Jahtara Hinds-Roachford is reimagining bamboo—not as a wild, overlooked plant, but as a symbol of resilience, beauty, and Barbadian innovation.
Through her eco-luxury brand, Eliza-Rosetta Home, Hinds-Roachford is transforming the humble grass into handcrafted furniture, sustainable structures, and wellness products that blend elegance with environmental consciousness.
Founded in January 2022 and named in honour of her family, the company, nestled in the rustic hills of Farley Hill, St Andrew, is a living tribute to family legacy, creativity, and community empowerment.
“I always knew I wanted to work for myself and build something of my own,” she said. “Eliza-Rosetta Home was the perfect opportunity to do just that while making a positive impact on the environment and within my community.”
Starting a bamboo business as a woman in a male-dominated field wasn’t easy. Hinds-Roachford admits: “It was an extremely bold and daunting move—one that required a lot of resilience, vision, and a passion for sustainable innovation.”
But with a managerial background and a bachelor’s degree in international business management from the University of the West Indies, the 30-year-old was ready to challenge traditional norms and prove that sustainability could also be synonymous with elegance and strength.
“Bamboo grows 30 times faster than timber, sequesters up to 35 per cent more carbon, and has a tensile strength comparable to steel,” she explained. “Why wouldn’t we build with it?”
Traditionally viewed as a “poor man’s building material,” bamboo has long been undervalued in Barbados. But Eliza-Rosetta Home is changing that narrative, offering beautifully handcrafted furniture, custom outdoor structures, and even bamboo-based teas rich in antioxidants.
“People see a bamboo chair and think: ‘That looks simple.’ But what they don’t see is the extensive labour behind it—harvesting, treating, fire-curing, sanding, shaping. It’s more work than wood,” she said. “We do everything ourselves. From ethical harvesting with the moon cycle to fire-curing the poles, we ensure the quality and longevity of every piece.”
Their products now grace boutique hotels, eco-resorts, and luxury homes across the island, with demand growing rapidly. Still, pricing remains a hurdle.
“People don’t always understand the costs. But once they attend one of our workshops and get hands-on with the process, their whole perception changes. They realise the value.”
None of this would have been possible without her family, Hinds-Roachford says. She credits her entrepreneurial spirit to her mother, Roli Roachford, who plays a strategic advisory role, and her father, Mark Hinds, who helped harvest bamboo and build the early structures.
“In the beginning, it was just Dad and I—harvesting bamboo, doing installations. It was hard work, but we believed in it,” she recalled. “And so many friends and family helped us get off the ground. We are so incredibly grateful.”
Today, Eliza-Rosetta Home operates in three key areas: luxury craftsmanship, wellness, and education. The company recently expanded into workshops through the Kinesis Accelerator Programme, inviting the public to learn the craft and understand bamboo’s potential firsthand.
Looking ahead, Hinds-Roachford has ambitious plans. She’s growing her own bamboo forest to ensure supply sustainability and aims to open a showroom and mini café at her Cleland base where visitors can sip coffee and browse handcrafted furniture in the tranquil Scotland District.
“The energy on this side of the island is unmatched—soothing, relaxing, surrounded by nature. I want people to come stay awhile and feel that connection to the earth and to our work.”
At its core, Eliza-Rosetta Home is about more than bamboo. It’s about creating a life that’s rooted in purpose, guided by nature, and built to last.
“Bamboo is more than just a resource—it’s a revolution,” she said. “We’re not just crafting products. We’re shaping a movement.”
sheriabrathwaite@barbadostoday.bb
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