“I knew I didn’t just want a salon and a spa. I wanted an empire.” – Treacha Reid, Founder and CEO of Shades of Elegance Salon & Spa
For more than 25 years, Treacha Reid has dedicated herself to building Shades of Elegance. Offering a comprehensive range of salon and spa services, Treacha Reid, a trained Trichologist, stresses the importance of personalised beauty solutions. “It’s not one size fits all,” she explains. “We customise our services to suit the unique needs of every client, offering an inside-out transformation for those seeking true self-care.”
The journey began with $32,500 worth of products and equipment obtained on credit and a makeshift salon on her mother’s veranda. From then, Treacha’s vision was clear: to create a premier Caribbean salon that defies traditional beauty standards. However, the road to success was fraught with challenges.
“I started paying $1,000 per month for a space that was less than ideal,” Treacha recalls. “The floor was covered in linoleum, flies swarmed the area, and the place was just not up to the standard I wanted. I felt embarrassed when clients commented on the leaking roof during rainy days. I knew I couldn’t stay there; that wasn’t my dream.”
Determined to elevate her business, Treacha took a significant risk by relocating to a prime property in Old Harbour town, paying $15,000 monthly in rent, a figure that shocked even her mother. “She had never seen that amount, let alone thought it was possible for me to pay,” Treacha admits. Nonetheless, she relied on faith and instinct, confident that this bold move was necessary to grow Shades of Elegance.
Today, over 20 years later, Shades of Elegance operates from its permanent location at 36A South Street, Old Harbour, owning the complex outright, powered by solar energy, and staffed by a dedicated team that embodies Treacha’s vision of the business as a shared enterprise. “Every person who works here owns part of the business,” she explains. “That ownership mentality is essential for growth.”
The pandemic brought unexpected hurdles, forcing tough decisions such as closing a second location in Kingston. Yet, it was also a turning point. The shift to online learning for her daughter reduced household expenses, enabling Treacha to seize the opportunity to purchase her property, a dream she had emphasised as a beneficiary of the Jamaica Business Development Corporation’s (JBDC) 2019 Accelerator Programme.
Armed with lessons, Treacha embarked on the transformation of her business. “The JBDC Accelerator Programme has been a mind changing experience. It has opened up my eyes to so many things that I’ve been doing wrong in my operation. I now understand my numbers, how to read my financials, knowing which services are profitable and the ones that aren’t”, she said.
In January 2025, she emerged winner of the Ministry of Industry, Investment & Commerce (MIIC) MSME Business Roadshow in St. Catherine. The prize money gave the boost she needed to continue along her growth path.
PASSING ON A LEGACY
With her daughter, Imauni Huie, recently graduated with a Bachelor’s Degree in Marketing and Business Administration from the University of Technology, Treacha began preparing the next leader of Shades of Elegance. Although Imauni once envisioned a corporate career, she has embraced her role within the family business, merging her academic expertise with the salon’s established foundation.
“Imauni manages our social media and marketing efforts,” Treacha shares. “She’s also training in services such as chemical hair relaxing and makeup artistry. She has breathed new life into the brand and attracted fresh clientele from both Old Harbour and beyond.”
Imauni reflects on her evolving relationship with the business and customers. “It never felt like a burden because I’m passionate about the beauty industry,” she says. “My university training has given us the tools to push the business forward, particularly through better marketing and brand identity. I even collaborate with other marketing professionals to help develop new strategies.”
Treacha remains firm on the standards her daughter must meet. “She needs to think like a CEO, not just an employee. This business is hers. If I’m gone tomorrow, the legacy continues. She understands the sacrifices it takes.”
As the Things Jamaican™ Fambili Legacy campaign shines a spotlight on family-owned businesses, Shades of Elegance stands as a true representation of the Jamaican businesses keeping it in the family ‘from yaad bonds, to yaad brands’.
Family-owned businesses constitute a significant percentage of Jamaica’s Micro, Small and Medium-sized (MSME) sector, accounting for upwards of 70% of employment and Gross Domestic Product (GDP) contributions. These businesses are vehicles for intergenerational wealth, social mobility, and community.
Through its retail brand, Things Jamaican™, the Jamaica Business Development Corporation (JBDC) is providing market access for more than 400 local producers of authentic Jamaican products, many of which are family-owned.
Learn more about the ‘Fambili’ Legacy promotion at www.thingsjamaicanshopping.com or start your entrepreneurial journey ‘From Concept to Market’ at www.jbdc.net.
