KINGSTON, Jamaica — A pair of talented Jamaican craft creators from the Sandals Foundation’s Caribbean Artisan Collection Programme are gearing up to share their unique cultural work on an international stage at the 2025 New Orleans Jazz & Heritage Festival, which will run from April 23 through May 3.
A public statement released Saturday confirmed that Dana Baugh and Omar “Sheldon” Daley, both natives of Jamaica’s Westmoreland parish, will join a five-person Jamaican craft delegation hosted in the festival’s Cultural Exchange Pavilion. The showcase is co-sponsored by Sandals Resorts and the Jamaica Tourist Board, marking a special year for the event: organizers have selected Jamaica as the festival’s featured nation, shining a cross-cultural spotlight on the island’s iconic music, vibrant culinary traditions and distinct creative arts.
Baugh, the creative mind behind BAUGHaus Design Studio, specializes in handcrafted porcelain tableware, decorative planters, and sculptural pieces that draw direct inspiration from the rhythms and details of daily Jamaican life. Per the release, all proceeds from sales of her work through the Sandals Foundation’s Caribbean Artisan Collection are funneled back into training and development programs for emerging local artisans across the region.
“When audiences engage with my work at the festival, I want them to feel a version of the Caribbean that is both thoughtfully elevated and deeply rooted in our lived experience,” Baugh shared. “This opportunity isn’t just about selling products—it’s about showing the world that our story extends far beyond sun, sand and sea. It’s a rich, layered narrative that we express beautifully through the objects we make and use every single day.”
For Daley, founder of FIRSTSTRAW Company, the invitation to the festival marks a full-circle milestone: he was one of the first artisans to join the Caribbean Artisan Programme back in 2018, when he received specialized product design and business development training from Sandals Resorts’ retail team. A third-generation thatch straw weaver who learned the craft from his mother, Daley’s work carries on traditional techniques rooted in Indigenous Taíno and African cultural heritage. He handcrafts a range of practical, decorative goods including woven bags, storage baskets and serving trays.
“Even as traditional basketry has declined across the region, there are still dozens of artisans committed to keeping this ancient craft alive,” Daley explained. “This opportunity isn’t just a win for me—it represents all the people and all the forms of support that got me and so many other creators to this point.”
The release also shed light on the significant barriers small Caribbean artisans often face, noting that Daley’s small production operation was severely disrupted by Hurricane Melissa, which damaged local infrastructure and cut off his reliable access to raw weaving materials. Targeted support from the Sandals Foundation, including the installation of an off-grid solar energy system for his workshop, helped him fully restore his production capacity within months.
Heidi Clarke, Executive Director of the Sandals Foundation, emphasized that the artisan development initiative is rooted in long-term investment in people and local communities.
“When we support artisans, we aren’t just preserving fading craft traditions—we are protecting livelihoods and strengthening entire local communities,” Clarke said. “We are incredibly honored to be part of Dana and Sheldon’s stories, and to watch them share their work with the world.”
Since the program launched in 2018, the Caribbean Artisan Collection Programme has supported more than 30 independent creators across nine Caribbean islands where Sandals Resorts operates. Program data shows participants have seen a measurable expansion in production output and a steady increase in regional and international sales since joining the initiative.
This year’s New Orleans Jazz & Heritage Festival is projected to draw roughly 500,000 attendees from across the United States and around the globe, making it a landmark opportunity for Jamaican creatives to access a much broader international consumer base. Beyond boosting sales, organizers frame the showcase as a critical step to passing down traditional craft knowledge and inspiration to the next generation of Caribbean creators.