All Shades Cards was an accidental business. Amanda Kinghorn wasn’t planning to be a founder – she was just frustrated. When she’d spent years searching the shelves for cards that reflected Black culture, the lack of choice pushed her to start making her own designs with her ear close to the community. From birthdays to baby shower cards, every card starts with a real customer request or need – because her purpose is to root her range in representation.

How did All Shades Cards begin?

All Shades began from the simple frustration of not seeing people like me and my community represented on cards. I wasn’t trying to start a business; I was a customer searching for something that reflected the people in my world. When I couldn’t find it, I created it.

You have a large range that covers all kinds of occasions, tastes and age milestones. How has customer feedback helped you grow the range?

I don’t follow the rules of the industry; I don’t sit down to create a ‘range’ of eight or 12 cards. I create based on what people ask for. When I’m doing markets or pop-ups, I get to hear what’s missing – a birthday card for a young Black boy, a baby shower card, something for a natural hair celebration. That’s what shapes the range. It has always come from what people say they need.

How does your heritage and identity shape your business?

I’m Black and African, born in the UK – and like a lot of us, I grew up sensing that being African wasn’t always something to be proud of. There was this quiet shame built in from early on, and I had to unlearn that.

All Shades is my way of changing the narrative. Most of my cards show brown skin because that’s what was missing – not just for me, but for the people in my world.

Every time someone stops at a market stall and says, “I’ve never seen cards like this before,” it confirms why this matters. Even when they’re not the customer (maybe they don’t have someone to give a card like this to), they notice. And that visibility is part of the work.

“Most of my cards show brown skin because that’s what was missing”

What was your first card and how has the range since expanded into stationery and gifts?

I launched All Shades and started trading in December 2022, and a Black Santa design was my first card. It was a fun take on what we usually see each Christmas; I wanted to challenge the stereotypes, and people got it straight away. It became my bestseller for two Christmases running.

Since then, the range has grown to cover everything from birthdays and milestones to everyday moments, with the same focus on representation. I’ve also added calendars, notepads, journals, gift wrap, pins and other gifts like bottles, bags and yoga mats. Every product still comes back to that core purpose – helping people feel seen – and are a natural progression of what my customers were asking for.

What’s the process of designing a new card, from initial inspiration to design and then to production?

I’m not led by industry rules. I design based on what people are asking me for directly, or what shops tell me their customers want. That probably makes me less palatable to the industry – but the people are my focus.

Once I know what’s needed, I usually have a clear image in my mind straight away. I always ask: who is it for, and will they feel seen?

Because the idea came directly from the people I serve, I already feel confident it’ll be well received. From there, I bring it to life in my usual All Shades style – bold, modern, and distinct.

What’s the feedback that your cards usually receive?

Honestly, I’m always surprised how many people – even in 2026 – still haven’t seen an offering like this before. The positivity makes my day when I’m out at a pop-up, especially when someone says, “This card looks just like my cousin” or, “that reminds me of my mum.” That kind of feedback lets me know I’m in the right lane, doing something meaningful for my community.

The only space where I’ve felt less interest is the mainstream – the big high street card shops. So, I do have some questions!

What would you say to someone who didn’t understand the need for diverse cards?

Honestly? If someone doesn’t understand the need for diverse cards, it just shows how much they’ve always been catered to.

It’s not complicated: if every aisle you’ve ever walked down has cards that reflect your life, your family, your celebrations, then of course you won’t notice what’s missing. But for us, that absence has always been loud.

And it’s not just individuals: the big high street card shops are just as guilty of acting like we don’t exist. Diverse cards exist because we exist. Our stories, our milestones, our joy deserve to be reflected too. So if someone still doesn’t get it in 2026, I’m not here to explain it to them; I’m here to serve the people who’ve been waiting for it.

“If someone doesn’t understand the need for diverse cards, it just shows how much they’ve always been catered to”

As a business owner, what keeps you going when things get tough?

Card sales naturally spike around big moments like Christmas, Mother’s Day, and Valentine’s – but birthdays, thank yous and everyday sentiments mean I’m selling year-round.

What keeps me going when things get tough is knowing there’s demand – real people want this. The feedback I get reminds me I’m building something meaningful. So, in the quieter moments between those peak times, I focus on developing new products and shaping the business so it can grow, scale and stay relevant all year round.

What’s a milestone that you want to achieve with the business?

One milestone I’m focused on is growing the online side of the business so it works even when I’m not physically out there. I want more people to find All Shades – whether they’re Googling, scrolling or shopping late at night – and be able to say, “Yes, this is what I’ve been looking for.” The goal is to build something sustainable and visible, that lives beyond pop-ups and events. It comes with time, and I’m working on it.

What’s the biggest lesson you’ve learned?

That you can build something meaningful without following the “rules”. I didn’t start with a plan or investors – I started with a need, and that’s what’s carried me. You don’t have to do things the traditional way to succeed, move forward or create something that matters.

–

Jamii members get 15% off All Shades Cards – find out more