Atira Lyons, 20, has opened the first-ever luxury durag store on the famous Melrose Avenue in Los Angeles, despite the impact of COVID-19 on black businesses. The Southern California-born has been documenting her journey on social media since the beginning of the year.
This is a huge success for Lyons because records available at the New York Fed on nationally representative data on small businesses indicate that the number of active business owners fell by 22% from February to April 2020.
In March she tweeted, “I HAVE A STORE ON MELROSE AVE IN LOS ANGELES!!!!!!! My 20-year-old a** got a f*cking store on MELROSE!!! I can’t believe I did it. Unreal. Thank you EVERYONE for your support and business.”
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I HAVE A STORE ON MELROSE AVE IN LOS ANGELES!!!!!!! My 20 year old ass got a fucking store on MELROSE!!!!!!! Grand opening in a month in a half. I can’t believe I did it. Unreal. Thank you EVERYONE for your support and business!!! pic.twitter.com/JNZ2NowYQ4— Atira Lyons (@atiralyons) March 8, 2020
According to Lyons, who recently announced the grand opening, her business has been in the works for more than a year. She said she puts up her own money to fund her dream. “I did this with my money. No loans.”
Her range of durags are offered in multiple colours and designs. They are also available in silk and velvet.
The first ever durag store and I put it on Melrose. Wait til you see the furniture I designed for the store. Opening soon!!!!!! pic.twitter.com/KJECp5O0N2— Atira Lyons (@atiralyons) August 10, 2020
Lyons revealed she has more doing than just luxury durags. “Just is what we are known for. I’m an all-around designer. My first clothing collection coming soon and later after that my first furniture pieces. So even if you don’t like durags, I’m working on more products”.