Our Story

We've merged Kutenda with Avila.Diana!

Avila.Diana was founded by Avila Diana Chidume back in 2018 with the goal to overcome stereotypes and change the world's perceptions on underrepresented communities.

In 2020 the dream was taken to the next level when she went onto launch the World’s First Online global marketplace for diverse and representative greeting cards and gifts, Kutenda. This was done with Avila's co-founder and baby brother, Nyasha

The journey was not an easy one and a lot of changes took place, leading back to Avila.Diana. Like, Avila.Diana, Kutenda was created because representation matters.  

We worked to normalise greeting cards for underrepresented groups, such as the B.A.M.E, L.G.B.T.Q+ and disabled communities (although this list is by no means exhaustive).

We found that the best way to do so was by reverting back to what was already a successful and established platform and using the positive coverage and support we have received so far to help other creatives. 

Large retailers either ignore 'minority' artists or steal their ideas, so through Avila.Diana we strive to provide these artists with the platform and support they need to grow.

Our aim remains two-pronged:

  1. Firstly, we want to help our international community of independent sellers grow, get exposure and be introduced to customers across the world.

  2. Secondly, we want to start a movement to normalise diversity and inclusion, as well as spreading the importance of sustainability and supporting independent businesses.

The only thing which has remained the same is the help and support I have received from my brothers. I am please to announce that my older brother Chris is now involved, this very much remains a family run business! 


A note from our Founder:

Avila.Diana was never intended to be a one-person-mission, it required a community and network of talented and inspiring creatives to succeed. 

We have learned a lot from the work and dedication we put into growing Kutenda and will transfer this over into Avila.Diana. 

Kutenda translates to ‘thankful’ in Shona, which is a popular language spoken in my home country, Zimbabwe.

We remain thankful for the support shown so far, and welcome you on joining us on this new journey! 

– Avila Chidume-