Shem Dixon: Fashion's "Star of the East"

if you watched any of the SAINT International fashion extravaganzas, you've seen the (moving) handiwork of Shem Dixon. Chances are its been on lithe, leggy models wearing dazzling (and yes, a bit revealing) one or two-piece swimsuits while strutting the catwalk.

But, as a visit to her West Street shop confirms, there's much more to this Portie native than swimwear. Shem Designs makes and sells formal, evening, sports and casual wear for men, women and children.  Near obsessed with fashion and design from her childhood days, the petite and willowy "fashionpreneur" absorbed all the knowledge she could from various sources before setting up shop some five years ago. Why not Kingston or even Ocho Rios? "I thought about it," she muses, "but this is my home, this is where I feel grounded and connected."

Fashion designer Shem Dixon (left)

How odes she keep her edge? One way is Extended shopping. "many people shopping for clothes for retail may go up for a weekend. I typically spend two weeks to a month at a time. As a result, in addition to our own in-house stuff, the clothes we sell from other outlets is generally unlike  what's available elsewhere"

The wily entrepreneur is presently looking to expand, to provide more display space, and also to make a fuller entry into the bridal gown business. But she remains focussed on providing top-class clothing, whether for runway or running around, at competitive prices