TUCKED away in Black River, St Elizabeth, is the Lyric Boutique which offers more than authentic, handmade clothing and accessories. The store is the physical expression of nearly a decade of creativity from entrepreneur and designer Leontre Williams whose talents span fashion, jewellery-making, writing, and music.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

“It’s like when kids go into a candy store,” owner Williams described her store.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The creative spark behind the business emerged long before Lyric Boutique opened its doors. Growing up, Williams developed a passion for fashion and design, often sketching clothing ideas and sourcing fabric to bring her creations to life.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

“When I was like a teenager I would go to my aunt’s with my fabric — like in my scandal bag and with my designs and my sketch pads — and have her make my clothes because I didn’t want to ever look like anybody else,” she told the Jamaica Observer in an interview.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Although Lyric Boutique opened its doors in Jamaica two years ago, the brand behind it, Lyric by Leontre, has been in existence for nearly a decade. Williams first launched the business while living in the United States. She recalled that the turning point came in 2017, a challenging period in her life. With her husband deployed and her son enrolled in day care, Williams found herself searching for a creative outlet to cope with feelings of depression and isolation.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

“I think it was honestly out of a need to just deal with my feelings. There was a lot going on. I was very depressed, and I wanted to stay busy and productive, and that was just what came of it,” she said.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

She began experimenting with a sewing machine and eventually expanded her hobby into a business, creating jewellery, handbags and clothing under the Lyric by Leontre brand. When she relocated to Jamaica in May 2024, with just US$5000, she brought the business with her and opened Lyric Boutique in Black River, St Elizabeth, her first physical shop front on Reynolds Plaza, also called Pyramids Plaza.

“I did not start with a large amount of capital or what I would have wanted to start with. I really just started with space and a little pocket change,” she said.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The brand’s name reflects the philosophy that continues to guide the business today. “Lyric” stands for “Let Your Reality Inspire My Creativity”, a concept Williams said allows her to channel life’s experiences into everything. The Lyric Boutique carries a mix of authentically designed clothing pieces as well as thrifted pieces that were carefully selected. Most of the jewellery and bags are crafted by hand using materials such as wood and leather and are one-of-a-kind pieces. Creativity, however, extends far beyond fashion for Williams who is also an author, publishing more than 50 titles on
Amazon including children’s books, journals and inspirational romance novels, many of which are sold in the store.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

“Books are some of my top sellers,” she told the Sunday Finance.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Two years in, the boutique has built a loyal customer base through word-of-mouth referrals, attracting both residents and travellers passing through St Elizabeth. Repeat customers have become a key part of the business, often returning in search of the latest one-of-a-kind pieces. The boutique’s aesthetic is rooted in Afrocentric and earthy influences, with many pieces incorporating natural materials such as wood, bone and leather. Bright colours and bold prints also feature prominently throughout the collection. Designs are often inspired by the fabrics themselves rather than a collection or trend.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

“I don’t make more than one of any one thing, so it just depends on finding a piece of fabric that I fall in love with, and then I make it based on that,” she said.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

The business also had to navigate the impact of Hurricane Melissa in October 2025, which affected sections of St Elizabeth. Although the plaza housing the boutique sustained only minor damage, the storm created uncertainty for the young business and its future. There were moments when Williams questioned whether she would be able to reopen, but the boutique ultimately resumed operations in March 2026. As the boutique worked to regain momentum, March brought another challenge for businesses across the globe — rising oil prices and the threat of higher shipping costs. For Williams, however, the impact has so far been limited. While some of the materials used in her handcrafted products are imported, careful planning and inventory management have helped insulate the business from major cost increases by frequently stocking up on supplies during trips to the United States. Today, some Lyric by Leontre pieces are sold at the Artisan Village retail space at Sangster International Airport in Montego Bay. Looking ahead, Williams hopes to expand through retail partnerships in locations such as Ocho Rios and Kingston rather than opening multiple stores.

“I just want my brand to become a household name,” she said.