Birmingham artist establishes Asian card business after accessing Government funding

A BIRMINGHAM artist has set up her own business selling hand-designed cards and stationary aimed at the Asian market.

Anisha Chauhan, 25, spotted a gap in the market when she was working for one of the country’s biggest  greeting cards companies – but had no idea how to turn her idea into a successful business.

She said: “I was the only Asian designer at the very well known company I was working for and I realised no major retailers seemed to stock attractive, contemporary cards for Asian festivals like Eid or Diwali or aimed at the market in general.

“I knew they would be popular, especially in places like Birmingham where we have such a big Asian community. What I didn’t know was how to set up a business. It was daunting, I didn’t know where to start.”

As she was on Jobseeker’s Allowance, she was able to access financial assistance available through the Government’s New Enterprise Allowance (NEA), delivered in Birmingham by public services provider A4e.

The scheme also offers free support and mentoring so A4e helped her draw up a viable business plan, understand cash flows, marketing, tax, insurance and provided a reassuring sounding board for her ideas.

She has tapped into the Asian wedding market with invitations, wedding table name cards and money wallets, traditionally given as gifts, and has been picking up business through word of mouth.

She is now looking to push her marketing, expand into handmade, personalised mainstream cards and stationary and hopes eventually to see her designs on sale in stores across the country.

She said: “I had never thought about being a businesswoman before. It’s easy to be put off by all the things that could go wrong, the paperwork, the fear of failure.

“But A4e were brilliant and gave me the confidence and support I needed to get it off the ground. My A4e advisor and mentor Arshad Mahmood was an absolute star. I was blown away by the help and advice that was provided. With Arshad helping me with my business plan I felt so much more confident. Coming from an art and design background, you could say I was a bit clueless, but Arshad was very understanding of that.

“He kept me motivated and my plans on track. I attended all the workshops that were available and it was really helpful and inspiring to meet other people like me and bounce ideas around.”

The New Enterprise Allowance, which was launched in April 2011, aims to help unemployed people who want to start their own business. NEA is available to Jobseeker’s Allowance (JSA) claimants aged 18 and over.

Participants receive help from a volunteer business mentor who will provide them with guidance and support as they develop their business plan and through the first six months of trading. Once participants have demonstrated they have a viable business proposition with the potential for growth in the future, they are able to access financial support.