Amber Jones is stepping into a new level of visibility as a featured voice on Belle Collective: Birmingham, the first expansion of the franchise into a new city within the OWN Network ecosystem. Set in Birmingham, Alabama, the series follows a collective of ambitious women building businesses, navigating relationships, and redefining what it means to be a modern Southern Belle.
At the center of that evolution is Amber—a former professional basketball player turned financial advisor and founder of Life Key Financial, and now Chief Financial Officer of the rapidly growing Canvas Beauty Brand, founded by Stormi Steele. Known as Stormi’s “business soulmate,” Amber operates at the intersection of strategy, loyalty, and long-term vision, helping guide the brand’s expansion while maintaining the structure behind its success.
But with visibility comes complexity.
As the series unfolds, viewers will see the layered reality of balancing business and personal relationships in real time—particularly as past tensions resurface between Amber and fellow castmate K’la Inman, blurring the lines between friendship, loyalty, and professional boundaries.
Still, what stands out most about Amber isn’t just how she navigates pressure—it’s how she stays grounded through it.
Rooted in faith, guided by discipline, and anchored in a deep sense of self, she brings a presence to the screen that goes beyond performance. There’s strength, yes—but also softness, humor, and a willingness to let people see her in real time.
And in between conversations about business, legacy, and emotional growth… there were a few unexpected laughs, too.
And yes… she’s also a peach rings girl. Which, somehow, tells you more about her than you’d expect.
More Than Strength: The Woman Behind the Structure
Watching Belle Collective: Birmingham, it’s easy to recognize Amber’s strength. It’s in her tone, her presence, her decision-making. But what’s not immediately visible is the depth behind it.
Off camera, she’s not leading meetings or navigating high-stakes conversations—she’s waking up before sunrise, joining her prayer call, going to the gym, and finding peace in the simplicity of home.
“I’m still just a country girl at heart,” she shares. “One of my favorite things is going to my parents’ house, laying on the couch, and just being present—looking at the cows, the horses… just enjoying life.”
That contrast—structure and softness, discipline and stillness—is what grounds her. And it’s also what allows her to show up fully in every space she enters.
Faith First, Always
For Amber, faith isn’t just something she references—it’s the foundation of everything.
“You can’t do anything without God,” she says. “Life and business will put you through trials, but when you develop a real relationship with Him—not just religion—you find a peace that doesn’t make sense.”
It’s that peace that carries her through pressure, visibility, and the complexity that comes with both.
Even as Belle Collective: Birmingham invites viewers into deeply personal and sometimes tense moments, Amber remains anchored—not in perfection, but in perspective.
“The roof could be on fire,” she says, “but I still have peace within.”
Letting People In—On Her Terms
There’s a level of emotional fortitude required to exist on reality television—especially as a Black woman in leadership.
Amber understands that with visibility comes interpretation. With storytelling comes editing. And with openness comes opinion.
But instead of shrinking, she leans into the responsibility of showing the full picture.
“In real life, if I’m not moving toward a solution, I’m not talking about it,” she explains. “But on TV, you have to give your opinion—and keep giving it—so the viewer understands what’s going on.”
Still, she approaches it with intention, offering not just reactions, but context—allowing people to see not just what’s happening, but why.
And through it all, she carries herself with a balance of strength and grace that reminds you: everything isn’t always what it seems—and that’s okay.
Building Legacy Beyond the Spotlight
For Amber, success has never been about visibility alone.
“Legacy for me is impact and inspiration,” she says. “I truly believe your gift will make room for you if you’re walking in your purpose.”
That purpose extends beyond her role as CFO. It shows up in how she advises athletes, how she supports growing businesses, and how she contributes to the evolution of Birmingham as a rising hub for innovation, beauty, and entrepreneurship.
“People think of Alabama as football or civil rights,” she says. “But there’s so much more happening here. And I’m excited to be part of that.”
Her vision of legacy isn’t tied to a moment—it’s tied to movement.
The Discipline Behind the Title
There’s a quiet honesty in the way Amber talks about success.
No performance. No illusion.
Just truth.
“Failure,” she says simply. “People don’t talk about how much failure is part of success.”
And beyond failure—sacrifice.
To reach the level she’s operating at, she’s had to make intentional decisions about how she spends her time, her energy, and her focus. That includes stepping away from distractions, listening to her convictions, and redefining what support looks like.
“The people around you are called to love you—not always support you the way you expect,” she shares. “And once I understood that, everything shifted.”
Strength, Sisterhood, and Softness
Despite the structure of her life, Amber is intentional about making space for softness.
Right now, that softness lives in her friendships.
“Girls’ nights, spa days… just being intentional about taking a break,” she says.
But even that has been a learned discipline.
“I had to learn how to actually pause—not just physically, but mentally.”
That shift became even more real after the loss of her goddaughter—an experience that reshaped her perspective on time, presence, and what truly matters.
“It reminded me how short life is,” she shares. “And how important it is to just be present with the people you love.”
And Somewhere in the Middle… Laughter
Somewhere in between conversations about faith, legacy, and navigating high-level spaces, there was also room for lightness.
At one point, we found ourselves laughing over something unexpectedly simple—a quick question about the peach rings she was seen placing in a jar during a promo moment.
“My mom used to have peach rings every Sunday for Sunday school,” Amber shared, smiling. “That’s one of my weaknesses. Every time I go to the gas station, I have to grab a bag.”
It was a small moment, but it said a lot. Beneath the structure, the discipline, and the responsibility, there’s still a softness there—a sense of nostalgia, joy, and ease that she carries with her.
A Woman in Alignment
Amber Jones isn’t just building a career.
She’s building a life that reflects who she is—faith-led, purpose-driven, and deeply intentional.
And as she continues to navigate visibility, growth, and personal evolution, one thing is clear:
She’s not just showing up to be seen.
She’s showing up to be aligned.
And that’s what makes all the difference.
You can watch the full interview on Instagram or here.
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Belle Collective: Birmingham airs Fridays at 9:00 PM ET/PT on OWN: Oprah Winfrey Network.
