What Lies Beneath.... Jamelia Donaldson

In this edition of What Lies Beneath, we sit down with Jamelia Donaldson. The entrepreneur, storyteller, and  visionary founder of TreasureTress. What began as a response to exclusion in the beauty industry has grown into a global community that celebrates textured hair, identity, and the richness of Black womanhood. Jamelia’s work is deeply rooted in purpose: to affirm, uplift and connect. In this candid conversation, she opens up about the experiences that shaped her, the cultural pride that fuels her, and how creativity, heritage and intention guide the way she shows up in the world. This is a story of resilience, beauty, and belonging — in every sense of the word.

TSB - We see TreasureTress as more than a subscription box – more of a movement. What personal experiences shaped your desire to create space for Black women and girls in the beauty industry?

Jamelia -  TreasureTress was born out of frustration, but also a deep sense of purpose.
I grew up navigating beauty aisles, trying to make sense of a beauty standard that was never designed for me – or for girls and women who looked like me. Nothing ever quite felt like it was made for us: not the products, not the imagery, not the messaging.
Travelling between London, New York and Beijing confirmed that this wasn’t just my experience – it was a shared reality for so many Black women and girls globally.
I wanted to create a space, a brand, and a community that felt like home – one that celebrates our beauty, our rituals, our stories, and connects us across continents.
Not just a box, but a cultural connector. A community. A movement.
I wanted to ensure future generations didn’t grow up thinking there was something innately wrong with their version of beauty. I wanted to create something that would reaffirm a younger me.
We recently released a new series, For Dads Who Can’t Braid, and it’s been exciting to see how deeply people connect with it. It shows just how significant – and intimate – caring for textured hair truly is.

TSB - How would you say your Jamaican heritage has influenced your aesthetic, leadership style, or business values?

Jamelia -  My Jamaican heritage is woven into everything I do.
There’s a certain tenacity, resourcefulness, and rhythm that comes with being Jamaican. There’s also a deep reverence for women – for our role in the home, in the community, and our ability to multiply and nurture what we’re given.
That likkle but tallawah mindset really defines how I lead – bold, creative, grounded.
Aesthetically, I draw from the richness of Caribbean culture: the colours, the textures, the pride, and the way we place importance on presentation, even in the smallest of things.
Values-wise, it’s about respect, community, and integrity – knowing where you come from and carrying that with pride as you carve a new path forward.

TSB - In a world constantly telling women who to be, how do you stay grounded in your own sense of self?

Jamelia - I stay grounded by checking in with myself often – through journalling, prayer, and spending time offline with my village.
I surround myself with women who remind me of who I am, and who I belong to, when I forget.
More than anything, I stay connected to my why. Purpose anchors me when the noise gets loud. I’ve made peace with the fact that not everyone will understand my journey – and that’s okay. What matters most is that I do.
Lately, I’ve become more comfortable with the idea that identity isn’t fixed. I’m learning to allow myself the time and space to evolve into who I’m becoming, while remaining rooted in who I am.

TSB - What does beauty mean to you today, and how has that definition evolved over time?

Jamelia -  Today, beauty feels like truth – like true self-acceptance.
I used to think beauty was about meeting a standard set by society. Now, I see it as a feeling. It’s in how you treat yourself, the pace you move through life, how you speak to your body, and how you honour your rhythm.
It’s in the way someone walks in their skin with confidence – unapologetically. It’s soft and strong, curated and raw.
To me, true beauty is reassurance – deeply internal.
 My definition of beauty has evolved from chasing external approval to aligning with internal resonance.

TSB - Can you describe a time when creativity helped you break through fear or limitation – personally or professionally?

Jamelia - Starting TreasureTress was that moment.
I had no blueprint, no investors, no industry connections – just a belief and a problem I felt called to solve.
From the packaging design to how we showed up online, it was all about experimentation, iteration, and leading with authenticity.
Even now, when I’m faced with limitations, I lean into creativity to unlock new pathways. It’s never let me down.

TSB - Much of your work focuses on community. What does belonging mean to you, and where do you feel most seen?

Jamelia -  Belonging means not having to explain your existence.
It’s walking into a room – physical or digital – and knowing you’re understood. It’s seeing yourself reflected.
That’s why building community has always been at the heart of my work – because I know what it feels like to be on the outside.
TreasureTress is my way of creating that “inside” space for others – a place where people feel seen, valued, and celebrated.

TSB - What’s a narrative about Black womanhood or beauty that you’re actively trying to rewrite through your work?

Jamelia -  That our beauty – and our hair – is “difficult” or “niche.”
That we don’t spend. That we need to shrink ourselves to be palatable.
Through TreasureTress, I’m proving that our beauty is powerful, influential, and worthy of investment.
I’m also challenging the idea that we’re a monolith.
Womanhood is soft, bold, experimental, spiritual, quiet, loud – all at once. It all deserves space and spotlight.

TSB - When all the noise is stripped away – success, expectations, aesthetics – what lies beneath your own sense of self?

Jamelia -  At my core, I’m a connector.
I love history, documentaries, and understanding the stories that shape us. I believe in legacy, in intention, in lifting as I climb.
When you strip away the titles, the visuals, and the expectations, what remains is a deep commitment to impact – especially for the next generation.
I want to leave this world having built something that made Black and mixed-race women and girls feel seen, celebrated, and centred.
That’s the essence of me.