Dejeanea Greene turns her hobby into a business

Eighteen-year-old Dejeanea Greene has turned her childhood dream into a successful business, DG Bracelets. Created when she was only 15 years old, her business specialises in designing unique and customised craft jewellery.

She was initially inspired to create ornaments by her family, particularly her grandmother. At the age of eight, her family bought her a plastic bead kit from which she used beads to make jewellery that she would give away. After seeing her niece's potential, her aunt took her designs to her office and sold them to her co-workers, who were more than eager to purchase the young lady's craft items.

Dejeanea's interest was further developed after her mother took her to Super Stitch. Here, she was encouraged to use gemstones and precious rocks in her jewellery by some of the store's craft designers.

She adds: "[When] I came home, my grandmother and I sat down, and we made a whole bunch of bracelets ... . Persons liked them and even bought them because they liked the fact that is was coming from such a young person and not an established brand."

She told The Gleaner: "It was heart-warming seeing my family and friends rocking my pieces out in public. That gave me confidence to start something bigger for myself."

Dejeanea never forgot this experience and sought to use this knowledge in her business despite never having pursued art and craft in school. She maintains her competitive advantage in the market by focusing on her jewellery's durability and uniqueness while continuously adjusting her pieces to her customers' liking.

"My designs are not store-made beads. I try to make each bracelet different; you are not going to see two persons wearing the same bracelet. Everyone has their own design ... . I try to come up with unusual designs that people will love," she explained.

She also adopts the principle of being honest and truthful to her customers.

HIGH POINT

Another high point for Dejeanea was making bracelets for Miss Grand Jamaica Kadejah Anderson. This was an exciting experience for the young entrepreneur, who had dreamed for some time of getting her brand internationally recognised.

"I felt good due to the fact that I could get the bracelets out there. She could travel to another country, and other persons could get to see my design. I got a lot of feedback because I made cultured bracelets representing Jamaica. Everyone went crazy for them. That was a big plus for me," she explained.

For Dejeanea, the success of her business is dependent on her ability to prioritise what is important and maintain balance. She believes that persons make time for the things they value. In order to keep track of her various obligations, she starts her day by making a list of things she needs to get done.

"This helps me to organise my time and allows me to finish my tasks," she said.

Many criticisms

However, her success has not shielded her from the criticisms she receives from both fellow entrepreneurs and her friends. Other entrepreneurs who she approached with the idea thought that "she was not going anywhere" and also belittled her youth.

Additionally, when she told her friends that she was going to start a bracelet business, they were initially excited. However, a few weeks later, when she began to receive orders, their initial support waned.

"I have heard many negative stuff, even from my friends. If it was not a brand to them, like Gucci, they were not going to buy it," she recounted.

At this point, she realised that she had to maintain her focus and dropped persons who did not mean her well.

"I have learnt not to let negative comments push me down," said Dejeanea.

She also highlighted the importance of support from her mother, who has continuously guided her throughout this experience.

"My mother, being an entrepreneur herself, helps to keep me motivated," she said.

Her advice to other entrepreneurs is, "No matter what negative comment someone tells you, go for your dreams. No matter how small it may be, it is always big to someone else. Have faith the size of a mustard seed."

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