American entrepreneur taps into the UK market with Afro-centric products Sunday, September 25, 2005 8441 Reads Discuss Feedback Print Send

Deborah Gabriel

Inspired by London’s vibrant black community I read an article in a magazine about black London, saying that there is a vibrant black community and I was fascinated because I didn’t think there were any black people over there! Regina Cannon, Founder & President of 'A Darker Shade' INFORMATION ABOUT ATLANTA Regina Cannon lives in Atlanta, Georgia but told Black Enterprise that she had thought about starting an import-export business for years: “Because I’ve always had that flair for wanting to travel, go places and meet new people.” Ms Cannon said that the real inspiration came when “I read an article in a magazine about black London, saying that there is a vibrant black community and I was fascinated because I didn’t think there were any black people over there!” She told Black Enterprise that Britons must bear in mind that because most Americans do not travel outside the fifty states of America, many black Americans thought that there was no such thing as black people in Europe! Although things have changed quite a bit, most black Americans still only travel between the Caribbean islands. However, people from Atlanta are well travelled. Ms Cannon said: “The first time I came to London about four years ago, I didn’t know anything except for what I had read.” However, after a friend came to live in London, three years later Ms Cannon was put in touch with a list of contacts and the business started to evolve.

Supplying Afro-centric products to the UK Clothes imprinted with Bob Marley's image are selling like hot cakes in America and Ms Cannon hopes they will also do well in the UK. I was looking for representations of ‘blackness’ as it is here in Atlanta, because that is what I was used to Regina Cannon, Founder & President of 'A Darker Shade' On her second visit to London, Ms Cannon undertook more research and began to expand her network of contacts. She told Black Enterprise: “I was looking for representations of ‘blackness’ as it is here in Atlanta, because that is what I was used to. But I was being told: this isn’t Atlanta, London is more multi-cultural.” Ms Cannon would be asked to supply particular items and eventually took on a partner in London, who would give out different samples and provide her with feedback. She said: “Most of the products that I send over usually come from small to medium-sized businesses in America. I’m talking about clothes, greeting cards, gifts and that sort of thing.” Some products do better than others and Ms Cannon admitted that she is still experimenting with different lines and learns more about what people do and don’t want every time she sends samples over to the UK: “What’s hot here right now are clothes with Bob Marley printed on them. So we have his picture on skirts and on the back of shirts.” Ms Cannon attends many different shows and festivals held in Atlanta in order to find out what is up and coming, what people are going for in America and to connect with international distributors.

The benefits of tapping into a global market Christmas greeting cards featuring black characters sold out last year. I have found that there is a growing league of people here in Atlanta who want to do business in Europe Regina Cannon, Founder & President of 'A Darker Shade' Ms Cannon told Black Enterprise that the benefits of having an import-export business cannot be overstated because: “I have found that there is a growing league of people here in Atlanta who want to do business in Europe.” She explained that Atlanta has many successful entrepreneurs. However: “A lot of them don’t realise that it’s important to try to tap into a global market, so I’m working with them to get their products into the UK.” So far Ms Cannon has not identified any Afro-centric products manufactured in London that she could introduce to the American market. However, she said she has identified a Caribbean herbal tea manufactured in the UK that she feels would do well “because people are becoming more health conscious in America”, and because there is a greater demand for natural products. Ms Cannon told Black Enterprise that her retail store in East London is currently only open on certain days and by appointment only. But she plans to develop the business on a wholesale basis, having established a number of contacts with store owners. She said: “This will be kick-started with items we are supplying for the Christmas season, such as the greeting cards. I also have a supplier that provides clothes with positive black sayings printed on them.” However, the biggest selling items last year were Christmas tree decorations of black figurines such as angels, Santa Claus and nativity sets. A website is currently under construction and will be up and running in the next few weeks. Ms Cannon told Black Enterprise that doing business with the UK had been quite a learning experience as well as a challenge: “I’ve had to learn that the business etiquette is very different in England. I cannot be as aggressive in London as I am in Atlanta!” GIVE US YOUR FEEDBACK What did you think of this feature? Post your comments onto the forum or email the Features Editor at Deborah@thecolourful.net

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