06/08/2026
When Jermaine “Jay” Vassell moved to America from Montego Bay, Jamaica, he carried with him a dream of building a business of his own. In 2022, that dream took physical form as Jay's Nyam & Jam —a venture fueled by Jay’s rich culinary heritage and the unwavering partnership of his wife and co-owner, Kelly Vassell. Their growth has mapped a steady trajectory, moving from their home basement to a local church kitchen before finally anchoring their business at Findlay Kitchen.
At the heart of the business is a menu built on generationally perfected expertise. Jay credits his father as the foundation for the recipes they develop today. "My dad is a great cook. His dishes have always been flavorful," Jay shares. "That's where I really get my inspiration from." The core of the menu relies on traditional staples like coconut rice and peas, lemon pepper wings, and a top-selling Rasta Pasta paired with jerk chicken or braised oxtail. To build on the momentum from these already well-loved dishes, they adapted their classic flavor profiles into street food formats for the market crowd. These additional fusion items like jerk chicken tacos, sweet potato fries, and jerk chicken bowls also quickly became crowd favorites.
When Jay and Kelly first sought out space in an incubator kitchen, their initial milestone was to launch a food truck. However, their time in Findlay Kitchen shifted their perspective. They committed to the educational process, enrolling in Findlay Learn’s Food Business Foundations course where they realized they wanted to pivot to pursuing a storefront model for their business.
Kelly recalls that the incubator provided exactly what they needed to evolve. "Findlay Kitchen, by far, offered the most resources, the most support... they have been with us just every step of the way." This methodical preparation, paired with Findlay Learn’s "Growing Into a Storefront” course, allowed them to scale efficiently. While Jay notes they were determined to succeed on their own, the program provided a crucial catalyst. "I'm not saying we wouldn't be where we are right now, but we had more support and got here quicker with Findlay Kitchen and Findlay Learn," he says.
To bring their storefront dream to life, they joined Findlay Launch, a residency-based storefront accelerator program for food-focused entrepreneurs. This program offers 15-month leases in fully equipped, ready-to-operate storefronts, allowing participants to test and scale their concepts in a real-world setting. Designed to give businesses the space and support they need to scale or safely pivot, the program provided the perfect launchpad for Jay's Nyam & Jam to establish their current brick-and-mortar location at 1809 Elm St.
Even with this exciting new space, Jay’s Nyam and Jam remains grounded by a tight-knit kitchen and staff composed almost entirely of family members who already understand the industry. "We didn't have to teach them a lot," Jay explains. “They already came in with a love for cooking and culinary experience." For Kelly, who frequented Findlay Market as a child, the business’ evolution represents an emotional milestone as well. "I grew up going to Findlay Market as a little girl. So now, to be a part of what makes Findlay Market, Findlay Market... it's a little surreal," she says.
Looking ahead, the Vassells plan to expand into a larger, full-service restaurant featuring a multi-course menu and space for traditional Jamaican games. Alongside this commercial growth, they hope to launch a mobile meal initiative to support their community.
Don't miss out on what they're building, visit their storefront at 1809 Elm Street today!
