We asked KitsCH Noir founder; Cherelle, some questions into her experience as an entrepreneur and how KitsCH Noir came to be:
What inspired you to create Kitsch Noir, and how did your personal experiences shape the brand?
I was inspired by the box of cards and stationery I had collected over the years, some cards that were given to me on special occasions and some that I had bought for others and not used yet. They ranged from funny to beautiful but they all had one thing in common, none of the imagery or illustrations on them looked anything like me, my friends or family. I couldn't believe I had lived my whole life receiving my favourite products (stationery) and just accepting that the designs were never considerate of black recipients or consumers. I knew I wanted to make a change.
Have you always been a creative person, or was entrepreneurship something you grew into over time?
I've definitely always been a creative babe lol! I grew up drawing on the weekends, when I should've been doing my homework and really thriving in art and media classes. I loved creating my own stories and drawing the characters! In my early adult years, I was always thinking of new ways to make money with my best friend (We're still like that now to be honest!) And I was highly influenced by my father who has always been an entrepreneur. That being said, I think entrepreneurship is a never ending journey. I feel like I learn new things everyday.
What challenges did you face when breaking into the greeting card industry, and how did you overcome them?
I often felt like I wasn’t taken seriously, as many stockists dismissed my designs, claiming they "didn't fit their audience." This baffled me—how could they be so sure if their customers had never even seen the cards? In doing so, they were closing themselves off to an entirely new audience. However, through constantly having to justify my work, my vision only became clearer. It really helped me to distinguish the stockists that I actually wanted to work with.
What has been the most rewarding moment for you since launching Kitsch Noir?
I have many! Every single year that goes by is so rewarding! However It was really special seeing my cards displayed in Waterstones for the first time. Especially in parts of the UK that are so far from home. It amazes me every time! A recent proud moment would have to be selling out of my new Gratitude journal, a product that I use everyday which has resonated with and helped so many others.
How do you ensure that your designs and messages continue to resonate with your audience as the brand evolves?
I keep super close relationships with my customers and often create surveys to understand what they want to see next. Whenever they have feedback I am all ears. I love attending physical events and allowing them to ask questions and make suggestions. And last but not least - I host fun vision board workshops which also gives me a chance to learn more about my customers and their needs.
How do you think Kitsch Noir has contributed to changing the perception of greeting cards and stationery for Black communities?
I think it has allowed our community to see themselves in a soft light that is familiar to us and welcoming to others. KitsCH Noir designs stand out as we are now able to see illustrations of ourselves being happy, doing normal, everyday things which was so weirdly, rare to come across. The sense of humour portrayed is also always family friendly and provides laughter in a tasteful and non offensive manner to our culture.
What advice would you give to aspiring entrepreneurs who want to start a culturally significant brand?
As much as society may tell you - 'There isn't a need' for your product, always remember that if there is a desire inside of you and you know that you would pay someone for the products or services you are supplying - There is 100% a massive NEED for your brand. Just because the industry hasn’t fully embraced you yet doesn’t mean there isn’t demand. Keep going, keep your eyes on the prize and don't take negative 'advice' from someone who knows nothing about your community.
What’s one lesson you’ve learned that you wish you knew when you first started Kitsch Noir?
You don't need to be everywhere to be successful. You don't have to say yes, to everything. Just because something presents itself as a 'good opportunity' doesn't always mean it is. It's ok to say no.
If you could design a greeting card for your younger self, what would it say?
Follow what makes your heart sing and you'll be fine.
How do you like to unwind after a long day of running your business—any self-care rituals or must-haves?
Recently I LOVE to switch off and unwind by colouring! After a hot bath, I put on my cosiest PJ's and colour! I put my phone on 'DND' play my Lofi Chillhop Affirmations and colour for hours! I have completed so many colouring books that I thought it was about time I created my own! It feels so therapeutic and seeing the result at the end is so so rewarding.
