We were lucky to catch up with Suzette Brown recently and have shared our conversation below.
Alright, Suzette thanks for taking the time to share your stories and insights with us today. We’d love to hear about a project that you’ve worked on that’s meant a lot to you.
The Jamaica International Beauty Expo, which based on participation at all levels, is the premier tradeshow for beauty and wellness in Jamaica and the English-speaking Caribbean, is without question, the most meaningful project I’ve undertaken to date. Its origins are deeply personal and rooted in both observation and conviction. As a communication specialist and event planner producing large-scale expos in Jamaica, I began to notice a recurring pattern. Creators and professionals from the beauty and wellness industry – skincare specialists, natural product makers, and wellness advocated were showing up with passion and professionalism, eager to present their craft, but time and again, their booths were overshadowed by industries traditionally seen as more dominant, technology, finance, and real estate. Beauty and wellness, despite their cultural and economic significance, were often pushed to the margins, treated almost like decorative afterthoughts. It didn’t sit right with me. I knew the potential of these professionals. I saw the artistry, innovation, and entrepreneurship in their work. I also recognized how deeply beauty and wellness are woven into Jamaica’s identity; not just aesthetically, but spiritually and economically. The idea that these practitioners didn’t have a space designed to uplift and spotlight their work simply didn’t make sense. And so, the Jamaica International Beauty Expo was born; out a need to create a dedicated platform that would not only celebrate their vibrant sector but elevate it. It’s more than just an event; it’s a statement. It’s about giving beauty and wellness professionals the recognition they deserve and connecting them to global opportunities, network, and knowledge, even to those “dominant industries,” as what is the business of beauty without finance, real estate, transportation and all others for that matter? They are all intertwined.
For me, this Expo represents equity, creativity, and empowerment. It’s a love letter to the Jamaican spirit of excellence and self-expression. And every year, as I watch it grow, I’m reminded that when overlooked voices are given the right platform, they don’t just speak – they shine.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
My journey into the creative industry was a natural evolution of my academic background and professional experiences, fused with passion. I hold a Bachelor of Arts, Master of Arts and a postgraduate Diploma in communication studies, focused on different specialties, with a strong foundation in public relations and marketing. This academic path gave me a deep understanding of how people connect with ideas, brands, and experiences – skills that are essential in both corporate communication and creative industries. Professionally, I spent several years working in the media, then with leading corporate companies in Jamaica, developing strategies and executing campaigns that demanded precision, innovation, and measurable results. That corporate foundation taught me discipline, structure, and the importance of aligning creativity with business goals, especially with limited budget. Transitioning into the creative industry, and specifically into event conceptualization and brand experiences, allowed me to merge the strategic with the artistic. I bring value to clients by combining my understanding of messaging and audience psychology with a strong visual and experiential sensibility. Whether I’m designing an expo, curating a brand activation, or consulting on image and messaging, my approach is always guided by clear communication objectives. What sets me apart is my ability to create with intention. I don’t just focus on aesthetics, important as it is – I’m driven by purpose, context and impact. Every project I lead is tailored to reflect not just what’s trending, but what’s true to the brand, the culture and meaningful to the audience. That’s especially evident in the Jamaica International Beauty Expo, which was born out of a gap I observed and a need I felt deeply. It’s that fusion of insight, empathy and execution that defines my work and distinguishes my approach in this industry.
Can you share a story from your journey that illustrates your resilience?
Every year, as the date for the Jamaica International Beauty Expo draws near, there’s a familiar mix of anticipation and exhaustion that settles over our team. The lights, the energy, the artistry – what the public sees on event days is only the tip of the iceberg. Beneath it is a story of tireless effort, quiet frustration, and a kind of faith that has had to stretch further than it ever should. We are now days away from the 6th staging of the 3-day Expo. It’s an event that has steadily grown into a global gathering of beauty and wellness professionals, attracting record numbers of international participants, from as far away as Nigeria. This year, we welcome an even larger delegation of 25 from Canada alone – testament to the Expo’s reach and reputation, and the tireless work of our JIBE Ambassadors in Canada, Keisha Pinto and Craigg Slowly. Yet, despite the momentum, we find ourselves once again in the same exhausting loop; struggling to fund the very platform we are building.
The truth is, each year feels like starting from scratch. Each year, we must re-pitch, re-justify, and re-sell the value of the Expo to stakeholders, many of whom should already know its worth. The sponsors we approach often remain hesitant or non-committal. Some offer only token support. Others, none at all. And more often than not, the reasons have less to do with the merit or impact of the event, and more with who they perceive as worthy of backing.
We’ve come to understand that what we face is not just a lack of funding, but rather, a deeply embedded classist structure that continues to undervalue industries led by women, creatives, small business owners, and cultural practitioners. Beauty and wellness may not necessarily wear a suit and tie, but they wear resilience, passion, and economic significance. Still, because we don’t fit into the traditional mold or “prestige” in business, we are constantly made to feel as though we must prove legitimacy. Every. Single. Time.
It’s painful to see other events, some with far less impact or reach receive automatic support, simply because of who’s behind them or the circles they move in. Meanwhile, we hustle, we plead, and we often dig deep into our own pockets just to ensure the show goes on. It’s disheartening, but we do it anyway. Why? Because we believe in the people we represent. We believe in the beauty and wellness industry’s power to transform lives, create jobs, preserve culture, and tell stories. We believe in the Jamaican entrepreneurs who are crafting world-class products from local ingredients. We believe in the hairstylists, the estheticians, the herbalists, the wellness coaches, and the young creatives who finally have a space to shine. We push forward not because it’s easy, but because it’s necessary.
The Jamaica International Beauty Expo is not just an event, it’s a movement; a declaration that our industry, our people, and our culture matter. And while we may be tired of begging for support that should come more freely, we are not giving up. We’ve built thus far without the luxury of privilege, and still we rise.
When those international guests step off their flights, when those local vendors make connections at the expo or those peripheral events, including business luncheon that change the course of their business, and when we see the pride in the eyes of first-time exhibitors, we are reminded that the work is worth it.
We just hope the day comes soon when merit is enough.
What do you think is the goal or mission that drives your creative journey?
I’m guided by my conviction to never forget MY WHY.
I embarked on my creative journey in event conceptualization, as a prong of public relations not because it was easy or predictable, but because it was necessary. Necessary for me to express ideas, visions and stories that I believe deserve a platform. And necessary for others; those whose voices, talents and dreams often go unheard or unseen in traditional spaces.
I’ve seen how a well-crafted event can transform someone’s confidence, connect people to life-changing opportunities, spark collaborations, and elevate entire industries. Persisting on this path hasn’t always been smooth. There have been seasons of limited resources, emotional exhaustion, and overlooked effort. But even in the hardest moments, I return to MY WHY; to make space for those who have been told there’s no space for them. To bring dignity, light and excellence to industries and individuals that deserve to be celebrated.
That is MY WHY and I carry it with me through every pitch, every sleepless night, every stage built from scratch, because I know it’s bigger than me. I’m building something lasting; something that matters.
Contact Info:
- Website: https://www.beautyexpojam.com
- Instagram: beautyexpojam
- Facebook: beautyexpojam
