Highlighting the journeys of two Guyanese women entrepreneurs and their unique businesses

Highlighting the journeys of two Guyanese women entrepreneurs and their unique businesses

IN a country where the entrepreneurial landscape continues to evolve, women are pushing boundaries and transforming their passions into innovative businesses that address real-world needs. Two such women are Jennie Charran and Itisha Primo, founders of J’s Cocktails and Flavour Me respectively. Their businesses, both of which strive to offer Guyanese authenticity and convenience, are inspiring. Speaking to Pepperpot Magazine at a recent expo, the women discussed the innovation behind their businesses, the challenges they have faced in spearheading their ambitious ventures, and their hopes for women in the fast-paced world of business and entrepreneurship.

The women and their businesses

Jennie Charran, the founder of J’s Cocktails, turned her love for margaritas into a thriving pouched cocktail business. A seasoned professional in administrative work, Jennie found herself unemployed during the COVID-19 pandemic after the company she had worked at closed its doors. “Even though I’m qualified in the admin field, I couldn’t actually find a job that suits me,” she recalled. Out of this uncertainty came inspiration. Tired of not finding cocktails she truly enjoyed when dining out, Jennie decided to craft her own.

Today, her line of cocktails includes vibrant flavours like Margarita Blue, Strawberry Daiquiri, Mango Daiquiri, Mojito, and Piña Colada, all carefully curated with a balance of mixology knowledge and vibrant tropical taste. Flavours like the Margarita Blue are a favourite among her customers, as “It’s not just a taste, the colour catches the eye of people always,” she said, sharing her inspiration behind her most popular product.

On the other hand, Itisha Primo’s journey into the business world began in 2019 with the launch of Flavour Me, a line of versatile, ready-to-use seasoning products designed for busy families and professionals. A former supervisor at a fast-food chain, Itisha sought to find something more fulfilling. Her garlic pastes, pickles, and the popular Garlic Chilli Oil quickly gained traction for their practicality and unique taste. “Our products are versatile, not just for cooking. You can mix it up in many ways and use it how you want,” Itisha shared. Both women, driven by purpose, crafted products that not only filled a gap in the market but also allowed them to bring something personal to the table.

The journey to growth

While different motivations sparked their businesses, their paths share similarities. Both started small, operating from home and slowly expanding as interest in their products grew. For Jennie, getting certified to place her cocktail pouches in supermarkets was a lengthy process, but the spark of a successful business she believed in kept her motivated. “I started from home in 2022 and then I said, you know, I can put my product in the supermarket,” she said. However, the certification process with the Food and Drug Department proved more challenging than she anticipated. “They treat you like a big business and demand a lot of things back and forth. That was another thing too. And that’s what kind of discouraged you. But I persisted,” she stated.

Itisha also faced challenges when re-launching Flavour Me in 2021. Despite early success, re-establishing the business after it struggled in its early years was tough. However, her persistence paid off. “I ended up going into 11 supermarkets. And the response has been tremendous,” she shared. The game-changer for the business was Itisha’s ability to experiment and create new flavours, including products she developed from scratch, which helped her stand out in a growing market.

Hurdles faced as women

Despite their accomplishments, both Jennie and Itisha shared that there are in fact some gender-specific challenges in the field of business. “When they see the product and they see a woman doing it, and they say, ‘Oh, you made this?’ It’s like if a woman can’t make a cocktail,” Jennie shared. She recounted how local supermarkets were initially hesitant to stock her products until Massy gave her a chance. Since then, Jennie has gotten her product onto the shelves of three Massy locations.

Similarly, Itisha expressed frustration over the inequality in accessing financial support. “With finance, I think men tend to get it more quickly than women. People have more faith in men actually doing the work.” She described the process of finding markets as “the hardest part,” emphasising how women have to work “ten times harder” to achieve the same success.

Both entrepreneurs found themselves in spaces where they had to constantly prove their worth. In the cocktail industry, often perceived as a male domain, Jennie had to battle stereotypes. “Guyanese people have this kind of thing that drinks and alcohol go with men. I don’t know why,” she said. For Itisha, it was about being taken seriously as a woman innovator in food processing. Yet, neither of them allowed these barriers to stop their progress.

Looking forward

Both Jennie and Itisha have big dreams for their businesses. Jennie continues to perfect her cocktail recipes and expand her reach. Moreover, Itisha plans to grow Flavour Me beyond supermarkets. “We’re also trying to get into restaurants and catering services, different categories of Flavour Me,” she said. Her vision for expansion is bold but grounded in the belief that Guyana holds opportunities for small business owners, especially those willing to bring something new to the table.

Entrepreneurs like Jennie Charran and Itisha Primo are more than business success stories—they are the growing businesses that move Guyana’s economy forward. From cocktail pouches to garlic pastes, these women are demonstrating that passion, when combined with persistence, can break down barriers.