
said, that what she
called the "clean, classic look" of the up-do is one of the few constants of hair fashion.
"It's always thrived, because it's always in," Schach
said."It's not going to go out next year.I think that's one of the reasons why, 10 years later, people are still talking about the Hairdini and still ordering it -- because it's basic and classic."Schach
moved from Texas to Eureka three years ago, in order to be closer to family and to the natural beauty of the North Coast.Since then, she
has refocused her
business somewhat, away from direct-to-consumer marketing campaigns on QVC
and the like, and toward wholesale and Internet business.She
has also designed a whole series of hair-aids that can create any number of intricate dos -- from buns to braids to beehives.
products through Claire's Boutiques
, an international chain, and through her
Web site -- www.hairdini.com -- which does between $1,000 and $2,000 of business each month, she
"I love living here, but I was really afraid that I wouldn't be able to make it economically," she
said."It's still a hard place to make money."
In recent months, she
has launched a new television ad campaign, including some spots on local television.The ads are based on a simple catch-phrase -- "Don't get caught by the hair police" -- and are designed to direct customers to her
will be rolling out three new products in the upcoming year.One, she
said, is still top-secret.But she
could talk about the other two -- the "Hairdini II," an easier-to-use version of her
signature product, and the "Mega-Clipdini," specially designed for people with "very, very big hair."
"I will challenge any hair," Schach
said of the latter product.