The 2025 pageant season is up and running, and first out the blocks are the regionals in the Miss Universe Jamaica.

Last weekend, the casting and selection of finalists began for the Miss Universe Jamaica East and Northeast titles.

Sara Jade Kow, regional manager for Miss Universe Jamaica Northeast pageant, told the Jamaica Observer during her casting call at Island Village in Ocho Rios on Saturday: “The recruitment has been going great. I have a diversity of age groups from 18 to 42, so it’s quite an interesting mix.”

She also stated that the sashing of the finalists will take place within the next two weeks.

Kow finished in second place behind winner Rachel Silvera in the 2024 national Miss Universe Jamaica pageant.

Asked why she decided to get involved in the Northeast pageant, she said: “I decided to be the regional manager this year because the national directors asked to. Women empowerment is something I’m genuinely passionate about. I’ve trained many girls for pageantry over the years, so this is just a platform to do it on an official basis.”

Regional director for the Miss Universe Jamaica East pageant Jermane Blair had castings done over two days.

He was quick to point out that recruitment of contestants began four weeks ago.

“We have had overwhelming support over the four weeks. We went to St Thomas, Portmore, and Kingston. We’ve been able to secure some amazing women who are all getting ready to be empowered,” said Blair also sharing that he expects to have some 30 participants to sash in early March.

“The coronation is set for April 5 at a venue to be confirmed. This is my third year doing this franchise and it has been a great experience for me. One of the things dear to my heart is to really empower these women. You find that we have young ladies who come to us from different backgrounds, different socio-economic situations, with different experiences, from different demographics, and what you find is the different challenges that they come with. Our women need support and to be empowered,” said Blair.

The theme of the pageant this year is Empowered to Empower.

Several young ladies, including a mix of accountants, auditors, attorneys-at-law, university students, and a police officer, are among those who attended the casting call in Kingston at the Ashe Centre for the Performing Arts on the weekend.

The other regional pageants in the Miss Universe Jamaica pageants are West, Central, and Northwest.

The first-place winners from each regional pageant are automatic finalists in the national Miss Universe Jamaica pageant.