Major retailer expands D&I offer with collection from Roshah Designs
Cardfactory has expanded its occasion offer by partnering with Roshah Designs for a full Eid range, ready for the celebration at the end of the month.
“This is a huge milestone for us as we continue our mission to bring beautiful, culturally rich, and meaningful greeting cards to wider audiences,” commented Roshah founder and deign manager Robina Shah.
“We’re beyond thrilled. A massive thank you to Cardfactory for making space for inclusive celebrations and giving our designs a platform to reach more people!”
The one-day Eid ul-Fitr festival marks the end of the fasting month of Ramadan and the start of Shawwal, the 10th month in the Islamic calendar which operates on the lunar cycle, so will happen on Sunday or Monday, 30 or 31 March, following the sighting of the moon.
The move is part of the greeting card retail giant’s diversity and inclusion expansion, as buying manager Sam Bradley said: “We’re thrilled to expand our relationship with Robina, working closely, we’ve crafted the perfect Eid cards for our customers to celebrate.We look forward to developing more ranges together in the future.”
Creative director Jo Bennett added: “We are continually growing diversity in our card portfolio, it’s very much a part of the fabric of what we do, both the buying team working with diverse publishers such as Robina but also in the ethos in our studio.
“It’s really important that shoppers can come to us and find exactly what they are looking for, whether in the design or the editorial of the card, or indeed the event being marked or celebrated.”
Robina has also been working with the British Heart Foundation, to introduce an Eid collection into the charity’s stores, and said: “This collaboration not only makes our Eid cards widely accessible but also gives back to the community with 100% of profits funding lifesaving research.
“Seeing my Eid cards in major UK retailers is a dream come true. It’s always been my passion to create designs that reflect the beauty of our traditions and now, to have them reach even more people through Cardfactory and British Heart Foundation is truly special.”
