Elise and Ebony Veal in their store in downtown Antioch.
By Allen Payton
Elise Veal’s dream has come true. She’s an entrepreneur, as the owner of the new Elise Beauty Supply in downtown Antioch.
While studying and earning an Associates Degree in Entrepreneurship from Las Positas College in Livermore, which she completed in 2010, she saw a documentary starring Chris Rock entitled “Good Hair.”
She realized there wasn’t much of a black presence in the beauty industry, as far as owning stores.
“My daughters were going every two weeks to buy hair, because it was synthetic and it would tangle and get matted,” Elise said. “I thought, that’s the business to be in.”
“It was very timely,” she shared. “It helped me focus on my ambition to be independent.”
Then during Christmas, 2009, Elise asked everyone in her home what their purpose was in life, so they could pray about it.
“The person who got my name prayed for me,” Elise said. “I prayed, too and shortly after that I saw the documentary and I knew.”
So, she created a vision board, every year with photos of her goals, including a store, placed on it.
“That helped me,” Elise exclaimed. “At that time I had one penny in my bank account and no job. I prayed and went and wrote my affirmations and the money came.”
“It was the biggest miracle I’d seen in a long time,” she added.
Elise shared about how she wanted to be in the beauty industry since she was a young girl.
“I was always intrigued by beauty,” she shared. “When I was a girl I used to put on my auntie’s wigs. I just wanted to be around beauty. She asked if I wanted to do hair. I said ‘No. Maybe I want to sell it.’”
“I think it’s fun and it’s one industry that gives you the flexibility to express yourself,” Elise continued. “I just knew I couldn’t give up.”
She shared how was she was taught and read has influenced her.
“‘Think and Grow Rich’ is my favorite book,” said Elise. “I can hear my granmother, who read the Bible to me when I was younger. In there are biblical principles. You must believe in that which you are asking for.”
Elise’ daugher Ebony, who has worked in retail, not only works with her mom, she’s on the company’s board of directors as Corporate Secretary.
“I’m happy Mom got into this business so I don’t have to buy cheap hair any more,” she said.
The 100% virgin hair they offer in any and all colors, lasts much longer than two weeks. In fact, it lasts longer then a year.
They offer tape hair, clip in and weft extensions, which makes it easier for stylists to sew it onto someone’s braids. Plus, sulfate-free shampoo, conditioners and hair styling products for all hair types and colors, as well as other beauty supplies such as eyelash extensions, lipstick, mascara and eyeliner. Elise serves both retail and wholesale customers.
Located at 214 G Street, the store is open Tuesday through Friday, 11-7 and Saturdays 11-3. Call them at (925) 206-4981 or visit their website at www.EliseBeautySupply.com and follow them on Facebook and Instagram.