FROM humble beginnings to handcrafted brilliance, the story of Yard Cherry is one of creativity and rich Jamaican artistry. It tells of how a simple passion for making things by hand, evolved into a brand that now carries both national pride and global potential.

A creative since birth, founder and CEO Sylvia Saunders grew up with access to a sewing machine — an opportunity she embraced differently from her siblings. While they stitched clothing, she gravitated toward the unusual: rag dolls, home décor, bathing suits, as she molded creations of every kind. If she could imagine it, she could make it.

Her first handbag, crafted in 2004 to match a dress she designed for a co-worker’s wedding, earned immediate attention. The compliments were constant, and for Saunders it was a quiet sign of greater things to come.

“I always wanted to make handbags because every time I bought one, the straps would fail shortly afterwards and sometimes even the lining,” she told the Jamaica Observer. “It wasn’t, however, until the COVID-19 pandemic that I began taking bag-making seriously. I started making canvas overnight and beach bags hand-painted with Jamaican-inspired designs. I also practised handbag construction using microfibre, suede and other materials, knowing that one day I wanted to transition to leather.”

Yard Cherry specialises in the design, production and sale of handcrafted bags.

As her dedication to the craft increased and each piece she made improved, Saunders made the bold decision that she would never buy another handbag. As such, she began to proudly carry her own creations to work — much to the amusement of colleagues who teased, “Di accountant mean till she a carry cloth bag.” What they, however, didn’t realise was that these were the early prototypes of a vision they couldn’t yet see.

A broken school bag pushed her vision even further.

“I bought a school bag for my child from a major retailer, and it failed in less than a month. When they refused to exchange it, I repaired it myself and vowed that would be the last backpack I ever purchased,” she said while adding that, “The first backpack I made for my son was too small, but when my sister visited and saw it, she sold it to her friend. Soon, everything I made started piling up until another sister began selling them. Orders started coming in, and it was then that I was encouraged to bring the product to market.”

In 2024, after formally registering Yard Cherry, Saunders paved the way for the roll-out of her branded bag.

“Yard Cherry specialises in the design, production and sale of handcrafted bags. We use high-quality materials — including vegan leather and canvas — and we focus on durability, style, and functionality through direct sales, custom orders, and retail partnerships or pop-ups,” she said in providing details of the product.

Operating primarily through an Instagram storefront, Yard Cherry boasts an extensive catalogue comprising handbags, laptop-ready backpacks, duffle and carry-on bags, crossbody designs, clutches, toiletry and cosmetic bags, and personalised gift pieces — with customisation options available.

“Our bestsellers are the Ark, the Breana, the duffle and the Mini Ark,” Saunders said. “I believe in providing exceptional customer service and I go the extra mile, tweaking my designs to incorporate specific needs. When you order a bag from Yard Cherry you’re guaranteed the best-quality materials, craftsmanship, functionality and durability. As our tagline says: ‘We’re giving you the best from yaad’.”

Delivering islandwide from Kingston, the family run business currently receives support from three relatives. Its core customer base remains corporate Jamaica, though the brand is steadily expanding into the tourism sector as it targets travelers seeking premium, Jamaican-made travel solutions.

Saunders, proud of her successes to date, said her one-year journey has not been without its hurdles as sourcing quality materials remains the biggest challenge. Still, the founder said she approaches each obstacle with the same resourcefulness that guided her childhood creations.

One of her proudest achievements to date is being selected by the Tourism Enhancement Fund (TEF) to participate in the 2025 staging of Christmas in July — a moment she believes marks the beginning of Yard Cherry’s transition from local-bred craftsmanship to global contender.

“As a brand we’re big on functionality. I’m constantly researching and innovating, with hopes of becoming a household name here at yaad and abroad sometime in the near future,” Saunders said.

Saunders shows off a New Leaf-design handbag crafted by Yard Cherry.

Yard Cherry bags on display at a Conuco market pop-up shop event

Saunders fits Tourism Minister Edmund Bartlett with a Yard Cherry duffle bag during a stop at her booth during the 2025 staging of Christmas in July, held at Jamaica Pegasus hotel. (Photo: Karl Mclarty)