Avila Diana Chidume: Tackling inequality and improving representation within the creative industry


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Avila Diana Avila Diana Chidume. Founder & CEO, Avila.Diana (Photo: Supplied)

Avila Diana Chidume is a creative entrepreneur and the founder of a greeting card company, a dream she had nursed since age 6. Growing up she struggled to find diverse cards, so she would make them herself using crayons and scrap paper. Avila.Diana is well known for its diverse, inclusive and representative designs on greeting cards, gifts and stationary items. The designs are made with people from ethnic minority minority backgrounds, the LGBTQ+ community and people living with disabilities in mind. Avila.Diana believes that everyone deserves to see themselves within everyday items and gifts.

Avila Diana Chidume started Avila.Diana in 2018 during my second year of Law school. Her goal is to overcome stereotypes and change the world’s perceptions on underrepresented communities. This was achieved with the help of her brothers, mom’s living room table initially, and her remaining £32 for that semester. This was during a difficult period where she struggled with mental health issues. Which inspired her first card design, ‘Daily Reminder’. The design selling out at her first market stall was the motivation she needed to not only continue with the business. But also work on her mental health. Avila Diana Chidume is also an artist and an advocate for better mental health support within the Black community.

In 2021, she merged Avila.Diana with Kutenda (The world’s first ‘online marketplace platforming cards and gifts designed by artists and entrepreneurs from marginalised groups’- Business Insider). She truly believe that the only way to tackle inequality and improve representation within the creative industry is to give a platform to talented but historically marginalised artist. Avila.Diana is a brand built to celebrate diversity and representation. With the majority of these cards designed by artists from these backgrounds.

Avila has always been passionate about helping people and has been trying to figure out how best to do so. She is very outspoken about her beliefs and mission on inclusivity with people. Inclusivity and its benefits. She engages people in topics which are uncomfortable such as race and mental health amongst the Black community. Avila is passionate about highlighting marginalized creatives creating their own diverse cards from different communities and celebrating their work. Her love for human rights and art have led her to where she is today.

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