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 Ken Chan Facebook

Uncategorized

Pandemic Turns Filipino Actor Ken Chan Into A Serial Entrepreneur

Ken Chan, a 29-year-old Filipino actor, proves that the pandemic has not only caused bad things but has also brought good fortune to some, being a celebrity-turned-entrepreneur after losing his job during the crisis.

Ken swiftly expanded his franchised iFuel gas station with 10 branches in different parts of the country in just a year. He also opened Cafè Claus, a Christmas-themed café, which has extended into three branches around Metro Manila, Philippines.

Nonetheless, he also braved the wellness industry with his Aromagicare Luxury Massage Chair. He mentioned that his triumph is also because of saving and spending wisely. 

Ken said he had taken to heart the financial lesson his parents had taught him wherein he learned not to overspend on himself.

During his recent interview, Ken said that he takes pride in the fact that he rarely makes purchases for himself and even makes the most of his cars while they are still roadworthy.

The actor realized during the pandemic that artists should secure their fallback in case they lose their jobs in the industry.

Image Source: Koury Angelo / Forbes

Uncategorized

Rejections Didn’t Stop Kinside CEO Shadiah Sigala To Reach A Stellar Entrepreneurial Career

Shadiah Sigala co-founded HoneyBook, a $2 billion financial management software platform for small businesses, motivated by her ability to negotiate uncertainty while gathering information and making decisions.

When Shadiah was a child, her Mexican mother together with her two siblings moved to southern California. Despite most of her family members being unable to attend college, she was an honor student whose lifelong ambition was to acquire the greatest degree of education.

Shadia attended Pomona College for Latin American Studies and Harvard Kennedy School for public policy. As a result, she established a strategy for reaching goals she wasn’t sure about.

Before becoming an accomplished millennial, she finished her master’s degree and became the highest-earning member of their family as a project manager at Aetna, a health insurance company, where she learned about entrepreneurship, realized she is a “builder,” and thought starting her own company was the best option.

However, Shadia realized that she wouldn’t be happy there since she wouldn’t be valued. Shadia ultimately started a personal chef business in 2010, using her Pomona College alumni network to find well-off grads who wanted someone to cook for them.

In 2012, another realization occurred to her that cooking wasn’t for her. Shadiah then decided to move with her then-husband to San Francisco and found tech. She arranged informative interviews with everyone in the sector and learned that the problem she wanted to tackle was one she’d experienced as a business owner: no effective method to handle backend logistics like emails, payments, and bills.

With the three Israeli business people who have a similar concern as hers, they decided to digitize all these tedious procedures that micro small firms must complete to free them up to genuinely focus on doing what they love.

Using that concept, Shadia established HoneyBook in 2013 and worked there for five years according to CNBC.

As her most recent business, Shadia co-founded Kinside in 2018, a child-care marketplace that is available to employees that offers new parents a centralized location to look for daycare in their neighborhood, which has reached over $16 million, according to Crunchbase. 

Letting fear and excitement be one’s guide and being open-minded is what Shadia advises to other aspirants. According to her, opportunities that “feel like they are beyond your pay grade” are exactly how stellar is made.

Image Source Artbound

Uncategorized

ARTBOUND Features Giant Robot’s Asian-American Pop Culture Influence In Its Latest Episode

Highlighting the impact of the Asian-American pop culture publication Giant Robot, the debut of the latest episode entitled “Giant Robot: Asian Pop Culture and Beyond” was finally aired last October 26 in the acclaimed arts and culture series ARTBOUND on KCET.

The episode showed Giant Robot’s examination of Sawtelle Boulevard as a Japanese-American neighborhood, sparking interest in Asian and Asian-American popular culture which resulted to a long line of Asian American artists who won recognition on a global scale. 

Established in 1994, Giant Robot was a bimonthly journal that focused on Asian popular culture that soon included works by Asian-American artists including David Choe and James Jean.

Eric Nakamura began publishing Giant Robot as a digest-sized zine. The piece covered a variety of subjects, including trendy Asian American independent filmmakers, Japanese punk rock, and contemporary Hong Kong films. National media sources including the New York Times, Wired, and LA Weekly published the story.

In 2001, Nakamura opened his first store named “Giant Robot Store” in Sawtelle Japantown and expanded in 2003.

Giant Robot co-founder, Martin Wong edited all 68 issues of the glossy magazine on Asian, Asian-American, and new hybrid culture from 1994 to 2010, when it was still a punk zine. His wife Wendy Lau served as Giant Robot’s graphic designer beginning with issue 18. Even today, Martin continues to publish zines and contribute to them.

The popular weekly television program and online site ARTBOUND captures the essence of California’s expanding arts and cultural scene and investigates how it is transforming the state into the world’s creative capital. 

The KCET Original series investigates and clarifies contemporary cultural challenges, offering insightful in-depth study of how the arts and culture impact society.

Image Source: Julie’s Bakeshop

Uncategorized

Dreams Set No Limits To 50-Year-Old Who Started A Bakeshop Now The Philippines’ Most Famous Brand

“In a way, I was poor. I was hungry, maybe not for food but for self-achievement. I thought there must be something more I can do than just being a housewife. I was very determined to succeed, in whatever came my way,” thus said Julie Gandionco as quoted by the Inquirer, the Philippines’ local newspaper.

In January 1981, then-50-year-old Julia Gandionco opened Julie’s Bakeshop to satisfy her thirst for proving that she is more than a housewife.

Julie’s Bakeshop gloriously celebrates being one of the Philippines’ largest bakery chains with more than 500 branches all over the country, which can be traced back to Mandaue City on the Island of Cebu as its place of origin.

In the 1970s, Julie was a canteen concessionaire at a rattan company, and subsequently became a manager of its sister company. She also opened another canteen a year later.

Having these three canteens being managed, she felt the rising demand for bread which made her take the chance of opening a bakeshop, despite having zero knowledge of baking.

Julie stressed that her bakeshop exists because of “a growing need for bread products and a strong trust in God,” and that she desires to encourage and uplift other mothers to dream big and strive for their goals.