Bridget Sandals slashes prices to pre-Melissa levels

Bridget Sandals has announced a rollback of its recent price increase, a move the company says is directly tied to the widespread devastation caused by Hurricane Melissa and the hardship now facing thousands of Jamaicans.

The company said the reduction is a response to the devastating effects of Hurricane Melissa to the country and its customers.

Earlier this year, the iconic footwear maker implemented its first price adjustment in more than 16 years, a step it said was necessary to counter the rising costs of raw materials and production.

But with communities still struggling to recover from the devastating impact of the Category 5 storm, Bridget Sandals said it was compelled to rethink its earlier decision.

"While we continue to face elevated costs from our suppliers, we are deeply moved by the challenges we now collectively face as a country and hope for a speedy recovery where possible. As such, we have made the decision to reduce the prices originally announced," the footwear company said.

Bridget Sandals said it will continue to absorb the economic shocks while customers recover from the impact of Melissa.

The Jamaican-owned company employs skilled artisans, creatives, and customer service personnel, whose work supports traditional craftsmanship and contributes to the local economy. Each pair of sandals, the company noted, helps sustain a network of Jamaican talent.

It said the revised pricing "reflects a more measured approach that better balances relief, sustainability with accessibility".

In addition to the price roll-back, Bridget Sandals has also been directly involved in relief efforts. Since the passage of Hurricane Melissa, the company has donated more than 1,000 care packages, water, and other supplies to residents in some of the hardest-hit communities. The initiative is being carried out through its philanthropic arm, The Black Angel Foundation.

Johnathon Buchanan, operations manager at Bridget Sandals, said resilience remains at the heart of Jamaica's recovery.

"Jamaica has always risen from hardship with strength and unity," he said.

"If ever there was a time to come together, it is now. Bridget Sandals will continue to walk beside our people, step by step as we rebuild, recover, and rise again."