10/10/2025
Hello,
First of all, I would like to sincerely apologize for this unfortunate incident, regardless of the reasons behind it.
The employee who made the recent inappropriate comment is young and inexperienced, and it seems this led to their thoughtless and absurd statement. This employee is now terminated.
However, I believe many people are misunderstanding our business, "BEAUTIFULL," so I would like to share the following information. Everything written below is the truth, without any lies, so I kindly ask you to read carefully.
I, JP LIM, have been doing business in predominantly Black neighborhoods in Richmond for the past 35 years. While there have been many challenges, I’ve also had countless valuable experiences
When I first opened the store, many customers—especially single mothers—didn't have cars, so I personally gave rides and delivered goods to those who spent over $30. I visited countless homes in the process.
I have experienced armed robbery and been caught in various incidents, but perhaps because of my family's warmth and genuine kindness, no one was seriously harmed. I believe our sincerity when dealing with customers helped prevent any major accidents.
Since 2000, I have been involved in the beauty business. When I was about to begin, I asked my daughter what kind of business I should run. She said, “I want customers to feel proud, not ashamed, when they come to your store.” She was telling me to make a store that was clean and stylish so customers would enjoy shopping there. I invested everything I had to build the cleanest and nicest store possible, which became the BEAUTIFULL on Chamberlayne Ave. I no longer own that store for personal reasons, but that was the beginning, and many customers loved it. Afterward, I opened HULL ST BEAUTIFULL with the same concept.
Of course, there was a purpose to make a living, but my original intent, shaped by years of working in Black communities, was to create a great shopping environment for our Black customers.
Having been in business for so long, I have always carried a heart full of gratitude for the community. That’s why I’ve donated whenever possible and still donate regularly.
However, in accordance with Matthew 6:3—“Do not let your left hand know what your right hand is doing”—I’ve tried not to boast and have quietly continued these good deeds behind the scenes. Because of the current situation, I feel compelled to now share some of the good works we’ve done over the past few years.
In 2020, when COVID-19 broke out and it was difficult for people to get masks, we set up a tent outside our store and gave out masks for free. We handed out over 20 boxes, valued at more than $10,000.Since then, we’ve continued donating regularly through a program called “COMMUNITY REACH OUT,” which is managed by a man named Mr. Willis(Member of NAACP) 804-399-1111 His full name and contact information will only be shared with those who truly need it.
We've also been helping two local churches by supporting their rent each month—one with about $1,000, and another with $525—for the past four years. That adds up to approximately $72,000 in rent support alone. If needed, I can request documentation from the pastors of those churches.
The information of Churches we are helping under the name of BEAUTIFULL” listed as below,
Increase International Ministries:
Pastor Mr. Harvie 804-683-155x
Supporting Monthly $1,000.00 from Oct.2020~now
The Lining God Ministries
Pastor Ms. Corenthia 804-301-114x
Supporting $525.00 from June.2021~now
(Their full name and contact information will only be shared with those who truly need it.)
A few months ago, due to a significant drop in sales since COVID, we considered stopping the rent support. However, we decided to continue helping the churches, believing it to be God's work—even if we are struggling ourselves.
Helping the community comes from a place of sincere gratitude, so we didn’t advertise it out of humility. I hope you understand this.
Regardless of the reasons, I take full responsibility as the business owner for not properly training our staff, and I accept this with a heavy heart.
To show our renewed commitment to the community, we will hold a COMMUNITY BLOCK PARTY on Saturday, October 25, and before Christmas, we’ll have a major Super Sale Day to give back to our customers.
During the recent $1 SHOE SALE, we suffered great losses. Many of the shoes we sold for $1 cost us $2 or $3 per pair. We did it wholeheartedly as a way to serve the community.
If you visit our store, you’ll see many braiding hair products displayed outside. Because we do not view our customers as potential thieves, we leave products unattended outside. Customers bring them inside and pay at the register. That’s how much trust we place in our customers.
At the COMMUNITY BLOCK PARTY, we will be offering hot dogs, hamburgers, and drinks, and everyone who comes will receive a small gift box.
I swear on my honor that everything stated above is true, without a single lie.
Once again, I and the rest of the BEAUTIFULL Team thank you for your continued support. I look forward to seeing you at the BLOCK PARTY on October 25.
Sincerely, J.P. LIM [email protected]
