Monday, October 24th, 2011
IT’S not every day you come across an Italian who specialises in African hair braiding.

But what’s even more surprising is the woman behind Freedom Couture started the business as a 15-year-old.

Now 20, Francesca de Mori is opening the doors to her first dedicated salon in the heart of Subiaco on October 24.

Specialising in braiding and extensions for a range of ethnicities and elasticities, she describes it as the “shop of her dreams”.

“It’s quite an unusual field but it’s my passion,” Miss de Mori said. “I’m totally fascinated by the art of African braiding and weaving because it’s artistic, creative and always developing.

“Colouring, cutting and blow waves don’t interest me – I want to create a piece of art for every client and, with braiding and weaving, there’s such a dramatic change from when they come in to when they leave.

“I have a lot of clients who feel shy and insecure with their own hair because they might have breakage or hair loss, which makes them feel down.

“I love seeing how happy and confident they feel when I’ve completed the style for them.”

The young business woman confessed to being a tomboy as a child until an episode of America’s Next Top Model caught her attention, focusing on hair being stitched into the models’ heads.

“That was the exact moment I fell in love and decided I wanted to pursue this as a career,” Miss de Mori said.

“My sister suggested I start the business, so I created a MySpace page and within a week I was fully booked.”

Originally working part-time after school and on weekends and school holidays, Miss de Mori studied beauty therapy at Beaconsfield TAFE and soon opened a stall at the Subiaco Markets.

After being completely booked out for months, she closed the stall and travelled to London at age 18 to complete a weavtician and braidology degree at the World of Braiding UK.

Since returning to Perth, Miss de Mori has been running her business privately seven days a week and signed the lease for her Subiaco salon a few months ago.

“I have devoted every second to my business since age 15,” she said. “My business is like my child – I’m constantly putting love, attention and care into it while watching it grow.

“My mum always taught me that women should be financially independent and, by running your own business, it also teaches you patience, respect, pride and self-value.

“I have always done things my way so being my own boss is the only way I know!”

In addition to her African braiding skills, Miss de Mori also has a line of 100 per cent Remy Virgin human hair extensions and lace wigs that come directly from Brazil and India.

“This hair is popular and the best quality because it still has the hair cuticle, allowing the hair to stay moisturised, soft and silky for a long period of time,” she said.

Miss de Mori shares her knowledge through YouTube tutorials (search “freedom braids”) where she displays the newest hairstyles, products and techniques.

“The videos have definitely benefited my business because beauty is a visual industry and they often show a lot more than a picture,” she said.

“I have a great variety of clients, which I love – I can work equally with all different types of hair, whether it’s African, Australian or European.

“And I enjoy meeting people with different cultures and stories.”

Open 11am to 6pm Monday to Saturday, Freedom Couture Salon is at Shop 19, 531 Hay Street, Subiaco. Bookings can be made on 0403 315 857. More information is available at

francesca1: Francesca de Mori is about to open her Freedom Couture Salon on October 24, dedicated to African braiding and extensions.

francesca2: Freedom Couture owner Francesca de Mori, right, working on a model’s hair.

francesca3: Starting her business at age 15, Francesca de Mori (right) has been consistently booked to do African braiding and weaving.

francesca4: Young business woman Francesca de Mori, about to open the store of her dreams.

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Freedom Couture

Freedom Couure Salon is owned by international hair stylist Francesca de Mori who received her braidology & weavtician degree at World of Braiding Academy in London.

Francesca dpecializes in all braiding, weaving wxtensions and hair care for Afro & Euro hair. What sets Freedom Couture apart from other salons is that as soon as you walk in the door you are greeted with a friendly welcome and prompt assistance.

As well as ensuring you feel and look glamorous, we focus a lot on the health and care of your hair ensuring to offer the best advice to guide your hair to long, thick and luscious locks.

Francesca has mastered the most advanced methods of braiding, weaving, styling and also the latest international and celebrity hair styling trends.

Freedom Couture Salon also carries its own line of the finest 100% Brazilian, Indian & Peruvian Virgin Remy huamn hair extensions, clip-in & lace wig units.
Francesca de Mori
P: 0417 966 514


WA Western Australia Africa hair braid braiding Freedom Couture business success salon extensions elasticity weave weaving hair loss Remy Virgin Brazil India lace wigs human hair cuticle hairstyle Australian European cultures Nigeria Kenya Zambia



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