Dazzle Magazine Issue 23

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Issue 23

Rochad ‘Kiedel’ Sonny

Talented, Ambitious and in Control

Kwame Spooner Dj Viper

Bridging the Gap Between his Dreams and Reality

Janelle Joyeux

The Gorgeous Talent behind Sweetdreams Custom Cakes

Lamar & Shameela Energizing St. Luican Nightlife

Try me!

A Fashionable and Versatile Gift for the Holiday Season

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Lamar & Shameela Energizing St. Lucian Nightlife pg. 42

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from the publisher

I

can’t believe that 2017 has come to an end. As we welcome 2018, Dazzle Magazine will continue to encourage young entrepreneurs and small businesses to strive for success. Never give up. If you have a great idea believe in it, believe in yourself.

Put in the required effort and commitment and remain humble.

Many successful entrepreneurs have worked extremely hard to get where they are today. Their achievements did not come overnight; therefore one cannot assume that their entrepreneurial journey was easy. They face many obstacles that could hinder their progress.

Finance is one of the major hurdles they have to overcome. All too often lack of access to funding and the resultant inability to properly manage their cash flow can be very frustrating.

Entrepreneurs need to be resilient in order to cope with such obstacle and still remain determined to achieve their goals.

This issue features young entrepreneurs who have been resilient and have kept going, over the years.

They’ve been focused, on keeping their eye on the grand prize despite the overwhelming challenges they encounter along the way. They are a living testament to the truism that hard work eventually pays off.

With that said, I hope issue 23 captivates and delights you! On behalf of Dazzle Magazine, I wish you a Merry Christmas and a Prosperous New Year.

Please remember to Like us on Facebook, subscribe to us on YouTube and follow us on Instagram. If you wish to provide feedback or recommend features, please do so via our website (www.dazzlethemag.com).

Rankin Morgan Publisher/Managing Editor

Dazzle Magazine is a dynamic Saint Lucian bi-monthly publication that provides muchneeded exposure to young professionals and entrepreneurs, and established businesses. It covers an array of topics and categories key to starting and running a business. It also offers practical advice on everyday living, tips for a healthy lifestyle and interviews with popular and up-and-coming personalities.

Dazzle Magazine is designed to appeal to a diverse range of readers but is especially targeted at working professionals and business owners between the ages of 21-50 years. We provide our advertising clients with value for money by offering them a powerful medium to market their products, offer deals and build their brand. Best of all, we give them the opportunity to be a part of a nationwide and online marketplace of actively engaged consumers who are ready to buy, all at an affordable price.

To advertise in Dazzle Magazine, contact our sales agent via telephone (758) 452 0123 or email advertising@dazzlethemag.com for more information and terms and conditions.

table of

contents

Features 18. Rochad “Kiedel” Sonny - Talented, Ambitious and in Control 26. Janelle Joyeux - The Gorgeous Talent Behind Sweetdreams Custom Cakes 40. Lamar & Shameela - Energizing St. Lucian Night life 46. Kwame Spooner Dj Viper - Bridging the Gap Between his Dreams and Reality.

411 14. Coca Cola— “One Brand” Marketing Strategy 16. ‘DASH Independence Colour Run 2018 will be BRIGHTER and more colourful than ever!’

28. Lenny Cumberbatch – Windjammer’s Game - changing Food & Beverage Director 34. Kirk Maraj: The Heart Behind Insurance 38. Essential Hardware; Everything you Need in Building Supplies Professional Progress 22. How to Check if Your Internet Connection is Secure 32. How to Keep Your Life Moving in the Right Direction 37. Fresh Biz

Publisher Rankin Morgan Editor Tony Williams Sales & Marketing Huanna Leon Alana M.I Morgan Art Director Aldrin Henry Contributors Akil Dathorne Angela St. Denis Imran St. Brice Nadege Knight Tony Williams Gareth S Jules Photography Amil Laforce Randel Harry Aldrin Henry

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Mastering Marketing 24. Two Tips to Stay Ahead of the Competition on Social Media Health & Fitness 13. Try Citrus - Its Great for Your Health Lifestyle 34. Lipstick Shades for Your Skin Tone Eating In 50. Pink Moscato Cupcakes Gadget & Gizmos 48. A Fashionable and Versatile Gift for the Holiday Season Out & About 52. Out & About Instagram 54. The Most Wonderful Time of the Year

Issue 23

Rochad ‘Kiedel’ Sonny

Talented, Ambitious and in Control

Kwame Spooner Dj Viper

Bridging the Gap Between his Dreams and Reality

Janelle Joyeux

Lamar & Shameela

The Gorgeous Talent behind Sweetdreams Custom Cakes

Energizing St. Luican Nightlife

Try me!

A Fashionable and Versatile Gift for the Holiday Season

On the Cover Lamar & Shameela

contact us

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For more information visit us at www.dazzlethemag.com or call us at 758.452.0123

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46

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pg. 42

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T H I S C OU LD BE YOU RS

ADV E RT I S E WI TH US To advertise in The Dazzle Magazine, contact our sales agent via telephone (758) 452 0123 | (758) 729 2238 or email advertising@dazzlethemag.com for more information.

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DAZZLE 11

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No pg. 18

ROCHAD ‘Kiedel’ SONNY Talented, Ambitious and in Control

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It’s Great for Your Health!

W

e eat, and we barely focus on why we’re eating certain things. We know the basics ... fruits and vegetables are good for us, but we don’t take time to find out how beneficial they are to us.

The difficulty in sticking to a diet is something we’ve all faced. Whether or not it’s a healthy one, we all have a diet. For most people, citrus fruits are part of that diet. Citrus is commonly known as a good source of vitamin C, but there is more to it than that.

Citrus fruits are high in nutrients and vitamins. Many people consume oranges, lemons, tangerines and other citrus fruits daily, often to soothe their taste buds but without giving a thought to how beneficial they are to their health. Here are a few benefits to be gained from including citrus in your diet.

A good source of fiber. Fiber - soluble and insoluble - prevents constipation, helps lower blood pressure, weight gain and cholesterol and helps regulate glucose levels. Fruits such as oranges, tangerines, clementines and grapefruit are high in fiber and should be part of your daily diet.

Reduce the risk of stroke. Citrus fruits, such as grapefruit and oranges, which contain flavanones, components that reduce ischemic strokes (when the brain is deprived of oxygen) can reduce the risk of strokes in women by approximately 19 percent.

Protect you against cancer. The vitamin C and a specific flavonoid (nobiletin) prevent the formation of new blood vessels that help to spread cancer to other areas of the body.

Help you maintain good vision. Vitamin C not only helps to maintain the health of the blood vessels in your eyes, it can also help to reduce the risk of contracting cataracts or any other macular degeneration due to age.

Reduce stress. The vitamin C found in citrus fruits helps to reduce stress by combating both the rise in the stress hormone and a rise in blood pressure.

Research by Japanese medical experts showed that an aromatic compound known as linalool, which is found in lemons, mangoes, lavender and other fragrant plants, altered blood chemistry and the activity of genes and this reduces stress levels in rodents exposed to stressful conditions.

Reduce the duration of colds. While vitamin C does not entirely get rid of the cold, consuming citrus fruits will reduce the duration of the illness by a day or more.

Reduce risk of kidney stones. Kidney stones are known to form when the citrate levels in urine are extremely low. Keeping it regular by drinking orange or lemon juice daily would help reduce the risk of kidney stones forming.

Citrus is filled with potassium. Potassium is a mineral found in foods such as bananas, avocado and citrus fruits. It helps to reduce blood pressure and regulate essential functions in the body, including water balance, nerve impulses, digestion and the heart rhythm.

If you’re not eating enough citrus fruits, or none at all, then this is your cue to start consuming at least one fruit a day. In addition to the list of health benefits listed above, citrus fruits are also beneficial to your hair and skin. Vitamin C helps to exfoliate your skin and reduce pigmentation, in addition to preventing hair loss and dandruff when applied to the hair and skin. It’s better to strengthen your diet now and prevent health problems later. Citrus can help you do just that.

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DAZZLE 13

Coca Cola— “One Brand” Marketing Strategy

By Nadège Knight

I

n recent years, Coca Cola has been a favourite, but as the years go by, preferences change and so should Coca Cola. Windward and Leeward Brewery Ltd introduced ‘One Brand’ strategy recently. ‘One Brand’ strategy takes the famous Coca Cola Original, and now introduces other products. Coca Cola NO Sugar has the same taste as Coca Cola Original, with the exceptions of sugar and calories. Coca-Cola Light Taste also has no sugar and calories, but the taste differs from the NO Sugar and Original Coca-Cola; a lighter, more unique flavour.

Recently, Coca-Cola held a public presentation at Coco Palm Resorts. Upon entry, guests were given a complimentary glass of Coca-Cola and while performances went on, Coca-Cola cocktails were

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served; a positively exquisite taste. Brand Manager Sharlene JnBaptiste, informed us about the direction in which the brand was heading.

According to Ms. Jn Baptiste, ‘One Brand’ strategy is designed to focus on the unique and singular aspects of Coco-Cola. It also focuses on giving consumers a choice. The new products; Coca-Cola NO Sugar and Light Taste provide consumers with an easier decision-making opportunity. They can have one without the other. To put it in a simpler way, the reason for the ‘One Brand’ strategy is to provide further clarity for consumers on what Coca-Cola has to offer.

JnBaptiste clarified that they simply no longer wished to portray happiness as something that was needed for Coca-Cola. As stated by Sharlene JnBaptiste, Windward and Leeward Brewery Ltd and Coco-Cola, brand and company alike, are focusing on providing their customers the privilege of making their choice-sugar or no sugar- because many persons now prefer drinks without added sugar. To give consumers added control over what they drink, Coca-Cola also provides different pack sizes. Now, apart from their choice to drink sugar or not, consumers have a say in what size Coca-Cola they prefer, even for the new products; NO Sugar and Light Taste.

This new development transitions with the new tagline – “Taste the Feeling”, a different perspective from their previous, “Open Happiness.” The new tagline, however, in no way means that the brand is moving from a place of supporting happiness. Sharlene

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DAZZLE 15

D

ASH Colour Run is one of the most popular fun runs in Saint Lucia. It takes place in February and is done in celebration of Saint Lucia’s independence.

We met with co-founders, Dione Benn and Robberta Rose and they spoke in vivid detail about their brand and what we should expect from DASH Colour Run 2018.

Dazzle: What is DASH Colour Run all about?

Dione: DASH Colour Run is the happiest 5k walk, run or chip to ever hit Saint Lucia. It is different from all the other walks and runs that happen here because we cater to every age demographic. We infused our West Indian party vibe on the route, which starts from Massy Mega (Choc) to Rodney Bay. We have a music truck on the road and we have one of the best party DJs - Hollywood HP. Its good, clean fun for 5k.

Dazzle: How did it start?

Dione: We saw colour runs happening all over the world and we decided, why not adapt it to Saint Lucia; and what better way to incorporate it than it being an independence run involving everyone from the kids, to the older generation.

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‘DASH Independence Colour Run 2018 will be BRIGHTER and more colourful than ever!’

Dazzle: When is the next edition?

Rob: The run usually takes place on the last Sunday in February, in celebration of Saint Lucia’s independence anniversary. For 2018, it will be held on February 25th.

Gathering starts at 5:30 a.m. and there’s a prompt 7:00 a.m. take off.

Dazzle: How did you make the last one bigger than the one before?

Dione: DASH Colour Run is a party run/ walk; you really don’t feel the distance. It’s like a mini-carnival parade tailored to everyone. We focus on youth primarily though, and have secured the trust of parents who are more and more allowing their tweens and teens to participate in what is fairly considered their ‘mas’. Our focus is so invested in youth, their experience and safety, that proceeds in part support a notable local charity.

While we do find parents and the older generation coming out, the majority of the colour runners are in that tween and teen group; between 9 and 18.

There is so much more planned for 2018, and while we won’t let all our tricks out of the bag, we can assure that new elements will certainly be noticed in the DASH 2018 edition.

Rob: Returning to the point of why we do this and who we support, I believe it paramount to underline our long standing partnership with the Child Development and Guidance Center (CDGC) based in La Clery. They assist children with all kinds of disabilities.

While this institution is government-funded, they are also financially aided by donations from the likes of us, parents and other corporate citizens, in cash and other forms.

The cash contribution from DASH has been used to transport the children from their homes or schools to the center for therapy and other treatments. And of course, it is utilized to meet other needs as well. We

are committed to maintaining that support and to, as much as possible, continue to increase our levels of support to best meet the growing needs of CDGC. Furthermore, we have taken steps to broaden our support to youth and development in the island and employed a three-year plan that will look to support some of the Saint Lucia’s best athletes – particularly those being groomed to represent the island at the 2020 Summer Olympics. To this end, we are looking to assist with funding in the areas of training and development and possibly even airfare to upcoming events leading up to the anticipated 2020 games.

Dazzle: Why can we not afford to miss DASH 2018 and what experience should we expect?

Dione: 2018 is essentially going to be the launch of DASH – Journey to the Olympics 2020 and we believe it is an excellent platform to mark our fourth anniversary. Again, there are elements that are going to be added that will be different to previous years. I can reveal that we are indeed going to have a DASH Zone for the younger kids. We are going to be splitting the crowd in order to more effectively engage the younger children while the party aspect of the event is taking place.

DASH Colour Run culminates with a major colour party right in front of Baywalk Mall, one of our main sponsors from the inaugural year in 2015, which is why we decided to end there. In that colour party, we have colour throws and it is literally a party with some of Saint Lucia’s best DJs & artistes like Arthur, Ezra and Michael Robinson.

Rob: DASHers (DASH colour runner) will get to participate in sample products from our sponsors, which are included in their registration package price.

There will also be breakfast on sale and the regular restaurants will be open, specifically for DASH.

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DAZZLE 17

ROCHAD ‘Kiedel’ SONNY

Talented, Ambitious and in Control

By Angela St. Denis

A “

good life is when you smile often, dream big, laugh a lot and realise how blessed you are for what you have.” – Kevin Heart

He is the host of the mid-morning Vybe on Vybe Radio and co-host of Choice TV’s “Thursdays of Christmas.” A seemingly jovial young man who says he is quite shy, Rochad Sonny, popularly known as ‘Kiedel,’ is a multi-talented young Saint Lucian gifted with musical, acting and videographic talents.

Dazzle recently had the pleasure of sitting down with him for a peek inside his world to see what makes him tick.

Dazzle: Describe Kiedel for our readers.

Kiedel: I am an entertainer. My medium for entertaining is acting, music and cinematography.

Dazzle: What is your earliest memory entertaining?

Kiedel: Performing in the play ‘The Merchant of Venice,’ put on in 2008.

Dazzle: What inspired you to get into entertainment?

Kiedel: I wanted to be like the musicians I saw in church, so I invested time learning to play the keyboard. Then seeing Ché Campeche’s movie “Zafé Moun” ignited my desire to act, and my involvement in Youth SPAC (Youth Studying Performing Arts and Culture) allowed me to perform in numerous plays.

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As I matured I also developed an interest in doing videos. To do this, I started a comedy group called ‘Radio Out and Bad.’ Thanks to Facebook I developed a following by sharing my videos of various local and international celebrities, parodies and musical covers.

To ensure I captured all aspects of my work, I amalgamated my comedy and musical efforts to form Evolution Entertainment.

Dazzle: What sets you apart from the rest?

Kiedel: I distinguish myself by being exceptional and not just ‘ok’ at my craft. I am self-sufficient. If someone asks for a cinematographer/actor/musician and my name is not mentioned, then I am not doing enough.

Dazzle: Who is your biggest supporter?

Kiedel: My father, Kieran Sonny. He is my G, he has my back. He supported any endeavour I had without question. He bought me my first keyboard and camera.

Dazzle: Why is entertaining important to you?

Kiedel: People listen to entertainers. I can share a serious message in a parody and people receive it faster than the normal approach.

Dazzle: Who are some of the other artistes you have worked with?

Kiedel: As Evolution Films I’ve worked on music videos for Michael Robinson, Arthur Allain, Kayo, Teddyson John and Kardinal Offishall. My biggest work to date was on the official video for Nagato, which featured Kardinal and Kayo.

Dazzle: How did you get on radio?

Kiedel: I was intrigued when I heard Pringles (Quincy

Griffith) on air. He promised to hire me when he started his station. This materialised when Pringles and Elijah William invited me to join them at Vybe Radio. I can be heard on the Mid-Morning Vybe daily.

Dazzle: What are your career goals?

Kiedel: I want to be a professional YouTuber. Yes, it’s a real job. YouTube can allow me to be more creative and not limit my abilities. I want to be able to create and share with no restrictions. Social media is a powerful tool and I want to be able to make a living from my cell phone and the internet. A feature film is in my future.

Dazzle: Have any of your projects become a reality on YouTube?

Kiedel: Nothing yet, I want the quality of my videos to be of a certain standard before I start. Momentarily, I am focusing on solidifying my Facebook and Instagram presence to increase my followers.

Dazzle: Who inspires you?

Kiedel: My always-supportive father. I like Kevin Heart who is a product of social media and his work ethic. My favourite person is Casey Neistat, a vlogger/ YouTuber. He’s considered the world’s best vlogger. His statement “Do More” motivates me.

Dazzle: What words of encouragement do you have for aspiring entertainers?

Kiedel: Always be prepared and work at bettering your best every day.

Dazzle: Daily message to your listeners?

Kiedel: Despite your situation, you are in control of your attitude which influences the outcome.

fun facts

Dazzle: Tell us about your TV work?

Kiedel: I met Oneka McKoy and Shane Cherry years ago at a Mr. and Miss LHCSS Show, following which they invited me to work with CHOICE and “Thursdays of Christmas” came about. I would love to continue with radio and TV together. I believe that it was divine intervention for me to be on both.

Must-read book.

‘The Monk Who Sold His Ferrari.’ Robin Sharma

Dazzle: What’s next for RKS? Kiedel: A stand-up comedy show with Michael Robinson in 2018; more comedy videos and sketches.

Favourite liming spot.

Home/studio.

Favourite food.

Cheesecake.

Catch phrase.

I’ll take it.

Memorable Christmas gift.

I asked my dad for a camera and I got a camcorder

Kiedel epitomizes the importance of working hard at developing your talents so that they bear fruit. As this promising young entertainer pursues excellence, we at Dazzle will continue to cheer him on from the sidelines.

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Lipstick Shades For Your

Fair

Tan

Medium

Dark 20 DAZZLE

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xy Se

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Skin Tone

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Janelle JOYEUX

The Gorgeous Talent behind Sweetdreams Custom Cakes pg. 26

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DAZZLE 21

How to Check if Your Internet Connection is Secure

By Tony Williams

W

hen you’re surfing the internet, has it ever occurred to you that prying eyes may be watching the information you’re sending and receiving online?

One of the most effective ways of countering this and ensuring data security is through internet encryption. Unfortunately, it’s a subject very few people are familiar with. It’s designed to protect the confidentiality of digital data stored on computer systems or transmitted via the web and other computer networks.

Internet encryption involves the translation of data into a secret code. In order to read an encrypted file you must have access to a secret key or a password, 22 DAZZLE www.dazzlethemag.com

which enables you to decrypt it. Ultimately, this makes it much harder for other internet users to see what information you’re transmitting via the web.

Without encrypted internet connections, vital data like your bank account details, business transactions and credit card numbers, even your relationship problems, would be visible to other people using the same network as you, including internet service

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providers and governments. Just imagine while you’re checking your bank account, especially if you’re using a wireless connection or a public Wi-Fi hotspot, someone else could be spying on you and checking your account too! One way to avoid this is by ensuring that when you visit a website, you do so over a secure connection.

The best way to make sure a website is safe to visit is by checking for security info about the site. For example, if you’re using Google Chrome’s browser, it will alert you if you can’t visit the site safely or privately. Just look for a padlock to the left of the web address. The padlock icon indicates the information you send or receive through the site is private and secure. You can click on it to see a summary of how private Chrome thinks the connection is.

On the other hand, if you see an icon in the form of a circle with the letter ‘i’ in the centre, this means the site is not using a private connection. Someone may be able to see or tamper with the information you send or receive through this site.

If you see a red triangle with the letter ‘i’ in the centre, this is a warning that the site is not secure. It could

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even expose your computer to crippling malware.

Google suggests that you avoid entering any private or personal information on such a web page or, if possible, avoid using the site. In addition, according to Google, you might also see a “Login not secure” or “Payment not secure” message, a further indication that your private information could be at risk. Other browsers provide similar security alerts.

When you visit a site it’s also important to look out for the text “https” (not “http”) in the address bar at the top of the browser. This indicates that the website’s server uses a certificate to prove its security to the browsers.

Mozilla, the creators of the popular Firefox browser, estimates that just over 50 percent of web traffic is done over encrypted internet connections. .Clearly, this suggests that the best way to safeguard your data online is to be alert and stay informed about the various protective measures available. We also recommend a browser extension called HTTPS everywhere that encrypts your communications with many major websites, thus making your browsing more secure.

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DAZZLE 23

Two Tips to Stay Ahead of the Competition on Social Media

By Imran St. Brice

T

hink of your favourite popular brand. Does it have a Facebook page? Most likely, it does. There are thousands upon thousands of companies, businesses of all sizes, service providers and public figures that have a presence online. We don’t need to reiterate that everyone is becoming social media savvy with their business or brand, if they aren’t so already.

While two tips may not seem like a whole lot, we’re going to give you a fresh new perspective on how these two simple factors can play a huge role in helping you tower above the mountain of competitors online.

Don’t expect a step-by-step guide on how to make your page become the new trending sensation on social media. Instead, we’re aiming to stir up original thoughts and ideas that you can use as a springboard to launch into your own direction for success. So, let’s get started.

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Make Your Copywriting Compelling Not like copyright laws for protecting your content.

Copywriting is half of what makes for a captivating social media post. Here’s a textbook definition from Wikipedia to get you up to speed; “Copywriting is the act of writing text for the purpose of advertising or other forms of marketing.” In the advertising industry

it is generally referred to as ad copy or ad copywriting.

Simple enough, right? But how do YOU stand out and carve out a niche for your company in the world of social media by making effective use of copywriting?

First off, let’s address the fact that we don’t live in a vacuum, nor do our businesses. When starting off, it’s important to carry out your research on those who have paved the way for you, and then see how you can ONE-UP them. Obviously, you should not copy what they do, nor should you steal their content.

Instead use the resources around you to generate a distinct language for your brand. At the same time, you must also keep in mind the sort of wording that would appeal to you and, more importantly, to your audience. Feel free to throw in a couple of relevant hashtags as well to get yourself trending.

A golden rule is to address a common issue and then swoop in with your product or service as the solution to this issue. Show AND tell your audience that their world, their day or even a moment in their lives can be much better if they have your product or service in their possession.

As with many creative industries, there are no hard and fast rules to copywriting. Be flexible and make sure you learn and understand why your brand is a valuable component in your marketing strategy. Also, try to make your brand’s language is consistent so that it can be recognisable across the board.

Use Innovative Imagery What’s the other component of an engaging social media post - the imagery. Using photos to add that extra flair to your post is just as important as what copy you attach to it. Social networks and the internet in general, take advantage of our sense of sight. Hence, why not take every opportunity to present pleasing, memorable images to your audience?

With photos, the possibilities are endless. If you’re selling a product, feature that product often enough so that your audience and your potential customers know that this is what you have to offer that can solve a day-to-day issue they face. Don’t make every post a hard-sell for your product or service. Instead, find a balance between using images that sell your product and those that create a bond between your brand and your audience.

One of your top priorities should be to forge a connection with your audience so that they feel compelled to view your product or service as a necessary purchase to satisfy their needs, rather than just something they’re tossing out money for.

Here’s a quick recap of things to remember on your journey to conquering social media: • Take cues from other pages similar to yours.

• Be flexible with your style and content but remain consistent.

• It’s not what you say, it’s how you say it (and show it).

• Always seek to forge a connection with your audience.

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DAZZLE 25

Janelle JOYEUX

The Gorgeous Talent behind Sweetdreams Custom Cakes

By Imran St. Brice

S

eeing the bursts of pure joy, excitement and satisfaction from a client is what Janelle Joyeux lives for.

Sweetdreams Custom Cakes, which she’s had for 13 years, specialises in serving up anything that can be laid on a dessert table with a unique touch to each masterpiece.

“It’s about giving all that you have and then a little extra. But doing this everyday doesn’t feel like work because it’s what I truly love to do,” says Janelle.

Although Janelle grew up in a home of bakers and cooks, it wasn’t always her dream to follow the footsteps of her aunt and mother. Dazzle Magazine was lucky to get a spot in her busy schedule to learn more about her compelling story.

How did Sweetdreams Custom Cakes start off?

Janelle: My mom gave me my first cookbook when I was seven years old. I started baking from it back then and it’s something I still have and cherish to this day.

It all started as a hobby when I had my daughter 13 years ago. On her first birthday party I started baking, just for her. Then I began sharing what I created on social media.

Back then, custom cakes weren’t popular but people gravitated toward what I was doing and requests started coming in. The rest is history.

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What was your inspiration when starting off?

Janelle: Initially, my daughter was my only inspiration. Back then I wasn’t fully aware that baking was my passion. It was simply something I did so we could live comfortably and so that I could give her the opportunity to do ballet, swimming or whatever her heart’s desire was at the time. Baking wasn’t something that got me out of bed on a morning just because I loved it. It is now and hopefully, it will be till I retire.

Right now though, inspiration comes from the wider world around me, especially the internet. Early on I admired the ‘Ace of Cakes’ show. The host had a technical background just like me, but he only did custom cakes. Seeing that gave me the idea that if I stood out from what was being offered in St. Lucia I could go somewhere with it. So I committed to trying new things in everything I created.

fun facts

If you could have one secret talent what would it be?

I wish I could draw so that it would help with my cake designs.

What’s your biggest dream?

To build my dream home.

Favourite TV show?

Friends.

You have a technical background, why did you choose this career path?

Janelle: I don’t think I chose it ... it chose me! After leaving Castries Comprehensive Secondary School, I earned my diploma in architecture at the Sir Arthur Lewis Community College but because of things beyond my control I ended up moving away from the technical aspect of it over the years.

What’s a typical day like for you as an entrepreneur?

Janelle: The first thing I have to be on a morning is a mom. Once I get my daughter ready for school and drop her off I head back home. When I do, I’m then in the mindset to work and not just relax.

My business day is supposed to run from 10:00 a.m. to 6:00 p.m. but that isn’t always what happens. As a small business person you work constantly, 24-7. There

are no breaks in between. There’s constant phone calls, marketing, networking, accounting, and other things that need to be done day-to-day.

What challenges do you face and how do you overcome them?

Janelle: Wedding cakes were never something that I wanted to do. I wasn’t confident in being able to match the bride and groom’s expectations where everything is supposed to be perfect on their special day. My biggest challenge was actually putting together a seven-tier wedding cake, which I luckily completed to the clients’ satisfaction.

In fact, every time I complete a cake order I take photos of it to see how I’ve grown over the years.

I tend to look back on them and see how I could improve on them. I don’t like to make duplicates because it’s meant to speak to the individual and be uniquely theirs. But most of all, it’s supposed to tell a story.

If you could change one thing about your journey so far, what would it be?

Janelle: Absolutely nothing. I think that every error and every challenge that has come my way has made me a better person and entrepreneur. These challenges have shaped what Sweetdreams is all about today. If I didn’t go through those trials then I wouldn’t know what it was like and what it takes to accomplish certain things in difficult situations. I believe God always has a plan and he takes you on the path you should be when it’s the right time.

What advice would you give to a younger version of yourself?

Janelle: My advice would be to take on this business only as a passion and not as a way out. When you face hurdles, your passion will drive you and you won’t give up easily.

Never get angry and frustrated because it’s not working out the way you wanted it to. Take heart and overcome these hurdles so that you can look back and feel proud that you stuck with it till the end. Also, you have to remember why you started and where you want to go in the end. It’s good to have a vision board so that you can visualise your goals so you feel more confident about working toward them.

I’ve learned that when you are doing something you love, it’s not a ‘job’ anymore because you put your passion into everything that you do.

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DAZZLE 27

Lenny Cumberbatch – Windjammer’s Game-changing Food & Beverage Director

By Tony Williams

W

indjammer Landing is on the way to becoming Saint Lucia’s go-to beach resort for new and innovative culinary delights and experiences.

Nestled on 60 acres of lush greenery, with picturesque hillside and beachfront villas offering stunning views of Saint Lucia’s north-western coastline, Windjammer has long been touted for its luxurious accommodation and plethora of health and recreational activities, not to mention the delightful dining experience offered at its multiple onsite restaurants. Over the years, Windjammer also became known for its keenness to attract Saint Lucian clientele to the resort.

Now, both locals and visitors can continue to enjoy Windjammer’s sumptuous cuisine presented in bold and unexpected styles and flavours.

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Piloting the transformation is Windjammer’s new Food and Beverage Director, Lenny Cumberbatch.

Originally from the Bahamas, Lenny brings more than 20 years of experience to Windjammer Landing. Prior to joining Windjammer in May 2017, he served as the Food and Beverage Director for the luxury component of the Atlantis Paradise Resort in the Bahamas, one of the largest vacation resorts in the Caribbean, with over 55 restaurants and bars, and employing more than 8,500 workers.

Starting off as a busboy, Lenny worked his way up the ranks at the Atlantic to become a waiter and, thereafter, he held several management positions in the resort’s food and beverage department, eventually rising to the position of Food and Beverage Director.

In addition to his extensive experience, he acquired numerous academic credentials, including an associate degree in hospitality operations, a BA in hospitality management, an MBA from the University of Roehampton in England and a Master Certification in restaurant revenue management from Cornel University, USA. He has also been certified by the American Hotel and Lodging Association and is recognized as a Certified Food and Beverage Executive.

On assuming his new position at Windjammer, Lenny, along with his team, embarked on a culinary program aimed at reconceptualising and diversifying the menu selection available in the hotel’s restaurants, in a bid to make them more attractive and exciting.

“When I came on board, it was important to understand the quality of the product and the direction it had been going, but more importantly, to try and align it with the needs and expectations of our customers. We’ve done considerable work over the past few months in terms of redefining who we are as a department, and what we want to represent from the perspective of food and beverage,” says Lenny.

“We’ve done some interesting things so far in terms of redefining the categories of restaurants and creating individual personalities for each of them. This has led to the development of new menus, and allowed us to infuse more innovative concepts and lots of new ideas in improving and changing the direction of our product,” he added.

More than ever now, Windjammer is focussed on developing a multi-tier offering of carefully crafted dishes that would appeal to its in-house guests and external customers.

“In the process of redefining ourselves, we want to be attractive to both the St. Lucian community, as well as customers who travel from various destinations to be a part of the Windjammer experience. Therefore, we created something that would be attractive to corporate Saint Lucia and regular customers who just want a great dining experience,” says Lenny.

Determined to make the resort’s offerings more appealing to locals, Lenny sought advice from members of his team who have been longstanding Windjammer employees, and from other individuals outside of the resort, including several business people. He discovered that Windjammer used to be a favourite hangout for locals, including many who patronised the hotel’s facilities to celebrate special events like birthdays and weddings.

“I think overtime that desire to be a part of the Windjammer experience has diminished somewhat, for whatever the reasons are. Maybe it is because of competition factors and offerings from various resorts and properties, but be that as it may, there is now a new energy and a new vibe at Windjammer. The diversification and the reconceptualising that’s being done in several of our restaurants is making them very attractive again. There have also been massive improvements in the food offerings, along with an infusion of international cuisine - but there’s also a strong presence of local Lucian cuisine. We want to create a product that would be very attractive to the local community because we understand the importance of that segment of the market. We truly want to grow our portfolio and improve numbers from Saint Lucia at large,” says Lenny.

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DAZZLE 29

Listening to him articulate his goals, it soon becomes obvious that Windjammer has taken on board a man who is passionate about the hotel business, and the food and beverage portfolio in particular. When asked what excites him most about his field, Lenny said, “I think naturally, I’m an artiste. I think, for the most part, people who participate in food and beverage perhaps think pretty much the same way.

This department gives you an opportunity to express yourself as an artiste by being creative with your menu selection and the infusion of flavours, colours and textures. More importantly, in many instances it gives you a blank canvas to paint the picture the way you see it, in terms of flexibility, creativity and innovation.”

Coming from the Bahamas where tourism is the number one industry and approximately 80 percent of the islands’ GDP comes from some sort of hospitality or tourism-related business, Lenny is grounded in a philosophy that views personal dedication and commitment to service as the key to success in the industry.

“We have successfully done tourism in the Bahamas for 50 years. Some credit must be given to the fact that we’ve always had people who have great service attitudes and service minds who have been involved or associated with the industry.”

Lenny, who is full of praise for his colleagues at Windjammer, including Windjammer’s Executive Chef, René Cahane, Managing Director Scott Seger, Assistant F&B Director Rene Lucien and Local Culinary Legend Chef Emmanuel Juels, emphasized that the resort remains committed to delivering a world-class experience to its international guests, as well as locals.

Some of their special offerings include; special occasion dinners, wedding receptions, private beach dinners, Sunday brunch and private dinner experiences. He reiterated his invitation to St. Lucians.

“We invite people to be part of this experience.

Whether it’s for a birthday celebration, a wedding, anniversary, or any special event, we have the facilities to host such events. Therefore, we urge St. Lucians to come check us out at Windjammer. We’re on the move, doing great things and we definitely need your support.”

ice cream taco

$1 off our new ice cream taco or burrito ice cream burrito Located in the S&S Plaza Bois D'Orange, 30 DAZZLE NOW OPEN to JQwww.dazzlethemag.com MAll Rodney Bay

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Lamar & Shameela Energizing St. Lucian Nightlife

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DAZZLE 31

How To Keep Your Life Moving in the Right Direction

By Sherlon Leon

S

uccessful people are usually always goal setters and achievers. I challenge you to find a successful person who has not mastered the art of personal accomplishment. But is goal setting really the key to their success? As a young professional or aspiring entrepreneur, you probably have a list of SMART goals located in an easily accessible place to remind you of your roadmap to success. However, what if I told you that sometimes goal setting, and your goals in and of themselves, may be two of the biggest overrated strategies to achieve success. Although important, they are secondary to something that is more critical to your advancement.

According to Fred Smith Sr, former president of the US management consulting firm - Fred Smith Associates - and a world-renowned leadership guru, “choosing a goal in life is not our most important decision choosing our direction is.” Goal setting and achieving 32 DAZZLE

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are important and fulfilling. They result in endless rewards and an increased drive to keep moving. But why is it that so many successful goal achievers aren’t happy and fulfilled? A great job, benefits, a lovely family yet something seems lacking.

Our education system teaches us how to identify and solve problems. We are taught how to find the most effective solutions to these problems, but does this teach us how to determine which problems are worth solving? Each goal we set is a problem waiting to be solved. As bright students, we seek to solve problems or achieve goals set by ourselves, social network or society. We bask in the feelings of accomplishment as we solve each problem. However, soon after, we realize that these feelings of satisfaction are short lived, and we are left with the need to conquer a new challenge.

Although we may can identify and solve problems, how many of us are able to find and take advantage of opportunities? Opportunities give direction and purpose; goals and problem solving don’t! After the achievement of an elusive goal we often realize that it was the attaining, not the attainment that brought a feeling of fulfillment.

How many of us pursue higher education or a bank loan with no real idea of what returns it is likely to yield in our lives? We endure years in unhappy employment situations en route to the cherished promotion. One Master’s Degree and one promotion later we’re still unhappy and looking for a new problem to solve.

on the right path, one realizes that the joy is in the journey. Your career or your business will cease to be a mere goal or series of goals to achieve, but rather a life process of fulfillment and new challenges.

Here are a few tips to help you assess whether you are going in the right direction: • Your individual goals do not conflict, and all seem to complement each other.

• You generally enjoy the process, despite the challenges.

• Your professional abilities and your natural inclinations and abilities complement each other.

Often, we choose directions for our lives because of the influence of our social network, be it family or friends. Some of us have no direction, just an extensive list of ambitions, all because someone or the society said this is the path we should follow. Ultimately, the responsibility is ours to place our ladders against the right wall.

Always remember that determining your direction is a personal choice. Continuously comparing yourself to others can impair your judgement, thereby causing you to go in a direction that does not suit you.

Furthermore, remember that: Your success as a professional and entrepreneur starts first in the choosing of the right direction.

By doing so, you are able to appropriately ignore problems/goals that aren’t worth wasting your time on. Imagine you are a cartographer asked to map out a specific territory. You spend months exploring the real terrain, gathering all the relevant technical information and as you put the finishing touches on your assignment, you realize you have made a grave error - you spent months mapping out the wrong territory. Truth is, the work you’ve done is great and will be useful to someone, but it was not the territory you had intended to cover.

While initially charting the territory, and setting and achieving your goals may have given you a sense of fulfillment, ultimately it turned out to be short lived.

You climbed the ladder only to realize you rested it against the wrong wall.

It is important to pick the right direction so that your goals can achieve the true purpose intended. When

• Your direction will determine your goal selection.

Ignore goals that don’t complement your direction.

• Your direction will determine your challenges. Don’t throw a pity party when the going gets tough.

• Your direction will become an obsession.

• What grieves you the most on your journey often reveals your greatest strengths and abilities.

• Finally, your direction sometimes may have faulty road signs. Be vigilant and remember, family and friends may not always be supportive!

Sherlon Leon is an HR professional with 10 years’ experience in the field of people development. He is a corporate trainer, blogger and motivational speaker who believes that real strength comes not from lifting weights (although a fitness enthusiast himself), but rather from uplifting people.

Check out his blog @ www.sherlonleon.com or follow him on Twitter/Instagram: @sherlonleon and Facebook: @sherlonsblog

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DAZZLE 33

Kirk Maraj: The Heart Behind Insurance

By Tony Williams

M

eet Kirk Maraj, the Branch Manager for the territory in Saint Lucia of the Guyana and Trinidad Mutual Group of Companies (GTM). A 16-year veteran in the insurance business, Maraj now has more reason than ever to be proud of his profession and his role as head of what has arguably been one of the more dynamic and enduring insurance companies on the island.

The 138-year old GTM established its first office in Saint Lucia in 1954. In 1998, the company acquired the portfolio of First National Life Insurance Company.

GTM offers a wide range of insurance policies and services to individuals, families and companies. It has offices in Castries, Vieux Fort and Soufriere.

Recently, the company announced plans to construct a corporate head office for its Eastern Caribbean operations at Choc Estate in Sunny Acres. The sub34 DAZZLE

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regional office is expected to be an eco-friendly, state-of-the-art facility, employing some 50 staff. This is tantamount to a feather in the local GTM branch’s cap, that Saint Lucia was deemed the best place from which the company can grow and expand its business in the sub-region.

Maraj is understandably delighted with this development and simultaneously, he is extremely proud of the impact GTM has had in the local insurance sector over the years. He is deeply convinced that GTM has a lot more to offer its clients, and the company is uniquely poised to help them improve their lives in profound ways in the months and years ahead.

One of GTM’s key strengths, says Maraj, is the diversity of its service offerings and their relevance to people’s daily lives and their needs, coupled with the company’s people-centred approach to business.

says it is the human interaction aspect of insurance that he enjoys most, and merely knowing that he can help to change people’s lives for the better.

“The fun and the joy at the heart of it is meeting people whom I had never known and building a professional relationship with them, which often turns into a genuine friendship. One of the hallmarks of the insurance profession is those occasions when children whom I got to know when they were three or four years old – as a result of being their parents’ insurance agent - and who have grown up and are now in school or probably working, and they come to me for insurance because I used to visit their parents’ homes. That itself is very gratifying. What I also love about this profession is the product itself and the restorative aspect of it. To be able to assist people to get back on their feet after they’ve gone through a crisis,” says Maraj.

Among his most memorable experiences, of which Maraj says there have been plenty, he cites the numerous children whom he helped secure student loan insurance policies.

“At GTM, we have such a wide assortment of products and services that it is very difficult to come to our offices and not be able to make a decision about what would suit you. Medical, home and vehicle insurance, retirement pension plans…you name it, there are just so many different classes of insurance business we do.

We are genuinely committed to our mission statement – ‘to consistently provide sound and reliable services with the highest ethical and professional standards across the Caribbean.’ That is not meant to be taken lightly, and it isn’t just something someone just came up with in a boardroom—we are always there for the people. For example, our home insurance policies are designed to insure houses of all kinds, including plywood houses. We issue relatively small insurance policies, for example $10,000 policies, something that many companies wouldn’t do. We are not the loudest, nor are we the biggest in the business. We do not tout our assets or our balance sheets, but I assure you, at GTM we care the deepest about our clients.”

A warm and affable chap, it soon becomes clear just by watching Maraj at work in his office, that he has a good rapport with his staff, and they find him very approachable. There is an almost familial air in the way they flit in and out of his office to confer with him and sort out business matters. Not surprisingly, Maraj

“Many of them have returned home and they’re now well settled. Some are engineers, doctors etc. As a result, they have opted to use me as their number one choice for insurance. That was very fulfilling for me,” says Maraj.

There was also the occasion when he felt impelled to respond to a GTM client’s call for help very early in the morning.

“I insured the contents for his store which is not too far from our office. I got a call from him about 5:30 in the morning. His store had been burglarised.

He was very concerned, he didn’t speak very good

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English, and didn’t know what to do. Therefore, I went to him at the store, consoled him and then guided him through the process of lodging a claim. At that time, the police were there dusting for fingerprints and carrying out their investigations. They were quite surprised to learn that an insurance agent had arrived on the scene so early in the morning. The client was so grateful, he became an ambassador for insurance.

I use this example to underscore the fact that we, at GTM, are there with our clients.”

Notwithstanding his love for the insurance business, Maraj is a realist. He knows all too well that among the major obstacles that insurance agents encounter are scepticism and suspicion due to the negative perception that many people tend to have about the industry.

“There’s a saying that there are worse things in life than death - have you ever spent a night with an insurance salesman? That sentiment touches a very sensitive area. It ridicules the virtues of an insurance agent and places him in an unproductive and negative

light. The insurance agent is seen as peddling a policy rather than empowering clients and businesses to plan ahead for the future and protect themselves against unexpected circumstances or losses. In some ways, they are unsung heroes because in times of crisis when the crunch comes, the client then becomes aware of how valuable their insurance policy is to their continued well being,” says Maraj.

He issued a special appeal to Saint Lucia’s millennials, including self-employed youths, who are more likely to lack things like health and life insurance than older consumers.

“We want to tell the millennials that at GTM, we care about them very much,” said Maraj. “We have very flexible policies in terms of premium and coverage, that they would find to be ideal for them. Likewise, we have coverage for senior citizens and plans for individuals above the age of 65. Hence, we are overarching in many respects,” he added.

LIFE MEDICAL MOTOR PROPERTY LIABILITY

(758) 458 6300 GTM Group of Insurance Companies 36 DAZZLE

CASTRIES - VIEUX FORT www.dazzlethemag.com

enquires@gtmstlucia.com

www.gtm-gy.com

Business has been doing well, according to Shamar and he plans to explore in the near future, for better content and a larger audience.

Skycrew Aerial Photography and Vide Production is only one of the two business ventures attached to Shamar. You may have heard of Caribvybe, a recently popular brand of hats not only for St. Lucia, but the rest of the Caribbean as well.

“Caribvybe started as a movement, I wanted something that people could wear to represent St. Lucia. The whole push was for independence, and now it’s unbelievable as to how that little idea started off” This goes to show that a small idea can take you a long way but there’s a lot more in store for Skycrew Aerial Photography and Caribvybe.

Shamar Marcus - Skycrew Aerial Photography and Video Production and Caribvybe

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apturing a moment, whether in still life or in video is currently part of our everyday life.

Photography and videography have become habitual or second nature to us. There’s a certain art and skill in photography that goes just beyond picking up a camera and snapping a picture, and few people acquire it.

Working a regular eight-hour job, Shamar Marcus has found his passion outside of his day job. For Shamar, founder of Skycrew Aerial Photography and Video Production, his passion focuses on drone photography. The idea, as stated by Shamar, came about when he received his first drone as a gift and decided to put it to productive use. Shamar stated that his idea was initially a business maneuver but as time went by, he found a passion for his work.

Landscape aerial photography and videography take precedence over event photography for Skycrew.

According to Shamar, the drone gives a picture or video an entirely different perspective when its viewed from above and that’s the difference Skycrew Aerial Photography has brought forth. Skycrew has a target market of resorts and hotels mainly but why limit yourself? He’s doing ads for brands, capturing the beauty of a landscape or shooting films and he’s doing it with his drone partner.

Dazzle Magazine introduces Fresh Biz is a section within Dazzle Magazine dedicated to providing start-up companies and their founders with much needed exposure.

If you wish to be profiled in Fresh Biz Column please contact us at (758) 452 0123 or email freshbiz@dazzlethemag.com

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DAZZLE 37

Essential Hardware; Everything You Need in Building Supplies

By Imran St. Brice

E

stablished in July of 1999, Essential Hardware Limited (EHL) continues to be the company to trust for all your building needs for almost two decades. This long-standing company is part of Gafsons Group of Companies, which also operates in Guyana, Barbados and Grenada. When it was first established, Essential Hardware planned to establish a branch in major communities around St. Lucia. Today, apart from its Industrial Estate, Vieux Fort Administrative Offices, Warehouse and Retail Outlet, there are branches in Vieux Fort, Cul D’Sac/ Bexon Highway, Bois D’Orange, Vieux Fort/Laborie Highway, Rodney Heights and Soufriere.

“Our bright new store at Rodney Heights caters exclusively to customers in the North with a wide range of Hardware, Electrical, Plumbing, Household, and Home and Garden products, it is also a Berger Paints Colour Centre”. Mr. Colin Sookdeo, Sales Manager when asked what is unique about the 38 DAZZLE

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Rodney Heights Branch, he responded that “we’re providing convenient shopping, offering a wide variety of products in a modern store environment with extended hours, supported by courteous and efficient staff.”

Essential Hardware has everything you would need for building project - from foundation to roof and everything in between. EHL offers a wide range treated lumber, interior and exterior treated plywood, cement, steel rods, reinforcing wire mesh, tying wire, galvalume corrugated and u-panel roofing sheets, PVC gutters, pipes conduits and fittings, wooden and metal doors, aluminum and PVC windows, paints, varnishes and painting accessories.

When building, every contractor knows, that time is of essence, and the management and staff at Essential Hardware are fully aware of the time constraints when building. Our sister company New Frontier Industries Limited (NFIL) manufactures right here in St. Lucia coated steel corrugated roofing sheets which a very cost effective, durable and time tested roofing system. NFIL manufactures galvalume roofing sheets in two profiles—corrugated and u-panel up to 40 feet in length. The flexibility in custom lengths with no overlapping or wastage, offers substantial savings to contractors and home owners. These cost effective, durable and long lasting Roofing Sheets are distributed

by Essential Hardware.

clients with enthusiasm and commitment, customer satisfaction is guaranteed. Customers are encouraged to visit any of the branches and not limit themselves to items available only at one location but from any of the six — always offering the best quality products at affordable prices. Contractors are welcomed, and special discounts are applied to quantity purchases.

For Christmas 2017, Essential Hardware has lots of bargains from 10-50% discounts at all branches. We invite you to check out the new arrivals for gifts this festive season.

Essential Hardware also contributes to the development of St. Lucia by the jobs we create, the training we provide to our employees, our contributions to the NIC and PAYE systems, involvement in community and social projects and events. We strive to be a good corporate citizen.

Essential Hardware is the Name You Can Trust, offering outstanding customer value and service for a wide range of products. If you need real savings on quality products when building, Essential Hardware is the company you can trust to deliver.

Essential Hardware Limited is the distributor for ARAWAK Cement. Apart from the competitive retail price, arrangements can be made for delivery ex-ship at a considerable saving.

EHL’s longevity as a principal distributor/retailer to the local construction industry is primarily based on its structure. With a system in place that allows the directors, managers and employees to engage

We wish our valued customers and their families, A Merry Christmas and a Healthy, Happy and Prosperous New Year!

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fun facts

What is your greatest accomplishment to date?

Overcoming my fear of public speaking and feeling more confident to express myself.

Whats the best piece of advice you have ever gotten?

Its never about being the best but being better than I was yesterday (LS) No one else knows what they are doing either (SR) One word to describe Shameela?

Intelligent What is your favourite pastime?

Hanging out with Elle and cooking (SR) What is your middle name?

Anton shhh don’t tell anyone...LOL (LS) What is you most productive day?

Monday’s (LS) 40 DAZZLE

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Lamar & Shameela Energizing St. Lucian Nightlife

by Gareth S. Jules

O

ver the last six years, St. Lucia has seen many nightlife locales come and go. Some last for a few years, others for a few months.

Many St. Lucians have been searching for nighttime dining and entertainment spots that would make them feel at home and where they could be themselves, besides the normal Gros Islet Street Party.

Usually, there is a dry spell in the calendar of events for the year, with the majority of parties happening around the months of June and July. In 2011, a local brand emerged on the scene, adding excitement to Saint Lucia’s night and party life like never before.

Meet Lamar Sifflet and Shameela Rambally, the faces behind the brand ‘Verve’ —the latest addition to St. Lucia’s nightlife landscape.

Lamar Sifflet is a past student of the St. Mary’s College Secondary School, who furthered his studies in finance, business and marketing in Oklahoma and Trinidad & Tobago. Also, a past student of Monroe College, he was recently honored as ‘Outstanding Alumni 2016’ by the college. Just like Lamar, Shameela Rambally holds a degree in business management, marketing and project management. She’s a former student of St. Joseph’s Covent Secondary School and the University of the Southern Caribbean in Trinidad.

Lamar and Shameela’s entrepreneurship journey began while students, where the two appeared on a reality TV show here in Saint Lucia with the hope of attaining funding for one of their business ideas.

However, efforts proved futile as they were eliminated soon after making the top ten which they always light heartedly joked about.

In 2012, the pair launched a community bar called Jammerz, located in Corinth that soon expanded to

Jammerz in the Gros Islet town. Soon after, eager for a fresh challenge, they took on the revamping of Happy Day Bar, a former hot spot in Rodney Bay. After infusing life into Rodney Bay nightlife once again, VERVE in Rodney Bay evolved and by extension the popular VERVE Events. VERVE can be characterized as a multi- pronged movement with the bar having its own unique vibe, driven by the amazing customers and staff as a bar and the events carrying its own unique signature.

We sat down with Lamar and Shameela for a candid chat about their journey as entrepreneurs, the ups and downs, and how they’ve become a catalyst for exciting changes in the local entertainment scene.

Dazzle: Where did it all begin?

Lamar: We first appeared on a TV show with an idea for cakes whilst at school. We made the top ten but were voted out first. We also started a painting company called Paint 4 U, however, that never got off the ground. That was motivation to start Jammerz.

The experiences made us stronger individuals, learning from failures and enabling us to be poised to take risks.

In 2011, I was working at an establishment that dealt with bars in its daily operations. During that tenure, fearing complacency, I came up with an idea to open up a bar of my own for some extra income. In opening the bar, I realized that I loved that more than working my office job, although it was the stepping stone and foundation. It was a challenge, in fact it was very hard work and sleepless nights, but we loved the vibe and decided to open up another bar. That was the birth of the Jammerz brand.

Shameela: I started to work here in Saint Lucia and moved away for some time to work on a project in the Middle East. When that was over, I decided to move

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back home. This was admittedly, a hard transition from working overseas to working back home.

Dazzle: How did you guys get into business together?

Shameela: It was something natural. We both studied along the same lines; business and marketing.

Lamar started off Jammerz whilst I was away and when I came back it happened naturally. I just joined the movement he started.

Dazzle: How do the two of you deal with conflict?

Shameela: It’s still a work in progress. Like everything, it took time for us to realise each other’s strong points and how our styles complement each other in the business field. We are both very strong-minded people. We both see things at times in different ways.

In doing things repetitively we concluded that you’re good at this, I’m good at that, let’s just keep it that way. That didn’t happen overnight though!

Dazzle: On May 18, 2015 VERVE was dealt a setback when the property went up in flames. Tell us about that whole ordeal.

Lamar: We hit rock bottom and undoubtedly it took an emotional toll. In true nightmare form, we were in bed and got a call at 3:00 a.m saying everything is gone. We thought we had lost everything, but the heartening experience was when we looked up our messages, emails, on social media and saw the outpouring of support from family, team members, friends and strangers, this fueled us to keep going and not throw in the towel. It really echoed the sentiment and vision for VERVE that ‘VERVE is for everyone’ Vigor, Spirit & Enthusiasm. That’s what brought back the spirit to revamp Verve. If it wasn’t for the support of the people, we wouldn’t be here today!

Dazzle: It must have been really hard to hear a lot of negativity in relation to the cause of the fire. What are your views on this?

Shameela: We ignored it. We know the truth. To this day we are yet to know what the actual cause of the fire was. There are stories circulating in the air but it’s nothing that we want to indulge in. We believe that it has happened already, we’ve moved on and we have put things in place to ensure that this does not happen again.

Dazzle: VERVE Events was birthed years ago. How did the idea originate?

Shameela: We used to have a lot of private events on a small scale for example, the open events at Happy Day Bar, New Year’s parties and boat rides with friends, but our first major event was the 2012/2013 New Years’ Eve Memoire. After Memoire, we realized that we have a passion for organizing events and nothing 42 DAZZLE

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can replace creating a joyful and exciting atmosphere for everyone. We placed more and more energy into it and it really got our creative juices flowing. This paired with our excellent support team, Verve Events has taken a life of its own.

Lamar: VERVE is beyond us. The people make VERVE. It has become a family. That drove us to constantly want to make each event better. We know we have our support system and our people always wait for something exciting that needs to be delivered and executed at a high level.

Dazzle: Over the years Verve Events has added a number of events to the calendar. How do you come up with the ideas and concepts for each event?

Shameela: In talking to people, team discussions, sometimes ideas just pop up. Sometimes Lamar wakes up in the middle of the night with ideas and that sparks something even bigger, sometimes not realistic haha.

Lamar: It’s a bit of spontaneity and seeing things out there. We get vision and inspiration from people and events all over the map including here in St. Lucia.

Dazzle: Why do you think people gravitate towards your brand?

Lamar: Because it is relatable. We created an atmosphere where people want to come and be themselves. The team behind the brand always remains fun, accessible, authentic, humble, and always aim for the highest standards. We always try to emphasize the freedom of expression; no judgement zone is what you would find at our events. Hence, we always encourage people to push THEIR fashion to the limits at our events.

Dazzle: As a brand with a huge following, it may find it difficult to please everyone. How do you deal with different feedback?

Shameela: At the end of every event, that’s what we look out for. Tell us what is good. Tell is what is bad.

We are very open to criticism because it’s not about us. We use the comments to make the next event better which drives us even more.

Dazzle: You guys have a strong social media presence and a vibrant team. How do you keep your team members motivated?

Lamar: Our team stems from the two of us, to our families, to our core team and our VERVE bar team.

We keep everybody happy and we appreciate everyone on the team. They are the ones on the ground putting in work as well, some team members people don’t see at all because they prefer being behind the scenes.

himself. We hope to continue to grow our corporate social responsibility in the future.

Dazzle: When Lamar and Shameela aren’t handling business matters, what do you do in your down time?

Shameela: Sleep. Although we enjoy a good party every now and then!

Dazzle: What is your source of motivation?

Lamar: The internal drive I must say, I’m far from perfect. The drive to always become a better man and leader, improving in all areas personally and professionally, and helping others along the journey ranks up there as my top sources of motivation.

Dazzle: What are your plans for the future?

Lamar: We have some plans, but I don’t think it’s the right time to unveil them as it’s still premature.

However, the short-term plan is to improve on what we are doing first before we venture out. We have some ideas, but we want to improve the art now to be better and raise our quality & standards in the future.

Shameela: From the events standpoint, there is a lot that we want to do. Moving forward, the production and the experience will be taken to a higher level than it is now.

We motivate our team through different challenges and we encourage those with individual brands as well, knowing that they have the collective support of everyone. Example — Wavemaker Photography, Dream Vision, Hershey’s the Entertainer, D’Funmachine, Dwane’s Electrical, Body B & OHG VLOG. We’re in it together. We take on challenges with all the events by making each one better. That is something to motivate them - to look forward to the next one because we try to do everything differently.

Dazzle: Being a great entrepreneur and a successful corporate entity requires corporate social responsibility. How has your group of companies done so?

Shameela: Two years ago, we started assisting a young man from Gros Islet. We teamed up with the Honourable Leonard ‘Spider’ Montoute to reward him financially, based on his stellar performance in the Common Entrance Examination. We keep in contact with his family regarding updates on his adjustment to secondary school life and he is. Proudly he is doing very well academically and athletically. We feature him on our pages and will be featuring him on our upcoming website. We want people to follow his story and how we continue to assist him in bettering

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DAZZLE 43

The Price We Pay for a Fatherless Generation

By Akil Dathorne

T

here is no disputing the epidemic proportions and outcomes of fatherlessness in this generation. Whether it be the physical absence of a father or a father’s presence minus the emotional attachment – both have detrimental effects on our communities.

With an increase in sexual promiscuity and singleparent homes, and a corresponding decrease in committed marriages, active fathers and the recognition of the importance of masculinity in society – this generation is not only being dubbed the lawless generation but also the fatherless generation.

The repercussions of this pervade our culture and are even re-defining the family structure.

To fully grasp the far-reaching effects of fatherlessness, we must assess the present state

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of society. Its impacts are observed in our homes, schools, businesses, hospitals and prisons. The website Fatherlessgeneration.com cites statistics which show that 85 percent of the youth in US prisons

grew up without a father; 70 percent of juveniles in state-operated institutions are fatherless and 85 percent of rapists are motivated by displaced anger stemming from fatherless homes. According to the Urban Dictionary, displaced anger occurs “when you direct your angry thoughts and feelings at someone or something that is safe or convenient, rather than the actual source of your anger.” In addition, 71 percent of high school dropouts were raised in fatherless homes and lastly, 71 percent of pregnant teens have a fatherless background.

A U.S. Census Bureau study revealed a triple-percent increase of single-parent matriarchal homes with children under 18 years of age, from 1960-2012. The question must be asked; are fathers going extinct? agenda. The dissemination of propaganda through pornographic material, motion pictures and even children’s cartoons has led to a noticeable breakdown in cultural standards and values. All of this is done in an attempt to undermine all morality and, more so, those who uphold it, namely Christian conservatives.

These mediums purposefully portray a reformation of social and cultural fundamentals, which, in times past, laid the foundation for entire nations and generations, in particular the nuclear family unit. By Merriam Webster’s definition, a nuclear family group consists only of a father, mother and children.

The sad truth is that today’s culture portrays fathers as unimportant, incompetent dopes, and effective fatherhood as minimally essential to a child’s upbringing – a mode of thinking which underplays the consequences for future generations. The facts, however, reveal the dire condition of entire nations around the world as being the result of a fatherless generation. These nations are now reaping the harvest of angry, vulnerable and misguided souls thrust into a system that capitalizes on their feelings of neglect, confusion and their need for validation.

Lacking the disciplined guidance and morals of a Godly father, many children are swept away by the tide of Godlessness that the world has to offer.

In light of the Marxist cultural game plan and sexual revolution, the reconfiguration of marriage and the family structure are top on the list of their

As the moral fabric of all human reasoning and the absoluteness of truth are continually perverted and ostracized, there needs to be pillars of truth left standing for successive generations to rest upon. In a time when the concepts of right and wrong are diluted and an entire generation is made to conform to a counter-productive mindset, the threat of devolution has never been more apparent. It begins with you – the parent – not the teacher within the education system and definitely not the popular culture that has thus far succeeded in moulding a callously narcissistic, intellectually impoverished, hyper-sexualized breed of degenerative young people who care little about the course of this world.

The world’s present dilemma is aptly depicted by the words of the English novelist, George Orwell: “The further a society drifts from the truth, the more it will hate those that speak it.” Similarly, when the morals of the majority are suppressed to justify the licentiousness of a few, the brave few among the many must stand for truth without compromise.

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DAZZLE 45

Kwame Spooner

DJ VIPER:

Bridging the gap between his dreams and reality.

By Imran St. Brice

I

t all really took off when Kwame Spooner got the chance to DJ at one of his friend’s house parties.

Back then he was simply known as DJ Sweet Fudge and only took it up as a hobby because he loved music. Fast forward through countless hours of studying his craft plus experience in the field, DJ Viper is cleverly balancing life as a DJ while chasing his dream of being a lawyer. He’s travelled near and far; to Grenada and New York, as well as Miami… carrying his brand across borders and gaining recognition from prominent New York DJs. There’s more to his epic journey though, here’s what DJ Viper is all about:

fun facts Least favourite part about travelling?

No place like home, I always end up missing home.

Best advice you’ve gotten?

Stay humble, no matter what comes your way.

What’s your weirdest experience at a house party?

Seeing someone “split in the middle” on burglar bars Would you want a snake for a pet?

NEVER! as much as i love the name Viper and respect snakes, I could never have one as a pet.

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How did you establish the DJ Viper brand?

The DJ Viper brand really came into its own about 4 years ago. Originally my name was DJ Sweet Fudge (lol). But my best friend, and I realized that it wasn’t one that people would take seriously, so we did a ton of research and settled on the name DJ Viper, which really stuck to me. Plus, my dad got bitten by a snake one year earlier so that’s another reason I have a connection with the name.

musical cultures around the world. I have a love for Soca and EDM...seeing the two come together would really be something amazing, so that’s what I’m working towards.

I really began taking it seriously after I did a gig at a friend’s house party. From the minute I started my set up until the end, I had the audience hooked on my style. At the end they told me DO NOT STOP. From then I took off with it as something that’s more than a hobby but instead, a part of my life.

Even though you’ve established your style, who inspired your craft?

I’d listen to the radio a lot. That’s how I got on to Levi Chin, Selector Twis and Hollywood HP (back then it was DJ HP). They didn’t know me back then and I would listen to them every day. My mom even gave me some advice. She said, “you can idolize someone, but work hard so that idol becomes even your rival because before they become your idol they should become your friend” and you only really rival with your friends. For me, HP was the best representation of what DJing in St. Lucia should be, but they all had an influence on who I am today. I don’t consider what I do to be “local”, I try to let my music have an international appeal so that wherever I go, I can match the audience’s expectations.

What’s the most difficult part of being a young St. Lucian DJ? People don’t always take you seriously. At first glance, I look too young to be a DJ, but after I show what I can do, people gain trust in my ability. But I always motivate myself at the beginning of every show or party, because I see it as an opportunity to show someone new my talent-- and that’s exactly what I did. I use my confidence to get over the doubt that comes my way. Balancing a day job as a writer and furthering my dreams of contributing to the judicial system does have its trials, but it’s something I’m getting better at managing overtime.

What are you looking to accomplish in the future?

So far, I’ve played at the hottest clubs in Queens like Mazie Night Club and Club Underground. However, my goal is to bridge the gaps between different

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DAZZLE 47

A Fashionable and Versatile Gift for the Holiday Season

By Imran St. Brice

I

t’s that time of the year again! There’s something about the Christmas Holiday Season that’s indescribable to many of those who not so patiently wait for its arrival each and every year.

Some have vacations planned, while others can’t wait to enjoy the well-cooked food of the season, but that’s only part of what makes the season special.

The one thing you probably haven’t checked off your list is a gift for that special loved one. Luckily for you, we’ve picked out one cool tech gadget to suit both the sporty and classy family member who’s either always on the go or enjoys standing out with stylish accessories. Here are a few reasons you should consider the Apple Watch as a holiday gift.

Fashionable Every iteration of the Apple Watch is no-doubt the standout accessory in virtually any room. From its initial release with the Series 1 to the Series 3, the rounded-rectangular design is a unique alternative to the typical rounded style of most other smartwatches.

In addition to its sleek design, the Apple Watch boasts 48 DAZZLE

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an impressive array of straps to go with it and to complement your outfit, including the Sport Loop, Sport Band, Woven Nylon, Leather and Stainless Steel. All but the latter are available in just under a dozen colours.

Versatile Here’s why the Apple Watch is a long-lasting holiday gift idea. Its good looks can only be matched by its functionality. In fact, it effortlessly tracks your

activity to basically let you know if you’re sitting too much, how many miles you’ve run and nearly everything in between. Sounds perfect for the New Year when most people go on a fitness craze! Maybe this nifty watch will be the one to keep them going.

Even for the office worker, the Apple Watch offers a uniquely simple way of keeping track of notifications.

Its ability to provide directions via GPS is another welcome feature for the next family outing.

Check out the various editions of the Apple Watch on their website and let your gift bring joy to someone special!

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ingredients 1 box white cake mix 1 3/4 cups Pink Moscato, divided 1 cup softened unsalted butter 4 cups powdered sugar, divided

1 tsp. pure vanilla extract pinch of kosher salt pink food coloring nonpareils for decoration

method Preheat oven to 350 degree and line one muffin tin with 12 cupcake liners.

In a large bowl, mix cake mix with 1½ cups Moscato. Bake according to package directions and let cool completely before frosting.

Meanwhile, make Moscato frosting: In a large bowl, combine butter, 2 cups powdered sugar, vanilla, salt, and remaining Âź cup Moscato.

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Using a hand mixer, beat until smooth.

Add the remaining 2 cups powdered sugar and beat until light and fluffy add 3 drops pink food coloring.

Spoon frosting into a piping bag fitted with a flower tip. Pipe frosting onto cooled cupcakes and garnish with nonpareils.

Peter & Company Distribution Cul De Sac Box 84 - 85 Tel.: 457-7000 Email: pcdwineandspirits@thegelgroup.com D istr buted by Peter & Com pany Distr ibuti on

see more pictures on www.dazzlethemag.com & facebook.com/dazzlethemag

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DAZZLE 53

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Revolutionary Camera That Changes How You Experience the World

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