Samantha Alfred of Jivana Style Ltd entered the BBC2 television programme, Dragons Den, which was aired on Thursday 14th September 2006, and emerged unharmed.

Despite the Dragon’s comments, Sam pitched her business idea confidently and left the Den undeterred, fired up to prove they had missed an opportunity to invest.

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. 

Note to Editor:

Samantha Alfred took redundancy 12 months ago, leaving behind a 10-year corporate career, taking this opportunity to follow her dream.  Within 5 months, Jivana Style Ltd was incorporated and the unique Asian cards were launched at Spring Fair 2006, a major UK trade exhibition.

Cards are created and printed in the UK, a design led product fusing Asian culture with Western quality, resulting in a truly British Asian product.  The originality of the product has captured the attention of the UK Greeting card industry, being widely reported in national trade press, local media and online magazines.

For more information contact or interviews: This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

www.jivanastyle.com   Tel: 020 8574 3085 or Mobile: 07930 508 937