In the quiet corridors of a Kingston home, what began as a hobby would gradually mature into a symbol of Jamaican innovation and utility. From fabric scraps to functional fashion, Yard Cherry is the evolving brainchild of Sylvia Saunders — a woman whose hands have always known how to turn the ordinary into the extraordinary.
Where others saw material, Saunders saw potential. While many in her family used the household sewing machine for garments, Saunders was drawn to different canvases — doll-making, swimwear, and interior pieces. The defining moment came almost two decades ago with a single handbag, hand-stitched to complement a self-designed dress. That one-off accessory drew more attention than the dress itself. It wasn’t just complimented — it sparked curiosity.
But even that wasn’t the turning point. That came years later, during the COVID-19 pandemic, when Saunders turned downtime into discipline. She began experimenting with canvas bags, painting them by hand with symbols of Jamaican culture, and refining her understanding of structure and strength in design. Microfibre, suede, vegan leather — no material was off limits in her quest for the perfect everyday bag.
Ironically, it wasn’t an artistic breakthrough that accelerated her mission — it was a broken backpack. A poorly made schoolbag for her son collapsed within a month. Frustrated, Saunders decided to make one herself. It was too small, but it sold anyway. That moment catalyzed a domino effect: siblings began selling her bags, orders trickled in, and soon she could no longer ignore what had become clear — the market wasn’t just ready for Yard Cherry, it was asking for it.
By 2024, Yard Cherry was registered and running as a boutique bag company offering handcrafted, customisable pieces. The collection ranges from classic handbags to airport-ready duffles, executive backpacks, clutches, and travel sets — all built with Saunders’ hallmark attention to durability and detail. The brand’s promise? Jamaican quality with global sensibility.
Sales flow through Instagram, with the brand relying on its reputation for personalisation and word-of-mouth referrals. Its top-performing pieces — the Ark, Mini Ark, Breana, and signature duffle — offer customers style without sacrificing practicality. Custom sizing, special compartments, and tailored modifications are all part of the offering — a deliberate strategy in an era of mass-produced sameness.
Backed by her close-knit family, Saunders operates primarily out of Kingston but ships islandwide. With a customer base rooted in the corporate world, Yard Cherry is now shifting its gaze outward — targeting the growing appetite from tourists looking for locally-made, high-end travel accessories.
Supply chain issues remain a recurring challenge, especially when sourcing premium materials. But for Saunders, every obstacle is simply another design brief — one she’s confident she can overcome with grit and imagination.
Recognition came recently when Yard Cherry was selected by the Tourism Enhancement Fund (TEF) to participate in the 2025 Christmas in July initiative — a national platform that showcases Jamaican-made goods to buyers in the hotel, tourism, and corporate sectors. For Saunders, it’s more than an invitation — it’s confirmation that her bags aren’t just a Jamaican story, but a global opportunity waiting to unfold.
“I don’t just want to sell a bag,” she said. “I want people to feel like they’re carrying a piece of yaad — something crafted with love, precision, and pride. That’s what Yard Cherry is really about.”
