Jivana Style Ltd

Samantha Alfred spotted a gap in the British market for Asian design-led greetings cards which cater for the needs of the British Asian culture. She felt that the UK greeting card market was stereotyping Asian cards, limiting them to Eid or Diwali, and saw an opportunity to cater for a growing multi-cultural market. Her original designs have caught the eye of the UK’s largest greeting card retailer, Clinton Cards, winning her a nationwide roll-out to stores which began in mid-September. She tells startups how she got her business off the ground.

Name: Samantha Alfred
Age: 34
Business: Jivana Style Ltd
Type of business: Asian greeting cards & gifts
Start date: February 2006

When did you first decide you wanted to start your own business?
I took redundancy from my 10-year corporate career in a large oil corporation last September and decided to follow my dreams. I always wanted to run my own business, and when the redundancy came up, I thought it would be the ideal time to take the plunge.

Tell us about your business
I design unique Asian greeting cards – a British born Asian product for a growing multi-cultural market. Every creation is fresh and original, fusing the bright and colourful elements of Asian culture and the East with Western quality and design.

All cards are designed and produced in the UK, with the majority being printed on recycled card; our cards are design led everyday greeting cards that cater specifically for the needs of the British Asian culture.

The ranges include original Asian cartoons – the Masala Girls and Desi Boyz as well as the Chutney Kidz; hand finished henna inspired designs and unique contemporary Indian art inspired cards.

Since the successful launch of the Asian greeting cards, I have also developed further products, including ceramic mugs, key rings, coasters and fridge magnets. This list will be developed further - watch this space!

I have been making and sending my own Christmas card designs and bespoke birthday cards to friends and family for years, as I was never satisfied with the designs I found on the high street.

Was your decision to start a business inspired by any other companies or individuals?
Ever since I can remember I have wanted to be my own boss. But it was only last year, after my redundancy and 10 years of business experience, that I felt equipped to actually make a go of it.

It was actually my husband who both inspired me and encouraged me to set up my own business. He runs his own executive chauffeur hire company and I saw how enthusiastic and fulfilled he was running his own business and being his own boss.

What makes you think there’s a market for your business?
There are very few greeting cards available in the mainstream catering for British Asian and multi-cultural audiences here in the UK, and this has been generally accepted by the industry as a shortcoming. Cards have been imported from overseas, namely India, but these have often fallen short on the quality and design aspects.

Additionally, the UK greeting card market stereotypes Asian cards, limiting them to Eid or Diwali; while these festivals are important, as a British Asian Christian I realised this was an incomplete picture, and good quality everyday greeting cards for multi-cultural markets were needed.

I researched the market and investigated industry news, looking for anyone currently selling Asian everyday greeting cards. I did not find anyone, and realised that there was a gap in the market.

All things Asian have become very popular and integrated into UK lifestyle, from Bollywood, curries, Asian comedy, bhangra and classical Indian music, fashion and clothing inspirations. So why not greeting cards? There is definitely a niche in the market that has been left unfulfilled for some time - and my business fulfils this.