SAP 034 – Jamelia Donaldson; how to create, grow and scale a haircare business using the subscription business model

Jamelia Donaldson is the founder and CEO of Treasure Tress, a UK based beauty brand that provides a monthly product discovery box for women and young girls with textured hair.

Jamelia has been able to draw on her personal experiences and knowledge to provide an impeccable haircare service which equips women with quality products and tools to care for their naturally curly hair

Personal life

“l live in London but spent some time away in both Atlanta and New York throughout my childhood and my teen years.”

“My family is of Caribbean descent, both my mum and dad are Jamaican. I have two brothers. My dad’s side of the family is really big, my Grandma has ten kids. I have a lot of cousins.”

Area of expertise

“I know that I am really good at bringing people together, drawing on their strengths to create magic.”

“I am also good at storytelling for brands. The minute we get their products I am able to really put together a story for the brand to help them communicate in a really authentic way.”

Advice for someone trying to get into the hair and beauty space

“Have a really authentic story. People want to know who’s behind the brand, why you do what you do, why you have developed this range, how it relates to your personal experiences in your life?”

“Whatever you’re doing has to be something you’re passionate about and something that holds some real importance in your own life.”

Lowest entrepreneurial moment

“It was when I was in the ‘in-between’ stage, thinking of quitting my job to take the business full time.”

“Primarily because I kept asking for advice from different people and the is the thing to absolutely NOT do.”

Proudest entrepreneurial moment

“A big turning point for the business was when a subscriber arranged a meeting with me. She had some ideas for the business.”

“I told her she was amazing and I would like to have her on the team. But at the time I didn’t have a budget as I had just taken the business full time.”

“Now I have been able to offer her a full-time position on the team. For me, that was a huge stepping stone.”

What’s got you buzzing right now

“We’ve always got new exclusive brand launches and box releases that we are working on. That’s something that is continually exciting for us because we are always meeting new people and new brands.”

Lion’s den

What is the best African saying you’ve ever heard?

It takes a village to raise a child.

“In business as well, ever since my team expanded we have grown incredibly. And, it’s directly related to the team.”

What was holding you back from building your brand?

“I don’t think anything was holding me back Tressuretress. As soon as I shared the idea with my friends I started working on it.”

“I have always been passionate about natural hair. I always tell people that your passion will lead you to your purpose.”

Which is your social media platform of choice?


“I am triggered by images. Words are powerful but images make things real for me.”

Do you have a daily routine that contributes to your success?

“Meditation. I start with 20 minutes in the morning.”

“It helps me to be more focused, driven and manage stress.”

Recommend a book for the Tribe to check

Outwitting the devil by Napoleon Hill

“I finished reading this book and I was like, yep, i have the confidence to quit my job.”

If you had 24 hours to live what would you do?

“I would spend time with everyone that I love. Food, drinks, music and games.”

“And, make sure I have written my will.”

Words of wisdom

“What if I fail, oh but darling what if you fly.”

“Just try it.”

“If not now then when, if not you then who?”

Connect with Jamelia

Get 10% off your first TressureTress box
Use promo code: SAPTRIBE at checkout.