If you’ve ever strolled through Mid-City LA and caught a glimpse of that poppin’ pink building on La Brea, you’ve already been introduced to LA Beauty Club. But behind that vibrant storefront is a powerhouse of a woman: Sheva Ahmadi, the co-founder and force behind LA’s one stop shop for all things hair. This week on The First Gems, we got to sit down with Sheva to hear her story—how she turned frustration into a full-fledged business and how she’s changing the narrative around beauty supply ownership.
Listen to our full interview with Sheva on Apple Podcasts:
From Frustration to Foundation: The Birth of LA Beauty Club
Sheva’s story starts with a moment so many Black women can relate to—walking into a beauty supply store and feeling unwelcome. After being profiled and humiliated in a New York beauty supply store, Sheva had an epiphany:
"We spend way too much money to be treated like this. And it doesn’t have to be this way."
That realization sparked what would eventually become LA Beauty Club—a Black-owned, inclusive beauty supply store that prioritizes service, comfort, and quality. But the journey from idea to execution was anything but easy.
The Hustle is Real (But so is the Toll)
Starting a business sounds glamorous, but Sheva kept it all the way real. While social media loves to highlight the wins, the sacrifices behind the scenes are often overlooked. Sheva described her first year in business as the most challenging time of her life—working seven days a week, balancing a full-time job, and barely making time for self-care.
"I wasn’t sleeping, I wasn’t taking care of myself. But when you’ve put your own money up, failure is not an option."
Despite the struggles, Sheva’s dedication paid off. Just a year after opening, LA Beauty Club was featured on Revolt TV’s Bet on Black, where they won a major grant to help grow the business. And guess what? She almost missed that opportunity. “I thought the email was spam and deleted it,” she laughed. Thankfully, the show’s producer followed up, proving a major lesson: What’s meant for you will always find you.
Keep Your Nine to Five (Until It Doesn’t Make Sense)
One of Sheva’s biggest takeaways? “Please keep your job until it just doesn’t make sense anymore.” In a world that glamorizes quitting your job to “chase your dreams,” she reminds us that a steady income can actually be your biggest asset.
"Learn on someone else’s dime. Why make expensive mistakes with your own money when you can gain experience first?"
For aspiring entrepreneurs, especially first-generation creatives, Sheva emphasizes the importance of preparation. “Do your research. Figure out where you’re weak and find the right people to fill in those gaps.” She credits much of her success to having a business partner whose strengths complemented her own.
What’s Next for LA Beauty Club?
If you thought Sheva was stopping at one location, think again. TFG Exclusive: LA Beauty Club is officially going international with London Beauty Club opening this year!
Sheva’s story is one of resilience, strategy, and staying true to the vision, even when the path isn’t clear. Whether you’re an entrepreneur, a creative, or just someone looking for inspiration, her journey is a powerful reminder that ownership matters, representation matters, and above all—betting on yourself will always pay off.