A Beauty Supply Store You Can’t Miss in a Beautiful Place:
‘The Beauty Box’ Discovered in the Beautiful Virgin Islands
The British Virgin Islands, nestled amidst the turquoise waves of the Caribbean, offer a picturesque landscape and a rich diversity of cultures. Approximately 76% of the population here are of African descent. Although distinguished from the neighboring U.S. Virgin Islands by the “British” prefix, the islands use the U.S. dollar and have English as an official language, offering travelers a familiar and convenient environment. Among the sights on the islands, one location stands out: a beauty supply store called The Beauty Box. A quick glance into the small space reveals it’s thoughtfully stocked with a variety of beauty products commonly found on the U.S. mainland. Curious about how this store operates and the products it carries, so far from the mainland, I decided to visit and meet the owner, Tzharia Hodge, to learn more about the story behind The Beauty Box.
Q: Could you introduce yourself?
The president, Tzharia Hodge, in store uniform.
Hello! My name is Tzharia Hodge, 27 years old, and I run The Beauty Box. I recently completed my master’s degree in healthcare administration and currently work as an executive assistant and office manager at a local hospital.
Q: You’re managing both your store and a hospital administration role?
Yes! I truly love the healthcare field, so I enjoy the administrative work as well. It feels like I’m achieving my dream, so it doesn’t feel overwhelming. The beauty supply store holds a special place in my heart. It’s more of a hobby and something that brings me joy.
Q: What inspired you to start a beauty supply store?
The president, Tzharia Hodge, arranges the products one by one, ensuring the logo is clearly visible. The products are so neatly organized that it’s hard to find any that are out of place.
Many of the existing beauty products stores here felt small and overcrowded. I envisioned something more spacious and organized, like the beauty supply stores you often see on the U.S. mainland. I wanted to create that kind of environment for the local community.
Q: Are you originally from the U.S.?
No, I was born and raised here. I spent some time in Canada for university, but I returned home when the COVID-19 pandemic started. I wanted to find something fun to do alongside my main job, and since I’ve always been interested in beauty like lashes and hair care, so it naturally led me to start the beauty supply store. This business is a perfect match for my passions.
Q: Trends in beauty change so quickly. How do you keep up with them?
I frequently use platforms like TikTok. Customers often want to try trends they’ve seen online. Of course, everyone’s hair texture and environment may differ, but I think the urge to experiment is something everyone shares. So, I try to balance trending products with practical items that actually meet customers’ needs.
And, I keep up with the latest launching from every brand, and I’m really passionate about all aspects of beauty: hair, skin, makeup. I make it a point to thoroughly understand the pros and cons of each brand, so when customers come to ask about products, I can give them honest advice. I’m always researching to stay informed for that. For example, if someone asks, “Do you have shampoo?” I’ll ask follow-up questions like, “What type of hair do you have? Is it dry? Breaking?” I make sure to recommend products that fit their needs. To do this well, I’m always researching and studying products, so it’s become second nature to me.
The interior of the store, which is well-stocked with braids, chemicals, makeup, and accessories.
Q: I noticed you carry many items commonly found on the mainland. How do you source non-trendy, everyday products?
I research extensively through various channels to select products. Since I have natural hair myself, I know which products are essential. I also work with a salesman based in Miami who sends me new product options every month. I choose from those offerings, along with items trending on social media or requested by customers. Sometimes, I expand the selection within popular brands.
Q: Do you pay a commission to the salesman?
No, the salesman is part of an organization. I pay the organization for the products, and they ship them to a freight company in Miami. From there, I cover import duties and shipping costs, and then the products are delivered to my store.
Q: Logistics must be challenging.
They definitely are (laughs). That’s why I try to order from suppliers closer to the Caribbean instead of farther locations like Los Angeles or the UK. Shipping from distant places takes a lot of time and costs significantly more.
Q: Do customers complain about prices, comparing them to cheaper options they see online?
That does happen occasionally, but most customers understand that the prices they see online aren’t the same as what’s available locally, and they’re accustomed to it. People here are well aware of import duties and logistics costs. For example, if a product costs $10 on Amazon but $15 in the store, most are okay with that.
Q: I noticed you don’t carry wigs commonly found in beauty supply stores.
The store has only been open for a few months, so we haven’t been able to stock everything yet. For now, we only have a few synthetic wigs. If customer demand increases, I plan to learn more about wigs and expand our selection.
The front view of The Beauty Box store.
Q: Finally, what do you consider most important aspect of communicating with customers?
A: I think the most important thing is providing the products customers want. I make every effort to stock items they request or recommend. I believe that listening to their feedback and acting on it is key to growing the store.
