YHD Insights and Impact
Case Study
The Philadelphia Natural Hair Show (2013–2017)
From Vision to Vibrancy: How Two Women Built a Sold-Out Cultural Event That Empowered Thousands
Overview
Event: The Philadelphia Natural Hair Show
Years Active: 2013–2017
Founders: Monique Eversley & Celena McAfee
Location: First District Plaza, Philadelphia, PA
Inaugural Attendance: 1,500+
Services Provided: Strategic Event Development · Community Engagement · Exhibitor/Vendor Coordination · Experience Design
The Vision
In a time when natural hair was gaining cultural momentum but lacked mainstream support, Monique and Celena stepped up to create more than an event—they created a movement.
Their mission:
To help women of color embrace their natural beauty, access quality resources, and feel empowered in their hair journeys.
The Strategy
The success of the Philadelphia Natural Hair Show was no accident. It was the result of thoughtful, strategic planning designed to uplift the community and showcase the brilliance of Black-owned brands.
Core Elements:
Educational Programming: Curated workshops and panels featuring stylists, trichologists, influencers, and wellness experts.
Purpose-Driven Marketing: Outreach through salons, barbershops, natural hair influencers, and community networks.
Curated Marketplace: A dynamic showroom of natural hair and lifestyle vendors that aligned with attendee needs.
Experience-Driven Perks: Limited-edition swag bags, giveaways, and memorable activations to increase engagement.
Swag Bag Strategy
One of the signature experiences of the show:
The first 100 attendees received exclusive swag bags filled with full-size and deluxe products from participating sponsors.
This strategy was designed to:
Incentivize early arrival and RSVPs
Give exposure to new or emerging natural hair brands
Increase perceived event value
Encourage social media unboxing and buzz
Sponsors benefited from direct product placement, and attendees felt welcomed, pampered, and excited to engage with what came next.
The Attendee Journey
From the moment guests stepped through the doors, they weren’t just attending an event—they were entering a celebration of self-love and community.
Arrival
A vibrant check-in area welcomed guests with music, signage, and enthusiastic greeters. The first 100 guests were handed curated swag bags—an instant moment of delight and status.
Exploration
Guests browsed a curated vendor marketplace with product demos, styling tips, and exclusive show discounts. They could talk directly with product founders and learn how to care for their unique hair textures.
Empowerment
Educational panels and hands-on workshops covered everything from wash day routines to scalp health and transitioning tips. Main stage events featured key voices in the natural hair movement.
Connection
Designated lounges and open seating areas made space for real conversations, networking, and emotional support. Some attendees met mentors, collaborators, and lifelong friends.
The Exit Experience
Guests left with:
Bags full of new products
Business cards from local stylists and vendors
A deeper confidence in their natural hair journey
A community they could return to each year
Results & Impact
✅ 1,500+ attendees in the first year
✅ High exhibitor retention rate across five years
✅ Local media coverage and buzz in natural hair forums
✅ Helped launch and amplify several small Black-owned brands
✅ Created one of the region’s most celebrated beauty and culture events
What Monique & Celena Learned
“Strategy, consistency, and cultural insight built this show. Every detail—down to the swag bags—was designed to make attendees feel seen, valued, and celebrated. That’s what creates loyalty, trust, and momentum.
Case Study
CandleCon 2025 — Where Strategy Met Culture & Community
Client: All Black Everything Pop Up
Event Partner: YHD Enterprises
Focus: Event Branding • Exhibitor Management • Project Oversight • Strategic Follow-Up
✨ Overview
CandleCon 2025 wasn’t just another pop-up — it was a movement in motion. Designed to celebrate creativity, commerce, and community, this Black-centered event brought together over 40 vendors, immersive wellness experiences, and vibrant cultural programming — all wrapped in a flawlessly executed brand identity.
YHD Enterprises proudly served on the all-female powerhouse team, providing exhibitor management, project management, and strategic planning to ensure CandleCon was not only inspiring but operationally sound and scalable for future growth.
🎨 Event Branding Excellence
Branding was more than a color palette — it was an experience.
From the moment guests walked into the venue, they were immersed in the CandleCon identity. With the visual brilliance of @PrintJunkee, every detail was thoughtfully designed:
Branded signage and wayfinding
Step-and-repeat and photo moments
Candle stations, massage lounges, and workshop spaces with visual cohesion
Content creation zones for attendees and influencers
The result? A unified, memorable event aesthetic that captured attention and built long-term brand recognition.
🛠️ YHD’s Role: Strategy, Structure & Support
As a vital member of the event leadership team, YHD Enterprises provided:
✔️ Exhibitor Management
Crafted exhibitor communications and onboarding
Provided setup logistics, vendor maps, and load-in/out instructions
Managed vendor support day-of with real-time updates and team response
✔️ Project Management
Developed detailed team roles & responsibilities chart
Led pre-event coordination meetings and timelines
Ensured alignment across programming, vendors, and logistics
✔️ Legal Documentation
Created and collected signed Exhibitor Liability Forms
Protected the event and vendors with clear terms and expectations
✔️ Impact Reporting (In Progress)
Collected vendor data and feedback via custom exit surveys
Preparing a CandleCon 2025 Impact Report to support future funding and sponsorship conversations
💼 Powered by an All-Female Event Team
CandleCon 2025 was produced by an all-women leadership team — a powerhouse collective of planners, branders, and creators who prioritized purpose, collaboration, and Black excellence in every decision.
This intentional team energy was felt throughout the event — in how guests were welcomed, how exhibitors were supported, and how the vibe never missed a beat.
📊 The Results
40+ Black-owned vendors featured
2 fully curated vendor rooms for seamless guest flow
5+ immersive experiences including line dancing, massage, and candle workshops
Hundreds of guests and organic influencer coverage
Streamlined communications and smooth exhibitor setup
✅ Post-Event Assessment: Nurturing What We Built
The work doesn’t end when the candles are out. YHD Enterprises recommends a strategic post-event plan to maintain momentum and maximize ROI. This includes:
Follow-up communications to exhibitors, attendees, and sponsors
Thank-you campaigns and personalized touchpoints
Social media recaps to boost engagement and brand reach
Sponsor Impact Report to support long-term partnership development
Re-engagement offers or incentives for vendors and collaborators
Scheduling strategic planning for the next iteration of the event
✊🏽 Conclusion: The Power of Black Excellence
CandleCon 2025 was a celebration of Black brilliance, business, and boldness. It showed what’s possible when strategy meets soul. Through powerful branding, streamlined operations, and a vision rooted in community, CandleCon proved that excellence isn’t just an outcome — it’s the standard.
Strategy + Culture = Impact.
Black Women Led It All.
YHD Enterprises Helped Make It Happen.
🚀 Ready to elevate your next event?
Let’s talk about how strategy can amplify your next experience.
👉 Schedule your Event Strategy Call today: [Insert Link]
