Biography of Ashley Jones: Founder and Director of Tones of Melanin -Entrepreneur
Biography of Ashley Jones:
Identifying a Gap in Collegiate Fashion
While attending Norfolk State University, Ashley Jones
noticed that the apparel available in the campus bookstore didn't resonate with
her personal style. Recognizing a broader need for more diverse and
representative collegiate wear, she envisioned creating designs that would
appeal to students at Historically Black Colleges and Universities (HBCUs).
This insight laid the foundation for her future venture.
Founding Tones of Melanin
In 2017, leveraging her background in graphic design and
marketing, Ashley established Tones of Melanin. The brand aimed to blend
streetwear aesthetics with collegiate themes, offering apparel that
authentically represented HBCU culture. Starting with simple t-shirts, the line
quickly expanded to include windbreakers, hoodies, hats, and more, all designed
to reflect the vibrant spirit of HBCUs.
Securing Licensing Agreements
Understanding the importance of authenticity and
representation, Ashley pursued and secured licensing deals with over 40 HBCUs
and historically black fraternities and sororities. These agreements ensured
that her designs were officially recognized and allowed her to incorporate
official logos and symbols into the apparel, strengthening the brand's
connection to the institutions it represented.
Expanding Retail Presence
Tones of Melanin's unique offerings caught the attention of
major retailers. The brand's products became available in Fanatics, Belk
department stores, Dick's Sporting Goods, and 18 HBCU bookstores. This
expansion not only increased the brand's visibility but also made it more
accessible to a wider audience, further promoting HBCU culture.
Financial Growth and Sales Milestones
Since its inception, Tones of Melanin achieved significant
financial milestones. By 2022, the company reported lifetime sales of $3.3
million, with $1.4 million generated in the preceding 12 months. A substantial
portion of these sales, approximately 75%, came from retail partnerships, while
the remaining 25% was through eCommerce channels.
Shark Tank Appearance
In May 2023, Ashley presented Tones of Melanin on the ABC
reality show "Shark Tank," seeking a $300,000 investment for a 5%
equity stake. Her pitch highlighted the brand's mission, growth, and potential.
The Sharks were impressed by her drive and the company's achievements, leading
to a deal with Mark Cuban, who offered $300,000 for a 12% equity stake.
Post-Shark Tank Developments
Following the "Shark Tank" appearance, Tones of
Melanin experienced a surge in demand. The increased exposure led to higher
sales and expanded brand recognition. Ashley focused on scaling operations to
meet the growing demand, including setting up third-party logistics to
streamline distribution.
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Commitment to Giving Back
Beyond business growth, Ashley remained committed to
supporting the HBCU community. To date, Tones of Melanin donated over $50,000
to various HBCU causes, reinforcing the brand's dedication to uplifting and
investing in the institutions that inspired its creation.
Educational Background
Ashley earned her Bachelor of Science in Business
Administration and Management from Norfolk State University in 2015. She
furthered her education by pursuing a Master of Business Administration in
Entrepreneurship/Entrepreneurial Studies at Fayetteville State University,
demonstrating her commitment to continuous learning and business acumen.
Early Entrepreneurial Endeavors
Before founding Tones of Melanin, Ashley honed her skills
through various roles. She served as a Creative Director at BBUB Greek Gifts
and owned "Ashley Designs," where she worked as a graphic designer.
These experiences equipped her with valuable insights into design, marketing,
and business management.
Leadership and Campus Involvement
During her time at Norfolk State University, Ashley was
actively involved in campus life. She held the position of 2nd Vice President
of the Epsilon Theta Chapter of Delta Sigma Theta Sorority, Inc., and worked as
a Graduate Research Assistant. These roles showcased her leadership abilities
and dedication to her community.
Vision for the Future
Ashley envisions Tones of Melanin as more than just a
clothing brand. She aims to create a hub for "all things HBCU,"
fostering a sense of pride and unity among HBCU students and alumni. Her goal
is to inspire the next generation to attend HBCUs and celebrate their rich
heritage.
Overcoming Challenges
Throughout her entrepreneurial journey, Ashley faced
challenges such as managing inventory, scaling operations, and securing
funding. Her resilience and strategic approach enabled her to navigate these
obstacles, turning potential setbacks into opportunities for growth.
Personal Motivation
Ashley's drive stems from her personal experiences and
family background. Growing up, she witnessed her grandparents run one of the
first African American beauty supply businesses in their area. These early
exposures to entrepreneurship instilled in her a passion for business and a
desire to make a meaningful impact.
Legacy and Impact
Through Tones of Melanin, Ashley Jones not only transformed
collegiate apparel but also made a lasting impact on the HBCU community. Her
dedication to representation, quality, and giving back set a standard for
future entrepreneurs aiming to blend business success with community
empowerment.
Timeline for story
2015 – Graduates with a B.S. in Business Administration from
Norfolk State University.
2017 – Founds Tones of Melanin, blending streetwear with
HBCU themes.
2022 – Reports lifetime sales of $3.3 million, with $1.4
million in the past year.
May 2023 – Appears on Shark Tank and secures a $300,000 deal
with Mark Cuban.
2023 – Expands retail presence in major stores and HBCU
bookstores.
2023 – Donates over $50,000 to HBCU causes.
2024 – Focuses on scaling operations and growing brand
recognition
