Jelyca Villanueva Turns Passion for Color into a Purposeful Business - AHN Media Group

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May 19, 2025

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Being a female entrepreneur isn’t easy. Jelyca Villanueva is a mother of two, a wife, a certified personal color and image consultant, and the founder of Timeless Tones & Co. While juggling a range of responsibilities, one of her core priorities has always been helping others discover the power of color—not just to enhance their wardrobes, but to express themselves and reflect the unique tones of their lifestyles.

Her studio, Timeless Tones & Co., is more than just a color consulting brand—it offers an experience where clients feel truly seen.

Coming from a professional background in corporate environments, Jelyca brings a unique combination of analytical precision and sensory intuition to her work. She is known for her personalized approach that blends science, aesthetics, and cultural celebration.

jelyca-villanueva
Jelyca Villanueva | Founder of Timeless Tones & Co. 

From Curiosity to Passion

All passion begins with a simple question, and Jelyca’s interest is no exception. “It really started with curiosity. I’ve always loved the way color can completely transform how someone feels,” she shares.

That curiosity soon unfolded into a world of colors—where she was captivated not only through science, but also the cultural richness embedded in various systems, from Korean and Japanese frameworks to Western methodologies. “Once I learned about the science and cultural depth behind personal color analysis, I was hooked. I wanted to create a space where people could experience that same ‘aha’ moment—where everything just clicks and they feel seen.”

Realizing the transformative power of discovering one’s personal color palette, Jelyca decided to turn her passion into a professional journey. Timeless Tones & Co. came to life as a call for everyone to step into a world where color is more than just aesthetics—it’s a bridge to self-acceptance, cultural pride, and everyday confidence.

A Global, Tailored Approach to Color

As she immersed herself in advanced training—including professional certification under CPLUS3 Academy, where she studied Korean, Japanese, and American color systems—Jelyca developed a deep understanding of global color theories. She also trained under Francesca Cairns in the UK and received professional training in the Cocory colorimeter, a scientific tool widely trusted in Korea.

Currently, she is also expanding her expertise through certification in Colors in Nature: Wedding Colors by Leatrice Eiseman, further deepening her understanding of color harmony and seasonal palettes.

Determined to bring this knowledge home, she became San Diego’s first and only provider offering a multi-system approach—merging the best of Korean, Japanese, UK, and American frameworks to deliver deeply personalized results.

As a mother, her mission became even more personal. She aspired to create a business that embodied cultural pride, creativity, and empowerment. “There’s nothing better than seeing someone light up when they find the shades that make them feel confident and radiant,” she proudly shares.

Timeless Tones & Co.

Building a Business from Scratch

Working a stable office job while minding her own business at the same time was no easy task. “Shifting my mindset from structured systems to building something entirely my own was tough,” Jelyca reflects on this life-changing leap. However, it was this bold move that helped her develop the flexibility and creativity that would become the cornerstone of her entrepreneurial journey.

Adding to the challenge was the fact that personal color analysis was still a novel concept in San Diego. This meant Jelyca had to exercise patience, taking time to educate her clients while staying grounded in her belief in the value of her work. Through persistence and unwavering dedication to her craft, she gradually earned the community’s trust. With each session, her clients not only discovered colors that enhanced their features but also gained newfound confidence and a deeper understanding of themselves—solidifying the mission of Timeless Tones & Co. and highlighting the profound impact of her work.

Jelyca and her clients.

Connect with Jelyca Villanueva – Timeless Tones & Co.

Website: timelesstonesandco.com

IG: @timelesstones.andco

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It has also secured $100 million in debt financing and has raised $39 million in equity since its launch.

The newly acquired funds will be put to use by the corporation in the form of product line expansion, which may include the provision of mortgages and automobile loans. 

Kristy Kim founded TomoCredit in 2019 to help international students get credit. Three and a half years later, the fintech no longer focuses just on immigrants but is now also eyeing domestic students and SMBs that want to “build credit fast”. They received 2.5 million applications over time.

TomoCredit provides users credit limits of up to $30,000. It earns revenue from merchant interchange fees, not consumers. It doesn’t require a credit check, a deposit, or an APR.

According to TechCrunch, the firm doesn’t use FICO scores to underwrite, unlike many other credit offerings. Tomo Score, a “proprietary” underwriting algorithm, identifies “high potential borrowers” without credit scores. 

“Our customers are not in financial trouble…Once you identify them and give them a card, they spend a lot and don’t default. Our performance has been great and that gave us and our investors the confidence to scale.” Kim told TechCrunch.

Morgan Stanley’s Next Level Fund and Mastercard participated in the equity portion of the deal including GoldHouse, Asian Hustle Network, and Hyphen Capital, while Silicon Valley Bank provided the debt.

Alice Vilma co-manages Morgan Stanley’s Next Level Fund, which invests in early-stage innovation and tech-enabled enterprises with women or diverse founding teams, said that she was amazed by Kim’s ability to recognize a need as a young female immigrant and create a financial product.

“As a first-generation South Korean immigrant, I wanted to help immigrant communities to reach their American Dream faster with TomoCredit,” Kim told TechCrunch. “It has been wonderful to partner with minority-focused funds who truly understand Tomo’s mission.”

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“My dad left our family for another woman when I was around 6 years old”

You might have heard a tale similar to this one here and there, but for every family who is now going through this — it feels like the beginning of the end. 

What more if your father left your family when you were young and just beginning a new life in a foreign place?

Nevertheless, it is utterly devastating that some even end up questioning themselves, “what have I done wrong or what should I have done right?” But eventually, you’ll come to the conclusion that you should just accept it, keep a positive attitude and figure out how to go on living your life without a father figure.

But what if one day your father knocks on your door and asks if he could come back to your family’s life?

Here’s Ai Nguyen, A Life and Business Breakthrough Coach, who shares a powerful story through her voice and experience of her 80-year-old dad.

The Crucial Memory

Last week, I celebrated my dad’s 80th birthday.  It was a deeply healing experience for me. Many of you don’t know this, but my dad left our family for another woman when I was around 6 years old, about a year after we had immigrated from Vietnam over to America. Here we are in a strange new country, and then he left us.

One of the last memories I had at that time was that he took me to the bus stop in the morning for school and told me that he was leaving the family and wasn’t coming back. That was it. I came home from school and he was gone.

For decades, I had blocked out this CRUCIAL memory of the bus stop day. It was brought out again during a healing hypnosis session I had last year. While growing up, he would come and visit our family from Guam every few years to attend any huge celebrations such as family weddings. 

Here we are in a strange new country, and then he left us.

-Ai nguyen

The Comeback

But then, about 18 years ago, he asked us if he could come back because he was struggling with his business. He was basically going to be homeless if we didn’t take him in.

This was such a stressful time in my life because we had to learn to build a life without him fully being there and then we had to also learn to accept him as he came back. Long story short, when he came back, even though he stayed, he had lost his power in the family.

We weren’t interested in what he had to say. I wasn’t interested in his opinions. Because, honestly, he lost our respect when he left the family. So, we had never celebrated his birthday.   

My dad had to learn how to make peace with himself. He practiced Buddhism, spirituality, and yoga to calm his internal state.

Long story short, when he came back, even though he stayed, he had lost his power in the family.

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The Celebration of Birthday and Healing

Fast forward to last week, his birthday party, my husband Dave and I flew back to St. Louis, Missouri to celebrate this with my family. My dad has been asking the family for the past year to do a party for him. He had an inkling that he would die soon and it was important for him to experience this. And so we made tons of food and brought the whole family together.

And there was a moment where I caught him feeling super happy, in front of the colorful walls, getting photos taken by me. Like a child’s smile when they are being acknowledged and celebrated. I caught it in the moment and in the photos.  

Ai’s father all smiles for his 80th birthday

And all of a sudden..

A deep level of compassion and forgiveness fell into my body.

(As I am writing this, I am CRYING. Nose dripping, wiping my shirt all over my face type of crying)

I suddenly realized that this man is 80 years old. And now he’s finally being celebrated. My heart felt the pain of living in a body for 80 years and not experiencing the greatest, most loving moments in life.  

I felt compassion for the pain of him having to forgive himself for his mistakes. I felt compassion for him, probably realizing he could have done more in his lifetime, but he didn’t get to do so. I felt compassion for him for having to release guilt, shame, and resentment over the years. Because death is near, and he simply wants to be acknowledged.

At that moment, I saw the inner child in him; the child who just wants more praise, love, and attention on this special day. And I wish if I had been quicker in my realization, that I had taken more pictures, to make him laugh, and make it even more of a special day for him. 

(A moment of regret showed up for me)

I suddenly realized that this man is 80 years old. And now he’s finally being celebrated. My heart felt the pain of living in a body for 80 years and not experiencing the greatest, most loving moments in life.  

-ai nguyen

This was the level of compassion that I had prayed for, and I wasn’t ready to fully receive it for many years until I participated in this birthday party.

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Your Life and Business Breakthrough Coach

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Be a risk-taker

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Adapt to the times

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