Seeing shelves stacked with predictable palettes and mass-produced nursery essentials, Dominique Gordon-Jackson saw a gap for vibrant patterns inspired by African heritage. What started out as a pandemic passion project became Xari Noir: handcrafted, soft, sensory baby toys that blend culture, comfort and developmental enrichment. Here is how Dominique designed comforters that kids can’t sleep without.

What is Xari Noir?

Xari Noir is an African-inspired brand creating handcrafted comforters and sensory toys made with vibrant Ankara print fabrics. Rooted in culture, we’re building a growing collection that evolves with our community.

Our mission is to bring together culture, comfort, and joy creating meaningful pieces that provide reassurance, sensory enrichment for little ones and beyond.

What’s the meaning behind the name?

‘Xari’, inspired by the name Zari meaning ‘golden’, reflects value and radiance, while ‘Noir’ honours pride in Black heritage. The distinctive spelling with an “X” symbolises uniqueness. Together, the name celebrates bold cultural expression and the confidence to stand firmly in who you are.

What inspired you to create colourful soft toys for children?

Xari Noir began as a passion project during the pandemic, when I started crafting thoughtful, handmade gifts for loved ones. I grew tired of the neutral, ordinary baby items on the market and recognised a gap for pieces that felt vibrant, expressive, and culturally rooted. Representation matters and joy should be present in even the smallest of gifts.

What makes them great for babies’ development?

Our toys are thoughtfully designed with sensory enrichment at their core. Bold patterns, contrasting colours, and varied textures help stimulate visual and tactile development, while remaining soft, soothing, and perfect for everyday comfort.

What’s the process behind handcrafting each toy?

Each piece begins with carefully selecting complementary Ankara fabrics alongside soft, baby-friendly materials. Designs are refined and tested for shape, texture, and durability to ensure they offer both comfort and developmental value. Every item is handcrafted with intention, care, and close attention to detail.

Why is it important to feature African prints in your toys?

African prints carry history, storytelling, and identity. Incorporating them into children’s products weaves culture into everyday life and sparks meaningful conversations. It’s about celebrating heritage proudly and ensuring it becomes part of a child’s earliest memories.

What’s been the best review you’ve received?

Hearing a parent say their little one won’t sleep without their Xari Noir comforter has been incredibly special. Knowing something I created brings daily comfort and becomes part of a little one’s routine is a powerful reminder of why I started.

Once you had the idea, how did you get started?

I began with purchasing a sewing machine and sourcing high-quality fabrics, then moved onto creating prototypes while balancing my full-time job. As my vision grew clearer, during my travels to Senegal and Ghana I sourced fabrics directly supporting local businesses, building connections, and learning the stories behind the textiles.

It took a lot of patience, late nights, and consistency, but I believed in the vision and built it step by step.

What’s been your proudest moment so far?

One of my proudest moments was in 2024, when I had the opportunity to showcase and sell my collection during a residency with My Runway Group at Somerset House. Hearing people pause to admire the products and their quality and share that they wished pieces like these had existed when their children were younger, was incredibly affirming. Seeing families genuinely connect with the brand and emotionally value our pieces means everything. It’s a milestone I’m truly proud of.

What future milestone would you love to reach?

I would love to see Xari Noir stocked by major retailers and recognised internationally as a go-to brand for culturally-inspired baby sensory gifts, while continuing to expand our product range and build a strong, supportive community around the brand.

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