From Runway to Revenue: How Jasmine Tookes Turned Resilience Into a Brand

When Jasmine Tookes walked the runways of Paris at just 17 years old, she was surviving an industry that often crushed them.

In an intimate interview on Valeria Lipovetsky’s show, Jasmine opened up about her rise in the modeling world, her entrepreneurial journey with her activewear brand Joja, and the legacy of strength passed down from her mother and grandmother.

“There’s always been this voice in my head saying, just keep going. Even when a campaign didn’t happen, or a show didn’t book — I just kept moving.”

— Jasmine Tookes

Modeling Was the Dream And the Battlefield

Unlike many models who “just fell into it,” Jasmine had laser focus from the start. Inspired by 90s icons like Tyra Banks and Heidi Klum, her goal was clear: walk for Victoria’s Secret.

That clarity didn't shield her from the industry's brutal realities. “I was the only Black girl on the runway,” she recalled. “If one other Black girl booked a show, I wouldn’t. There was a time when you were the ‘token.’”

And the glamour? Far from it. She described sleeping on the ground backstage during fashion weeks and receiving 4 AM calls for fittings after late-night events — all while knowing rejection was part of the daily routine.

It was her mother, a teenage mom turned celebrity stylist, who anchored her through it all.

“She raised me with a strong backbone. If I didn’t have her sitting backstage with me, I don’t know how I would’ve made it.”

Building Joja: The Brand Born in a Gym

After more than a decade in fashion, Jasmine co-founded Joja with fellow model and friend Josephine Skriver. What started as shared workouts turned into a community — then a business.

The road wasn’t smooth. Initially, they nearly partnered with someone who wanted half the company. COVID hit — and in that pause, they made a bold decision.

“We realized: we can do this on our own. We started making the calls ourselves.”

With just three team members (Jasmine, Josephine, and a social lead), Joja launched — blending fashion, fitness, and authenticity. But entrepreneurship, she admits, humbled her.

“I wore every hat — even customer service. People would write angry emails, and it was literally me replying. They had no idea.”

That scrappy mindset is paying off. Now, the brand is hiring and scaling, with Jasmine envisioning a flagship brick-and-mortar store in the near future.

Motherhood, Discipline, and Generational Power

Jasmine credits her groundedness to being raised by three women — her mother, grandmother, and herself.

“My mom had me at 17. We were so close. And now I’m parenting my daughter the same way — structured, disciplined, and full of love.”

Motherhood challenged her identity at first — the tension between wanting to build her brand and staying home with her baby. But she’s learning to give herself grace and live in seasons.

Staying Real in a Filtered World

As her modeling career evolved into content creation, Jasmine struggled with the pressure to become an “influencer.” Her guiding principle?

“I always want it to be clear that I’m a model first. I can’t just post every product. It all has to look like an editorial.”

One TikTok — where she shared beauty products for women with darker skin tones — exploded. But it wasn’t the views that moved her. It was the emotional reaction from women who finally felt seen.

“It felt so personal. I didn’t expect that. But that’s when I realized how powerful this platform can be.”

💡 Jasmine Tookes’ Entrepreneurial Lessons:

• Clarity Is Power: Jasmine knew what she wanted from day one. That focus fueled her through rejection.
• Do the Work Others Won’t: She answered customer service emails herself. No task was beneath her.
• Start Small, Think Big: With just three team members, Joja became a community-driven brand.
• Play the Long Game: “Work hard, play harder” is her mantra — because discipline beats trends.
• Grace > Guilt: As a new mom, she’s learning to honor every season — without self-judgment.