Meet Rochelle Davis, The Creative Force Behind Kemaro Designs
Rochelle “Kemaro” Davis, is the face and hands behind the KEMARO brand, a luxurious line of handcrafted sandals created with the aim to inspire women to be the change they want to see.
An Attorney at Law by profession , Rochelle told YCG she’s also an Artisan by heart.
A mother to four beautiful girls and wife to an amazing husband, Rochelle graciously agreed to carve time out of her schedule to give us some insight into her journey as a creative and entrepreneur.
YCG: What prompted the birth of this brand? Is it something you always dreamed of doing?
Rochelle: I founded Kemaro Sandals in 2021 out of a desire to overcome corporate inequality faced by BIPOC migrant women in the USA. As a BIPOC migrant woman, the corporate disparity I experienced was blatant, despite being adequately qualified.
I knew I deserved more, and I loved myself enough to create the more I deserved, so I created KEMARO to inspire and remind myself to walk away from situations that do not add value to my life. Before this experience with corporate inequality I had no desire to become an Artisan.
YCG: What has the response been to your offerings thus far?
Rochelle: The response thus far has been commendable but I foresee a greater response once the brand builds more traction.
YCG: What’s the biggest challenge you’ve encountered while navigating this space and how did you overcome it?
Rochelle: It has certainly not been a smooth road. I’ve faced struggles building my handmade genuine leather brand as KEMARO focuses on ethical and sustainable practices. Consumers are bombarded with fast fashion options that compete heavily with small batch production businesses.
I spend a significant amount of time and resources educating consumers on the value of purchasing quality over quantity and on the importance of supporting brands that are truly ethical and sustainable. I try to remind consumers that since our feet take us everywhere, it’s important to invest in quality footwear, especially from brands that are environmentally and sustainably conscious
YCG: Care to share the biggest lesson you’ve learnt?
Rochelle: The importance of establishing a community of supporters and consumers through dedicated meaningful marketing efforts. A community of loyal supporters who trust your brand is vital to the survival of your business because they not only purchase your products but they also help market the brand by influencing others to purchase as well.
YCG: What’s one thing you know now that you wish you knew when you just started?
Rochelle: Most definitely this would be the power of marketing and how to create an impactful marketing strategy from the inception of the business to help spread awareness of the brand. I am dedicated to learning the essentials of marketing and how to better leverage social media to help scale Kemaro Sandals.
As a business owner what’s one word or phrase that keeps you going even when things are toughest?
Kemaro Sandals was built on Self love. Sometimes I have to remind myself of why I started and I look at Kemaro logo, it is one of duality. It symbolizes the power of self-love and acceptance to achieve inner harmony. Through self-reflection the “K” mirrors itself, as an inverted “K” recreating the image of an Angelfish kissing its own reflection- this is self-love.The Angelfish signifies self-love and reminds us to love ourselves unconditionally. The Angelfish is a reminder that when you forgive yourself, the light of self-love can begin to shine through, allowing you to experience an abundantly happy life.
Tell us a bit about your design process…I believe that quality reigns supreme and KEMARO carefully curated collections promote sustainability. Our production model is built upon the durability and longevity of KEMARO sandals, from the design phase to manufacturing. The sandal-making process is intensive and requires great attention to detail which shows in the exceptional craftsmanship of each sandal.
KEMARO embodies the concept of slow fashion, crafting sandals that are elegant, timeless, and luxurious. Each sandal exhibits its own character with varying texture and tone since they are handcrafted. This is what makes each pair unique. Using traditional shoe-making techniques, handheld tools and non-emission-causing machinery in our production process KEMARO sandals are hand lasted and made to last.
YCG: Which of the designs is your personal fav…?
Rochelle: Lolol, this is like asking which of my four children is my favorite. I love them all equally. For very different reasons eg style, occasion and color. Each pair of sandals I create I say it’s my favorite until I create a new pair then that one becomes my favorite. I simply can’t choose just one.
YCG: What’s the best advice you’ve received and from whom?
Rochelle: Best advice, I’ve received is from my husband who always tells me- “be more aggressive about the success of Kemaro Sandals, get on the streets and introduce yourself and your brand to random women. Always wear your sandals and be in marketing mode. Operate like your life depends on it”
YCG: Do you have advice for budding entrepreneurs?
Rochelle: Yes, start now, start where you are. Time waits for no man and perfectionism is an illusion. You become your best by starting at your worst. Through dedication and commitment you will only become better. It is also pivotal to remain true to your business and become your own hype squad even if others don’t cheer for you. Remember that strangers will support your brand before those closest to you will. Never take this personally but rather use it to propel your business to greatness.
YCG: Is it a challenge to balance personal and professional life?
Rochelle: It is certainly a challenge but it is not impossible. Through the creation of realistic systems I have developed the discipline needed to excel in both areas of my life. I am able to navigate my 9-5, Kemaro Sandals and my life as a mom and wife, by planning out my week ahead of time and sticking to my system. This way I am better able to ensure that all areas of my life are given the required time and attention.
YCG: So I was told you’re from Saint Kitts and Nevis, can you tell me a bit about your time there?
Rochelle: I am truly an Island girl, proudly hailing from the small fishing community of New Town. The best days of my life are filled with memories of enjoying the sheer luxuries of island life such as swimming in tranquil waters, consuming organically grown local fruits and vegetables, and enjoying our dynamic culture. Everything I am today I owe to the lessons I learned regarding hard work and resilience while growing up in St. Kitts. Having built my foundation in St. Kitts I migrated to the United States in 2019, equipped with the necessary skills and lessons to navigate life in the USA.
YCG: What do you love best about your home country?
Rochelle: I love the uniqueness of my people. We are outspoken yet compassionate. I love the hospitality of my fellow Islanders, we are always ready to share a warm delicious local meal, share a hug and remind you of a funny story about you when you were younger. The beaches are therapeutic and the vibe screams every day is vacation. We rush slowly, we operate on Island time.
YCG: What’s your dream for Saint Kitts and Nevis?
Rochelle: My dream for my country is for us to become worldwide leaders within the export market being especially known for having skilled artisans and manufacturers of top tier products with multiple product offerings. The end goal being the development of a sustainable economy through the production of jobs for my people.
YCG: Given the opportunity to address a group of people who’ve never been there before, what would you say to convince them to visit at least once?
Rochelle: You’ve never truly experienced paradise until your feet touch our soil. A visit to my Island is the therapy every soul needs. There is an enchanting vibe that’s permeates the atmosphere island wide. Our people are truly masters in the hospitality industry, we take pride in ensuring that visitors are treated like royalty. Our beaches are second to none and the natural scenery cannot be duplicated. It would be an injustice to oneself to fail to visit St. Kitts and Nevis.
YCG: We’re a week into the new year, what’s the biggest goal you accomplished in 2023 and what’s at the top of your wishlist for 2024?
Rochelle: The biggest goal I accomplished in 2023 was being able to purchase additional equipment to improve productivity for Kemaro Sandals. At the top of my list for 2024 is to significantly grow Kemaro Sandals sales and gain more followers on our various social media platforms.
