Disrupting Disparity: Dianne Austin’s Journey to Inclusivity in Wig Making

By ICIC | July 15, 2024

Dianne Austin’s story is one of resilience, determination, and a passion for inclusivity. Diagnosed with breast cancer in 2015, Dianne’s journey through chemotherapy led her to a profound realization: there was a severe lack of culturally sensitive wigs available for people of color. This realization became the catalyst for her to start her own business, Coils to Locs, aimed at filling this significant gap.

A Personal Struggle Turned Mission

After losing her hair within just two weeks of starting chemotherapy, Dianne faced the additional challenge of finding a wig that resembled her natural curly, black hair. She began her search by contacting numerous hospitals in Boston. The shops in the hospital offered individual rooms for trying on wigs and accepted the voucher given to her by her doctor. However, she exhausted those options only to find that culturally appropriate wigs were virtually non-existent. Dianne then moved on to beauty supply stores. The few that did carry such wigs often required customers to try them on in the middle of the store, a process that lacked privacy and dignity.

From Concept to Creation

Determined to make a change, Dianne decided to bootstrap her own business. In 2019, she became a certified wig maker and launched her company, partnering initially with three hospitals in Boston. Her goal was to provide wigs that looked and felt like real hair, a stark contrast to the synthetic options hospitals typically offered. Today, Dianne’s business collaborates with 22 hospitals, providing realistic wigs that help individuals maintain their identity and self-esteem during challenging times.

Beyond Cancer: Expanding the Reach

Dianne’s mission extends beyond cancer patients. Recognizing that hair loss can result from various conditions, she is developing new wig lines to cater to a broader audience. Her business model includes direct-to-consumer (B2C) sales as well as business-to-business (B2B) transactions with hospitals, ensuring a wide reach for her products.

Building a Supportive Network

Dianne’s journey has been bolstered by her strong relationship with the ICIC. She credits ICIC, and specifically CEO Steve Grossman and Director of the ICCC program Diego Portillo Mazal, for their unwavering support and advocacy. Dianne attended the ICCC program in 2020 as well as an ICCC Atlanta program specifically designed for healthcare businesses. Through ICIC, Dianne gained access to valuable resources, including an 8-month coaching program from Pacific Community Ventures, which significantly advanced her business.

More Than Just Wigs: A Message of Inclusivity and Empowerment

Dianne Austin is not just selling wigs; she is promoting a message of self-expression, individuality, and inclusivity. By educating oncologists, patient advocates, and boutiques, she emphasizes the importance of looking and feeling like oneself, even during illness. Her work breaks down barriers, fosters inclusivity, and ensures that everyone has the opportunity to feel confident and dignified.