About

I remember it like it was yesterday. It was 2013, and I was spending days, if not weeks, trying to find the perfect hair extensions. Scrolling through endless sellers, watching video after video, reading reviews that contradicted each other, and still not feeling confident in my decision. And after all of that effort, there was no guarantee I’d even get quality hair. I sat back one day and asked myself: why doesn’t a trusted marketplace for this exist? That question never left me.

I’m Genia, founder and CEO of The NiCa Collection. By day, I’ve built a nearly 25-year career in corporate America, leading teams, driving strategy, and sharpening the kind of executive skills that most entrepreneurs spend years trying to acquire. But this business was never born in a boardroom; it was born out of a real frustration that millions of women share, and nobody was solving. I’m using everything I’ve learned, analytics, operations, leadership, and executive coaching, to build the marketplace I wished had existed back in 2013.

The NiCa Collection is also a labor of love, named in honor of my late sister NiTasha. Her memory reminds me every day that this work has to mean something. So I built a platform where vendors are rigorously vetted, quality is verified, not assumed, and you can make a confident decision without sacrificing weeks of your life. You deserve great hair and your time back. That’s exactly what we’re here to give you.

And now I’m inviting you into this community. Whether you’re a first-time buyer or someone who has been burned one too many times, this is your place. I promise you authenticity in everything we do, transparency in every vendor we feature, and an unwavering commitment to earning your trust, not just once, but every single time you shop with us. My goal is simple: I want The NiCa Collection to be the only place you ever need to go. Welcome home.