Clarks steps into Jamaica with Signature Style

In 1995, Karen Smith-D’Aguilar made a name for herself selling authentic Clarks Originals in downtown Kingston. Launching first on Pechon Street, Smith-D’Aguilar’s needs soon outgrew her operation causing her to open Signature Style in Portmore, then Half-Way Tree. Operational for the past 15 years at her current location, Smith-D’Aguilar continued her practice of outfitting the nation’s zealous shoe lovers with her wares, but none more than the beloved Clarks.

Now 29 years into her journey Smith-D’Aguilar has partnered with the international footwear brand to become the first local affiliate store for Clarks Originals.

“They have chosen Signature Style to branch off within Jamaica for the first time. We will be getting limited edition stuff, things you wouldn’t find somewhere other than a Clarks store. So we’re grateful for that and we continue doing business,” she explained.

Stating her excitement about the partnership, Maya Rao, Clarks Latin America marketing manager, told The Sunday Gleaner, “We’re getting ready for our 200 years next year and we’ve had partners in Jamaica for a very long time. So we’re getting ready for some very exciting things next year and Karen is an amazing partner to have this drop-in shop as a first step for many bigger things to come, especially next year. So I’m very excited for what we can bring to the island in 2025.”

She continued, “I think that this is definitely gonna bring the Clarks experience the way that we see it all over the world to Jamaica and I think that Jamaica has deserved it as one of our most loyal fanbases globally. I think it’s definitely gonna drive traffic [and] bring a lot of excitement. We already felt it in the last 24 hours and I think the excitement is gonna still keep going up.”

Smith-D’Aguilar said when she first started, she knew Clarks was the way to go because of how ingrained it is in the Jamaican cultural zeitgeist.

“We know Clarks do well and that’s why when I was starting my business in 1995 I realised that most persons love their Clarks,” she began. “[If] they [are] going to a party, is Clarks; they going school, they going to a function. It’s formal and informal, you can [wear] Clarks with anything!”

Capitalising on that, she said when redesigning the store she wanted to represent that unity through decor.

“Clarks has tied in with Jamaican culture. Clarks is like a part of our culture right now so we have to tie it in. Any likkle banana tree, any likkle sound system because Clarks is so much a part of our dancehall. And I’m not gonna leave out even the politicians now wearing Clarks.”

The store also features a custom art installation by local visual artist, Taj Francis.

Rao said though she was aware of the connection between Jamaica and Clarks, she was unprepared to witness it.

“So this is my first time in Jamaica and as someone who works in marketing and footwear, everywhere I go, whether it’s in the US or Latin America or wherever it is, I look at people’s feet. This is the first time that I’ve seen such volume. Everyone, the people you see in the restaurants, the people on the street, in the airport, everyone’s wearing Clarks and that’s a really exciting thing for us to see that people really love what we’re doing,” she explained.

Agreeing, Alex Morandeira, Clarks Latin America and Caribbean territory manager said, “Jamaica is in our DNA. [In] the same way Jamaica influences Clarks Originals, we’re a part of the culture here in Jamaica. That’s why in our films, [our] books, we have an entire collection dedicated especially to Jamaica. So Clarks Originals and Jamaica goes hand in hand.”

Now as the partnering entities look to celebrate milestones on both ends, Smith-D’Aguilar is still speechless.

“Words can’t explain [how I feel]. For me seeing that I’ve been in this so long and now that I get the chance to really expose [the work] this way, words can’t explain.”

shanel.lemmie@gleanerjm.com