WHENEVER Dante McDonald is not engaged in his architectural drawing studies at the Vocational Training Development Institute (VTDI) he is busy in his makeshift studio creating artwork and craft jewellery for his enterprise, MecheArt Designz.

A resident of Passage Fort in Portmore, St Catherine, the young artist has converted his verandah into a studio where he draws, paints and crafts necklaces and bracelets accented with pendants in the shape of guitars, Jamaica, and other cultural motifs.

“So I do jewellery in the craft sector but I also do laser printing, so if someone wants [a design on] their necklace or bracelet I can also do a custom print on it,” he told Jamaica Observer as part of an introduction to his business.

When asked which came first — art or craft — he responded that the former was his first love.

“Art was always there; it was always a passion for me,” he explained. “So, I’ve been doing art from as long as I remember.”

While McDonald’s foray into craft jewellery began around four years ago, it was his love for art, which he developed while in high school, that led him into entrepreneurship. It was during high school that he fine-tuned his visual art talent, pursuing it as a subject and also engaging in it as a hobby. And although he sold some of his artwork while in high school, it would take some time before he saw the business value of his work.

With a few sales here and there McDonald decided to take the leap and pursued art as a business. This, however, was secondary to a full-time job he held back in 2016.

It was around this time that a co-worker of his encouraged him to try his hand at craft jewellery, advising him how to source material and tools as well as guiding him on the approach to make and how to sell the products.

“That same person was telling me that sometimes persons want their horoscope signs on [the jewellery]. He said he used a rotor tool and other carving tools,” McDonald further explained.

In terms of sourcing raw material, the entrepreneur uses e-commerce website Amazon to source some supplies while he sources wood, coconut shells and bamboo used in making pendants locally.

Soon after diversifying his product offerings McDonald said he witnessed an increase in sales, though not dramatically, with people in his close network patronising the MecheArt brand. He admits, however, that he became over-reliant on his clientele spreading the word rather than investing some time in marketing the products.

“I wasn’t doing as [much as] I should at that point in time… I was trying to get a widespread market, to be honest, but I mostly got customers from persons who I know like friends, family and also persons at work,” he told Sunday Finance.

“Now, one of my friends or family may tell someone else and I get other sales,” he continued, noting that at present “it’s not going as fast as I’d hoped”.

Still, he believes that his art and craft business can provide sustainable earnings, but doing so would require “collabs and partnerships”. Asked to elaborate, McDonald said he had reached out to Things Jamaican to sell some of his art and craft jewellery but “we never really get to cut a deal”.

Things Jamaican is a government-owned distribution outlet run by the Jamaica Business Development Corporation with the aim of promoting “Made in Jamaica” products from local micro, small and medium-sized enterprises.

Though McDonald is not against the idea of going back to Things Jamaican, he is more open to spreading his net to include other craft markets and villages to sell his products.

In the meantime he is maximising the power of social media to freely market MecheArt products — sales from which match word of mouth marketing.

“One of the main platforms I use is Instagram. I also use Facebook but the main one is Instagram,” the artist shared.

Given the labour-intensive nature of customising craft jewellery, McDonald has also invested heavily in equipment. Some $250,000 has been invested in tools and equipment including a laser printer, table saw and drop saw.

“To produce a certain amount of art and craft in a more efficient time and get the order out on time, I invest in tools that eventually get the work done faster,” he said.

Craft jewellery, the major money earner for MecheArt, can take between 20 minutes to half-hour per item, depending on the type and availability of material as well as design.

When asked his vision for MecheArt Desingz, McDonald responded, “In terms of this business, I see myself doing more collabs and partnerships and seeing my brand reach the local and international market…This is where my love lies,” he told Sunday Finance.

Moreover, he sees himself immersed fully in the business after his studies at VTDI, owning his own design studio. McDonald added that he would be even more outgoing and attend more craft fairs.