Jamicia & Demetrius Grigsby started Eloure Beauty Supply with the simple goal of bringing needed retail hair services to a developing area in Jacksonville.  What they found was an opportunity to create change in the retail beauty supply experience.

Local beauty supply stores have a longstanding presence in African American communities as the primary source of hair, hair products and tools for our women and men. For years, these shopping experiences were a point of frustration for Jamicia & Demetrius, due to the service experience and being unable to obtain needed advice on products, protective styling options or caring for natural hair. In addition, black women are the primary consumers of hair extensions and hair care products, yet representation as owners is almost nonexistent with less than 5% of beauty supply stores in the US being black-owned. 

After discovering these sentiments were shared by friends, family, and colleagues, Jamicia & Demetrius took action to drive change within this industry by creating a space that provides the shopping experience so many women are seeking. Thus, Eloure Beauty Supply was birthed!