In the heart of Kingston, amidst fabric rolls and paintbrushes, a quiet transformation has been unfolding. What began as a series of self-made creations stitched in a modest workspace has matured into one of Jamaica’s most promising artisan labels: Yard Cherry. The brand is redefining the meaning of locally made, one handcrafted bag at a time.
At the helm is Sylvia Saunders — designer, maker, and visionary — whose journey from accountant to artisan didn’t begin with a business plan, but with frustration. The unreliability of store-bought handbags and schoolbags wasn’t just an inconvenience; it became a catalyst. She fixed what failed. Then she made better. And eventually, she made her mark.
Her early pieces — beach bags, overnight totes, and backpacks — were testaments to endurance and creativity, stitched during the uncertainty of the COVID-19 lockdown. Yet they carried with them a confidence and charm that drew attention. Friends asked for custom pieces. Family began reselling them. Demand began to outpace intention. Saunders, with no formal fashion training, registered the brand in 2024 and stepped fully into the role of full-time creator.
Today, Yard Cherry is known not only for quality and functionality, but also for its aesthetic — a seamless blend of Jamaican influence and modern sensibility. The product range has grown to include vegan leather handbags, laptop-ready backpacks, compact crossbodies, duffles, toiletry kits, clutches, and bespoke gifts. Each piece is cut and assembled by hand, and nearly every order includes custom tailoring to fit the customer’s lifestyle.
Operating from an Instagram storefront, the company relies on a direct-to-consumer model with strong family involvement. While the brand’s foundation lies in Kingston, its bags are now carried by executives across Jamaica and increasingly by tourists who crave authentic, well-made travel gear.
But Saunders is far from complacent. Sourcing top-tier materials continues to be an uphill battle, and production is still largely manual. Yet these constraints have bred ingenuity. She’s adapted, pivoted, and reinvested — all while maintaining the brand’s core identity: rugged elegance with a Jamaican soul.
Recognition hasn’t taken long to follow. Yard Cherry was recently selected by the Tourism Enhancement Fund to participate in the 2025 edition of Christmas in July, Jamaica’s premier showcase for export-ready local goods. The nod signals a broader shift — from a small family-run label to a serious contender in the Caribbean’s emerging luxury goods market.
Looking ahead, Saunders remains clear-eyed. “Functionality will always be our backbone. I’m designing for real people, with real lives — who travel, work, gift, and hustle,” she said. “My dream is for Yard Cherry to become the bag that everyone recognizes, from yaad to foreign.”
In an era of mass production and disposable fashion, Yard Cherry stands apart — not only for what it makes, but for how it makes people feel. This is more than a business. It’s a return to value, to story, to craft. And in that lies its quiet power.
