We caught up with the brilliant and insightful Anitra Terrell a few weeks ago and have shared our conversation below.
Hi Anitra, thanks for joining us today. We love asking folks what they would do differently if they were starting today – how they would speed up the process, etc. We’d love to hear how you would set everything up if you were to start from step 1 today
If I were starting over I would have:
#1 Stayed employed as long as possible while working on my business part time. My situation is a little different since I was laid off and I found a part time job but was later laid off from that one as well. But I would have sought full time employment elsewhere to maintain monthly income and health benefits as long as possible. Running a business plus your household is no joke financially.
#2 Built my community first before selling any products. Created a strong following and understanding of their needs, wants and issues related to decorating, buying African decor etc so I’d have a clearer idea of what to offer and when. Plus a built in loyal fan base ready to support whatever you launch.
Anitra, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Reflektion Design is an Afro modern lifestyle brand for people who love cultural, heirloom quality decor with heritage and story. I work directly with artisans in Ghana, Kenya, and Uganda to produce an assortment of handmade wall art, tableware, throw pillows, jewelry, baskets and more.
In 2006, I spent eight weeks in Ghana, working as a Fulbright Scholar at the University of Cape Coast and a textile buyer for a museum client. This opportunity gave me a closer look at the centuries-old traditions, craftsmanship and love that goes into making African art and textiles which left a huge impression on me.
Fast forward to 2013 I was laid off but instead of feeling defeated I sat still and thought about the happiest moments in my life to that point. The trip I’d taken to Ghana surfaced repeatedly and in that moment I realized the next chapter in my life had to be on my terms + be passion driven. One day while shopping for bedding, I noticed a huge void in the marketplace for authentic African decor and Reflektion Design was born.
Reflektion Design is my way of sharing my passion for African artistry while helping others create a deeper connection to African culture through design.
Since launching Reflektion Design, I am proud of notable press received from Better Homes & Gardens, HGTV, Architectural Digest and Essence magazine to name a few. Equally important is through my business I am able to support the livelihoods of African artisans in three countries.
I also an exclusive collection available on the Home Shopping Network (HSN) on HSN.com
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Building relationships with interior designers has been a key aspect to building my reputation and brand awareness.
I’ve organically grown relationships with designers on social media from the beginning many of whom have become friends. I understood early on that you get further together so interior designers were some of the first accounts I followed because their work is inspiring and I knew we could support each other.
Many of them reach out to me to incorporate Reflektion Design pieces into their client projects which results in press features and partnerships. I also donate products to non profit causes they support when it makes sense.
Can you tell us about a time you’ve had to pivot?
At the start of the pandemic retail customers were requesting face masks so I reached out to an artisan group I work with in Ghana to produce face masks something I’d never made before and didn’t fall into my typical lane of home decor. But I’m glad I was able to shift quickly and offer them.
I also had several friends mention needing something creative to do at home with their children so I started offering African print fabric scrap bags by the pound with activities that were little to no cost. This product remains one of my best sellers to this day.
Contact Info:
- Website: https://www.reflektiondesign.com/
- Instagram: https://www.instagram.com/reflektiondesign/
- Facebook: https://www.facebook.com/reflektiondesign
- Youtube: https://www.youtube.com/channel/UCq4fl2-w62SdfLZFBRLA7mQ/featured
Image Credits
Images from Reflektion Design