When the world slowed down during the COVID-19 pandemic, Sharona Martin turned her attention to creativity and craftsmanship. The result was The Stoic Wear, a locally made jewellery brand that captures the quiet strength of its maker through gemstone bracelets and necklaces designed for both men and women. Martin’s interest in jewellery design came naturally. She started crafting pieces for herself and her spouse, often experimenting with gemstones that reflected her personal style: earthy, colourful, and effortlessly classy. Encouraged by friends who admired her designs, she decided to turn her passion into a business.

“I wanted to cater to men,” she told the Jamaica Observer in an interview. “Most of the jewellery stores I visited were focused on women’s fashion, so I thought, why not make something sleek and masculine? Something different.”

Gemstones carry spiritual meaning for many, but Martin’s connection is purely aesthetic, being drawn to the colours and how they look together. Each piece is created on a mood-based approach, which eventually inspired the brand’s name.

“I was told I was stoic, my personality, and I think when I make the items, it all comes from how I’m feeling at that time,” she told Sunday Finance.

Martin taught herself jewellery-making through YouTube tutorials, experimenting until she developed her own style and gave bracelets to friends to test their durability. In 2020, beaded bracelets were a popular trend, particularly among men. But even with stylish designs, Martin noticed that interest didn’t always translate to sales. Men would compliment them but not actually buy, and her first real customer was a woman buying one for her husband. That’s when she realised she needed to target both men and women. By 2022, she registered The Stoic Wear and officially expanded her product range to include women’s bracelets and necklaces, while keeping the brand’s signature gemstone aesthetic. Each piece features carefully selected natural stones designed to appeal across genders and tastes. Starting The Stoic Wear was no easy feat for Martin. With no savings or outside help, she financed the business entirely from her nine-to-five job. Every pay cheque went into buying materials, tools, and running social media ads to promote her products.

“Finding suppliers was one of my biggest challenges,” she admitted. “There weren’t many options locally, so I had to go find products overseas.”

More than half of her materials are imported, as genuine gemstones and jewellery accessories are often limited and expensive in Jamaica. Fortunately, their small size makes them easy to ship without high freight costs. The early months were slow, with more enquiries than sales. Still, Martin kept at it, creating each bracelet by hand from her home in Kingston. Orders are placed through social media and delivered islandwide via Knutsford Express or bearer services, with the occasional request from friends abroad. The brand appears at pop-up shops and Christmas in July, the national trade show for local artisans. Martin is also completing her first bulk order for the Jamaica Business Development Corporation (JBDC) Shop, where her products will soon be available on consignment. Looking ahead, she plans to expand her line to include necklaces, earrings, and coordinated sets, incorporating new design elements and trends for the upcoming year. Although most pieces are currently made to order, she hopes to introduce flagship items and eventually sell through her own website.

“I see the business being fully supported by the Diaspora,” she said confidently. “I’d love to get my items in overseas shops. When people think, ‘A beaded accessory would look good with this,’ I want them to think of Stoic Wear.”

A statement set from The Stoic Wear, combining vibrant red gemstones with gold details for a bold yet elegant finish..

This cheerful “Mom” bracelet duo pairs deep green and yellow gemstones for a timeless keepsake from The Stoic Wear.

Black and white gemstone bracelets accented with gold and crystal spacers, handcrafted by The Stoic Wear.

Jamaican pride in colour, black, green, and gold gemstones are paired here with coordinating earrings from The Stoic Wear.

Sharona Martin , creator behind The Stoic Wear brand .