I invested in braidbabes because they have built an incredible community around the brand. Their customers love talking about the experience and showing off their braids. I talk with hundreds of Founders based on my position in the Startup Community - I use braidbabes as my example when I describe product market fit. Combining that with their low cost-of-customer-acquisition (due to word-of-mouth) and the high life-time-value of a customer, the financial models look great at scale. Emmily and Tori are great Founders, they tackle every problem head-on. I've had the pleasure of mentoring them since very early in the company's history. I've been consistently impressed by how quickly they are able to learn new skills and use them to overcome the challenges that all businesses face. I'm most excited about getting watch them launch in new cities. They've spent the last year or two really refining their ability to launch new cities and scale. It's going to be an amazing journey as they grow from 3 cities to 50+ over the next few years.