Concept with a Difference
Jivana Style has 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”
Ranges include the funky Masala Girls and Desi Boyz – for Birthdays and general occasions and the Chutney Kidz – quirky Asian, Black and English cartoons in traditional Christian and Asian wedding attire – servicing the growing need for multi-cultural wedding cards.
“Masala Girls” hit with Clintons
Jivana Style’s unique Asian greeting cards caught the attention of the UK’s largest greeting card retailer, Clinton Cards in February; after a successful test, a nationwide roll out to stores began mid-September, the week millions of viewers watched Samantha on Dragon’s Den.
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.” (Greetings Today, August 2006)
Onwards and Upwards
There has been immense interest from Independent Retailers and multiples. The supermarket giant Sainsbury’s are testing Jivana Style’s cards – success could mean further nationwide sales. Christian cards have been supplied to St Paul’s Cathedral, Asian cards to Fenwick’s Brent Cross and Fenwick’s Newcastle.
Sam is also working with a retail multiple in the Middle East, developing a specialist range for the market; the initial order has been delivered with a potential distribution deal on the table.
Jivana Style is working with two companies to develop the Masala Girls and Desi Boyz into an animated cartoon for television and mobile phone games and downloads. Currently the cartoon brand has been established with the expansion into a line of gifts including key rings, mugs, coasters, and fridge magnets; following this next year will be gift wrap and gift bags.
Jivana Style burst onto the scene just 12 months ago with a fantastic collection of Unique Asian Greeting Cards.
A British born Asian concept for a growing multi-cultural audience, the cards are designed and printed in the UK on recycled board and all gifts are produced in the UK.
Fabulous British Asian designs
The Masala Girls and Desi Boyz - fresh & funky Asian cartoons for birthdays and everyday occasions and Chutney Kidz - for multi-cultural weddings and anniversaries; the collection includes never before seen Asian Valentines, Mother’s Day and Father’s Day cards!
Ever the innovator, Samantha Alfred developed the first Henna Inspired greeting cards in the industry, drawing from her henna portfolio the fabulously intricate patterns are completed with glitter and hand finished with gems.
Jivana Style’s original and eye catching designs are a fusion of cultures resulting in an original contemporary collection.
Funky British Afro-Caribbean cartoons
Following the success of the Asian ranges, Jivana Style is pleased to announce the launch of a funky range of Afro-Caribbean cartoons at Spring Fair 2007 which have been inspired by British Afro-Caribbean culture.
The idea behind this fresh new range is simple – they are a true reflection of the British cultures that are emerging – British Asian and British Afro-Caribbean – offering a new range of designs for a market that is untapped.
These fun and quirky designs have been created using vibrant colours and fashion that reflect the culture perfectly. Many of the cards carry phrases that are relevant to the changing face of Britain, presenting the mixture of languages that is prevalent in many vocabularies these days.
Asian greeting cards prove a big success
Facing sharp-tongued business experts in front of an audience of millions didn’t stop greeting card designer Samantha Alfred realising her ambitions. Despite being turned away by the five-strong panel on BBC’s Dragon’s Den show, the tenacious businesswoman has closed a deal with Clinton Cards.
Her Asian cards have been in 20 of its shops, including Hounslow’s Treaty Centre store, and are set to take another 100 by storm.
“I wanted to create a card aimed at people of Asian heritage born or living in Britain because I thought there was a real gap in the market,” said Mrs Alfred, 33 of Burket Close, Norwood Green.
“I’ve designed all the cards myself in a cartoon-style and the character are all based on friends and family.
”The ranges are called Masala Girls, Chutney Kidz and Desi Boyz.” A degree in art and English from Roehampton University channelled Mrs Alfred’s creative streak, and after more than 10 years working in human resources for oil company BP, she knew it was time to get back to her roots.
After taking redundancy last year, she was inspired by husband Eddie, 37 to follow her heart.
“My husband runs his own chauffeur business and is always so happy, ” added Mrs Alfred. “I thought ‘I want a piece of that’ and decided to get into card designing full time.
”I have always made cards myself - you’d often see me producing 200 Christmas cards for friends and relatives - so it was a logical step.”
Dad Subhash, 68 and mum Asha, 60, of Southall have been astounded by their daughter’s success.- apart from the downside that she no longer has as much time to see them.
But with a test batch of cards already delivered to Sainsbury’s and more on sale at Fenwicks department stores, it looks like Mrs Alfred could soon have less free time.
Check out the cards at www.jivanastyle.com
