Entrepreneurs Applaud ‘Christmas in July’ Trade Show for Boosting Visibility and Strategic Growth

Local entrepreneurs who participated in the 2025 ‘Christmas in July’ trade show are lauding the initiative for its tangible benefits, including increased visibility, strategic partnerships, and expert guidance to enhance product branding and marketability.

Now in its 11th year, the annual exhibition is spearheaded by the Tourism Linkages Network of the Tourism Enhancement Fund (TEF), in partnership with the Jamaica Business Development Corporation (JBDC), Jamaica Manufacturers and Exporters Association (JMEA), Jamaica Promotions Corporation (JAMPRO), Jamaica Hotel and Tourist Association (JHTA), and Private Sector Organisation of Jamaica (PSOJ).

The two-day showcase, which was held on July 10 and 11 at The Jamaica Pegasus hotel in New Kingston, set the stage for 180 small enterprises to connect with markets outside of their niche, increasing the potential for partnerships with members of the tourism sector, government agencies, corporate Jamaica and international organisations.

For Sydia Griffiths, co-owner of Sidcile Custom Crafts Limited, Christmas in July has been instrumental in the company’s growth.

Specialising in handcrafted items made from the locally-sourced jippi jappa straw, Sidcile has been a consistent presence at the trade show, with Ms. Griffiths participating six times since the initiative’s inception.

“[The business] has grown. [The] first time I came, I got an order from the US (United States) Embassy, and from that, several companies; because of the show, I have gotten orders from them. So it has grown, and a lot of persons globally have had a taste of Sidcile, some way or the other,” she shares.

This year, Sidcile Custom Crafts Limited specifically showcased its home décor line, a move Ms. Griffiths says was aimed at capitalising on growth in the local housing and Airbnb markets.

“We specifically came out for the Sidcile Home. So, we are hoping to get interior designers, Airbnb owners, hoteliers just to come and see what we have to offer, and they can join the investment in Sidcile, because when you invest in Sidcile, you invest in Jamaica,” Ms. Griffiths states, expressing optimism from this year’s exhibition.

Saffron Maxwell, Founder and Creative Director of her eponymous fashion brand – known for its modern, modest, and elegant designs – describes Christmas in July as a transformative experience.

She shares that she launched her bag collection last year, prior to attending the trade show for the first time.

“Last year was actually very fun, educational, nerve-wracking of course being the first time. But I can say that they are there to help you. You know you don’t have to have it all together to start and… at Christmas in July, they help with branding, they help with pricing if you have an issue [and] they help to market your product for the industry that best suits your products. So it really gave me a sense of direction of where I wanted to go with the brand, by attending last year,” Ms. Maxwell explains.

She adds that the brand’s bag collection has expanded, thanks in part to the support and feedback received through the initiative and its partnering Ministries.

“We have launched five new bags from last year, starting with only two bags. And we have gotten so much exposure, so many recommendations from TEF and different agencies in the Ministry of Industry, Investment and Commerce, and Ministry of Tourism. So, I am actually very grateful for Christmas in July – it does help people in the creative [and] tourism space,” Ms. Maxwell notes.

Following this year’s exhibition, her aspirations include expanding further and elevating the brand to Caribbean and international markets.

First-time participant Danielle Wilson-Riley, owner of Danielle Olivia Co. – a candle manufacturing company – was pleasantly surprised by the level of support provided by the organisers of Christmas in July.

She highlighted the crucial advice on product labelling received during an initial assessment, noting that it was pivotal in enhancing the marketability of her products.

“I hope to achieve a lot of partnerships, even with the small businesses, because… tourism doesn’t really have one category of products. People like art, …aromatherapy, … stuff for the body; so, it is just more partnerships with businesses and persons and, of course, sales!” she declared.

Mrs. Wilson-Riley began her candle-making business in 2021 during a personal journey of self-discovery, which led to her quitting her marketing job and crafting candles with natural fragrances that promote mental and emotional well-being.

Driven by her passion for the craft and the distinctiveness of her candle fragrances, Danielle Olivia Co. has flourished.

Mrs. Wilson-Riley encourages fellow entrepreneurs to embrace the genuine support offered by government agencies.

“It’s really good. I want to encourage small businesses not to be afraid of corporate companies or big companies or government agencies that are actually trying to help you,” she says.

Akeera Thompson, owner of Chai & Co., also a candle-making company, found her way to Christmas in July through a combination of divine inspiration and a friend’s persistent encouragement.

A certified beauty therapist, Ms. Thompson seamlessly transitioned into aromatherapy during the COVID-19 pandemic, creating unique candles with self-made containers and distinctive fragrances.

These include ‘Phoenix Rise’, made from the Jamaican coffee fragrance; ‘Exhale’ which brings the calmness of a garden wafting throughout the home, and ‘Pumpkin, Chai & Sorrel’, which is a best seller during the Christmas period due to its rich spice fragrance.

For Ms. Thompson, a self-described introvert, Christmas in July presented the opportunity to step out of her comfort zone and begin the transition into the business owner she aspires to be.

“As an introvert, I really just like going into my studio and creating. But transitioning into business, it is very necessary to come out of that comfort zone and see what is out there for you,” she points out.

Beyond sales, her primary goal for the two-day event was to foster authentic connections and broaden her professional network.

“That is really what I expect to get from this space, just connection, networking and… just being recognised by Jamaica overall,” a beaming Ms. Thompson says.