Lasting legacies can result from a very small idea. That is what happened when June Daley, founder/president of Miss Jamaica UK, began thinking that she could start a contest that would reconnect young women born to Jamaican parents in the United Kingdom with their roots. Twenty years later, the contest is still going strong and opening many doors for the winners.

Daley returned to the island recently, as part of the 20th anniversary celebrations, and spoke with Flair about the early days and the future of the contest. "I emigrated to the United States and worked in the beauty business there before moving to the United Kingdom. I was astonished at the number of beautiful third-generation Jamaican girls in England who had very little connection to their country of origin, so I started it (the pageant) to promote Jamaican culture and beauty," Daley explained.

But she did not do it alone. She heads a hard-working and committed group of persons. The team includes vice-president and former Miss Jamaica UK, Janelle Raeburn; author/marketing specialist, Erica Myers-Davis; Laura Martin, Shanae Abrahams, Bernard Burell, Edwin Efa, Elvis Carey, Gail Davis, Ken Shang, Garth Dallas and Jacqueline Asafu-Adjaye.

There have been challenges along the way, the most difficult being selecting the girls, as there are so many graceful and bright, young Jamaican beauties in the United Kingdom. Another challenge for Daley has been facing down the sceptics who thought it wouldn't be successful. "They say 'proof is in the pudding' and the fact that the contest now has a successful 20-year track record, says it all. It's so important to go with your gut feeling and go for it," Daley told Flair.

Selection Criteria

The core criteria for the competition include:

Age - 18-26 years old

Must be of Jamaican heritage

Must have enrolled in or graduated from college or university

The competiton, usually held in October, has been moved to september. "We have decided to move it to September due to the sheer volume of undergraduate entrants. We will now hold it in September, a month before they start university. It takes about six months from the time we open the beauty pageant competition registration to the crowning of Miss Jamaica UK."

As with every major event, sponsorship is crucial and, over the 20 years, Miss Jamaica UK has had some loyal supporters and sponsors. These include United States hair product giant, Luster Products, The Gleaner and The Voice (these two sponsors have supported Miss Jamaica UK from its inception); Jamaica National, and recently, CoinStar Money Transfer. The competition has also been endorsed by the Jamaica Tourist Board.

Ups and downs

Reflecting on the 20 years, Daley discloses that there has been ups and downs, but she has enjoyed the journey because there are always opportunities to learn something new about herself and the brand.

"What I enjoy most is peering into the audience during the contest and seeing hundreds of smiling faces brimming with national pride and seeing the Jamaican flags and colours. But most of all, now I see my little granddaughters and grandson enjoying the show and helping in their small way. I also enjoy watching the contestants grow with self-confidence and focus on their achievements," Daley said.

All past winners of the competition have moved on to become very successful in their chosen fields. Caren Yapp, has gone on to be an actress in the United States. Kurdell Espinosa is now a doctor at the University Hospital of the West Indies. Danielle Dixon is currently in her final year of medical school at the University of the West Indies, and Janelle Raeburn is working on the planning process for the 2012 Olympics, set to take place in the United Kingdom.

The competition also has a charitable element. "Part of the proceeds from the competition, goes to our affiliated charities: the Society for the Blind, Maxfield Park Children's Home, the Jamaican Early Childhood Education Development Foundation, Denham Town Basic School, as well as the United Kingdom charity Boyz to Manhood.

To commemorate the 20th anniversary, Daley and the team will be producing a calendar that showcases 12 of the past winners. Proceeds from the calendar will go to the competition's charities. Daley told Flair that, for the next 20 years, she hopes the competition will remain true to its roots, remain relevant to the next generation of Jamaicans, and keep the country's flag flying high in the United Kingdom.