In the heart of the bustling Theater District, nestled among the bright lights of Times Square, lies two treasures redefining New York City’s culinary scene. S’Aimer NYC and Jasmine’s Caribbean Cuisine. These restaurants are located across the street from one another offering an oasis of Caribbean flavors that capture the soul of the islands in the center of The Big Apple. At both of her restaurants, Jasmine Gerald brings a dynamic and vibrant dining experience that is as much about community as it is about cuisine. We recently sat down together and talked while enjoying their out-of-this-world Escargot coupled with garlic and butter sauce and creole punch. Below are highlights from our conversation.
How did you capitalize your launch and what role has your heritage played in your menu items?
The funding came from family and friends, my personal savings, and most importantly perseverance and faith The beginnings were challenging but we made sure we turned them into opportunities to learn and grow, and once we nailed down our amazing team, operations, and systems we grew rapidly. From that growth, we opened our second restaurant, S’Aimer, right across the street. Both of the restaurants are the result of my journey which has been rooted in my desire to bring something unique to an area saturated with commercial fast-food and chain sit-down restaurants. Inspired by my mom, who ran a French restaurant in the Virgin Islands, I always wanted to work in hospitality because I love to host and entertain people. As an avid global traveler, I tasted some of the most amazing food, and I knew an international melting pot like Times Square deserves a taste of the Caribbean. At both restaurants, my heritage is the heart and soul that makes both so special and memorable.
Tell us about opening your second location, S’Aimer, across the street. How is the concept different?
S’Aimer is a fusion of French and Caribbean flavors, offering an elegant and intimate speakeasy vibe. The name means “for the love of everyone” and I wanted the space to be reflective of that with an inclusive and diverse purpose. We were inspired to open this second restaurant by patrons of Jasmine’s Caribbean Cuisine who would dine with us before a show and ask us where they should go after the final curtain call. Observing this gap, we opened S’Aimer to be an upscale restaurant and lounge for pre- and post-Broadway enjoyment, for couples and intimate groups seeking to celebrate a special occasion.
How is this concept different?
At S’Aimer, we’re bringing a level of posh sophistication with our atmosphere, andsignature dishes are Caribbean with a unique French twist. For example, a popular favorite is our Escargot in Garlic Butter Sauce which draws influence from the Caribbean Islands of Martinique, Dominica, and Guadeloupe. Other menu items are infused with a bit of panache like infusing our signature staple dishes like the Curry Chicken by serving it with coconut rice and crisp cabbage to create a unique fusion of flavors.
What happened when celebrity DJ Kahled walked into Jasmine’s Caribbean Cuisine?
Witnessing first-time diners light up with the discovery of a taste they weren’t expecting is magical. One of them was the famous music producer DJ Khaled. When he stopped by, we were so packed we had to take him across the street to S’Aimer. As he was waiting for my team to accommodate him, he remarked on the quality of the food based on the long line of people waiting. At that moment I realized that we were more than just a restaurant; we were creating a significant impact as a Caribbean escape in the heart of Times Square’s restaurant row. We still feel that way and it is wonderful to know we are making a difference for locals and tourists alike.
What advice would you give aspiring restaurateurs who want to bring their cultural heritage to their venture?
Know your cuisine, understand the inherent stories, and serve it with authenticity. Expect to wear many hats, from cooking to cleaning, because in the restaurant business adaptability is your best friend. Word of mouth, public relations, and social media can play a significant role in attracting customers and turning your business into a brand. Most importantly, monitor the trends of the financial health of your business. It’s as critical as the recipes you craft with your chef.
Tenyse Williams is an award-winning Brand Strategist and Adjunct Instructional Specialist at the University of Central Florida, George Washington University, and Columbia University. She is the Founder & CEO of Verified Consulting, leading a team of digital marketing professionals amplifying awareness for their clients across all industries. Follow Tenyse Williams on LinkedIn.
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