Iles Components Folks with Dafina Smith, the Founding father of Covet and Mane

Dafina is an alumni of Georgetown College and has attended each USC Regulation College and the College of Cape City. Whereas at Georgetown College she was enormously influenced by the Jesuit emphasis on social justice and group service. She has been actively concerned with volunteerism together with Americorps and a Youth Board Member of Elizabeth Glaser Pediatric AIDS Basis.

After graduating from Georgetown she started a profession in Gross sales & Branding. As a former Purchaser at Bloomingdales within the Males’s Vogue Dept she was answerable for buying & cultivating manufacturers similar to Fred Perry, Sean John and G-Star.

Leveraging her background in Superstar Clientele in Occasion Administration & Gross sales, she labored with the administration workforce for Outkast, a rap duo from Atlanta, movie & tv tasks together with Class of 3000 on Cartoon Community & Idlewild on HBO. With a stable rolodex of movie star enterprise managers & attorneys, she transitioned to actual property gross sales with Sotheby’s Worldwide Realty closing offers for shoppers similar to Beyonce, John Mayer and Nick Cannon.

She continued her profession in catering to high-end gross sales & celebrities when she opened the flagship location of Sunny’s Hair & Wigs, a family-owned & operated boutique in Atlanta in 2007.


Beneath her steerage, the model turned a fixture of the Atlanta magnificence group and was featured on reveals together with The Actual Housewives of Atlanta, The Braxtons, Love & Hip Hop and What Chilli Desires. The model developed partnerships with Movie & TV Productions together with Flight, The Quick & The Livid, The Starvation Video games, Being Mary Jane, Teen Wolf and The Recreation.

In 2019 Smith launched a brand new enterprise centered on innovating the hand-tied hair extension market. Covet & Mane has develop into the business pioneer empowering high Salons and Stylists to remodel their incomes potential by leveraging the facility of premier hand-tied extensions.

WWD declared, “Covet & Mane’s professionally utilized hand-tied hair extensions have already discovered a cult viewers.” Smith is a daily contributor to blogs, magazines and tv reveals as a Magnificence and E-Commerce and Small Enterprise Professional. She is also concerned with Goldman Sachs and Tory Burch Basis 10,000 Small Companies Program.

She lives in Montclair, NJ along with her twin sons and husband Ryan Smith an ESPN Host of Sportscenter and Outdoors the Strains. She’s a voracious reader of historic fiction and has an insatiable want for Worldwide journey & avenue meals.


Iles Formula People with Dafina Smith, the Founder of Covet and Mane by Iles Formula

IF: What impressed you to create Covert and Mane?

I wished to convey my expertise as a Purchaser in Vogue to the wonder world. I noticed quite a lot of issues with the present distribution mannequin and I felt that it was time to reimagine what the expertise. Hair extensions will not be taught in cosmetology faculty and it leaves quite a lot of practitioners to self-certify however not all certifications are equal. By making a model that’s by Invitation Solely we’re in a position to curate and elevate the model expertise for the shoppers as a result of they know that we now have completely vetted those that have entry and might revoke entry to those that don’t adhere to model requirements. It additionally permits us to have tighter management of our provide chain administration and forecasting which is one thing that was at all times important as a Purchaser.

IF: What’s probably the most gratifying a part of your job?

I really like participating and interacting with The Covet Collective. Proper now we’ve needed to migrate to digital connections however any time that we’re in a position to join and have interaction with the artists who use our hair I really really feel aligned with my goal.

IF: What’s your relationship together with your hair?

Radical acceptance after 20 odd years of resistance. I’ve tight curls and about 20 years in the past I ended chemically enjoyable my hair. I spend the following decade on a journey to seek out the proper routine and merchandise that would alter my curl sample to one thing that didn’t exist. I’ve made peace with my sample, the precise size my hair grows to and it’s density and moved on.

IF: Your favourite vacation spot?

Southern California. There’s not a spot on earth that I really feel extra aligned with vibrationally. I really like your entire Southern area but when I needed to choose one place it might be in West Hollywood significantly on Melrose Place.

IF: Greatest style inspiration decade?

I grew up within the 90’s and nonetheless love your entire decade from the grunge to the schoolgirl stylish types in Clueless. A choker, thigh highs, mary janes, flannel, and recycled Levi’s will at all times be my favourite.

IF: For those who have been to deal with your self what would it not be?   

In these loopy instances, I’d deal with myself to a live-in hairstylist who may additionally tutor my kids in phonics, math, and science. However I feel dwelling in Quarantine for a month is taking its toll.

IF: Your final ceremonial dinner company?

Naomi Campbell, Fareed Zakaria, Dolly Parton, My Father Errol Ennis

IF: How did you hear about Iles Components?

Most of our high Covet Collective Stylists swear by the merchandise and scream it’s praised on Instagram

IF: Do you learn instructions to be used?

Each single phrase. For some time, I was a copywriter for Kiehl’s. I really like the evocative language and thought that goes right into a product packaging for magnificence manufacturers. I may spend hours in a magnificence provide merely studying the components, directions, and outline.

IF: Do you learn the composition of a product?

Sure each single ingredient

IF: Your favourite Iles Components product?

The Serums. Interval finish of Story.

IF: Your favourite bathe dance?


IF: For those who have been to share one magnificence tip with us as we speak, what would it not be?

Radically Settle for the issues after which study to intensify it. I feel the world wants extra originals as we speak, Social Media and elevated entry to surgical procedure and fillers have made many people look precisely the identical. I feel there’s something hanging about somebody when you’ll be able to’t recall seeing 29 different variations of that particular person.

IF: What’s being a girl in 2020?

To be a girl in 2020 is to play massive. To totally personal and the area we’ve been denied for generations. It additionally means after getting totally occupied your area that you just attain again to assist extra ladies to play even larger than you may have imagined.

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