PUSHING to promote the use of authentic Jamaican brooms as it turns up visibility and placement in retail spaces, start-up company Broomie aims to have its products become essential household items locally.

The four-year-old company operated by husband and wife duo Francine and Oshane Mamby is a social enterprise dedicated to preserving and revitalising Jamaica’s traditional broom-making craft. The product developed around two main lines features a line of functional brooms comprising premium yard, house, cobweb, and car brooms, along with its more culturally inspired Broomie souvenir line of unique, signature queen sweep earrings, key rings, fridge magnets, and necklaces.

The small business, which first took off during the COVID-19 pandemic, is a subsidiary of seven-year-old parent company Iama Mamby Entertainment Limited which manages the artistic side of Oshane, who is also a recording artiste known by the name Jahdon and is otherwise referred to as the Broom ambassador.

Broomie is the culmination of a lifelong journey for Jahdon who grew up in a family of broom-makers in Canaan Heights, Clarendon. As a youth, broom-making was a means for him to earn an income — helping him to fund his first music demo while shaping his respect for the tradition.

“The idea for Broomie, however, came full circle during the pandemic lockdown period while in South Florida where Jahdon noticed the same bull thatch used for Jamaican yard brooms growing in abundance. Crafting a broom during this time and sharing it on social media was what sparked global interest and demand for the Jamaican broom,” Francine, who serves as project manager and managing director for the company, told the Jamaica Observer.

As devout members of the Rastafarian community the couple, through their products, aims to preserve art through culture. In conceptualising the business the chief creative not only found a way to pursue childhood dreams but to also honour his roots while creating economic opportunities for others in his hometown.

“Broomie focuses on creating efficient systems to scale broom production, distribution, and marketing to larger markets. By integrating attention to detail and modern business practices, we aim to elevate the traditional Jamaican broom and enhance its competitiveness. Locally, we aim to make our traditional brooms a staple in every Jamaican house and yard, pushing it to become a symbol of national pride and economic resilience,” the managing director said.

“Globally, we also aspire to position it as a premium, competitive product that stands out in the international market, backed by increase exportation demands,” she added.

The Mambys, who are on a mission to further grow the brand which now sells products through a number of gift shops and small retail stores islandwide and in the US, have remained busy in targeting a wider customer base made up of “tourists seeking authentic Jamaican souvenirs; cultural connoisseurs; as well as local residents and businesses looking for premium, crafted products; and international buyers interested in handmade, fair-trade, and eco-friendly products”.

In addition to individual consumers and tourists, Broomie’s client base includes large businesses and enterprises such as factories, universities, and call centres — which all use brooms frequently.

“The company primarily operates in St Catherine and works extensively in Kingston and Clarendon. Our collectible souvenir line is available at Devon House’s Things Jamaican gift shop, Craft Cottage, and Norman Manley International Airport [in the Casa de Xaymaca and Things Jamaican stores]. In South Florida the line is featured at Island Basket Jamaican Restaurant and Grocery in Green Acres. Partnerships with these established local entities and those within the Diaspora have increased the visibility and awareness of Broomie’s mission, and we now have online shopping which is available through Jahdon’s official artiste website where we also offer islandwide and US shipping,” Francine said.

The business, powered by a small staff complement of two employees and largely supported by a network of broom-makers in the Canaan Heights community, said it remains bullish on plans to enter more markets as it seeks to boost profitability.

“As we continue to research and develop our product line while testing market responses our goal is to scale the company and expand economic opportunities locally. We are actively seeking additional funding — through grants and other financial support — to help us achieve this. This will enable us to broaden our reach, enhance our product offerings, and further our mission in preserving Jamaican cultural heritage while creating meaningful economic opportunities,” Mamby said of the outlook.

Currently working with a growing list of business support partners, the company is hosting a series of workshops and expos that the managing director hopes will inspire the next generation as it empowers various communities through sustainable and innovative craft practices.

“Additionally, our aim is to implement broom-making as a formal trade within the local educational curriculum, ensuring the preservation of this diminishing craft for future generations. A key focus will also be on creating the necessary infrastructure and opportunities to support the broom-making culture, ensuring its survival and growth as a sustainable industry in Jamaica,” she said.