BCA meets March Muses
March Muses is a pioneering brand bringing inclusivity and representation to the festive season. Founded by Alison Burton and Natalie Duvall, the brand began with a heartfelt mission to create Christmas decorations that reflect the diverse beauty of the world we live in.
With ornaments and accessories that celebrate culture and identity, March Muses has become a trusted name for those looking to make their celebrations more meaningful and inclusive.
We spoke to Alison about what led her and Natalie to start the business.
What inspired you to start March Muses, and what were the early challenges of turning your idea into a business?
March Muses began with a simple yet profound question from Natalie’s daughter, Sophia. “Can Christmas Angels have brown skin?”—. It was heartbreaking to see our daughters growing up without seeing themselves reflected in something as universal and joyous as Christmas. The journey from idea to business wasn’t easy. Early challenges included sourcing manufacturers who understood our vision, managing upfront costs, and convincing retailers that there is a real market for inclusive decorations. But our belief in the importance of representation kept us going.
What’s one part of your cultural heritage that inspires how you approach your work?
My Caribbean heritage is at the heart of everything I do. It’s taught me the value of community, resilience, and the power of storytelling.
How do you balance running a profitable business while staying true to your mission and values?
It’s about staying grounded in our "why." Every decision, from product design to partnerships, is filtered through our mission to make celebrations inclusive. Profitability is essential for sustainability, but we’ve learned that staying authentic to our purpose resonates deeply with our customers and ultimately drives our success.
Have you faced any challenges in educating or convincing people about the importance of representation in this area?
Absolutely. Some people underestimate how deeply representation impacts identity and self-esteem, especially for children. Educating others involves sharing personal stories and showing the emotional response our products evoke. Seeing children’s faces light up when they see decorations that look like them is our most powerful argument.
What’s a lesson from your journey that you believe others can learn from?
The biggest lesson has been to start where you are and use what you have. You don’t need to have everything figured out; you just need to take the first step. Trust your instincts, and don’t be afraid to ask for help along the way.
Why do you think representation in festive decorations is so important, particularly for children?
Children form their sense of self through what they see around them. If they don’t see themselves represented, especially during universal celebrations like Christmas, it sends a message that they’re not included or valued. Representation in decorations reinforces belonging, pride, and the idea that every child deserves to feel the magic of the season in a way that reflects their identity.
Alison (left) and Natalie with a selection of their products
What advice would you give to someone trying to make an impact in their community?
Find a gap, address a need and stay persistent. When you lead with genuine purpose, people will rally behind you. Small, consistent actions can create ripple effects that grow into meaningful change.
Is there a particular product or moment in your journey with March Muses that holds special significance to you?
Our first ornament, Pops Gift will always hold a special place in my heart. It marked the beginning of our journey and showed me that what started as a personal mission could resonate with so many others.
What’s one skill or habit that’s been essential for your success?
The ability to adapt quickly has been invaluable. In business, things rarely go as planned, so staying flexible while keeping your end goal in sight is crucial.
If you could leave a message for the next generation, what would it be?
Never underestimate the power of your voice and your vision. You have the ability to create spaces where everyone feels seen and valued. Representation isn’t just important—it’s transformative.
You can explore the full range of March Muses products by visiting www.marchmuses.co.uk. BCA readers can get free shipping on their orders by using the code BCAFREESHIP until Monday 16 December 2024. Celebrate the season in style, with decorations that truly reflect your story.