Tuesday, 23 July 2019

SHOP TALK: J for Life Apparel taps into the Christian market with sporty casualwear

TEEING UP: The line specializes in t-shirts in a range of eye-catching colours.

IT’s been more than five years since Jewel Osbourne-Landells left her well-paying job as a graphic designer to devote herself fully to entrepreneurial pursuits. “I needed time to focus on my passion,” she tells TALLAWAH. Out of that desire came the launch of J for Life Apparel, a line of sporty casualwear for young Christians.

“The line is for Christian-minded young people – men, women and children. The pieces carry messages of hope and empowerment because I believe it is always important to represent your faith when you’re out in the world.”

From tee-shirts (in a range of neon-bright hues) to caps and bags, J for Life Apparel, officially started in 2013, has perfect summer-time gear. “The feedback has been amazing, and from minimal marketing,” the 36-year-old Portmore native explains. “We’ve been reaching a wide cross-section of youth.”

And the young-at-heart. J for Life Apparel’s Instagram account rakes in tonnes of traffic monthly, as orders pour in from local and overseas buyers. 

“We haven’t put up a website as yet, so we’ve mainly been using our social media platforms. That’s where most of the orders are made, and we fill those orders right away. Everybody is on social media, so it’s much easier.”

Graduating from the Edna Manley College in 2004, with a BA in Visual Arts and Education, Osbourne-Landells always knew she wanted to channel her gifts into something meaningful. To that end, she started J for Life Productions, and it’s become the umbrella entity for her business ideas encompassing music ministry (she’s quite the songbird), graphic design, fashion and her latest exploits as a playwright and theatre practitioner. 

At the moment, Things Jamaica stores carry the apparel line, and looking ahead Osbourne-Landells (who describes herself as a one-woman engine with a small support team) wants to widen the reach and the customer base. “We also do branding and logo designs for corporate companies,” she notes. “Hopefully, that aspect of the business will also grow.”







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