When Deborah Ajaja gave birth to her son in 2018, she felt frustrated that the gifts and cards available to announce births often failed to represent her and her new baby’s heritage. While working full time as an advertisement sales executive for a technology company, Ms Ajaja founded Colour Celebrations as a ‘side hustle’ business to fill this gap in the market.
However, Ms Ajaja would not describe her business as a ‘side hustle’, saying she “really dislikes the term”. Instead, she calls Colour Celebrations, which offers baby milestone cards and luxury gifts for Black and mixed-race families, a “passion project, born out of a personal need”.
