Javier Diaz has always been fascinated by hair. His perspective: What’s on top of your head is the first thing others notice about you.
He persistently preaches the importance of hair volume and trying everything.
Since 2018, when he was just 14-years-old, Diaz has slowly been growing his barber shop brand. Known to his local Miami clients and the general public as Park J Cutz, he has made a name for himself through any means necessary. From more traditional avenues such as posting before and after videos on Instagram to concocting his own special formulas for haircare products such as texture spray and hair clay, Diaz is a man of many hats to ensure his customers will never have to wear one.
Now at 22-years-old, his client book has gone from a humble 10 names to a staggering 300. Instead of conducting business in his clients’ homes, he brings his own mobile barber van to them, fully tooled to imitate a vintage mom and pop shop.
But Diaz doesn’t see himself doing this until he’s old and grey. He’s found other ways to roll in the dough while still keeping the focus on his love for cutting and treating hair.
“I think everybody should strive to make some sort of passive income,” Diaz said. “The day you get injured, what are you gonna do? Especially as a barber where a 401(k) and a healthcare plan are things you have to take care of yourself.”
Diaz is no stranger to entrepreneurship, recalling a time in sixth grade when he designed his own clothing line and sold it exclusively to his classmates. Only this time, his business instincts told him to take advantage of the most powerful digital resource at his disposal: TikTok.
Between two accounts on the app, Diaz has amassed close to 12,000 followers and 627,000 likes. How exactly has he gotten this many eyes on his content? Reaction videos.
“You’re using a video that already went viral and you’re just slapping your face on the top corner,” Diaz said. “It’s almost bound to blow up because people want to watch the original video. It might not get the most engagement, but you can guarantee that it’s going to get views.”
With new viewers coming in droves, Diaz doesn’t let the opportunity go to waste, subtly plugging his haircare products through video to increase traffic on his brand.
Kevin Clavijo, Diaz’s childhood best friend and employee, also helps build the Park J brand and pump out consistent haircut content.
“I was completely on board with how the marketing goes,” said Clavijo. “I would normally just help him film skits, give ideas and even feature on TikTok lives, videos and ship out any orders placed by customers.”
Diaz is constantly promoting his own line of hairstyling products, Park J Premium Haircare. He began his journey into this business after finding himself fed up with hair products that were full of chemicals and did not meet his standards.
Two years and a thousand batches is how long it took until Diaz had perfected his hair clay made with all natural ingredients.
“I just became like a little chemist throughout the way,” Diaz said. “I’m still very new to the game, but at least I know exactly what’s going into my hair.”
“I would love to see his brand next to the big name brands,” said Hector Zumbado, a friend and longtime client of Diaz. “I hope to be able to walk into a random store and just see his product there, because that would make me feel so happy and proud of him.”
Slowly but surely, Diaz’s haircare products are becoming more popular. Thanks to his social media presence, he gets a new order every few days from someone who wants to try his hair clay, texture spray or hair growth oil.
“I really do see it becoming a staple for people who really care about their health and personal maintenance,” said Clavijo.
Diaz is, at heart, an entrepreneur who just truly loves cutting hair.
“Even through the mass of clientele that he’s getting, he stays true to his core,” said Zumbado. “He still provides top service for his clients and provides them with full clarity and transparency in everything he does.”
Although Diaz does not plan to cut hair forever, it is what fulfills him most right now.
“I’m in my flow state when I’m cutting hair,” he said. “I never really get nervous when I cut hair … I could cut up a celebrity and probably still feel normal because I just have that confidence.”
