JAS, a newly launched beauty retail store owned by Afghan American entrepreneur Fereba Kailani, hosted a ribbon-cutting ceremony at Dulles Town Center Mall on April 11, 2025, in Sterling, Virginia.

As a minority woman-owned business, JAS aspires to become a trusted beauty destination in Loudoun County, offering high-quality products and personalized services for customers from all walks of life.

During the event, Kailani expressed appreciation to the Loudoun County Economic Development for partnering with JAS and supporting the launch.

As an immigrant, Kailani reflected on her personal journey and longstanding dream of creating a business rooted in resilience and purpose.

“I’ve been in the beauty industry for over 30 years, and to be standing here today, in front of my own store – it still feels surreal. This isn’t just a store to me. It’s a symbol of how far we’ve come, and a reminder that with hard work and community, dreams really can come true,” she said.

She emphasized her vision for JAS to become an inclusive and welcoming space. “We’re excited to serve, to grow, and to give back to the community in every way we can,” she added.

While the store officially opened in November 2024 and has already seen encouraging success, Kailani shared that her journey has taken on new meaning. Shortly after launching JAS, she learned that her five-year-old granddaughter had been diagnosed with Crohn’s disease – a revelation that has since fueled her mission to support children affected by the condition.

“I came to this country and as an immigrant and it is very important to give back to the community,” she told South Asian Herald.  

Kailani arrived in the U.S. in 1979, after her family was forced to flee Afghanistan. She has lived in the same home in Sterling, Virginia, ever since. Recounting her personal story, she spoke of growing up in a new country, going to school, getting married, raising two children, and navigating life as a single mother after an early divorce.

“I am single mom for so many years, and I raised my both kids myself. I really work hard. And one of my dreams was to just open up a hair salon and products store because I have a deep knowledge about products. I have been in this industry for over three decades,” she said.

Business Retention Specialist at the Loudoun County Economic Development, KC Tregoning, reiterated the county’s commitment to supporting minority- and women-owned small businesses.

“Supporting small minority women-owned businesses is something that the county strives to do. We do that through so many of our different programs and we are here today to support JAS and Fereba. It’s an honor and a privilege to serve our small business community,” Tregoning told South Asian Herald.

Kailani’s son, Ali Farazad, called the day a “proud moment,” and extended thanks to Loudoun County for participating in the event.

“My mother came as an immigrant from Afghanistan to the United States in search of the American dream. She has realized her dream by opening her own business,” Farazad told South Asian Herald. “I’m very blessed to be in a position to be here for her and support her.”

JAS is named after Kailani’s granddaughter, Jasmine. Kailani’s daughter, Rita Kailani, shared that the name holds special significance.

“JAS is named after my daughter Jasmine, who has a medical condition for Crohn’s disease,” Rita told South Asian Herald. “So we will love to support anybody who looking to fundraise for Crohn’s and help the community.”

Having worked in the beauty industry herself for nearly 30 years, Rita expressed pride in supporting her mother’s vision. “It’s just a dream come true,” she said. “It’s a wonderful experience to witness my mother’s journey.”

Executive Assistant, Courtney Conroe from the Office of the Chair At-Large, Loudoun County Board of Supervisors, Phyllis Randall, represented Chair Randall at the event.

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