I recently had the opportunity to sit down with one of our Humboldt Made Members, Rochelle Burgess, the owner of Kinfolk Beauty Supply to talk to her about her business. What I found in getting to know Rochelle is that she has a contagious laugh and a passion for helping others while building a community in her West Eureka neighborhood.
Rocking a gorgeous wig, Rochelle greeted me out front of the store which has colorful painted windows lined with mannequin heads donning wigs in all different colors, styles, and lengths, and a big mural of her logo painted by local artist Ananda Oliveri.
Upon walking inside the store, I found myself in the middle of this cute little vintage sitting area which immediately gives cozy living room vibes–like you’re walking into a friend's house. You have an open view of the store which has products on display almost floor to ceiling, all beautifully organized.
Two years ago, Rochelle took the leap from Professional Chef to Beauty Supply Store owner, so I started by asking her what motivated her to start this business and she said, “Well, I needed somewhere to get my hair done.” and let out that contagious laugh. Then in all seriousness, she said, “No, I saw a need in the community, for people of color, for people who look like me, to be able to walk into the store and have someone who knows what they are talking about, someone who wears the products they’re selling, instead of just someone trying to sell them something.”
Rochelle is originally from the East Coast, while her husband Bill was born and raised in Humboldt County. After meeting out east, the two of them came back here and made Humboldt home, bringing a little bit of that classic East Coast energy with them. As a fellow East Coaster, I instantly loved her vibe, that trademark mix of being incredibly kind and warm, but totally real and down-to-earth with zero pretense. It’s exactly that genuine nature that helps her connect so deeply with her customers while filling a big gap for our community
I also asked Rochelle about accessibility of products–with being the only store like hers for hundreds of miles–how do her prices compare to online? She told me that she spent a lot of time researching distributors, finding the best prices for her customers, and that oftentimes, her prices are the same or even beat online suppliers. “We have a large range of prices. Our lowest price wig is currently $30, but you can go all the way up to $2,000 if you’d like…everyone who walks in here can find something they need.”
It was the middle of the day on a Tuesday and the shop was bustling. People were coming in, being greeted by Rochelle and her husband Bill, who helps her run the business, and each person seemed like they’d known them for years. One customer came in and they brought a friend in after having visited the shop for the first time last week. Rochelle told me that’s what it’s been like since she opened–people find out she’s here in the neighborhood and they bring their friends and family back.
Each person that day came in needing different things, each one leaving happy. Rochelle told me that in the beginning, she knew that she wanted to expand her offerings to include medical wigs, but shortly after opening, she was already getting folks coming in looking for this kind of service so she went to work getting her certification, learning about medical conditions, how to properly fit a medical wig, hair matching, and sensitive scalp needs. It was very clear to me that Rochelle is a highly compassionate person and her store is a place where people can come to feel welcomed and cared for.
That dedication to serving her neighbors is exactly why we Choose Humboldt. When we buy local, we are investing in spaces that make people feel seen, valued, and at home. Kinfolk Beauty Supply is more than a retail shop, it is a vital community hub built on representation, passion, and heart. Skip the online cart, go walk through Rochelle's doors, make human connections, and choose to support the diverse independent businesses that make our county so incredibly special.
