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Meet Tonie Jones of The Brow Snob in Cherry Creek

Today we’d like to introduce you to Tonie Jones.

Tonie, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
I started as a self-taught makeup artist before YouTube days. It was my creative outlet when I was still in the world of the corporate rat race. It grew from a hobby to a business and, after two job layoffs, I jumped fulltime into the beauty industry.

I really enjoyed freelance makeup artistry and worked for MAC for a while. But, as a single mother of three retail hours were hard and I wanted a more consistent schedule. I began to pursue my Esthetician license with a goal to jump into the growing service building around eyebrows…

I began with a local brow studio and it was an amazing experience. I learned a lot about the artistry of eyebrows and furthered my makeup artistry. But, a year and a half into it I was diagnosed with Stage IV Breast Cancer. I had to sit out on the sidelines while I went through treatment. During, that time I started working on my business plan to help my sanity. From the devastation of my cancer treatment, The Brow Snob was born.

We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. Overall, would you say things have been easy for you?
It has not been a smooth road. When I began my business, I had little capital and not one client. I only had word of mouth an social media as my marketing. Due to my cancer treatment, I hadn’t worked in over a year. I had to grow my business one satisfied client at a time.

I really had a hard time finding my ‘brand”. I knew I wasn’t part of the serene spa music environment and the be a #girlboss brand was just emerging. So the beauty industry hadn’t quite yet embraced be yourself. I had to learn that I was the brand and I had the power to define the image for myself and my business.

So let’s switch gears a bit and go into The Brow Snob story. Tell us more about the business.
The Brow Snob is boutique brow and beauty studio. The Brow Snob is not about creating outward beauty. It’s about sculpting beautiful brows that “frame the beauty within.’ That can be achieved through waxing, threading or even microblading and everything in between.

I say I specialize in people first and brows and makeup second.

I am most proud of the connection I make with my clients. Whether it’s your first visit or you’ve been coming since I opened the doors. Each visit is about you, your self-care and what makes you smile when you look in the mirror. When a client leaves my chair, it’s a total transformation. Physically, emotionally and I would say they walk a little lighter and smile a little bigger.

What sets The Brow Snob apart is it about the individual client. A brow plan is discussed with each client and reviewed again at every appointment. I’m open to feedback. I want to know what you want to see in mirror and discuss how to best get there. I don’t believe in stencils, or one size fits all brows.

Has luck played a meaningful role in your life and business?
It’s hard to say if I believe that luck played a part at all. I feel it has to a lot with timing and hard work. When I first started grooming brows, it was right before brows became popular in 2011. It was good timing or maybe good luck to enter the industry then. There were very few people focused just on brows then. I have also had the opportunity to work with some big names in the local beauty scene here in Denver. I have worked in DFW a few times and my work was published in a national magazine and I have worked some amazing fashion shows. So I would say that my hard work leads me to be connected to these people and opportunities or maybe it was luck.


  • Brow Shaping and Tinting 35
  • Brow Threading 16
  • Brow Microblading 400

Contact Info:

Getting in touch: VoyageDenver is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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