Winter 2024 - 62

A Sense of BELONGING
Asha Banks
BY CARLY MCFADDEN
Managing Editor
From wholesalers to retailers and consumers,
the gift industry continues to embrace diversity.
T
he evidence is clear: Diversity helps
businesses thrive.
Diversity is crucial in every industry
as it contributes to better conversation, employee
participation and decision-making. In fact,
diverse teams (made up of a range of ages,
genders and geographics) make better decisions
86% of the time, according to a Cloverpop study.
" For the gift industry in particular, [diversity]
is especially crucial as women- and minorityowned
business make up the majority of small
businesses and, yet often face the most hurdles, "
said Anjarae Hamilton, head of retailer sales at
Faire. " It's important that we empower them and
level the playing field so they can thrive. "
This sense of empowerment can also be
extended directly to the gift industry's end user.
At the end of the day, customers want to feel
represented when shopping. This notion is more
prevalent than before, with Gen Z being the
most racially and ethnically diverse generation
ever, according to Pew Research Center. And
as that generation continues to gain purchasing
power - the oldest Gen Zers turn 27 in 2024 -
they will continue to prioritize brands whose
values align with their own.
" Consumers
today are more
attuned to
spending based on their values and principles
than ever before, " Hamilton said. " This presents
a huge opportunity in retail, especially for Gen Z,
who have an estimated $360 billion of disposable
income that will only increase as they reach
financial maturity. ... Stocking your store with a
diverse range of makers and businesses widens
the scope of consumers you may attract based
on their individual values and beliefs. "
Gift Shop®
across Faire's " community " categories (BlackOwned;
LGBTQ+ Owned; AAPI-Owned; and
Latino-Owned) to learn the stories behind their
businesses and gather their insights on diversity
in the industry.
62 WINTER 2024 GIFT SHOP® PLUS
CHEERNOTES
Tell us about your company
and its mission.
CheerNotes celebrates and amplifies
the voices of underrepresented
communities through our greeting
cards and stationery products. We partner with
talented, diverse artists, aiming for authentic selfexpression
and genuine representation of diverse
cultures and experiences. By creating a platform where
these artists can showcase their work, we are not only
enriching the stationery industry but also promoting
economic empowerment and growth for creatives
who might otherwise be overlooked. Our mission is
to create a ripple effect of inclusion, representation,
connection and cultural celebration.
What inspired you to launch your business?
As someone who loves the tradition of sending
cards, I often found myself searching for cards that
resonated with my culture
and experiences but was
left feeling unseen by the
options available.
took a few conversations to
learn I was not alone. Like
me, others turned to indie
makers but were facing the
challenge of
Plus interviewed four makers
they needed in time.
This gap spurred me into
action. I left my corporate
job, determined to be the
change I wanted to see in
the world. I launched our
online shop in 2020 and by 2021, I embarked on the
adventure of developing our own line. My aim was
to co-create with our community and bring forth
It only
finding what
Winter 2024

Table of Contents for the Digital Edition of Winter 2024
