What Lies Beneath.... Deborah T Johnson

This month we turn the lens on one of our own…From the very beginning—even before The Steam Bar officially launched—Deborah Johnson has been part of its story. Working both creatively and strategically, she has helped to guide the brand’s vision, ensuring that its identity feels authentic, layered, and deeply connected to the mission. It feels only right, then, that in this edition of What Lies Beneath, we turn the spotlight onto Deborah herself to explore the roots of her own story, and how identity, culture, and beauty shape the way she moves through the world.

TSB - You’ve spent years helping brands tell their stories—if you had to tell your own story in a few lines, where would you start?

DTJ - I’d probably start with curiosity and outlierness . I’ve always been drawn to people, especially those that are doing things differently and the stories they carry—how where you’re from, the music you listen to, books you read,  the food on your table, the things you engage with  all shape how you move through the world. That curiosity led me into PR, but it also underpins how I live my life. I see storytelling not just as a career, but as a way of making sense of identity and place in the world and how we’re able to touch others through it.

TSB - You’ve recently taken over the family salon. What has being in that space  taught you about identity and self-expression?

DTJ - The salon has always been more than just a place to get your hair done. When I came on board 13 years ago I had a clear vision of nurturing it into a space where our community could connect, learn, explore themselves and be uplifted. Something that was beautifully seen with the Sunday Chill Session series that we did and are bringing back.

In a salon space you see the first hand transformative power of hair; not only in how it can change someone’s look but in their energy when they leave the chair. You always get to see how serious and light people’s relationship with hair can be as a form of identity. Some see it as symbolic to cultural pride where others just see it as hair. Either way it has significance, The salon teaches me that beauty isn’t surface-level—it’s tied to confidence, belonging, and how we see ourselves in the world.

TSB - When you think about culture—music, food, style, community—what aspects have most shaped the way you see beauty?

DTJ - For me, it most definitely is music first foremost. From a young age I was exposed to and explored an array of genres. Punk to hip hop, country to grime. I’m pretty much into anything apart from EDM. Being exposed to these genres and by proxy immersing myself in their community allowed me to see and experiment with different styles and ideas of beauty as a teen. It’s in all of these variations that I’ve explored that have allowed me to meet my own true layered beauty, that can be removed from generalisations and societal expectations. That said, I think beauty is never just about how something looks, but about the feeling it evokes in the beholder

TSB - You’ve spoken about inclusivity in the industry—what does that word really mean to you beyond just ticking a box?

DTJ - Inclusivity means authenticity. It’s not about putting a face in a campaign to appear diverse, it’s about reflecting the world as it truly is. It’s about intention—who’s in the room when decisions are made, whose voices are being amplified (and not just the same old same old), and whether the work feels true to the communities it claims to represent.

TSB - What made you decide to step out on your own and start DTJ after more than a decade in agency life?

DTJ - After 10 years of working in agencies, I realised I wanted more autonomy in my life - how I spent my time away from work and those that  I choose to work with, plus I wanted to spend more time focusing on the salon.

Going it alone as a freelance consultant has allowed me the privilege to carve  out space to champion independent businesses and storytellers who might otherwise be overlooked but also lean into my ambitions for a good life where work is not all encompassing.

TSB - Looking back, is there a moment with a client or campaign that really reminded you why you do this work?

DTJ - There have been plenty but  earlier this year I worked with  a local business to create a campaign that allowed them to engage with their existing and would-be communities. It was   genuine and joyful. Seeing their pride, and the way people connected to their story, reminded me that PR isn’t just about press coverage or transient placements —it’s about shaping how your public connects with you to create a lasting and emotive connection that fosters positive impressions. That’s why I do this work.

TSB - Beauty can be about freedom, but also about pressure—how do you personally balance expressing yourself with what society says we should look like?

DTJ -  I don’t really pay mind to society's expectations, I learnt long ago not to feel the weight of pressures that are not my load. I  see beauty as an extension of who I am, not a standard I have to live up to. Some days that means embracing ease and not doing much at all, other days it means leaning into boldness or play. I think the balance comes when you allow yourself to shift and not be fixed to one idea of what beauty should look like.

TSB - You also mentor and advise in the industry—what do you hope the next wave of storytellers and brand builders will do differently?

DTJ - I hope they prioritise depth over noise. We live in a time of fast content and fleeting trends, but the next wave has the opportunity to slow down and tell stories that really mean something. I want to see more bravery—brands that aren’t afraid to be specific, local, and have a rebellious spirit.

TSB - If someone walked away from this conversation with one message about identity and beauty from you, what would you want it to be?

DTJ - That beauty isn’t about perfection—it’s about presence. It’s about being rooted in who you are, expressing that truthfully, and allowing it to evolve as you do.

TSB - What 3 Things do you want to share that you’ve recently enjoyed?

Whatever Happened to Interracial Love by Kathleen Collins is a beautiful collection of short stories that evoke such a rich sense of place, character, and emotional truth. Collins had an extraordinary ability to capture the nuances of Black interior life. Be it esire, vulnerability, intellect, and longing without flattening them into stereotypes. She should be seen as an icon not only because she was one of the first Black women to write and direct films in the U.S., but because her work, unearthed decades after her death.  Her voice was ahead of its era layered, tender, and quietly radical.

Cháps beverages have been sustaining me throughout this Summer. I’m not usually into soft drinks but you know when you find something that hits the right balance of refreshing, fizzy and subtly sweet flavour? That’s what it gives.

Not a recent find, but a forever staple I can’t be without: my satin bonnet. Over the last year I’ve started paying more attention to my at-home hair routine, and this has been key—not just for maintaining strand health, but for making mornings easier when it comes to styling.