Staff Report

ROCKFORD – Rockford native Mercedes Cherelle, on Thursday, announced that the 4th annual Natural Hair Health and Beauty Expo will happen from 4 to 7 p.m., Aug. 3, at Veterans Memorial Hall.

The event aims promote local business and products to build the Rockford economy and community by using the creative side of the hair industry to draw the crowd in through entertainment. It also promotes entrepreneurship.

Cherelle, a master cosmetologist and founder of Cherelle Searcher International, said the expo will bring grassroots businesses together from all walks of life on a united front. She said it is an opportunity to create a foundation for local businesses to showcase their wares, exchange ideas and network with one another.

“It is my hope that the businesses that participate will gain awareness of what is available in the local community market that can be utilized among one another,” she said. “My background has always been my inspiration. Growing up in poverty can convince you that there is no way out of those conditions. “I have learned and taught that entrepreneurship and supporting local business is the way to defeat poverty.”

More than 150 local businesses attended last year’s expo.

Cost is $10 in advance and $15 at the door. Tickets are available at eventbrite.com or by calling 779-200-1693.