The Jamaican experience is different for everyone. Yet for us, we connect the same way with what makes us Jamaican.
It might be the food that instantly feels like home. The music that needs no explanation. The language, the laughter, the resilience, or even the simple pride of seeing something created locally and knowing this is ours.
That shared connection sits at the heart of Things Jamaican’s Roots, Rhythm & Renewal campaign. Because being Jamaican is not only about where we live, it is about who we are.
What Centres Us
Janine Fletcher-Taylor, Manager of the Marketing Services Unit at the Jamaica Business Development Corporation (JBDC) which owns Things Jamaican™, explains that the campaign was intentionally designed to help Jamaicans reconnect with stability and purpose.
“Starting with renewal, new year, coming out of a major disaster the idea is to reaffirm the qualities of Brand Jamaica as we begin again,” she said.
Renewal, in this context is new beginnings. It speaks to wellness, self-care and rebuilding, both individually and collectively. The campaign highlights products that encourage consumers to pay closer attention to well-being after periods of uncertainty. The focus is on simplifying life and restoring balance.
What Grounds Us
Then roots provide the grounding…
According to Fletcher-Taylor, moments of disruption often force reflection…a return to identity and purpose.
“Whenever there is a shock or displacement, we say go back to the roots. Examine why you are here and what it is you stand for.”
For Things Jamaican™, that meant revisiting the cultural influences that shape local products and brands. Jamaican fashion, craft, food and lifestyle goods are not created in isolation; they are shaped by traditions, environment and shared experiences.
The campaign therefore highlights cultural elements that define Jamaican identity, showcasing how heritage continues to influence innovation.
“Although sometimes unintentionally, there are influences guiding the type of products we develop,” she explained. “It’s about reconnecting to those roots in an environment where there is so much uncertainty.”
In doing so, the campaign reinforces the integrity of Brand Jamaica, ensuring that even amid change, authenticity remains intact.
What Connects Us
The rhythm element of the campaign naturally finds expression in Jamaica’s music and creative energy.
Music, culture and product development intersect more than we often realise. From fashion inspired by dancehall aesthetics to handcrafted items reflecting cultural symbolism, Jamaica’s creative industries continuously shape the products consumers engage with daily.
The campaign highlights these connections, recognising that Brand Jamaica cannot be defined by a single element.
“There is no one explanation of Brand Jamaica,” Fletcher-Taylor said. “It’s a continuous conversation.”
And each product in the Things Jamaican™ store represents that.
“It’s never just a product,” she added. “When you understand the story behind it, you realise it represents who we are.”
Experience Jamaica
The Roots, Rhythm & Renewal campaign is calling you to enjoy Jamaica through much more than the sun, sea and sand, but through tangible authentic Jamaican products that carry the heart and soul of the island.
“These products are the most relatable to how we live,” the Manager said. “They are literally translations of regular Jamaican practices, just packaged differently.”
With a strong digital focus, Things Jamaican™ is inviting diaspora communities to reconnect through e-commerce, offering free shipping on purchases over US$85 via its ecommerce store.
Consumers can explore featured brands online at www.thingsjamaicanshopping.com or visit any of our locations at:
- 14 Camp Road
- Devon House
- Norman Manley International Airport (NMIA)
Shop from over 20 brands across aromatherapy, fashion accessories, home décor, and agro-processing.
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