Jean Morris Didn’t Have a Business Plan—She Had a Mission

Jean Morris never sat in a boardroom sketching out a business strategy. She didn’t have investors, mentors, or a roadmap to follow. She was a registered nurse with a full-time job, a wife, and a mother balancing family life.

So when she and her husband, Andrew, opened a tiny Caribbean grocery store in 1993, it wasn’t because they had experience. It was because their community was homesick for something only they could provide—the taste of home.

With no retail background and only $50 to their names when they immigrated from Jamaica, Jean and Andrew built not only a business but a legacy. But Jean never measured success in numbers. For her, Sam’s Caribbean Marketplace was never about selling products—it was about rekindling memories, preserving culture, and making sure no Caribbean immigrant ever felt out of place.

Can you tell our readers about your background? 

As someone who was born and brought up in Jamaica, I can say that the essence of family, community, and tradition was deeply embedded into me from an early age. After coming to the US with fifty dollars in my pocket, I went on to train as a registered nurse and later met my husband, Andrew. While raising my family, I worked full-time and juggled multiple responsibilities. When starting Sam’s, we possessed none of the things you typically start a business with, no background in business, no plan to follow, zero investors, but what we did have was faith, the willingness to put in the work, and a burning desire to help our community feel at home wherever they were.

What inspired you to start your business? 

The motivation of starting a business was the least of my concerns. When we relocated to Long Island, I observed Caribbean immigrants commuting all the way to New York City just to purchase the food items and products familiar to them. We recognized the impact of how powerful a simple taste of home could be and the memories, hope, and identity it could evoke. This is what motivated us to take a leap of faith in 1993 at Sam's Caribbean Marketplace. Our intentions were much greater than simply stocking items for sale; we aimed to preserve and foster a culture and community.

Where is your business based?

Sam’s Caribbean Marketplace is based in West Hempstead, Long Island, New York. We have a physical storefront and also operate online through sams24-7.com, shipping products across the U.S. and beyond, but our storefront is more than a store—it’s a cultural hub for the Caribbean community here and beyond.

How did you start your business? What were the first steps you took?

We opened our doors in 1993 with very little: No investors, no blueprint, just heart. I kept my full-time job as a nurse while Andrew handled most of the day-to-day. We struggled to get our permits, lost a bank loan right before opening, and used a $200 household oven to bake our patties. But we pushed through. We learned as we went and leaned on faith, family, and the support of our community.

What has been the most effective way of raising awareness for your business? 

Word of mouth, without a doubt. People came to us not just for products but for comfort, for familiarity, and for connection. Once someone discovered Sam’s, they told their friends. Over time, we became a trusted name—especially during big cultural moments like Easter, when everyone needs their bun and cheese. From there, we started gaining visitors outside of the Caribbean diaspora.

What have been your biggest challenges and how did you overcome them? 

Everything from zoning permits to financial instability. There were days when we brought in only $34. We had to rely on each other—and on God—to stay afloat. It helped to remind ourselves that we weren’t just selling groceries. We were creating a space that promoted a sense of belonging and a home away from home. That purpose kept us going.

How do you stay focused?

Keeping myself organized allows me to stay focused.

How do you differentiate your business from the competition? 

We don’t just stock Caribbean goods—we live Caribbean culture. That authenticity can’t be faked. Our customers know we’re not outsiders guessing what they want. We're from the islands. We’ve eaten the food, sung the songs, danced the dances, and mourned the same homesickness. That authenticity makes all the difference. It allows our fellow Caribbean immigrants to relate to us while making us a valuable and reliable resource for those looking to explore Caribbean cuisine.

What has been your most effective marketing strategy to grow your business? 

Recently, revamping our website and launching new delivery options like the PAID system (Predictive AI Delivery) has been a game changer. But in the beginning? It was the patties! People would line up out the door for a hot, fresh beef patty. In the early days, we were making thousands of patties all out of a $200 oven. That became our unofficial marketing strategy—serve with heart, and people will come back.

What's your best piece of advice for aspiring and new entrepreneurs? 

You don’t need a perfect plan. You need purpose. If you wait until you’re “ready,” you’ll never begin. Say yes to the thing that scares you. Build something people truly need. And when you’re tired or uncertain, remember why you started.

What's your favorite app, blog, and book? Why?

Facebook and Instagram are my two favorite apps that allow me to expand the business. 

Indeed, blogs allow the business to find the most qualified and best-fit workers for the business.  Having the best fit and qualified persons in your business would promote growth and financial security.  The book “Making It in America” by John Bassett is an inspiration for me. A young immigrant lady coming from Jamaica, West Indies with only $50 in my pocket and despite many obstacles was able to launch a business and stay in business with her husband for over 30 years.  Hard work, dedication, and faith will pull you through.

What's your favorite business tool or resource? Why?

Believe it or not, “people” are one of our greatest resources to run our business. They provide you with both negative and positive feedback.  Networking with organizations such as minority business development, the National Women’s Business Council, and the Small Business Administration are beneficial.  Attending some of these business workshops allows for networking and provides insights and creativity to improve my family business.

Who is your business role model? Why? 

Ms. Pat Chin, owner and founder of VP Records, is my business role model.  Ms. Pat is also an immigrant from Jamaica, West Indies, who migrated to the USA and, through persistence, dedication, and hard work, built one of the largest reggae music distributors in the world. 

How do you balance work and life? 

It’s very hard juggling a full-time RN job and working with the business.  My coping skills are faith in God and practicing “self care”

What’s your favorite way to decompress? 

My favorite way to decompress is gardening when the weather permits. I enjoy outdoor activities and I enjoy nature.

What do you have planned for the next six months? 

We’re focusing on expanding our online presence. Our new website, sams24-7.com, is up and running, and we’ve launched same-day delivery and in-store pickup to better serve customers. We’re also preparing for our Easter rush—it’s our biggest season! And we’ll be celebrating with a Customer Appreciation Day this June.

How can our readers connect with you?

They can find us by visiting our website, sams-24-7.com, on Facebook at facebook.com/Sams247/, and on Instagram @samscaribbean.