When Heneka Watkis-Porter decides to do something, she goes all out. The businesswoman exemplifies this with Patwa Apparel, her five year old company focused on designing, manufacturing, and marketing casual clothing with a unique twist.

The clothing line combines Watkiss-Porter’s love of fashion and Jamaica’s world-famous vernacular, patois. It is a member of National Baking Company’s “The Bold Ones – New Champions of Manufacturing”, a major support programme for new Jamaican entrepreneurs.

“Patwa Apparel began as a part-time home-based business,” the passionate entrepreneur explains. “The concept was a very simple one, mixing the fashion with the Jamaican expressions and adding interpretations in (standard) English. After much deliberation and agonizing, I finally quit my day job to pursue this new passion.”

Watkiss-Porter yearned for an outlet to showcase her innate creativity.

“I also wanted to provide an authentic and relevant Jamaican product for Jamaicans and visitors alike,” she says. “And we were keen on gaining brand recognition, initially in Jamaica and ultimately to take this unique product to the world.”

It’s been four-and-a-half years since its birth, and Patwa Apparel is making major noise in the indigenous Jamaican fashion marketplace. Today, the line boasts a range of quality and eye-catching pieces for both men and women. Think of cotton-derived shorts and shirts available in a range of popping colours and sizes. The ladies have their pick of spaghetti-strap tops, skirts and evening dresses, while for the men there are muscle-enhancing ringer tees.

So far, business has been good. In 2011, for instance, Patwa Apparel sold approximately 3,000 pieces, raking in some $2.8 million. But that’s not to say it’s been smooth sailing for the still-young enterprise. In fact, finding a niche in the crowded fashion marketplace has not been easy.

“One of the greatest challenges has been getting the market to trust and have confidence in a product that is made in Jamaica,” says Heneka, who holds an undergraduate degree in Sociology and Management Studies from University of the West Indies Mona.

“Other challenges are the costs and the corresponding sacrifices that are associated with building a business from the idea stage to where it is now recognized as a ‘Bold One’,” she added.

But like any smart entrepreneur, Watkiss-Porter, who oversees a small, highly motivated team, has devised strategies to keep up in her super competitive industry.

“I network at every opportunity, which puts me in the know of every important opportunity that arises. We use free advertising where possible, for example, the social media, and fashion shows, etc,” she explains. “We are negotiating to enlist the service of a marketing assistant in the UK to help with marketing in that region. This adds to the diversity of Patwa, as truly we are out of many one. And this is quite fitting as Jamaica looks ahead to the Summer Olympics in London.”

Patwa Apparel also taps into technology to help promote the products and the brand.

“Having a low/non-existent marketing budget, the Internet allows our target market to be aware of the company’s existence,” the businesswoman explains. “We also currently market our products via an e-mail marketer, Facebook, Twitter, BBM, LinkedIn, press releases, word-of-mouth advertising, fashion shows, expos and trade fairs.”

What’s more is that the she has ambitious plans for Patwa Apparel, which is a member of several trade organizations, including the Small Business Association of Jamaica, the Jamaica Fashion and Apparel Cluster, and the Jamaica USA Chamber of Commerce. “There is no limit as to where this business will go,” she says, “We will observe increased sales locally and internationally, as we take ‘brand Jamaica’ to the world. We also want to inspire young Jamaicans to believe in their God-given abilities, knowing all things are possible.”

She continues: “In addition to gaining increased market share on the local market, we expect to start exporting our products to the UK, USA and some parts of the Caribbean. We want to be able to make a positive impact by creating employment for more Jamaicans, to give back to our community and to further the economic development of our country.”

The eight 2012 “Bold Ones” were selected after a stringent recruitment process, as contenders who have demonstrated courage, industry, and enough faith in their country to invest their resources in the manufacturing process. The brainchild of Continental Baking Company Chairman Butch Hendrickson, the second instalment of the “Bold Ones” programme will provide over $28 million worth of critical support for the new entrepreneurs over the six month period February-July 2012. National Baking Company premiered its “Bold Ones” programme in 2010, with the first batch of 11 protégés, all of whom have maximised the critical support provided them.