Amber Jones of Belle Collective: Birmingham Is a CFO, CEO, and Force of Nature
Amber Jones has already done the work. Thirteen thousand people have repaired their credit, launched businesses, and learned how to build wealth because of her. She just did not do it on television. That changes now. As CFO to Canvas Beauty founder Stormi Steele and a cast member on OWN‘s newest franchise, Belle Collective: Birmingham,...
Black News 
Amber Jones has already done the work. Thirteen thousand people have repaired their credit, launched businesses, and learned how to build wealth because of her. She just did not do it on television.
That changes now.
As CFO to Canvas Beauty founder Stormi Steele and a cast member on OWN‘s newest franchise, Belle Collective: Birmingham, Jones steps in front of the lens with the same energy she has always brought to the boardroom. Her company, Life Key Financial Group, Inc., is a full financial ecosystem she built from the ground up in Birmingham, Alabama, offering credit repair, tax services, and business development support to clients across the country.
“This opportunity pushed me outside of my comfort zone,” Jones says. “But I wanted people to see that there’s more behind the titles. There’s discipline, there’s faith, there’s real work that goes into building something from the ground up.”
She is not wrong about the titles. Jones is CEO of Life Key Financial Group, a company she built that has helped over 13,000 people on their path to financial freedom. Stepping into a reality franchise was not about reinvention. It was about expansion.
“Stepping into this space wasn’t about becoming visible for the first time,” she says. “It was about allowing people to see another layer of what I do.”
Her working relationship with Stormi Steele is built on something most business partnerships can only claim to have. “We operate with a deep level of trust and accountability,” Jones explains. “Day to day, it looks like alignment on the vision but also being able to challenge each other when it comes to execution. For me, it’s never personal. It’s about making sure the business is operating at its highest level.”
On screen, that same directness creates friction. With unresolved history between Jones and castmate K’la Inman surfacing throughout the season, old wounds complicate what is already a delicate group dynamic.
Jones does not soften her position on any of it. “Loyalty means you show up truthfully, even when it’s uncomfortable, and you stay committed to doing what’s right,” she says. “It’s easy to say you’re loyal when everything is good. It’s really tested when there are challenges.”
Her loyalty to Birmingham operates on the same terms. “Birmingham is building something real, but it’s being built with substance, not just visibility,” she says. “What people outside the city don’t always see is the depth, the faith, the resilience, and the community behind it. There are people here creating generational change, not just moments. It may not always be loud, but it’s powerful.”
For Jones, being part of a show that puts Black women and their work at the center carries real weight. “It means a lot to be part of something that highlights Black women building, leading, and navigating real life,” she says. “You’re not just seeing success. You’re seeing the process, the pressure, the decisions, and the growth behind it.”
And for the women watching who are still figuring out where to begin, her message is clear. “You don’t have to have it all figured out to start. What matters is your discipline, your mindset, and your willingness to keep going, even when things don’t look how you expected. Stay grounded in who you are, stay consistent, and trust that what you’re building has purpose.”
Amber Jones was never waiting to be discovered. She was building. Now the world gets to see it.
Belle Collective: Birmingham airs Fridays on OWN.
