Two Jamaican crafters from the Sandals Foundation’s Caribbean Artisan Collection Programme will take center stage at this year’s New Orleans Jazz & Heritage Festival, April 23 to May 3, showcasing the island’s artistic expression on a global stage.

Westmoreland natives Dana Baugh and Omar “Sheldon” Daley are part of a 5-member local craft team that will spotlight the island’s rich creative heritage within the Festival’s Cultural Exchange Pavilion, which is sponsored by Sandals Resorts and the Jamaica Tourist Board. The move comes as Festival organizers have selected Jamaica as the country of focus to celebrate through music, food, and art.

Building Local Craft

Dana Baugh, founder of BAUGHaus Design Studio handcrafts porcelain tableware, planters, and sculptural forms that capture the quiet beauty of everyday Jamaican life. Having spent over a decade refining a practice that merges functional design with cultural storytelling, purchase of her products under the Sandals Foundation’s Caribbean Artisan Collection, enables proceeds to be reinvested by the philanthropic organization into the development of other artisans and their crafts.

“When people experience my work at the festival, I want them to feel a Caribbean that is both elevated and deeply rooted. Pieces that are elegant, well-made, and grounded in who we are. My work invites people into our way of life—where memories are made around the table, and food, stories, and laughter shape everyday moments. From Saturday soup to patties, I translate those experiences into heirloom pieces that carry warmth, joy, and culture. It’s about showing that our story goes beyond sun, sand, and sea—it is rich, layered, and beautifully expressed through what we make and use every day”.

Omar “Sheldon” Daley, founder of FIRSTSTRAW Company, is one of the first crafters under the Sandals Foundation Caribbean Artisan Programme, gaining key product and business development training from Sandals Resorts’ retail team in 2018. A thatch straw weaver trained by his mother, Daley’s work is deeply rooted in traditions carried from our Taíno and African ancestors. Today, he reimagines that heritage into contemporary designs, weaving bags, baskets, trays and more that utilize resources and skills from a robust value-chain ecosystem in and around his community.

 “Even as basketry declines, there are still artisans committed to keeping the craft alive. Through my work, I blend traditional techniques with modern design and materials to create pieces that reflect Jamaican creativity and identity. It’s a reflection of who we are—‘Out of many, one people’—where different elements come together to form something unified and meaningful. Being at the festival is not just about me; it represents the many people and forms of support that made this journey possible. While each piece I create is different, the story behind them remains the same”.

Rebuilding after the Storm

The journeys of Dana and Sheldon are not without challenge. Following the passage of Hurricane Melissa, damaged infrastructure and loss of access to raw materials impacted Daley’s livelihood. However, through targeted intervention by the Sandals Foundation, the installation of a solar energy system enabled the artisan to restore production and re-enter the market.

“This is what meaningful investment in people looks like,” said Heidi Clarke, Executive Director of the Sandals Foundation. “When we support artisans, we are not just preserving craft—we are protecting livelihood and strengthening communities. We are extremely honoured to be part of the stories of Dana and Sheldon, who will share their expressions of Jamaica at the upcoming Jazz Fest to a whole new market.”

Since its launch in 2018, the Caribbean Artisan Programme has supported over 30 artisans across the 9 islands in which Sandals Resorts operate. The initiative has resulted in members experiencing expanded production, up to 30% increase in sales, and a stronger and more stable livelihood.

For Baugh and Daley, the upcoming Jazz Fest, which will be attended by some 500,000 patrons, is a signal of what is possible when creativity is supported with intention. Both, through their active mentorship of emerging creatives, set the stage to ensure the knowledge, skill, and vision are passed on.

For the Sandals Foundation, the crafters are a representation of a broader mission of investing in people, preserving culture, and building pathways so that communities not only survive—but thrive.