Today we’d like to introduce you to Jasmine Jones.
Hi Jasmine, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
My life has been an ever-evolving journey, but at its core, my mission has always stayed the same: helping girls love themselves, build confidence, and understand that their lives are beautiful and worth nurturing, both internally and externally.
It all started when I was just 16 years old. My childhood best friend and I wrote a self-help guide for teens called “How to Primplife” during a sleepover. We poured into it the advice we gave each other, lessons our mothers taught us, and the things we wished someone had told us growing up. We became published authors and began speaking to youth at schools, churches, and Boys & Girls Clubs. What started as two teenagers sharing wisdom quickly became something bigger.
As we grew older, life pulled us in different directions, but I couldn’t let Primplife go. I knew it was special and needed. I’ve always believed that girls, especially Black girls, deserve guidance, affirmation, and spaces where they feel seen and supported.
That realization led to a turning point. I began asking myself what had helped me as a child when I struggled with self-esteem and belonging. The answer was storytelling through cartoons, animation, imagination, and characters that made me feel powerful and hopeful. I wanted to create that same experience for young Black girls.
That’s when PrimpGirl was born.
Primplife evolved from a teen self-help book into a creative universe centered around PrimpGirl—a character who helps young girls navigate confidence, identity, and self-worth through storytelling. The focus shifted to younger audiences, particularly ages 4–11, with a special heart for girls ages 6–9.
After graduating from NC State University and participating in their Entrepreneurship Village and being a Clinton Global Initiative University Scholar (1 of 1000 rewarded with social impact seed funding), and more, I began building Primplife more intentionally. I created the first comic, tested workshops at local Boys & Girls Clubs, and hosted small community sessions, sometimes dressing up as PrimpGirl or her princess version—using crowns, tutus, and creative activities to help girls see themselves as strong, beautiful, and capable.
In 2020, during COVID, everything moved digital. That season gave me space to deepen the story and develop Primplife’s comic series with a team of talented Black women illustrators and writers. Each episode focused on themes like self-esteem, inner beauty, confidence, and navigating challenges, reinforcing the Primplife mantra we shared in every workshop: that no matter what life brings, you are enough and your light matters.
In 2021, Primplife officially became a nonprofit organization. By 2022, we launched our first full year of live community workshops, growing from small groups of just a few girls to gatherings of up to 60 participants. From self-expression and mother–daughter connection to cosplay, imagination, and celebration, each workshop centered on building confidence and emotional awareness.
In September 2023, I lost my mother, which marked a season of reflection and rebuilding. It gave me space to slow down, honor the journey, and strengthen the foundation of Primplife with clarity and intention. Today, Primplife is evolving from a mission-driven organization to blending storytelling and digital media to help young girls develop a strong inner foundation.
My life journey thus far has been filled with pivots, faith, and growth, but every step has reaffirmed why this work matters. At the heart of it all is the same belief I started with: when girls learn to love themselves, they change their lives and the world around them!
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
One of the earliest challenges was internal. Because Primplife centers around confidence and self-esteem, I had to confront my own. Stepping into leadership, visibility, and being the face of something so personal required me to overcome social anxiety, self-doubt, and the fear of not being “ready.” I was building something that encourages girls to believe in themselves while simultaneously doing that work in my own life. Some of that work I did through pageantry (I placed top 3 in the NC International System); which had its own challenges.
There were also very practical obstaes. Funding didn’t always come easily. There were moments when we didn’t have the full budget until a last-minute donation came through. We’ve had venue changes (or lack of a venue lol), unexpected pivots, and people who didn’t fully understand the vision. Sometimes collaborators or community members didn’t grasp the intentional structure behind what we were building. And occasionally, even parents didn’t fully see that the experience wasn’t just an event, it was a developmental process.
Primplife has always been about building confidence from the inside out. Protecting that philosophy meant making difficult decisions, setting boundaries, and sometimes walking away from partnerships that didn’t align with the mission.
On a personal level, I’ve experienced significant life challenges while building this organization, including the loss of my mother in 2023. She was a foundational influence in my life and in the heart behind Primplife. That season required me to pause, grieve, and rebuild. I’ve also had to prioritize my own healing and growth while leading something so emotionally rooted.
What I’ve learned is that evolution is not failure — it’s maturity. Rebuilding, rebranding, and refining are part of making something sustainable. Every challenge, whether logistical or personal, has strengthened my resilience and clarified the mission. I’ve learned to embrace growth instead of resisting it.
The road hasn’t been smooth, but it has been purposeful. And every obstacle has reinforced why this work matters. As Romans 8:28 says, “All things work together for the good of those who Love the Lord and are called according to his purpose.”
As you know, we’re big fans of Primplife Inc.. For our readers who might not be as familiar what can you tell them about the brand?
I’m the founder and creative visionary behind Primplife Inc., a nonprofit organization dedicated to helping young girls—especially Black girls ages 4–11—build confidence, self-esteem, and a strong inner foundation. Primplife means “to make your life as beautiful as possible,” and everything we create centers around helping girls discover their worth from the inside out.
I specialize in developing creative, story-driven experiences that blend representation, imagination, and emotional growth. Through our characters, workshops, and media, we guide girls in understanding who they are, what they love, and what makes them unique. My role is both strategic and creative, shaping the vision while ensuring every part of Primplife reflects care, dignity, and purpose.
What truly sets Primplife apart is our holistic approach. Many programs focus either on external confidence—appearance, presentation, or skills—or on internal development alone. We intentionally bridge that gap.
At Primplife, everything begins with the inner world: self-awareness, confidence, and emotional expression. From there, we celebrate the external—creativity, femininity, joy, and self-expression. The experience is designed to help girls understand that who they are on the inside deserves to be seen and honored on the outside.
Our workshops reflect this philosophy. Girls start by speaking their names aloud, participating in affirmations, and completing activities that help them identify what they love about themselves, what makes them happy, and what they’re naturally good at. We prioritize hearing their voices early, because confidence begins with self-expression.
From there, they engage in creative activities led by women from the community—Black dance instructors, DJs, photographers, makeup artists, and entrepreneurs—so they can see real-life representation all around them! Each workshop ends with celebration: photo shoots, creative play, and moments that allow the girls to fully shine. Parents participate alongside their children, creating shared experiences and conversations that continue beyond the workshop. It’s not drop-off daycare, it’s community-centered, relational, and intentional.
Primplife is a growing creative universe centered around confidence, imagination, and representation for young girls. While we are not hosting live workshops at this time, our revamped graphic novels and digital offerings are available online, bringing the PrimpGirl story directly into homes and classrooms. As we continue strengthening our foundation, families can explore our site and stay connected for future initiatives. The goal remains the same: to help young girls feel seen, valued, and empowered to live beautifully in their own way.
What sort of changes are you expecting over the next 5-10 years?
Because Primplife sits at the intersection of nonprofit work, creative media, and youth development, I see several shifts happening at once. In the nonprofit space, I believe we’ll continue moving toward greater transparency and deeper connection between organizations and the communities they serve. Rather than focusing only on fundraising events, more organizations are showing the real, day-to-day impact of their work to bring donors and supporters along for the journey in a more authentic way.
In creative media and storytelling, I see representation continuing to expand, especially for Black voices and experiences. There’s a growing desire for stories that are surreal but grounded, and emotionally meaningful. As audiences become more vocal and engaged through social platforms, creators and organizations are being held accountable to tell fuller, more inclusive stories with deeper layers.
Particularly for those who haven’t always seen themselves reflected.
I also see a growing need for lower-stimulation, purpose-driven programming for children. We need spaces that support emotional wellness, creativity, and confidence rather than constant noise and distraction. Also keeping the Black American girl voice alive in a youthful way! Something they can grow up with and tailored specifically for them and their experiences.
My hope is that over the next decade, the industry prioritizes inner development alongside innovation, creating work that nurtures the whole person while honoring community, culture, and imagination.
Contact Info:
- Website: https://www.primplife.org
- Instagram: https://www.instagram.com/primplife
- Facebook: https://www.facebook.com/primplife
- LinkedIn: https://www.linkedin.com/company/primplife/
- Youtube: https://www.youtube.com/@Primplife
- Other: https://shop.primplife.org
