"Never give up on yourself" - When Tones of Melanin founder Ashley Jones wowed Shark Tank's Mark Cuban

When Ashley Jones stepped into ABC's Shark Tank, she brought more than just a business pitch – she carried the hopes of countless HBCU graduates. Her message resonated far beyond the tank:

"Never give up on yourself or your dreams, regardless of what anyone else says," Jones told AfroTech.

Elaborating:

"Understanding what your purpose is along with your vision and that no one can ever discredit you because of where your degree may come from. HBCU graduates are thriving everywhere!"

This impassioned statement was made by the creator of Tones of Melanin, a trailblazing company that designs fashionable spirit wear for HBCUs. In 2017, Jones identified a market need when visiting Norfolk State University's bookstore. The lack of variety in HBCU clothing served as the inspiration for the multimillion-dollar business plan.

What happened during Tones of Melanin’s Shark Tank pitch?

Jones's journey started with her graphic design skills and a determination to solve a problem. What started as creating personalized shirts for Greek life and organizations swiftly grew into something more.

By 2023, Tones of Melanin had scored appearances at big shops, including Dick's Sporting Goods and Belk, as well as licensing agreements with 40 HBCUs.

Walking into the tank, Jones sought $300,000 for 5% equity. Her pitch packed a punch – Tones of Melanin had already generated $3.3 million in total sales. She shared the story of her entrepreneurial grandparents, who owned a Black beauty store in Virginia, setting the stage for her own business journey.

The numbers spoke volumes: over $1 million in sales that calendar year alone, with $343,000 in revenue. Jones's commitment shone through when she revealed she hadn't taken a salary, choosing instead to reinvest in the company.

While Shark Tank's Lori Greiner, who was rather impressed with Ashley's passion and commitment, and Barbara Corcoran stepped back, citing limited apparel expertise, Daymond John – despite his experience with HBCU brands – felt it might conflict with his existing investments. Kevin O'Leary simply wasn't interested in clothing ventures.

But Shark Tank's Mark Cuban saw something special. Impressed by Jones's composure and positive attitude, he offered $300,000 for 15% equity. Jones countered with 12%, and Cuban's immediate acceptance amazed even seasoned Shark Greiner.

Ashley Jones builds a legacy beyond Shark Tank

Post Shark Tank, Tones of Melanin expanded its reach. From t-shirts to letterman jackets, the brand now provides a wide range of items that celebrate Black culture with school-specific graphics and '90s-inspired patterns. With prices ranging from $15 to $200, the brand is affordable for a wide spectrum of consumers.

Jones told AfroTech she wanted to "expand without using a third party by working more directly with HBCUs." She added plans to "lean more toward philanthropic efforts" through strategic partnerships supporting HBCU students.

By 2025, Tones of Melanin will be the first HBCU brand owned by an HBCU alumnus and available at big stores, including Dick's Sporting Goods, Belk, and Fanatics. With about 50,000 followers on Instagram, they have a strong social media presence where they discuss HBCU life and share their most recent creations.

Jones's goal is to celebrate Black success and leave a legacy that inspires the next generations of HBCU graduates to pursue their dreams, which go well beyond simply selling clothes. This was seen during Black History Month 2025 when the company paid tribute to Howard University alum Taraji P. Henson and other HBCU graduates.

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Shark Tank airs every Friday at 8 PM ET on ABC, with all episodes available on Hulu and Amazon Prime Video.