Christmas in July 2025 - Trade Show held at The Jamaica Pegasus in New Kingston , Jamaica

On Thursday, July 10, and Friday, July 11, the Tourism Enhancement Fund through its Tourism Linkages Network held its 11^thChristmas in July trade show under the theme ‘Tropical Wonderland’. The event took place inside The Jamaica Pegasus hotel, Kingston, Jamaica.

The exhibitors displayed their locally made products in the categories of aromatherapy, processed foods, fashion and accessories, fine arts and souvenirs. The aim of the trade show is to encourage persons to purchase the local made Christmas gifts and souvenirs. However, many items can be found all year round in pharmacies, gift shops, tourism spaces etc.

Young Entrepreneurs Stepping Forward

Christmas in July 2025 wasn't just a trade show for seasoned entrepreneurs—it also served as an inspiring launchpad for Jamaica’s young creatives and innovators. The event showcased a growing trend of youth participation in product development, sustainable design, and local manufacturing, with several young exhibitors making their mark among more than 180 participants.

Several first-time exhibitors were young business owners—many under 35—who brought fresh ideas, modern branding, and innovative products to the spotlight. These included creators of:

• Organic skincare and aromatherapy lines
• Fashion-forward  accessories and upcycled apparel
• Digital art, handmade stationery, and themed Jamaican souvenirs

Youth participants benefited from:

• Business  development support via the Jamaica Business Development  Corporation (JBDC)
• Branding  and packaging guidance, especially for new entrants
• Access to financial literacy sessions, loan resources, and direct mentorship from EX-IM Bank Jamaica and other partners

These resources were designed not just to help with immediate sales, but to equip young entrepreneurs with tools to scale sustainably and expand into tourism and export markets.

Young Entrepreneur Spotlights

Chai & Co. – Akeera Thompson

Founder Akeera Thompson, who is one of the youngest exhibitors, used Christmas in July to turn her natural aromatherapy brand Chai& Co. into a conversation starter. As a self-described introvert, she shared how the event helped her break out of her shell, engage directly with buyers, and move her brand into new markets with national recognition.

Chai & Co. is known for its unique and carefully crafted products—often inspired by natural ingredients and Jamaican culture—which fit perfectly with the show’s focus on authenticity and quality.

Akeera's participation helped increase visibility for the brand and opened doors for valuable connections and future opportunities.

For Akeera, Christmas in July wasn’t just about sales; it was a chance to tell the story behind Chai & Co., build relationships within the local business community, and position her products for growth both locally and abroad.

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‍Danielle Olivia Co. — Candles, Confidence & Jamaican Creativity

Danielle Wilson-Riley, the founder of Danielle Olivia Co., came to Christmas in July 2025 not just with candles—but with a clear sense of purpose: to tell stories through scent, and to position her business as a serious contender in Jamaica’s creative and tourism industries.

Her booth offered handcrafted scented candles and aromatherapy products—all locally made, with branding that felt polished, personal, and rooted in Jamaican identity. These weren’t just pretty candles. They were story-driven, sensory experiences built on themes like calm, home, and cultural pride.

As a first-time exhibitor, she was one of 106 new faces chosen from nearly 400 applicants—a big deal for any small business, especially one led by a young entrepreneur still carving out space in a crowded market.

Danielle’s journey is familiar to many young creatives in Jamaica:

• You  start small, maybe selling to friends and family
• You  invest in your product, improve your packaging, and apply to trade shows
• You finally get a shot like Christmas in July, and you show up—prepared, proud, and ready

Her story reminds us that these expos aren't just events—they're turning points. For Danielle Olivia Co., the show wasn’t about instant sales—it was about positioning, connections, and letting Jamaica know she’s here to stay.

Danielle Wilson-Riley’s Danielle Olivia Co. stood out not just because of what she sold, but how she showed up. She embodied what Christmas in July is meant to do: give local talent—especially young, emerging voices—a platform to be taken seriously.

‍Summary

Youth involvement at Christmas in July 2025 reflected a strong shift toward innovation, self-employment, and national pride among Jamaica’s younger generation. The event provided a unique opportunity for young entrepreneurs to gain exposure, pitch their ideas, receive business development support, and connect directly with corporate and tourism buyers—marking a pivotal moment in their entrepreneurial journeys.