We had the good fortune of connecting with Jatia Amour Sanchez and we’ve shared our conversation below.

Hi Jatia Amour, is your business focused on helping the community? If so, how?
The mission statement of Looks by Jatia Amour, LLC is “Empowering Women Through Beauty and Self care.” I made this my mission in 2020 when many women, including myself, felt the pressure of being caretakers on a new level. Women are often taught not to prioritize themselves or their needs. Even if it’s not spoken it can be an undertone with how we were socialized. We are groomed as caretakers, but often not taught ways to care for ourselves mentally, physically, and emotionally which leads to us feeling drained and sometimes unappreciated. We often feel guilty when we take time for ourselves, spend money on ourselves, or even just rest without multitasking. I’ve learned when you take care of women you take care of the community. We are the problem solvers, the comforters, the mothers, wives, best friends, sisters, employees, and business owners. We are so many things to so many people, but how do we show up for ourselves? My business gives women permission, skills, and products to take care of themselves and their families. I truly believe when you look and feel your best you’re unstoppable and I teach women how to be more confident in any setting! I recently became a certified Custom Blend Specialist. I am so excited about this service, because it allows me to create foundations, beauty balms, and other makeup custom-made to my clients’ needs. I “put my client in a bottle” creating the perfect foundation match for your skin tone, undertone texture, degree of coverage, areas of concerns, allergies, and sensitivities. This is especially important to me as a black woman, because our diverse complexions have often been overlooked in the beauty industry for far too long. This service empowers me as an artist to create universal shades. For some of my clients, it’s the first time they’ve had something created just for them and I can see their confidence lifted at that moment. It’s my favorite thing!

What should our readers know about your business?
I started my business before I realized I was doing it. When I started as a makeup artist ten years ago my focus was growing in my artistry in every capacity I could. I invested in masterclasses. Also, I prioritized understanding and utilizing the best products. Furthermore, I learned about lighting, photography, and professional etiquette, so I can be an asset on-set and anywhere else I work. Most importantly, I work towards truly understanding my clients to offer them the highest quality of customer service possible. My unique background in fashion, sales, and medical field helped me naturally understand how to create an aesthetically pleasing and comforting environment. When working in other places I wasn’t able to connect with my clients in a way that prioritized them over sales quotas. Nor was I in a space that reflected the experience I wanted my clients to have when they walked in. Also, part of my personality is hosting people, like B Smith, or Martha Stewart, with some makeup and skincare added in LOL. I had to create the experience and environment I wanted to be in. Looks by Jatia Amour, LLC was born out of creating what I didn’t see enough of in the beauty industry. My goal was to provide elite artistry, as well as solutions from a knowledgeable source. So people can learn about products and skills that help them look and feel their best without feeling rushed or pressured. I offer makeup artistry, custom-made foundations, education for individuals & groups, and personal shopping. My lessons and Custom Blend foundation can also be done in virtual sessions. I also retail Motives Cosmetics, a variety of skincare, beauty & wellness nutraceuticals in a boutique-style environment that I’ve created in my home. I travel to clients as well.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
So I’m actually a new comer to the area so I’m still exploring. I love bringing my family to the Georgia Aquarium and Atlanta Botanical Gardens. Jeni’s Ice cream is so good, I was actually taken there and was told “YOU NEED THIS IN YOUR LIFE!” I love “The Real Milk & Honey” and “Toast on Lenox” for brunch and I love Slutty Vegan and I’m not even vegan! Also, Politan Row is a food hall which is great if you are indecisive like me. I want all the things lol!

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I have to shout out my Husband and my son. My husband served 21 years in the Army. He is the most thoughtful, selfless person I’ve ever met. He’s a soldier in every sense of the word. He is also is a business owner and runs a marketing company Xpansive Solutions where he helps grow businesses. It takes a lot of team work to run our businesses successfully while still putting our family first. Our son makes me stronger, and having him showed me the areas I needed to heal, prioritize and nurture which inspired the self care side of my business.

I also want to shout out Motives Cosmetics for being a brand that empowers all people to create the life they want through beauty & business. Incorporating their products into my company has propelled my business forward and helped me to thrive as an artist while not being completely reliant on only doing makeup because of my e-commerce platforms.

Last, I would like to shoutout my facebook group Mom Moguls which I recently took over. It is a place for Moms that are business owners and professionals to network and offer support to each other. I am excited to make it a place that continues to help Mothers with the unique challenges we face while trying to progress in our careers.

Website: https://www.looksbyjatiaamour.com/

Instagram: @looksbyjatiaamour

Facebook: https://www.facebook.com/LooksbyJatiaAmour

Youtube: Looks by Jatia Amour

Image Credits
Photography by Lisa-Marie

Nominate Someone: ShoutoutAtlanta is built on recommendations and shoutouts from the community; it’s how we uncover hidden gems, so if you or someone you know deserves recognition please let us know here.