JAFRA's Golden Rule

My Grandparent’s Philosophy led My Business towards Success

My grandparents, Jan and Frank Day, instilled in me a philosophy that helped my fashion business. As a result, I became more successful. They created JAFRA in 1956, spreading the philosophy of helping all people who seek the opportunity. Now, JAFRA operates internationally, helping others around the world live better lives.


When she first started in direct selling, my grandmother was lectured by a woman who belittled her and said that she was “not glamorous enough” to make it in the beauty industry. Rather than discouraging her, this experience empowered her. JAFRA values are rooted in helping everyone realize true and pure beauty. Anyone who wants to be glamorous absolutely can be, that is after all one of the main points of cosmetics!



I had a similar experience in the fashion industry. When I first started, the standard sizes were XS-L. Instead of following the “rules,” of couture, we began making fashion to fit all sizes. Every time I heard somebody say, “I love your designs, too bad you probably don’t have my size,” it was my great pleasure to say, “We do have your size, absolutely. If it is not in stock, we can custom make any size.” This enabled more people to enjoy our creations, and it greatly expanded our business. We also experienced some bullying. A few store buyers (we won’t mention their name here! LOL!) laughed at us when they found out we offered sizing lower than XXS and larger than 5XL. They asked in condescending tones, “Who would wear that?!” ... Well, many people do wear those sizes, and our business does quite well with those sizes, thank you!


Understanding beauty and glamour are an attitude, everyone can be beautiful and glamorous. If someone tries to tell you differently, it likely has nothing to do with you. Rather, this is someone projecting their insecurities or anger onto you. It is your choice to walk away from that anger and find your real beauty.


Seeing the beauty in who you are will help you navigate negative experiences where you may be on the receiving end of somebody’s bullying. This happened to my grandmother when she was lectured and called “not glamorous enough.” Her self-confidence enabled her to brush those comments aside and persevere in making her dreams come true despite what anyone thought of her. When you see your true beauty, you also see the beauty of all people. This opens a world of joy and opportunities in business as well—you will continually learn new things and make new friends! People who live differently than you come with a new perspective and a different outlook that can show you new ways of looking at things. By practicing appreciation of others you will also find that your business will expand.


Like my grandmother, we must unshakably believe in ourselves and our beauty. Back in 1956, she knew it was time for a company to understand the true meaning of beauty and to create products one can fully stand behind and believe in, so JAFRA was born. True artists in the field of beauty would not discriminate nor turn away anyone who wanted the opportunity. JAFRA offers, The Freedom To Be You, since then and still today.


If we practice appreciation of ourselves and others, we will expand our horizons, and become unstoppable. Practicing appreciation, respect, and compassion is to be a true leader!

Granddaughter of JAFRA’s founders, Jan and Frank Day, Estel has more than 20 years of experience in the fashion industry. Through her brand, MARK AND ESTEL, she designs custom bespoke fashion for some of today’s most stylish fashionistas including Lady Gaga, Kendall Jenner, and Kelly Osbourne. Her vast experience on the fashion runway, fashion photoshoots, designing for celebrities and growing up as a JAFRA Baby with Jan and Frank in Malibu gives her a unique perspective on beauty, style, high-fashion, and our JAFRA founders!


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