This is the fourth in a 10-part series looking at entertainers who have moved into business outside their industry.

SONGS like Ramping Shop and outrageous costumes have made deejay Grace ‘Spice’ Hamilton a popular figure in the dancehall arena.

Six years ago, the fashion-savvy artiste expanded her brand by opening Spicey Couture boutique in the Mall Plaza, St Andrew. She opened another branch in May Pen, Clarendon nine months ago.

She spoke to Splash about going into business and the challenges that come with it.

“I choose a fashion store because I am a fashion icon and over the years people have always asked me where I shopped for clothes, so that’s what birthed the idea and then came Spicey Couture,” she said.

According to Spice, she purchases clothes from as far as Europe that caters to the “stylish and down-to-earth chic”.

Marketing, she added, comes naturally.

“Fashion is another passion for me. It is also an easy task because I wear some of what I sell, so I am like a walking advertisement for my business. My entertainment career and it walks hand in hand.”

Spice has made in the dancehall with hit songs like Jim Screechie, Fight Ova Man, and Slim Versus Fluffy (a collaboration with Pamputae). Her biggest hit to date, however, is the controversial Ramping Shop. Released in 2008, it was banned by the Broadcasting Commission of Jamaica for its racy content.

Many Jamaican artistes stick to music when investing. Most build recording studios. Spice considered the span of a female deejay when she started Spicey Couture.

“I believe in investment, therefore a lot of thought was placed into it and I would love to see it grow internationally. Also, my career has its ups and downs, so I think it is only wise to have a business that is running with a daily income,” she said.

Spice is currently on a one-month tour of Europe. She has dates in Switzerland, France and Germany.