Downes is a New Zealand dancer and beauty queen who won the global Miss Universe title in 1983.
“It truly is a special moment to be a Miss Universe finalist from the Bay of Islands and to be able to put Russell-Kororāreka on the map,” Clifford said.
“I want people to learn that we are more than just beautiful beaches. There is so much history, culture and community spirit here.”
For Clifford, the competition is about more than the crown. She hopes to use the platform to advocate for mental health awareness and show that opportunities are open to anyone, regardless of where they come from.
She works with dementia patients as a qualified enrolled nurse and said helping others had always been a major part of her life.
Alongside her nursing work, she has been involved in community fundraising and environmental projects, including supporting breast cancer awareness and taking part in tree planting on Urupukapuka Island through Project Island Song.
Clifford’s chosen charity focus is mental health awareness, an issue she believes affects many people in the Far North and across New Zealand.
She hopes her involvement in Miss Universe NZ will help start conversations and encourage people to seek support when needed.
As the July 28 final approaches, her days are filled with nursing shifts and evenings practising for the catwalk.
She said support from local businesses, family, community groups and volunteers had played a major role in helping her reach the national finals.
“I have been practising my catwalk training every evening when I finish my nursing shift. I am also already packing my suitcase with my costume and dresses ready to ensure I have everything I need on stage.”
Jade Clifford’s chosen charity focus is mental health awareness.
Among her outfits are colours representing the Bay of Islands.
“For me, winning the crown is my main goal. It would be a tremendous feeling, of course. But if I was able to even get any of the runner-up titles, it would be a massive win in itself as well. To be able to be in this competition already and getting selected is the win. I couldn’t be any more overjoyed about it.”
She said she feels a sense of representing the Far North and wants youth in the region to see that anyone can achieve their goals and should never stop trying.
“My message to the young girls in the Far North is that it’s okay to be nervous.”
Miss Universe New Zealand director Maria Siayngco said Clifford stood out among more than 70 applicants.
She said Clifford was dedicated, commuting weekly from her home to Auckland for pageant commitments. She also juggled work, family and the pageant journey.
Siayngco said having representatives from regions like the Far North showed small-town youth that geographic isolation was not a barrier to national dreams.
“It gives a national voice to rural, regional communities that are often overshadowed by major cities.”
Historically, Northland has been under-represented because of the financial and logistical hurdles of travelling to major hubs, Siayngco said.
“This makes regional representation important.”
She said audiences could expect a modern yet culturally rich production highlighting contestant presence and advocacy over pageantry at the finals.
As a standard pageant requirement all over the universe, judges looked for the contestant’s overall quality – being authentic, a good communicator, and showing confidence and leadership – aside from physical aspects, Siayngco said.
The finals are at Sky City Theatre in Auckland on Tuesday, July 28. Tickets are available online.
Yolisa Tswanya is deputy news director at the Northland Age. An experienced journalist and newsroom leader, she holds a bachelor’s degree in journalism and reports on a broad range of issues across the Far North and Northland, with particular interest in health, education and community affairs.