We are thrilled to continue our Honouring, Empowering, Revolutionizing… HER campaign, honouring some of the phenomenal businesswomen in Tobago who contribute to our tourism sector. Enjoying the privilege of chatting with Claudette Daniel, we proudly present the Owner of D’Master Cobbler Limited – a renowned leader in footwear restoration and the creator of innovative leather sandals. Focusing on high-quality craftsmanship, D’Master Cobbler specializes in reviving worn footwear and in manufacturing stylish, durable leather sandals.
At D’Master Cobbler, all repairs and creations are performed with meticulous attention to detail, assuring the high quality of service that reaches all footwear needs. The retail arm of D’Master Cobbler’s brand is called Matteo Store, offering a wide selection of stylish, durable footwear.
What motivated you to pursue a career in tourism, and how have you navigated the challenges or opportunities unique to women in the industry?
“D’Master Cobbler Limited (DMC)“A Legacy of Craftsmanship. Designed by Masters. Worn by Icons.”
Our journey began in 1982 when my father, Mr. Montgomery P. Lawrence, a skilled craftsman with deep-rooted heritage in the anatomy of the shoes, followed his father, Herman E. Lawrence’s footsteps, opened a shoe repair shop in Scarborough, Tobago. His exceptional quality of work quickly spread throughout the island, making DMC a household name.
In 2017, I temporarily took over the business during my father’s illness, upon which, my stewardship at this male-dominant environment, raised the bar on product quality on traditional ‘drag sandals’. As a woman this created an opportunity that made us unique in the industry. Upon my dad’s recovery, he recognized my potential and entrusted me with the future of the business. With the support system from my husband and six kids we are now a fourth generation company with locations in Port of Spain, Arima, Grand Bazaar and the Flagship in Tobago, we are a strong competitor in the Shoe Manufacturing Industry.
This reflects the philosophy that guides D’Master Cobbler, blending traditional craftsmanship with modern innovation. We design and cater to individuals who value quality, sustainable and timeless statement pieces. Our dedication to preserving this legacy whilst pushing creative boundaries, has set us apart in the tourism industry, offering both locals and visitors an authentic piece of Tobago culture.”
Can you share a story where you felt empowered as a woman in tourism and how that experience shaped your career or perspective?
“In 2023, I was invited to Fashion Has No Borders (FHNB) held in Barbados by Rodney Powers. Mr. Powers viewed my products on Instagram and was very much impressed with the high quality and standard of such sustainable, timeless pieces. At the show, I met a panel of international renowned Fashion Gurus: Edwina Kulego of MAGIC Tradeshow USA, Tony Fefe, a major Influencer from Trinidad who resides in Canada, Sharifa Murdock – a Philanthropist from USA, just to name a few. They were all amazed and recognised the seamless blend of traditional and modern innovation we design to perpetuate our legacy, especially knowing they were crafted on our small island of Tobago. Each of them left the show proudly wearing a pair of DMC’s Brand of sandals and a further invitation was extended to me for the Brand to be showcased at MAGIC 2024. This made me feel empowered as a woman that these icons can recognise and appreciate fine craftmanship.”
How do you believe women in the tourism industry are helping to reshape the way we view travel, cultural exchange, and tourism development?
“Women have an innate ability to care, connect emotionally, and address needs—which are qualities the tourism sector greatly benefits from. Women intuitively understand a home-away-from-home experience and therefore, they can quickly create a welcoming environment for both local and international tourists. Just as a woman in a household knows how to make a guest feel comfortable, women in tourism are uniquely positioned to transform the visitors’ experiences. By pooling ideas and travel experiences, women in the industry can and do help to reshape tourism in Tobago, ensuring that every visitor leaves with a genuine experience of our culture and heritage.”
In your opinion, what steps can be taken to create more inclusive spaces and opportunities for women in leadership roles within tourism and hospitality?
“Before stepping into leadership roles within tourism and the hospitality industry, it’s essential to first understand the vision, goals, and objectives of the sector. Once that foundation is established, mentorship and sponsorship programs play a critical role in empowering women. Recognizing female leaders through awards, case studies, and media visibility is key to inspiring others. Additionally, offering leadership training programs and fostering an inclusive environment that actively supports gender diversity is vital. When these strategies are implemented, women will be better equipped to promote Tobago’s tourism, ensuring that visitors have unforgettable experiences – whether arriving via cruise ships or international flights.”
In your opinion, what are some of the untapped opportunities for women in tourism, and how can we encourage more women to explore these avenues?
“Women in tourism have significant untapped potentials, especially in the areas of leadership, innovation, and community engagement. One key opportunity lies in the growing demand for cultural tourism, where artisans’ goods can provide authentic, local experiences. Women can create unique offerings that support our local economies whilst preserving heritage. By empowering women artisans and craft producers, we can bridge the gap between tourism and local culture, fostering sustainable and eco-conscious travel experiences. Another important avenue is promoting women-led small businesses in local and rural tourism. To encourage more women to enter these areas, we could offer scholarships, funding opportunities, and platforms for showcasing their work. Initiatives like women-focused travel incubators or accelerators could provide the necessary resources and guidance for aspiring female entrepreneurs. Networking events, workshops, and mentorship programs would also empower women to share experiences and learn from each other.”
What advice would you give to young women and girls aspiring to enter the tourism industry, and how can they use their unique perspectives to drive positive change?
“As an Artisan, my advice to young women and girls aspiring to enter the tourism industry is to embrace your uniqueness. Your craft, your culture, and your heritage are valuable assets that can set you apart in the tourism world. The tourism industry thrives on authenticity, and as artisans, we bring that authenticity through the stories behind our products and the experiences we offer.
Start by learning about successful women entrepreneurs, especially those who have built businesses around crafts or cultural tourism. Study their journeys, learn from their challenges, and adapt their strategies to your own strengths. In the tourism industry, there’s room for creativity and innovation, so don’t be afraid to experiment and bring new ideas to the table.
Therefore, let your product sell itself. Be ready to cross very high obstacles that seems unpassable to the natural eyes, but always remember wherever there is willpower there is a way over. Advocate for yourself, seek mentorship, and don’t be afraid to take risks. Don’t ever give up, prepare to fail at times but use every failure as a learning experience that you would not allow to repeat itself. Work together, build a team and network. A support system is definitely a great asset – whether from home or at work, you must endeavour to build one. Also, traveling extensively, if possible, will allow for gaining exposure and experience to other cultures. The best way to understand tourism is to experience it first-hand.”
Claudette, thank you for taking the time to share your story with us. Your commitment to creating sustainable, long-lasting footwear solutions is unmatched, proving your dedication to elevating the standard for product quality and service in Tobago. Your advice and service – reminding us of the importance of being unique – is invaluable.