Hidden Gems: Meet Anitra Terrell of Reflektion Design

Today we’d like to introduce you to Anitra Terrell.

Hi Anitra, so excited to have you with us today. What can you tell us about your story?
Reflektion Design is an Afro modern lifestyle brand for people who love heirloom quality decor and gifts that reflects who they are. We work with artisans in Ghana, Kenya, and Uganda to produce an assortment of handmade tableware, throw pillows, jewelry, baskets, kaftans and more.

In 2006, I spent eight weeks in Ghana, working as a Fulbright Scholar and textile buyer for a museum client. This opportunity gave me a closer look at the centuries-old traditions, craftsmanship and love that goes into making African art and textiles which left a huge impression on me.

Fast forward to 2013, I was laid off and during this crossroads, I realized I wanted to create a business that would allow me to share my love of African design but wasn’t sure how. One day while shopping for bedding, I noticed a huge void in the marketplace for authentic African decor and Reflektion Design was born.

My strategy when starting out was to understand the terminology of my industry and how items are made. From sewing to woodwork it was important for me to not just design but understand the production process as well. Secondly, I sought out to understand my customers. Their lifestyle, needs and frustrations. Third, I began building a network of artisans across Africa with unique specialities.

Lastly, I felt it was important to forge genuine relationships with interior designers. Many of whom have incorporated my pieces into their client projects and projects which has resulted in significant press. Social media has been great for building those relationships.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It’s definitely not been a smooth road. From starting the business after being laid off and having to rely on savings in the beginning to product shortages and skyrocketing shipping prices to the learning curve involved with being an entrepreneur wearing many hats it has been a journey. I’ve learned that being an entrepreneur involves patience, flexibility, creative problem solving skills and a clear why. Once you understand that handling the bumps in the road becomes a little easier. I’ve also learned to give myself grace and separate the things I can and cannot control.

Thanks – so what else should our readers know about Reflektion Design?
Reflektion Design is known for celebrating/creating an Afro modern aesthetic. An emphasis on paying homage to the various artistic traditions throughout Africa while using a discerning curator’s eye for modern patterns sets us apart.

I am passionate about offering products that help customers create a home that feels collected, not decorated. A home that makes you feel powerful and grounded because it reflects who you are. The company mantra is, See Yourself at Home which guides the design direction for the business.

I am grateful for the amount of notable press Reflektion Design has received. Being featured in HGTV, Better Homes & Gardens, Essence Magazine, Architectural Digest and others reminds me of how far I’ve come and how much what I do resonates.

To further inspire and create community I launched a YouTube interview series called How We Live based on my blog which celebrates the lives and homes of people across the African diaspora. Viewers will be inspired by the decor photos and learn tips about decorating their home through the interviews.

Is there any advice you’d like to share with our readers who might just be starting out?
Build your community first. Lead with education, inspiration, value and community before offering a single product or service. Many founders lead with their products or services and hope people get to know them that way instead of sharing who they are and what they’re about first. A strong community will support whatever your offering when it’s time – not a random person who happened upon your post. That level of trust has to be built over time.

Contact Info:

• Website: https://www.reflektiondesign.com/
• Instagram: https://www.instagram.com/reflektiondesign/
• Facebook: https://www.facebook.com/reflektiondesign
• Youtube: https://www.youtube.com/@reflektiondesign