OCHO RIOS, St Ann — Miss Universe Jamaica (MUJ) 2024 first runner-up Sara-Jade Kow has been appointed regional manager for the once-dormant north-eastern leg of the pageant. She has lots of plans to make it better.

Kow’s goal is to take the 2025 batch of contestants through a training programme aimed at self-empowerment.

“I’m offering more than just a crown; it is a training programme and a whole lifetime opportunity. I will be investing my time, effort, and energy into the ladies, helping them to self-actualise and maximise their full potential and work on their social development. Think of it as enrolling into university, developing social skills and developing in various aspects of life,” she told the Jamaica Observer.

“The ladies will develop lifelong skills, learn how to be ambassadors, speak confidently, be taught how to raise awareness about certain issues, speak eloquently, build their social media platforms, and work with different brands,” she added.

The now-30-year-old entered the MUJ pageant in 2017, and again in 2024 when organisers opened it up to mothers and women of any age.

“Being in the pageant was very hectic and time-consuming, but it was also a lot of social development. The training that I got and the additional training that I took on for myself have empowered me to empower others. I have a wider perspective on life now because of all the research and learning that I had to do during the course of the pageant,” she explained.

Active in pageantry almost all her life, Kow’s first experience dates back to 2005 when she was among contestants vying to become Mini Miss St Ann.

“I’ve had a passion for the industry and empowering young girls. I’ve trained a lot of girls over the years, so I really love the idea of empowering others and self-development — pageantry is a great platform for that,” she said.

Kow is also confident that her bachelor’s degree in integrated marketing communications from The University of the West Indies will help her achieve her goals.

“With that background I will be helping those ladies to become ambassadors and influential figures, which can open a lot of doors for them. If you look at the likes of Terri-Karelle Reid, Yendi Phillipps, and Lisa Hanna, they all started in pageantry. It has, and can create a platform to spread a message to the world,” she told the
Observer.

“I’m excited about the journey and I’m looking forward to meeting all the beautiful ladies and working with them for the Miss Universe North East pageant,” Kow added.

That leg of the pageant has been dormant since 2020.

Now with Kow at the helm, auditions will be held on January 18 inside Cove Cinema Theatre at Island Village in Ocho Rios, St Ann. Tryouts begin at 11:00 am.