About

Three stylish Black women dressed in elegant black outfits smile confidently while holding festive gift bags from Black Paper Party. Each bag features unique holiday designs that celebrate Black culture, including messages like “JOY,” a group of women stepping in unison, and a bold gold typographic print. Their joyful energy and coordinated looks capture the spirit of community, celebration, and the season ahead.

The Founders

J'Aaron, Jasmine, and Madia

Who are we? We're three Black women who noticed a glaring gap in the market when it came to holiday decorations and wrapping paper that authentically represented our diverse communities. Inspired by our backgrounds in retail and illustration, we decided to take matters into our own hands and bring our vision to life.

Our journey began with a simple question: Why should the elves, Santas, and fireside families on gift wrapping paper always look the same? We knew it was time to introduce more Black representation into the beautiful tapestry of holiday imagery. With dedication and a labor of love, we started designing and manufacturing culturally relevant products that celebrate Black families. From our award-winning illustrations to our premium wrapping paper, gift bags, ornaments, greeting cards, and decor, each piece embodies the spirit of inclusivity and authenticity. We take pride in creating products that resonate with our customers, helping them create memories filled with joy and a true sense of belonging. Our customers have shared heartwarming stories of their children seeing themselves reflected in our designs, and that is the ultimate reward for us. As we continue we are excited to expand our reach and partner with retailers who share our values. Together, we can make a difference and ensure that every family, regardless of their background, feels seen, celebrated, and represented during the most special moments.

Business Disruptors

See our feature on the series, SheEO Business Disruptors, powered by Walmart, on ⁠EBONY.com. We chat with the host, Marsai Martin, about our journey to CEO status.

Watch Now

A group of black entreprenuers sitting on and standing around a white boucle couch alongside. Include Marsai Martin, Jasmine, Jae, and Madia

CO-FOUNDER & CHIEF EXECUTIVE OFFICER

MADIA WILLIS

Madia is a Liberian-American designer and entrepreneur hailing from Washington, DC. She received her BA from Columbia and fell in love with fashion and textiles while studying abroad in Ghana, where she later returned to launch a clothing line named Biribelle. She continued her studies of textile design at Central Sr. Martins School of Art and Design in London, Drexel University and Philadelphia University. She then worked as a textile designer at Target while also serving as the creative director of Retention Strategy informing solutions to create a diverse community in Minneapolis. She then transitioned to positions in product development and sourcing at Walmart, where she successfully launched a $1 billion children's brand and at Five Below, where she created trend and developed seasonal, home, and stationary products.

A woman wearing a sparkly gold holiday dress sits confidently on the ground, surrounded by festive gift-wrapped boxes and vibrant rolls of Black Paper Party wrapping paper. She smiles at the camera with one leg crossed. The scene teases the upcoming holiday season with bold colors, Black representation, and stylish celebration.

A woman wearing a black dress sits confidently on a white cube, surrounded by festive gift-wrapped boxes and vibrant rolls of Black Paper Party wrapping paper. She smiles at the camera. The scene teases the upcoming holiday season with bold colors, Black representation, and stylish celebration.

CO-FOUNDER & CHIEF MERCHANT

JASMINE HUDSON

Jasmine is an entrepreneurial retail professional with a track record of developing, launching and scaling major national brands and products. Born and raised in Cincinnati, Jasmine earned her degree in e-commerce and supply chain management from Tennessee State University. Upon graduation, she joined the team at Walmart, holding several positions in merchandising including buying and financial planning of portfolios valued at over $2.3 billion in sales annually.

CO-FOUNDER & CO-OWNER

J’AARON MERCHANT

J'Aaron is a Co-Founder and Co-Owner of Black Paper Party. She illustrated all of the wonderful characters you see within the Black Paper Party universe. J'Aaron has a background in visual development for children's books and animated media. Hailing from the beautiful US Virgin Islands, J'Aaron earned her BFA from the illustrious Savannah State University and studied animation at the Savannah College of Art & Design. She has worked with Disney, Sesame Street, PBS Kids, creating characters and stories that reflect the modern world and brings vibrant celebrations to life through her illustrations and designs. J'Aaron is not only an imaginative illustrator but also a co-founder of Black-Owned NWA, passionately working to uplift Black voices in Northwest Arkansas. A Disney and Marvel trivia champion, J'Aaron's mission is to provide people worldwide with a window into themselves through her creative endeavors.