ASHYA Advances Heritage Storytelling Through Striking Jamaica Editorial

At The Belmont Agency Inc. (“TBA”), our passion is helping brands authentically connect with communities through impact-driven storytelling. We were thrilled to recently collaborate with luxury accessories label ASHYA on an editorial encapsulating the vibrant essence of Jamaica for their Summer 2023 campaign.

Featured at the iconic Sabina Park cricket grounds, the shoot starred batsman Andre Bailey of the Kingston Cricket Club carrying ASHYA's Shema slingback bag in crisp white athleisure wear. The minimalist crossbody bag complements Bailey's sporty look with its sleek Italian leather and gold hardware.

Beyond showcasing the bag's effortless style, the campaign holds deeper cultural significance for the Jamaican-American brand. Cricket permeates the island's heritage as a unifying national pastime, making Sabina Park a fitting backdrop.

The choice also pays homage to the complex history of Sabina Park's namesake. Enslaved by a Scottish planter, Sabina Park became a powerful symbol of resistance against colonial oppression. By weaving diverse cultural touch points into the narrative, ASHYA stays true to its mission of celebrating the beauty of global Black communities.

TBA Founder Marleisse Stephens captured the campaign imagery on-location in Kingston, infusing the vibrant spirit of her Jamaican homeland. The shoot, envisioned by Moya Annece and Ashley Cimone, aligned perfectly with ASHYA's commitment to local collaboration and ethical production.

Since launching in 2018, ASHYA has won acclaim for leather goods that balance style and function through clever designs. Each bag combines Italian vegetable-tanned leather, 14k gold plating, and organic cotton lining. The brand's focus on craftsmanship and sustainability results in investment-worthy heirlooms.

For co-founders Moya Annece and Ashley Cimone made-In-Italy quality was non-negotiable. But they equally valued maintaining ethical production and forging community ties.

This holistic approach has earned ASHYA a devoted following and facilitated its expansion beyond e-commerce into 50+ global stock lists. According to Annece, furthering Made-In-Jamaica production is the next frontier. TBA applauds ASHYA's commitment to growing its Caribbean presence through skilled job creation and sustainable practices. It represents a new model of ethical luxury.

“as an American and Jamaican design-duo, with a clear vision of evolving as a heritage brand, we feel the importance of sharing stories through imagery that take root in our cultures,”

By celebrating the vibrance, resilience, and skill of Jamaican communities, ASHYA creates luxury objects imbued with purpose. TBA could not be prouder to have helped manifest their vision through this iconic island portrait. The campaign undoubtedly advances ASHYA's mission of honoring our shared humanity through thoughtful design.

To explore ASHYA's collection or learn more about their ethical production, visit www.ashya.co

^{About The Belmont Agency:}

The Belmont Agency Inc. (TBA) is an advisory and brand management company at the forefront of empowering creativity and challenging the status quo. Founded by Marleisse Stephens, a visionary marketer and entrepreneur, TBA generates creative capital through strategic partnerships. With a focus on communities of color, TBA collaborates with forward-thinking partners like ASHYA to build authentic brand moments that leave a lasting impression.