Natalie Duvall and Alison Burton are the co-founders of March Muses, a brand dedicated to creating Christmas decorations of colour and inspirational products that celebrate DEI. After struggling to find festive decorations that represented their families, they launched March Muses to fill the gap in the market. Their journey led them to securing investment on Dragons’ Den in 2022 from Peter Jones and Deborah Meaden. Since then, they have partnered with Tesco on an exclusive five-year licensing deal, expanding their product line beyond Christmas to year-round offerings such as candles, mugs, notebooks, and water bottles. Through their work, they champion inclusive design and inspire retailers to embrace representation as a necessity, not an afterthought.
Can you tell us a little about your background and your company?
Alison – We’re both creative entrepreneurs with a passion for storytelling, representation, and business. March Muses was born out of necessity—when decorating our homes at Christmas, we realised there was a lack of decorations that looked like us or our children. So, we decided to create our own. What started as a small idea in our living rooms has grown into a brand that partners with major retailers and spreads the message of inclusivity across the UK and beyond.
What inspired you to start your business?
Natalie -,It all started in 2018 with a simple question from my daughter: “Can Christmas angels have brown skin ?” That moment made me sad, but also a light switched on. I wanted my children to see themselves in all aspects of life, including festive traditions. So I began a search for diverse decorations. I found one in USA and Alison found one in a very small shop in Croydon where the shop owner said, she had painted a white angel black. So we turned this spark into a mission to ensure no one else had to look so hard to find themselves represented.
How did you create awareness for your brand?
Natalie – We leveraged social media, word of mouth, and PR opportunities to get our message out. Being selected for Dragons’ Den was a game-changer, expanding our visibility and credibility. It came with a lot of racism also. So much so that we had to remove the phone number from our website. We didn’t let that stop us. We also participated in pop-ups, collaborated with influencers, and built an authentic connection with our audience who wanted to see change by sharing our personal stories.
What strategies helped you secure funding and scale your business?
Alison – We started with a small pot of money (3k) from a previous business Natalie and I had, and reinvested everything into March Muses. When the opportunity came to pitch on Dragons’ Den, I made sure we knew our numbers inside out and showcased not just our product but our purpose. The investment from Peter Jones and Deborah Meaden allowed us to scale faster, particularly with our Tesco licensing deal, where we expanded beyond Christmas into everyday products.
What have been your biggest successes so far?
- Securing a five-year licensing deal with Tesco
- Selling out our first Selfridges pop-up, leading to wholesale opportunities
- Appearing on Dragons’ Den and securing investment
- Being invited to 10 Downing Street to discuss Black-owned businesses
- Partnering with the South African charity Heartfelt to create felt angels that support women’s economic empowerment and our sustainability mission.
What challenges have you faced, and how did you overcome them?
Alison – One of our biggest challenges was scaling operations. In 2022, we outsourced fulfilment, but it cost us around £60K using the service and it wasn’t as efficient as we’d hoped. We made the tough decision to bring fulfilment back in-house in 2024, which ultimately allowed us to regain control and improve our margins. Another challenge was securing retail partnerships. Many retailers initially saw diversity as a tick box rather than essential. We’ve had to push hard to change that narrative.
What are your plans for the future?
Natalie – We’re expanding our product range beyond Christmas with inspirational homeware, stationery, and gifts. We also want to bring March Muses to international markets and continue educating the retail industry on the importance of inclusive design. The work never stops.
What advice would you give to aspiring female entrepreneurs?
- Start before you’re ready. If you wait for everything to be perfect, you’ll never begin.
- Network. If you’re getting a no, then you’re speaking to the wrong person. Network and find them they are out there.
- Be relentless. If one door closes, find a side door, an open window, a chimney. There is not just one route to the top.
- Education – Our favourite motto is every day is a school day. Keep learning and soaking it all in. Knowledge is Power
What are your top three tips for entrepreneurial success?
- Build a strong brand story. People buy into why you do what you do, not just what you sell.
- Network and collaborate. The right connections can open doors you didn’t even know existed.
- Stay adaptable. The business landscape changes constantly, so be willing to pivot when necessary.
Who are five people who inspire you the most, and why?
- Oprah Winfrey – She turned adversity into empire-building and continues to uplift others.
- Emma Grede – A no-nonsense businesswoman who champions diverse entrepreneurship.
- Rihanna – Turned her career as a musician into a billion dollar business that is Fenty, she demonstrates the spirit of an entrepreneur
- Martha Stewart – Built an empire from her books and TV shows relating to cooking and home decor, a true lifestyle brand.
- Jamie Kern Lima – her make up brand was overlooked for so many years. She was unstoppable…her grit, passion and determination kept her going, which lead to selling her company for over a billion dollars.
What are your favourite inspirational or motivational quotes?
- “You can’t be what you can’t see.” – Marian Wright Edelman
- “If somebody says ‘no’, you’re asking the wrong person”. Kris Jenner
Instagram: @marchmuses
LinkedIn: Natalie Duvall | Alison Burton
X (Twitter): @marchmuses
Website: www.marchmuses.co.uk
