What Tihara Smith does

Tihara Smith is a London-based, founder-owned Caribbean-inspired fashion, accessories, and lifestyle brand operating as a sole proprietorship. Founded by fashion designer and textile artist Tihara Smith after graduating from UCA Epsom in 2018, the business sells greeting cards, art prints, giclée prints, enamel pins, stationery, t-shirts, organic cotton market bags, raffia embroidery kits, and embroidery supplies, alongside bespoke commissioned pieces and in-person raffia embroidery workshops. Core proprietary technology is a hand-craft raffia embroidery technique combined with a Caribbean heritage design language rooted in the Windrush Generation narrative, now codified in a published debut book 'Raffia Embroidery' (Search Press, February 2026).

The business operates three go-to-market motions: direct-to-consumer e-commerce on Shopify (the primary channel, with international shipping and £25 free-delivery threshold for UK customers), event-driven workshop delivery for individuals, corporate away-days and educational institutions, and a wholesale channel via a dedicated OrderSpace portal serving UK gift shops and lifestyle retailers. Revenue streams include unit-priced product sales (greeting cards £5, art prints £9, pins £14, giclée prints £44, kits £67, raffia fabric £44–£65, t-shirts £33–£55), workshop fees, bespoke commissions, and book sales at £24.95, with digital gift cards (£10–£150) supporting gifting. Marketing is multi-channel, anchored by an active 'Behind the Brand' blog, TikTok and Instagram organic social, email newsletter (with 10% first-order discount), earned media across BBC Radio London, OK!, Red, Bustle, and Pinterest, and event participation including the Knit and Stitch Show London 2026.

The customer base spans individual consumers seeking culturally-inspired gifts, DIY craft enthusiasts, corporate teams purchasing wellbeing or team-building workshops, and educational institutions. Notable institutional validation includes a Windrush Collection acquisition by the Museum of London (2021), a V&A Museum workshop collaboration (2023), the King's Foundation 35 under 35 recognition (2024), and the Start Up with Seven Dials pop-up shop win (2021). The company has no external funding, no subsidiaries, and no disclosed revenue; the founder maintains full creative and operational control.

Name

Tihara Smith

Legal name

Tihara Smith

Website

https://tiharasmith.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Tihara Smith is a London-based, founder-owned Caribbean-inspired lifestyle brand selling raffia embroidery kits, greeting cards, art prints, accessories, and a published craft book via Shopify DTC, wholesale, and in-person workshops for individuals, corporate teams, and educational institutions.

Ownership category

akta.pro rank

Product category

Artisanal Stationery & Embroidery Crafts

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Sewing, Needlework, and Piece Goods Retailers (459130)

SIC

Greeting Cards (2771), Costume Jewelry & Novelties (3960)

akta.pro primary industry

Needlepoint & Embroidery Shops (CRALADAE)

akta.pro secondary industries

Art & Drafting Supplies Retail (CRALABAG), Custom Printing & Decoration Services (Screen Print, Embroidery, Laser) (BPAFAMAL)

Keywords

• Handmade greeting cards
• Raffia embroidery supplies
• Caribbean-inspired stationery
• Embroidery craft workshops
• Cultural art prints

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Product Sales: Direct e-commerce sales of Caribbean-inspired products including greeting cards, art prints, enamel pins, embroidery kits, raffia supplies, market bags, and t-shirts through Shopify storefront.
2. Workshop Services: In-person raffia embroidery workshops for individuals, friends, teams, and corporate groups. Includes team workshops for company away-days, wellbeing sessions, and celebrations.
3. Custom/Bespoke Orders: Commissioned bespoke raffia embroidery pieces including wall hangings, bags, denim jackets, raffia bags, custom stationery (greeting cards, invitations, notebooks), and machine embroidery on various items.
4. Book Sales: Sales of debut book 'Raffia Embroidery' published by Search Press, released February 17, 2026, featuring Caribbean-inspired embroidery projects.
5. Wholesale: Wholesale distribution of products to retail stockists through dedicated wholesale portal.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Tihara Smith designs and sells Caribbean-inspired greeting cards, art prints, enamel pins, stationery, t-shirts, and palm-tree market bags, alongside raffia embroidery kits, raffia fabric, raffia yarn and general embroidery supplies. The brand also offers a published debut book ('Raffia Embroidery', Search Press, February 2026), bespoke/custom embroidery commissions, and in-person raffia embroidery workshops for individuals, corporate teams, and educational institutions. The product portfolio is anchored in a raffia embroidery craft technique and a Caribbean heritage / Windrush Generation design language.

Product overview

Tihara Smith is a Caribbean-inspired fashion, accessories, and lifestyle brand founded by fashion designer and textile artist Tihara Smith. The core offering centres on raffia embroidery crafts and Caribbean-inspired products, comprising greeting cards, art prints, giclée prints, enamel pins, stationery, t-shirts, and tote bags. The brand offers raffia embroidery kits, supplies (raffia fabric, raffia yarn, needles, threads), and a debut book 'Raffia Embroidery' published by Search Press. Services include bespoke/custom embroidery, workshops, and the Windrush Collection (graduate fashion line). The Archive provides discounted end-of-line products. Products are sold directly through the Shopify e-commerce platform with various payment integrations.

Differentiator

Problem solved

Functional benefit

Products and services

• Greeting Cards Caribbean-inspired greeting cards for birthdays, anniversaries, thank you, love, baby, sympathy, congratulations and holidays, available individually at £5.00 or in bulk with volume discounts of 10–30% off for orders of 5+ cards.
• Raffia Embroidery Kits Complete beginner-friendly raffia embroidery kits at £67 each, including raffia fabric, yarn, hoop, needles and templates. Available in Monstera and Hibiscus Caribbean-flora designs.
• Raffia Embroidery Book Debut book 'Raffia Embroidery' published by Search Press, containing 10 beginner-friendly raffia embroidery projects with step-by-step guidance and full-size templates, sold at £24.95 with optional signed copies.
• Enamel Pins Soft enamel pins inspired by Caribbean beauty and colour, including Palm Tree, Parrot, Pineapple, Irie, Black & British, and Keep Britain Kind designs, priced at £14.00 each.
• Art Prints Bold, colourful art prints inspired by the Caribbean, including the Window Into series featuring Jamaica, Barbados, Bahamas, Trinidad & Tobago and St Lucia, priced at £9.00 each.
• Giclée Prints Premium quality fine art giclée prints stamped and signed by Tihara Smith, featuring Caribbean and Windrush-inspired imagery such as St Lucia Pitons and the Black & British Raffia Vest, priced at £44.00 each.
• Raffia Fabric Natural raffia fabric sheet (105cm x 60cm) made from raffia sourced from Madagascar, priced at £44.00 per sheet (with an Embroidery Ready version at £65.00), for raffia embroidery, millinery, bag making and craft applications.
• Raffia Yarn 100% paper biodegradable raffia yarn/ribbon supplied on 120m rolls in 9 colours (Sunshine Yellow, Papaya Orange, Fuchsia Pink, Lagoon Blue, Light Blue, Scallion Green, Limin' Green, Jade Green, Cocoa Brown), priced at £12.00 per roll.
• Stationery (Year Planner, Daily Notes, Weekly Planner Books) Caribbean-inspired stationery including Year Planner Books, Daily Notes Planner Books, and Weekly Planner Books for personal organisation and gifting.
• Palm Tree Market Bag 100% organic cotton reusable market bag with palm tree logo embroidery, dimensions 38x41cm with 61cm handles and 10L (6kg) capacity, available in Natural, Sunrise Yellow, Green Mist and Seashell Blue colourways, priced at £24.00.
• Tropical Embroidered T-Shirts Tropical-themed t-shirts with embroidery including Palm Tree Tee, Island Life Tee, Dip Dye Palm Tree Tee, and Take Me to the Islands Tee, priced at £55.00 (sale items at £33.00).
• Custom Orders / Bespoke Embroidery Service Bespoke hand embroidery service commissioning custom wall hangings, bags, denim jackets, raffia bags, stationery (greeting cards, invitations, notebooks) and machine embroidery on various items for individuals and organisations.
• Raffia Embroidery Workshops In-person raffia embroidery workshops delivered by Tihara Smith for individuals, friends, corporate teams (company away-days, wellbeing sessions, celebrations) and educational institutions.
• The Windrush Collection Graduate fashion collection inspired by the Windrush Generation and Caribbean heritage, featuring raffia embroidery, vinyl tablecloths, faux furs, and knits, including the Black & British vest and other Windrush-themed pieces. Includes the outfit acquired by the Museum of London.
• Embroidery Supplies Range of embroidery supplies stocked individually, including DMC Embroidery Thread, Chenille Needles (Size 18), Vlieseline Fusible Knit Interlining, Sharpie Permanent Markers, Tracing Wheels, and Dressmakers Carbon Paper, suitable for raffia embroidery and general embroidery projects.

Quantifiable outcome

• Windrush Collection acquired by Museum of London in 2021
• +1 more outcomes

Segments5 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered flagship, minor and core.

• King's FoundationflagshipStrategic or Co-development Partner · 1 January 2024Selected as one of King's Foundation 35 under 35, joining a network of makers and changemakers who represent the future the charity wants to see. Provides platform for cultural entrepreneurship and heritage preservation.
• Hounslow Action for YouthminorStrategic or Co-development Partner · 1 January 2024Partnered with Hounslow Action for Youth charity to facilitate raffia embroidery workshops for young people as part of Botanical Young Women of Hounslow program.
• La Retraite Roman Catholic Girls' SchoolminorStrategic or Co-development Partner · 1 January 2024Facilitated raffia embroidery workshop for A-Level and T-Level students at La Retraite Roman Catholic Girls' School.
• Victoria and Albert Museum (V&A)coreStrategic or Co-development Partner · 1 January 2023Collaboration with V&A Families Team to create drop-in design workshop celebrating the Windrush Generation and Caribbean culture. Workshop held in May 2023 at V&A South Kensington, John Madejski Garden, suitable for families with children from 5 years old upwards.
• Windrush BayminorGTM or Marketing Partner · 1 January 2023Windrush Card included in Windrush 75 Special Edition Hamper created by Windrush Bay to celebrate the 75th anniversary of Windrush. Cross-promotional partnership highlighting Caribbean products.
• Haringey Learning PartnershipminorStrategic or Co-development Partner · 1 January 2023Met with students to share work and help them prepare for their Windrush Day event.
• Jamii x MADE.comminorGTM or Marketing Partner · 1 January 2023Collaborated with furniture company MADE through Jamii initiative for Black History Month. Pieces displayed in Tottenham Court Road showroom.
• Seven Dials (Shaftesbury Capital)flagshipGTM or Marketing Partner · 1 January 2021Winner of Start Up with Seven Dials competition, securing six-week pop-up shop at 37 Neal Street, Covent Garden, London. Located between Subdued and Ollie Quinn brands.
• Museum of LondonflagshipStrategic or Co-development PartnerWindrush Collection outfit and grandfather's suit acquired by Museum of London in 2021 along with oral histories. Planned for display in museum's future West Smithfield location as part of London fashion exhibit.

Scale indicators1 record

Recent moves6 records

Expansion highlights6 records

Emerging players

• Black Ballad: UK Black-owned lifestyle media and membership platform for Black women in Britain, with branded product collaborations. Comparable on UK Black-heritage audience positioning and cultural storytelling rather than on product category; intersects on gifting and lifestyle merchandising.

Broad incumbents

• Hobbycraft: UK's largest specialist craft retailer with a broad range of embroidery, knitting, haberdashery and papercraft supplies. Overlaps with the subject's embroidery supplies, kits and stationery categories; differs as a multi-category high-street incumbent rather than a single-founder heritage brand.
• DMC: Global heritage brand specialising in embroidery threads, needles and craft supplies, widely stocked in UK haberdasheries. Overlaps with the subject's embroidery supplies assortment (threads, needles, fabrics) but at the incumbent wholesale/brand-owner level rather than as a kit/book/workshop curator.
• Moonpig: Established UK online retailer of personalised greeting cards and gifts. Direct overlap on the greeting cards category at scale; competes on personalisation technology and breadth rather than on Caribbean heritage or craft-kit offerings.
• Card Factory: UK high-street greeting card and gift retailer operating hundreds of stores. Competes directly in the UK greeting cards category at mass-market price points; very different positioning (volume/value) versus the subject's premium heritage-led cards.

Direct peers

• Thortful: UK online greeting cards marketplace featuring independent designers' work, sold direct to consumer. Direct competitor in the UK greeting cards category with a similar indie-card-shopping positioning; competes on range of contributing designers rather than a single founder's voice.
• Ohh Deer: UK-based greeting cards and art prints company working with independent illustrators and designers. Directly comparable on greeting cards and art prints SKUs and on indie/design-led positioning; broader assortment and larger artist roster than the subject brand.
• Caroline Gardner: UK boutique greeting cards, stationery and lifestyle gifts brand with a designer-led aesthetic. Comparable on greeting cards and stationery categories and on boutique D2C + stockist distribution; lacks the Caribbean-heritage and craft-kit specialism of the subject brand.
• Papier: UK-headquartered D2C brand selling premium personalised greeting cards, stationery, notebooks and gifts via its own e-commerce platform. Closely comparable on product mix (cards, stationery, planners) and on D2C e-commerce motion; differs by being venture-backed, broader in personalisation and lacking a craft/heritage angle.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=J4vriDvwdr4
• Instagraminstagram.com/tiharasmith
• TikToktiktok.com/@tiharasmith
• LinkedInlinkedin.com/company/tihara-smith

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tihara Smith