"Gems of Saint Lucia” has successfully collaborated with Motivate Canada, who donated soccer equipment, to assist in the development of soccer in Vieux Fort South, through coach, Mr. Emmanuel Bellas. This initiative is part of a broader objective which is aimed at building a strong link between Motivate Canada, Ottawa and Vieux Fort. This initiative was also supported by “Friends of Gems” who contributed generously towards the shipment of the goods from Ottawa to Vieux- Fort.  


















About Gems 

Gems of Saint Lucia is the new and innovative branding of Saint Lucia’s hospitality and tourism industry, which provides authentic products in a culturally rich environment. These authentic products are rustic in nature. They are charmingly simple or unsophisticated and are owned and controlled by the indigenous people on Saint Lucia, located in the countryside and owned by the countryside people. 


The Gem’s philosophy is “Marketing Is Everybody’s Business.” As a result, the goals of the Gems are being achieved through the creation of marketing consulting teams involving Saint Lucians and friends of Saint Lucia. The Gems of Saint Lucia was conceptualized by Wilson Jn. Baptiste, Chief Executive Officer (CEO) in 2007. Magdalene Cooman-Maxwell, Chief Operating Officer (COO) joined in 2014. 


The Gems of Saint Lucia also believes and practices social responsibility by working with its partners to assist the youth on the island of Saint Lucia. As a result, Gems has engaged these partners in toy drives and soccer clinics which have created opportunities for children to have an enjoyable Christmas and also to effectively utilize the time and energy of the youth of Vieux Fort more efficiently, through soccer.  

Dan Dubeau, Motivate Canada

Wilson Jn. Baptiste, CEO Gems of Saint Lucia

Title. Double click me.

About Motivate Canada


Motivate Canada a Canadian charitable organization specializes in improving the lives of young people by fostering civic engagement, social entrepreneurship, social inclusion and leadership among youth. We use techniques from sport, physical education and community driven development in our programming. Through harnessing the power of positive role models, sport and physical activity, and community engagement principles, Motivate Canada is able to engage young people, build their confidence and sense of self-worth and increase their social and vocational competence.

Motivate Canada has been around for 20 years. We deliver four youth-driven development initiative across Canada - ACTIVATE, the ESTEEM Team, the Clean Air Champions and GEN7, and a new project called LEAF (Leading Educating ACTIVE Females)

Each program targets youth between the ages of 9 and 25.


Coach Emmanuel Bellas,

Vieux-Fort Saint Lucia

About Mr. Emmanuel Bellas


Mr. Emmanuel Bellas coached Vieux Fort soccer teams, at different levels, in 2016, where they won the National Championship tournaments in both the senior level and under 21 levels. This was the town’s most successful soccer season in recent history.


Mr. Bellas holds a Master of Science in Cricket Studies from the University of the West Indies, Cavehill Campus- Barbados. In addition, Mr. Bellas is also a WICB Level One Certified Coach and has also been the Head Coach of the Male Under 19 Team. He is also a FUTURO III (FIFA) CERTIFIED COACHING INSTRUCTOR. Further, he is also the Head Coach for the Vieux-Fort Comprehensive School Track and Field department. In the area of Officiating, Mr. Bellas  is a National Football Referee, National Cricket Umpire and a fully qualified West Indies Cricket Umpire. Finally, Mr. Bellas has also been actively involved in Community, Social and Cultural activities where he has held the positions of Deputy Chairman, Local Government Authority (V.Fort Town Council) and other associations on the island. Mr. Bellas is currently President of Vieux-Fort South Football League.


Mr. Bellas stated: “Reputable entities like GEMS of St. Lucia and MOTIVATE CANADA are well suited to assist the Vieux-Fort South League in achieving some of its objectives which revolve around its motto…SUCCESS THROUGH EMPOWERMENT."

Problem solving benefits:


This soccer initiative will resolve a number of issues faced by the youth of Vieux Fort as they prepare to participate in soccer competitions year after year. Most of these issues are economic in nature as most of the youth involved in soccer may be un-employed and unable to purchase their equipment which is needed to be an outstanding soccer player. In addition, there will also be less pressure on family incomes which can be re-directed away from soccer to more pressing family needs.


The community of Vieux Fort stands to benefit from this initiative as this town will now be pushed to the forefront of the level of consciousness of those who have participated in this initiative. They would like to have answers to questions like: where is this place? why is this place the leader in soccer? and what makes that place work? As a result, they will be motivated to visit and share their stories about this small town on a Gem of an island.   


The leaders of Gems of Saint Lucia believe that tourism is about building long term relationships in segments-of-one, and also ensuring that the benefits of tourism flows down to the grassroots on the islands. As a result, social responsibility through partnerships with international organizations and individuals is the corner stone of this concept. The relationship established with Motivate Canada, through Dan Debau and Gems of Saint Lucia, through Wilson Jn. Baptiste and Magdalene Cooman, is expected to bring about greater awareness to the youth, both in Canada and Vieux Fort, which will usher in more initiatives, beyond soccer.

Gems of Saint Lucia, Motivate Canada and Mr. Emmanuel would like to express their deepest gratitude to all the Friends of Gems who came together to make this initiative work. We are of the firm that these small initiatives have the capacity to impact and transform societies like Vieux Fort. Finally, the Gems concept was designed to bring people together across cultural barriers to bring greater benefits to the greatest number of people. Mr. Jn. Baptiste and Mr. Bellas were former team mates of Uptown Rebels which was a leading team in Vieux Fort Soccer and also played Caribbean soccer. Mr. Jn. Baptiste was also vice-captain of Saint Lucia’s under 18 Cable and Wireless Youth Soccer team in 1978.    

Wilson Jn. Baptiste is a Professor at the Tisch Center For Hospitality and Tourism at New York University and also at Monroe College, New York. Jn. Baptiste is also Hotel and Tourism Consultant with over two decades of hotel and tourism administration experience promoting Caribbean destinations in the U.S market. In 2010, Jn. Baptiste founded “The Gems of Saint Lucia” to develop strategic alliances with other enterprises in the public and private sector, both nationally and globally. Jn. Baptiste holds an Associate Degree in Travel and Tourism from City University of New York (CUNY), a Bachelor’s of Science in Hotel and Tourism Administration from New York University (NYU), N.Y., and a Master of Science in Tourism Management, from New York University, December, 2012. Jn. Baptiste has also co-presented a paper on Cultural and Heritage Tourism and Authentic Travel at the African Travel Association’s Congress in Nairobi, Kenya, 2015 and has been on the diaspora planning committee of the Caribbean Tourism Organization (CTO) for the past five years.

Contact Wilson@gemsofsaintlucia for more information 

Nature Expeditions.png
Rosalie Bay Resorts, Dominica
Sea Spray Cruises.png
southern taxi.jpg
Villa Isis - Ad.jpg
CCI Logo.png
Martone Cycling.jpg
Auto paradise.jpg
Take your business global.jpg

The management of Gems of Saint Lucia has positioned its concept to differentiate it from that of its competitors. This differentiation is driven by the marketing channel which is St. Lucian nationals globally with the focus placed on a single destination, St. Lucia. As a result of this strategy, the marketing consultants working with Gems of Saint Lucia will:

a)  use their knowledge of the island to sell with greater precision and passion -

b) be conscious that they are contributing to the socio-economic development of the island,hereby creating economic opportunities for their relatives and friends at home.our own text and edit me. I’m a great place for you to tell a story and let your users know a little more about you.

Connect with Gems:

Tel:  1-631-746-2827


Become a friend of Gems:

Double click me.

  • Wix Facebook page
  • Wix Twitter page