Photos by Susan Fried

This week on "The Day With Trae," your host, Trae Holiday, journeys into the world of hair and beauty as she interviews an array of hairstylists, beauticians, and makeup artists who will participate in the upcoming 10th annual Reign of Style competition taking place on March 3 at the Seattle Center Exhibition Hall. This annual competition based in the Northwest is a platform where industry specialists converge to flaunt their beauty and hair styling expertise, contending for reward cash, prizes, and the chance to elevate their brands. 

Starting this week's lineup is Aisha Ellis Asim, the owner of Life's Salon and the founder and producer of this competition. Asim is followed by Jia Jones, a seasoned hair stylist and educator who has been working with Reign of Style for several years and is returning as a judge for the fourth time. Asim explains how her competition came to actuality when opening her salon, now having been open for 16 years. 

"During that journey, I loved going to shows. I loved going to hair shows and classes and getting that additional education that I felt wasn't here," Asim said. " Going to those shows brought excitement to me; just learning new techniques and seeing the excitement that people have for hair and beauty."

After attending a show at a hotel in downtown Seattle and with encouragement from her colleagues, Asim created Reign of Style, which has been going on for ten years. Jia Jones, one of the current judges, has been along for the competition's journey. Initially starting as a fan before bringing students from Seattle Vocational Institute, where she's taught, Jones transitioned into one of the Reign of Style's judges.  

"I'm looking for technique, I'm looking for overall presentation, and of course, being able to execute in a timely manner," Jones said. "I appreciate that there is so much young talent, and Aisha and her team really work hard to bring the show."

Jones has an illustrious career in hair styling, with over 35 years of experience that began when she was a teenager in beauty school. 

"I started beauty school at 16. As a young person, you're just trying to figure out what skills you have. For me, I didn't like my hair. I didn't appreciate my red curly locks. And I really don't come from a background of hair," Jones said. 

Since then, Jones has worked in various salons throughout Seattle before becoming self-employed. Later, she was employed as an educator at her alma mater, the Seattle Vocational Institute, a school under Seattle Central College. 

"I've worked in salons, and they have been employee-based. Then, Brenda Jenkins [of] BJ's Beauty Supply, who was a business mentor, suggested that I come and rent space from her. And that took me on the journey of being self-employed," Jones said. 

Jones explains that her role as a hairdresser exceeds cosmetology, extending into looking out for the health and wellness of her customers.

"I and other stylists and service providers are wellness keepers. We see our clients all the time, and we develop these relationships. We can tell when something's off, when they're not feeling well, and when they should get medical attention. We might be their first idea that they should think, "Maybe I should see a doctor," Jones said. "I'm a hairdresser and licensed cosmetologist. I deal with mostly hair and everything in the body; you can see through your hair. Skin, [hair] thinning, things like that which will tell what's going on inside the body."

Jones defines the sense of community fostered within local salons, highlighting the deep connections she's developed with her clientele over the years. Her role has seen her being there for milestone moments such as weddings, school dances, and graduations. This extends to hard times, such as dealing with customers who experienced losses during the pandemic. 

"Many of my clients and family members have died. And you know, when you're going through grief, sometimes you're not taking care of yourself," Jones said. "So you come in, and you know, myself and my colleagues are taking care of you. Then they leave with a smile, feeling better, exhaling right, and ready to go and take stuff on. And that that means a lot to me."

Watch the full segment below.

For more information on Reign of Style, click here.

To hear more community stories and find upcoming events, tune in to The Day With Trae live at 11 am Monday through Friday on all Converge Media platforms and The Day With Trae's YouTube Channel.