THE young entrepreneur aiming to bring a luxurious, personalised approach to makeup artistry in Guyana with the Java Experience

FOR Donelle Harvey, makeup is more than a service; it is an experience designed to make the customer feel relaxed and confident long after the final brushstroke. Through her business, The Java Experience, the young entrepreneur is hoping to redefine beauty standards by focusing on comfort, confidence, and individuality.

Officially introduced to the public at the WE LIFT Expo in March, her brand is rooted in the idea that every client should leave not only looking their best but also feeling it, with a renewed sense of self and a touch of luxury that many once thought existed only beyond Guyana’s shores.

While new to the landscape, The Java Experience has quickly become a favourite of many. Describing the business as a fully immersive experience, Harvey shared that the goal has always been to create a moment within a memorable experience that her customers could return to.

“It must be something that, when they leave and go out into the world, they have a solid experience. I want that luxurious experience on site to be here locally.”

Located on the West Coast of Demerara, Region Three, the business, through Harvey’s skills, aims to make customers feel confident in themselves by ensuring her work does not drastically alter her clients’ appearance.

“It is not going to be a rushed process. We try to ensure that the look you get is one that you are pleased with. At the end of it, you must feel beautiful on the inside, and we do not want to drastically change your features. We want you to still see yourself when you are finished.”

The first spark of inspiration for The Java Experience was lit in 2019. Harvey, a trained makeup artist, has long been passionate about promoting authenticity and self-confidence through makeup.

However, it was only a few months ago that she launched The Java Experience, inspired by the drive to do makeup with a difference.

Sharing insight into the birth of the business, Harvey stated, “This business was in thought since 2019. However, we recently launched it. Relive Expo was my soft launch into the business world, getting people acquainted with my business. That was my first announcement for this business.”

She added, “I have done a few people’s makeup. I am really trying to ensure that I not only do what others are doing. I want to do something that is very unique and niche.”

Moving forward, she aims to further expand her offering, particularly through airbrush makeup, a service that is not as prominent in the Guyanese makeup landscape.

While other businesses within Harvey’s niche continue to emerge, she shared that there were a number of challenges in the deeper workings of developing the business. Citing common hurdles, she described developing her line of services, finding her market, and assessing the best value avenues, which took years of thought and months of planning.

“It took a lot of thought process, designing what I am going to do, what products I am going to use, and purchasing strategically, seeing where the best value is.”

Moreover, she faced a number of specific challenges due to the nature of the business. As Harvey shared, she had to consider her diverse customer base and their unique makeup requirements.

“I ensured I have a wide shade range so that I cater for everyone. I do not want someone to come and sit in my seat, and I do not have what is needed for them.”

Another hurdle Harvey highlighted is creating a unique brand. With Guyana’s business sector steadily growing, crafting a brand and image that stands out, especially in a market as saturated as makeup, can be challenging.

“The main challenge is being known because there are so many persons, and you want to be known for what you are producing and who you are, and you do not want to shy away from that. It is hard to stand out because you do not want to just be like everybody else.”

While challenging, the growing market opens new avenues for creativity and individuality, as Harvey added, “Guyana is full of personality, but you need to stand out. If you do not stand out, you can be overlooked. For me, that is the biggest issue.”

With the challenges, however, there are many upsides to the Guyanese business landscape. As Harvey explained, there are now more training and educational opportunities than ever before.

“There is so much training available, including training about registering a business. Once you want to take it up, you will have the training.”

She also highlighted the importance and impact of support in gaining visibility and a platform. Events like the WE LIFT Expo are just one of a growing number of ventures aimed at creating a space for small entrepreneurs.

“I made sure I took part in the expo because it is one of the only expos where you do not have to pay a fee to participate. It is like free advertising, and they also help you get your flyers out there and get your business known.”

She added, “I also took part in small business training. That was a wonderful experience, and I would advise anyone to go—once they can make it, take that risk, go, learn, and be equipped as a businesswoman.”

As her business continues to grow and diversify, Harvey hopes to create a collaborative space for makeup artists. She shared that a common issue is that many skilled Guyanese makeup artists struggle to secure a location, a hurdle she thinks collaborative work could help address.

“I want to have a space where makeup artists could come, even if they need to rent for an hour to do someone’s makeup, they can have that space.”

She also hopes to teach others in her field, adding, “I am also hoping that I would be able to teach and educate persons.”

While she works towards making her brand a national, and later international, brand, Harvey aims to continue and grow her business with many of the same themes that inspired the venture in the first place: self-confidence, collaboration, and passion.