Sher Luxury Doll retires dancing shoes

Former Dancehall Queen Sherine Scarlett, more popularly known as 'Sher Luxury Doll', has been busy choreographing her own beauty brand since 2019 when she officially stopped dancing. Knowing that maintaining a career in dancing was undefinable, financially and physically risky, and short-lived, she dived into entrepreneurship with the opening of her Luxury Beauty Bar, a salon, and launched her care products and custom wigs.

"I don't see myself going back to dancehall in terms of actively dancing. As a dancer, I was not making that much money and needed to find another source of income. I am now a full-time businesswoman, but to support it, yes, I will still go out once in a while, because the dancehall made Sher and old people always ah say 'Don't throw stone behind you,'" she told THE STAR.

"So, let's be clear, I didn't ditch the dancehall scene. I just reached a point in my life where I had other goals that I wanted to see come to life. So I moved forward. Dancehall will always play a role for me, because my name and the fame came from dancehall. Some of my clients who support me are from the dancehall, and I still do styling for artistes," she added.

Breaking into the beauty industry is not uncommon these days for entertainers, but Sher Luxury Doll said that she does worry that the industry is competitive.

"I'm super-focused on growing my own image and brand. Competition is not something I focus on because I'm confident with my work and what I have to offer," she said. She admitted that she has always had a love for the industry, seeing how her mother's clients would beam after being styled.

Sher Luxury Doll said that for the past two years, she has invested in product development and evaluation, as she did not want to release anything that did not represent the word 'luxury'.

"It's really a lot of work, but I have to take the time to know that what I'm putting out are great products.The pandemic, thankfully, didn't affect me, and I have been doing great. Thanks be to God, my clients, my workers... ," she said. She also advised other women in dancehall who are planning to expand their brand beyond the dance floor to go for it, but cautioned that "nothing in life comes easy".