The island’s tourism authorities opened the 11th staging of their popular Christmas in July expo on Thursday, fuelling anticipation among exhibitors of increased sales and further promotion of Jamaican products here and abroad.

Sidcile Griffiths, joint owner of her self-named custom craft business, told the Jamaica Observer that she believes the event will allow people to become more aware of the several advancements that businesses have made throughout the year, and will help boost customer curiosity and their willingness to spend on local products.

“A lot of the artisans have been in business for years and they have evolved, they changed some of their technique, so it’s very important for persons to come and see what new stuff they have,” Griffiths said on the expo floor at Jamaica Pegasus hotel in New Kingston.

Griffiths said that she is elated with the exposure provided by the initiative and is enthusiastic about the possibility of broadening the reach of her products as she is steadily approaching the launch of new items to her catalogue.

“We are launching our Sidcile home décor. Sidcile is always known for her hats, and bags, and purses that couple of the craft stores in Jamaica carry. But now we really want to launch our Sidcile home, because a lot of people are interested in their homes, so we want to push that side of Sidcile,” she said.

“So I’m hoping the persons come, see what we have to offer, and make an investment, because when you’re buying Sidcile you are making an investment, not only in Sidcile but in Jamaica and in the people and in the craft,” she added.

The excitement and hope for engagement was also true for Aviola Accessories CEO Melissa Preddie.

She told the Observer that this was her eighth year participating in the two-day event and she, too, relished in the exposure that it provides for small business owners.

“It’s a fantastic way to get your products out, not just to the hotels locally but overseas. It’s a great initiative by the Government and I would admonish any young entrepreneur, if you haven’t started as yet, if you even have just the concept for your business there is help available,” she said.

Preddie argued that the event has acted as a catalyst over the years to have more Jamaicans buying locally.

“I’ve been in business for 11 years now and I have seen the growth. I have seen the growth of micro and small businesses. I’m feeling the impact, I’m seeing it in my community, and when you support local economy, it is poured back into our country, and that’s where positive impact comes from,” she said.

Sylvia Saunders, owner of Yard Cherry that produces vegan leather bags, believed that there was much room to capitalise on supporting locally owned enterprises.

“Buying Brand Jamaica is very important because we are supporting our local artisans. Going forward, what I would like to see is more support for the Jamaican brand. Every year we import so many bags — backpacks, handbags — the works. We need more local bag designers and the support from our countrymen to get our own out there,” she said.

Minister of Tourism Edmund Bartlett, in his address, said garnering support for local entrepreneurs is exactly what the event represents.

He praised the event as the pinnacle of creating linkages to further enrich the island’s economy.

“Imagine a Jamaica where every craft item, every flavour, and every handmade treasure fuels national prosperity… Over a decade, this initiative has reshaped how we value local production, Jamaican craftsmanship, and the power of strategic collaboration,” he said.

Bartlett explained that the event was made to give all creatives a chance of becoming successful business owners and to ultimately place Jamaica in a position where its exports far outweigh imports.

“All that [Christmas in July] was about is to bring the creative output from our small and medium players to be showcased and to connect with the purveyors of the industry, the hoteliers, and those who are in a position to create a contract between you and them,” he said.