The brains behind Toni’s Virtual Centre for busy entrepreneurs
Published:Saturday | August 2, 2025 | 12:08 AM
GROWING UP, Toni-Ann Morris witnessed people working hard with limited resources. Based on her innate desire to succeed, she did not just want to be employed, but to create opportunities for others to achieve their goals as well.
Along with the growing demand for remote support, Morris was inspired to launch her own virtual assistant (VA) business. She is the founder and executive virtual assistant behind Toni’s Virtual Centre, a dynamic support hub for entrepreneurs who want to make their lives easier.
“At my core I am a solution-oriented, purpose-driven woman who believes in excellence, integrity, and execution. I am known for being extremely organised, intuitive, and a natural leader who thrives in high-pressure environments. I don’t just manage tasks. I help bring order to chaos so that businesses can grow confidently,” she said.
Morris, who was born and raised in Waltham Park and its environs, said the community taught her to be resilient, humble and ambitious. The Merl Grove High School graduate said she did not envision that she would become an entrepreneur, but instead had her sights set on a career in law enforcement.
“The pandemic is what catapulted my remote career, as well as my son, the driving force. As a mother with a one-year-old and recently laid off, I had to be resourceful. I needed ways to make money, and after research, I came across a virtual assistant. That realisation, along with the growing demand for remote support, inspired me to launch my own virtual assistant business,” she said.
Toni’s Virtual Centre offers virtual assistant services for busy entrepreneurs. Their support covers general administrative services, customer service management, bookkeeping, and recruitment.
“Our goal is to help clients reclaim their time and focus on revenue-generating activities. One of our proudest success stories involves a service-based business we helped transform from operational chaos to clarity. Through customised systems and support, we helped them double their client capacity,” Morris said.
The response to the services she currently offers, she said, has been overwhelming. “Many entrepreneurs are amazed at how transformative having the right VA can be. They start off thinking they just need help with emails or bookings, and quickly realise how strategic our support is. We don’t just do tasks, we help businesses run better,” she said.
Her objectives, she said, are to expand Toni’s Virtual Centre across the Caribbean and the United States, building a remote team of expert VAs who can serve a global clientèle.
“I would love to eventually launch a training academy for aspiring virtual assistants and provide employment opportunities for women who want flexible, purpose-filled careers. I want to show other Jamaican women that we can dream big, lead businesses, and live life on our own terms,” Morris said.