Bay Manufacturer Of Ethnic Products Has Appeal

Oakland Post
12-13-1998
Bay Manufacturer Of Ethnic Products Has Appeal

Oakland--Nearly two decades ago there was a dearth of holiday and all occasion greeting cards catering to ethnic Americans. Visionaries like Margot Dashiell seized the opportunity to fill that void and with the help of family and friends launched Frederick Douglass Designs (FDD). The Oakland based card publishing company established in 1983, was among the first privately owned stationery companies to produce items geared to the African American market. With the entree of major established corporations, now offering an ethnic line of cards, the 15 year old Bay Area company has had to become competitive in a marketplace that they helped to create.

Unique to the family owned entity, started by siblings Margot and Joseph Dashiell, FDD continues to thrive based on the concept of "community centered participation." Specifically, they employ local artists and provide employment opportunities to adults and youth at their 6,000 square feet facility where they employ 13 full time workers from the Bay Area.

According to Margot Dashiell, president, often the creative inspiration and ideas come from customer feedback and everyday existence in the black community. "Intimacy within the community where we live and work allows us to reflect the community's needs through our products. We try to reflect many of the traditional values of the black community; the significance of music, children, the extended family and human touching which is a norm in the black community. We take a look at religious values, hope and faith which contributed to our survival," states Ms. Dashiell, an instructor of African American Studies at Laney College in Oakland.

Echoing the sentiments from loyal consumers, Sadie Williams, a retired Oakland entrepreneur states, "The words speak feelings. It seems that the cards say what each person would like to say themselves, but finds comfort in knowing that Frederick Douglass Designs says it better. The art is an appropriate accompaniment to the words. Three generations of my family are Frederick Douglass (Designs) customers. Their products are affordable and young people raising families can also enjoy these classic items."

Last year the company, sold over 70,000 boxes of cards along with art prints, calendars, wrapping paper and music boxes. When a greeting card is in demand, its image is likely to expand to another product. Thus one sought after Madonna-design on a Christmas card, has now been extended to an art print and a music box. A note card image of little girls arm and arm in the snow, is also featured on a girl's diary.

In terms of verse, Biblical prose, African proverbs and African American spirituals are used as a source of sentiments on get well and sympathy cards. The designs also feature Mother's Day, wedding and anniversary cards among other all-occasion cards. "The FDD line is the first in the greeting card industry to fill a very important void in the African American community by providing products that closely relate to our experience," states Gloria Edwards another Bay Area consumer.

"The demand for ethnic products has pushed us to grow at a rapid rate and extend our product line," according to Joseph Dashiell, chief executive officer. FDD not ony publishes cards, their distinguished designs can be found on calendars, journals and the latest product offering is a poster featuring a collage of African and Caribbean postage stamps of famous black people. "The products are in demand because they are rare and you can not find them everywhere," states Donna Chambers, FDD retailer and owner of "That Old Black Magic," an African American gift shop in White Plains, New York.

"African Americans want originality and vibrancy in our images," states Margot Dashiell. Committed to using local African American artists Margot affirms that supporting our creative talent is important. Mary Thompson, another local supporter states, "African American ideas and products have been suppressed. FDD's products demonstrate that we can make products worthy of selling to anyone. The line is well made and need not take a back seat to any card maker."

Department stores and military posts were once willing to distribute the FDD line, but due to increased competition from major corporations recently tapping the African American market, distribution has become more challenging. The company is meeting the challenge of distribution by selling its goods wholesale to nonprofit organizations, churches, sororities, fraternities and youth groups as fundraising packages. Products are also sold by direct mail catalog orders. During the holiday season the warehouse located at 954-60th St., in Oakland, transforms into a retail outlet where FDD products are purchased by the public. The Internet is also a source of new customers who locate the ethnic products at www.fddesigns.com. The company sells its products to retailers in at least 48 states and has also sold internationally to Amsterdam, Canada and England.

As word of Kwanzaa has grown, so has demand for FDD's Kwanzaa cards which celebrate the core principles of umojoa (unity), kujichagulia (self determination), ujima (collective work and responsibility), ujamaa (cooperative economics), nia (purpose), kuumba (creativity) and imani (faith). According to Joseph, "The demand for positive images and upbeat ethnic products continues to grow, and we want to grow with it." ********************************************************

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