Donna Smith: Grounds for good

THERE’S a lot you expect when you walk into a coffee house. The comforting, familiar aroma of fresh brews, the low hum of conversations, maybe even a tempting menu that catches your attention. But at Rituals Coffee House Jamaica, the air is alive with something special that customers didn’t even know they needed: a dose of inspiration to take them through the day and the toughest of times.

And it’s not only what’s inside the cup. It’s the allure that surrounds the coffee sleeves. What started as a simple idea to cheer up customers has evolved into a quiet movement of care. From Village Plaza, Constant Spring Road, each coffee cup leaves with a sleeve wrapped in uplifting words that have become lifelines of hope, touching students, professionals, and parents alike.

“I wanted to create something that met people exactly where they were, whether it was in the middle of a tough day, in between errands, before a big meeting or event, or just coming out of a rough patch,” said Donna Smith, managing director of Rituals Coffee House Jamaica.

“I noticed many customers seemed burdened, and when I took the time to talk with them, they often confided that they were going through personal struggles,” she explained.

“What truly opened my eyes was hearing from a few customers who admitted they had been harbouring suicidal thoughts but felt better and more hopeful after our conversations. That made me realise that people really needed love and care.”

The coffee sleeve messages turned out to be the perfect way to share that encouragement without being intrusive. The uplifting words began as her way of brightening her customers’ days.

With anxiety and depression on the rise, Smith’s simple act of sharing kindness has made a powerful difference. A 2022 Pan American Health Organization report revealed a sharp increase in anxiety and depression throughout the Caribbean, including Jamaica. According to data from the Jamaica Constabulary Force, in 2024 Jamaica recorded the highest number of suicide deaths in almost 25 years. These numbers underscore how everyday compassion can be a powerful lifeline.

In an industry that often prides itself on speed, volume, and convenience, Smith and her team are practising mindfulness. They have paused long enough to ask, “How are you, really?” And then answered that question with empathy because they want you to feel a sense of belonging when you stop by and to leave feeling truly loved.

“Our customers love our coffee sleeves so much that they save them long after their cup is empty. They tuck them into journals, put them on their desks at work, or leave them in their cars as keepsakes from a moment they enjoyed,” Smith shared.

The affirmations are heartfelt and varied. Some remind you to dream big. Some remind you that you’re stronger than your circumstances. Others nudge you to pause, breathe, and be present. A few might make you laugh, but they will catch your attention. And occasionally, one will hit you squarely in the chest with its truth.

Take these recent customer favourites: “You’re simply the best”; “You’re enough, just as you are”; “We hope you know that you’re loved”; and “Self-love is important”. These are handwritten, human-to-human messages, crafted with intention, and often have a small doodle to add to the authenticity. The Rituals Coffee House team carefully curates their list, and each one is personal. It’s a ritual of its own.

“Our mission has always been to serve not just a meal or a drink. We create beautiful moments and a space where people are happy to just… be,” said Smith. “The world does not need help in making things difficult; it already is. When they stop here, it is sometimes a small pause in their day and we want to amplify that experience so that they are emotionally filled and fuelled to keep going.

This kind of thoughtfulness in action is not new to Smith. For over a decade, she has been investing in her community, giving back to her alma mater, Clarendon College, and sponsoring various charitable initiatives and business events across the corporate area.

After a fatal crash in 2021, which took the life of the Clarendon College bus driver, she rallied her Class of 1983 past students and the extended alumni to buy and gift a new bus to the school.

“Our cup sleeves have been deeply meaningful since our first note; they have evolved to become part of the very core of our brand,” said Smith.

And she is adamant that this won’t change.

“As long as we’re serving coffee, we’ll be serving kindness and love with it. That’s who we are.”