A journalism and storytelling enthusiast in the technology industry is unheard of. In a bustling city where hair braiding is a cultural staple, Natachi Onwuamaegbu saw an opportunity. What began as a storytelling project soon evolved into a unique platform that connects braiders with clients, offering not just convenience, but economic empowerment.
The Genesis of a revolutionary idea
Natachi’s journey with Braiding Nairobi did not start in a boardroom or with a pitch to potential investors; it started with passion for storytelling. While conducting research, she interviewed hair braiders, capturing their experiences and publishing their profiles on her website and a blog she ran with the National Geographic. What happened next was unexpected—after their stories were published, more than half of the braiders she featured recorded an increase in customers.
“I didn’t know that was going to happen,” she recalls. “That helped me realize the power of storytelling when it comes to business—when it comes to changing people’s lives.”
What began as a writing project soon uncovered a deeper challenge—braiders in Nairobi lacked visibility and a streamlined way to connect with clients. During the COVID-19 pandemic, Natachi noticed that many braiders were struggling to get customers. Curious about whether an app existed to bridge this gap, she discovered there was none specifically dedicated to helping braiders reach clients from the comfort of their homes. This realization led to the birth of Braiding Nairobi.
Building a business from a story
Unlike most tech driven startups, Natachi’s foundation wasn’t in coding or finance; it was in narrative. “Make the backbone of your company your own strength,” she says. “If I were a talented coder, maybe the app would be cutting-edge. But storytelling is my strength, and that is what sets us apart.”
Braiding Nairobi took shape not just as a digital booking platform, but as a movement. A movement that gave braiders a voice, validated their work, and increased their earnings. Through Instagram posts, website features and the app design, the emphasis on storytelling remained at the core.
However, building the business came with challenges. While she had experience in journalism, she needed to learn about business structures, fundraising, and long term sustainability. Her next step? Business school, where she aims to sharpen her entrepreneurial skills.
Another challenge she faced after the app’s launch in May 2024 was the presence of multiple bugs. At times, the app wouldn’t function properly for Android users, while it worked for iPhone users, creating inconsistencies. This put immense pressure on her as she found herself at the centre of these technical issues. However, she proudly shares that since its launch, significant improvements have been made, and the app now runs much smoother compared to last year.
A social entrepreneur at heart
Natachi describes herself as a social entrepreneur. She is not hell bent on making money. “All of my work has always been about impact,” she explains. Even during her time at The Washington Post, her focus was telling the stories of black people, creating space for narratives often overlooked in the mainstream media.
Braiding Nairobi is more than a service; it’s an economic lifeline for Nairobi’ braiders, many of whom are women supporting families. The platform makes beauty more accessible while ensuring braiders get fair pay and reliable work. Currently, sixteen salons are active on the app, indirectly employing around one hundred women. But demand is growing, with thirty more salons on waitlist.
The verification process is stringent—braiders must upload their national identification cards, prove their work is authentic, and sometimes undergo in-person visits. “Anyone can join our waitlist, but you have the best chance of getting in if you follow instructions and stay engaged,” she says.
Tech for the people
One of the biggest misconceptions in the tech industry is that it primarily benefits the elite. Natachi believes otherwise. “ Technology has transformed industries, provided economic empowerment, and created new avenues for growth,” she says.
With artificial intelligence ( AI) integration on the horizon, the platform aims to make the experience even more seamless. Features like language translation for the chat support and AI-driven onboarding will help braiders, many of whom are not tech-savy, navigate the app with ease.
“The best way to use tech is to democratize it,” she says. “It shouldn’t just be for those at the top; it should work for the people who need it most.”
What is next for Braiding Nairobi?
“ I am keen on growing this business,” notes Natasha. “ My goal is to expand beyond hair braiding to include services like nails, massages and eyebrow threading; skills many braiders already possess,” she adds. The long term vision? Braiding Lagos. Braiding Cape Town. Braiding Johannesburg.
But first, Natachi seeks to refine the already existing model. “I feel like I have so much to learn before we get there,” she admits. She is optimistic that joining a business school will provide tools to scale responsibly, ensuring the platform grows without losing its core mission.
Despite facing challenges, she remains confident in what sets Braiding Nairobi apart: its human centered approach. “Other companies are about disrupting the industry or creating groundbreaking tech. This isn’t groundbreaking tech. What makes us different is that we are telling stories and improving economic outcomes.”
A Day in the Life of Natachi
Natachi starts her day at 7:30 am, heading to the gym or for a run to stay active. Afterward, she showers and hydrates, taking a moment to ease into the day. By 11:00 am, she is deep into Braiding Nairobi—whether it’s designing Instagram posts, scheduling meetings with her developer and operations lead, or strategizing improvements for the platform. She dedicates a few hours to managing and expanding the business before transitioning to her part-time job in the U.S., which means working late into the evening. During the days with meetings, her schedule stretches from 4:00 pm to 10:30 pm, but on more flexible days, she devotes extra time to Braiding Nairobi. Recognizing her demanding schedule, she allows herself to start the day later since she often works late into the night.
Hobbies and interests
- Running and fitness – Recently completed the Kilimanjaro Half Marathon
- Traveling – Always eager for new experiences
- Reading – Active in multiple book clubs
- Writing – Working on a novel, writing at least once a week
- Netball – Teaching herself how to play the game
- Journaling and scrapbooking – Collects mementos from her travels and pastes them into notebooks
Spending time with friends – A key part of her personal life
