JBDC (Jamaica Business Development Corporation) | Head Office: 14 Camp Road, Kingston, Jamaica | Incubator & Resource Centre: 76 Marcus Garvey Drive 1 876 928 5161-5 (Camp Rd.) | 1 876 758 3966-8 (IRC) info@jbdc.net

‘True Stories’ tales from the North Coast Craft Producers

“Me’s just a likkle mawga man,” says Hopeton Powell, an artist from the garden parish St. Ann and one of 22 producers featured in the inaugural True Stories magazine published by the Jamaican Business Development Corporation (JBDC). The picturesque, glossy publication is set for official release this Christmas, following the conclusion of the two-year North Coast Craft Revitalization project.

The North Coast Craft Revitalization Project (NCCRP) was a collaborative effort between the JBDC and the Tourism Enhancement Fund (TEF). The JMD$15 million Project was aimed at improving the competitiveness and income generating capabilities of craft producers in the North Coast Region of the island, specifically in the parishes of St. Ann, Trelawny and St. James.

We often see artisans like Hopeton plying their trade along the coast and though we admire their works of art, only a few have passed that point of admiration to an actual purchase. Neither do we know who they really are. But what if we did? True Stories features gift & craft producers of paintings, fashion & fashion accessories, home décor & home accents and carvings, bringing their art to life by delving into the little known personalities behind these creations, as stated in the introduction - Lifestyle to you, heirloom for some, Art to All. The beauty behind what goes into creating a product, as well as the emotional response it conjures from the recipient. It is found that throughout the lifetime of an artisan’s work, there is a meaningful story behind its “why”, “how” and “when”. This gives the product further life beyond just another product on a local shelf. Please join us as we take you through “True Stories” revealing what makes Jamaicans pride themselves in the land of wood and water, that untouchable thing that art lovers want to hold on to.

As stated in the magazine’s Preface by CEO of the JBDC, Valerie Veira, the more than 80 producers in the project “include the young, who are the beneficiaries of skills passed down through generations, who have accepted the awesome responsibility of ‘caregiver and nurturers’ of our culture. Those who through their experimentation and adventure with technology, have combined the ‘old’ and the ‘new’ and have introduced innovative and exciting product lines. There is of course, that special group, the Master Craftsmen, who continue to inspire with their product collection, with each having its own script to tell a tale. True Stories represents a bold statement by the producers that they have an interesting and impressive story to share and they are open for business.”

Miss Veira says through the intervention, the hope is that both the producers and the buyers will benefit from the encounter, a sentiment echoed by Hopeton “me have high hopes, ‘cause mi name Hopeton, understand?” Hopeton’s goal in life is to see his work appreciated and sold globally, and to see more persons develop their artistic talents.

Victor Wallace whose infectious smile landed him the cover photo says, “I love doing this. I got bored with other things, but not this.” Victor who hails from Exchange tells the story of how he started as a spearfisher, then a lifeguard at age 18, both of which he found boring, so he began to make jewellery, key chains cufflinks, belts and pipes, and the rest as they say is history.

Victor, no longer the bored lifeguard sees his business growing as far as possible. “I change up my pieces and designs all the time. None of my designs are made for more than 2-3 years,” said Victor. “I still have some original pieces, but most designs are retired to make way for new designs,” he said. There’s an immense sense of freedom that Victor gains from his craft making, and that has helped him to never get bored with it. Through his craft, Victor can design anything he desires. True story. – Excerpt.

True Stories also features some of the popular destinations in which these artisans can be found, such as the Pineapple Market in Ocho Rios, the Montego Bay Craft Market and the Falmouth Pier. You wouldn’t miss the red-headed, bubbly character that is Coreen Lewis at the Falmouth Pier. Her confidence and vivacious personality evidenced in her hearty laugh and bold statements like “I won’t have anybody do it better than me. I am the star of my show!” Her materials include turquoise stone and hypatite from overseas and bamboo, wood, shark teeth and leather sourced locally.

Coreen’s pieces are made with the young, fashion-loving girls in mind. Her most extravagant pieces are made with turquoise stone. She creates these beautiful pieces alongside her husband, who introduced her to the craft in 2004. She built upon his technique to create the ‘Coreen touch’. Her children have also joined in the fun by helping her with colour combinations, and she treasures those interactions as they provide a way for her to bond with her offspring – excerpt.

There are stories of resilience and creative vision, such as the one told by Andrea Crooks, far from just another jewellery maker. “At first me nearly buss mi finger!” says the mother of three. Her pieces made from discarded coconut, embodies the ‘trash to treasure’ concept - “Coconut shell a weh people throw inna garbage,” she says.

She uses food colouring, beads and other crafty items to create beautiful jewellery made from discarded coconut shells. Her most regular customers are visiting tourists who rave about their beauty. Though Andrea has inherited a family tradition, it wasn’t always easy. She shares that she burned out many drills while learning how to cut the coconuts to be suitable for jewellery. It was a task but now as an accomplished artisan, her creativity shines through each piece created, from their colour to their detail – excerpt.

The enthralling 80-page publication, which is free of cost, hits the Things Jamaican store shelves with an exclusive pre-release event. At a time when there’s particular focus on supporting home-grown talent and local businesses, The NCCRP project has carved a way forward for these local producers, such as the woodwork artist Wane “Koola” Morrison, a slim, tall, dread-headed gentleman you will find at the Falmouth Pier with a range of wooden Bob Marley statues and animals, but he’s not done yet - “Next ting mi wah make is a Usain Bolt!” True Story.