Multitalented entrepreneur Shenelle Edmond is the fitness instructor and graphic artist who has developed new services trading under the names De Drawing Room Creative Studio and Nutrition Club in Portmore, St Catherine.

Located at Shop 83B in Portmore Pines Plaza, Edmond opened the establishment in the final quarter of 2022, after years of employment in various projects run by others.

The entrepreneur shared with the Jamaica Observer, “I have been a part-time wellness coach since 2018. In 2021 I saw an opportunity to create a community in which individuals who are interested in having a ‘wholesome’ lifestyle couldn’t be provided with services, including diet and nutrition guidance, therapeutic activities such as colouring, crafting, and more.

“I saw where people were struggling to find good food that made them feel energised and they would ask for my guidance. Additionally, being a creative explorer, I am always working on do-it-yourself projects that people expressed wanting to learn to do also. I would share instruction articles and videos on how to, and guide them. Eventually, I was encouraged to host events and guiding sessions. That project began at home and is now known as De Drawing Room.”

Edmond originally began under the name of DeCodingArtist in December 2018. This brand was aligned with her passion for designing and creating digital artwork for business marketing, software applications, websites, personal gifts, and crafts.

Her new ventures are a further evolution of what she believes her clients need.

The sole trader has no employees except herself as she has not yet seen the need to hire support staff. However, she is aided by volunteers who are happy to participate in her projects.

De Drawing Room features the Creative Studio, where customers are provided with graphic design services, which include digital and print formats. Edmond stated that customers are also provided from the studio with customised apparel and other items, and consultation for the best in Web and IT solutions.

The other operation is the nutrition club through which customers “are invited to enjoy good nutrition and benefit from a network of support for a wholesome lifestyle”. They are engaged in therapeutic activities such as crafting workshops, colouring parties and more.

The artist and businesswoman is targeting small to medium-sized businesses seeking affordable, high-quality design solutions and guidance in the digital world.

The nutrition club, meanwhile, aims to attract teenagers and adults with low to high income who are looking for healthier food options and “want to be a part of a community that looks to elevate their lifestyle”.

VIP members of De Drawing Room have access to nutrition products and recipes to make favourite menu items at home. Edmond also makes a drink named Chilla. “Customers like the refreshing taste and energy boost that it gives them,” she stated.

The entrepreneur says customer experience is most valued at De Drawing Room as everyone is greeted with high energy from the moment they step through the door. “We pride ourselves in getting to know each person… When they are here, they are family.”

Customers can set up a wellness profile and get on-site body scans and wellness evaluation at no additional cost.

The business also hosts events including spa parties, sip and paint, and adult colouring parties which bring together people from various backgrounds and ages in a safe space to learn and become creative.

Graphics

The operation’s most in-demand products are customisation for shirts and bottles and cups. Edmond, who is a graphic artist and web designer, also has a steady source of projects in these areas.

Challenges experienced over time have included sourcing capital. Edmond explained, “While I had been working from home since 2019, as you can imagine, COVID had a huge impact on the way I did business. In addition, becoming a first-time mom affected not only my expenses but also my time availability.”

She was in active communication to go job-hunting when she saw the sign that read “shop for rent” in Portmore Pines and was struck with the idea of her own space.

The entrepreneur said, “I just had to find a way to give my business one more try. I reached out to every single one of my contacts for advice as this was now new territory. I was encouraged to try crowdfunding by my circle of influence.” She admits, “That was the hardest thing ever for me to do. However, I swallowed my pride on each call and made my new business pitch to each person willing to listen. And from those phone calls I was able to source the capital needed.”

Since the opening of the commercial location the total investment has been approximately $2 million, an amount yet to be recouped. Financing sources are silent partners.

Edmond believes that her competitive advantage lies in her “high digital proficiency”, which “allows me to think of the best solutions for customers’ needs. I always engage in training and certifications to keep up with the latest technology and design solutions. I always point you in the direction of a solution.”

In relation to both lines of business — art and nutrition — she comments, “I aim to make every interaction with me valuable and meaningful. Every order is treated with grace and care, hand-crafted to meet every detail promised.”