Figuring it out is Shauna-Gaye Hart’s business, but the proofreader turned jigsaw puzzle designer says her most recent entrepreneurial pursuit was purely “divine”.

One night during her nightly prayer she drifted into pondering on and wondering about the natural beauty of Jamaica.

“I was like, you know, Jamaica has really beautiful places, beautiful imagery, and a lot of people turn these into coffee table. So why don’t they turn them into puzzles?” she questioned, relating her journey to Jamaica Observer.

“And afterwards I woke and I was on the computer researching right away…and I spent a year in research and development,” she added, while displaying her wares at the Jamaica Blue Mountain Festival on the New Castle station of the Jamaica Defence Force.

That year spent in research and development helped to fine-tune the design and quality of the jigsaw puzzle product. And just two years after launching into the business, having started back in February 2022, Hart’s booth carried the Puzzles by SG brand and was overladen with jigsaw puzzles bearing the images of different aspects of Jamaican culture.

According to the company’s website, Puzzles by SG is inspired by the rich culture of Jamaica and the Caribbean.

“The puzzles are specially curated to give you beautiful, vivid, and vibrant art pieces that can be framed after completion. Each puzzle is made with sturdy, textured pieces to ensure a seamless fit and comes with a full-size poster — just in case you may need a little extra help. They are elegantly packaged to look right at home on your coffee table or bookshelf,” the website adds

The jigsaw puzzles are currently available in 100, 250, 300, and 500 pieces, with new images and sizes regularly being added to expand the product offerings.

Starting the business with a “few thousand US dollars”, Hart shared with Sunday Finance that a lot of that seed capital, which was self-funded, went mainly in product development and design. Much of that process involved hiring local photographers to set up frames in various parts of Jamaica and, thereafter, working with local designers to create packaging for the puzzles.

With regard to the final product, the artisan stated: “Right now they’re produced overseas. I tried very hard to keep everything local but keeping consistency with quality and everything is really difficult. So right now they’re produced overseas.”

Distributed islandwide, Puzzles by SG can be found in a number of outlets, including Fontana Pharmacy, My Jamaica Craft Cottage, Liguanea Drug and Garden Centre, and shops in both the Sangster International and Norman Manley International airports. The company also uses the e-commerce platform Amazon for selling the product and benefits from participation in pop-ups across the island.

“My busiest season is the Christmas season,” the businesswoman outlined.

On a mission to make Puzzles by SG a household brand in Jamaica, Hart directs most of her energy into marketing the brand as much as she possibly can.

“So I want people to say, ‘Okay, if I want to give a gift, it’s something that shouts Jamaica,’ or if I want to have keepsake for myself, I want a jigsaw puzzle because it’s also very unique,” Hart informed Sunday Finance.

When asked how take-up has been, Hart excitedly shared, “Hello! Whole heap a people into jigsaw puzzle… it’s also a nostalgic activity, so a lot of people see it and are drawn to it before the nostalgic aspect.”

That nostalgia of seeing Jamaican fare and locations coming together in jigsaw puzzle has also appealed to buyers in the Jamaican Diaspora, she said, adding that the pastime made a resurgence during the COVID-19 pandemic, as more people focused on family life and keeping the brain sharp.

Describing herself as head cook and bottle washer, Hart is invested as the only full-time employee. Besides hiring local photographers and graphic designers, she also hires an extra hand to help with sales whenever she participates in expositions. Occasionally her friends chip in.

While engaging in such a venture may seem straightforward, the entrepreneur said there are times when it becomes overwhelming. In terms of revenue, she pleasantly said, “I’m not losing.”

Looking ahead, Hart said Puzzles by SG will roll out two new designs for jigsaw puzzle sets each year; the next one is slated for May.

“Ultimately, what I want to do is take it to other Caribbean islands,” she divulged.