Listen to the full interview on the Rapid City Business Journal Podcast

RAPID CITY, SD — When Dayna Spencer talks about hair, it’s never just about the hair. It’s apparent from the start that her passion is the confidence, trust and inclusion she brings when clients sit in her chair.

Spencer, the owner of Curls N’ Coils, opened her new salon in Rapid City immediately after graduating from cosmetology school in January. There, she specializes in curly and textured hair with a welcoming space for everyone regardless of their haircare needs. 

The Road to Self-Employment 

Spencer said her journey to cosmetology was shaped by years of working what she described as “career jobs” that ultimately left her unfulfilled.

“I absolutely hated it,” she said. “I was like, I cannot do this. I am wasting my time for someone who at the end of day doesn’t care for me.”

As a first-time mother, Spencer said the decision also became deeply personal.

“I never wanted to be the parent that comes home and the kids are like, ‘Oh, here comes mom,’” she said. “I want to show them that you can have the job you like and have a positive relationship with your job.”

Spencer quit her full-time job and pursued a 1,500-hour cosmetology program, which she completed in just under a year and graduated from on time. 

While the transition from full-time employee to student was “jarring in a way,” Spencer doubled down on her dream and managed to balance her new life with determination, saying, “If I’m going to do it, I’m going to do it.”

But Spencer is quick to point out that licensure is only the beginning.

After cosmetology school, “You can’t stop learning,” she said. “If you leave school knowing just the basics, you won’t feel prepared.”

The Focus on Curly and Textured Hair

Regarding her focus on textured haircare, Spencer explained, “I have two younger sisters that have similar hair types to me, and in our community, in the Black community, there can be a lot of stigmatization towards our hair types. And I kind of just wanted to flip the switch on that. I wanted to make a stance of: when you walk into a salon with a certain hair type, you don’t have to ask, ‘Do you work with my hair type?’” 

To Spencer, a gap in curly haircare education, “is something that is happening in Rapid, where there is a population of people with curly hair, because curly hair doesn’t come with race. Anyone can have curly hair. And if you have to walk into a salon to ask if someone can do their hair and you’re turned away, it’s almost like, why?”

Her goal is to eliminate this imbalance by creating a space where curly hair isn’t treated as an exception and is celebrated and appropriately cared for.

Often, she said, the issue isn’t malice but a lack of education.

To do this, Spencer has committed herself to education that goes beyond her cosmetology training. “I have dedicated so many hours outside of school and even before school to learning how to do curly hair,” Spencer said. 

With that, she intends to keep pursuing further education and encourages others to follow suit. “One thing I can say is that you can’t stop learning.”

Curls N’ Coils in the Future 

In the short term, Spencer is focused on serving her growing client base and continuing her education, including pursuing training as a trichologist. 

Currently, Spencer offers haircuts, coloring, styling, braiding and bond-repair treatments for all hair types, with a strong emphasis on hair health.

“My goal is to get the hair that you want while keeping the integrity of your hair,” she said. “I’m very big on hair growth.”

Spencer also prioritizes education, both in the salon and online, sharing practical haircare tips for clients to use at home. 

“I understand not everyone can afford to go to the salon,” she said. “I want people to have the healthiest hair they can, even outside of my chair.”

Longer term, she envisions opening a larger salon with more staff. Above all else, the focus will remain on curly hair education, collaboration and inclusion. 

“This doesn’t just stop at me,” Spencer said. “It has to be a continued thing.”

Curls N’ Coils is located at 1624 E. St. Patrick St., Suite 107 in Rapid City. Appointments and updates can be found through Spencer’s social media platforms with the handle @Dayna_Faie.