How Black Paper Party Celebrates Black Joy in Holiday Decor - Home & Texture
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How 'Black Paper Party' Is Celebrating Black Joy and Culture in Holiday Decor

December 18, 2023 at 4:52 PM PST

Black Paper Party, founded by three dynamic Black women, is revolutionizing the holiday season. These women founders saw a lack of representation for Black families in the gift wrap and bag industry and launched an exclusive collection encompassing wrapping paper and bags, home holiday decor, ornaments, and cookware. The collection is available through major retailers like Walmart, Target, Macy’s, Dollar General, Family Dollar, and CVS, as well as their own website.

Black Paper Party gift bags and wrapping paper
Photo Credit: Black Paper Party

The women behind Black Paper Party, J’Aaron “Jae” Merchant, Jasmine Hudson, and Madia Willis, bring over 25 years of combined experience in retail, product development, and creative design. Their diverse backgrounds range from animation and retail to fashion and textiles. Their brand celebrates Black culture and the importance of representation in holiday festivities.

Black Paper Party’s offerings include a line of candles and wax melts with signature holiday scents such as Sweet Potato Pie and Hot Toddy, ceramic tabletop pieces, pajamas, stockings, and wrapping paper featuring the ‘Soul Christmas’ theme. This theme pays tribute to the ’70s era with a retro twist, incorporating traditional mud cloth designs from West Africa.

Black Paper Party Soul Christmas Gift Bag
Photo Credit: Black Paper Party

Black Paper Party’s Mission

The brand’s mission goes beyond aesthetics. Jasmine Hudson, Chief Merchant of Black Paper Party, shares with Home & Texture, “Black Paper Party drives representation through culturally authentic characters and nuanced prints and patterns to celebrate Black joy! We recognize the significance of reflecting diverse cultural experiences. Our designs go beyond aesthetics, telling stories and celebrating the richness of the Black diaspora.”

Black Paper Party Pajamas from Family Dollar
Photo Credit: Black Paper Party

Hudson continues, “By embracing culturally authentic characters and intricate patterns, we empower individuals to connect with their heritage, fostering a sense of pride and belonging in every piece of seasonal decor, It’s not just about style; it’s about weaving narratives and honoring the diversity that makes each celebration uniquely meaningful.”

Where You Can Find Black Paper Party

Each of Black Paper Party’s retail partnerships will carry exclusive collections. Walmart introduced the ‘Home for the Holidays’ collection and a new home fragrance line. Target features the ‘ModCloth Christmas’ collection, while Macy’s offers an array of wrapping paper and gift bags. Dollar General has family pajamas by the brand, while CVS sells gift bags and wrapping paper. You can find two metallic wrapping paper styles at Family Dollar.


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