By Logan B. Anderson

NEWARK — COVID-19 forced Brenda and Shawn Gregory to change their business model from a mobile venture to a brick-and-mortar store, but it didn’t alter their core mission to fill a need in their community.

With the help of the Delaware Black Chamber of Commerce, the couple cut the ribbon for their business, 2G’s Beauty Supply, on Oct. 22.

Located at 608 Plaza Drive, off Del. 896 south of Newark, Mr. Gregory said the store has “all your beauty, barber and hair-supply needs.”

“If we don’t have it, we will get it for you.”

The walls of the store are lined with hair extensions and wigs, and aisles are filled with shelves of hair-coloring products, skin and hair conditioners and much more.

2G’s Beauty Supply also has a braider on staff to help clients look their best.

What sets the shop apart from other retailers is that it’s a Black-owned business, Mr. Gregory said.

Back in 2018, the couple were frustrated that Mrs. Gregory and their daughters had to go to multiple places to find the beauty products they needed.

“They were going to different stores that didn’t cater to (Mrs. Gregory) and my daughters. So I said, ‘Hey, put your own together,’” Mr. Gregory said.

And in September of that year, that’s what they did.

The family converted an enclosed trailer to fit their needs, then loaded it with what they knew others in the community wanted for their skin- and hair-care needs.

“It’s really about giving back. I thought if there are more stories like theirs, let’s do something for everybody,” Mr. Gregory said.

The family hit the roads around Newark and Bear. They built a client base and became a door-to-door beauty-supply service.

“Then, the pandemic hit,” Mr. Gregory said. “That shut the door-to-door down. Then, we went online, but we lost the personal touch.”

So early this year, the couple decided to look for a storefront that would house their business, choosing a spot in the Four Seasons Plaza shopping center.

“There are very few hair salons and hair stores in Newark. The ones that are around are down towards New Castle. Plus, we live in Newark. That is why we chose this place,” Mr. Gregory said.

They opened for business in April.

And while Mrs. Gregory said creating a place that can provide the products that people need in one location is key, she is really focused on how her customers feel shopping in her establishment.

“We make the experience comfortable. We don’t sell the product; we sell the spirit. When you walk out of here, you’ll feel good about yourself,” she said.

That focus on the experience can be witnessed in the supply store’s wig section. Mr. Gregory said 2G’s serves many senior citizens who may be dealing with hair loss, so the owners created an intimate space where clients can try on wigs without feeling they are on display.

Wednesday is the day to go wig shopping at the store because, on “Wig Wednesday,” they are 10% off, Mr. Gregory said.

In addition, to continue their spirit of giving back, the Gregorys have “Essential Worker Thursday,” when those working on the front lines of the pandemic can receive discounts.

“We want to talk to people. We want to communicate. We understand and can relate,” Mrs. Gregory said. “You don’t get that much from businesses anymore, that closeness, that connection. We are here. We are part of the community. We want them to know us, as well.”

2G’s Beauty Supply is open 9 a.m. to 8 p.m. Mondays to Saturdays.