DIARY directory recently caught up with Ateh Jewel, founder of beauty and lifestyle blog Jewel Tones Beauty, which was founded after Ateh felt unrepresented and neglected among the isles of many beauty halls. The site specialises in make-up, hair, skincare and wellbeing for women with darker skin tones with the aim to enable woman around the world to feel beautiful, empowered, playful, creative, balance, peaceful and full of positivity through the medium of beauty. Ateh also offers an Industry Insight section on her blog where she has interviewed the likes of Charlotte Tilbury. 

UK beauty & lifestyle blogger and beauty journalist

We Are Thirty Plus Awards Judges

Specialises in beauty for darker skin tones

Listed in DIARY directory in the digital influencers subsection, along with 1000+ categorised influencers for PRs to work with, Ateh provides insight on how the beauty industry has changed in regards to catering to darker skin tones; why Facebook works for her; and where she thinks print will be in five years. 

You focus on products for darker skin tones, since you started have brands improved in this area?

Things are a lot better than when I started in the industry. Many major brands had very limited shade offering sometimes only 6 shades with no deeper skin tones. Brands like Estée Lauder, YSL, Lancôme‎ and Laura Mercier have really stepped up their game. However, there is still a way to go, as I still struggle to find my perfect finish and shade and often mix 2-3 foundations to create my perfect dewy finish and correct shade.

What areas within the industry still need to be worked on?

I’m such a huge make up fan and have always been that’s why I get so disappointed when a new foundation launches and there is literally nothing for me. Sometimes I’m told darker colours will be coming later on, which just makes me feel why are darker skin tones treated like second-class citizens? I look forward to the day when I can have the same choices that my fairer skin toned friends have. It seems ridiculous in 2016 to be treated and feel like this.

You’ve just hit 20,000 followers on Facebook, why do you think it has worked best for you over other social platforms?

I love social media it’s an amazing chance to create your own global shop window to show the world what you’re all about and the issues you care about. I think Facebook is a very universal space, as teens, young mums and silver surfers all feel very connected to Facebook. I think some people can find Snapchat and Instagram a bit alien and only for millennials - perhaps that’s why Facebook has had great engagement for me and Jewel Tones Beauty.

 
Do you have any professional help for your blog?

I have a digital agency www.couturecommunications.com so we do everything in house with my team.

"I think there will always be a place for print and intelligent journalism and titles but ask yourself when was the last time you bought a physical paper? Then ask the same question to a 17 year and it gets interesting..."

Is there more recognition for older influencers in this digital age? Do you still experience ageism in the industry?

I was really proud to be a judge recently for #wearethirtyplus Awards. There is a thriving community of women and men over 30 in the digital age. I’m 38, which is young for most industries but old for the beauty industry. I don't personally feel I experience ageism as long as you have fresh ideas and energy you will always be ok.

You write for print publications, including The Telegraph, where do you think print will be in five years; will digital take over?

People’s habits have changed so much in the 15 years I’ve been a beauty journalist. I think there will always be a place for print and intelligent journalism and titles but ask yourself when was the last time you bought a physical paper? Then ask the same question to a 17 year and it gets interesting...
 

What’s the biggest lesson you’ve learnt in your career?

Trust yourself and listen to your gut and always take risks.


Do you have a rate card? Can you tell us an example of a cost?

I don’t have a rate card. Each project is different. I love what I do and am still delighted that I get paid to do my hobby.

What advice / top tips would you give PRs looking to promote their clients through your blog?

I think really think about the needs of my readers. What do they want, how do they live and how does your products and clients fit into their needs and their lifestyles..

What other bloggers / influencers do you follow and why?

I love Sali Hughes, Ruby Hammer and Caroline Hirons. I love people who are funny and have something to say about the world.

Contact

Ateh Jewel in 'digital influencers'