MULTI-CULTURAL GREETINGS CARDS OPEN UP NEW MARKET

Southall-based Samantha Alfred has launched a new line of British Asian greeting cards that reflect Britain's multi-cultural society.

Samantha, 34, who started the Jivana Style greetings card company after being made redundant, believes she has spotted a gap in the marketplace...and is successfully selling her new designs into Clinton Cards and Fenwicks.

Says Samantha: "The Jivana range aims to address the gap in the market. As a British-Indian, I felt that there was a need to design cards that reflected Britain's multi cultural society. The cards are inspired by India, henna patterns and Asian culture fused with British lifestyle."

After spending 10 years working for an oil company in the city, Samantha was made redundant and took the opportunity to start her own business. Six months of research into the greeting card industry showed a gap in the market and in 2006 she set up Jivana Style Ltd.

She soon found herself on Dragon's Den and although she didn't convince the Dragons to invest, the show provided the drive to push her business forward. It paid off and she now supplies her range of cards to Clinton Cards, Fenwicks and 40 more independent retailers.

Recently Samantha called upon the help of the London Manufacturing Advisory Service to help her to expand her business.

"The company had grown to a certain point, and with no real business model to compare my business to, I needed advice on how to progress to the next stage."

Manufacturing Specialist Kourosh Saminipour says: "Jivana Style was facing many of the challenges of typical small businesses. We looked at ways of gaining financial support and developed a marketing strategy incorporating new product development and branding to generate the sales needed for the expansion."

Samantha designs all Jivana Style's greeting cards, Indian style wedding invitations and Desi gifts for South Asians, Indians and all multi-ethnic audiences.

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