From the CEO and Team here at World of Braiding & Extensions Ltd.

Joy Phido – (CEO) World of Braiding & Extensions Ltd

Zina  – (Director – IT, Branding, Social Media & Resident Model)

Efe  – (Director – Creative Designs, Communications & Resident Model)

Mega  – (Director – Style Research /Image Development and Resident Model)

Garen – (Style Adviser & Resident Model)

Charles Phido – (Director – Marketing, Administration, Creative Media & Public Relations)

We send our sincere gratitude to all our friends, clients, external models, viewers and subscribers who believed in us, supported us and contributed to make this happen.

8 years ago when we started this natural hair journey and movement, we were told that it will not work as no one believed in wearing natural hair any more.  We did not listen to the negative comments and pressed on with our search for solutions to natural hair problems.  The road was difficult to travel on. It was full of hurdles, challenges, stress, pains etc etc.

Today we are happy to see that our contribution is helping so many lives across the globe.

We are excited that we have pioneered Professional Training in Natural Hair & Extensions industry.  We are proud that in our little way, we have helped to create jobs and businesses to so many who would have found it difficult to get the job or business they wanted.


This is to say we appreciate you and will continue to do our best to support and guide you in whatever way we can.  Feel free to contact us on our details below.


World of Braiding & Extensions – is pioneering Professional Education & Care of the Natural Hair & Extensions Industry.

World No. 1 Professional Natural Hair & Extensions Academy.,

Tel: +44 1702 339 858, 07946 439 057,





African Continent

African Continent

This is quite an intriguing and thought provoking topic.  If you have been following this blog, you would have read our last blog on a topic featuring – IS THE BLACK RACE AN ANTI-BUSINESS COMMUNITY?  To add to my curiosity and confusion, I get this interesting hair enquiry call from a prospective client.

Phone rings and I answer the call.  We get chatting. The gist of our enquiry goes. “I will like to have my hair done” asked the caller.  “What style would you like done” I enquired. “I want the micro braids done. Do you offer this service?” So our conversation continued.  On further questioning and consultation, it turned out she had done this style elsewhere but she was not satisfied with the result.  She had only worn the style for two weeks and it was beginning to unravel and come out so this was making her feel self-conscious about her hairstyle and her image.   She had then taken it upon herself to do some research on the internet to find out who could give her a better hairstyle. She now was calling us because her research had told her that we are the experts & specialist at designing natural hairstyles.  So I confirmed to her that we could give her the best hairstyle she desires but there is a price to pay for our expertise.

This is where our discussion focused.   She asked for our price which I gave to her after our detailed consultation. She then explained,“I live in Hackney and I know there are lots of places that can offer this service but they do not advertise. So when I saw your website I thought you could help me.”  “In what way did you think I could help you.” I asked.  “Well I know there are lots of high profile salons in West London but I am looking for a salon that will let me pay with African Price.”

African Market known for cheap price

African Market known for cheap price

At this stage, I was confused.  “What is African price? I queried. On further interrogation, she explained that her meaning of African price is a salon that will offer her prefect hairstyle but charges very cheap price.

This lady wanted the best quality professional service that she will be proud of, take to work, look good around her friends, feel confident with high self-esteem but repay the service with very cheap money. Cheap price equates to African price.

This is where I continue to query the African and Black mentality.  In my years of working with hair especially working with natural hairstyles, I have been asked to explain how I decide my price by some enquiries. They have often queried me with such comments as “is it not only braiding?”  When I queried this person if she could braid, she said no. I have been told that braiding & natural hair service does not require booking appointments or paying a deposit to reserve a place for their hair service etc etc. But asking for African price finally topped the weird and awkward questions I have been asked and further confused my understanding of the African mentality to business.  These people have no idea what running a business means let alone running a professional business.

I have heard about the antics of the so-called African priced hairdressers /stylist.  These people get into the industry without education or training.  These are sometimes illegal immigrants who have no right to work in the country etc and decide to take on the next easily available thing.  They do not pay tax or have any recourse to the system. These people have no idea what a strand of hair is, how it grows and how it gets damaged. These people only occasionally know how to offer a skill but have no knowledge about customer care, health & safety, etc hence there are tons and tons of complaints about their activities which has put the industry in disrepute. Everyone who has no job or dream about a future without training or education runs into hairdressing because they feel there is no entry requirement.  They dabble into applying chemicals on clients without understanding the contents of relaxers and the effects of chemicals on the hair and scalp. They continuously cause unimaginable damage – ranging from complete hair loss, chemical burns, scabs, patchy scalp, headaches, bleeding etc. Considering the fact that they have not taken any training, they have nothing to lose when they cause irreparable accidents as the salon owner takes the rap from the distressed clients or in some instances when the salon is taken to Court.  There are no standards in the Black hair industry and this is why Black women have the most damaged hair among all the races.

Damaged hair

Damaged hair

While the young untrained ignorant girl gets into the industry by mistake, my concern usually goes to the clients. These are mostly professional women who should know to treat their body better. They willingly sit in unkempt grotty salons; watch the stylist eat disgustingly smelling food over their head; watch the stylist argue, quarrel and physically fight with their colleagues holding a scissors over their heads; allow these stylist to pour water and apply shampoo on their hair; ignore them in a corner while they attend to many other clients etc.  These women will sit quietly  without complaining or questioning what is going on. Why do well educated women allow this to happen?  They take on the insult and verbal abuse because they do not want to pay good money to be served in a professional salon.  They want to pay African price.

When will Africans respect the person with a skill?  When do Africans appreciate the fact that skills are what encourages entrepreneurship and make the world go round?  Fact is, a well-trained hairdresser has undertaken professional training through months and years of education.  She has invested money to better her knowledge on how to protect, groom, grow and support her client’s hair.  Your hairdresser is your hair doctor.  She knows what your hair needs and has solutions to resolve it. She is creative, has passion for her skill and is happy to please her clients so they stay loyal and keep coming back to her.  She is running a business that she chose because she has something to offer her community.  She has love and passion for women looking glamorous so they feel confident to be the best at what they do. She understands that we cannot all take on the same careers, so hair is her calling and she is happy to do it to her best ability. She has chosen her profession and is running a business which has to grow.  She is standing behind clients all day, puts in very long hours inconveniencing herself and her family and most of the time to the detriment of her own health. She has responsibilities, a family to feed, rent to pay, bills to cover – electricity, water, materials, keeping her salon safe, clean  and welcoming, put fuel in her car / transport herself to work, salaries to pay etc.  When a stylist charges a price, she has to cover her expenses just as you go to work and get paid to cover your expenses.

My continuous query then becomes why is the African society anti-skill/ entrepreneurship? It was not like this with our ancestors but the modern day Africans are well known for the high propensity to consume rather than to produce.  Anyone who then produces is seen as low class, second class citizen, sneered at and called derogatory names.  This is why a richly blessed continent that we have has now been turned into raw material basket to every other continent and race but the Africans themselves. This is why we leave our richly endowed continent and chase everywhere else in search of green pastures without realising that we have everything everyone is looking for. Generally an African child is brought up to mentally think of working in an office for someone else. Who is going to set up this business for us to come and work for them? Who is going to provide work for our children and generations unborn if we don’t change our ways?   The continuous run from the village with all its potentials chasing the city and its white collar high paid job should stop.  If there is anything the economic recession has taught us, it is to start creating our own jobs as there are no jobs waiting to be picked up.

When the African woman has money, she goes on a spending spree – clothes, gold jewelry; designer shoes, bag to wear to the latest party in town; make up so she looks her best at the party; she wants her skin to glow so she does not mind how much money goes into her skin care, perfumes etc,  She will buy the most expensive 22  inches and over hair extensions – Indian hair lace front wig, Brazilian hair, Mongoloid hair, Peruvian hair, Eurasian hair etc at very exorbitant prices but when it is time to pay for the service of getting the hair done, then the stylist does not count in her spending spree.  This is when she suddenly gets wise and realises she has not got money. The reason she will not pay good money for the hair service is because she sees the hairdresser and stylist as a skill that is of no of value.  To her the hairdresser is an illiterate, uneducated, unimportant person in the society and so should be paid ridiculous money. My conclusion is – I have no sympathy for a client that is not willing to pay good money for a good service. Such clients should live with the outcome they get when their hair gets damaged and also when they lose their hair in process.  There is a saying “when you pay peanuts, you get monkies”

According to the McKinsey Global Institute (MGI) “Africa’s economic growth is creating substantial new business opportunities that are often overlooked by global companies… Today the rate of return on foreign investment in Africa is higher than in any other developing region.”  The sooner Africans start accepting that skill based careers are as good as any office based job, the sooner we will have a better society that provides good service and mutual respect for everyone. Hairdressers & Braiders spend hours making their clients look beautiful, presentable and confident. Learn to give them respect and stop demanding African price.

If you have been affected by anything in this article, have similar experience, would like to add or contribute to our discussion, please add your comment here.



Joy Phido (SRH)

Natural Hair & Extensions Specialist, Consultant, Designer, Educator

Entrepreneur, Speaker, Business Coach/ Adviser, Mentor, Author

BSc Hons – Business Management, NVQ Level 3 Hairdressing,

City & Guilds Level 3 – Teaching, ILEX Level 2 – Legal Secretary

Diploma – Hair Weaving, Certificates in Natural Hair & Extensions,


Before going into hair business, Joy has had years of  various career experiences with varied organizations including Corporate Nigeria, Lagos city banking career, to Corporate England, London city telecomms career.  Joy’s mission is to design, grow and glamorise natural hair as well as help ordinary women gain financial freedom with employment or set up micro businesses.

Joy is available to speak at your next event.  Please call to book.


Contact us:

Telephone: 0208 983 9815, Mobile: 07946 439 057




Do you like the idea of becoming a Natural Hair Salon and Training School/ Academy? If yes, why not become part of us by investing in the World of Braiding Affiliate Programme?


Did you know that 80% of the world populations are people of colour – Africa, Asia, Latin America and the Caribbean and yet hair textbooks, Cosmetology/ Hairdressing colleges and scientific understanding of hair – structure and function comes from research that has been done mostly on Caucasian hair type? 

This is a huge opportunity to get into the black hair industry as was proved by Madam C J Walker (1867-1919) when she became the first black woman millionaire from black hair beauty.


To confirm the Black Hair industry is a huge industry here are some  statistics to show population and income –

Population – In USA Black Americans totalled 38,929,319 as at 2010, in UK 1,148,738 as at 2001, in Africa 1,022,234,000 as at 2010 etc etc. 

Revenue –  In UK 2004, the Black Hair industry was worth £60million.  South Africa in 2002 it was $90million, USA in 2008 it was $14.7billion By 2013 it is estimated to turnover $4.2trillion in the USA alone.  Black women spend 6 times more than all other races on their hair care. Yet the Black hair industry lacks professionalism, the least developed, the least understood, the least studied, the most damaged and the most uncared for.  


This is your opportunity of owning your own WORLD OF BRAIDING FRANCHISE

You will not only become a Natural hair artist and have the skill to design and be creative with all hair types; you will also be a natural Afro hair specialist – providing care, understanding and maintenance for this hair type. In addition to this, you will be trained to become a trainer to start training students in your neighborhood with our full backing and support.  You will become a World of Braiding School and start registering students for training and we will guide you through the whole process. When you buy into our knowledge, experiences and wealth of information, you directly work with us to gain hands-on knowledge, skill and everything that you will need to get you into the business of natural hair, braid designing and training. You will not deal with the complicated teething problems of starting your own natural hair business as you will become our Natural Hair Consultant Affiliate and will simply become us in your chosen location.  You are now a part of our growing business and we will bring everything we know to you – braiding skill, training, marketing, product sales, training materials sales etc.

 Welcome to World of Braiding & Extensions

World of Braiding was created in 2007 by Director Joy G Phido when she saw the huge gap caused by lack of attention given to the natural black hair when compared to other hair types and the poverty seen among hair practitioners who stands behind the clients all day with no financial incentive to show for all her efforts. She then had the clear vision – of providing professional high standards in natural hairdressing (designing and maintaining natural hair), education and customer service, whilst developing people to their full financial potential with clear business sense in natural hair industry.

MISSION: professional natural hair glamour
Bringing prosperity to hair practitioners

BUSINESS VISION: To help you prosper in the business of hair through Education, Information & Skills training.

MISSION:   To help you understand and maintain natural hair for your clients by making natural hair modern, professional and glamorous.

As a dynamic, forward thinking company, World of Braiding does its best to provide quality, creativity and professionalism in all that we do. By constantly pushing boundaries and evolving, we share our dreams with everyone who work with us and we want you to come and join us dream bigger and better. 

What do I need to join the World of Braiding Affiliate

World of Braiding is looking for business owners with or without experience.  Our franchise is open to anyone that believes they have the desire, personality, creativity, flair, passion and business common-sense to fill a classroom and salon appointment books!   Other important requirements are a great attitude and work ethic; a passion for interaction; a willingness to listen, learn and lead; and a desire to make your natural hair salon and training school the very best it can be, each and every day.
Whatever your expertise and experience, if you are a dynamic individual, World of Braiding can fully train, assist and support you to start trading as profitably and quickly as possible. 

Our Affiliate Franchise owners will need the following for us to help you through every step to realizing your dreams:

  • An investment of **£20,000.00 for first year of personal training, skills and getting you into the business.
  • Second year an investment of **£10,000.00 to become a Full Franchise owner.
  • Third year and thereafter £500 yearly administration fee.

 Support Services

The World of Braiding Operations team will provide continuous on-going support throughout the lifetime of your franchise. This includes telephone /skype monitoring contacts and bi-monthly 1-2-1 meetings at Director level.

There are a number of steps you’ll take once you decide to buy a World of Braiding franchise and our dedicated support team will work with you each step of the way. In fact, we strive to be the best in the business at providing our franchise owners support. So, from the time you sign on the dotted line to the day your very own natural hair school and salon franchise opens World of Braiding will be there to simplify opening and operating your own business.

Of course we do not stop once your school and salon is open. We will provide support and guidance as long as you are a World of Braiding franchise owner. We understand the importance of having the right training, the right tools, and the right guidance to successfully manage your business. Our team of experts will give you the confidence and peace of mind to stay focused on your dream.

World of Braiding Head Office will always provide support that covers your business dreams.

Why Join World of Braiding & Extensions

Over the last past years, World of Braiding has stood out to become the biggest name in the natural hairdressing industry. The World of Braiding formula is tried and tested and our philosophy is to deliver a personal experience.  Our franchise owners also enjoy the same standard of personalised care and support from our dedicated franchise management team. We don’t subscribe to the ‘one size fits all’ practice in anything we do; instead we take the time to understand your experience and background, and what your business ambition and goals are. We work closely with you to establish your personal wants and needs and provide you with a personalised turnkey package, which includes:

  • Lower initial investment compared to other franchises
  • Benefit of a brand with high consumer awareness
  • A complete and extensive International Braiding training package program geared to get you started in your skills knowledge at no extra cost
  • Outstanding personal assistance throughout every step of the start-up phase and beyond
  • Dedicated business support team available at all times
  • Simple business model with an easy to follow step by step guide to make you successful
  • Direct access to the ownership who are loyal and responsive to new ideas from their franchise owners
  • site selection and project management
  • technical and management training
  • effective marketing and PR tools and support
  • complete social media package
  • advise on professional product & extensions stock
  • Customer Service training
  • Business Understanding training
  • Half price on educational & training materials to your school
  • Two weeks per quarter (each 3 months) training from our Training Director /trainers to your students at a half price training fee to your school


World of Braiding franchise gives you the chance to profit from a stylish and successful school and salon of your own, with the security of our excellent support which includes among others the following – 


  • BRAND – everything we do must follow our brand philosophy.
  • CLIENTS – every week more clients work with us as we are the very best in natural hairdressing services. Our desire is to serve more; our obsession is to do it better than anyone else and we will be teaching you this.
  • SUPPORT – we pride ourselves in the support that we offer which you will also gain from.  


Our collective desire to become a global force in natural hairdressing requires a shared passion from all our team and we need to work with exceptional individuals like you who is determined to succeed, smitten by creativity and passionate about people.


Joy Phido believes that in order to have a successful ‘creative’ business, its foundations need to be firmly set in a robust and ‘commercially viable’ business plan. To be good at your fingertips and creatively designing with your comb is simply not enough with business.  This is why most black hair businesses do not survive as they are only seen as hobbies.  This is what World of Braiding will change for you by supporting and guiding you on all your business aspects in our partnership salon & training school and we will be sure that you stay on your Business focus. 

The Business Focus

Franchise tracking and business development
Marketing, Internet marketing and social media, operations, customer service and HR
Ongoing monitoring and support of your business, etc etc.
…all of these support our proven Business concept


For more details on our Affiliate Franchise offer, please contact us:

+44 1702 339 858

**This unique Franchise offer ends 31/12/15 and this investment price is for UK and Europe affiliates only**  For international offers, contact us.







New year, New you………. 

With the challenging work economy, it is now time we look inwards and create our own jobs/ businesses.

Join hundreds of women who are doing just this and attend this one day business information and practical skills day.

In addition to offering you a FREE HAIR BRAIDING DEMONSTRATION workshop, we have teamed up with successful leading Women entrepreneurs in various business sectors who have willingly volunteered to speak, demonstrate and advise you in their chosen area of expertise.

This is a unique opportunity for you to gain education, get information and be guided in making informed decisions while making investment choices in business.

Come and be inspired and empowered to take the leap to employ yourself, add more lines to your existing business, gain skills you never knew you had, or find the business that is right for you.

We believe “knowledge is power” and we want you to be well informed to make your choices in life.

Presentations will range from successful experts from a diverse field including:

HAIR BEAUTY INDUSTRY  – demonstrations and presentation.

•           GENERAL BEAUTY AND SKIN CARE – products & presentations etc

•           MAKE UP AND ANTI-AGEING THERAPY – demonstrations & presentations

•           HEALTH, WEALTH AND WELLNESS – demonstrations, products & presentations


•           FASHION


•           Free products samples

•           Networking opportunity with other delegates

•           Tea, coffee and snacks etc



  • Mothers – to save money braiding your children’s hair.
  • Unemployed – to make money and gain a skill to start your business.
  • Salon owner / hairdressing students, beauty students – to add more to your skill & knowledge.



  • A demonstration of various skills including hair braiding
  • General information on how to prosper in the Hair industry.
  • Starting your Business with planning, marketing; client care etc
  • Meet other Beauty, Business and personal Development experts to broaden your life.

Date:  February 22, 2011

Call to REGISTER & confirm availability.

Spaces are based on first come first served basis.


Tel:  0208 983 9815,  07932 695 305,  07946 439057


Please send us your comments, information, ideas and any help we can offer.

Temple Hair

Temple Hair also Known as Indian Remy is some of the most sought after hair. As is implied, it is from India and is referred to as temple hair because it comes from donor young men and women who shave off their hair as part of their Hindu religion. In its natural state  it only comes in two colors. –dark brown and black,#1,#1b,#2 and on rare occasions, #4. Needless to say you will be hard pressed to find natural #613. However, like virgin hair, it can be dyed after it has been attached to your hair. 

One of several ways your weave technician can apply your Indian Remy (as well as  Brazilian ) is by Micro bonding. This technique  will achieve  the most natural looking finish.  As the strands of the Indian  hair are  attached to your own hair as close as possible to the roots, it tumbles out like your own natural hair. 

Applied properly, your new hair should last for up to 3 months. Great to take on holidays as you can do almost everything you can to it as you would with your natural hair. Go swimming. Wash it. Set it. Dye it to any colour of your choice.

Best of all you can have your weave technician take it out for you to keep and re-use while you give your natural hair a breather.

Send in your comments or call us for further information


Today we received a call from a customer none too sure what exactly “Remy Hair” is. Well…here are the not so bald tips to look out for when considering a Remy Piece!!

Remy hair is not always virgin hair (the term virgin signifies that the hair has not been colored or permed); once virgin hair has been colored or chemically processed in any way short of removing the cuticle, it is referred to as remy. Remy hair can be categorized in the ‘premium’ segment, as far as hair quality is concerned. Remy hair has its cuticle intact, and running in the same direction “unidirectional cuticle” to prevent tangling. The cuticle protect the hair from damage and gives the hair its natural look.

For commercial purposes, remy hair is categorized into two types:

Remy Hair Single Drawn 
the hair is taken out directly from the scalp by shaving the donor head. Care is taken to remove the very short hair, with the longer hair, found in different hair length, giving a ponytail-like appearance.
Remy Hair Double Drawn 
the hair is the finest quality with the same wave length in a piece. The hairs are arranged with equal lengths. There will not be any short hair in a piece.

Three qualities have been designated:

  • Quality A: (the Caviar of hair pieces) an expensive type of weft hair made up of Brazilian (also Russian and Indian) virgin remy hair. This type is unidirectional and characterized by double drawn hair, where the whole weave is made up of hairs of the same length.
  • Quality B: made up of special double drawn hair, virgin remy hair, and is unidirectional. The length of hairs though may vary by up to 1-2 inches.
  • Quality C: the final quality of weft hair. The cuticles are intact and are unidirectional. The entire weave contains hairs of different length

The choice depends on how deep your pocket is.  From the view-point of your Weave Technician or Braids Consultant, expect to be charged a sliding scale, sometimes as much as 20% more if you opt to wear the Quality A Brazilian but then nobody said such luxury comes cheap.

Please call  or drop us a comment for further advice or to order discounted Virgin Brazilian, Wefts or bulk, single or Double drawn.


We have launched our  sister company website. Check out As part of our long-term corporate growth strategy, we are streamlining the training side of our business. World of Braiding Academy will deliver our HABIA accredited courses as well as offer  limited e-commerce capabilities. Products on the World of Braiding Academy site are geared to complimenting the learning experience of our students. Hence you will find instructional DVDs, full training kit, e-books on hair braiding, synthetic hairpiece etc. as some of an expanding line of products within the site.

World of Braiding & extensions Limited will continue to offer our usual high standards of workshop and courses, running along side the Academy’s.

Please visit our new site and leave your feed back here on our. We will be giving away free gifts for the best feed back!!!

Trained Student Testimonial videos

Completed training new students – International Course, Foundation Course, Weaving Course.


FREE 1 Day Demonstration Workshop (worth £199)

“Make money with Professional Hair Braiding Business”

  • New to hair braiding and never braided before?
  • Tired of begging your sister and friends to braid your children’s hair?
  • Unemployed and need a skill to start your own business?
  • Own a salon but don’t know what is going on in your salon? 


Make a date with us on this One day FREE demonstration Workshop


  • Mothers – to save money braiding your children’s hair.
  • Unemployed – to gain a skill and start your braiding business.
  • Salon owner / hairdressing students – to add more to your skill & knowledge.



  • A demonstration of the skill of hair braiding – single plaits, cornrows and add extensions.
  • Information on hair extensions & hair products to grow and maintain healthy hair
  • Knowledge of the different hair braiding & extensions hair styles.
  • Business marketing; client consultation & care etc etc.

Call to confirm availability and training dates.

Spaces are based on first come first served basis.

World of Braiding & Extensions Ltd
Unit C
219 – 221 Bow Road
E3 2SJ

Tel: 0845 050 9723. Tel/fax: 020 8983 9815
Mob: 07932 695 305

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