Ashley-Ann Smith: On the Frontline
Ashley-Ann Smith isn’t your typical nurse. This Jamaican is an avid lover of Trinidad soca music and carnival, so much so that she decided to start a business revolving around them.
The 23 year old registered nurse is owner of Frontline Footwear, which designs and makes Carnival-themed footwear to complement carnival outfits.
“Carnival costumes are split into sections — front line and back line. Front line costumes are bigger and more dramatic. That’s what I wanted my shoes to represent. So when I was brainstorming for a name for my footwear, front line of course came to the front in my mind,” she explained.
She explained that when she would go to carnival she would notice dramatic and extravagant costumes, but, “Despite their appealing nature they were often paired with drab, plain, old sneakers or boots which didn’t even complement the costume to begin with”.
As such she devised a plan to decorate not only her shoes for the next time carnival rolled around, but also those of her friends and colleagues. In 2014 Frontline Footwear was born.
“Our clientele consists mainly of carnival goers from the various Caribbean islands. They are the young revelers in the 20-25 age group with a bit of disposable income. We have a band in UWI Carnival this year and so the student interest has grown,” she explained.
“Frontline Footwear now offers masqueraders the opportunity to complete their carnival look by adding the same beading and feathering dramatics to their shoes that they already have on their costumes.”
With Carnival season in full swing, Smith has really been busy.
“The most challenging obstacle to date is juggling two full-time jobs. I’m a nurse as well as head cook and bottle washer for Frontline Footwear.”
She is so passionate about her business that she has even managed to add other persons to her team.
“I’m a micro manager, so though I have recently added members to my team to meet the increasing demand, I still put finishing touches on every pair of shoes to ensure a premium upgrade because we are a premium company,” she said.
“I don’t think of Frontline as being a seasonal company. The thing about Carnival is that it is not limited to Jamaica. When one Carnival ends another one starts, I just have to be there to get a piece of the action.”
She said growing up she had no idea that she would end up in this field.
“I was undecided about my career path growing up. Even while I was a student at St Catherine High School I did a mix of subjects so that I didn’t limit my choices in terms of career options. I even did business in sixth form just to show you how prepared I was for anything. But somehow I ended up in health care,” she laughed.
