I Want a story that demonstrates that clients are planning to or have commercialised since the workshop. The post-workshop article should feature at least 2 participants from Ocho Rios and Montego Bay outlining their experience and their plans going forward, particularly as it relates to commercialisation.
Their background will be significant in finding out how they are and the impact that the training will have on their manufacturing/retail business in fashion.
Also details on the workshop itself as it relates to number of participants, what was taught, the likely outcome, etc. This is from the facilitator/organiser.
For context, go back to the pre-workshop discussions and review what the agency’s goal was going in. Explore the extent to which this goal was/is being achieved from both industry development as well as entrepreneurial capacity building perspectives.
I need a solid article on this that can be pitched to The Gleaner.
Voice of Robert Hall, Fashion Designer at JBDC and Facilitator: 
and we did multiple colours okay what was the final product so the final product we didn't do a product we basically had basically did samples so everybody did um two samples at least two samples okay which you can see from the the pictures um that yeah i saw the pictures and i wasn't recording a while ago i just started recording so i'm trying to get get what you said before on tape so i'm just going to repeat what you said and we're kind of continue so you really wanted to give um new material bring new material to the tourist area and kind of refresh your products absolutely um yeah so the goal was to the goal was to um the goal was basically to allow the persons in that region to be able to have um arsenal to basically refresh their products you know um to do to to to to extend their product range um and really you know bring a new energy to basically products that they probably have on offer already um we had a mix of persons persons who already were out there selling in the industry persons who are thinking of just starting and persons who um you know are you know were just kind of either just exploring the methodology and see basically what could come out of it okay and this was a success it was an absolute success persons uh um you know we were it's it's it's a lot to go in go down to get done in a day but you know amidst some of the challenges we had a few chances in montego bay but overall we're able to actually come you know get through you know to get through them and ensure that persons understood know how to actually deploy the process in their own space you know um and of course know you know as i said everything from actually generating an initial design you know i'm not having to copy something but really just having easy ways to generate your own ideas and then just understanding you know how that evolves now when you actually put it on the fabric and then even allow it based on different layout approaches you know as in positioning different ways on the fabrics and different combinations you are really able to um get um you know come with um exciting um outcomes and then of course now the dying no really no finished off the dimension because you really know we're able to see if i do it in one colour it's a if i do it in two cars it becomes b okay you know any more so um absolutely um you know there are the the the the we are looking at you know going back into you know other eras out of tone and possibly um expanding you know giving persons a space not to really work on prologue so that's generally where we're going with this okay all right thank you um get the names from kim and i so i can give them a call yeah man thank you all right no problem yeah man all right cool
I interviewed 2 clients. 
Voice of Dr. Asha Mwendo
So I just want to know, what was your experience like in the Jadire Batik Printing Workshop put on by JBDC in March 2025? The experience was great. It was great. I enjoyed the way the instruction was given and the demonstrations were given.
You can't include it in the training. It was excellent. Excellent, yes.
So why did you choose to participate in this training? Because I opened my mind to learn something new. Are you currently operating in the tourism sector? Are you a fashion designer or some type of creative? Okay, so I am a creative in the sense that I make tops. I make blouses, a different type of tops, personal and sports.
But I also do other things, so that was part of what I did. Okay, so do you sell these tops to people who supply to tourists and so on? Not necessarily to anyone who would want one of my tops. I have sold to tourists before because I had a friend who worked on this here in Palmas and so he had introduced my top.
So I don't sell to anybody who wants. I have not reached the stage where I actively buy the garments yet. But I am getting prepared for that.
Okay, what's the name of your business and where do you currently operate? Okay, my business is Wellness in Motion. The line for the tops that I have are, of course, my name, Ashamo in the line. Wellness in Motion and the line for the tops is Ashamoendo.
And my tops, my tans were made by him. Your tans were made by Ashamoendo? Yes. So you are no stranger to DVDs even? No, so my tans were Ashamoendo, Life and Motion.
That's the name of my top. Life and Motion. Ashamoendo, Life and Motion.
That was my tans. Okay, so when you saw this training, you said okay, you went into this to kind of add something new to your business? Because it's something I have really wanted to learn by teaching. I have tried more than once to find out where I can get to learn by teaching.
Because when I was very small, I was introduced to it one long time ago. I didn't like the idea of it. And I like the innovation of creating a purpose that will look how I want it to look.
So because I started to make my tops, because one day I could not find the tops that I wanted to wear. And then the person started to say they liked them. And so I just wanted to create a little bit more uniqueness to my tops.
So the person said, you know I designed those myself. That's nice. So you already do batik? So you already print batik on your fabrics and then make them into tops? I did the training.
Oh, since I did the training. Since I did the training. So what has been the feedback from customers so far? Okay, so I just got a few samples and the feedback has been great.
And the person is asking, so where did you get this fabric? I'm not seeing it anywhere. Oh, you have not seen it anywhere because I designed it myself. Nice.
I like it and so I'm thinking. So I just bought some fabrics because I think I just have a few samples from friends. Which they have to pay me for it though.
And I decided no, I'm going to do another batch. And I even have one person in JBDC that I plan to give her one and get her feedback as well. Okay.
Because she has purchased tops from me before. Okay, so there's that. I plan to use her.
She works in the Montego Bay office. William is her last name. Anita Williams.
She has purchased tops from me before. So she knows that she can wear pants that I give her tops. As a creative, do you observe that a lot of people are doing the same thing? Yes.
In your field. Tell me more about that and why you want to stand out. So I know a lot of persons are doing things as creatives.
And what I think about creatives and their job is it doesn't matter if 10 people are making tops. As a creative, your top can be unique. It can be different.
And you can have that one thing that makes you stand out a little bit above the others. And so I am not daunted by it. Maybe I might go to a workshop or a function and 10 people have tops on their stall.
It's just that nice top. As long as they are in the life and motion line and they are unique, they will stand out. That's all I can say.
And you see the jadee ribatik technique elevating that and adding to that. It has elevated. It has started the process of elevating my tops already.
Because one of the things it did for me was create in my mind something special. So I already approached doing what I am doing as something unique, something different. Something that I can control.
Because a lot of times you go into the stores, you know the design you want. But you also know how to take whatever fabric is available. While I will still use generic fabrics, regular fabrics, I will also be able to do my own unique fabric as well.
So it has already created the emotion of being special in my heart and in my mind. Of being unique and the ability to stand out. That's what the training did for me.
That's great. That's so nice. So you do tops now.
How long have you been in the business? I have been doing tops since 2018. I have been doing tops since 2018, 2019. Okay, 2018.
I am just jotting down things as I go. I think I did my first top with my brand. I am trying to remember when I did that though.
If it was in 2018 that I put my brand in it for the first time. I don't remember what was going on there. Because I used to make them without anything in it, any tags.
And then I decided to approach BBDC for doing my tops. And they did them so well. I did a sample, a few.
And it was so good that I went and I took more. And I really have tags now too. So with this new technique, you have new designs in your top.
Do you see new markets opening up for your business? I expect new markets to open. Reason being, I have persons now asking me. Because one of my things that I normally say to my clients.
Don't ask me to make anything for you. You buy what I have. I am not a designator.
I am a designer. So you buy what I have. But I have had persons who have said to me.
We know this is your thing. But please, you can't do this for me. So persons are asking me now for specifics.
Before, persons don't say. Okay, I want a top and I just present what I have. But persons are now knowing that I do designing.
Somebody tried to call on myself. But what the training has done for me. Is making me feel like a real designer.
So it gives me that sense of pride. You know normally when you buy a piece of fabric. And you sew a top and you distribute the top.
But now I feel like I can genuinely say. I am a designer. Because I design my own fabrics.
And then I design my own styles. And persons will now call me and not tell me exactly. They will say to me.
You know I want something in blue. Or I want something in green. One time they couldn't tell me that you know.
They have picked up my house. But now if I have what they want they take it. But now because I am designing my own fabric.
They can say to me. Can you design me something. They won't tell me this style.
Because they don't understand. No, no. Let's say.
Can you design me something in blue. Because then I am just going to make the fabric for them. And I made one for someone recently.
We tried the same batik thing. And how they taught us to do the dyeing. Where you do one level of dyeing.
And then you can take a plain white fabric. And you do a level of dyeing to a certain colour. Then you put all the batik design.
And then you dye it with a different colour. And so it looks so nice and so unique. And that is really making me a designer.
I love that for you. So tell me a little bit more about Wellness In Motion. Okay.
So Wellness In Motion is a holistic. It's a holistic wellness company. That takes you from where you are.
To where you want to be. And our tagline is. I'm trying to remember now off the top of my head.
My tagline that I use is Wellness In Motion. Helping you to find your wings. No, no.
That's not it. Let me tell you exactly what it is. Wellness In Motion teaches you how to open your wings.
Find your wings. And fly into your purpose. That's our tagline.
And. Your wellness journey starts here. That's the tagline.
That's what you call it. The mission. And the mission is helping you to open your wings.
Find your wings. And fly into your purpose. So what do we do? I am a psychologist.
So I help you with your mind. I am a counsellor. Who guides you in using a healthy mind.
To create a well body. And create your own life journey. Choosing your own path.
Getting to where you want to go. We also do motivational talks. So we go through graduations.
Whichever function you want. And so I serve as keynote speaker. So I will speak on almost any topic.
That you ask me to speak on. Because I do my research. And serve as speaker.
So I speak at functions. Graduations. Girls day.
Holidays. Whatever function schools are having. And I am a pro guide speaker on that.
And sometimes I would love if people get some jobs for me. So if you are having staff development. I do staff development as well.
We do staff development. So we can come and talk to your staff. We have done that.
For a few companies. Which I am proud of. You know, Harrison Palmer.
To do staff development for them. And I do training too. So we do workshops.
We do training. For different companies. Depending on what your situation.
Your company is facing. We will come in and do that. I don't do business development.
Because you know that's a special niche. To do business development. But when you are doing your business development.
You can ask us to come in and do your staff development. So I am trying to understand. How does life in motion.
The thoughts. How did that start? So life in motion. Is the meaning of Asha Moreno.
Asha Moreno means life and motion. Life and motion. Right.
And then now. Life and motion. The tagline.
All of that came after wellness in motion. So it fits right into my purpose. God has called me to live.
So when you interact with wellness in motion. You live a full of life. And a willingness to want to live.
So you no longer live by accident. You don't start living on purpose. How did you start designing? What led you to start designing? I needed a top that makes me feel free.
I needed a top that when I have it on and walk out there. I don't feel like I'm anybody's sister. Or mother or auntie.
Because me and them have all the same clothes. And I got up one morning. I always have been searching for that kind of top.
Not really seeing what I wanted. And then one morning I got up and I said. I want to go to a meeting.
I want to go to a workshop. And I was going to stand before these people. And everything I put on didn't feel right.
And so I just took out my sewing machine. And at that time I didn't cut all something. I just chopped all something.
With a nice piece of fabric. And sew it up. And iron it.
And put it on. And went to the function. And everybody said.
Wow, where did you buy that? And the office was on fire. So I started to make a whole lot of tops like that for myself. And the person started to think.
They want one here. Can I get one there? And so I started to create for friends. And then for anybody else who would ask.
And before you know it. She was there at the agency as well. And Anita and the group in Montego Bay.
So every time she would go to a function. Because I had gifted her a top for doing a workshop for us. And they were buying it.
And I gifted her a top. She would tell people that I do this. Until I started to tell people myself as well.
I started to believe in my ability to do. And a vision was born. And I decided to stick with it.
And I have been doing it. And then when I went to the back meeting. I was at a crossroads.
I was like, I'm not sure I want to do so much tops anymore. I'm going to just focus on my wellness thing. Because that part is not too badly.
So I don't put these tops. I had surfaces with physical illnesses. And guide them in how to achieve health.
And that is not really too badly. So I was weighing my mind. Should I continue doing both sides of the business? Or do I stop? And I was going to have my workshop.
I was creating my own bag. But then I decided now to. So I created my design.
And asked a friend to sit and talk to me. And she liked the thought of it. Because she wasn't doing anything at all.
As a leader. So I took her to the workshop with me. And I knew business was kind of branched out.
Because now I can design my top. And she will sew them for me. If I don't have the time.
So I am now a flood company doing my bag. So you mentioned tops and bags. So do you plan on branching out to different... The bags I do.
I normally just do them from my workshop. I have been doing bags for a while. So every year I have a retreat.
So I do that as well. I do retreats for people too. So if they want to plan a holistic retreat.
Or if the company wants to do a retreat. And wants to use a small man. Who is not well known.
Because no one knows the top to go for meetings. I am available as well. I do excellent retreats.
I have always gotten good feedback. Not just praising myself. But they say you shouldn't blow your own trumpet.
I don't believe in that. I believe if you have a trumpet. If you don't blow it.
Well you are not supposed to put them over the trumpet. So you need to blow your own trumpet. As I teach, I practise.
And so I do retreats. So the bags I make are normally for my retreats. I only did bags once for a group.
I was in a cancer. Pink and white cancer foundation. And they wanted to do some bags.
Because they like the bags I do. And I branched out and did it for them. That's the only company I have ever done it for.
I normally just do it for myself. Do you see yourself going beyond blouses? Other tops? I have been thinking about doing pants. But not just pants.
You know those kind of loose wearing pants. What type of pants? Loose pants. I don't know what they call them.
Maybe they have a name for them. But I have to learn these names. But you know those loose fitting pants.
That would fit me for the batik style fabrics. I have been thinking of doing some of those as well. Because I did learn to make pants.
And I have a template. That was created for me by... I don't remember her name. She does African clothes.
In Kingston. I don't remember the name of it. But she does good African tops.
And she created that template for me. Where did you say your business is located? We are in Montego Bay. I am not located in Montego Bay.
I am located in Trelawny. Backstreet, Trelawny. But I go to my clients wherever they are.
You don't have a physical location? I have a physical location at my home. But then I provide concierge service. That I go to my clients.
I hope that was good. I hope that was a help. To be honest.
I really enjoyed the training. And I am hoping that more will be done. That I can get a little refined on my technique.
Because one training was good to help me. But I am quite sure that I can learn more. But as I have said and I will repeat it.
This was such an excellent workshop. I believe if we could get it in other parishes like Trelawny. I believe it would be a good way to open for young people.
Because there was a time when I came to Trelawny. Because I am not originally from Trelawny. I realised that there was a batik factory in Trelawny.
So many, many, many years ago. On my rock. The sign is even still on the wall.
The batik. There was a batik. They used to do batik here in Trelawny.
So many years ago. And you have some old people. And I am telling them about it.
They say, Lord, that still exists. Because I do talk with this group as well. And so I am thinking that a lot of persons would want to learn that skill set.
Especially in a tourist rich area like that. And it is a tourist rich area. So even the people who work on the pier.
Because I am planning to approach some of them as well. To take my top. My friend who used to work on the pier.
She is no longer there. But the person who manages the pier. Mr. Tweedy and I. We are good friends.
And so I know him a lot. Many times I want to come. So every time I go.
I do wholesale castor oil too. And I have a few persons on the pier that buy castor oil from me. And so I want to offer them some of my tops as well.
Because you do wholesale too. Yes. So that is a good thing to do.
Yes. Yes. So I do.
Because some persons will say. They don't tell me what style they want. But they say I want 6 tops for a tourist market.
Things that they never seen before. Oh yes. I sell to tourists.
It is not true. Because I sold so much that I sell to tourists. Yes.
So recently some persons were coming in from the Kiwanis. They were having a ship coming in. And somebody told me that the ship was coming in from the Kiwanis.
And they would love to. If I could do some of my tops. So being an old Kiwanian.
I know how to do some designs. With keys on them. And blue fabrics and all of that.
And I gave them to her. Sold them to her. At one price.
Wholesale price. And she told me that they went very well. Because I only gave her half a dozen.
And she sold all. That is so nice. So this has helped me to expand my business.
Taking a little extra income. For my different stores. Okay.
Thank you so much for speaking with me. If anything, else I will be sure to let you know. Okay.

Voice of Nadine Pennicooke
So, you participated in the training in Montego Bay, was it? Yes, Montego Bay. So, tell me why you participated in this training. Yeah, because I want to be a part of the culture, natural things, things, Jamaican things.
I design and so, and then I wanted unusual stuff. Things that people will gravitate to and it's just in Jamaica that we, it's from personal touch. So, when my friend tell me about it, then I said I want to come there to, to learn how to do these things and be partner with others who are doing it too.
Okay. Are you a fashion designer or a creative or a type of creative? I do, I design and make clothing and I also do rock art. Okay, tell me a little bit about your business.
Tell me more about, tell me, tell me more about the things that you design. I just do clothing, like I make dresses and then I paint them. I sew at home.
I sew from home. So, I make dresses and paint them. Paint them.
So, who are your buyers? Well, I just started and I have been reaching out to persons in the tourist industry because I do the CBD course and I think to get one of these shops, the craft market, I have to get through with that. So, the president by the shop said I must just continue doing my work and do the course, do the things that will help me to, when the time comes and the opportunity comes for me to share a shop or get a shop. So, I continue doing my work from home.
So, when they have the craft shows and stuff, I try to attend. Okay. Find out through TPD when they are having the shows and how I can be a part of it.
Okay. So, you plan on selling to tourists and so your pieces. I'm sorry? And local also.
Okay. Local persons also. So, what was your experience like though in the training? What did you learn and what was it like? Well, the fact that they actually were teaching us how to make our own.
Well, the fabric is made already but to make our own design on fabric, that was very good and it lasted. So, the way that they teach us to do it, that I think I'm going to use. I've not started using it yet but I'm going to use it.
As I said, my business, I just started of doing this. So, as I continue, then I'm looking forward to learning more because they said they would come back. So, I'm looking forward to learning more about it and how I can go about.
I was thinking of doing like the dress and then just do the thing on the dress instead of doing the fabric. So, you would make the dress and then print it? And then print the thing onto the dresses. So, you mentioned that you wanted your products to be unique and have a touch of Jamaica on it, right? So, how do you see what you've learned adding to that? Yeah, because that's the uniqueness they bring here because you can make any pattern that comes to your mind.
And that is unique in itself because it's coming from you. So, whatever pattern you make up and then you put that on anything, it's going to be just you. Nobody else can have it and get it from you because it was your original pattern.
So, they teach us to make the dry in the sponge and then to put that to the fabric. Okay. So, you speak about uniqueness.
As a creative person, looking around you and other creatives, do you see a lot of uniqueness or do you see just the same type of trend and styles in the marketplace? What are you seeing? Well, for me, I'm seeing just persons. Everything is shimmy and that is what a lot of persons come up when I go in town because I rent a space and I put my things out so that I can show to local persons in the town. And people come up to me and all I'm hearing is, Miss, you must come back.
Miss, you must come back. Because we are tired of shimmy. We are tired of this.
We are tired of that. I was surprised that people respond to the natural things because I use mostly linen and cotton. So, they are responding in that way.
Although they, well, I think people just do what is available. Maybe because most persons are coming out of the natural way of dressmaking. So, they just do what is available and sheen and, you know, it's available.
So, that's what's popular. So, most persons are saying to me that they want things like this. But they just buy me sewing the stuff and doing the handprints and then they say they want stuff like this because they are alone.
They will be alone in their outfits and so forth. So, you see yourself kind of setting people apart. How they look and how they dress, they just look different because of the prints that you use and the way that you make your dresses.
It doesn't look like a uniform per se. No, no. And you have such a personal.
When somebody does a dress, it's kind of personal. You feel, when you are wearing it, you get energy from it. Because it's like you see the work that goes on into that one piece of thing.
So, you feel better. You not only look better or look unusual, but you feel good within yourself. Like, you know, a lot of work goes into this.
Unlike when you are buying something and the fabric is synthetic and, you know, no seams. Okay. So, you operate in Montego Bay? Yes, in Montego Bay.
Where is your business located? Well, I store at home, as I said, and I just go to a spot in Mobile. I registered my business. I have not started paying it because it's just another thing.
I registered, they said, one year time. What's the name of your business? I just do it to make sure I do the proper thing. Yeah.
So, I just store here and then I bring the stuff downtown, rent a space. And for this weekend, like Fridays and Saturdays, I'm just selling that space under a tent. Because I don't have a shop yet or anything like that in the market, in the craft market.
Okay. Okay. So, when you speak of people, they want the authentic Jamaican things.
You said that you were surprised. Why? I was surprised because I personally would say that I am weird in the things that I used to design years ago. When I used to do more designing and take a break, really.
But I used to just make for myself and for my friends and so forth. But they always say it's weird and stuff. And then now I see like most persons actually looking the same.
So, I thought it was something that, you know, everybody's just okay with ordering online. So, I just do these things and say I'm just being courageous and brave and speaking to what I see. Because I feel an energy coming from what I'm doing.
And I like it and I'm just doing it. And say, well, this is what I'm introducing. I don't matter if nobody don't want them or whatever.
I know that some people might come and want them. I just do it with that open mind and attract the right person. Yeah.
So, I just do it and they know when people come over and say, Miss, I have to come over here. I've never seen nothing like this before. And, you know, this stuff looks different.
I don't come to buy it. I just come to look. You know what I'm saying? So, yeah.
And then they say, I will come back when I have an occasion. And so forth. These are nice masks.
So, that is it really. I said, okay. The person's appreciating it.
Yeah. So, operating from where you are in Montego Bay, in tourist rich Montego Bay, how do you see your products kind of targeting that tourist market and kind of standing out amongst tourists? Is tourist gravitating to it? What do you expect from that type of market? All right. So, as I said, I think reaching to the tourists, I would have to get myself into the market, the craft market, or a shop somewhere else because for you to sell to tourists, you can't just be anywhere.
You have to be in the hotel. So, that's what I'm trying to do to get myself. And for you to go into the hotel, then you have to have a shop at the craft and they bring you over by the hotel.
So, that's what I really want to do. So, I see myself, I see the tourists really appreciating it because I've seen when I go to the craft shops and Harmony Park, when I go there and some tourists came by and stuff, they were saying, oh, these are unusual. You made them and they appreciated that I was the person who made them.
So, I am really looking forward to more people gravitating to these because most of the craft things is like they make them somewhere else and then they bring them here. People buy some of the stuff, the clothing stuff or the other craft items. And some of them are made here because I see the people come down from different, different countries and people buy them wholesale over there by the craft market.
But some of the things are imported. But the tourists, when they see stuff like unusual stuff, they will gravitate and I'm looking forward to that. So, you plan on expanding.
Once you touch the craft market, you plan on supplying to the tourists and also going in the different resorts and selling from there too. Yeah, I would like to do that. Would you recommend this Jadire training to any other creative? Would you recommend this to others? Yes, I would.
I would because I see that it works. It stands up. The dye stands up in the fabric and it's lasting.
You know, when we have something like that, then I would introduce it to anybody to do it because that's a solid foundation we're going to have. When we come together and do stuff like this, more people sending out that energy out there. We stick to these natural fabrics, cotton, linen, you understand me? And the printing on it is unique to us.
The African and the Jamaican print merging together to kind of add to the Jamaican culture that you also mentioned. Yes, that's gone. That's kind of gone.
The Jamaican culture is gone. Why do you say that? Because a lot of persons don't really know the younger is coming up. They don't even know what it's like to have a linen pant, or even a man wearing a linen pant.
Well, it may be what I'm talking about because people say Kingston is different. I don't know. They say Kingston persons appreciate the cultural stuff more because enough people come there and say to me, why are you here? You should go to Kingston.
They have shows in Kingston. What they call it, night out and something. They say that is where it should be because people appreciate these things more in Kingston.
But in what way? I don't know. You don't really see people appreciating the style that you print. So you want the training extended to others? Yes, other persons because the more the merrier.
Also, if more persons are doing it, we all come together and introduce it. It's a different feeling. People dress and feel comfortable and relaxed, modest and decent.
This number is on WhatsApp? Yes, it is on WhatsApp. So you've already worked on pieces using the technique? The jadeary technique? No, because I would have to get the raw materials and stuff because I don't get them. I can't zoom into that yet.
Finance and so forth, that's really the problem. So I'm going to reach out to you on WhatsApp because I have some pictures and I want to pinpoint which one of them is you. So I want you to send me a photo on WhatsApp.
I'm going to text you. Send you a photo? Yes, I'm going to text you on WhatsApp so you can send me a photo. I already have some images of the workshop and I want to see which one you are.
Thank you so much for speaking with me. No problem. Have a great one.
Bye-bye.
This is the story previously written to promote the training – 
Training textile producers with Brand Jadire’
Entrepreneurs within the fashion and craft industries along Jamaica’s North Coast are set to benefit from a boost in textile production targeting the tourism market as the Jamaica Business Development Corporation (JBDC) continues its push towards a textile cottage industry. Riding on the growing momentum of its tie-dye/batik brand, Jadire´ which has impacted more than 100 persons in Kingston, some of whom are now on the market, the agency now heads to Ocho Rios and Montego Bay in March 2025 in search of more success stories.
Robert Hall, Fashion Designer at the JBDC, asserts, “People are still looking for the authentic, even amidst the mass-produced items flooding the market.” Jadire’ offers a solution to this demand, allowing artisans to create and brand products that are truly Jamaican.
The JBDC has a vision of tourists wearing a piece of fabric that tells the story of Jamaica’s rich African heritage and vibrant culture. That’s the promise of Jadire’, a new textile technique blending centuries-old traditions with modern fashion to create something uniquely Jamaican.
Jadire’ is an African-Jamaican batik technique born out of a bilateral agreement between the Nigerian High Commission and the Government of Jamaica in 2018. The word Jadire’ is coined from combining ‘Jamaica’ with the Yoruba word “Adire’’ meaning ‘tie and dye’, an indigo-dyed cloth made from southwest Nigeria by Yoruba women using a variety of resist-dyeing techniques.
This technique, now being passed on to Jamaica’s next generation of artisans, is gaining traction. The JBDC, as a key player in the development of the tourism-craft value chain, has trained over 200 artisans in Jadire’ at its Incubator & Resource Centre in Kingston: the creative output between its Craft and Fashion Incubator spaces. In the most recent collaboration with the Ministry of Culture, Gender, Entertainment, and Sport, 124 additional artisans were trained. Several of these artisans have since successfully commercialised their products.
Looking beyond the traditional fashion pieces like t-shirts revered by global enthusiasts, Jadire’ presents a unique opportunity to expand the textiles industry and reach of ‘Brand Jamaica’ fashion using the strength of the tourism-craft value chain. By diversifying Jamaican-made products within the tourism-craft value chain through innovation in fashion, Jamaica can create a stronger, more sustainable economic footprint. The Government of Jamaica (GOJ), recognising the importance of the craft industry, particularly its direct connection to revenue-rich sectors like tourism, has made significant strides for the development of this value chain with the development of the National Craft Policy (2017).
Jadire’s beauty lies in its ability to merge African heritage with Jamaican identity. By using symbols of cultural significance, such as motifs inspired by the national fruit – the ackee, which was brought to Jamaica from Africa via the Trans-Atlantic Slave Trade – artisans transform plain cloth into vibrant, culturally rich fabrics. These fabrics tell the story of Jamaica’s history and its enduring connection to Africa.
WEAVING FASHION INTO TOURISM CRAFT VALUE
Colin Porter, technical services manager at the JBDC, highlights the broader opportunity: “Tourists who visit want to have locally made products, souvenirs they can take home and see. So, in that value chain, you have a wide range of people and inputs, from craft producers to textile designers to those who create products. You also have the retail outlets – like souvenir shops and craft markets – that help bring these products to the tourists.”
He explains that the Jadire’ technique can invigorate this chain by offering more diversity and authenticity in Jamaican textiles. “We want to offer a more modern, diverse representation of Jamaica, beyond the stereotypical red, green and gold t-shirt. The fabrics used for Jadire’ are hand-printed, making them unique and appealing to both local markets and tourists.”
By weaving Jadire’ into the tourism-craft value chain, Jamaica not only strengthens its cultural fabric but also creates a vibrant sector with the power to drive economic growth.
“There’s a whole mystique around Jamaica as an entity. Say Hawaii, you think about that mystique…the flowers, the coconut. It’s the same kind of mystique around Jamaica. The whole reggae direction, etcetera. You know, the association with Jamaica has just been this tropical paradise. The dominance of our athletes…the music, you know. That wider culture footprint makes us something that when people come in, they want to definitely be immersed in the whole space. They really want to be a part of that story,” emphasised the Fashion Designer.
The textiles industry, fuelled by innovation and grounded in tradition, represents a golden opportunity.
With a Craft Incubator which facilitates the making of Jadire’ and a Fashion Incubator which sees the transformation of the Jadire into wearable pieces, the agency is pushing the value chain strategy to create a sustainable market for high quality Jamaican products.