Curls By Choice

Empowering natural beauty through digital storytelling.

What started as a curly hair blog became my first design playground, where I blended visuals, words, and strategy to build a voice, a brand, and a small digital community.

Project overview

Duration

2022–2023 (1 year)

Team

Solo Project

Role

Founder · Content Creator · Web Designer · Social Media Manager

Tools

SquareSpace · Instagram · Google Analytics · Canva

Overview

While studying Digital Marketing in Barcelona, I joined an incubator program where I launched Curls by Choice, a platform focused on empowering individuals with curly hair to embrace their natural texture through education, community, and self-expression. This passion project allowed me to explore the basics of user experience, digital strategy, and storytelling.

What I did

Website Creation: Designed and built a user-friendly blog using SquareSpace, focusing on clear navigation, visual storytelling, and accessible layout.
Content Strategy: Published blog articles on hair care tips, personal experiences, and product reviews, writing with empathy and clarity to connect with my audience.
Instagram Engagement: Grew a niche audience on Instagram through consistent posting, storytelling, and interaction, experimenting with content formats and tone of voice.
Analytics & Iteration: Monitored engagement through Google Analytics and Instagram insights, making data-informed decisions on what content resonated most.

Outcome

Over the course of a year:
- Built a small but engaged online community.
- Learned how design, content, and usability intersect to serve user needs.
- Sparked my passion for UX by realising how deeply I enjoyed crafting meaningful digital experiences.

Reflection

Curls by Choice was the moment I realised design wasn’t just about visuals, it was about people. This early experience laid the foundation for my transition into UX Design, helping me understand the importance of empathy, clarity, and consistency when building for others.

3rd Place Winner – Pitching the Idea at TBSeeds Incubator

As part of the TBSeeds 2022–2023 Incubator in Barcelona, I pitched Curls by Choice, a digital platform empowering natural beauty through storytelling and community.

Selected among 9 teams, I developed the brand over six months of intensive mentorship, entrepreneurship workshops, and business development sessions. The journey culminated in a final pitch event at Impact Hub Barcelona, where I was awarded 3rd place for the project's purpose-driven vision and digital strategy.