VOLUME 12, ISSUE 01 | JAN 2025 Also in this issue PENNYWISE COSMETICS JANSSEN DE JONG CAR I BB E AN WHERE CULTURES BUILD TOGETHER Guardian Life Caribbean Make Your Future Years Count Pg. 31
WWW.BUSINESSVIEWMAGAZINE.COM Email for all inquiries: info@businessviewmagazine.com 2422 Palm Ridge Road, Suite 820 Sanibel FL, 33957 239.220.5554 CONTACT US TITLE SPONSORS GREAT NEWS! Business View Publishing was named to the 2020 Inc. 5000 list of America’s Fastest-Growing Private Companies! Read the press release Editor in Chief Karen Surca Research Directors Mike Luchetta Andrew Alleyne Contributing Writers Dan Macharia Vice President of Production Jared Ali Director of Marketing Nora Saliken Director of Administration Michelle Siewah Digital Strategist Jon Bartlow Art Director Renée Yearwood Managing Director Alexander Wynne-Jones COO Matthew Mitchell Executive Publisher / CEO Marcus VandenBrink 1 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
EDITOR’S NOTES January may be cool and crisp for many areas around North America, however it is sunny skies for the Caribbean. Sunny prospects are also ahead for many companies in major economic sectors in the islands. New construction continues to dominate the economic landscape, prioritizing more housing options for residents and visitors to the region. Organizations in other business sectors are also well positioned to profit from a bright economic outlook. Business View captured this economic vitality for our January issue. We had the opportunity to sit down with Janssen de Jong. With a great deal on its 2025 agenda, this company is one to watch. As the company grows so do its aspirations. This issue we also bring you an in depth feature profile of Pennywise Cosmetics. From its early beginnings this company has grown to lead the path ahead in the cosmetics and personal care industry with innovative products. It is as clear as the crystal waters surrounding the islands that continued growth is on the Caribbean horizon, as are the progressive initiatives of those we were fortunate to chat with. With sustainability in mind, best business practices up front, and a resilient economy at their fingertips, the undeniable draw of the Caribbean islands remains tangible. As with every issue, my hope as editor-in-chief is that our valued readers continue to learn something new with each issue we produce for you and that December treats you well as you look forward to celebrating the festive season wherever that may be Karen Surca Editor in Chief Dear Readers, 2 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
VOLUME 12, ISSUE 01 15 JANSSEN DE JONG CARIBBEAN Where Cultures Build Together COVER JANSSEN DE JONG CARIBBEAN 2 EDITOR’S NOTES 7 OPENING LINES BEST PRACTICES IN CONSTRUCTION JANSSEN DE JONG CARIBBEAN 15 3 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
27 PENNYWISE COSMETICS Putting its Best Face Forward BEST PRACTICES IN BUSINESS AND ECONOMIC DEVELOPMENT The articles in this publication are for information purposes only. Business View Publishing assumes no liability or responsibility for any inaccurate, delayed, or incomplete information, nor for any actions taken in reliance thereon. The information contained about each individual or organization has been provided by such individual or organization without verification by us. The opinion expressed in each article is that of its author and does not necessarily reflect the opinion of Business View Publishing. PENNYWISE COSMETICS 27 4 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
Business View Caribbean provides media coverage for organizations operating within select industries. Our publication satisfies the need for industry-specific information and intel on key businesses across the Caribbean! Get BVC delivered straight to your inbox. Get updates on the latest business news. 100% FREE to subscribe! We respect your privacy, now & always. Click below to sign up for a FREE SUBSCRIPTION to Business View Caribbean and get each new issue sent directly to your inbox! SUBSCRIBE STAY INFORMED WITH CORE BUSINESSES FROM THE CARIBBEAN
CARIBBEAN CYBERSECURITY EXPERTS ADDRESS CRITICAL CHALLENGES IN COMBATING ONLINE CRIMES Source: https://thecaribbeannewsnow.com/, News Editor, First Published Jan 24th, 2025 Cybersecurity experts from the Caribbean have created a detailed plan to improve digital security and tackle important issues related to online crime. On January 21 and 22, 2025, representatives from The Bahamas, Barbados, Grenada, Guyana, Jamaica, Trinidad and Tobago, and key regional security groups met in Port of Spain.They worked together to develop a plan to avoid cyber threats better. The project, backed by the UK’s Foreign, Commonwealth and Development Office, seeks to improve cybersecurity skills in small Caribbean countries with few technological means. “The roadmap will help fellows from different regions come together to share knowledge, exchange ideas, and create flexible models that countries can use to improve their cybersecurity,” said Trezawnah Gordon, Senior Director of Cyber Intelligence Policy and Incident Response at Jamaica’s Ministry of National Security. Anish Bachu, Trinidad and Tobago’s Cybersecurity Incident Response Team leader emphasized how Opening Lines 7 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
sharing information, sharing national cybersecurity strategies, and building ways to manage electronic evidence. British High Commissioner Jon Dean said the fellowship is a valuable chance to exchange ideas and prepare the Caribbean to deal with new cyber dangers. Starting in 2024, the Commonwealth Caribbean Cyber Fellowship supports the Commonwealth Cyber Declaration, which aims to create a safe online place for people in the Commonwealth. vital the relationship is. He pointed out that in some Caribbean countries, cybersecurity teams can be as small as just one or two people. Working together will help these countries share information and resources to respond better to threats. Elizabeth Macharia from the Commonwealth Secretariat’s Rule of Law Section discussed how internet connections have two sides. “She said that digital connections can greatly help societies grow.” “But it also puts businesses and people at serious risk of cyber threats that need immediate action.” The plan includes creating an online platform for 8 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
Source: https://thecaribbeannewsnow.com/, News Editor, First Published Jan 24th, 2025 Barbados participated for the first time in the World Trade Organization’s (WTO) Mini-Ministerial during the World Economic Forum in Davos, Switzerland. Kerrie Symmonds, the Minister of Foreign Affairs and Foreign Trade participated in today’s WTO MiniMinisterial, held alongside the World Economic Forum’s conference in Davos. It aimed to establish the foundation for the forthcoming year at the WTO in anticipation of the 2026 Ministerial Conference, scheduled to take place in Cameroon. The meeting commenced with a roundtable discussion among ministers and prominent commercial sector representatives from the digital, supply chain, chemical, and technology sectors. BARBADOS ATTENDS WTO MINISTERIAL MEETING IN SWITZERLAND OPENING LINES A primary conclusion of the conversation was the recognition that, although the globe is not deglobalizing, there is notable fragmentation and adjustment within global supply chains. It was acknowledged that trade in services surpasses trading in products, creating opportunities specifically for developing nations. The significance of enhancing communication on the WTO’s activities to micro, small, and medium enterprises (MSMEs) and the general populace was emphasized. Mr. Symmonds represented the African, Caribbean and Pacific (ACP) States grouping since this country heads the ACP group in Geneva through Barbados’ Ambassador to the United Nations, the World Trade Organization, and other international organizations in Geneva, Matthew Wilson. 9 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
The Minister of Foreign Affairs and Foreign Trade emphasized the necessity of remaining vigilant regarding the potential marginalization of MSMEs and small economies in international trade. He asserted: “ACP is prepared for investment; however, it is imperative to resolve several prevailing constraints, including the inequity in digital access.” The principal conversations among ministers were about advancing the WTO agenda, particularly in fisheries, agriculture, and dispute settlement reform. The necessity for the WTO to tackle current issues, including digital trade and trade-related climate concerns, was emphasized. Concerns were raised about the possible effects of reinstating tariffs as protectionism. WTO Director-General Ngozi Okonjo-Iweala emphasized the necessity for composure amid current trade tensions and urged the WTO to prioritize the completion of the Agreement on fisheries subsidies and finalise the investment facilitation for a development agreement. Minister Symmonds, representing the ACP, stated: “The WTO must be modernized for the 21st century by reforming the dispute settlement system, finalizing fisheries subsidies negotiations, prioritizing development, and addressing emerging issues such as climate and trade, as well as digitalization.” The Barbados delegation at the meeting comprised Ambassador Matthew Wilson and Deputy Permanent Representative Kay Sealy. 10 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
Source: https://thecaribbeannewsnow.com/, News Editor, First Published Jan 20th, 2025 The International Labour Organization (ILO) and the Caribbean Community (CARICOM) Secretariat have initiated a comprehensive labour market analysis to assist in formulating a regional migration policy.The study’s objective is to assess the intricate interplay of economic, employment, and migration patterns in the region. The results are anticipated to provide Member States with guidance on optimising labour mobility, protecting workers’ rights, and increasing job creation. This counters the backdrop of purportedly unprecedented low growth rates and increased vulnerabilities in the region. ILO AND CARICOM TO STUDY REGIONAL MIGRATION POLICY OPENING LINES The project is scheduled to proceed from January to April 2025. It will implement a comprehensive methodology that includes accumulating primary and secondary data, consultations, and analysis of various sectors. Leo Preville, Director of the CARICOM Single Market, observed,“the success of the CARICOM Single Market and Economy is contingent upon the development of policies that facilitate the seamless movement of population.” Consequently, it is imperative to adopt an evidence-based approach to policy development. This analysis of the labour market will offer a comprehensive evaluation of the demand and supply of labour in the Community and an understanding of the migration trends in the 11 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
Y region. This comprehension is vital in the Heads of Government’s ongoing commitment to promoting the free movement of all CARICOM nationals. “In this region, migration presents opportunities and challenges for long-term socio-economic development.”The ILO is delighted to collaborate with CARICOM on this groundbreaking study, which will offer critical insights into how migration can improve workforce dynamics for inclusive, sustainable growth that prioritizes social justice and decent work in the Caribbean Member States. Abdelmalik Muhummed, ILO Employment and Labour Market Specialist underscored this point. The research will also investigate the impact of climate change on labour mobility and employment and identify opportunities and obstacles. It will also suggest potential strategies for enhancing productive employment in the region. Preville stated that the development of the labour migration policy component of the regional migration policy must be based on a thorough analysis. 12 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
JANSSEN DE JONG CARIBBEAN WHERE CULTURES BUILD TOGETHER best practices IN CONSTRUCTION 13 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
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WHERE CULTU BUILD TOGET JANSSEN DE JONG CARIBBEAN AT A GLANCE JANSSEN DE JONG CARIBBEAN WHAT: L eading construction and infrastructure company specializing in asphalt, concrete works, and sustainable projects WHERE: D utch Caribbean (Aruba, Bonaire, Curaçao, St. Maarten, and more) WEBSITE: www.jajo-caribbean.com INSIDE THE COMPANY THAT’S PROVING DIVERSITY, SUSTAINABILITY, AND LOCAL PARTNERSHIPS ARE THE FOUNDATION FOR INFRASTRUCTURE EXCELLENCE IN THE CARIBBEAN. 15 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
URES THER At the heart of Bonaire’s infrastructure development is BWM (Bonairiaanse Wegenbouw Maatschappij), a key player in the Janssen de Jong Caribbean family.With a workforce of 30 dedicated employees, the company has established itself as a versatile contractor capable of handling projects across multiple sectors, from government infrastructure to private developments. “The general purpose of our company is to execute infrastructural projects consisting of mainly asphalt, but we also do concrete works and paver works,” explains Martijn Zwiers,Tender/ Project Manager at BWM. “It can be utilities, underground utilities, it can be sport facilities like football fields, artificial turf. While asphalt is our core business, because of the island’s such a small economy, we have to be able to execute all types of projects.” 16 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
This adaptability has proven crucial in maintaining continuity, with government contracts forming the backbone of their business. However, the company’s services to the community extend beyond public sector projects. “We work with private businesses as well. Even homeowners can come to us if they want to have their driveway paved,” Zwiers shares. “We don’t turn down any job. We always consider every job, however small or big it is.” This inclusive approach has paid dividends, particularly in recent months.“The last six months, we have been working a lot for private businesses making parking lots, driveways, stuff like that.” As part of the larger Janssen de Jong Caribbean organization, BWM benefits from a robust support network spanning multiple islands.This connection provides crucial advantages in terms of resources, expertise, and financial stability, while maintaining the agility of a local operation. The company’s presence in Bonaire represents a perfect balance between international backing and local market understanding, enabling them to deliver consistent quality across projects of varying scales and complexity. FROM DUTCH ROOTS TO CARIBBEAN GROWTH The story of Janssen de Jong Caribbean begins with a single ambitious project that would set the stage for decades of development. “The company in Holland is approximately 80 years old, and approximately 70 years ago, they were bidding on a project in Haiti for an airfield,” Zwiers recounts. “They got the job and that was their first presence in the Caribbean. The job in Haiti was quite successful. They wanted to expand more in the Caribbean, and they found the best way to do that is to base a company in Curaçao.” This initial success led to a systematic expansion across the Dutch Caribbean islands. BWM was founded in 1963, marking a significant milestone in the company’s regional growth. Today, Janssen de Jong Caribbean operates through a network of sister companies across six different islands, including Aruba, Curaçao, Bonaire, and St. Martin, each specializing in construction, infrastructure, or production services. The organization’s growth strategy has been twopronged, combining organic expansion with strategic acquisitions. This approach has enabled them to build a comprehensive presence across the region while maintaining strong ties to their Dutch parent company, which focuses primarily on housing and commercial building construction in the Netherlands. 17 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01 JANSSEN DE JONG CARIBBEAN
INNOVATION AND SUSTAINABILITY At the forefront of Janssen de Jong Caribbean’s recent innovations is a new asphalt plant in Bonaire that represents a significant leap forward in environmental responsibility and operational efficiency. “The new asphalt plant ensures we can produce our asphalt more efficiently, more quickly, and with less use of fossil fuels,”Zwiers explains.The facility’s capabilities extend beyond mere production efficiency, incorporating forward-thinking features that position the company at the cutting edge of sustainable construction practices in the region. One of the plant’s most innovative aspects is its recycling capability, a first for the Dutch Caribbean. “When we do a project, we mill, we break up an old road and then we can reuse those materials. We can break them, we can crush them, and we can use them back in our asphalt mixes,” Zwiers details. This circular approach to construction materials, while common in Europe, is a significant advancement for the Caribbean region. The plant’s design also anticipates future energy transitions.“It has the ability for us to connect to gas, so we can work with natural gas instead of diesel fuel,” Zwiers notes. While natural gas infrastructure isn’t currently available on the island, this forwardthinking feature shows the company’s focus on longterm sustainability. “The option is already there. It’s on the plant, it’s already there. So maybe in a few years when natural gas becomes available here on the island, we are already prepared for that.” MEETING REGIONAL CHALLENGES In Bonaire’s unique island environment, construction companies face distinct challenges that require innovative solutions and adaptive strategies. For Janssen de Jong Caribbean, these challenges center around two critical areas: maintaining a skilled workforce on a small island and meeting evolving sustainability expectations. “Sustainability is becoming a key priority,” Zwiers explains. “People find it very important nowadays. How do you treat the environment? They make it part of the project or they give importance to how a contractor deals with the environment, good care of the environment, but also its people, its workforce.” The challenge of finding and retaining skilled labor proves particularly complex on an island with just 25,000 inhabitants. “Bonaire is such a small island. The local trade schools teach more general studies. They cannot do such specific studies because simply put, there are not enough students,” Zwiers notes. This limitation creates a continuous cycle of talent 18 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
management challenges, as many young people leave the island for education.“A lot of the students, they go abroad, they study abroad, maybe they come back, maybe they don’t.” To bridge this gap, the company has developed a multi-faceted approach to workforce development. They rely significantly on skilled workers from neighboring regions, particularly Latin America and other Caribbean countries. However, this solution brings its own complexities. “We rely a lot on immigrants from Latin American countries but then you have the difficulties with the work permits that have to be renewed every year.” For those alreadywithin the organization,the company emphasizes ongoing professional development and creating a supportive work environment. This approach helps maintain stability in their workforce while building long-term capabilities. The focus extends beyond finding workers to creating an environment where skilled professionals want to stay and grow with the company. SUPPLY CHAIN MASTERY AND MARKET AGILITY Operating in the Caribbean demands exceptional supply chain management and adaptability. For Janssen de Jong Caribbean, the post-pandemic landscape has reshaped their approach to materials procurement and project planning, while reinforcing the advantages of a unique organizational structure. “After Covid, we faced significant challenges with material supply as construction material prices went up, lead times went up, and freight charges went up,” Zwiers reflects. While the situation has improved, it’s established a new baseline for operations. “It’s leveling out, but it’s staying on that level. It’s not going back down anymore. It’s a new reality we have to live with.” 21 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01 JANSSEN DE JONG CARIBBEAN
The island’s location necessitates careful planning and strong supplier relationships, particularly given the market’s preference for European materials.“We always plan months ahead for materials that we need because the market here on the island is still very Dutch orientated. So, a lot of the projects require Dutch or European manufactured materials,” Zwiers explains.“We have good connections with suppliers and freight forwarders. We are used to it. It was just in the Covid period that we had to adjust a little.” This supply chain expertise combines with a unique organizational structure that gives Janssen de Jong Caribbean distinctive advantages in the market.“Our advantage is that we have a strong organization. We are a small local company with 30 employees, so we are versatile and can do many different projects,”Zwiers notes.“Behind the scenes, we’re part of a bigger organization that gives us advantages in finances, better rates on insurances, bonds, and guarantees.” This dual identity—local agility backed by international resources—allows the company to excel across project scales.“We are small and flexible, so we can react quickly to client needs, but we can rely on a bigger organization,” Zwiers says. “We can handle million-dollar projects without any problems, drawing on skills and knowledge from our other islands. Plus, when the economy has a slower year, we can weather those challenges without difficulty.” REIMAGINING COMMUNITIES A transformation is underway in Bonaire’s approach to neighborhood development, with Janssen de Jong Caribbean positioned to play a pivotal role in this evolution. The shift represents a fundamental change in how communities are planned and built on the island, moving away from traditional segregated developments toward more integrated, environmentally conscious neighborhoods. 22 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
“The local government is exploring options to create neighborhoods that are more inclusive and environmentally integrated,” Zwiers explains. “Traditionally, when creating a new neighborhood on the island, they would clear all vegetation and start from scratch. Now the mindset is changing—they’re only clearing plots that will be built on, preserving as much existing vegetation as possible.” This environmental consciousness extends to a broader reimagining of community design. The traditional approach of separating public and private housing is giving way to a more integrated vision.“In the past, they created segregated neighborhoods— public housing in one area, and private, free-market housing at much higher prices in another,” Zwiers notes.The results of this segregation are now being recognized and addressed. The new developments will incorporate mixed housing alongside essential amenities. “They’re shifting toward mixed neighborhoods with facilities like small shops, supermarkets, and pharmacies,” Zwiers shares. “They want more inclusion within the neighborhood—it’s a fundamental change in mindset.” Within their own operations, the company has implemented comprehensive initiatives to align with these evolving standards. “We run internal campaigns focusing on sustainable practices—from using reusable coffee cups to reducing waste and paper use on project sites,” Zwiers explains. “We emphasize a professional image through clean uniforms and proper site maintenance. On a small island like this, preserving our environment is crucial, so we regularly reinforce these practices with our team.” THE POWER OF LOCAL PARTNERSHIPS In Bonaire’s close-knit economy, success hinges on building and maintaining strong relationships 23 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01 JANSSEN DE JONG CARIBBEAN
PREFERRED VENDOR/PARTNER n Stone Crusher www.stonecrusher.com across the business community. For Janssen de Jong Caribbean, these connections span from government contracts to supplier partnerships, creating a network that enhances their ability to deliver consistently excellent results. “Bonaire is a small economy, so we have to work very closely with our suppliers and even our competitors,” Zwiers explains.“Sometimes our competitors become our suppliers, or we become theirs—that’s just how closely we work together.” Among their key partnerships is CBKF (Caribbean Blokken en Klinkers Fabriek), the local concrete plant that provides essential materials and services.“They are our primary supplier for ready-mix concrete delivery here on the island,” Zwiers notes. “We rely on them not just for concrete, but also for products like blocks and pavers.” The relationship goes beyond basic material supply. “They provide everything from raw aggregates and stone sand to transportation services with their trucks and heavy equipment,” Zwiers adds. “We can always count on them when we need them—they’ve proven to be an invaluable partner over the years.” Government relationships also play a crucial role in the company’s operations. With nearly three-quarters of their work coming from government contracts, maintaining strong ties with public sector entities is essential. These relationships have evolved beyond traditional client-contractor dynamics into collaborative partnerships that help shape the island’s development. LOOKING AHEAD: GROWTH, DEVELOPMENT, AND CULTURAL INTEGRATION The future of Janssen de Jong Caribbean holds exciting prospects, with significant projects on the horizon and strategic initiatives aimed at strengthening their market position.“We know some big projects are on the way. The new developments, the new neighborhoods, the government will be developing in the coming period. We are looking forward to that,” Zwiers explains. “There will also be some projects we are following very closely for improving fuel provision to the island like diesel, gasoline, and kerosene for airplanes.” The company’s proactive approach to workforce development remains a key focus.“Even if we don’t have many projects at the moment, when we see someone who is crucial to our organization, we contract them because we know that in the future when we need them, they’ll already be there,” Zwiers notes.“We want to strengthen our people, the people we already have. We give them courses and training so they can raise their level and be ready for what is coming in the future.” This forward-thinking approach also embraces the rich cultural diversity that characterizes the Caribbean workforce. Drawing from his personal journey of moving from the Netherlands to the Caribbean eleven years ago, Zwiers has gained valuable insights into the importance of cultural integration and mutual respect in business success. “I very quickly learned not to have any prejudices about people when you come to live in another culture. I came into another culture—a Caribbean culture, a Latin American culture. It is such a mixed culture here on the island,” Zwiers reflects. His final observation captures the essence of their success in this diverse environment: “It’s so great to see how all these cultures and languages work together and make beautiful things, beautiful projects and products. When you’re open to working with everybody, that’s when the magic happens.” 24 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
PENNYWISE COSMETICS PUTTING ITS BEST FACE FORWARD best practices IN BUSINESS AND ECONOMIC DEVELOPMENT 25 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
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PUTTING ITS FACE FORWA PENNYWISE COSMETICS AT A GLANCE PENNYWISE COSMETICS WHAT: A family-owned retailer of health and beauty products, with 10 locations WHERE: Macoya, Trinidad WEBSITE: www.pennywisecosmetics.com A LEGACY OF VALUE, GROWTH, AND GIVING 27 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
S BEST ARD From its humble beginnings, Pennywise Cosmetics has grown into the largest health and beauty retailer in Trinidad. With ten stores and a reputation for the widest range of products at the lowest prices, Pennywise is a household name on the island. “We offer anything that makes people feel happy and beautiful,” describes Director, Dr. Shivum Paladee.“We’re not a supermarket, but we’re also not just a pharmacy. G BACK 28 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
Anything that people will use on themselves to make them feel better, look better, or just give them some confidence, that’s the type of product we offer.” A FAMILY-DRIVEN JOURNEY TO SUCCESS The story of Pennywise began with Mr. Lall Pall Paladee, Shivum’s grandfather, who started selling goods door-to-door on a bicycle he won in a raffle. “He would buy items in Port of Spain and then ride to the rural part of Trinidad to sell items you would buy in the city,” Paladee recounts. Over time, this enterprising spirit led to successful market stalls in Chaguanas, and Tunapuna, which his five sons would help at after school. Carrying on the tradition of entrepreneurship, Shivum’s father, Dalvi Paladee, left university to open the first Pennywise store. “He encouraged all of his brothers to work together with him as well,” he explains.“They put everything together.They worked for years and years without taking a salary. Everything was reinvested back into the business, and over time, with that type of dedication and cooperation, they opened another branch and another branch.” Today, the company owns the properties in seven of its ten locations, including two malls, where Pennywise is the anchor store. “It has been quite a rapid growth over the past 35 years or so. We have been blessed to have this type of success. I think it’s because of what we offer, which is the best prices and the widest range of items,” says Paladee. THE PENNYWISE ADVANTAGE The Pennywise business model focuses on high sales volume and minimal markup, offering a range of premium to affordable options. Along with this, the company puts an emphasis on staying ahead of beauty trends, recognizing that the industry is always changing. To further enhance customer engagement, Pennywise locations feature individual booths, which act as “stores within a store.”These spaces are rented out to suppliers and feature major international brands like Revlon, Maybelline, and L’Oréal, as well as beloved local brands such as Sacha, creating an opportunity for promotions and a personalized experience. Pennywise also ensures that employees stay current on the latest products and trends. From certified makeup artists to perfume experts, Paladee says customers can be confident they will receive the most knowledgeable advice. Another advantage for Pennywise is its strong relationships with global companies such as Procter 29 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01 PENNYWISE COSMETICS
& Gamble (P&G), Pennywise’s largest supplier.“P&G has told us that we are their number one retailer in the region, and they visit us regularly, at least a couple of times a year,” Paladee relays. “They bring a lot of the innovation that they see worldwide, and we try to implement these things into the stores. We are lucky to have access to that type of information.” SUPPORTING LOCAL BUSINESSES AND BUILDING CAREERS The company also supports local manufacturers by purchasing their products and providing opportunities to showcase their offerings. “We try to give them a chance to have space in the stores, 30 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
give them preferred spaces, and help to build smaller local businesses in Trinidad,” notes Paladee. He adds that the company contributes substantially to the nation’s economy by paying taxes and complying with all financial obligations. “We pay everything that is due to the country, because we think it’s very important for Trinidad to have businesses doing their part,” he acknowledges. With a workforce of 1,600 employees spread across its ten stores and warehouse operations, Pennywise is one of the largest employers in the region. Upcoming plans to expand a warehouse and a store will further increase this number. “It is very important to us to have lots of staff. We think it’s important to give customers the best service so that they always have someone that you can ask questions to,” says Paladee. 34 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01 PENNYWISE COSMETICS
Our journey began in 1976 when our founder and Managing Director operated as a sole trader importing generic pharmaceutical and chemical products for redistribution. In the mid 1980s, with the introduction of our now popular Benjie’s Balm, V&S Pharmaceuticals Ltd. took a turn and became a manufacturing entity in the pharmaceutical industry. We specialize in the manufacture and distribution of several high-quality pharmaceutical, cosmetic and household products throughout the Caribbean. Included in this range are over thirty (30) of our own manufactured products such as Quick Aid Antifungal Cream, Calamine Lotion, Mag Trisil Antacid, Repell X Insect Repellent Cream and the UltraCleen range of sanitizing products just to name a few. Pharmaceutical excellence is what guides us on our way to developing and producing new products that effectively serve the needs of our customers. Today, V&S Pharmaceuticals Ltd. has grown to 80+ talented individuals passionate about delivering quality products. Our culture is rooted in our values – Teamwork, Reliability, Integrity and Performance – everyday, in everything we do. We pride ourselves in our work where our unique differences are seen as our strengths and hold ourselves accountable to efforts such as diversity, equal opportunity and innovation. PENNYWISE COSMETICS
What sets Pennywise apart is its approach to career development.The company hires staff for entry-level roles and promotes from within for management positions. Paladee details, “Out of the hundreds of employees that come, we try to find the persons that are really motivated, driven and honest, and those are the people that we try to help to move upwards in the company.This company has unlimited room for upward growth, you just have to be serious about what you’re doing and love what you’re doing, because then it reflects in your work.” GIVING BACK At the heart of Pennywise Cosmetics lies a commitment to making a difference, a value deeply rooted in the company’s history. Paladee highlights, 36 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
“Our goal is to make Trinidad, and by extension the world, a better place.” One of Pennywise’s most impactful initiatives is its weekly home-building program, a project rooted in compassion and a deep sense of responsibility to the community. AP Scott, one of Pennywise’s close business partners whose director is also a part of the house building team, acquired specialized machinery that enables the construction of prefabricated homes for needy families. These are built entirely by volunteers. Every week, a group of 60 to 100 volunteers, led by Dalvi and his brother Satnarine, come together to build a house which is a transformative experience for all involved. “This is our blessing, that we are able to do these things. A lot of the people that we assist, they’re in a position where they can’t help themselves. They’re trying their best, but a breadwinner passed away, somebody’s ill, something happened, and they are just in a position where they can’t go anywhere,” Paladee reflects. Constructed with prefabricated materials, the process has been refined to take just 90 minutes per house. amcott.info (868) 299-0892 Alstons Marketing Co. Ltd C/O Ansa Mcal Centre 4-10 Rodney Road, Endeavour, Chaguanas Trinidad & Tobago, 502160 As Trinidad & Tobago’s distributor of choice, we champion a culture of discipline, respect, and commitment, driving success through collaboration and innovation. Guided by agility, positivity, and fairness, we navigate a dynamic market to deliver meaningful solutions that enhance lives and foster lasting partnerships. 37 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01 PENNYWISE COSMETICS
What makes this initiative even more remarkable is its anonymity. Pennywise is careful not to boast or promote its philanthropy.“We don’t talk about it. The recipients are not even aware that Pennywise is funding these homes. This is part of what we do, and we try to encourage the other companies that we work with,” Paladee portrays. “The core group of our team is actually volunteers from our employees. Without them it would be impossible to do what we do. They show up week after week, they’re very dedicated. It gives them a lot more pride in working for Pennywise, because they see where the profits go.” The program’s reach has expanded beyond Trinidad to other Caribbean nations in times of crisis. “We finished a project to build 27 homes in Grenada after the hurricane that flattened parts of the island. This project is completed and we have handed over the homes to families in Carriacou that had lost their homes,” We’ve done similar projects in Dominica, Saint 38 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
Vincent, Haiti, and Curacao, often at the request of local governments. Whenever we get the call to help, and we have the funds, we do it,” stresses Paladee.” The company also provides other forms of aid, such as providing wheelchairs to those in need. “If we find out that somebody needs a wheelchair, we get the information, and we just show up with it. They don’t know where we came from. They didn’t even request it, but we just found out that there’s a case, and they get it, and we never look back,” he discloses. “It’s only a matter of time before people start finding out,” Paladee admits.“But we don’t want it to be that we do this for any benefit financially. We just think it’s our grace that God chose us to do this type of work, and we are the instrument that he is using to do these things.” LOOKING AHEAD As Pennywise continues to expand, plans include a new warehouse and a potential third mall in northern Trinidad. “People have been asking us to open Pennywise stores throughout the Caribbean, because it’s a brand that’s known, even though we only have a footprint in Trinidad,” says Paladee. “Probably our biggest challenge right now in doing business in Trinidad is there’s a massive foreign exchange shortage, so looking elsewhere in the Caribbean might be able to help ease that a bit.The thing is, we want to make sure that we are stable here first.” Whatever lies ahead, Pennywise Cosmetics is poised to continue offering affordable products and exceptional customer service, while contributing to a bright future in Trinidad. Cor. Macoya Road & Churchill Roosevelt Highway, Trincity, Trinidad, W.I. T 868 609-6388 Ext: 2211 | F 868 645 8524 https://massydistribution.com/tt https://www.facebook.com/massydistributiontrinidad/ https://www.instagram.com/massydistributiontt/ @massydistributiontt Massy Distribution (Trinidad) is the largest multi-principal distributor in Trinidad & Tobago with over 100 years’ experience, providing highly effective representation to a wide variety of International, Regional and Local business partners. We offer nationwide distribution of Food & General Merchandise, Pharmaceuticals & Healthcare, Wines & Spirits, Meat, Bakery Items, Chilled and Frozen Foods, and Cigarettes. 39 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01 PENNYWISE COSMETICS
PREFERRED VENDOR/PARTNER n Guardian Life Caribbean www.myguardiangroup.com GUARDIAN LIFE OF THE CARIBBEAN LTD is one of the region’s largest life insurance providers, renowned for our expertise in life insurance, health insurance and pensions. We have established a strong market presence in Trinidad and Tobago, Barbados and other Caribbean markets, offering innovative solutions designed to meet the evolving needs of today’s professionals. n V&S Pharmaceuticals Ltd. www.vspharmco.tt V&S Pharmaceuticals Ltd. specializes in the manufacture, repackaging and distribution of pharmaceutical, cosmetic and household products throughout Trinidad and Tobago and the Caribbean. We take pride in our quality and are passionate about our presentation. For wholesale enquiries, please contact us at (868)645-6961 or email sales@vspharmco.tt. n Alstons Marketing Company Limited www.amcott.info Alstons Marketing Company Limited (AMCO) is a distribution and marketing company and a wholly owned member of the ANSA McAL Group of Companies. Established in 1882, AMCO is also one of the largest and most experienced distribution companies in Trinidad and Tobago. Employing over 300 persons, AMCO’s operations are located at the centre of Trinidad with offices and a warehouse facility in the sister isle of Tobago. n Carasol Limited www.carasollimited.com Carasol Limited is a Trinidad and Tobago-based manufacturer and distributor of personal care products, beauty supplies, aerosol and household products. At Carasol quality and affordability are top priorities. With decades of experience in the industry and a commitment to innovation, Carasol is poised to continue its success as a leading manufacturer and distributor in Trinidad and Tobago and beyond. n Massy Group www.massydistribution.com/tt Massy Distribution is committed to leading the way for positive change in our region and believes that we can have a positive impact on our people, our customers and the communities in which we operate. We are inspired by a purpose: a Force for Good; Creating Value and Transforming Lives. This purpose defines who we are, what we do and how we work. 40 BUSINESS VIEW CARIBBEAN VOLUME 12, ISSUE 01
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