Entrepreneur’s Personal Hair Loss Experience Leads to Wig Shop

by Alex Kilpatrick

Allyson Toone lost her hair after developing leukemia at age 19 and going through several treatments, including a bone marrow transplant. Even after beating cancer, her hair never grew all the way back.

“It was a challenging time,” Toone recalled her illness in an interview with the Billings Gazette. “And losing my hair was one of the challenges.”

Her own experience with wigs and hair pieces inspired Toone to open a shop, the Mountain West Hair Pieces and Wig Boutique in Billings, catering to other women struggling with hair loss with her partner Cheryl Majerus.

“This business is not just a retail shop, but a personal business with an approach to meet the needs to the women we help so they can have their dignity,” Toone told the Gazette.

Nature of the business

“Hair enhancements that include partial hair pieces and clip-in toppers that add volume and thickness,” Toone told the Gazette. “In addition, we have a variety of synthetic and human hair wigs for people dealing with thinning hair or full hair loss.”

Why start this business?

“I’m so blessed to be a survivor, but never did regain my full head of hair,” Toone explained to the Gazette. “I have worn some type of hair enhancement for years. At the time, there were not very many good options.

“In recent years, there have been wonderful developments in the hairpiece and wig industry. The options are so natural and give terrific options for women going through the loss of hair or those who were born with hair that is less than satisfactory. You can see, with this background, why this business is my passion and why our customers are more than just a job for us. We care about their well-being and love to see them walk out feeling confident and happy with how they look and feel.”

Where did startup funding come from?

“I saved cash over time with a dream in mind,” Toone responded to the Gazette. “It was easier to save money having a business plan and knowing exactly what I wanted to do. The rest of it was waiting for the right time, location and opportunity.”

How long have you been in business?

“The location and boutique at The Beauty Outlet has been in business for two years,” Toone told the Gazette. “It is a good related business to be located with because it is tailored to the wants and needs of women. It is a nice marriage of services.”

Your biggest challenge?

“It’s a challenge in advertising to convey what sets your business apart,” Toone explained to the Gazette. “Patience while you grow is also part of the challenge and the only way is to hang on and get through it.”

What was done to overcome those challenges?

“It has been very helpful to get out in the community and network with other business people, and specific professionals that associate with women who will have need for our services, such as hospitals, career centers and beauty-related businesses,” Toone replied to the Gazette.

What is being done to expand the business?

“We are doing some advertising and networking with other related businesses,” Toone told the Gazette. “We are also hoping that great service will help us grow. Customers are walking out happy. Their opinions spreading through word-of-mouth is very important.”

Your best business decisions?

“Finding a great partner who shared my vision, a great location and putting the time in to have a business model that fits customer needs and fits my life circumstances,” Toone responded to the Gazette.

Your worst business mistake?

“As we have grown, we realize there are organizational things in place now that would have been nice to have at the beginning,” Toone explained to the Gazette. “I’m sure as we grow we will look back and see that many things came along with a learning curve.”

What advice do you have for someone running a business?

“To know the customers come first, be available for them and do something you love and have passion for,” Toone told the Gazette. “One of the questions at the beginning of this article was, ‘Why did you start this business?’ That is an important question to ask yourself. You have got to have a ‘why’ you are doing something that is a little more than just the paycheck. If you’re going to start a business and you don’t like what you do, you will not be as motivated to ride out the waves that come with growing that business.”

What’s your five-year plan for the business?

“To grow regionally to be known as a great option for women dealing with the hard realities of hair loss and to be a place of education for them to learn their options,” Toone replied to the Gazette. “Additionally, we would like to grow our online presence both in a tutorial format and commerce.”

A question you would ask other entrepreneurs?

“How do you advertise for less and how do you get the word out to let people know how to find you?” Toone told the Gazette.

If you weren’t doing what you are now, what would be your dream job?

“Other than raising my family, helping women in any way is my passion, but especially through this process because I have been where they are,” Toone responded to the Gazette. “I love social and uplifting forums of any kind, so other areas of work could be exercise instruction or motivational speaking.”

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