After the Storm: Balancing Business and Humanity in the Wake of Hurricane Melissa
(November 18, 2025)
When Hurricane Melissa hit Jamaica on October 28, 2025, she left more than damaged homes and blocked roads. She left a heaviness that many are still trying to process. In the western parishes, entire communities were thrown into survival mode overnight. Homes, shops and livelihoods disappeared in a matter of hours. Watch video below:
But for entrepreneurs whose operations were not directly impacted, a quieter struggle has emerged. The question now is how to keep promoting a business when the country is hurting.
The Dual Reality of Entrepreneurship
Running a business in Jamaica has always required resilience, creativity and strength. Yet in moments like these, visibility can feel uncomfortable. Some business owners have paused content out of respect, while others post carefully, wanting to avoid appearing tone deaf but also knowing that going silent could affect their income. Others are more realistic in their approach and highlight the urgency of continuing operations despite the current state of the country.
In the video below, (posted on November 1, 2025) entrepreneur and content creator, Princess Peach speaks on her experiences following Hurricane Melissa: (Warning: Explicit language ahead)
@princesspeach.erikk Remember your paycheck is gonna hit regardless. Not mine. #fyp #hurricanemelissa #jamaicantiktok ♬ original sound - princesspeach.erikk
“We do not have the privilege of having an office job or a monthly salary or the stability of time-off from work like a lot of other people do.” Her frustrations are echoed in the comments from others who share the same sentiment. Check out her TikTok page for more.
There is also the emotional weight of privilege. To still have electricity, inventory or a functioning online presence feels fortunate, but it can also spark guilt and hesitation.
Owner of Hoffycial Clothing, Maxine Hoffman, shares her conflicting emotions as she navigates the aftermath of Hurricane Melissa. In the video below, posted on November 4, 2025, she reflects on her experience living through Hurricane Gilbert as a teenager on September 12, 1988. Maxine highlights how different her feelings were then compared to the emotions she is processing now. Watch below:
Owner of Ramsay’s Professional Services Limited, Shudeen Ramsay, shares her thoughts on the challenges her business is facing. Her TikTok, posted on November 4, 2025, explains that October is traditionally a slow month, and the devastation caused by Hurricane Melissa in November has made it even harder. Despite this, the responsibilities remain. Employees must still be paid and bills still have to be covered. Shudeen speaks openly about holding on to faith during this difficult period.
She also reflects on a moment at a donation center where she witnessed a dressmaker giving away pillows because it was all she had to offer. Shudeen applauded her generosity and highlighted how powerful it was to see someone give from a place of scarcity. Watch below:
@ramsayshelpdesk_ A word to my Jamaican business owners in this time. The country needs productivity rn #hurricanemelissa #rebuildjamaica #businessinjamaica #jamaicantiktok🇯🇲viral ♬ original sound - Ramsays HelpDesk
On the Ground in the West
For entrepreneurs in western Jamaica, the road to recovery is much more difficult. Many have lost inventory, equipment or their physical stores. In some communities that are still without power or clean water, business is not a priority. Survival is.
But the community of Dutch Hill in Trelawny is a powerful reminder to keep our spirits up. Television Jamaica recently shared a video capturing moments of joy and humour in the middle of the tragedy. Even the reporter approached the situation with a light and uplifting tone. Watch below:
Rebuilding With Compassion
This is where the rest of Jamaica and the diaspora can make a difference. Entrepreneurs in unaffected areas can support recovery in practical ways. They can donate a portion of sales to relief efforts, share verified information online about recovery and adjust the tone of their content to match the mood of the country. Every thoughtful action matters.
Hurricane Melissa has reminded us that empathy and entrepreneurship can exist side by side. We can promote our work while honouring the experiences of those who cannot show up right now. One initiative is doing just that: the YHWH Hurricane Restoration Project.
The YHWH Hurricane Restoration Project is transforming the way Jamaica recovers after disaster. Under the leadership of Samantha Truman, the initiative takes a holistic approach that not only rebuilds homes but also restores livelihoods and equips citizens with new skills. It turns the rebuilding process into an opportunity for innovation, growth and long-term empowerment. Watch below:
Moving Forward Together
As the island begins to heal, the focus must shift to rebuilding as a community. Online businesses can uplift those waiting to reopen. Influencers can highlight donation drives. Entrepreneurs with resources can help smaller businesses restart.
The final video of this article features international superstar Shaggy, who speaks openly about the emotional and physical toll the hurricane has had on the nation. He reflects on the tragic passing of two individuals who were flying in relief supplies as part of their humanitarian efforts. He also highlights the psychological impact the disaster is having on Jamaicans, especially children who are struggling to process the trauma and uncertainty.
Shaggy reminds viewers that while the rebuilding process will take years, the spirit of the Jamaican people remains strong. In response, he announced a benefit concert called Jamaica Strong, which will take place on Friday, December 12, 2025 at the UBS Arena in New York. The event aims to raise funds, bring awareness and support national recovery in a meaningful way. Buy tickets here.
Watch below:
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This was very clear and articulate. Great reporting.
thank you so much, Marcs!