A Curly Christmas

TreasureTress, Europe’s largest natural hair product discovery box, has launched its first-ever national TV commercial in partnership with creative content and production studio All Things. Titled “A Curly Christmas”, the 30-second spot is airing now on Channel 4 through to 23 November — marking a major evolution for the brand as it celebrates its 10th anniversary.
The campaign puts curls front and centre in a season where sleekness still dominates. But this isn’t just a festive film. It’s a community-powered production led by real women, built on belief, and delivered on a budget many would call impossible.
The Untold Truth:
For too long, curls were erased, relaxed, or brushed out in a bid to “fit in.” Generations of women grew up with no education, no representation, and no products made for their texture. Beauty ads didn’t show curls unless they were being tamed”. And supermarket shelves rarely stocked Black-owned brands.
TreasureTress was built to change that. Founded in 2015 by Jamelia Donaldson, the business began as a personal solution to the lack of curl-friendly options abroad. Today, it is a global platform with a loyal subscriber base, IRL activations, and now a broadcast-quality campaign reflecting the stories of those it serves.
Real Women, Real Curls, Real Commitment
The creative brief was clear: no stylised stock. No gloss-over graphics. TreasureTress wanted to shoot something authentic, emotional, and representative of the community. The challenge? Deliver it all in for under £20k.
All Things didn’t flinch.
Built to say yes to the impossible, the studio activated its full creative ecosystem — concepting, art directing, producing, editing, and delivering the entire campaign with a micro, multi-talented team. Every decision maximised the budget without compromising the vision.
Three real subscribers were cast: Ava, the founder’s niece; Camille, whose personal story helped shape the emotional tone of the ad; Plus Jasmin and Beryl who brought the fire and passion. No paid actors. No stylists or Make Up Artists on payroll. Instead, the team leaned into its extended community - sourcing wardrobe and glam at discounted rates through relationships, favours, and shared belief in the message.
“Empowering women is something I feel deeply passionate about, so working with a brand like TreasureTress makes my heart sing” Says Aimee, Director at All Things

“From hearing the TreasureTress communities' hair stories it was clear how important and relatable their stories were. This set the tone for the advert; reclaiming those lost years of confidence with scripting, framing and talent that radiated power. This all was made possible by the multitalented teams at All Things - turning a small budget into a big, beautiful idea that's helping heal our inner child.“

Craft with Purpose
The film was produced, directed, and edited by All Things - a studio known for delivering culture-led creative with impact with budgets big or small. Their approach here wasn’t just collaborative, it was co-created. Built collaboratively with Jamelia’s team, the film embodies what it means to tell stories that aren’t often seen in British advertising, and to do so with style, grit, and care.
While the budget was modest, the ambition wasn’t. And that’s where All Things thrive - bridging cultural insight with smart production thinking to create impact-first, not algorithm-first content.
“This goes beyond a traditional brand campaign, it’s an authentic message that resonates across generations and finds its expression in today’s age of curly celebration.” Aida, Creative at All Things.
“It’s for women like me, women who were never encouraged to embrace their natural curls, or the endless styles and volume our hair can create with the right care. For too long, the language and imagery around us minimized our hair, treating it as a problem to fix rather than a beauty to celebrate. Now, in this new era of curly empowerment, we reclaim our texture, and with it, our confidence and power.
The studio’s role went beyond creative direction. It became a trusted partner to the brand — working hand-in-hand with Jamelia and her team to co-create every detail of the shoot from the ground up, from storytelling structure to art direction and post.
“Being on national TV at Christmas Time is a huge milestone for us — not just as a brand, but as a community. TreasureTress was built to reflect and serve women who rarely saw themselves in the mainstream, and to have our message land during primetime is deeply emotional. We knew we wanted to create something real — no stock footage, no shortcuts — and All Things understood that and made it happen. They helped us bring our vision to life with care, craft, and commitment, all while staying true to who we are and what the community we belong to, and serve, represent.”
— Jamelia Donaldson, Founder & CEO, TreasureTress
More Than a TVC – A Moment
This campaign isn’t trying to be the first. It’s trying to be felt by making women feel seen. A thank-you to the generation that broke the cycle. And a promise to the next: you don’t need to fit in — your curls were never the problem.
TreasureTress is more than a product box.
It’s a movement. A mirror. A megaphone.
And now, it’s on national TV.