Stories

May 19, 2025

SHARE:

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

Related Articles

Image Source: Jonathan Sanchez

Uncategorized

Learning From His Single Mom, Parent Portfolio Co-Founder Jonathan Sanchez Realizes Financial Independence at 37

Now living a financially-stable life, the couple founders of Parent Portfolio, a website that serves families to make progress with their money and helps the younger generations become financially wise, teaches their kids lessons towards a successful life.

Born to a financially precarious environment, Jonathan Sanchez was reared with a thrifty outlook by his single mom, which made him yearn for financial stability.

Sharing the same financial sentiments, or even more, with his mother made him believe that if he would be able to get a degree and land a well-paid career, he would be freed from all his money issues.

However, he then realized that his mindset was not as easy as it seemed as, despite achieving a profession together with his wife, Jacqueline Sanchez, their incomes were just enough for their family’s essential needs. 

The Sanchez couple’s life turned 360 degrees after realizing a $1 million net asset by being economical, able to save, doing part-time jobs, and venturing into real estate.

At 37, Jonathan realized his long-dreamed financial independence and stability. In 2020, he decided to share this with other people by co-founding the Parent Portfolio with his wife.

Aside from helping other people, the couple is also bound in educating their kids with the following five valuable tips they shared on CNBC: 

  1. Always rethink one-time purchases. Living within the means and spending efficiently only on what is needed; 
  2. Budgeting gives you more freedom. Planning your budget is financial freedom which benefits you over and over again; 
  3. Don’t let social media influence your spending. Do not be pressured by what you see in the public network and discipline yourself in using gadgets; 
  4. Know where the money comes in, and where it goes out. The couple exposes their children to their income resources, introduces them to the “real world” and even shows diagrams on how to deal with the people and offices they transact with; and, 
  5. Start saving early, and don’t expect to get rich overnight. Learning from the fable of The Tortoise and The Hare, the couple teaches their children of being wise and patient.

“For now, your mother and I are responsible for providing for your needs and wants. A bank is a safe place to put your money because it allows the funds to grow over time. And when you’re old enough, you can use that money for your own goals,” Jonathan tells his children.

Image Source: Las Vegas Review Journal

Uncategorized

Patricia Lee Sculpts History as First Black Asian American To Succeed Seat F In Nevada Supreme Court

Following her victory over the other two candidates, Patricia Lee made history by becoming the first Black and Asian American attorney to hold the vacant Department F seat on the Nevada Supreme Court.

Lee was chosen by Gov. Sisolak from among the candidates put out by the state Judicial Selection Committee to take the place of Justice Abbi Silver, who resigned from her position due to “unexpected circumstances” and a desire to spend enough time with her family.

Being an attorney in Las Vegas, Lee contended with Washoe County District Judge Scott Freeman and Clark County District Judge Tierra Jones.

The Reno Gazette-Journal cited Sisolak saying, “I am thrilled and honored to appoint Patricia to serve on the Nevada Supreme Court. The breadth and depth of her skill set, as well as her personal and professional experience, make her an excellent addition to the State’s highest court.”

Lee will begin serving her term in January 2025 and must run for reelection in two years in order to preserve her position.

Lee’s mother, a native South Korean, and father, an African-American soldier, brought her up in South Korea. She majored in psychology and communications at the University of Southern California, where she also participated in the Black Students’ Union and had her first political experience.

She started working at Hutchison & Steffan in 2003, concentrating on family law, trademark law, medical claims billing, and business and commercial disputes. She later joined the firm as a partner.

Lee is a skilled attorney with a history of being chosen as the chair of the Nevada Crime Commission by the then-Gov. Jim Gibbons, a volunteer with the Children’s Attorney Project in Las Vegas who advocates for abused and abandoned children, has handled pro bono cases at the Legal Aid Center of Southern Nevada.

Nonetheless, Lee is not just a dedicated lawyer but also a devoted family woman being a mother to Brianna and Devin, and a wife to Ronnie.

Image Source: South China Morning Post

Uncategorized

Bankrupt Chinese Restaurant Owner Bounces Back To Pay $6.4 Million Debt Through Sausage-Selling

“We are born with nothing. Why be scared of starting all over again?” says Chinese Tang Jian after starting up a street food stall in Hangzhou, China following his business bankruptcy which left him with $6.4 million.

At 52, the former millionaire Chinese restaurant proprietor is positive of earning funds to pay his multi-million debt by selling barbecued sausages.

Thus, his optimism put netizens in awe as a person, who despite losing his 16-year-old business venture and everything he had because of the unsuccessful investment in the landscape engineering industry, is still hopeful of being able to recover from the downfall.

Tang was once a successful businessman starting at the age of 36. However, because of the fruitless outlay, he was compelled to sell everything he founded through his business including his restaurants, homes, and cars.

Still unable to pay his debts in full, Tang decided to put up the small-time sausage-selling business.

Tang proudly exclaimed that “Every sausage is genuinely filled with meat, and there is no starch in it. When compared with those sold in amusement parks or markets, ours will make you feel safer,” as quoted in South China Morning Post.

Upon knowing that his story trended in social media, Tang explained that it was because all of us face our own challenges in life, however, we must always have that strong spirit of winning each battle. 

He also said that he is really determined to settle his debts although still uncertain when it would be.

Tang shared that bravery is a key to overcoming hardships and going on in life and that we should always seek strength, especially during hard times.

Uncategorized

Virginia Embraces Diversity and Korean Culture, Celebrates First Kimchi Day

Being home to one of the biggest Korean communities in the nation, Virginia had its first-ever Kimchi Day on November 22, through the Korean American Women’s Association.

Held at the Good Shepherd Evangelical Church in  Springfield, the festivity was materialized especially for this motive: acknowledge kimchi as a nonnative dish in Virginia which is specially imported for the increasing number of Korean American citizens in the country. It also reflects how the state has embraced diversity.

During the celebration, roughly 150 people of different colors converged to make their own kimchi, following the traditional and neat process of kimchi preparation. 

Originally, families and acquaintances converge to happily prepare the ingredients, store them in jars, and place them underground for fermentation producing a savory, piquant, and sugary kimchi. This is done every November, a month after harvesting cabbage.

On the other hand, it was officially moved to be celebrated in January through Irene Shin (D), the foremost Korean American servant in the House of Delegates, who acquired two-way support for her proposition.

For Koreans, kimchi is beyond being a cuisine. It narrates Korea’s past, its folks’ tenacity, and its landscape which Koreans are more than proud of. Kimchi is a celebration of family and blessings.

Northern Virginia and Annandale seem to be “Korea Towns” as Korean establishments like diners, worship places, food markets, bakeries, and beauty shops in Hangul inscriptions are all over. The state and Korea have found strong connections with each other that Fairfax County Economic Development Authority can even be found in the latter’s capital.

A Korean American mentioned how Kimchi Day appreciates the essence of exporting not only the product but of Korean culture; a manifestation of how the US whole-heartedly accepted acculturation.