Business View Caribbean - Dec 2023

36 BUSINESS VIEW CARIBBEAN VOLUME 10, ISSUE 8 the scents vying for attention, Caraibes, LLC. under Sam’s stewardship, is charting a course towards global recognition and influence. Sam’s ambitions for her brand are clear and unyielding. “I will be worldwide in the next ten years,” she asserts confidently. Her goal is not just to expand geographically but to ascend to the pinnacle of the fragrance world. The strategy to achieve this is as multifaceted as the scents she creates. Sam envisions a robust marketing campaign encompassing models, television spots, radio segments, and print advertising. “I am on that marketing trip with Kahani, making sure I use as many Caribbean and Latin American resources as possible,” she says, highlighting her commitment to leveraging regional resources and talents. This approach not only broadens the brand’s appeal but also serves to amplify the voices and skills from her community. Sam’s passion for her Caribbean roots is palpable and deeply personal. Growing up in the USVI, she experienced firsthand the scarcity of resources and the lack of recognition of Caribbean and Latin American histories and cultures. “The Caribbean and Latin America history has not been told, has not been exposed,” she notes with a sense of responsibility. This awareness fuels her commitment to not just building a fragrance empire but also to elevating the global understanding and appreciation of her heritage. At the end of the day, the core message Sam wants to convey through Caraibes, LLC. is both profound and simple: identity and self-care. She believes her fragrances are more than just perfumes; they are conduits for personal expression and wellbeing. “The information in there that’s given provides the identity and the self-care with the fragrances,” she explains. For Sam, Caraibes, LLC. is not just about enhancing beauty; it’s about nurturing a deeper sense of self and cultural pride, a mission that transcends gender and speaks to the human need for recognition and care.