Diamond Beauty Supply emerged from the ashes of the LA Riots in 1992. During a time of racial discord, a Korean-American family rebuilt burned-down gas stations in the heart of Los Angeles and embraced the very community the media claimed committed the violence. The owner of Diamond Beauty Supply, Joyce Choi, having witnessed the events first-hand and graduated from UCLA with courses in African-American Studies understood the truth. Joyce combined her family's business with a need for quality affordable beauty and hair supply products such as hair extensions, hair care products, beauty cosmetics, and over 10,000 different selections of one dollar jewelry;now a local's favorite. With a focus on supporting the women in her community, Joyce expanded the original Diamond Beauty Supply to 3 locations first location on Hoover and Manchester, second location on Western and Manchester, and lastly a location on Centinela and Inglewood, hiring women and returning a great deal of its profits to the locals. With the passion of how beauty has empowered the community, Joyce is now producing a reality show to further provide exposure to promising youth who truly embody internal beauty. Her faith in God and love for fulfilled potential around her employees propels her enterprises forward with its continuing mission to give back to the community which helped her grow.