In Conversation with Georgina Fihosy, Founder of AfroTouch Design
October is Black History Month in the UK — a time to reflect, recognise and celebrate the contributions of Black individuals and communities across all sectors. At the GCA, we’re proud to spotlight the creativity and entrepreneurial spirit of our Black-owned member businesses.
This Q&A series has been launched by Sarah-Jane Porter, who now heads up the GCA Council Diversity & Inclusion Sub-committee, and continues to champion representation and inclusion across the industry.
In this first edition, we’re joined by Georgina Fihosy, founder of Afro Touch, to learn more about her journey, inspirations, and what’s next.
What’s the name of your company?
Where is your business based?
We’re proudly based in the UK, operating online and were stocked in major retail outlets and independent stores.
Can you share a little about your background and who you are?
I’m Georgina Fihosy, a London-based pharmacist by profession and a creative entrepreneur by passion. By day, I work as a Strategic Account Manager in the pharmaceutical industry, and by night I run AfroTouch Design, a business born from a desire to bring more representation and cultural pride to the greeting card industry. I’m also a mum of three, so balancing family, work and business has been a huge part of my journey.
What first drew you into the world of greeting cards?
I struggled to find greeting cards that reflected me, my family and my community. Everything on the high street felt generic, and I wanted something that celebrated our culture. So, I decided to design my own cards, and that’s how AfroTouch Design began.
What challenges have you faced on your journey so far, and how did you overcome them?
The biggest challenge has been breaking into an industry that wasn’t always inclusive. It took persistence to get retailers to take notice, but I stayed true to my vision. I also lost some wholesale accounts along the way, which pushed me to refocus on direct-to-consumer sales and explore new B2B opportunities. Perseverance and building community support have been key to overcoming those hurdles.
Looking back, what moment in your career has made you feel most proud?
Becoming the first Black female-led greeting card publisher stocked in Waterstones is a huge milestone I’m incredibly proud of. It showed me that representation matters and that change is possible when you challenge the norm.
Where do you look for inspiration when creating new card designs?
I draw inspiration from African culture, traditional prints, my heritage and everyday life. My aim is always to create designs that spark joy and pride in identity.
What’s the most memorable card you’ve ever received?
One of the most memorable cards was from my children on Mother’s Day, simple, heartfelt and full of scribbles. It reminded me why greeting cards are so powerful, they capture emotion in the simplest way.
Do you have a personal favourite card you’ve designed? What makes it so special to you?
I have so many by more recently my favourite has to be one from the Culture & Pride collection I designed for Black History Month. It embodies exactly why I started AfroTouch Design – to celebrate Black culture unapologetically, and to give people cards they can truly identify with.
Who or what has had the greatest influence on your creative process?
My family and my heritage. I grew up surrounded by vibrant colours, textiles and traditions, and that continues to feed my creativity today.
What excites you most about your work and the business you’ve built?
Knowing that I’m making a difference, not just through the products, but by opening doors for more diversity in the greeting card industry. I love hearing from customers who say, “Finally, a card that looks like me.” That impact excites me every single day.
What’s next for AfroTouch?
We’re expanding into corporate gifting and B2B services, offering businesses culturally representative cards to connect with their clients and teams. I’m also working on growing our online presence and building new collections that continue to celebrate culture with pride.
Thank you to Georgina for sharing her story and creative journey with us. AfroTouch continues to inspire with its bold designs and cultural storytelling. Check out Georgina’s amazing designs on the AfroTouch Website.
Stay tuned throughout October as we spotlight more incredible GCA member businesses and celebrate creativity during Black History Month.
