Tralice Lewis, Celebrity Wig Specialist & Founder of Callie’s Custom Hat Wigs, Redefines Hair Loss Support with Empowerment and Inclusion

Please share a brief introduction about yourself and your business

I’m Tralice Lewis, CEO of Callie’s Custom Hat Wigs and a Celebrity Wig Specialist, dedicated to restoring confidence and self-expression for individuals experiencing hair loss. Inspired by my late mother, Callie Lewis, a devoted hospice nurse, I turned my passion into purpose by creating a safe, inclusive space where wigs are more than just hair—they’re a source of empowerment.

As the only Black-owned wig store in the Pacific Northwest, Callie’s Custom Hat Wigs is committed to serving BIPOC and LGBTQ+ communities, ensuring that "Wigs See No Color." We specialize in high-quality, stylish, and accessible wig solutions, offering private consultations, wig essentials classes, and personalized styling guidance. Our work extends beyond beauty—we educate, advocate, and uplift those facing medical hair loss, including individuals battling cancer, alopecia, and other conditions.

I have had the honor of working with several celebrities and high-profile collaborations, including Tabitha Brown, Nic Few, Queen Detroit Diamond, and comedian Luenell. These collaborations have helped amplify our mission, showing that wigs are for everyone and can be a powerful tool of self-expression.

In addition to running my business, I proudly serve on the Board of Directors for Breast Friends, an organization supporting women navigating cancer. Through this role, I help bring awareness and resources to underserved communities, ensuring no one faces their journey alone. I also speak on panels, sharing my journey, expertise, and passion for empowering others.

Join us in spreading confidence, love, and empowerment! Follow our journey on Instagram: @CalliesCustomHatWigs.

Who are your customers?

My customers are individuals from all walks of life, including those experiencing hair loss due to medical conditions like cancer, alopecia, and other health-related challenges, as well as those simply looking for a convenient and stylish wig solution. They come from diverse backgrounds, including BIPOC, LGBTQ+, and other marginalized communities, all seeking empowerment, confidence, and self-expression.

I serve people of all genders, ages, and ethnicities, focusing on creating a safe space where everyone feels welcomed, understood, and valued. My clients range from individuals facing hair loss to those looking for fashion-forward wig styles that reflect their personality and needs.

Through private consultations and educational classes on wig essentials, I empower my customers with knowledge about choosing the right wig, caring for it, and how to style it for their daily lives. I aim to restore not just their hair, but their confidence, helping them feel seen, accepted, and beautiful.

What was your background prior to starting your own business?

Before starting Callie’s Custom Hat Wigs, I worked in healthcare for over 15 years, primarily as a medical assistant and CNA. This experience gave me a deep understanding of the importance of patient care and compassion, especially in times of vulnerability. I had the privilege of seeing firsthand how the confidence boost from something as simple as a new look could change a person’s spirit.

My background in healthcare has heavily influenced the way I approach my business. I understand the emotional and psychological impacts of hair loss, and I’ve always been driven to help others regain their confidence, dignity, and self-worth, much like my mother, Callie, did as a hospice nurse. Her legacy of care and compassion is what inspired me to establish Callie’s Custom Hat Wigs.

Additionally, I’ve always been involved in community outreach and have collaborated with various organizations. These experiences have helped me build a strong foundation for running a business while prioritizing the needs of my community.

What made you take the leap to start your own business?

The decision to start my own business was driven by a deep desire to honor my mother’s legacy and fill a gap I saw in the community. My mother, Callie Lewis, was a hospice nurse who made an incredible impact on her patients by offering them care, compassion, and dignity, especially when they needed it the most. I wanted to create a business that could do the same—helping people feel confident, beautiful, and empowered, particularly those dealing with hair loss due to medical conditions.

As I worked in healthcare, I saw firsthand the emotional toll that hair loss can take on individuals. Whether it’s from cancer, alopecia, or other medical conditions, the loss of hair can affect someone’s sense of identity. I realized there wasn’t a place in the Pacific Northwest that specifically catered to this need with a focus on personal care, inclusion, and representation. So, I took a leap of faith and decided to open Callie’s Custom Hat Wigs.

Starting the business was both a personal mission and a professional calling. I wanted to provide not only a product but also a service that empowers and educates individuals. My background in healthcare, paired with my passion for helping others, made me believe that I could offer something truly unique—where beauty and self-expression are celebrated, and people feel safe, seen, and supported.

Starting my business wasn’t easy, and as a Black woman, I faced many barriers. My store, Callie’s Custom Hat Wigs, has even been targeted, and securing wig accounts has often been a struggle due to the biases and challenges I face. But despite the hurdles, I remained determined to build something that would empower people, especially those in underserved communities.

Did you always know you wanted to be an entrepreneur?

No, I didn’t always know I wanted to be an entrepreneur. My journey into entrepreneurship was shaped by my experiences in healthcare and my desire to make a difference in people’s lives. For many years, I worked as a medical assistant and CNA, where I saw firsthand the impact that medical conditions, especially hair loss, had on individuals' self-esteem and confidence. I never imagined I would own a business, but I felt a strong pull to create something that could help people feel better about themselves, just like my mother did with her patients as a hospice nurse.

It was only after seeing the gap in services for people dealing with hair loss, particularly in the Pacific Northwest, that the idea of starting my own business began to take root. I wanted to create a space where people could find not just a product, but a sense of empowerment and dignity, which is why I took the leap into entrepreneurship. I wasn’t actively planning on being a business owner, but the more I thought about it, the more I realized it was the perfect way for me to combine my passion for helping others with my drive to build something meaningful.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

When I first launched Callie’s Custom Hat Wigs, I didn’t have a big marketing budget, but I was determined to get the word out and make a meaningful impact in the community. My initial strategy was to lean into the power of word-of-mouth, social media, and grassroots outreach, all while staying true to my mission of inclusivity, empowerment, and community care.

I started by sharing my story—honoring my mother’s legacy as a hospice nurse and my mission to help people regain confidence through custom wigs. I reached out to local influencers and individuals in the healthcare and beauty industries who aligned with my values. They helped spread the word and shared their experiences with my wigs, which gave me credibility and trust in the community. Additionally, I connected with local organizations and nonprofits, such as Meso, to build partnerships, and I spoke at local events to build awareness around hair loss and the emotional impact it can have on people.

To further engage with the community, I organized pop-up events in various local spots to showcase my wigs and provide consultations. These events allowed me to connect with people in person, hear their stories, and offer a space to educate and empower individuals facing hair loss.

Did it go as planned? Mostly, yes, but there were challenges along the way. I didn’t anticipate how much resistance I’d face as a Black woman in the wig industry. It took time to break through barriers and gain the trust of clients and suppliers. But by staying focused on the mission, being consistent with my outreach, and building strong relationships, the business gained momentum. Now, Callie’s Custom Hat Wigs is becoming a known name, not just for wigs, but for creating safe spaces where people can express their true selves.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

The biggest challenge I’ve encountered has been navigating the biases and barriers that come with being a Black woman in the wig industry. As a minority business owner, I’ve faced discrimination, including being targeted by vandals, receiving racist phone calls, and struggling to secure wig accounts due to the color of my skin. In an industry where suppliers often overlook Black-owned businesses, gaining trust and credibility has been an uphill battle.

However, this experience has taught me invaluable lessons about resilience and perseverance. I’ve learned that in the face of adversity, staying true to my mission and remaining focused on the people I serve is crucial. Every challenge has strengthened my determination to create a business that uplifts and empowers individuals, especially those from underserved communities.

It has also deepened my understanding of the importance of representation in the beauty industry. People need to see themselves reflected in the products they use and the businesses they support. I’ve learned that when we create spaces that are inclusive and truly care about the needs of others, we can overcome the most difficult obstacles.

Despite the hurdles, these challenges have only made me more committed to my business and the community. Callie’s Custom Hat Wigs isn’t just a business for me—it’s a movement toward empowerment, inclusion, and self-expression.

What accomplishment are the most proud of to date in your business?

One of my proudest accomplishments is building Callie’s Custom Hat Wigs into the Pacific Northwest’s only Black-owned wig store, a business rooted in love, representation, and empowerment. Honoring my mother’s legacy, I’ve created a space where people facing hair loss due to medical conditions or personal choice can feel confident, valued, and seen.

I’m also incredibly proud of my collaborations with organizations like Kaiser Permanente, where I provide wigs and education to cancer patients, as well as my role on the Board of Directors of Breast Friends. Partnering with Meso and hosting pop-up events in the community has allowed me to reach more people in need.

Working with celebrities like Tabitha Brown, Nic Few, and Luenell has amplified my mission, helping me inspire more people to embrace wigs as a form of self-expression. Through consultations, classes, and advocacy, I’ve helped countless individuals regain their confidence.

Despite challenges, including barriers as a Black woman in the industry, I’ve grown my business to six figures and continue to push for inclusivity in the wig industry. Every milestone represents not just business growth, but a greater impact on my community and the people I serve​In October 2024, Callie’s Custom Hat Wigs achieved a significant milestone by securing second place in the Key4Women Pitch Contest, a collaboration between KeyBank’s Key4Women program, Micro Enterprise Services of Oregon (MESO), and the Portland Thorns FC. This contest, held at Providence Park in Portland, Oregon, featured ten finalists competing for a share of $50,000 in awards. received 2024 Queen shero award and 2024 MESO Business award and 2025 Aytonfordation award.

Do you have any recent wins from the last year that you'd like to celebrate with our community?

Absolutely! This past year has been an incredible journey for Callie’s Custom Hat Wigs. One of our biggest wins was coming in second place at the Key4Women Pitch Contest 2024,  prize to further our mission of providing quality wigs and support to individuals experiencing hair loss.

We also secured a partnership with Kaiser Permanente Northwest, where we now serve as their wholesale wig supplier and provide education and support for cancer and hair loss patients. Additionally, our collaboration with Providence Transition Medical has allowed us to offer free wigs to those in need.

Beyond these milestones, we’ve continued to expand our community outreach, hosting pop-up events, offering private consultations, and leading wig education classes. And, I’m especially proud to share that I’ve joined the Board of Directors for Breast Friends, an organization that supports women facing cancer.

Despite the challenges, including facing bias and barriers as a Black-owned business, we’ve persevered and grown tremendously. Each step forward means more representation, more impact, and more people feeling seen, valued, and empowered.

I’m beyond grateful for all the support and excited for what’s to come! 💕

What's next for your business? What can we expect to see over the next few years?

The future of Callie’s Custom Hat Wigs is all about expansion, empowerment, and impact. Over the next few years, we plan to secure a larger storefront to better serve our growing customer base and create a welcoming, inclusive space for those experiencing hair loss.

We’re also looking to expand our wholesale partnerships, ensuring more hospitals, cancer centers, and medical facilities have access to our high-quality wigs. Our work with Kaiser Permanente and Providence Transition Medical has been just the beginning—we want to partner with even more organizations that support individuals facing hair loss.

Education will continue to be a key focus. We plan to offer more wig essential classes, private consultations, and community workshops, ensuring people not only have access to wigs but also understand how to wear and care for them confidently.

Another exciting goal is launching a youth mentorship program to inspire Black and Brown children by showing them that they, too, can own a wig store and become entrepreneurs.

Most importantly, we will keep breaking barriers in an industry that hasn’t always been inclusive, proving that “Wigs See No Color” and that everyone deserves to feel beautiful and empowered. The best is yet to come!

What is your top productivity tip? 

My top productivity tip is to stay organized and plan ahead. I use a combination of time blocking and task prioritization to ensure I’m making the most of my day. Running a business, working with hospitals, teaching wig essential classes, and speaking on panels all require careful planning.

I start each week by setting clear goals and breaking them into manageable tasks. I also delegate when needed—whether it’s marketing, inventory, or event planning, having a strong team and trusted partners helps me stay focused on growth.

Most importantly, I remind myself to pause and recharge. Rest is just as important as hustle!

On the flip side, how do you avoid burnout?

Praying and staying in my words.

What is your approach to work-life balance / integration?

Still working on that but giving myself grace

When hiring, what is your go-to interview question?

Are you reliable?

Are you a Mamaprenista? If so, please share your best advice for simultaneously managing a business and a family

Yes, give yourself grace and its okay to cry and keep going.

Do you have a co-founder? If so, how did you find the right one for you and what are your best partnership tips?

My husband.

What is your favorite business tool or solution and why?

My favorite business tool is Canva because it allows me to create professional marketing materials, social media content, and promotional flyers with ease. As a business owner, having a visually appealing brand is essential, and Canva makes it simple to design everything from Instagram posts to event flyers without needing a graphic designer.

I also love using Square for payment processing and inventory management. It helps keep my business organized, tracks sales, and makes transactions seamless—especially during pop-up events and collaborations.

Both tools save me time and help me stay consistent with branding and customer engagement!

What advice do you have for aspiring Entreprenistas?

My advice for aspiring Entreprenistas is to trust your vision, stay persistent, and never be afraid to take up space. Entrepreneurship isn’t easy, especially as a Black woman facing barriers in the industry, but your passion and purpose will push you through.

Build a strong support system—whether it’s mentors, community organizations like MESO, or like-minded entrepreneurs. Surrounding yourself with people who uplift and guide you is key.

Stay flexible and open to learning. Challenges will come, but each one is an opportunity for growth. Keep showing up, keep believing in yourself, and don’t be afraid to create your own lane!

Learn more about the Entreprenista League and join today!

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