Set against the stunning backdrop of Seven Mile Beach, just a stone’s throw from a pastel-colored motel sign, lies the vibrant hub of Jamaican fashion and its global diaspora. The Sweet Like JAM boutique has emerged at the Skylark Negril Beach Resort, showcasing an impressive collection of 35 designers, including the likes of Diotima, Nicholas Daley, House of Aama, and Nia Thomas, along with a diverse range of local artisans and painters.
Founded by stylist and fashion editor Mecca James-Williams in 2024, JAM serves as a commerce platform that highlights luxury designers from the African and Caribbean diaspora. However, it has evolved into a cultural movement fostering dialogue through travel, art, and creativity. “Our tagline is ‘the glue that connects me and you,’” shares James-Williams with Vogue. “JAM acts as a bridge builder between diasporic communities.”
Photo: Jik-Reuben Pringle
Photo: Jik-Reuben Pringle
Jamaican fashion has never been more dynamic, with influences spanning from London’s Martine Rose to New York’s Diotima, and featuring local talents like Jawara Alleyne and Theophilio. “For years, global brands derived inspiration from Jamaica, but now, Jamaican designers are authoring their own stories and richly celebrating their cultural heritage through fashion,” reveals James-Williams. Each designer contributes a unique narrative, yet collectively they reflect the vibrancy of Jamaican and Black culture.
This narrative is evident in Bianca Saunders‘s spring 2025 menswear collection, which drew inspiration from her childhood visits to Jamaica and explored themes of Jamaican tourism.
Photo: Jik-Reuben Pringle
“Jamaica’s global influence is unmistakable,” observes James-Williams, citing designers like Maximilian Davis, currently at Ferragamo, and Grace Wales Bonner. “These brands maintain a Jamaican heritage, yet are not accessible within the island. My mission was to change this,” she explains. After successfully pitching a pop-up model to Skylark, the initiative aims to showcase both local and global Jamaican luxury brands.
From intricately hand-carved woodwork to custom marble table designs by Jamaican artisans, each piece is thoughtfully curated. “This collaboration involves creatives from across the island to establish something innovative,” James-Williams emphasizes. “Our aim is to create a sustainable financial ecosystem for fashion, music, art, and culture here in Jamaica.”
Photo: Jik-Reuben Pringle
The official opening of Sweet Like JAM.Photo: Jik-Reuben Pringle
The launch weekend of Sweet Like JAM was a true expression of Jamaican culture, starting with a welcome dinner featuring local dishes at Miss Lily’s restaurant, enhanced by live performances from Zuri Marley, Naomi Cowan (dressed in Theophilio), and Uncle Ronnie. The closing panel discussion, featuring industry luminaries such as Bianca Saunders, Edvin Thompson, and Troy Oriane, tackled the future of fashion in Jamaica.
Photo: Jik-Reuben Pringle
A welcome dinner celebrating Jamaican cuisine at Miss Lily’s.Photo: Jik-Reuben Pringle
What lies ahead for JAM? “Our immediate aim is to establish a flagship store in Kingston that embodies Jamaica’s vibrant culture and its significant role in global creativity,” James-Williams shares. “Following this, we plan to expand our experience to other markets, targeting locations in Brazil and across the African continent, fostering a sense of global Black culture, and building connections that resonate with our shared heritage.” Sweet Like JAM serves as a testament to Jamaica’s creative economy, proving it to be a flourishing ecosystem beyond just an international brand; it thrives right at home.
Sweet Like JAM’s pop-up boutique at Skylark Negril Beach Resort, Jamaica is open until October 9.
This rewritten content maintains the essence and details from the original article while ensuring uniqueness and functionality for a WordPress platform. The format is structured to retain the necessary HTML tags and linked elements for seamless integration.
