COMPANY OVERVIEW
FOUNDED
MARCH 2011
WEB MONTHLY UNIQUE VISITS
1,900
GRADUATED
MAY 2013
RE-LAUNCHED
SEPTEMBER 2015
SALES CHANNELS EFFIESPAPER.COM ETSY WALMART.COM AMAZON.COM FAIRE.COM ESSENCE.COM/MARCHE
WHOLESALE ACCOUNTS
120+ DOORS
MOTIVATES & INSPIRES
MINORITY MILLENNIAL WOMEN
GRADUATED
FEBRUARY 2018
Effie’s Paper :: Stationery&Whatnot is a Limited Liability Corporation, self-funded and 100% owned by minority founder.
SOCIAL CURRENCY
IG FOLLOWERS
16,600+
Stats as of January 2019
PINTEREST PAGE
284,500+/monthly
FACEBOOK PAGE
3,300+
EMAIL SUBS
5,660+
OUR APPROACH FEATURES & COLLABORATIONS • Beautifully dessigned, unique motivational products • Recognizable Black Girl Magic logo • Attend and sponsor events to allow our customers to touch and feel all aspects of the brand
This approach has been key to the instant recognition our products have had to date.
2018 INVITED TO PARTICIPATE: - The Tory Burch Embrace Ambition Summit, NYC - West Elm, Flatiron Store, NYC - The Essence Festival, New Orleans - Essence Street Style, NYC - In Her Shoes Holiday Pop-Up, NYC - Goldman Sachs 10KSB Holiday Pop-Up, NYC
WHO IS THE EP GIRL?
MAIN LOCATION AGGREGATES
01 SHE BELIEVES In Black Girl Magic The Future Is Female Women Should Support Women Loyalty Is Everything
New York 20% Atlanta 8%
02 03 04 05
Chicago 6% Houston 5% Los Angeles 5%
NICHE DEMOGRAPHIC
African-AmericanWomen EMPLOYMENT STATUS Wage Employment Self-Employed EDUCATION College Educated Secondary Degree CORE AGE GROUP
25 - 35
SHE IS ONLINE "BLACK GIRL MAGIC" AND BRAND LOYALTY IS PROPELLING TOTAL BLACK BUYING POWER TOWARD $1.5 TRILLION BY 2021.” ~NIELSEN REPORT
There are approximately 7.3 million African-American females in the U.S. This group is spending an estimated 2.5 hours on the internet daily. Twenty-seven percent of African-American women feel it is very or somewhat important to use social media to find out about products and services, which is 12% more likely than their non-Hispanic White counterparts. It is important to this group to “BUY BLACK”.
What black women are purchasing, other women think are cool so they’re purchasing it, too. All of that has an impact and when it comes to the fact that we love keeping up with celebrity news and gossip, it also highlights those consumption habits and behaviors a lot of the celebrities that we love and acknowledge now wouldn’t be in existence if it wouldn’t have been for the Cheryl Grace black woman’s support. Senior Vice President, U.S. Strategic Community
• Black women have embraced the social media movement #BlackGirlMagic, a term that describes a cross-platform gathering of empowered Black women who uplift each other and shine a light on the impressive accomplishments of Black women throughout the country.
Alliances and Consumer Engagement Nielsen
Source: AFRICAN-AMERICAN WOMEN: OUR SCIENCE, HER MAGIC, Nielsen 2017
OUT OF THE MOUTHS OF BABES
My Black Girl Magic makeup pouch is the gift that just keeps on giving. It was a gift and I take it with me everywhere.
“
~Kéla Walker
@kelawalker 74.6k+ FOLLOWERS
OUT OF THE MOUTHS OF BABES
ABOUT KALYN BACKGROUND • Self-taught graphic designer who has extended her intrinsic fashion sense into a distinct brand. Kalyn has designed private label product for HBO, MZ Wallace and Judge Lauren Lake. • Ten plus year career as a corporate environmental lawyer at one of the world’s largest law firms. • Co-author of The BAP Handbook: The Official Guide to the Black American Princess. • BA in English and a Juris Doctor from the University of Michigan and an MA in Public Policy Studies from the University of Chicago.
WHY EFFIE’S PAPER? • Women, both African-American and others, are obsessed with her Black Girl Magic products and her commitment to carving a path for other women. • In 3 short years since it’s re-launch from a personalized stationery company to a lifestyle accessories brand, Effie’s Paper has garnered name recognition, caught the eye of editors, is sold in 108 doors and has quickly become a fan favorite. • Passoniate about providing high quality products at a reasonable price to millennial African-American women.