Afghan Immigrant Fulfills Dream With Loudoun Business, Names It After Granddaughter

LOUDOUN COUNTY, VA — The dream of opening beauty store and salon JAS has been a long time coming for Fereba Kailani. The immigrant born in Kabul, Afghanistan has been working for decades in beauty services and raising two kids as a single mom, and now she fulfilled her dream to open her own business.

Kailani, a longtime Sterling resident who has been in Virginia for 46 years, told Patch she came to the U.S. as a teen. Because her mother's side of the family has royal blood, the Soviet invasion in the late 1970s forced her family out.

As an adult, she became a hairdresser who has worked in the Loudoun County area for decades while raising two children as a single mom.

"I loved doing hair, and I've been doing it for the last 35 years," Kailani told Patch. "My passion was to one day, to dream about it, have my own store."

That is now a reality at her store, JAS, offers beauty retail products as well as hair and lash services on the lower level of Dulles Town Center below Regal Cinemas. The store's soft opening was in November 2024, but it is hosting its ribbon cutting at 2 p.m. on Friday.

Kailani said she felt emotional about opening a business, recalling how she was told she couldn't open a business with the odds stacked against her. She said her kids gave her that push to open the store.

"I'm so blessed that I have my family with me," she said.

Family is at the heart of the business, after all. JAS is named after Kailani's granddaughter Jasmine, a 5-year-old who was diagnosed with Crohn's disease. Crohn's disease involves inflammation in the digestive area that can sometimes cause serious and life-threatening complications, according to the Mayo Clinic. Kailani affectionately describes Jasmine as a "cutie pie" who has to deal with pain and treatments at a young age.

"It breaks your heart because [Crohn's disease diagnoses] usually start at 13," said Kailani.

Ali Farazad, Kailani's son and Jasmine's uncle, told Patch that the business has a charitable element. It is already working with the Crohn's & Colitis Foundation, a cause close to the family's heart.

"We want to partner with charitable organizations to be able to help them out," said Farazad.

JAS carries thousands of hair products for men and women, makeup, bath and body, nail care and related beauty products. Farazad said he would like to see the business one day carry its own in-house products. The store chose to carry products at different price points so JAS can be affordable to everyone, as well as products for diverse racial and ethnic backgrounds.

The family chose to locate the business at Dulles Town Center, where Kailani has worked at before. Farazad said that while malls have been in decline, the family felt more confident about Dulles Town Center under the new owner.

Indian immigrant Srinivas Chavali purchased the mall in late 2023 and is working to fill vacancies. That includes the future 810 Billards & Bowling, a future virtual reality experience, a new Ninja Warrior-style gym, and the new outdoor open air market in partnership with EatLoco Farmers Markets.

Farazad also pointed to the success of Shotted Specialty Coffee, a Saudi coffee shop that opened in the Dulles mall in addition to the two Tysons malls.

The family understands that challenges come with owning a small business. Farazad said Loudoun County offers the convenience of big box store locations. However, he says the difference a small business like JAS can provide is a personalized experience.

"No matter who you are, she's always going to treat you like family," said Farazad.

Kailani, who has experience as a hairdresser and in retail settings, describes herself as a "people person" and can offer expertise to customers browsing the beauty products. Farazad said his mother will even avoid upselling a more expensive product if it doesn't meet the customers' individual needs.

"[Price] is important, but what is more important is you want to use the right product for your hair," said Kailani.

JAS has the intent of helping other small businesses, too. According to Farazad, JAS has small business products in store and is willing to carry other products like candles, soaps and more.

As a stylist, Kailani feels fulfilled by making customers look and feel beautiful. One rewarding part of the business so far has been customers returning and telling her the products she recommended helped them.

"We have so many choices of our products, and we know about the products," said Kailani. "We want people to come in, see us, try us and buy our products."

Kailani is the head stylist at JAS, but the business is hiring additional stylists. Customers can book hair and lash services online or in person.

For more information, visit www.shopwithjas.com.