How a mother’s vision grew into St Ann’s trusted family bookstore

Twenty years ago in Brown’s Town, St Ann, Sandra DaCosta opened a small bookstore with a simple goal: to provide for her family. What began as a small venture quickly blossomed into Direct Books & Stationery, a beloved community hub where generations of parents and children now turn for back-to-school essentials.

From the start, it was a family affair. “I was 14 and my brother was 16 when we started helping our mom after school,” recalls Tariq DaCosta. “We stacked shelves, ran the register, tracked inventory, and served customers. My dad was involved too. It’s been all hands on deck since day one.”

In the early days, the DaCostas packed boxes of books and set up a table at school orientations, meeting parents and teachers face-to-face. That grassroots approach laid the foundation for growth. Today, Direct Books & Stationery operates two locations, including a branch in St Ann’s Bay, serving hundreds of families each school year with textbooks and supplies for every grade level.

That same hands-on spirit continues today. During the back-to-school rush, like at NCB’s Sum’n Nice fi Dem Future Back-to-School Fair, Tariq was right there beside his mother, helping more than 700 parents and students navigate their school lists.

“NCB has been with us from the very beginning,” Tariq shares, remembering childhood visits to the bank with his mom. “When we were invited to be part of the fair, we jumped at the chance. It was another way to give back and connect with the community.”

For the DaCostas, success is about relationships. “Families trust us,” Tariq says. “Back-to-school time can feel overwhelming. Sometimes parents just need someone to help them sort through the list. That’s what keeps people coming back; they know we care about more than the sale.”

THE NEXT CHAPTER

Outside the bookstore, Tariq manages an Airbnb in St Ann and is involved with Nation’s Choice, a company co-owned by his uncle. His brother, now a supermarket owner, still supports the family business: proof that entrepreneurship runs deep in their roots. No matter how busy life gets, Direct Books & Stationery remains at the centre. Tariq hopes to eventually move the business online, and mentor other small business owners.

He encourages young people working in family businesses to embrace the opportunity in front of them. “If your parents run a business and you’re helping out, don’t wait for them to hand it over,” he advises. “Soak up everything, from how they treat customers to how they manage the books. The real treasure isn’t the business itself; it’s the knowledge you gain along the way.”

To aspiring entrepreneurs, he offers this advice: “You’ll never feel fully ready. If you’re 70 per cent prepared, take the leap. The other 30 per cent you’ll learn on the journey. That’s where growth happens.”

“Everything I’ve learned about business, I learned from my mom,” Tariq says. “She showed me that, when you serve people, you build something that lasts.”