Growing up in the 80s Ateh always felt 'other', not only because of her father's secret life but also often being labelled 'the black one'. There was also negative reflections of black beauty in culture, TV, magazines and advertising campaigns which often fetishised women with darker skin tones.
After graduating from Bristol University with a 2:1 degree in History Ateh made it her mission to champion and push for more diversity in the beauty industry. She went to work for In Style magazine and Tatler magazine. At 24 she went freelance writing and styling for titles such as Sunday Times Style, Telegraph, Vogue, Daily Mail,
Guardian Weekend Magazine, Emirate Bride, German Vogue, Black Hair and Beauty, Harper's Bazaar and writing a column for 2 years for Marie Claire called Colour Counter discussing beauty for all skin tones.
Ateh was determined to change the record especially after giving birth to her twin daughters, so they wouldn't grow up with feeling of low esteem about the hair, beauty and identity. She created her multi award winning blog www.jeweltonesbeauty.com to help educate and create a luxurious and aspirational space to talk all things beauty for darker skin tones. Becoming a mother to her five year old twins has been life changing for Ateh. After a recent health scare she has lost 4 stone in 4 months and cut refined sugar from her diet to completely transform her health and outlook towards food and comfort eating.
Ateh also runs www.couturecommunications.com a digital agency creating film content and social media strategy and consultancy for some of the biggest brands in the world such as L'Oreal, The Body Shop, Chanel, Estée Lauder companies, Headmasters, REVLON and filming at London and Milan fashion weeks for designers such as Christopher Kane, Burberry, House of Holland, Max Mara and Gareth Pugh.
Ateh's passion for film has also meant she has become a director and award winning producer. Her latest short film www.thesecretworldoffoley
which she produced has won eight awards and went totally viral with over 100 million views in just one month after it was awarded Vimeo's coveted short of the week. Ateh's entrepreneurial spirit has led her to create successful businesses from her passions. She loves discussing beauty, diversity, how to engage and speak to customers with social media, strategy and issues of self esteem, weight loss and filmmaking.