Since launching the family-owned brand in 2018, which she runs alongside her brother Nyasha, Avila has sought to normalise depictions of underrepresented groups in design, including people of colour, the LGBTQ+ community and those living with disabilities.

Avila’s own designs, as well as many by independent sellers, are available via her website – from Christmas cards featuring a Black Santa to engagement cards for lesbian couples and birthday cards for children with hearing aids. A phrase she often hears in response to her work is: “I didn’t know cards like this existed.”

“As basic as it might seem, representative cards can mean so much to someone who doesn’t have easy access to them,” Avila says. “It makes me so happy to think that my art has had a positive impact on anyone.”

Below, Avila shares the story behind Avila.Diana, what motivates her to keep going and why she’s always learning as a small business owner.

“My designs make underrepresented people feel seen in the greetings cards industry"