Celebrating Black History Month with Anita from Diverse

To celebrate Black History Month, we will be championing our Black artists, designers and retailers throughout a series of blog stories and social features. We caught up with Anita who runs the Brixton based jewellery and gift shop, Diverse. As well as being a loyal trade customer of East End Prints, Diverse has been trading in Brixton for over 20 years. We chatted with Anita about the gentrification of Brixton and the challenges of being a Black, female business owner. Explore Anita’s beautiful gifts online here or head down to Coldhabour Lane in Brixton to pop into the shop! If you're interested in stocking East End Prints in your store, get in touch with our wholesale team.

We can see you started out by selling jewellery in Brixton during the 90s. Can you tell us a little more about the story behind Diverse and what inspired you to create the brand you own today?

The business was kind of a hobby that grew. At the time I was new to London (I came to London from Birmingham to develop my career in training). I knew nobody and I would keep running back to the Midlands every weekend. I started trading to occupy my time and help me establish roots in London.

They say in business you should sell what you love and I’m a massive jewellery fan, so when I accidentally found myself in Berwick Street one night (the area was the wholesale jewellery district back in the day), I took that as a sign that I was meant to sell jewellery. So I took a stall in Brixton market and sold jewellery there on Saturdays, and did my full time job during the week.

The stall was a great success and when I moved into a shop a few years later, I added gifts and cards to round out the offer. I specialised in cards and gifts that reflected the cultural diversity of Brixton. In fact, that was how the shop got its name.

How do you feel about the way the area has changed? Has this impacted your business in any way?

I’m not going to lie, initially I was resentful about it. I saw improvements suddenly being put in place that as locals and business rate payers we had been asking for, for years, without being heard. I was angry that businesses and residents that were traditionally part of the Brixton landscape were being priced out of the area. I was also frustrated at the impact the growing night-time economy was having on the local environment in terms of noise, waste and (unchallenged) anti-social behaviour. However, the changes have transformed the area from one that was feared and reviled to a destination worth visiting, and that has been good for my type of business. Our turnover has increased and the way the area is developing has enabled many Brixton businesses to bounce back after several enforced closures due to COVID. While the problems I’ve mentioned remain, as a business, we have benefitted from the change.

Have there been any significant obstacles you have had to overcome as a female, independent business owner?

I’ve encountered many difficulties over the years, and I was never sure whether they were because I was female, Black or based in Brixton, which had a terrible reputation when I started my business.

Raising finance is always an issue in business but when you’re Black and female, it can be even harder unless you’re lucky enough to find a lender that’s actively interested in supporting your demographic. There just isn’t the confidence that you’re competent and you know what you’re doing.

Getting access to trade credit was another problem, even though myself and the business have a sound credit history. It’s less of an issue now, probably because the industry is not as discriminatory as it was. Also, back in the day, I became very adept at not revealing I traded in Brixton at trade shows because orders wouldn’t materialise and agents wouldn’t keep appointments but it’s the complete opposite now.

Do you have any unique stories from the area that you can share with our readers?

Well, it’s the birthplace of David Bowie and Sharon Osbourne, and Vincent Van Gogh lived here as did writer and activist, CLR James. We have a working windmill, our own currency (the Brixton Pound) and a restaurant run by prisoners (The Clink, in Brixton Prison). Brixton is also the spiritual home of the African-Caribbean community in London.

What is your favourite EEP print or card you sell and why?

Anything by Garima Dhawan. I love the colour and boldness in her work and so do my customers. She’s probably our best-selling EEP artist.

Do you have any exciting news or upcoming projects you would like to share with our readers?

We were recently nominated as a finalist for best greeting card retailer in London and we’re the exclusive supplier of merchandise for the Brixton X Harlem initiative that twins Brixton with Harlem in New York.

Quickfire Questions

What do you do for fun outside of work?

Yoga and sleep.

Favourite place to eat in Brixton?

Express Café in Market Row, a traditional caff with full-fat everything and generous portions.

Favourite playlist to have on repeat in the shop?

Anything afrobeats.

Where is your favourite holiday destination?

Tobago. It’s the only place I’ve been to where I was ready emigrate there and then.

If you're interested in stocking East End Prints in your store, get in touch with our wholesale team.