After 10 years working in the oil industry Samantha Alfred was made redundant. She saw it as a sign, and rather than searching for another job, she decided to take the plunge and start her own business.

Confident her exposure to everything from HR and branding to operations and strategic planning would give her a good head start Jivana Style, the design-led Asian greeting card, was born. And it’s a storming success.

"I knew it was the right time to go for it when I was made redundant, and so with no job and a head full of dreams I began searching for my ideal business. It had to be creative, and it had to be something I loved doing."

Getting started
"Following some heavy research into the UK greeting card industry I saw the opportunity I was looking for and grabbed it. There was a huge gap in the market for Asian greeting cards that readdress the stereotype and cater for everything from birthdays to multi-cultural weddings.

"I hooked up with a local business advisor from Business Link, sought advice from other entrepreneurs, registered with the Greeting Card Association, and started working on some designs. Putting pen to paper I created the funky Masala Girls, the Desi Boyz, and some quirky Asian, Black and English cartoon characters called the Chutney Kidz. The next stage was starting the machinations of producing the designs as cards to sell.  

"The business developed far more quickly than I had ever expected; the market seemed to be ripe for my cards. I also benefited from some fabulous PR. After being featured on the BBC’s Dragons’ Den I enjoyed regular publicity in both local and national press.

"I now supply my cards to 100 Clinton card stores nationwide – seeing my products on the shelves of the largest card retailer is just brilliant. I have also have tested my range with a large supermarket chain, and have supplied cards for Fenwick’s and St Paul’s Cathedral shop.

"Capitalising on the success, I realised there was a need for fun, design-led cards for other niche markets, and have just launched a range of cartoon African Caribbean cards too."

Obstacles
"I set up the business from home, without any outside financial backing. Work can be stressful at times, but I seem to thrive under pressure and am much more confident in myself than I ever was when I was working for someone else. There’s nothing more rewarding than knowing I’ve created this business from scratch.

"My family has been extremely supportive, and I couldn’t have achieved what I have without the help of my husband – he helps me at all my exhibitions."

Words of wisdom
"It’s hard work running your own business; you need to be organised and committed, and ready to wear many hats – owner, designer, general dogs body. But at the end of the day, it’s worth it. Making my business a hit is a wonderful feeling."

www.jivanastyle.com
info@jivanastyle.com