Barbara Ellington, Lifestyle Editor
Rosa Joseph: People find it easier to just go and buy an outfit. But there are always people whose size is hard to find or they just like to look different. - RUDOLPH BROWN/CHIEF PHOTOGRAPHER
IMAGINE LEAVING your homeland at the age of 17 to start a life as a new wife in a strange country. That is what Rosa Joseph, born in the Dominican Republic, did when she married Paul Joseph and entered the world of business in the heart of Kingston. She was fresh out of high school and her husband ran a garment manufacturing factory.
Back then the name of the business was Pablo Joseph Ltd. but she thought it needed to be catchier. So the name Pablo's was born and the original one continued as their trading name.
With on-the-job training, Mrs. Joseph honed her business skills and continued to further expand even after separation from her husband and buying out his share of the business. She joined the growing ranks of women running their own businesses. Her group of companies now includes three Pablo's stores - two in Kingston and one in Mandeville; Jax in Spanish Town and Montego Bay; Vanessa Art and Décor in Central Plaza, St. Andrew, and the latest, Blue accessory shop, on Grosvenor Terrace, Manor Park.
But the journey began in 1982, when many downtown businesses were closed and very few entrepreneurs had a thriving operation because of import restrictions. The couple ran a factory on Orange Street and one day someone sold them a mixed container with bales of assorted pound fabric and other goods. The factory was not doing well so they decided to open the container and in a matter of minutes a large crowd descended on the premises.
Everything sold off in no time. The Josephs thought perhaps doing this would be better than operating a factory and that was the beginning of what is Pablo's today.
With the recent addition of accessory store Blue to her growing business, the mother of two is looking forward to welcoming her daughter Vanessa, who is close to completing her MBA, into the company.
BE: What did you make at the factory and why did you close it?
RJ: We made sleepwear, maternity wear and children's dresses, but manufacturing is very hard. We remained at 77 Orange Street and we are still there. We have grown to three locations since getting into fabric. A year after starting, I wanted to try an uptown store but we never thought uptown people would buy pound goods. So we opened a small store in Lane Plaza.
The response was surprising and within a year we had to look for bigger space and that's how we opened Central Plaza. We started to travel and buy textiles. Those days people still bought a lot of fabric to make their own clothing. We have since expanded into selling fabric by the yard, trimmings, upholstery, drapery and as years have gone by, we have improved the business. We also have a fashion lab where people can have their clothing designed but we are competing against the large ready-to-wear market with, in some cases, a lot of very inexpensively imported items. So we had to evolve with the market and become more sophisticated in order to compete.
BE: Do you still find that with all the large influx of relatively inexpensive, imported ready-made clothing, there is a big market for fabric in Jamaica today?
RJ: There is a market for drapery and upholstery fabric because people always have to change drapes and cover couches. There is much less demand for dress fabrics because, unfortunately, there are fewer and fewer dressmakers every day. People find it easier to just go and buy an outfit. But there are always people whose size is hard to find or they just like to look different. Now that we offer designs, they can leave with both.
We also have the back-to-school shoppers; even though ready-made uniforms are imported, there are many children with special size needs; many parents don't like the quality of the imported fabric so there is still a market for that.
There is a big market also for bridal and graduation fabric where people have special needs and also for bridesmaids.
BE: Which is the best time of the year for you?
RJ: November, because of the Christmas redecorating. It's a part of our culture; people like to fix up their homes and that is our busiest time.
BE: How do you rate yourself with others in the same line of business?
RJ: We try to keep prices at a certain level to facilitate a middle-class market. That is the way I operate all my businesses, giving the best value at the best price. Times are hard but people still want to move beyond just bread and butter; fix up their homes, look their best and buy gifts when necessary.
BE: How many people do you now employ and how would you describe them?
RJ: Over 100, and they are a great group of people - I could not manage without them.
BE: How do you divide your time among all the stores?
RJ: I spend 70 per cent with Pablo's, 20 per cent with Vanessa's and the rest at Blue. I work from our head office at Central Plaza.
BE: Since you cannot be in all locations at once, how do you keep track of inventory?
RJ: Our operation is computerised so we keep track of things and monitor from the headquarters.
BE: How did you learn business having gone straight into it out of high school?
RJ: I learnt from the university of life; and by being in the business. I married early, so there was no time for studying. That's why I have made sure that my two children get a solid education. My daughter will complete her MBA soon and my son is studying political science. I believe that if you go to university you will save yourself from coming up against a wall sometimes.
A university background is necessary but I learnt by having to do it myself and nothing can replace experience. Today's world calls for the education; if you are not familiar with information technology, you are like a dinosaur.
BE: What was the hardest part of the learning process for you?
RJ: My disappointment has been with human nature, in terms of dealing with dishonesty. Sometimes you work with someone for many years and then you learn they are dishonest. Everything else I just see a challenge. If a difficulty comes before me, I give myself seven days to either learn to solve it or get it done. My job as managing director is to get the job done either myself or by someone competent.
BE: What have been some of the good things over the years for the business?
RJ: Pablo's is a household name! Customer loyalty is key to our business, I love to park my car and people say, 'Good morning, Mrs. Pablo's.' It's is here to stay as a legacy for my children and grandchildren. Many people start businesses then migrate, but my family does not intend to do that. We are not a short-term operation, the company has a soul - when something hurts it, we hurt. I love it and from my children were small, I have always spoken to them about its importance to their future in Jamaica.
They have been getting preparation as they help me during their holidays and they love it and share my passion. My son Ryan-Paul does the photography for our annual calendars. Vanessa Art and Décor is named for my daughter. I hand-pick the items and it's my passion. It captures the market that wants to fix up home and give gifts.
BE: And, the recently opened Blue accessory store, why did you go into costume jewellery?
RJ: Again, it's something that came out of what I love; I love costume jewellery and I always wanted that store. I have two wonderful partners and the time was right. It took three months from birth to opening. Usually when I decided to do something, I do it very quickly. It's a pleasure to have that store.
BE; Do you have any plans for more expansion in the near future?
RJ: No, but I'm looking forward to the expansion of Pablo's into other lines in a two year-plan to be headed my daughter Vanessa when she comes on board after graduation. Completion date is 2008. By then my son would have joined the company too.
BE: What about security concerns, how do you cope?
RJ: These concerns are everywhere in the world. Jamaica has a crime problem like all other Third World countries. My Spanish Town store closes very often as a result of violence but I refuse to close it down because the people who live in the area need to buy goods. We must be proactive and the Government and private sector have to get together to solve crime.
The crime problem should not be taking so long to be solved; the name Jamaica is known all over the world and many positives are here to show we are a great country. So we must conquer crime; it's not a natural disaster that cannot be controlled.
As store owners, we have to hire security guards who are sometimes powerless against the thugs. Downtown is now quiet but in general, crime does affect business; it's a collective concern and we cannot quit or migrate.
BE: How do you see women in business in Jamaica?
RJ: It's only showing now because the recognition is only there now, but women have been making strides in all areas and in future, women will be in most key positions everywhere because women have an instinct to raise a family and a country is just a big collection of families. I believe women have the qualities to be great at business and anything they do. A business is like a family and statistics in colleges and schools are showing the progress of women. The world has changed and we are no longer confined to the kitchen. In all areas, including politics, we will shine.
BE: What's been your biggest surprise along the path to the present?
RJ: My strength: I did not know I had so much because we always think we cannot do more and then we find strength to conquer so I can look back at where I am today with satisfaction.
BE: Would you change anything?
RJ: No, I would not change a thing. I think everything I've done, I did at the moment with the resources I had, so looking back, I would not change anything.
BE: How do you see the Jamaican business landscape now?
RJ: There are negatives and positives but we cannot give in to the discouraging signs in the environment. There are already established businesses and competition in almost all areas you can think of. Preparation is key; the market is limited and you have to work hard, long hours; nothing comes easy so you cannot be discouraged. Today there are more natural disasters affecting world economies for long periods of time; right now, the current hurricane season and its consequences are daily dinner conversation. But, entrepreneurship is good.
BE: What advice would give a young woman who is starting up new business now?
RJ: Start small, get a knowledge of the market you are going into, don't spend too much, be humble and be prepared to put in very long days. Don't get excited and start spending what you are not earning. It's like a baby that has to be nurtured all the way from infancy to college before you see the fruits of your labour.
Send feedback to barbara.ellington@gleanerjm.com.
