When there was no representation in the card aisle, Esther used to have to buy generic greetings cards instead – until she took her illustration skills and started crafting them herself. In vivid colour, she celebrates diverse families and shows kids what they can be.

Tell us about the inspiration behind This Is Mi’s diverse greetings cards.

I spent many years buying cute animal cards for family and friends. It all just became same-y! Then, when I had children and I had to give them birthday cards with animals on them – whilst buying cards for some of their school friends who were being represented [in the choice of cards] – I always questioned… is this it?

My children could give a birthday card that represented their white Nanny, but just a rabbit for their black Grandma. I thought to myself that I’d love it if someone would make cards that represent people like my kids and my mum.

It was during the COVID lockdown, when a birthday would pop up, that I started making my own birthday cards out of paper. Light bulb moment: I just brainstormed, drew and drew until I had a card collection.

Why is it so important for kids to see themselves represented in cards?

I grew up in a time when there really wasn’t any representation as a black child: not on a birthday card, in a book, or on TV. It’s so important that a child can see themselves out in the world; it shows them they are valued and what they can be.

I remember telling a school career advisor that I wanted to be a designer when I left school. They told me flat out that there are no black designers, and I should do sports! With my children’s cards, I try to show children just having fun, and offer a range of skin tones – so a child can see themselves.

How would you describe your contribution to the greetings card landscape, whether through your artistic style or simply in the way your cards champion diversity?

There are lots of great card makers out there, and it’s great to see how it has grown in recent years. There’s room for all of us!

I try to bring my own artistic style. I think it’s distinctive and unique with a focus on simplicity, fun, bright colours, and design that reflects modern life. I try to make sure each card is unique, with ideas and art drawn from my own inspiration and imagination. No AI here!

“I grew up in a time when there really wasn’t any representation as a black child”

What’s your experience in illustration and how have you developed your skills over the years?

I’ve always had a creative background, and I have a real love for all things design and illustration. Before having children, I had a career working in children’s publishing, but when my children were born, I took a career break, and studied some courses in graphic design.

I worked in my spare time as a freelance graphic designer and illustrator, and eventually started This Is Mi. But I am always going to be a lifelong learner. I have continued to develop and evolve as an illustrator, and I recently graduated from the HarperCollins Author Academy for underrepresented writers. Following this, I am working on ideas for a couple of children’s picture books, as well as new designs for This Is Mi, which I’m excited about!

What was your very first card and what was the feedback?

I was determined to get my first batch of cards printed in time for my mum’s birthday, so I could give her a card that represented her.

My first designs were No.1 Mum and No.1 Dad. Giving Mum the card brought a big smile to us both: no more animal cards!

How does your heritage and identity shape your business?

Bringing This Is Mi to life has been a creative joy influenced by my Jamaican heritage and being in a mixed family. The name came from my daughter seeing herself in a design and saying, “this is me!”, and I changed the ‘e’ in ‘me’ to an ‘i’ to reflect my heritage.

Our tagline – ‘cards that represent you, your family and friends’ – is about the diversity of our families and friends being seen and celebrated.

What has surprised you most about running This Is Mi?

The different hats you have to wear – being a designer, social media manager and accountant! Getting that home life and work life balance right is a challenge. Coming out of my comfort zone to network, especially as an introvert, can sometimes be overwhelming. I love meeting and talking about my business with people, but I also need to take time by myself to reflect and recharge.

What’s an important lesson you’ve learned as a business owner?

Customer feedback! It’s easy to forget that just because you poured your heart and soul into a design, some designs are just not going to work. Being able to listen to the views of your customers is really important, and can help improve designs or inspire new ones, but it’s also essential to maintain your style and values.

What’s a milestone you’d love to reach?

I’d love my cards and prints to be stocked internationally!

Thanks, Jamii, for your support, and for giving us this opportunity to share our journey, and thanks to all our customers, old and new. Watch out for us: we have exciting plans!

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