Here, contestants in the Ms Beaches Sandy Bay pageant pose for the Observer cameras last week.

On February 25, one of the nine contestants will be crowned Ms Beaches Sandy Bay in a competition themed 'Girls...Run the world'.

As Ms Beaches Sandy Bay, the winner will be responsible for increasing participatory levels in several community-based projects in 2012. She will also serve as an ambassador for Sandals Resorts International, and for the Jamaica tourism industry.

The pageant — for employees of Beaches Sandy Bay in Negril — also aims to promote personal as well as professional development among the nine contestants who were shortlisted from a group of 20.

The winner will also volunteer her services to several charities within the community.

The theme represents a charge to the contestants: 'Girls... Run the world!' and is a message designed to prepare the ladies for the year ahead.

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