Convincing a local Jamaican to trade the warmth of the Caribbean for Iceland’s, snow-covered landscapes would require an excellent reason. For Carlotta Tate Olason, that reason was initially romance. The health psychologist is the founder of Erlendur Talent Agency and Erlendur magazine. Erlendur means ‘foreign’ in Icelandic and is an apt title for the expat story. Fewer than 30 Jamaicans reside in the country where the flavours of Jamaican cuisine are but a distant dream.

Olason’s move from Jamaica to Iceland is a captivating tale of cultural integration, professional achievement, and entrepreneurial success. Born in the parish of St Ann, she was steeped in her homeland’s vibrant culture and close-knit community. Life took a significant turn when she moved to London for college and met her Icelandic husband. Their marriage led her to relocate to the capital city Reykjavík, a move that presented exciting opportunities and cultural challenges. “The natural beauty of this island nation captivated me from the moment I arrived, yet adjusting to a new culture presented its hurdles,” she admitted.

The stark contrast between Jamaica’s tropical climate and Iceland’s colder environment was initially daunting, but her experience in London helped her acclimate more easily. Given Jamaica’s trade history with Iceland, it’s no surprise that Icelanders recognised the quality of Olason’s entrepreneurial endeavours.

Complementing her passion for talent discovery, she established the Erlendur Talent Agency, which empowers individuals to shine on both local and international stages. The agency’s mission is to provide opportunities for underrepresented voices in the entertainment industry, challenging norms and fostering a more inclusive narrative.
Erlendur magazine is a platform dedicated to celebrating cultural diversity and fostering dialogue between communities by sharing expatriate stories.

“My heritage brings a vibrant energy and a celebration of diversity to the magazine’s content,” says Olason. Navigating the challenges of establishing herself in the Icelandic entertainment industry has not been easy. Olason has faced cultural differences, built networks, worked to understand the market, and leveraged resources creatively. “The tight-knit Icelandic community welcomed me with open arms, enriching my experience with their unique traditions and customs,” she said. Indeed barriers to entry in this world are simply gateways to new possibilities.

This year marks a significant milestone for the former director of health. She is preparing to host Erlendur Fashion Week Iceland in September 2024. The event’s theme, “Cultural Diversity and Technology”, underscores her dedication to promoting cultural exchange and creativity. This fashion week will showcase the diverse talent and creativity of Icelandic and international designers, models, and stylists, celebrating artistic expression and innovation including Jamaican.

Looking ahead, Olason envisions expanding Erlendur magazine’s reach globally. By leveraging multimedia storytelling and staying true to the values of diversity, inclusivity, and authenticity, Erlendur magazine aims to bridge divides, foster empathy, and create positive change. Now here is a Jamaican demonstrating the transformative potential of embracing different cultures and forging connections across borders! Some Icelanders might even say of her, “Ég er stoltur/stolt.” (Translation: “I am proud.”).

Instagram: @carlottatate

By: Bridgett Leslie