NORFOLK, VIRGINIA: In the realm of fashion, the power of clothing goes beyond mere aesthetics. It becomes a means of self-expression, a celebration of culture, and a statement of unity. Tones of Melanin, a dynamic apparel brand, has emerged as a trailblazer in catering to the vibrant HBCU (Historically Black Colleges and Universities) community, infusing style with pride and representation. Founded by the visionary Ashley Jones in 2017, Tones of Melanin has swiftly risen to prominence, capturing the hearts and wardrobes of HBCU students and alumni alike. The brand's mission is clear: to fill the gap in the fashion industry and provide stylish clothing specifically tailored for the HBCU community.
On May 19, 2023, Ashley stepped onto the national stage, making a memorable appearance on 'Shark Tank' Season 14 Episode 22. With Tones of Melanin, and recognizing the need for authentic representation and a platform that celebrates HBCU pride, she set out to create a clothing line that embodies the essence of HBCU. Let us delve deeper into the world of Tones of Melanin, exploring the founder's inspiring journey.
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What is Tones of Melanin?
Step into the world of Tones of Melanin, a vibrant and trailblazing apparel brand that proudly represents the spirit of HBCUs. Uniquely crafted by a visionary HBCU graduate, this brand stands as a testament to the power and creativity of women entrepreneurs. At Tones of Melanin, they go beyond mere fashion, curating a collection that exudes pride and celebrates the rich tapestry of the HBCU community. With an impressive range of bags, bottoms, outerwear, skirts, and much more, they offer a diverse selection that caters to both men and women. Every stitch and design detail is thoughtfully executed, with a focus on ensuring that HBCU individuals feel not only comfortable but also undeniably stylish. Affordability meets quality at Tones of Melanin too, where their products span a price range of $20 to $100. So, whether you're a student or a proud supporter of HBCUs, there's something for everyone to embrace and showcase their HBCU pride.
But Tones of Melanin doesn't stop at fashion. They're on a mission to amplify the importance of HBCUs, using their clothing as a catalyst for raising awareness. With an impressive repertoire of 33 HBCU licenses, they proudly represent and honor these institutions, shedding light on their contributions to education and society as a whole. Moreover, Tones of Melanin is committed to making a difference in the lives of HBCU students and graduates. They aspire to provide valuable career opportunities, recognizing the immense talent that thrives within the HBCU community. By supporting philanthropic initiatives, this brand empowers individuals to not only look good but also create a positive impact on the world.
Who is the founder of Tones of Melanin?
In the vast realm of creativity and entrepreneurial spirit, one name shines brightly - Ashley Jones. An individual of remarkable talent, she is not only the founder but also the esteemed CEO of Tones of Melanin. Ashley's journey as a graphic designer began at the tender age of 13 when her innate artistic abilities captivated the attention of those around her. With an unwavering determination, she delved into the world of design, honing her skills with each passing year. A first-generation college graduate hailing from the vibrant city of Norfolk, Virginia, Ashley's pursuit of higher education seamlessly intertwined with her entrepreneurial aspirations. From 2011 to 2015, she immersed herself in the transformative college experience, fueling her passion for design while expanding her horizons.
As fate would have it, her journey was not solely confined to the realm of graphic design but also encompassed the captivating domains of creative directing and marketing. Ashley's multifaceted background endowed her with a holistic perspective and a profound understanding of the power of visual communication. In the annals of 2021, Ashley proudly unveiled her latest accomplishment - a sprawling 2,400 square feet warehouse nestled in the vibrant heart of Virginia Beach. However, the genesis of Tones of Melanin was humble yet deeply meaningful.
It was in 2017 that Ashley embarked on her entrepreneurial odyssey, choosing a modest bookstore as the birthplace of her enterprise. With a fervent desire to raise awareness and foster a sense of community within HBCUs, she curated a collection of clothing imbued with rich symbolism and cultural significance. This initial foray marked the inception of a movement, igniting a spark of inspiration that would soon set ablaze the hearts and minds of individuals seeking representation, empowerment, and cultural pride.
How can you buy Tones of Melanin?
Just a few months after its launch, the brand quickly became popular and began selling its products on well-known platforms like Fanatics, Belk, and Dick's Sporting Goods. In 2021, the Lincoln University athletic department formed a partnership with the brand. Additionally, the brand's products can now be found in approximately 18 HBCU Follett bookstores across the country. Customers also have the convenience of shopping directly from the brand's website. Tones of Melanin positions itself as an accessible brand with products priced between $20 and $100, which is crucial for attracting students and supporters. The website showcases various standout products:
Hoodies: These hoodies are essential pieces in any wardrobe, featuring bold designs and messages that raise awareness about HBCU pride.
T-shirts: The T-shirts come in a range of colors and designs, offering options for both casual and semi-formal wear.
Hats: The hats come in different styles, from snapbacks to beanies, proudly displaying the wearer's HBCU pride.
Bags: The bags are available in various sizes and types, including backpacks and tote bags, combining style and functionality for students and alumni alike.
An outstanding aspect of Tones of Melanin's design is its dedication to recognizing and supporting HBCUs. The products incorporate school colors, mascots, and slogans to promote HBCU heritage. In addition to being stylish and functional, the brand's apparel and accessories raise awareness about the significance and legacy of HBCUs.
Where is Tones of Melanin now?
Tones of Melanin, a licensed brand owned by a Black woman, has gained popularity in the Black community. It is now valued at around $2.5 million. In 2020, the HBCU community received a total of $270.8 million in private gifts and contributions. Ashley's brand took advantage of this strong support network. Tones of Melanin focuses on making its products affordable, with prices ranging from $20 to $100. This strategy is important in attracting students and supporters.
The brand has also partnered with Fanatics, a leading sports merchandise company, to expand its distribution on a larger scale. Tones of Melanin relies on HBCU Follett Bookstores as a crucial part of its distribution network. These bookstores often collaborate with Historically Black Colleges and Universities (HBCUs), and Tones of Melanin has successfully tapped into this market. Through this partnership, the brand is able to directly reach its main customer base of HBCU students and alumni.
Who will steal the deal?
During the Season 14 Finale of 'Shark Tank,' the founder of Tones of Melanin presented her special clothing brand to the panel of investors aka Sharks. With confidence, she explained how every clothing item sold would contribute a portion of the proceeds to HBCUs that were featured by the brand. It's not every day that you come across a brand that not only celebrates and honors one's cultural heritage but also actively supports the educational institutions that hold great importance within the community. As the founder pitched her business, the Sharks became intrigued by the brand's potential for growth and success.
It was evident that they were impressed by the founder's drive and ability to tap into a specific market niche. They recognized the significance and power of showcasing diverse skin tones, particularly those rich in melanin, in the realms of fashion and beauty. Previous success stories on Shark Tank involving similar concepts had demonstrated the demand and impact of such representation. With this in mind, it's quite possible that all the Sharks were eager to secure a piece of this unique and promising opportunity.
'Shark Tank' Season 14 Episode 22 premieres on May 19, 2023, at 8 pm ET/PT on ABC. Catch the latest episode featuring products including Tucky Belt, Eye Wris, and Influencers In The Wild. You can catch the latest episodes of 'Shark Tank' Season 14 on demand or on Hulu the next day after they air on ABC. You can also stream old seasons and episodes on Amazon Prime Video and iTunes.
