There is no décor. The only art on the pumpkin colored walls are vintage posters of bare shouldered black women with elaborate hairstyles. Two women, one from Senegal, the other from the Ivory Coast, split 7 feet of black synthetic hair into sections before they begin to braid.

Behind them is a restless elementary school girl; she swings her legs so vigorously her timberlands thump on the floor. Her hairdresser, Tenin, has tightly wrapped the ends of each braid with string until they resemble sooty bees nests. She dips the ends of the braids in boiling water; acutely aware of the risk involved, the child is finally still. The final step of the three-hour process is simple — Tenin lathers the girl’s head with white mousse.

Aicha Hair Braiding Salon is one of a number of African braiding shops that are clustered around 125th street in Harlem. Much like the Apollo Theatre and Abyssinian Baptist Church, the braiding shops and braiders that work in them are a Harlem landmark.

Hair braiding is a tradition that has been practiced in various African societies for centuries. Across the United States, women from countries such as Senegal, Ivory Coast and Togo, have used braiding as a bridge to a better life. In the 1990’s and 2000’s, entrepreneurial instinct and the ability of braiders to amalgamate traditional braiding styles with hair trends within African-American culture, meant braiding was a secure source of income.

According to Professor Cheikh Anta Babou, an expert in African history and the Africa diaspora, although it was generally confined to the informal economy, braiding was once such a lucrative profession, in the peak season braiders could earn $200-$300 a day. Babou estimates 70% of Senegalese immigrant women in the United States are hair braiders. Braiding is so pervasive it has reshaped and transformed Senegalese life in the United States. For instance, the economic independence women gained from braiding meant patriarchal norms were resisted; consequently divorce has become more frequent within the Senegalese community.

In recent years, however, a combination of demographic shifts in neighborhoods, rising rents and technological disruption, has meant braiding is no longer a trade immigrants can rely on.

“This country’s not like before. You don’t get money like before,” said Tenin, the hairdresser who hails from the Ivory Coast. “It was more busy than this. When tax season comes you’re very happy. But now?” she shakes her head in dismay and returns to her work. Two months ago, Tenin gave birth to her fourth child. The uneven nature of her job meant she had to come back to work. On some days she has no clients, while on other days she has eight. Staying at home was far too risky.

Today, it’s not uncommon to see braiders hustling for potential clients at the busiest intersections in Harlem. Some even wait at subway turnstiles, hoping to find a customer. According to Aicha, Tenin’s mother and the owner of the braiding salon where they both work, the spread of braiders onto the streets hunting for clients is a relatively new development. Aicha has worked as a braider in Harlem for over 20 years. She believes the demographic shifts in the neighborhood and rising rents, has meant they have a smaller customer base and have to fight harder for what’s left. “I don’t like to beg on the street for customers. I used to, but not any more. But I understand why women do” she said.

Aicha is correct in her observation about rising rents and dwindling black customers. A report by the Community Service Society, showed between 2002 and 2014 average rents in Central Harlem rose by 90%. Recent census data showed that Harlem’s black population is the smallest it’s been since the 1920’s and they are now only 40% of its residents. The ramifications of this on the informal braiding market are palpable. A number of braiding stores have been forced to close, and some braiders even left New York in search for work elsewhere. However, there’s another force working against women like Aicha and Tenin — technology. In particular, the proliferation of social networking sites, which have created virtual communities centred on sharing information about black women’s hair and an increase in women finding their hairdressers using the Internet. In an unexpected twist, it seems that immigrants aren’t taking jobs from Americans, instead technology is taking jobs from immigrants.

In 2008, a shift occurred in the black cultural zeitgeist that reshaped how black women decided to style their own hair. According to “Hair Story: Untangling the Roots of Black Hair in America” by Ayanna Byrd and Lori Tharps, the natural hair movement caused a critical mass of black women to stop chemically straightening their hair and wear their hair in its natural state. Historically, there have been other waves where black women have favored natural styles however this was the first in the era of online social networking.

Conversations about black women’s hair are constantly happening on the Internet. They occur in YouTube comments, hair forums and an amorphous subculture within Twitter called “Black Twitter”. The #naturalhair hashtag on Instagram has 7.4 million photos. In theory, this movement should have meant African hair braiders were perfectly positioned to exploit a new and hungry customer base. According to Mintel Black Consumers and Hair care 2015 report, the black hair care market is worth an estimated $2.7 billion — there’s more than enough money to go around. But a cornerstone of the natural hair movement and the digital conversation surrounding it is an emphasis on autonomy and agency. An important expression of this agency is the ability to understand and do your own natural hair.

The emergence of social networking and the fact that the web significantly influences black women’s hair choices, places braiders at an acute disadvantage. The informal and underground nature of the braiding industry has meant there’s a natural and almost instinctive aversion to social media. Despite their presence on the streets of Harlem and Brooklyn, most braiders prefer to be or remain inconspicuous. Some braiders are undocumented or in regular contact with people who are undocumented and this creates a reluctance to create a visible online presence. Very few of the braiding shops have Facebook or Instagram pages, websites are rare and most salon owners don’t respond to reviews on Yelp. Furthermore, in West African culture, privacy is viewed as virtue and openness is a vice. All these things are diametrically opposed to the relentless self-promotion and hyper-exposure the digital age requires. In the meantime, the savviest natural hairdressers are exploiting technology for their benefit and gaining customers.

“I did it in college just for fun, just one video — and it went viral” said Sadora Paris, a popular natural hair blogger. Since Sadora posted her first video tutorial two years ago, her audience has grown to 120 thousand YouTube subscribers and almost 25 thousand Instagram followers. She has leveraged her fan base to become a fulltime brand ambassador for natural hair care lines such as Carol’s Daughter and Shea Moisture. Sadora also earns additional income as a hair coach and beauty consultant.

Sadora views the relationship between the African braiders and their customer base as a complex one that is fractured by generational differences as much as cultural ones. African braiders aren’t the only segment within the black hair industry that struggled to keep up with how technology has transformed it. Many older African-American salon owners who catered exclusively to black women with chemically straightened hair failed to keep up with the times and are also struggling. Additionally, the women she coaches who no longer go to African braiders cite three main factors — saving money, time and their hair. Traditional braiding methods favor tight, neat styles and an aesthetic is valued over the health of the hair. However many black women have concerns about their hair, particularly the perimeter of the hairline referred to colloquially as their “edges”. For Sadora and her clients, the choice to do their own hair is less about the African braiders and more about how they prefer to do their hair.

Dr. Shartriya Collier is an expert in immigrant women entrepreneurs, who has done extensive research on the braiding industry in the United States. While she agrees that technology and other variables have contributed to the difficulties the braiders currently face, she cautions against overstating their significance. In her view, there were no real glory years in the braiding industry– it’s always been a difficult trade. “There was always a tension between African shop owners and their African-American clients,” she said. The intersection of language and cultural barriers meant exchanges between African braiders and their African-American clients have always been characterized by difficulties.

In their economic transactions, most braiders tend to occupy the grey space between legal and illegal activity. Cash is the preferred, and often the only form of payment. Most financial transactions aren’t documented in official records and braiders aren’t paid an hourly wage; instead they pay the shop owner a commission on every client they get. And while technology has had an adverse effect on their cash flow, it’s been advantageous for most parts of the informal economy. Professor Justin W. Webb, of The University of North Carolina at Charlotte, is an expert on entrepreneurship within the informal economy. In his research, he has observed how technological advances have created more opportunities for entrepreneurs who operate outside of the formal sphere. “Technology is presenting a larger market and in a way they’re able to skirt [legislation]. They’re less visible to those who are monitoring and enforcing them,” said Webb.

In his years of studying informal economies, Webb has frequently come across a phenomena he calls the “stepping stone effect” This occurs when a worker gradually formalizes and legitimizes their trade or they accumulate enough capital and knowledge to leave the informal sphere and work in another part of the formal economy. But braiders face a challenge that impedes this effect — language.

Most braiders come from French-speaking African countries, so if they do speak English, it is often their third language. French or Wolof tends to be the lingua franca inside the hair shop and English is only used while establishing price or in brief exchanges with clients. The lack of English fluency makes it difficult to leave the industry. On the other hand, braiders from English speaking African countries often use braiding as a job on the side, to support them while they attend night school or while they learn a more economically advantageous trade. As soon as these women achieve their goal they stop braiding.

In 2002, Mama (as she calls herself), made the trip from Nouakchott, Mauritania to the United States. At the time she was fluent in Wolof and French, and could speak only broken English. She found accommodation in the Bronx and was embraced by a network of African immigrants. They told her to go to Harlem and start braiding hair. Mama is middle aged and braiding has taken its toll on her body. Some days she works for 12 hours at a time at Barry’s Good Braiding, she has constant back pain but can’t afford the surgery. What was supposed to be an opportunity has become a trap and Mama wishes she picked another trade when she first moved to America. Braiding is so niche that her years of experience aren’t easily transferred to another industry. “It’s not a job I’m doing and love it. I don’t have a choice,” said Mama.

Walk into any braiding shop and you’ll notice the incredible speed at which braiders move their wrists and fingers. No matter how long you stare, this speed makes it difficult to decipher each step of the process. It’s wondrous to watch because the women maintain this speed for anything from 3 to 6 hours. And on a particularly busy day they may braid for a total of 10 hours.

Ask any woman who’s had her hair braided the worst thing about it and she’ll probably mention the pain. Most people don’t think about the pain the braiders endure. The physically taxing nature of the job and the mental strain of hoping for clients mean that braiders often end the day exhausted. Over the years this accumulates and has acute physical manifestations. Back pain, shoulder pain, it isn’t rare to come across braiders with ganglion cysts on their wrists — big bumps that are the evidence of years of strain.

For those that have the option to work in the formal economy, the decision to become an entrepreneur is often an expression of their independence and freedom. But for many of the braiders, with limited childcare options, low levels of education and significant language barriers, being an entrepreneur is the only option, rather than a romantic form of self-actualization. It is a beautiful struggle at best.