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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