From her sun soaked home in the West End of Negril, Jamaica, we spoke with Shontelle Pinch, a visionary entrepreneur reshaping the psychedelic wellness space. As the CEO & Founder of CHOOSE HAPPY and the force behind several groundbreaking mushroom-based brands, Shontelle is on a mission to revolutionize mental health with high-quality psychedelic products.

As a storyteller, a wellness advocate, and a curator of transformative experiences at Serenade Negril, Shontelle transcends business. In our conversation, she discusses the intersection of Jamaican culture and psychedelics, as well as her efforts to shape Jamaican psychedelic regulation. Shontelle tips us off where to find paradise in Jamaica, and how she’s helping Jamaica’s message evolve from “yeah mon” to psychedelics’ profound impact on mental well-being.

Why was she the perfect person for this discussion? Because her unique position in Jamaican psychedelic culture and business is as mind-manifesting as the mushrooms she grows—offering readers a rare glimpse into Jamaica’s psychedelic future.

4 Questions We Ask Every Guest

1. What does the term “psychedelic” mean in your community? If there’s an equivalent word or phrase your community members use to describe the “psychedelic” experience please share and explain. How do psychedelics impact your community, hometown and country?

In Jamaica, when we talk about "psychedelic," we’re typically referring to substances that can alter one’s state of consciousness, with psilocybin mushrooms being a key example. While many people here might not have in-depth knowledge about psychedelics, there’s a growing curiosity and openness to exploring plant medicine.

2. What’s happening in your country in regards to psychedelics that the rest of the world doesn’t know?

The difference happening in Jamaica regarding psychedelics is significant. I, along with other psilocybin companies, am part of a technical committee collaborating with officials to establish standards for a regulatory board overseeing psilocybin in Jamaica. This effort is a collective initiative where the brands involved are uniting for the greater good of our country. We aim to set a strong example for the rest of the world in how to approach this emerging industry responsibly and thoughtfully.

3. Where do you see the psychedelic revival going in the future?

The psychedelic revival is moving towards greater acceptance, especially in therapeutic and wellness settings. As research increasingly validates the benefits of psilocybin, I envision a more substantial integration of these substances into mainstream health practices. It's essential, however, to balance this progress with proper education and community support, ensuring responsible use and addressing concerns about potential negative effects, similar to those observed with cannabis.
I believe that both the pharmaceutical industry and the psychedelic revival can coexist harmoniously. At the end of the day, it’s about freedom of choice, and my reality may differ from yours. If we can respect these differences, they can thrive together. We are currently experiencing a golden age of natural plant medicines, which have always been available, yet there hasn't been enough education or open dialogue surrounding them. This resurgence is an opportunity for growth and understanding.

4. How does the work you do contribute to the psychedelic revival and into the future?

My work is centered on raising awareness about psychedelics and their potential to improve mental health. While I don’t personally run retreats, I do have a space in the West End of Negril that focuses on optimization. I believe in helping people enhance their well-being for longevity through daily habits and practices. If clients are interested, I integrate psychedelics into their experience, offering a range of options tailored to their needs.
We provide various locally made products, including capsules and chocolate, all crafted with care. While our teas aren't specifically designed to be personalized, we have observed that certain strains tend to work better for males or females, allowing us to suggest options based on individual experiences.
My goal is to make this information accessible to everyone and to meet people where they are, especially given the lack of education surrounding these substances. Many local Jamaicans are unaware of the benefits due to cultural and religious beliefs, which can create wariness. Therefore, I approach the topic from a more relatable perspective, integrating it into their daily lives rather than diving deep into spiritual discussions right away.
I strive to educate as many people as I can through various channels, including social media, emails, and in-person interactions. I also have a lab where I plan to conduct studies, particularly focusing on women. I believe there is a significant opportunity in the industry to address the emotional and hormonal challenges that many women face. My aim is to demonstrate that they are not overlooked and that there is hope for healing and growth.
By fostering environments for open discussions and experiences, I hope to contribute to a well-rounded understanding of psychedelics in Jamaica. This includes addressing concerns and advocating for educational initiatives that empower individuals to make informed choices.

Personalized Questions Curated for Our Guests

5. Jamaica is one of the few countries in the world where psilocybin mushrooms are legal. Mushrooms are sold in pharmacies, hotels, and retail stores among others. The Jamaican mush rush appears to be giving the island an economic makeover. I think of how Nokia and Ericsson reinvented Finland and Sweden, respectively. What is the driving force behind Jamaica’s mushroom transformation and how is Jamaica benefitting?

You know, the driving force behind Jamaica's mushroom transformation is pretty exciting and layered. There's definitely this wave of global acceptance for psychedelics, especially when it comes to mental health and wellness. Plus, Jamaica has such a rich history with natural plant medicines, which makes it a perfect backdrop for this movement.
I’ve noticed that local businesses are really stepping up, eager to dive into the psychedelic tourism scene and offer something unique. It’s a fascinating time for Jamaica! This movement is not just about economic benefits; it’s about attracting people from all over who are looking for real experiences and healing.
What’s great is that it’s also encouraging a deeper appreciation for our natural resources and the traditional healing practices we have here. By embracing this opportunity, Jamaica is positioning itself as a key player in the global psychedelic renaissance, and I’m genuinely thrilled to witness and be part of this evolution.

6. I’ve read conflicting takes on Rastafarianism and psychedelics. Some people say psychedelics don’t align with Rastafarianism, and others say the religion has “no dogma.” The chill, laid back vibes of Jamaica seem to cater to psychedelic journeys. How much does Rastafarianism align with psilocybin mushrooms, and can the religion be a scaffold for spirit medicine journeys?

When it comes to Rastafarianism and psychedelics, especially psilocybin mushrooms, I find the relationship to be quite nuanced and deeply personal. There’s a lot of discussion around this topic; some folks feel that psychedelics don’t really fit within Rastafarian beliefs, while others embrace the idea that the religion is open to personal interpretation. I think that flexibility is really powerful.
Living in Jamaica, you can't help but feel the laid-back vibes that naturally lend themselves to exploring these journeys. It’s all about individual beliefs and how they connect with the world around them. For many Rastafarians, using natural substances for spiritual growth and healing is quite meaningful. Psilocybin, in that context, might be seen as a tool for enhancing those spirit medicine journeys.
What resonates most with me is the focus on a deep connection to nature and the quest for higher consciousness, which aligns beautifully with what psychedelics can offer. However, how psilocybin is integrated into someone's Rastafarian practice really varies from person to person. It reflects the heart of Rastafarianism—freedom, exploration, and the pursuit of personal truth. It’s fascinating to see how these themes play out in real life, and I love being part of these conversations.

7. Cedella Marley, the daughter of Bob Marley, is a psilocybin advocate. Reggae is synonymous with Jamaica, meanwhile psychedelic tourism and big name retreats are thriving in Jamaica. What’s the trajectory of psilocybin’s cultural significance in Jamaica?

Reggae is not just synonymous with the island; it embodies the spirit and vibrancy of Jamaica itself. As psychedelic tourism continues to flourish and retreats gain traction, the cultural significance of psilocybin is evolving in exciting ways.
I truly believe that the key players in this movement—those who have been working tirelessly to shed light on the benefits of psilocybin—are paving the way for a new narrative. Cedella is respected and has a solid following, making her voice a vital part of this conversation. With her advocacy, along with the efforts of various retreats and the increasing mainstream discussions around psychedelics, I hope we’ll see Jamaica positioned at the forefront of this movement.
It’s a moment of pride for the country and its people, as they are stepping out on the line to embrace something transformative. I envision a trajectory where Jamaica is recognized not just for its natural beauty and cultural heritage but also as a leader in the psychedelic space. This is a remarkable opportunity for the island, and it’s something everyone involved should feel proud of.

8. My mind’s eye pictures Jamaica as a paradise. Doing a journey or integrating in nature must be magical there. If someone wants to enjoy Jamaican nature outside of a retreat or resort, where’s an off-the-beaten-path place to find paradise?

Jamaica is truly a paradise for anyone on a journey of self-discovery or integration with nature. It has this magical quality that perfectly lends itself to plant medicine and natural healing. I remember having a conversation with a girlfriend about this eight years ago, where I expressed how Jamaica really embraces these practices. The people here have such a unique way about them; if you ask someone how they are, you’ll often hear, “I woke up, and I have life.” That simple perspective reflects the deep appreciation for existence that’s prevalent among locals.
Lately, I've been engaging in conversations with tourists who’ve been coming to Jamaica for decades—some for 45 years! A common thread in their stories is their fond memories of Negril when there was just one place on the beach. Back then, they could walk around naked, mingling with locals and trying a cup of mushroom tea or ganja tea. It’s fascinating to hear how those experiences shaped their love for the island.
Even in a tourist area, there are always hidden gems waiting to be discovered. I live on the West End of Negril, which I believe is pure magic. From there, you can embark on incredible hikes, visit the Blue Hole, or venture to Bluefields. One of my personal escapes is Breadnut Valley, a stunning waterfall and walking path that takes your breath away with its beauty.
The diversity of Jamaica means that every tourist can find exactly what they're looking for—whether it’s hiking, running, solace, or excitement. There’s paradise in the chaos and peace in the calm, and it’s truly yours to discover. Jamaica offers a little something for everyone, and exploring its depths can be a transformative experience.

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