Today we’d like to introduce you to Selenas Do.
Selenas, we appreciate you taking the time to share your story with us today. Where does your story begin?
My journey to becoming the owner and leader of Diamond Beauty College is a testament to the power of grit, passion, and unwavering belief in oneself. At just 21 years old, fresh out of high school going into college and armed with nothing but hope and a small inheritance from my father—who had always instilled in me the value of beauty as a form of empowerment—I took the bold leap to take on the college in El Monte, California. It was 2018, and the institution was on the brink of closure, its once-vibrant halls echoing with untapped potential. I had no business degree, no mentors in high places, and barely enough experience to style a mannequin, let alone run a school. But I saw an opportunity to create a space where aspiring stylists, estheticians, and makeup artists—especially young women from underserved communities like mine—could thrive.
The early days were a whirlwind of trial and error. I poured every waking hour into revamping the curriculum, forging partnerships with local salons, and recruiting students who shared my vision. We started small, with classes on everything from cutting-edge hair techniques to the business side of beauty, emphasizing self-confidence and entrepreneurship. Success felt within reach, but then, in early 2020, COVID-19 struck like a storm I never saw coming. Overnight, our doors shut, classes went virtual (or halted altogether), and enrollment plummeted. With little experience navigating crises, I faced mounting debts, supply shortages, and the heartbreaking task of laying off instructors who’d become like family. Isolation set in—I remember nights alone in the empty building, questioning if I’d bitten off more than I could chew. Students struggled too; many were essential workers or single parents, juggling online learning with survival. The “trenches” felt real: financial ruin loomed, and doubt whispered that this was the end.
But surrender wasn’t an option. I pivoted fiercely. Drawing on my limited resources, I transformed the college into a virtual haven, offering free online tutorials on self-care during quarantine to keep our community connected. We partnered with local nonprofits to distribute PPE and beauty kits to frontline workers, turning our skills into acts of service. I learned on the fly—devouring business podcasts, applying for every grant imaginable, and leaning on a small network of fellow entrepreneurs who’d faced their own battles. There were setbacks: loans denied, classes canceled, and moments when payroll seemed impossible. Yet, each challenge forged resilience. By mid-2021, as restrictions lifted, we reopened stronger, with hybrid programs that blended in-person creativity with digital innovation. Our graduates started landing jobs, opening their own salons, and paying it forward.
Fast forward to today, seven years in, and Diamond Beauty College stands as a beacon of empowerment. We’ve grown from a struggling outfit to a thriving institution with over 200 students annually, boasting a 95% job placement rate. We’ve weathered economic ups and downs, but our foundation—built on community and adaptability—has held firm. In 2025, I was honored with the Women of the Year Award from the City of El Monte, recognizing not just my business acumen but my commitment to uplifting others. It was a surreal moment on stage, surrounded by trailblazers, realizing how far I’d come from that wide-eyed 21-year-old.
What truly fuels me is giving back. Through scholarships for low-income students and giving our students the education they need to provide for themselves and families. I’ve mentored countless young women, showing them that beauty isn’t just skin-deep—it’s about building confidence, creating opportunities, and rising together. My story isn’t one of overnight success; it’s a reminder that from the depths of uncertainty, with heart and hustle, you can emerge unbreakable. If I can take over a college at 21 and turn pandemics into purpose, imagine what you can achieve. Dream big, hold on tight, and never underestimate the power within you.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Running Diamond Beauty College has never been for the faint of heart.
Keeping seats full means constant outreach—convincing dreamers that a beauty career is worth the leap, even when life pulls them in ten directions. Education is a serious commitment; once students enroll, we fight to keep them on track—coaching through doubts, childcare crises, and late-night study sessions.
COVID slammed us with empty classrooms and shifting rules overnight. Just when we mastered virtual pivots, government agencies changed regulations again—new sanitation protocols, funding forms, compliance checklists that felt like moving goalposts.
Every obstacle tested us, but it also sharpened us. We learned to adapt fast, love our students harder, and turn red tape into ribbons of resilience.
The chairs stay full because the mission stays fierce: **no dream left behind.**
As you know, we’re big fans of Diamond Beauty College. For our readers who might not be as familiar what can you tell them about the brand?
Oh, where do I even begin? Diamond Beauty College isn’t just a school—it’s a sanctuary of transformation, nestled right here in the heart of El Monte, California. Founded on the belief that beauty is more than skin deep, we’re a vibrant cosmetology institution dedicated to empowering the next generation of stylists, estheticians, makeup artists, and beauty entrepreneurs. We specialize in hands-on, innovative training that blends cutting-edge techniques—like balayage artistry, advanced skincare therapies, and digital marketing for salon owners—with a deep focus on personal growth and business savvy. What we’re truly known for? Turning dreams into realities for those who’ve been overlooked, especially young women from underserved communities who deserve a spotlight.
What sets us apart from the sea of beauty schools out there? It’s our heartbeat: community and resilience. While others might stick to rote lessons, we weave in real-world mentorship, entrepreneurial bootcamps, and a curriculum infused with self-empowerment workshops. Imagine learning to perfect a flawless contour while also mastering how to launch your own brand—we’re not just creating technicians; we’re nurturing visionaries. And through it all, we’ve built a family-like atmosphere where every student feels seen, supported, and unstoppable. We’ve weathered storms, like pivoting through COVID with virtual classes and community givebacks, emerging stronger and more connected.
Brand-wise, I’m most proud of our unshakeable commitment to giving back—it’s the sparkle in our diamond. We’ve awarded over $1,000,000 in scholarships and partnered with local community centers for beauty drives that restore dignity one makeover at a time. Winning the Women of the Year Award in 2025 was a beautiful validation, but honestly, the real trophy is hearing from graduates who’ve opened their own salons or become industry influencers, paying that empowerment forward.
To our readers, I want you to know this: Diamond Beauty College is more than education; it’s a movement. Our offerings include full-time and part-time programs, specialized certifications in everything from barbering to bridal makeup, and even online masterclasses for lifelong learners. Whether you’re a high school grad chasing your passion or a career-changer seeking reinvention, we’re here to light that fire within you. Come join us—because in a world that can feel harsh, we believe beauty has the power to heal, uplift, and inspire. What’s your story waiting to unfold? Let’s create it together.
What has been the most important lesson you’ve learned along your journey?
The most important lesson I’ve learned? Resilience isn’t just about surviving the storm—it’s about learning to dance in the rain, and then teaching others the steps.
At 21, I took over a beauty college with no safety net. I had passion and a heart full of hope—but zero experience in running a business. Then COVID hit. Enrollment vanished. Bills piled up. I laid off people I loved. There were nights I sat alone in the dark campus, lights off to save electricity, wondering if I’d made the biggest mistake of my life.
But here’s what I discovered in those trenches: Hope isn’t blind optimism. It’s a quiet, stubborn choice to keep going when everything says stop.
Resilience showed up not as some heroic superpower, but as small, defiant acts.
I learned that resilience is a muscle—and hope is the fuel. You don’t need to see the whole path. You just need to take the next step, then the next. And when you do, you realize you’re not just surviving—you’re building something unbreakable.
Seven years later, Diamond Beauty College is thriving. But the real victory? Watching students who once felt invisible walk across our stage with confidence, scissors in hand, ready to change lives—including their own.
So if I could leave you with one truth:
Never underestimate the power of showing up, even when you’re scared. Especially when you’re scared.
That’s where resilience is born. That’s where hope becomes legacy.
Keep going. The world needs your light.
Pricing:
- Cosmetology: $9400
- Esthetician: $6200
- Manicuring: $595o
Contact Info:
- Website: https://www.diamondbeauty.edu
