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Meet the woman redefining the black hair shopping experience

BOSS: Jamelia Donaldson

MEET JAMELIA Donaldson, the ridiculously beautiful London born entrepreneur who founded Treasure Tress. As Jamelia quotes on her Instagram page, she is “currently creating the things I wish existed”.

The go-getter who previously worked for Coleman Entertainment Group in New York decided to launch her own start up ‘Treasure Tress’, a monthly product discovery for women and girls with naturally kinky and curly hair.

As a black woman who is embracing my naturally kinky curly mane after years of relaxer, at times it can be difficult to find the right products for our hair type. However, the savvy businesswoman has catered to our needs.

Read our Q&A below as we discuss the hair brand for women of colour and how she sees the Treasure Tress expanding in the next 5-10 years.

Q: Could you tell me a bit about your brand and where did the name of your brand came from?

Jamelia Donaldson: Treasure Tress is Europe and The Middle East’s monthly product discovery box for women and girls with naturally kinky curly hair. Each month we help them discover and deliver the very best products to care for their natural hair. We’re redefining black Beauty by helping girls fall in love their kinks and curls by making natural hair ‘normal’ and attainable.

Q: What is your career background?

JD: My professional career started in finance at an asset management firm, after summers of interning in various industries throughout my degree, in various countries. I spent some time in Beijing, China doing marketing, some time in New York doing entertainment PR/Marketing before working at an asset management firm where I completed their graduate scheme.

I launched Treasure Tress whilst in my full-time role, and I left that role five months after launching Treasure Tress to take it full time and now have an incredible team of women working with me on the business daily.

Q: How did the idea for your business come about?

JD: I was bored of the typical hair shop experience. I found it uninspiring and substandard compared to mainstream beauty shopping experiences. There is a huge difference between SpaceNK and shops which cater to women with kinky curly hair and dark skin – and it shouldn’t be this way.


PICTURED: Treasure Tress box

I wanted finding new products to be fun again, and I also wanted to share information I had learned over the years with women who looked like me. We should be able to receive advice, accurate hair care tips, and purchase products in one place – so I created what I wanted.

Q: Jamelia, you are a beautiful and fearless woman, is there other women that have inspired you during the journey?

JD: Absolutely. Sharmadean Reid has and continues to be a huge source of inspiration, mentor and advisor of mine. She really helped me extend my vision for Treasure Tress and just what it could achieve, while being a great example of a fearless, well-respected, creative black British businesswoman.

Q: What is the hardest thing about running a business?

JD: Building thick skin, resilience and embracing the fact that it is entirely your responsibility to get up every day and make this idea work!

Q: Where do you see your brand in the next 5-10 years?

JD: Treasure Tress will be the go-to lifestyle brand and membership club for all things natural hair, beauty and purposeful living.

Q: What pieces of advice would you give to aspiring beauty entrepreneurs?

JD: Create the things you wish existed. If you can’t find it or it isn’t available to you in your size, shade or shape – create it for women/girls like you! Use your perspective and your voice – it is your strength.

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