The substance of things hoped for

BY WAZARI JOHNSON

When I decided to write an article about the exploits of young entrepreneur Joni-Dale Morgan, I went into the interview expecting to learn of the triumphs she has enjoyed in business, but I soon discovered that this young lady has been triumphant at life itself.

I learned of a journey, an arduous journey, before her adventures in the manufacturing and sale of exquisite bath and body products, for her entity Morgan’s Creek. I cannot fully outline the obstacles she has had to overcome to be here today, I would probably have to write a book about it as opposed to an article.

Joni- Dale has stared death in the face and has lived to tell the tale; she shared with me how a battle with Lupus took her to a stage where persons actually thought she had died. She also shared how she climbed from that situation and then ended up in a coma for several days, and all that was just the beginning. One would not know by looking at this vivacious young lady that she had to climb from the valley of death, learn to walk and help herself again, pick herself up and strive to get to where she is currently.

She has had a long, hard fight and she credits God for helping her all the way and also preventing her from living with battle scars, and believe me you can’t find the battle scars, I had to be shown pictures of her journey just to know of a certainty that things were as bad as she outlined, and that her being here today is nothing short of a miracle, because from her current appearance one could not tell.

She spoke glowingly of her father, whom she loves immensely and inspired her love for the name “Morgan,” a name she says she will never change, not even for marriage (she will not even use a hyphenated last name, so potential suitors you were duly warned). Her father, however, was not the only one praised, she spoke of the love and support she got from other family members, friends and members of her very supportive Rotary Club; she is just a very thankful and positive person, and that positivity I believe has been poured out into the very atmosphere at Morgan’s Creek and that atmosphere, especially from a design stand point is quite impressive.

Joni-Dale is no stranger to entrepreneurship though, and Morgan’s Creek is not her first business. She says that her father was very instrumental in priming her for business from age four; at that tender age her job was to arrange coins in stacks of equal height from vending machines her father left at different bars. She advanced to taking out boxes from the various family businesses, and then she assumed greater roles progressively; in her own words, her family has blessed her with a very good work ethic from an early age and she believes it is the basis for her current successes as an entrepreneur.

Her family was also big on education and she was encouraged to pursue higher education at the Northern Caribbean University where she majored in Management Studies; she also completed her MBA at the University of London in International Management.

She was well equipped to go out into the world and enhance the current work force by using her wealth of experience and academic knowledge, but Joni-Dale wanted to pursue her own path. During her climb back to better health, a friend who is a soap maker and teaches classes in soap making, recommended that she get engaged in more activities to occupy her mind and aid in her own recovery. She recommended that the activity be of such a nature that it did not come with the heightened stress levels that attend many other jobs; her suggestion was soap making and Joni-Dale opted to explore it.

Joni- Dale enjoyed soap making so much that she decided to turn it into a business; she said her Rotary Club members gave her full support in the venture by providing mentorship, graphic design, suggestions and even word of mouth advertising and the combined efforts of Joni-Dale’s, family and friends produced a business and a space, in the Sovereign Center, in Liguanea, Kingston Jamaica.

Stepping into the store space you are greeted with a variety of pleasant fragrances and it is not only your nose that has a party, your eyes get something to enjoy as well. For her branding Joni-Dale employs soothing pastel and gem tones, browns, aquamarine, salmon pink etc. They all combine to create an ambiance of visual relaxation. I must also say kudos to her graphic artist, for producing a powerful image; her logo that speaks relaxation and that masterfully integrates the image of the lucky bamboo plant into Morgan’s Creek’s Trademark “M.”

Morgan’s Creek is also very supportive of other Jamaican businesses and start-ups, in addition to their own high quality line of soaps and candles that they manufacture, they source items such as ceramic diffusers, bags, platters, and wooden soap dishes from local artists and artisans.

She is clearly not about throwing a space together.  Everything about the space is well thought out; even the restored wooden rum barrel display stands, was used with the intent of providing island flair into a space that has international appeal. I really like the design style, which I have dubbed Modern Island. One can clearly see an international influence but it is not so international that it deviates from a sense of island warmth, and it all makes for good visual symmetry and harmony.

I am really impressed with what this young lady has accomplished but I am even more impressed by her because of the adversity she has had to overcome. In an age where so many, young and old make excuses for their own personal failures and downfalls in life, Joni-Dale opted to choose faith, she chose to be restored, and she exercised faith and lived it. Joni-Dale purposed that she would live and indeed she has lived while surpassing hurdles and obstacles daily; she has not relegated herself to be a victim of circumstance, poor health, despair and difficulty. She has claimed her hopes as already being substantive and she knows that she will be great. She told me that I should look out for an article about her in Forbes Magazine, in the future, I would not be surprised if she made it there. She won the top prize in the Scotia Bank Jamaica’s Vision Achiever award in 2018, and she is gaining notoriety because of her high quality products and her prudence as a young manufacturer.

I am a minimalist by nature, and when I designed my own bathroom I had three words in mind “contemporary, bachelor, black.” I was never a candle, goat milk soap, or “bath bomb” (a product sold at Morgan’s Creek) kind of person, but now I find myself rethinking my overall approach to bathroom design and accessorizing. It’s a bit scary, but I am rethinking it. I am hoping dear readers that you will go by Morgan’s Creek and have a refreshing adventure in the land of bath and body

I would recommend to everyone reading this article that you pay Morgan’s Creek a visit, if you travel to Kingston Jamaica, I doubt you will look at “bath and body” the same way after visiting.