Representation In Retail – Entrepreneurs March Muses’ Opinion On Challenges, Triumphs And Invaluable Lessons

The journey of entrepreneurship is one filled with challenges, triumphs and invaluable lessons, especially for Black female founders in the retail sector.

Alison Burton, Co-Founder of March Muses explains, “Natalie Duvall and I launched March Muses in 2019 with an instagram account and a dream. To be honest, entering the retail arena wasn’t initially on our mind. We saw a gap for inclusion for Black Christmas decorations in the UK market and wanted to fix it for our daughters to feel represented.

Unbeknown to us, this is where all great businesses thrive…with purpose at their core. We were retail novices and there was much for us to learn regarding import and export, VAT, accounting, branding, creating a website, marketing etc. but we surged ahead anyway, learning as we go.

After seeing a huge appetite for our products online, we approached several big high street retailers to discuss being stocked in store but at first, we were unsuccessful. As Black women navigating this space, we encountered unique obstacles and knew we had to be more strategic in order to be seen and taken seriously.

I convinced Natalie that we should apply to pitch in the Dragons’ Den, I mean worst case scenario, it would be great for brand awareness at least.  We applied, were selected to pitch and went on to receive investment from Deborah Meaden and Peter Jones in 2022.  This was the credibility we needed for ourselves and our brand and fast forward, we secured retail listings with Tesco, Selfridges, Liberty London, Royal Albert Hall, among others.

We are proud to be the UK’s leading Black Christmas decoration company creating hanging ornaments that celebrate diverse skin tones and culturally relevant stories.  Throughout our journey, we have learned many valuable lessons in the retail arena.  As Black female founders, we often find ourselves feeling isolated in a predominantly white male dominated industry.

Big brands are overlooking the huge benefit of recruiting diverse Buyers and key decision makers into their teams. We’ve seen a lack of representation in the boardroom for women and people of colour. Being intentional about hiring is a must, as inclusion has to start within and if there are budget constraints in these tough times, freelancers and consultants should be considered to fill this gap.  Otherwise, how else will inclusivity trickle down to offerings on the shop floor and send a clear message to customers that their diverse needs are being catered for?

With mixed heritage individuals set to become the UK’s fastest growing demographic, companies must also recognise the importance of inclusive marketing strategies and campaigns.  Recent studies show that consumers from Black, Asian and multi ethnic backgrounds control over £300 million in disposable income every month.  In addition, women manage the household purse strings and are more inclined to support brands that align with their values, which converts to brand loyalty and should not be ignored.

Two prominent examples of businesses that have made strides in representation are 2 of our retail partners Tesco and the Royal Albert Hall. Both businesses have diverse teams internally, including buyers and key decision makers who were instrumental in getting us on-board.  These teams have taken significant steps to cater to the diverse needs of its customers, leading back to my point of the importance of intentional hiring.

By expanding their product range to include inclusive products and partnering authentically with Black owned businesses, this allows them to reach a broader audience. This approach not only enhances their brand image but also drives sales by appealing to various cultural preferences.

With the backing of Tesco and based on the success of our Christmas range in store and online, our brand has also now evolved into all year gifting and lifestyle products, available nationwide, which we are super proud of.

In conclusion, setting up an SME as a Black female founder in the retail arena is a journey filled with challenges and opportunities. I would encourage big retailers to take the learning from the successes of organisations like Tesco and the Royal Albert Hall. They have demonstrated what can be achieved by putting all customers at the heart of what they do, ensuring they pave the way for growth and a more inclusive, prosperous and profitable retail landscape.”

About March Muses

Natalie Duvall and Alison Burton are the co-founders of March Muses, a brand dedicated to creating Christmas decorations of colour and inspirational products that celebrate DEI. After struggling to find festive decorations that represented their families, they launched March Muses to fill the gap in the market. Their journey led them to securing investment on Dragons’ Den in 2022 from Peter Jones and Deborah Meaden. Since then, they have partnered with Tesco on an exclusive five-year licensing deal, expanding their product line beyond Christmas to year-round offerings such as candles, mugs, notebooks, and water bottles. Through their work, they champion inclusive design and inspire retailers to embrace representation as a necessity, not an afterthought.  Instagram: @marchmuses