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Prior to 1975 the firm imported and exported goods such as children's clothes to the Middle East. However from 1976, the firm began to specialise in importing greeting cards. The company had a storeroom in Paddington, later moving to the Avon Trading Estate in Kensington
Audrey Dewjee, one of the joint founders who at the time was based in Greenford, recounts:
"After a trip to America in 1975, Hussein and I started to import Black Greeting Cards in 1976 because we felt that everyone should have access to cards that reflected their ethnicity and lifestyle. Our company was called Westways Import-Export and later Westways Greetings. When we realised that Gay Greeting Cards were also available in America, we started to import them as well, from a company called Lip Productions Limited in Chicago [United States of America].
Like many of the best (but smallest) Black Greeting Card companies, Lip didn't survive for very long. While it flourished we imported cards from them and sold them wherever we could in London - to Gay's The Word and several of the leather shops. We also sold them from a little stall at the CHE [Campaign for Homosexual Equality] conference in York (I think that was in 1980). That was great because it felt like we were witnessing history in the making and we had played a tiny part! At Christmas Lip produced a beautiful range of designs, in colour, which quickly sold out.
When Lip ceased trading, we stopped selling Gay Cards because we couldn't find another 'respectable' supplier. By then, times and tastes were changing. There were more outlets and UK producers came on the scene, so there was no need for us to continue."
Audrey Dewjee 12 April 2016 (produced with kind permission of Audrey Dewjee).