KINGSTON, Jamaica —Focus on the local orange economy is at a crescendo as private and state agencies, artists and professionals converge on Kingston’s waterfront to discuss how the arts can revitalise downtown Kingston and generate enterprise.

Plaudits are being given to Saint International’s inaugural West Indies Fashion, Art and Architectural Exchange (WIFAX) for its vision of transforming Kingston’s Ocean Boulevard into the ‘Kingston Riviera’.

Staged at the ROK Hotel and Jamaica Conference Centre, and backed by The Jamaica National Group, Urban Development Corporation, the Tourism Enhancement Fund and the Ministry of Culture, Gender, Entertainment and Sport, the week-long series is bringing together prominent figures in fashion, art and architecture to discuss creative solutions and celebrate the country’s vibrant arts heritage.

Representing the JN Group, JN Life Insurance Managing Director Hugh Reid described the convergence of art, fashion and business as an opportunity to convert artistic endeavour into “serious economic gain”.

He said JN recognises the synergy between creativity and enterprise and is prepared to explore how the Group can help creatives realise their business objectives.

The exchange, which runs through to Sunday, brings together exhibitions, curated experiences, symposia, masterclasses, roundtables and live shows designed to immerse patrons in Caribbean creativity, while examining the industries and opportunities that can grow from them.

A highlight so far is the masterclass led by best-selling Jamaican writer Dr Safiya Sinclair, a former Saint International model who is now an associate professor of creative writing at Arizona State University.

Reading excerpts from her acclaimed memoir, How to Say Babylon, Dr Sinclair reflected on her early years growing up in a strict Rastafarian household in Whitehouse, Montego Bay, and its influence on her life, while providing advice to high school students and creative writing professionals on the creative process.

Beyond symposia and masterclasses, patrons have also been exposed to works by various visual artists. The JN Group is among the facilitators, displaying select pieces from its extensive collection at the ROK Penthouse Suites, including works by Barrington Watson, Robert Armstrong, Richard Hall, Jodi-Ann MacMillan, Ken Spencer, Alexander Cooper and Carl Abrahams. The Jamaica Automobile Association, the mobility arm of the JN Group, is the event’s official ground transportation provider.

WIFAX creator, Saint International CEO Deiwght Peters, thanked sponsors and patrons and invited them to embrace the transformation of the waterfront into the “Kingston Riviera”, hinting that an enhancement project would be underway over the next two years to transform “the downtown Kingston waterfront in an unimaginable way”.

Representing Minister of Culture, Entertainment and Sport Olivia ‘Babsy’ Grange, Director of Culture in the ministry, Joanne Archibald, lauded WIFAX, noting it is parallel to broader Government efforts to tap into the creative economy through the National Policy for Culture, Entertainment and the Creative Economy 2025-2035, which has been tabled in Parliament.

“It recognises culture and creativity not just as areas of social and artistic expression,” she said, “but as powerful drivers of economic growth, employment, innovation, national identity and global competitiveness. And this is why WIFAX is so important,” said Archibald.

She underscored that WIFAX is not just another series of events, but an example of what implementation of the vision for the Jamaican creative economy can look like.