ARTISANS and small manufacturers at the Tourism Enhancement Fund’s 12th staging of the ‘Christmas in July’ exhibition are looking beyond immediate sales, using the annual showcase to seek new markets, build lasting business relationships, and transform creativity into commercial success.

Visual artist Richard Smith was among the 181 creatives who gathered at the Jamaica Pegasus hotel in New Kingston last Thursday for the opening ceremony of the two-day event.

He told the Jamaica Observer that the exhibition has become an important platform for expanding his network and increasing awareness about Jamaican art.

Smith, owner of Artrich Studio, specialises in live portrait drawings and fine art inspired by Jamaican culture and identity. He said the event has helped him build long-term relationships with customers over the past four to five years he’s attended.

“Even up to this date, there are people who come back to me and they want art, whether it be a portrait, or a fine arts piece, or a commissioned piece,” said Smith as he pointed out that repeat business has been one of the exhibition’s biggest benefits.

Owner of Lee Creates, Lee-Ann Haslam promotes her five-in-one, organic, vegan butter at the 12th staging of Christmas in July at the Jamaica Pegasus hotel in New Kingston on Thursday. (Photo: Naphtali Junior)

Beyond sales, Smith said the showcase provided much-needed exposure for local creatives, arguing that more opportunities are needed to highlight Jamaican artists and encourage the public to invest in their work.

“We need more exposure for the arts in Jamaica and more platforms for Jamaicans to know of local artists… I’m mainly in the classroom because I’m a teacher, so being out here has allowed me to practise art, sell my work, and build greater relationships with people,” added Smith.

For Tishana Williams Davis, founder of Dirty Hands Design, the exhibition offered an opportunity to connect with new customers while introducing innovative products that combine embroidery, digital and three-dimensional (3D) printing, with other techniques to create customised pieces.

Williams Davis said small creative businesses often face challenges sourcing specialised tools and equipment, and securing the financing needed to grow, making opportunities like Christmas in July invaluable.

Owner of Artrich Studio, Richard Smith showcases his artwork at the Christmas in July trade show in New Kingston on Thursday. (Photo: Naphtali Junior)

“It helps with finding a market and introducing this mixed print and mixed techniques to Jamaica, and even the Diaspora. We are letting them know that it’s not just boring print and paper, or even paint. You can combine different art styles and make them into one, and make it into a beautiful creation. Anything you can think about, we can find a way to put it on canvas and frame it for you,” said Williams Davis.

Editor and publisher of Blue Banyan Books, Tanya Batson-Savage told the Sunday Observer that her company celebrates the distinct Caribbean experience, engaging with authors from countries including Jamaica, Trinidad, Guyana, Bermuda, and Barbados.

The returning exhibitor said that her company promotes the Caribbean’s culture through literature while uplifting its ethnically diverse authors whose stories, she said, are sometimes overlooked, even in local markets.

Batson-Savage maintained that the exhibition is perfect for creating networks and partnerships that could help Blue Banyan Books further actualise its goals.

“This year at Christmas in July we hoped to make more business connections. Individual sales are always great but, most importantly, this was supposed to be a trade show and so we were very curious to meet other organisations and other foundations that would be interested in supporting literacy, other people who are tired of the lie that says, ‘Jamaicans don’t read,’ because we do, we just need the right books to get us there,” added Batson-Savage.

Editor and publisher at Blue Banyan Books, Tanya Batson-Savage shows her catalogue of books at the Christmas in July exhibition at Jamaica Pegasus hotel in New Kingston on Thursday. (Photo: Naphtali Junior)

Former dancehall artiste Kimberly Cuvilie, who went by the moniker Destiny Sparta, now a Christian entrepreneur, told the Sunday Observer that her change in lifestyle also called for a redirection of her creative passions.

Cuvilie shared that her aromatherapy business, Scented Beauty by Destiny, specialises in crafting candles to resemble and smell like sweet treats. She also makes car perfumes, and room sprays.

The businesswoman hailed the trade show as an opportunity to become more established in corporate spaces and to create networks that will see her products in airports, gift shops and hotels.

“My only challenge is getting my products into corporate events, and that’s why I’m here today. When I heard about this I said, ‘Okay, this is a great opportunity,’ ” said Cuvilie.

From left: Dirty Hand Designs’ Andri Williams presents Minister of Tourism Edmund Bartlett with an embroidered portrait. Minister of state in the Ministry of Tourism Tova Hamilton, and executive director at the Tourism Enhancement Fund Dr Carey Wallace share in the moment. (Photo: Naphtali Junior)

At another section of the aromatherapy aisle was the owner of Lee Creates, Lee-Ann Haslam, who was promoting her five-in-one, organic, vegan butter that can be used for massages, as an insect repellent for up to six to eight hours, and as a healing balm with antibacterial and anti-fungal properties.

She told the Sunday Observer that she was happy for the exposure the exhibition offers and hopes to garner more clients from the experience.

“I’m hoping that I will meet new people and introduce my product to them. They will become aware of it, and like it, and spread the word — because all of us just need to spread a little bit of the joy,” she said.

For his part, Minister of Tourism Edmund Bartlett encouraged entrepreneurs to believe in their brands and use opportunities like Christmas in July to network and form partnerships that will bring personal success and boost Jamaica’s economy.

“Let your products be of such a value that when people purchase, acquire, or come in possession of them — in any way, shape or form — they have a conversation that pleases them. What a wonderful experience to see 181 exhibitors here today. Let this be the start of a new process, what I call the renaissance of tourism,” said Bartlett.