In Conversation with Cherelle Brown, Founder of Kitsch Noir
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 was 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 edition, we’re joined by Cherelle Brown, founder of Kitsch Noir, to learn more about her journey, inspirations, and what’s next.
What’s the name of your company?
Kitsch Noir
When was the company first set up?
2018
Where is your business based?
We’re based in London, UK.
Can you share a little about your background and who you are?
I’m Cherelle, the founder and illustrator behind Kitsch Noir. I started the brand to better represent Black joy, culture, and everyday experiences in the stationery world. My mission has always been to create cards and products where people feel seen, celebrated, and represented.
What first drew you into the world of greeting cards?
I’ve always loved the way cards can make people feel, it’s such a small gesture that carries so much meaning. But I noticed a huge lack of diversity and representation on the shelves. That’s what inspired me to design cards that reflect my community and celebrate Black culture authentically.
What challenges have you faced on your journey so far, and how did you overcome them?
One of the biggest challenges has been carving out space in an industry that has historically overlooked diversity. It wasn’t always easy to convince stockists that there was a real demand for inclusive designs. Overcoming this meant staying true to my vision, connecting directly with my audience, and using social media to amplify the message until buyers couldn’t ignore it anymore.
Looking back, what moment in your career has made you feel most proud?
Being stocked in Waterstones, because they recognised the importance of what I’m building. But honestly, every time I see someone light up when they find a card that looks like them, it makes me proud all over again.
Where do you look for inspiration when creating new card designs?
Inspiration comes from my community and everyday life. I pay attention to the small things like family gatherings and cultural expressions that make people feel connected and celebrated.
What’s the most memorable card you’ve ever received?
A handmade birthday card made by my God daughter, it wasn’t perfect, but it was so personal. It reminded me that the value of a card is always in the thought and love behind it.
Do you have a personal favourite card you’ve designed? What makes it so special to you?
Yes! One of my favourites is the ‘You Deserve It All” card. It’s one of my many designs where I always see a customers’ face light up with recognition when browsing, and it reminds me exactly why I started Kitsch Noir.
Who or what has had the greatest influence on your creative process?
Black British culture has been the greatest influence, family and traditions. I’m constantly inspired by how we show up in the world, and I want that joy and richness to shine through my work.
What excites you most about your work and the business you’ve built?
I love knowing that our products make people feel seen and celebrated. That connection; seeing someone smile because they’ve finally found a card that resonates, is what excites me the most.
What’s next for Kitsch Noir?
We’ve expanded our range beyond greeting cards into lifestyle stationery such as diaries, gratitude journals and colouring books, continuing to bring bold, joyful, and inclusive designs into more spaces. 2026 is all about growth and making Kitsch Noir a go-to destination for gifts and everyday inspiration.
Thank you to Cherelle for sharing her story and creative journey with us. Kitsch Noir continues to inspire with its bold designs and cultural storytelling. Check out Cherelle’s amazing designs on the Kitsch Noir website.
Stay tuned throughout October as we spotlight more incredible GCA member businesses and celebrate creativity during Black History Month.
