The perfect balance of beauty and a strong sense of ethnic identity exists in the person of Morva Smith-Taylor, a Briton of Jamaican parentage who has distinguished herself as a world class cosmetologist who is actively championing the cause of pride among women of African descent.

Over the last 18 years, she has opened four salons in the United Kingdom that cater to the aesthetic needs of her predominantly high-end female clients of colour while offering socio-ethnic stimulation of the mind. She has since sold three, and is five years strong with her Avorm (an anagram of "Morva") salon in London. Her recent foray into the United States with Salon Unlimited in Pembroke Pines, Florida, will no doubt seek to replicate the success that she has enjoyed in England and empower her clientele in the process.

"An important thing that is built into the he ethos of my operations is educating and motivating the client. It isn't just about doing their hair. A feel good factor needs to be there, and while a little nonsense is okay in conversation, we try to edify the client at the same time so they go away with something extra," stated Smith-Taylor.

She added that the classy and stylish décor of her establishment in London is all about African royalty and an appreciation of the finer things in life. According to Smith-Taylor, it portrays sophistication and is geared towards maximum comfort. In terms of being edifying, Nubian heritage, which hearkens back to the African centre of culture and power in the ancient kingdom of Nubia, is captured through art. Staff members are of briefed on the relevant history so that they can meaningfully engage the clients in discussions.

"We have a lot of cultural and ethnic artwork. One of our pieces is dedicated to our males worshipping our females, but not in a derogatory manner…just holding her up a as she needs to be. We have a lot of Egyptian art and they are great conversation pieces."

For the recent holidays, she imported a beautiful six-foot tall black Christmas tree to reinforce the message that black is beautiful. She credits her strong sense of identity the 13 years that she spent growing up in Manchester, Jamaica, after living in England for the first 11 years of her life.

"My mum always ensured that we always had our culture with us…it was always there. We quickly fell in line with Jamaica and all it had to offer. Jamaica is a 'can do' society…there is no room for 'can't'. The people are very proactive and you take that with you wherever you go. I am deeply patriotic, and I'm always fighting in Jamaica's corner."

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