Celebrating Creative Cards

Samantha Alfred of Jivana Style Ltd entered the BBC2 television programme, Dragons Den, (a TV show which gives financial support to budding entrepreneurs), in September last year, she may have emerged empty handed but remained undeterred.

Just over a year ago, Samantha Alfred took redundancy , leaving behind a 10-year corporate career, and taking the opportunity to follow her dream, developed a unique card concept: Asian design led greeting cards for British, Asian and Multi-cultural audiences – fulfilling a gap in the UK market.

Sam says: “Inspiration for my designs comes from growing up in Southall, a diverse and multi-cultural community; my experiences of traditional Asian culture and life as a British Asian Christian.

“I realised there was a huge gap in the market for Asian greeting cards, since the high street’s idea of Asian cards was limited to Eid or Diwali; I felt the stereo type needed to be addressed so I set up my business offering fresh new Asian cartoons and Henna inspired designs for everyday”

Jivana Style’s unique Asian greeting cards have caught the attention of the UK’s largest greeting card retailer, Clinton Cards. Brett Smith, Purchasing Director, Clinton Cards said the introduction of Jivana Style to the chain:

“We’ve been aware for a while for the need to serve the Asian community, but hadn’t found anything that was quite right. Sam’s style is young and fresh, and caters to those target customers and she really hits the nail on the head. There are a few different ranges and we’re going to use all of them.”

Following the success of the Asian ranges, Jivana Style has launched a funky range of African-Caribbean cartoons which have been inspired by black British culture.

Email: info@jivanastyle.com

Website: www.jivanastyle.com

www.watermans.org.uk