Beautiful by Jasanay was founded in 2005 by Alivern Smith-Harrigan. Years before the physical store opened however, she would sell accessories out of her car to co-workers and friends. Ironically, this all started due to an insecurity she had about some blemishes on her neck. In order to conceal them she would wear fashionable statement accessory pieces. They achieved their main purpose however to her surprise, she noted that she started to receive compliments and inquiries on the pieces. This sparked the idea to buy accessories for others based on their specific needs!

Alivern has had a lifelong love for the world of fashion. This was channeled through her membership and active participation in a modelling group in her early adult years and through her work with various beauty pageants across the BVI.  Whether chaperoning or visiting St Thomas, Puerto Rico or New York to assist with the selection of gowns, outfits and accessories, she always wanted the contestants to feel and look beautiful from the inside out.