From Precious
April 10, 2008
Samantha Alfred | Retail
Jivana Style Ltd, Unique Asian greeting cards
& gifts. www.jivanastyle.com
Precious: How and when did you come up with your business idea?
Essentially my business idea had been in my head for a number of years, but it was only over the last 3 or 4 years that I really began developing it.
I have always been creative and as far as I can remember I have always made birthday cards for family and friends, as well as making most of our Christmas cards, as I found those available on the high street did not represent the people I was giving cards to.
The business idea is unique British Asian greeting cards and gifts and Black British cards. A product that reflects the British cultures embedded in this society and that is designed and produced in the UK.
Precious: What did you do before you launched your business?
I had a corporate career working for a very large oil company in the city.
Precious: Tell us about the business planning stage.
Once I had decided that I wanted to run my own business it took me a while to figure out how I should actually set about doing it. So I talked to lots of people and took in as much advice as possible. Planning the business took quite a while, as there was so much to think about. But it was also fun, as it was a time to be really creative and positive about the future and there were so many possibilities. The “world was my oyster” as it were.
I found it hard to start with a business plan as it seemed such a huge task to undertake. So I wrote a plan in my own way – I researched the market, studied the various routes to market, decided on a marketing plan and started working out what it might cost me to set up.
Precious: Where did you go for advice and support on getting started?
I did hours of research on the internet, bought books on setting up a business, I attended the Business Start-Up exhibition at the NEC and talked to other entrepreneurs to get advice.
The Business Link website offered a vast amount of help and information, and when I called to speak to them they connected me with a local business advisor. This resource was helpful in the early stages as it was great to bounce ideas off someone with experience of setting up in business.
I tried to get as much advice as I could and found that there government offered lots of advice but not much in the way of actual finances or grants.
Precious: What setbacks did you encounter?
I've not encountered any great set-backs per say, but I found that some buyers were not ready to accept the Asian greeting card concept for the mainstream.
There is a stereotype that Asian cards are only given at Diwali and Eid. As a British Asian Christian I do not celebrate either of these religious festivals so this counts me out. My aim is to transform the market with my range of funky British Asian greeting cards and gifts and my new range of Black British greeting cards.
The cards I create are a positive reflection of the Asian culture – the cheeky cartoons are very bright and colourful, the skin tones are dark and varied with Indian facial features; the fabulous Asian outfits are fashionably traditional with a mixture if Hindi, Punjabi and English phrases.
The new Black British range has been designed with the same principles as the Asian cards. Fun and funky cards for everyone!
Precious: Did you start off working at home or in premises?
I work from home and so far it has proved to work well. I plan to move in to some office space in the near future, but only when I really need to. I think that for a start-up business it is best to avoid premises until absolutely necessary.
Precious: Has your business developed the way you thought it would?
The business has developed much faster than I had imagined and the products I have launched are much more successful than I had anticipated!
The response I have had for the products is fabulous and over a year later I am still getting great feedback which spurs me on to keep designing.
Precious: Apart from Precious, do you belong to any networking groups?
I am part of some online networking groups as I find this is the best use of my time at the moment.
Precious: What do you love most about what you do?
I love designing new products; I am a creative person so this is what I enjoy the most. Having said that though I do enjoy being a business owner and working for myself.
Precious: Are your family supportive of you?
Yes, they are now. It took a little while, but when they saw my first products and the photos from my exhibition stands I think they realised this is what I was going to do for a living.
Precious: How do you see your business progressing over the next
five years?
I believe the business has the potential of being massive and can see it develop globally with the Jivana Style brand becoming a household name.
Precious: What do you do to relax?
To relax I like to cook. I also like to go shopping or visiting my friends to wind down and talk about things other than business!
Precious: What's your advice to potential female entrepreneurs?
I believe anyone can have an idea and start a business; but to make have a financially successful one you need to find a unique opportunity, something no-one else is doing or make your business better than what is currently on offer.
Your passion and commitment for your business will shine through the product or service and this is what people buy into – so make sure you do something you really enjoy!