Supporting Local: How Common Ground is Empowering Artisans in St. Vincent and the Grenadines

There’s something special happening in St. Vincent and the Grenadines, and it’s called Common Ground. Tucked away in two charming locations—one at the bustling Cruise Ship Terminal in Kingstown and the other on the serene Gingerbread Hotel compound in Bequia—this innovative retail concept has carved out a space for local artisans and designers to shine.

Common Ground isn’t just another boutique—it’s a carefully curated celebration of Vincentian craftsmanship and creativity, offering everything from handcrafted jewellery to locally-made teas, body butters and perfumes. It is the kind of store where stories of culture, community, and collaboration come to life, connecting customers with the unique products and the passionate makers behind them. What makes the store stand out isn’t just the beautiful items on display; it’s the mission to give Vincentian creatives and entrepreneurs a platform that many of them could not have dreamed of before. For local creators, it’s a well-positioned space for opportunity, growth, and creative empowerment.

We sat down with co-founders Odini Sutherland and Ikesha Delpesche to chat about their store’s concept, its successes and the importance of community and collaboration in the creative industries.

TKK: How did the idea for Common Ground stores originate? What was the vision behind creating spaces that exclusively stock locally made brands in St. Vincent and the Grenadines and how did you decide on such a unique but fitting name?

CG: The first store was opened in the space that formerly housed the Ngozi brand by Ikesha Delpesche. However, after the COVID pandemic and reduced visitors, it had become difficult to maintain the space. Discussions began around a possible partnership which at first, was just meant to be Ngozi and Peta Odini but after speaking we realized that other brands were probably in the same position where they needed a place to sell but couldn’t afford to operate a store on their own. That is how the concept of Common Ground was born. At first, we were nervous that no one would bring their goods but here we are 18 months later with two locations. The name Common Ground was an idea Odini came up with, and there were a lot of options, however, we felt this one just encapsulated the whole vibe and mission of what we were hoping to accomplish and it was not something we had heard in the region before for a store or business for that matter.

TKK: Can you share the criteria or process you use to select the brands and products featured in your stores? How do you ensure that the offerings represent the best of local craftsmanship and creativity?

CG: Honestly at this time, we more or less are open to any brand once it is made by a local or made locally. We also host a few regional brands and have interest from other brands from Trinidad and even as far as the British Virgin Islands, which we hope we can introduce in the new season. What we have found is that with time, not all brands will be a fit, not all brands will find their customer but thankfully this number has been small. Most brands, even if they don’t sell very well every month, on average do quite well and stay stocked in the stores. So we suppose in a way, the customers are the ones who select for us. The beauty of it all is that most if not all the goods that we get in the store are really well made, unique and creative and we may have two brands doing earrings but the earrings are never similar which is brilliant and provides such a nice range of options for our shoppers.

TKK: How has Common Ground impacted local artisans and small businesses? Could you share any success stories from vendors who have grown their businesses through your platform?

CG: There was recently a series of focus groups with representatives from UN Women, and they had some meetings in Kingstown and then came to Bequia where I (Odini) attended and when I mentioned Common Ground, they were like “we’ve heard about this place”. Apparently, persons who had participated in the Kingstown meetings had spoken about the store and how needed it was as so many were unable to find places to sell their goods. Most business places in St. Vincent and the Grenadines order the bulk of their inventory from overseas, even when there are local options available. Also, many of the entrepreneurs in our stores are doing their business on evenings and weekends. Many don’t have the financial or human resources to open, manage and maintain their own shops and so Common Ground has been able to fill this gap considerably. 

TKK: What can visitors expect when they step into a Common Ground store, whether at the Cruise Ship Terminal or on the Gingerbread Hotel compound in Bequia? How do you create an immersive shopping experience that reflects the culture of St. Vincent and the Grenadines and the wider Caribbean?

CG: Common Ground is still very much a work in progress and we are also limited by our resources but we do the best we can with what we have. The aim is always that when our customers step into a Common Ground store they have a vibrant and unique experience. Many are often blown away by the selection of brands that we have curated within such small spaces and are even more so surprised to learn that they are all by local Artisans and Designers. We also try to provide information not only on the products but also on the makers themselves and the types of materials they utilize to create unique bodies of work and hope that we can create a story that all our customers enjoy being a part of. 

TKK: You mentioned that Common Ground stocks a wide variety of products, from fashion to beverages. Are there any standout items or bestsellers that particularly resonate with customers? Can you give us some insight on the brands that you stock and what they offer?

CG: At the end of the tourist season in April we had over fifty local brands available between the two stores. You can view a listing of our vendors on our website commongroundsvg.com

We do have a few brands that people often come in looking for specifically Marsyln’s, by Marslyn Lewis. It is a struggle to keep her Seamoss Turmeric Body Butters in stock. Peta Odini and Ngozi are also very popular brands in both stores and so is 784 NYC which is a brand by Leonard Matthews who is a Vincentian based in New York. One other brand that has become a customer fave is Handmade by Kate, her line hand hand-stamped purses, bags and tea towels are always selling out, especially in our Bequia Store.

We also have souvenirs by Uneekly Crafted, Spice Bags and jewellery made from sea glass by Bequia Sea Glass, we carry local teas by ZGS Creations and Camara Teas just to name a few. Of late we have had a super strong movement of support for work by Zen Punnett, there was even an occasion where two customers both wanted the same painting, it was a very fun conversation where they decided who would get to buy it.

TKK: What are your plans for Common Ground? Do you foresee expanding to new locations, introducing new brands, or evolving the concept in any way? Are there any plans to form links in the diaspora?

CG: The long-term goal for CG is definitely to expand beyond our shores. As makers and entrepreneurs ourselves with our own brands, we know the difficulty in finding spaces to stock our goods, not just locally but in the wider region. We were actually already looking at a possible 3^rd location in another Grenadine island, unfortunately, Hurricane Beryl put a pause on that plan, but who knows what the future will hold. The hope however is that one day we can see some format of Common Ground in different islands, where you can find both products native to the host island but also from Common Ground vendors from around the Caribbean as well! If this happened, we would be able to create our own network for the export of goods between our islands, so we are hoping we can find the support we need to make this a reality in the future. 

TKK: How important is community and collaboration in the success of Common Ground? Can you discuss any partnerships or collaborations that have been particularly impactful?

CG: Community and collaboration is the main mission for Common Ground and when we started we were doing it well. With time things do settle but we have recently had a call from our vendors that we all need to come together more and collaborate. So we will definitely have to do that for the new season coming up and see how we can pool all our resources together to grow Common Ground and all the vendors even more.

TKK: How does a store like this one contribute to the tourism experience in St. Vincent and the Grenadines? In what ways do you feel the stores enhance visitors’ understanding and appreciation of local culture?

CG: Because we are so inundated with SVG branded goods that often “Made in China” and other such places, Common Ground has provided visitors to our shores with a one-stop shop for getting unique and authentic locally made products- at least products made by someone from St. Vincent & the Grenadines. The feedback for the concept has been phenomenal, especially in the Bequia store where we have many returning visitors who are amazed that a store with this type of concept exists. Many people are also amazed at the variety of goods available. Introducing a visitor from Sweden to wine made from sea moss by Cassandra Farrel, while they can shop whale tokens made from Volcanic Ash by Adono Bramble of Kong Art Creations, all in a 200 sq ft space- it’s been exciting to watch. So many shoppers are enthusiastic to support the stores simply because of the fact the products are made locally. Also, it provides a valuable resource for locals as well who are keen to support local. Our Kingstown store is especially a testament to this, where people come in to get gifts for special occasions and it’s one of the first places they come to when looking for something to take abroad when they are travelling or have family or friends on the island for a visit.

TKK: How can persons in the Diaspora who may wish to make a purchase do so?

CG: At this time, we do not have an e-commerce platform, but persons are free to send us a message and we can connect them directly with vendors who would then be able to work with them to find ways of getting goods to them where they are!

Vendor Testimonials

Marslyn Lewis – Marslyn’s

As a small business, I became excited when the opportunity came to have my products in a storefront , Common Ground.  I grabbed it with both arms, for me it was A dream come through. This was my first opportunity to get my products on a local shelf. Working With Odini & Ikesha is always such a joy.  l now have my products in the two locations and have not found any regrets in doing so.  Common Ground is an awesome business concept providing opportunities for small producers like myself to have a public shelf presence which I otherwise could not afford to do on my own. Its a safe and empowering community for women in business.

Beatus Home & Accessories by Sharlene Charles

Joining the Common Ground family has been extremely beneficial to my brand – Beatus Home and Accessories.  The Common Ground concept of uniting local producers at two locations is truly phenomenal and genius.  I love the initiative and have seen my brand grow.  Common Ground has provided a platform for my bags and macrame beachwear designs to be showcased to the world.  It has been a truly surreal experience seeing my brand’s dream come to reality.  I am proud to be a Common Groundarian .

You can keep up with Common Ground via their Instagram pages.