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contents the team
Editor Rachel King rachel@lemapublishing.co.uk
Advertisement Manager Simon Davis simon@lemapublishing.co.uk 01442 289940 (direct)
Managing Director Mark Naish mark@lemapublishing.co.uk
34
26
12
Chairman Malcolm Naish malcolm@lemapublishing.co.uk
REGULARS 05 Leader
32 Retail Advice
06 News
42 On The Shop Front
It may still be Winter but Spring is on our minds as the new year trade fairs begin.
Rounding up the month’s happenings, with more online at www.greetingstoday.co.uk.
12 Spotlight
A selection of new product launches and fresh ideas for Spring.
22 Ward’s Words
Sarah Ward discusses ways to entice Millennials and Gen Z to shop in your store.
Production Director Paul Naish paul@lemapublishing.co.uk
Circulation Manager Robert Thomas robert@lemapublishing.co.uk
Retail guru Henri Davis delves into the world of trade fairs and explains why they are a must do.
Joanne Sorrell from Cardies takes up her pen for this month’s column.
Keep in touch - follow us:
44 John Ryan
@greetingstoday
45 Meet The Newbies
https://www.facebook.com/ greetingstodaymag
Independent card retailers are under siege from all sides but John Ryan has some ideas to combat it.
See who are the new kids in town.
greetingstoday
50 Step Back In Time
24 Shop Talk
Retailers from across the country talk about what is going on in their stores.
Chairman Malcolm Naish delves into the archives.
FEATURES 20 Belly Button Designs
Rachel Hare celebrates 25 years in business.
26 Top Drawer Preview
It’s a bold new world and Top Drawer’s Live Design theme is set to inspire.
ONLINE
34 Christmas Card & Wrap Feature Check out all the festive ideas for cards and wrapping for Christmas 2020.
46 Scotland Trade Fair Preview
Spring in Scotland is set to be celebrated at this year’s event in Glasgow.
Go to our website – www.greetingstoday.co.uk – for all the up-to-date news and new product information plus our Facebook and Instagram pages carry more photos from shows and events.
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Contents.indd 1
MEDIA
Lema Media Ltd
1 Church Gates, Wilderness, Berkhamsted, Herts HP4 2UB
Telephone: 01442 289930 www.greetingstoday.co.uk
At the heart of retail Greetings Today has a circulation of 6,076 Subscription per annum: UK £60 (free for people in the greetings industry), Europe £80, ROTW £100
www.greetingstoday.co.uk 3 18/12/2019 18:16
leader Editor Rachel King
W
e may be in the depths of Winter and wrapped up in more layers than we care to count, but the new year doesn’t just herald a change in date (or new decade as the case may be this year). It’s also the start of the new trade fair season and Spring is on everybody’s mind as well as Christmas 2020 – yes plans really are made that far in advance! I’m still trying to cope with this festive season let alone thinking about the next one. I’d forgotten how far ahead retailers have to think about Christmas, although back in my craft magazine days we had festive ideas all year round, so I don’t know why I’m so surprised. The Christmas Card and Wrap feature (p34) looks at what is being released for Christmas 2020 and the new trends coming through. It’s no longer just red and green with trees and holly, there are so many different options out there these days that every discerning customer should be able to find the right kind of card
Yes, they can be a lot of hard work and very exhausting, but you just might meet the right supplier or customer or contact to help you. Sarah Ward looks at ways retailers are working to improve the customer experience to entice people, and in particular millennials, to stay in their shop longer (p22). John Ryan looks at how specialist card retailers are under siege by retailers of all shapes and sizes now offering cards as part of their product mix, no matter what their key lines happen to be. He offers some ideas on ways to combat this threat on page 44. Our cover story this month is on Belly Button Designs who are celebrating their 25th anniversary. Founder Rachel Hare discusses the different aspects of the business and what she believes has been the factors that have contributed to the company’s success. They are about to embark on a rebrand of their giftware lines and developing new products for the market, to learn more about Belly Button Designs has in store for 2020 check out page 20.
and wrapping paper to put the finishing touches on presents under the Christmas tree. Top Drawer S/S 2020 kicks off the year with a bang from January 12-14 at Olympia London, check out preview on page 26. It somewhat coincides with Harrogate Christmas & Gift on January 12-15, so good luck to anyone heading to both. Rounding out the month is the Scotland Trade Fair Spring from January 19-21 in Glasgow, our preview for that show is on page 46. Exhibitors will have plenty of new ideas to inspire, plus new product launches and range additions, so keep your eyes peeled on what is on offer. In her column on page 32, Henri Davis offers some great advice on why it can be beneficial to attend trade shows whether you’re a retailer, buyer or exhibitor.
You may have noticed some changes to the magazine over recent months. We’ve been working on some redesign ideas and changing page layouts and a few other things. Another new change is a revised retailer section called Shop Talk (p24). Here we will get opinions of retailers from all over the country on what is happening in their store, what products are working, the challenges they are facing and the funny things that can happen in retail. If you’d like to be involved, please get in touch. I’m always happy to speak to people from the industry, no matter whether you’re a retailer, publisher, agent or someone else and I hope to meet many of you at the trade fairs – so if you spot me, come and say hello.
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Send your views and submissions for the magazine to: rachel@lemapublishing.co.uk Tel: 01442 289930
www.greetingstoday.co.uk 5 18/12/2019 17:50
exhibitionnews
Sustainability at Paperworld 2020
Sustainability, environmental protection and ecological conduct have become key issues in the stationery sector – and are therefore also a part of Paperworld. The international trade fair for paper, office supplies and writing instruments has been addressing the “green office” theme for years and is now focusing on it even more closely. Recycled paper has been a standard part of stationery stores product range for many years. However, environmental protection is no longer limited to paper products – retailers and manufacturers from every sector of the office and stationery industry are increasingly focusing on sustainable and environmentally friendly products. As an international platform for the office and stationery market and a mirror of the industry, Paperworld also focuses on sustainability and environmental protection. Among the extensive range of products for office and stationery, environmentally friendly materials play a major role for brand-name companies as well as for suppliers of niche products. Tuesday, January 28, 2020, is the fair’s Sustainable Office Day and is dedicated to sustainable products and environmentally conscious purchasing. Lectures and examples of best practice will present practical solutions for sustainable and environmentally friendly office equipment. “Environmental protection and sustainability are not shortlived hot topics. On the contrary, an awareness of these issues has become established in the office and stationery sector, which manufacturers, buyers and consumers address in a variety of ways. No-one wishing to remain future-proof can turn a blind eye to this subject. Our ‘Sustainable Office
Day’ aims to set an example for the entire industry”, says Michael Reichhold, Director Paperworld. The Paperworld team is supported by B.A.U.M. e.V. (German Environmental Management Association) as a cooperation partner. In the course of the action day, the environmental organisation will present a varied programme of lectures in “Saal Europa” (Foyer Hall 4.0). B.A.U.M. was founded in 1984 as the first non-partisan environmental initiative of trade and industry and is today, with more than 500 members, the largest of its kind in Europe and a long-standing partner of Paperworld. The Sustainable Office Day is accompanied each year with a Green Directory brochure published by Chmielorz Verlag in cooperation with Messe Frankfurt. It covers current sustainability-related topics, and documents companies offering green products with a description and placement in the hall plan. The Forest Stewardship Council (FSC) will be in Hall 4.1 foyer with an information stand. Its task is to promote the environmentally friendly, socially beneficial, and economically viable management of forests worldwide. The independent, non-profit, non- governmental organisation is today represented by national working groups in over 80 countries. FSC employees at the stand inform about the requirements for FSC certification for paper products and advise both exhibitors and visitors. There is also a Green Pages information booklet published yearly, which lists all FSC-certified Paperworld exhibitors.
6 www.greetingstoday.co.uk News 3.indd 1
Spring Fair Theatre Line-Up Spring Fair’s new theatre line-up for 2020 has been announced. Across five days and three stages, visitors will be treated to retail sector insights from world-renowned industry figures. Recognising that consumers’ needs and wants are evolving, Spring Fair’s theatre programme has been curated to help visitors identify opportunities to invigorate their retail business and fuel greater sales and profits. The show’s expert speakers will focus on outlining the essential, on-future and scale-certain trends that visitors will need to pay attention to for a successful 2020. For the duration of the show, Spring Fair’s Inspiring Retail Stage, located in Hall 6, will become home to the best ideas in retail. The stage will host insightful seminars, celebrity Q&As and expert panel discussions covering hot topic issues from sustainability, customer experience, and the ever-increasing move towards hybrid retailing. This stage will also delve into consumer trends and equip retailers with everything they need to better engage with their customers and the community around them. Major industry keynotes, John Lewis, Selfridges, Google, PWC, Mintel and Colour Hive, will join the stage alongside numerous industry commentators and independent retailers,
who will share their successes with the audience. The Design and Source Stage will feature as part of the show’s all-new Sourcing area in hall 18. Speakers will provide insight-led talks on how to get one-step ahead of market rivals in 2020 by looking beyond the UK’s borders for the best and most competitively priced products. They’ll also address the latest design practices and inspiration sources, while helping educate on more practical issues such as product lifecycle management and sourcing techniques. Among the stage’s speakers will be designers and creatives from some of the UK’s most well-known retailers and brands including Oliver Bonas, Harrods, JML, West Elm, Penguin Random House alongside interior designers and international sourcing experts. Covering the tips, tricks and best practices for the retail industry in 2020 will be the speakers of the Retail Skills Theatre. Located in hall 2, the stage will host a number of educational speakers focusing on delivering practical insights for everyone from fledgling start-up retailers to established online indies looking to improve their offering. Among the speakers will be management coaches, HR experts, digital consultants and PR strategists with Google Digital Garage running a series of workshops within this theatre.
LaunchPad 2020 Opens Entries have opened for LaunchPad 2020. LaunchPad, the competition to find and support new stationery suppliers looking to break into the stationery industry, returns to London Stationery Show 2020. London Stationery Show is the UK’s only trade show dedicated to writing and paper products. The annual trade show attracts the UK’s biggest retailers, brands and buyers in the stationery sector. LaunchPad gives winners the chance to showcase their products at London Stationery Show, alongside the top brands in the industry. Entrants just need to put their idea and a product sample forward to be in with a chance of winning a free exhibition stand at the 2020 show, taking place from April 21-22. The competition will be judged by leading names and retailers from the stationery sector who will be looking for products they think will grab the interest of the industry and all the stationery loving consumers out there. LaunchPad is open to any company which, or individual who: • Has not previously appeared at Stationery Shows in London or Manchester • Has the rights to sell the featured product • Does not currently sell the featured product through any UK national retail accounts or distributors in the stationery retail sector 2020 marks London Stationery Show’s 10th birthday and LaunchPad winners will receive a free display space at the show, a listing on the show’s website and in the Show Guide. All winners receive exposure to the UK’s leading retailers and suppliers visiting the show, as well as free PR and marketing support from the show team. The closing date for entries is January 27, 2020 and the entry form is on the show website. www.stationeryshowlondon.co.uk/launchpad
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18/12/2019 11:25
New CIO for Card Factory Card Factory has announced the appointment of David Cutts as Chief Information Officer, effective January 6, 2020. David, who also joins the Executive Board, has a proven track record spanning over 23 years, of delivering IT solutions for business transformations within a number of retail organisations. He was most recently Chief Information Officer and a member of the Executive Board at Fenwick Ltd where he successfully evolved the company from traditional bricks and mortar into an omni-channel retailer, establishing its first ever transactional e-commerce site. At Card Factory, David will be responsible for developing and implementing a programme of IT and business systems infrastructure transformation that supports management’s long-term strategy. Karen Hubbard, Chief Executive of Card Factory, said, “We are delighted that David will be joining Card Factory. His knowledge and expertise will be invaluable in creating and delivering the IT systems and business infrastructure to underpin our long- term growth strategy and support our continued investment across the business.” David Cutts added, “I am very excited to be joining Card Factory’s Executive Board and at the opportunity to develop a roadmap and then implement an IT and business transformation programme that helps to deliver the team’s strategy. The business has a long history of successful retailing and I am excited about the next stage of its journey and ensuring that it has an infrastructure appropriate for its growth ambitions. I look forward to working alongside the team in delivering this.”
THE 2020 COLLECTION
Art File Addition The Art File have a new addition to their Marketing team The Art File have recently expanded their Marketing team with the addition of Marketing Assistant, Emma Hancox. Emma comes from a background in the third sector, having previously worked in marketing and events for an East Midlands addiction recovery charity – a role that also involved marketing for their city centre social enterprise café. Emma is excited for the challenge of joining a new industry and originally applied for the position at The Art File due to her love for everything creative. Having previously studied art, she was immediately drawn by the design-led nature of the company and suitably impressed with their product.
ArtEco Designs ArtEco Designs have announced a new partnership with Mary Kirkham. Mary is a creative artist and illustrator with over 12 years’ experience in the greeting card industry. For her, what began as a fascination for texture and surface pattern design soon evolved into a great love for premium greeting cards. Her illustrations convey a unique and vibrant expression of friendship and sentiment in a stylish, quirky and playful way. The new working relationship puts Mary at the centre of the company’s design and development programme, allowing them to expand their occasions card offering. Her first collection, called Sitting Pretty, combines contemporary flair with a luxury feel, chic cards for every occasion. The range features premium board, coloured envelopes, metallic fonts and foiling, with some designs being hand-finished with ‘gems’ for extra sparkle! The cards are 160mm x 160mm and there are currently 78 designs in print with many more in the pipeline, including Welsh language versions.
Contact your local agent, register online or call our sales team for more information.
E: sales@mgml.co.uk
T: 01373 462165
Home of the finest arts brands www.greetingstoday.co.uk 7
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museumsgalleries.co.uk
18/12/2019 11:25
inthenews Clintons Rescued Clintons have been saved from administration in a pre-pack deal. Over 2,500 jobs are secure and all 334 Clintons stores will continue to trade over the Christmas period as the Weiss family regain control of the company immediately after it was put into administration. Esquire Retail Limited purchased all of Clintons brands and assets in a pre-pack administration deal. Esquire Retail is a new company with members of the Weiss family listed as directors. The Weiss family are the same family that were behind Clintons former parent company American Greetings. The administration and sale come after Clintons was put up for sale and then failed to secure enough support for a CVA. Clintons Chief Executive, Eddie Shepherd, said, “Despite receiving support from a number of landlords, we were unfortunately unable to secure the requisite support needed to successfully launch our proposals. With no other investment options available, we therefore had to take the difficult step to place the company into administration. We are confident that this deal will kickstart a new chapter for our business.”
Royal Mail Star Wars Stamps Royal Mail has revealed the images for their third and final stamp set in their Star Wars-themed collection and it features 16 characters and iconic vehicles from the Skywalker saga. The set includes 10 character-themed stamps, featuring three brand new characters from the upcoming film, Star Wars: The Rise of Skywalker, which is due for release in December. The characters making their debut in the collection are Jannah,
Zorii Bliss and the red armoured Sith Troopers. Count Dooku, Grand Moff Tarkin, Lando Calrissian, Poe Dameron, Darth Maul, the Ewok character Wicket Warrick and Queen Amidala round out the remaining faces. All 10 character stamps are original, exclusive illustrations by digital artist Malcolm Tween. Tween blended the main images with background scenes to create striking and hyperrealistic montages. Tween also designed the hugely popular 2015 and 2017 Star Wars stamp issues. Completing the set are six stamps featuring some of the most iconic vehicles in the Star Wars galaxy including a Podracer and Slave I, Poe’s X-wing fighter, Jedi starfighter, TIE silencer and speeder bikes also make an appearance. The full set of 16 stamps are available in a Presentation Pack and retails at £12.00. The stamps and a range of collectible products are available to preorder now at www.royalmail. com/starwars and by phone on 03457 641 641. The stamps will be available on general sale at 7,000 Post Offices across the UK from the end of November.
Carte Blanche Celebrate Moments That Matter Carte Blanche Greetings has unveiled its new Me to You animation, tugging at the heartstrings of viewers with a heartwarming message of enduring love and friendship in the milestone moments in life. Taking the title ‘Life Revolving’ this captivating animation centres on the key moments in a lifetime that matter with Tatty Teddy always there for these special occasions. Watching through the eyes of a little girl as she grows up, this heartfelt film follows her journey from birth to adulthood, always with Tatty Teddy by her side. The sentiment at the end of the animation ties this together – Thank you for always being there. Merry Christmas from Me to You. The new animation, created by Fudge Animation Studios in Photo Real CGI, will form the basis of the Me to You 25 year anniversary celebrations, with a new brand strapline ‘Sharing 25 years of the Moments that Matter’. Carte Blanche Marketing Manager, Grace Elphinstone comments, “Christmas and the festive period is the perfect time to bring together friends and family and we wanted to celebrate this and all of the other moments in a lifetime that help form these special connections. For 25 years, Me to You
8 www.greetingstoday.co.uk News 3.indd 3
has held a very special place in the hearts of consumers who see the brand as the ‘go to’ to share the moments that matter with family and friends. The animation captures our brand values, enabling consumers to send a message that conveys the sentiment that they can’t quite put into words.” James Hill, Creative Director at Fudge Animation, comments, “We wanted the Me to You animation to delve into the essence of what makes Me to You so special. Those very human relationships and personal side of gifting. We hope the film and the overarching idea of ‘Sharing the Moments that Matter’ will inspire everyone to take a moment to appreciate their loved ones this Christmas.” The animation will be launched on Carte Blanche and Me to You Social Media Channels and will be supported with additional, email marketing activity, online content and competitions.
New GCA Village Exhibit Space The Greeting Card Association USA and Dallas Market Center have agreed to offer members of the association “GCA Village” space, exclusive to newer GCA publisher members, at the winter and summer 2020 shows as part of a larger effort to expand trade show opportunities for members. The expanded program launches in Dallas in January 2020 with the partnership expected to continue into 2021. The GCA looks forward to offering access to new services and opportunities that provide enhanced visibility for all members, regardless of their location. “The start of a new tradeshow season is always an exciting time for GCA members,” notes George White, President of the GCA. “But it’s also important to make the right choices when it comes to use of scarce company resources. Our expansion of the GCA Village program, and the launch of GCA’s Noted: The Greeting Card Expo earlier this year, bring new, enhanced regional exhibit opportunities for member companies to reach a broader audience at an affordable price.” Expansion of the GCA Village program ensures that the latest products from GCA members will be more accessible than ever. “The GCA’s growing membership continues to design products that appeal to today’s engaged shoppers. And of course, the availability of new and diverse product in stores will benefit consumers and our retail partners,” said Peter Doherty, Executive Director. Exhibit space will be sold to GCA members directly by Dallas Market Center personnel. Members who are signed up to exhibit at Noted 2020 will receive a 10% discount on each Dallas Market Center GCA Village space purchased. Because one objective of this program is to secure newer publishers and/or those who have been in showrooms before but are moving out to the temporaries for future shows, GCA members may only participate in two GCA Village exhibitions at DMC and cannot have exhibited separately at DMC during 2019. “We are excited about this new partnership with the Dallas Market Center to facilitate more member involvement in this key market, and look forward to strong results, in 2020 and beyond,” concluded George.
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18/12/2019 11:25
Danilo’s Top 10
England
Liverpool Football Club Stranger Things (NEW entry) BTS (NEW entry) Friends Frozen 2 (NEW entry) Manchester United Football Club Harry Potter Cliff Richard Peaky Blinders (NEW entry) Little Mix
The stationery trends.
Lanther Black Promote High Street Lanther Black have gotten poetic and made a short film to encourage people to support their local high streets. Teaming up with eight independent retailers from around the country, they travelled to each of the shops and Autumn Fair to film the retailers each reading a verse from the poem they wrote. The film has been uploaded to social media and shared extensively, attracting over 36,000 views on Facebook so far. To see the film visit Lanther Black’s Facebook page.
Pantone Colour Of The Year 2020 Pantone Colour of the year has been announced as PANTONE 19-4052 Classic Blue. According to Pantone, this colour represents a dependable and stable foundation to move forward to a new era. It brings calmness, confidence and connection. Pantone describes the shade, which is lighter than navy and more muted than cobalt as “a timeless and enduring hue elegant in its simplicity.”
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Start 2020 with new inspiration for your product mix Discover at Paperworld an impressive and diverse range of products as well as the latest trends for paper and stationery products for personal use. The focus here is on the most important shapes, colours and materials of the coming season. Book your ticket to access Europe’s leading business and dialogue platform for the sector. Network with key players and set new standards with your product mix in the future. Book your ticket now! paperworld.messefrankfurt.com info@uk.messefrankfurt.com Tel. +44 (0) 14 83 48 39 83
DU: 25.09.2019
The Top 10 are:
25. – 28. 1. 2020 Frankfurt am Main
70112-018_PW_Stationery_Greetings_Today_100x285 • FOGRA 39 • CMYK • es: 18.07.2019
Danilo have released their list of Top 10 calendar’s for 2020 with Liverpool FC topping the chart. After reaching No.1 in the sports calendar chart last year, the team’s official licensed calendar has now made the leap across to the main chart. A number of brand new entrants from television and film have made the list, along with popular Korean boy band, BTS. Sir Cliff Richard proves he is as popular as ever, having appeared in the chart for more than 30 years.
www.greetingstoday.co.uk 9 18/12/2019 11:56
spotlight
A selection of the latest greetings, gift and industry services releases
Brown Trout
Brown Trout are pleased to announce a number of new licenses set to launch in 2020. On The Prowl After the success of Factory Rights and Rupert Fawcett’s ‘Off The Leash’ range with sales rocketing into and throughout the festive period, BrownTrout gets on board with another of Rupert’s pet friendly cartoon licenses ‘On The Prowl’ this time with a feline focus – showing the comical side of real conversations between cats! Woodmansterne have been featuring the cartoons across their card ranges for five years and so is a testament to the popularity of these cartoons. Fred Basset Box Calendar The Fred Basset cartoon has been published in the Daily Mail newspaper and latterly The Mail On Sunday, from 1963 to the present. Since the license was obtained in 2018 to publish a range of calendars with BrownTrout, it has emerged just how timeless and relatable the designs are to the brands wide reaching audience. For 2021, through the relationship BrownTrout has with Andrews McMeel Publishing a brand new format makes the cut for this range of much loved calendars. Fred Basset gets its very own Day-To-Day boxed calendar. A perfect desk companion providing a fresh cartoon daily, depicting the humorous adventures of Fred and his friends. Distribution of Abrams Calendars in the UK Andrews McMeel Publishing (AMP) has entered into an agreement with ABRAMS to print and distribute their calendar program beginning with the 2021 calendar season. Through their current relationship with AMP and the existing distribution line from Universe, BrownTrout acquires the UK and Ireland distribution rights for these calendars – previously held by Chronicle Books UK. The ABRAMS range is huge with the list including such renowned titles as The Legend of Zelda, Super Mario and Donkey Kong. Other titles include Extraordinary Chickens, French Country Diary and William Wegman Man’s Best Friend Wall. This eclectic line of calendars will nestle perfectly amongst BrownTrout’s wider catalogue for 2021, their ever-evolving and growing array of calendars suit passions from Film and Gaming, to Wildlife and The Arts even Sport and Humour. With the addition of these ABRAMS titles the aim is to further strengthen the rapport with AMP, promoting further growth for all involved.
T: 01173 171 880 www.browntroutuk.com
ArtEco Designs
ArtEco Designs are highlighting green issues with a new illustrated range. Spread the Word is artist Bea Baranowska’s very personal response to the climate crisis, based around the little things that everyone can do to help. Featuring bright and beautiful artwork, the range doesn’t aim to preach, but to spread the message, ideas for making a difference in a very difficult time. ArtEco Designs MD Martin Gaunt explains why Bea’s images had immediate appeal, “With our company background in natural history documentary-making, our raison d’être has always been to encourage a wider engagement with the environment and cards are a great medium.” ArtEco Designs have their own FSC chain of custody and are audited regularly, use compostable, plastic-free, packaging, and print only in the UK. The new range is available in 160mm x 160mm square and 120mm x 170mm.
T: 01209 315 685 sales@artecodesigns.com
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Cath Tate Cards
Cath Tate Cards has gone wild for wildflowers with a range of beautifully hand painted cards by artist and gardener Charlotte Day brand new for Top Drawer. These six A5 wildflower illustrations are printed on recycled paper that contains UK native, non-GM wildflower seeds. It’s a gift that keeps giving – when you’ve finished with the card, you can plant it and it will grow into beautiful wildflowers! The range includes a Mother’s Day design, Thank you, Happy Birthday, Thinking of You and two designs perfect for gardening enthusiasts. Manufactured and printed in the UK and comes with a kraft envelope.
T: 02086 712 166 www.cathtatecards.com
Meraki
The Golden range is sassy, with catchy shout out statements that pop from strong vibrant coloured backgrounds and a whole lot of gold, gold, gold! Each icon or animal is fully foiled making these cards shine from afar on the shelf. They are pretty, but strong, loud but not brash and their contemporary feel mean they would look fabulous framed. This makes the whole range super collectable. The Fiesta range features adorable animals, delicious looking cocktails and the occasional rainbow, all created in a very unique art style. The colours feature a knocked back sugar palate with earthy tones, brushed in places with a gold foil. All with a very personal feel.
T: 020 7582 8244 www.paperlink.co.uk
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spotlight Fay’s Studio
To mark 10 years in the greetings industry, Fay’s Studio is excited to launch its brand new website! www.faysstudio.com. Fay Miladowska, Director of Fay’s Studio, had the vision to create a trade only website to make ordering and reordering much easier for her lovely customers. Not only this but the website also showcases her story so far, how The Prince’s Trust helped her to launch her company in 2009, how she grew the business from its humble beginnings and her struggle with chronic illness. The website also shows her archive of freelance illustration projects, TV and magazine appearances and her fundraising efforts. Existing Fay’s Studio customers will by now have received information on how to create their personal login, and new customers can register for an account through the Trade Login page. Fay has also been responding to what her customers have been saying and has spent much of her time considering sustainability and what this means to her business as we move into a new decade. As such, in 2020, all Fay’s Studio products will be hand-finished in house using Bio-Glitter which is derived from 100% sustainable plant cellulose. This move into biodegradable glitter is one which Fay considers to be one of her brand’s core ethics, to have as low an impact on the environment as possible. She devotes her time to designing and creating products which are made using FSC certified board and papers, recycled envelopes and recyclable packaging. Fay’s work is always inspired by the wonderful flora and fauna the planet has to offer.
T: 07817 412 086 www.faysstudio.com
Laura Darrington Design
Fresh for 2020, Laura Darrington Design are proud to launch their newest everyday range: The Glow Collection. Featuring vibrant colourways and sophisticated design as standard, the collection is a welcome return to their larger square card offering. Comprising 36 new designs catering for male and female relations, ages and general birthday. Trade £1.25, RRP £2.99 In a concerted effort to curtail the use of single use plastic, all orders can now be packed either ‘naked’ or cello-bagged. Visit them at Spring Fair, NEC - stand 2B53.
T: 0116 284 9660 info@lauradarrington.com www.lauradarrington.com
14 www.greetingstoday.co.uk Spotlight 2.indd 3
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Calendars, Diaries & More!
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spotlight Museums & Galleries
Museums & Galleries have invested heavily in the gift packaging category over several years now and have built up a comprehensive and stunning collection of inspiring designs, many from brand licensing sources, and encompassing fine art, contemporary designer, and classic character-based design. For 2020, some of M&G’s brand new licenses make their debut on sheet wrap Judith Kerr’s ‘The Tiger Who Came to Tea’ (the book is celebrating its 50th anniversary in 2020); ‘Matilda’ and ‘Charlie and the Chocolate factory’ by Roald Dahl, exotic decorative typography design by mid-century artist Ernest Dinkel, powerhouse theatrical designers MinaLima’s contemporary illustrations to classic books, and artist Helen Ahpornsiri’s delicate and intricate nature art under the label ‘Wild Press’. All of M&G’s list of major British fashion and textile designers - Matthew Williamson, Cressida Bell, Zandra Rhodes and Dee
Hardwicke have new wrap updates, as do the major museums: V&A, Natural History Museum, Tate, and British Museum. Major themes coming through the collection are the natural world (African savannah and Arctic ice) - there are also some new photographic designs - and the art of Japan. M&G publishes sheet wraps and roll wraps. There are also collections of double-sided wraps and foiled wraps. Many of the wrap designs are also available in gift bags (three sizes) and gift tissue packs. Launched last year, M&G has also increased its Christmas gift packaging offer: the same categories apply, including sheet wrap, roll wrap, gift bags in three sizes (including bottle bags), and tissue.
T: 01373 461 455 sales@mgml.co.uk www.museumsgalleries.co.uk
Kali Stileman
There has been lots of new and exciting things going on at Kali Stileman Publishing - most of all the expansion of their tiddly widdly range! The hashtag tiddly widdlies come in contrasting bright colours and feature a bold hashtag symbol with words such as ‘whoops’, ‘love ya!’ and ‘well done’ to name just a few. Then the wordy tiddly widdlies showcase the talented Kate Brockie’s fab calligraphy with phrases such as ‘yippee!’, ‘bonjour’ and ‘hip hip hurrah’. Both collections are perfect for any occasion, and are suited to any age or gender. Size 125mm x 95mm and sold with a crisp white envelope.
T: 01305 848 899 http://kalistileman.co.uk/
The Handcrafted Card Company
The Handcrafted Card Company have a space-inspired range ‘Nova’ as a new release for 2020 and they’re out of this world! With bright, vibrant colours and hints of chromatography, these cosmos themed cards are printed on 350gsm boardstock and finished with stunning holographic foil to create a night sky full of stars. These cards measure 120mm x 170mm and come with a grey envelope.
T: 01782 639 733 www.thehandcraftedcardcompany.co.uk
16 www.greetingstoday.co.uk Spotlight 2.indd 4
18/12/2019 16:48
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spotlight
Abacus Cards
Pink Pig Cards
The new African animals’ images in Pink Pig’s popular ‘Dusk’ greeting card range are sure to make an impact in 2020 – with a striking colour palette of vivid hot pinks, inky blue skies, and golden sunlight – they’re not to be ignored. Also brand new this year are Pink Pig’s fabulous art prints featuring all the beautiful animals in the ‘Dusk’ range. Printed on high quality card and cello wrapped with backing board. The whole of the popular ‘Dusk’ greeting card range images are available as Art Prints. The prints fit a standard 50 x 50cm Ikea frame, which will surely appeal to customers. (Please note, frames are not included with prints)
Introducing Mix It Up an amusing and light-hearted selection of fun, photographic, birthday designs targeting teens to 30-somethings. These bright, bold colourful designs are an easy send. The range features popular subjects including music, gaming, flamingos as well as birthday balloons. The offering comprises an equal mix of designs suitable for male and female recipients. Simply greeted with a front caption the designs feature a simple birthday message inside. Printed on smooth board, the images are complemented by clean white borders and finished with gold hot foil captions and details.
T: 01638 569 050 www.abacuscards.co.uk
T: 07583 088 596 www.pinkpigcards.co.uk
Art By Janice
New designs have been added to the Cameo Creatures Collection for publisher Art by Janice including these cheeky Meerkats. Two versions are available, one with the trio in the ‘Close-up’ collection and the other design with wording ‘A mob of meerkats, a gang, clan or a party, happy birthday’. Further designs feature hedgehogs, peacocks and bees among others. These greetings cards, plus lots of other new designs are being launched at Spring Fair, visit them at stand 2E71.
T: 07860 633490 www.artbyjanice.co.uk
18 www.greetingstoday.co.uk Spotlight 2.indd 5
Wee Wishes
A Wee Touch of Sparkle is the brand new range from Wee Wishes showcasing their unique blend of quirky humour and gorgeous designs. The collection features nine different designs, all with a subtle sparkly finish. Laura, recently having taken on the role of Managing Director of parent company Embroidered Originals (which is into its third decade of trading) says, “Our cards always offer something different and this year’s batch of new designs are our best yet with new finishing techniques and bright bold designs.”
T: 01337 830959 www.embroideredoriginals.co.uk
18/12/2019 16:48
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Balancing Act
This year marks a milestone for Rachel Hare and Belly Button Designs as she celebrates the 25th anniversary of the business she started from her bedroom, with big plans for the company moving forward. its 25th anniversary there are events planned to celebrate the milestone and new developments to be launched. “2019 has been a great year for us and we’re very excited for 2020,” says Rachel. “This is a landmark year which sees us celebrate our 25th anniversary for providing designled greeting cards, which now extends into a growing range of giftware that greatly opens up our offering to customers. We have a big stand booked for Spring Fair and will have branding to celebrate the anniversary.” With three arms to the evergrowing organisation, Rachel is never short of things to do or people vying for her attention. “It’s kind of balancing the creative side with running the business. I’m the Creative Director but also the principal of the business, so
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n 1994, as a university graduate of the arts with some experience as a professional artist, Rachel Hare had the idea to make hand painted cards and sell them in a friend’s shop in Manchester. Surprised by the popularity and success of that initial set, Belly Button Designs was formed with the help and support of the Princes Trust. Now in 2020, the business has evolved to encompass greeting cards, giftware and three retail stores and as the company marks
I’m involved in everything. Then I balance this with my home life and three children.” With so many things to juggle, you could wonder if some aspects of the business take precedence over others, or if she has a favourite, but this isn’t the case. “Yes, there are three sides to the business so there is always something to work on,” Rachel explains. “Not that one side is any more important but they are just different to each other. Belly Button Designs is all about the cards and that creativity and that will continue.” Spring Fair will see Belly Button Designs launch new lines and products across their cards, stationery and giftware. Brand new lines have been added to Number78, Elle and Luxe card ranges. After the success of the
Belly Button Designs is all about the cards and that creativity and that will continue
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Wild Things range, a new children’s card and stationery collection has been developed called Wildlings. Plus, a new contemporary sentiments range called Electric Dreams is set to be showcased. This fresh range with its uplifting captions capitalises on Belly Button Designs’ environmental focus and is printed on 100% recycled board and accompanied with an envelope made from recycled coffee cups. While creating design-led greeting cards and giftware that centred around style and luxury has been at the core of the business from the start, Rachel and her team are determined to make high-quality products with heart and integrity that still take social and environmental impacts into consideration. Belly Button’s products only use FSC® certified paper and boards, biodegradable glitter and compostable bags in their aim to become plastic-free. All of the greeting card products are designed, made and hand-finished in the UK as well.
20 www.greetingstoday.co.uk Cover Story Belly Button 2.indd 1
18/12/2019 11:37
COVERSTORY It is the giftware ranges that will see the biggest push moving into 2020 as giftware is rebranded to align with greetings. “Giftware is a big focus now. We have plans to develop more product in our giftware range and want to build up that brand over the next five years.” By rebranding the lines, Rachel hopes to use the recognition and prominence she has established within the greetings industry to strengthen the giftware. The giftware collection will be relaunched with new ranges, designs, styles and products for a new beginning for the company. So, what prompted this change? “Belly Button look to always reinvest in development and newness, that way we create a strong brand look and remain truly unique. We grab change with both hands to think beyond the boundaries and look to the future with strong design-led product critical to our development, and the ever-changing needs of the retail environment and our customers,” explains Rachel. Rebranding and relaunching are not easy decisions to make, but that is a skill Rachel believes she has gotten better at over her time in business. “I wish I’d been better at decision making when I started out,” she laments. “These days I’ve a lot more decisions to make and now I make them a lot quicker. I try to be more organise and informed than I was in the early years, so I make decisions quicker and try not to worry if it’s a mistake. If things go on too long it’s a nuisance. I’m a lot tougher with decisions now and I will make a decision straight away in a meeting instead of parking it and thinking it over too long. I suppose this came with confidence too though.” Teamwork is another key aspect to the success of Belly Button Designs, with a strong team at the centre of the business from the start. Tenacious, passionate and creative are just some of the words Rachel uses to describe those who work alongside her. “Everything we’ve ever done has been a team effort,” says Rachel. From the other creatives to the agents and the staff at the retail stores, Rachel believes the ongoing success of the business is due to people’s hard
work, tenacity and good ideas. “Being nice to people helps too,” she adds. Good service is one of the aims of the retail arm of the business which currently has three stores located around Belly Button’s hometown. “With our head office based around Manchester, it made sense for our three very beautiful card and gift boutiques to be set within the Northwest suburbs, showcasing Belly Button product and other leading brands such as Jellycat and Pilgrim. Plus, we also offer our special personalised card service,” Rachel explains. The first boutique opened in West Didsbury, a leafy area with a laid-back vibe. A second store is in Heaton Moor and features a huge collection of cards and giftware - including their own designs of course. The most recent addition is in the trendy hipster village of Chorlton on Beech Road. Nestled among a mix of independent retailers the boutique offers customers an eclectic collection of cards and gifts. The stores provide Rachel and her team the perfect opportunity to see things from a retailer’s perspective and get direct feedback from their customers. “We too feel and directly see the uncertainty and effects of the high street,” Rachel says. “But we use this insight to provide feedback to other aspects of the business and ultimately it fuels the creativity in the studio. Our boutiques provide us with the perfect opportunity to see things through the eyes of a retailer and engage with customers.” With all this going on in 2020, what else in store for Rachel and Belly Button Designs over the next 5, 10 or 25 years? “Well I don’t plan to slow down that’s for sure,” she laughs. “This year I will be back in touch with the Princes Trust, as that’s how it all started. We’re growing giftware and with more products comes more reinvestment. But ultimately, we’re driven by market trends. We will always stay true to our roots but the goal is to continue to deliver irresistible designs backed up with excellent customer service. Expect to see a great deal from us in 2020 and beyond!”
Come and see us at.... Spring Fair Stand 2G10
www.greetingstoday.co.uk 21 Cover Story Belly Button 2.indd 2
18/12/2019 11:37
WARD’S WORDS SARAH WARD
GIFTWARE ASSOCIATION
How to capture a millenial audience Knowing your customers is paramount in retail and with half the world’s working population now made up of millennials, it’s time to grasp how best to communicate with them. The Giftware Association CEO Sarah Ward looks at how best to target this audience.
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ith business being tough out there and marketing campaigns becoming more targeted and personalised to specific audiences, how does a business focus on the customers that they really want to buy their products? Millennials and Generation Z make up over half of the world’s working population, and command billions of pounds in buying power. Although targeting this audienc e is not as easy as first seems, as the recent study by the Boston Research Group has found, there are six segments within this demographic that all have their own behaviours and nuances. Even so, there are still familiarities that you can use to your advantage when targeting this audience, which are highlighted here.
FRICTONLESS EXPERIENCES This is something that we have seen traditional retail stores really get to grips with. Creating an experience within the shops to keep consumers in there longer, with the hope that they spend more. An example of this is a lot of department stores now have a coffee shops, or a juice bar, depending on what area of the country that you are in. More stores are employing this to help combat the issues on our high streets.
recent years with the rise of Instagram Influencers, members of this generation will for a fee, help promote your product, experience or brand. Though always be wary because as soon as they jump onto trends, they are just as quick jumping off them, as was proven with a famous Instagram influencer ARII, who has 2.6 million followers, but could not promote her own fashion label and was only able to sell 6 t-shirts.
SPEED AND FRESHNESS A GENERATION DISRUPTED Speed and freshness are key in According to the most recent Speed and capturing the hearts and minds of report by Deloitte, they discovered freshness are key millennials and Gen Z, they are that millennials are very disrupted. always on the look out for the next This could be because they are in capturing the new things, or next adventurous pop perpetually caught in the crossfire hearts and minds up, and exclusivity is a big draw. of social, political and economic Brands like Supreme have owned this of millennials and commotion. A lot of this has come exclusivity by having limited edition Gen Z, they are from the age at when they have t-shirts selling at high prices to the entered the working market, it always on the look was the time of the economic first customers in line, with queues of 100 deep around their Soho store crash, making it hard for them to out for the next on release days. Being part of the find work or stable jobs, this has new thing moment as well is another drawcard. led them to build up a distrust in Millennials like being able to capture big corporations and brands, and it on Instagram and then shout about where they instead preferring to look for the novel, the new were, what they have bought and how exclusive it is and independent. to their audience, brands copying in this are sure to As a retailer it’s important for you to research draw a buzz about their products to this social-media your audiences as this will provide valuable clues and tech savvy generation. about how you can respond to those generational differences in mutually beneficial ways that could THEY HAVE A LOVE HATE RELATIONSHIP increase trust, generate positive societal impact, WITH SOCIAL MEDIA and meet their high expectations. As mentioned above, Social Media is a big part of millennials and Gen Z. It’s a place they can instantly share their experiences as well as tag in brands and further help promote products. As we have seen over
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Sarah Ward is Chief Executive of the Giftware Association which is at the heart of the gift industry supporting members by offering invaluable advice and assistance. Coming originally from a retail background she then worked at Penny Kennedy gaining extensive knowledge in the card, wrap and stationery sector, and now utilises these skills across a broader environment. T: 0121 236 2657 www.ga-uk.org
22 www.greetingstoday.co.uk Ward's Words 2.indd 1
www.facebook.com/greetingstodaymag @greetingstoday 18/12/2019 14:28
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SHOP TALK
Shop Talk
Sarah Holmes Pencil Me In Elgin, Moray, Scotland
Greetings retailers tell it how it is....
Christine Holmes Flaunt It Cards, Gifts and party shop Welshpool, Powys, Wales How did you get into the greeting card industry or retail? I have always loved cards and after been made redundant 10 years ago I decided to work for myself. I started on a market stall first of all in various towns in the Midlands, then after a really harsh winter where my hair froze solid on Uttoxeter street market I decided it was time to come inside. I had a space on the indoor market in Welshpool and was supported really well by the locals, who encouraged me to actually get a shop so I could expand my range (and be warmer still). Flaunt it was opened on my birthday in January 2012. It was an old furniture shop off the main shopping street in a lovely shopping area called Puzzle Square which now hosts 24 independent shops selling lots of different things. What are the best & worst thing about working in retail? The best thing about retail is choosing the items for my customers who repeatedly return as they like your choice so much. This gives you great job satisfaction, knowing you have a good eye for your local community. The worst thing about being in retail is how the large multiples come along and try to crush you out of the market. With online shopping now being so efficient, it is hard to sell the “shop local” campaigns to customers. I have a very loyal base of customers and I appreciate that you can’t win them all but when a local national freezer centre starts selling seasonal greeting cards conveniently placed by their tills it gets very frustrating. I don’t wish to sell pizzas or fish fingers lol. The big boys are getting very greedy, whereas local traders support the local community more. What is in your window at the moment? My window currently hosts a knitted nativity scene a customer kindly made for me, to remind people of the reason for the season. This is surrounded by all things needed for the big day: gift bags, wrap, cards, gift ideas. I have a large window which takes ages to fill... but it is very important to get it right to attract people. What cards are selling well in your store at the moment? It is really hard to distinguish which cards are selling the best at present but I would say Nigel Quiney has definitely made a big leap this year.
24 www.greetingstoday.co.uk Shop Talk 2.indd 1
What is your favourite item in store? My favourite items in store are definitely my greeting cards. I choose them all personally with people in mind. I have a really large range of suppliers these days: Noel Tatt, Words ‘n’ Wishes, Nigel Quiney, UK Greetings, Cherry Orchard, Country Cards, Leonard Smith, Cardigan Cards, Lanther Black, Flying Teaspoons, Heart of the Garden, Rothbury, GD publishing and Periodic Society. I also think the budget ranges from Simon Elvin and Out of the Blue are really getting quite impressive. I also personalise gifts in store which is very satisfying. I not only print people’s photos on mugs and cushions but as a keen photographer myself I put some of my photos on them. This gives me a real buzz when I sell my own designs. What card range or category do you always ensure you keep in stock because of its popularity? I always make sure I have a good choice of Words ‘n’ Wishes and Country Cards in as this brand is perfect for this rural area. What is the most surprising thing a customer has said or done? Welshpool has a really close community. I have to commute 28 miles each way to the shop and when the weather is bad, I’ve had several customers offering me a bed for the night to save me travelling home. I have had cakes, flowers, biscuits brought in as surprises many times too. Have you had any strange/unusual/ unique requests for something on a card and did you have the stock to meet the customer’s needs? I always go the extra mile to get in requests for customers. I regularly go to wholesalers or meet up with company reps so I know what designs are available. So, if someone wants a card with pigs on it, I know who to get it from. If you could send anyone a card from the past or present, who would it be and why? If I could send a card to anyone from the past it would be to my nan who died when I was 17. I have some gorgeous “nan” cards with loving verses in them – she would have loved them all. How do trade magazines like Greetings Today help you? I love it when the trade magazines come through the letter box. They are informative and full of lovely new ideas. I also find them supportive in this difficult trading time. You sometimes think you are on your own with the struggle but soon realise that everyone is in the same boat. It is important to read these magazines to keep up on the new trends and design ideas coming out.
How did you get into the greeting card industry or retail? In 2014 after a stressful and overworked few months in my banking job, a friend opened a small shop and I felt so envious and realised I wanted a bash at this childhood dream of mine. I found a space I could afford and opened 5 years ago in Salford. It was open part time with a member of staff in the week while I did weekends while still working part time. In the beginning we had a smaller range of cards, and didn’t do too many occasions. It was a very design led collection. We relocated to Elgin in north east Scotland in 2016 and opened here in the June. The space being 3-4 times bigger. I hugely expanded the card section and it’s continued to grow year-on-year. What are the best & worst thing about working in retail? Retail is a rollercoaster, the best thing for me the connections with my customers. That’s why I became a shopkeeper. The chat, sharing of stories and product knowledge. And of course, talking about the weather. The worst... it’s got to be a bad sales day or week. It can really pull your mood down. But you’ve got to remember the bigger sales picture. What is in your window at the moment? A hundred or so pencils! Hand drawn to look a little bit like falling snow! We have a real mix of product but Jade a Fisher is filling one side with her beautifully illustrated cards. What cards are selling well in your store at the moment? Stormy Knight - we ordered from Sarah in April this year for the first time after a recommendation from a friend of hers. Her cards have sold really well and we’ve had 3 orders this year. What card range or category do you always ensure you keep in stock because of its popularity? Kate & The Ink has been a constant of ours since 2017 closely followed by Jade a Fisher (we were her first shop!) What is the most surprising thing a customer has said or done? One customer asked for a card suitable for someone on death row. Surprisingly we found one suitable!
www.facebook.com/greetingstodaymag @greetingstoday
18/12/2019 14:12
Dave Hockridge Present Surprise Chichester, West Sussex How did you get into the greeting card industry or retail? Well it started a long time ago! When I left school, I worked for Burton in Regent Street. I enjoyed dealing with customers and spent several years in and out of retail over time. When I got the opportunity to buy an already established business, I jumped at the chance. That was in 2012, so we are now into year 7.
What is your favourite item in store? My favourite item in store is the Rambling Mansions “Noddy” card - just because it is interesting to watch people’s reaction when they read the punchline.
What are the best & worst thing about working in retail? The worst thing is definitely that everything is seven days a week nowadays, so there is very little time off. As every business owner knows, the day is extended well beyond opening hours and many a glass of wine is consumed trying to decide what to stock and where to put it! So it is important to spend any leisure time you can with people and animals whose company you enjoy. The best thing about retail is seeing that the customer is getting just what they want and that the recipient of the card or gift is going to enjoy it too. Encouraging the customer to see their purchase as a pleasure and not a chore is very important, particularly around Christmas when long faces abound as people search for the ideal gift. We have made quite a few friends over the years with regular customers, who tell us all about the friends and relatives for whom they are buying, so that we can point them in the right direction.
What card range or category do you always ensure you keep in stock because of its popularity? Woodmansterne Quentin Blake cards just plod away. They are a big hit with the older clientele and are always on our re-order list.
What is in your window at the moment? As I write, the Christmas window display is drawing customers into the shop. We won a silver award for creativity and spectacle for our window display in this year’s competition (judged by Hugh Bonneville). By the time this issue is published, we will have a Valentine theme with hearts, red lighting and lots of romantic gifts. But we will also make sure there is some humour for those who struggle with the hearts and flowers bit! What cards are selling well in your store at the moment? Dean Morris is always a popular line and these cards have continued to sell well over the seasons – and not just the rude ones! Twizler is also a very popular range, with their comic drawings and straplines. Simon Drew and Bug Art also sell really well. In addition, we see a large number of Tracks “naughty by nature” cards leaving the shop.
What is the most surprising thing a customer has said or done? There have been a number of times when a visitor to the shop has surprised us with their reaction to our stock. For example, we have a number of retired clergy who visit the shop to buy very rude cards. We also see quite young people who appear very offended by them. Have you had any strange/unusual/unique requests for something on a card? We do get some odd ones! We were recently asked for a Christmas card with a picture of a yacht on it. I have also been asked for “Happy Divorce” cards, which I know probably exist, but I would love to see the reaction of the recipient. We also get requests for “personalised” cards that say things like “Congratulations to my Daughter on her graduation” or “With Sympathy on the loss of your cousin” – I never really understand why people don’t just use a pen! If you could send anyone a card from the past or present, who would it be and why? If I could, I would send a rude Dean Morris card to Mary Whitehouse. I’d like to see her reaction, but also, I think she’d love them! How do trade magazines like Greetings Today help you? Trade magazines help us to find new suppliers and with a couple of samples, we can usually tell if a range will sell to our customers.
Denise Laird Spirito Glasgow, Scotland How did you get into the greeting card industry or retail? Almost 20 years ago, with no experience in the card industry or retail I decided to open a card and gift shop and as soon as I opened it I thought – oh this is for me! It was all of the things I loved – cards, design, display, buying and working with the public with no two days the same. What are the best & worst thing about working in retail? For me the best thing about working in retail is sourcing and buying products, pleasing customers and being able to work with enthusiastic staff and such lovely creative people within our suppliers and helpful sales reps. On the days that everything just works and falls into place there really is no better job for me. The worst thing is running out of space, time or energy. What is in your window at the moment? Katie, our very talented shop manager has a beautiful Christmas themed window which includes a five-foot Nordic Santa and lots of fairy lights. What cards are selling well in your store at the moment? The Handcrafted Card Company’s Christmas cards are lovely and have been doing really well. We have repeated on some of the most popular Christmas relation titles this week and have had excellent customer service and speedy delivery from the everhelpful Mark.
Shop Talk 2.indd 2
What card range or category do you always ensure you keep in stock? I would say Five Dollar Shake Age and Wedding cards. We try to keep on top of stock levels as they are so popular and absolutely perfect for that special occasion. Five Dollar have just launched another beautiful range in the last few weeks too. What is the most surprising thing a customer has said or done? We received a lovely letter from the House of Commons containing an Early Day Motion which was raised by Carol Monaghan MP, a customer, congratulating us on our awards last year and commending us for good service to retailing the community. We were so delighted and proud we have it framed taking pride of place in the shop. Have you had any strange/unusual requests for something on a card? Over the years we have had many requests that, although unusual at the time, now seem commonplace – however we do still get some surprising requests including a customer recently who asked if we had a card saying ‘Congratulations on your Boob Job’. If you could send anyone a card from the past or present, who would it be and why? I would send a card to Mary Portas to thank her for her hard work in supporting retailers and the High Street.
18/12/2019 14:12
PREVIEW TOP DRAWER
Bolder Than Ever Live Design is the theme for Top Drawer S/S20 with plans to celebrate innovation and creativity within the design community like never before.
T
op Drawer kicks off 2020 with a bold start to the new year and new decade with a campaign and ethos that focuses on the very thing that connects its community. Live Design illustrates the elements that make the
show about more than just buying and selling, but also a place that stimulates the sharing of ideas and experiences. Show Director, Alejandra Campos explains, “Passion for design is at the very heart of our DNA and shared by everyone who is part of Top Drawer – from retailers, exhibitors and designers to our curators, speakers and organising team. The 2020 Live Design campaign captures both the individuality and togetherness of this design community, and celebrates its love and passion for innovation and creativity. As we open the international calendar, Top Drawer S/S20 is the destination for creative buyers to source the newest products from the very best design-led brands and new names – and to discover the latest trends and be inspired with our unique show content and features.”
Top Drawer S/S20 Olympia London January 12-14
PaperAwards Finalists The finalists in this year’s PaperAwards have been announced, with the winners to go on display at Top Drawer S/S20 in January. Supported by G.F. Smith, the awards are in their eighth year and celebrate design, creativity and innovation within the Greetings and Stationery industry.
The finalists are: Engaging Print
Lagom Design Meraki Hotchpotch Type and Story 1 Tree Cards Sadler Jones Exciting Use of Colour Lagom Design
For over thirty years, Top Drawer has been the bi-annual meeting place for creative retailers and interior professionals who share a passion for design. As the first trade show of the year for the greetings and stationery industry, it is a popular destination for product launches from many publishers and manufacturers, but there are also opportunities to discover emerging talent, making meaningful connections and be inspired for the year ahead (and beyond). Within the Greetings & Stationery sector this season, visitors will discover an array of leading names and new publishers including the likes of 1973, 30 x 40, The Art File , Arnelle Woker, Archivist, Belly Button Designs, Caroline Gardner, Deadpan Cards, East End Prints, Folio, Mean Mail, Meraki, Ohh Deer, Old English Company, Paper Plane, Pavillion, Portico Designs, Rama Publishing, Text From A Friend, The Pop Out Card Company, UWP Luxe, and Wood-ism. The variety of publishers means retailers and buyers have
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Earlybird Designs Raspberry Blossom Crispin Finn Elvira Van Vredenburgh Designs Type and Story Emotive Design ola Sadler Jones Wanderlust Paper Co. Raspberry Blossom Dicky Bird Kinshipped Best Stationery Design ola The Completist Crispin Finn Sleepy Bee Studio The’Room’Alive Block Design
plenty of options to choose from when trying to find those all-important wow products to put on shelves. Keeping the needs of the industry at the heart of the show’s evolution, the considered expansion of its curated sectors and seminar programmes, as well as the introduction of more networking opportunities than previous shows, all have the aim to enrich the Top Drawer experience for visitors and encourage a deeper connection between buyers and suppliers than ever before. Top Drawer will take place at Olympia London from January 12-14. All content and exhibitors are carefully edited by a panel of experts to excite, inspire and, ultimately save buyers time with the knowledge that they will only see the best. Top Drawer S/ S20 will showcase a combination of established and new names among the 1,500 brands on display across Greetings & Stationery, Gift, Home, Fashion, Craft, Spotted | Pulse, PLAY, Wellbeing and the Food Emporium.
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18/12/2019 17:19
PREVIEW TOP DRAWER
VENT for Change VENT for Change, the sustainable stationery brand that protects the planet and supports children’s education projects worldwide, has been shortlisted again for the Gift of the Year Awards in the ethical and stationery categories. This year’s entry is their new Write range of A5 and A6 notebooks. Raw and unashamedly recycled in appearance the books have 100% recycled untreated card with FSC certified sustainable paper. Every item in their range is made with the environment in mind. Other items include pocket books made using reclaimed coffee cups and 100% recycled paper, stylish reclaimed leather notebooks with FSC certified papers and pencils made in their UK factory from recycled CD cases. VENT is one of a growing number of conscientious brands that combine beautifully designed products with an ethical purchasing option for their customers. Set up by social and environmental entrepreneur Evan Lewis, Bristol based VENT for Change combines its support of global education with impeccable eco credentials. “As a responsible sustainable stationery brand considering our environmental impact is one of the most important elements in the design and creation of every item in our range,” Evan Lewis, Founder VENT for Change. Being shortlisted again in both Ethical and Stationery categories further cements VENT’s position as one of the UK foremost ethical and social businesses. VENT has focused its attention on retail throughout 2019 and will continue to prioritise the high street over their online offering in 2020. “The success of the range in 2019 has been extraordinary, coming from a long career in retail it’s a welcome change to have the opportunity to sell such an inspiring range. Retailers large and small across the entire country are showing interest and experiencing fantastic sales.” said Lucy Heath, Retail Sales Director at VENT for Change. If breaking into retail wasn’t enough of a challenge VENT also organises a nationwide Global Education Day called Share a Pencil Day. Since 2017 more than 150,000 UK school children have signed up to take part, with every one of them learning about the importance of education and how millions worldwide are missing out. VENT also run their Ambassadors for Change programme giving away tens of thousands of pencils to charities and volunteers working in education overseas. As we see more and more demand for sustainable, environmental and ethical product VENT is definitely one to put on the watch list. To see their full range and find out more about the campaign they are running during National Stationery Week they will be at Top Drawer on Stand Z45.
Stand Z45 T: 07768 195 066 www.VENTforchange.co.uk
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18/12/2019 15:05
PREVIEW TOP DRAWER
The Art File The Art File are excited to be exhibiting their brand-new Everyday card and gift wrap collections at upcoming Top Drawer on January 12-14 (stand W41) and Scotland’s Trade Show on January 19-21 (stand G35). The team have been extremely busy over the past few months, with their awardwinning in-house design team producing some beautiful new collections as well as collaborating with other fantastic external artists. The Art File will be launching 316 new products across eight brand new ranges, five exciting range extensions, and four new gift packaging collections. Here’s a snapshot of just some of the new collections that they are launching in 2020. The design team have created an impressive, eye-catching collection of birthday and occasion cards for men that have been aptly named Vertigo, as a vertigo sensation is created by the clever designs. They have successfully injected humour into the range, so these aspects coupled with embossing and textured foiling really makes the collection stand out. The Art File is thrilled to introduce their
Cinnamon Aitch January will see the exciting launch of three brand new ranges for Cinnamon Aitch. ‘Armadillo’ is a fun range of colourful animals designed with collaged textile elements and gorgeously finished by hand with sparkly gems and custom-made buttons. In contrast, ‘Geometrix’ offers sharp, fresh, contemporary design with beautiful embossed details on a luxurious heavyweight board. ‘Ditsy’ completes the trio with hand-painted springtime flowers and leaves, perfectly pretty for the season.
collaboration with the popular external artist Kate Heiss, called Nature Trail. Inspired by the beautiful natural landscapes of East Anglia, this collection combines Kate’s love of florals and bold colours. The heavy debossing and bright colours accentuate the designs beautifully. Inspired by Japanism, a growing trend for 2020, Sakura Heights features cranes, koi, and the cherry blossom tree that the collection is named after. With beautifully bright, fresh colour combinations set against a white border and intricate embossing, this design really makes an impact. Tranquillity features the calm-inducing combination of mustard, pale pinks and pale blues. The artwork is hand-painted with flashes of gold foiling to add some sparkle. Key words such as majestic, serene and divine create empowering and uplifting phrases, simulating the mindfulness and mental wellbeing trend that we predict will be popular for the year ahead.
Stand W41 T: 01158 507 490 www.theartfile.com
There will also be marvellous new additions to the striking ‘Quirky Bird’ range which will now include all manner of quirky critters, and new additions to the best-selling ‘Cobalt’ and ‘Extra Large Piccadilly’ ranges to include new ages and occasions designs, and of course more birthdays. Not forgetting the launch of brand new Christmas 2020 and much, much more. Don’t miss the loveliness. See Cinnamon Aitch at Top Drawer Stand X46
Stand X46 T: 01217 736 833 www.cinnamonaitch.co.uk
Cath Tate Cards Brand new for Top Drawer, Cath Tate Cards are excited to introduce the new range: Colour me Happy. One of a number of ranges launching at the show, Colour me Happy is a collection of 16 hilarious text cards with embossed lettering over a colourful pastel wash. The range takes a funny look at the pitfalls of (trying to be) a grown up, ageing (dis)gracefully, the joys (and exasperations) of parenthood, and reminds us that girlfriends are the best!
Stand U33
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T: 02086 712 166 www.cathtatecards.com
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18/12/2019 15:05
Louise Tiler Louise Tiler Designs is excited to introduce new greeting card ranges at Top Drawer and Spring Fair in 2020, including the new Paw Prints and Apricot range which contain more of Louiseâ&#x20AC;&#x2122;s award-winning animal illustrations and elegant birthday designs. In addition, Louise Tiler will be launching 20 beautiful new birthday designs to add to the popular 2019 collections, containing meaningful sentiment and beautiful holographic foils.
Stand ZB41 T: 01535 957 878 www.louisetiler.com
Meraki Meraki are super excited to be nominated for a PaperAward at Top Drawer for their Capri range. Each Capri card is a mini work of art representing everyday life in gorgeous pastels with a hint of gold foil. Capri really does have the `chill` factor. These cards have such a therapeutic feel, that casting your eyes across this colour palette and this subject matter, really will leave you with a sense of calm. Short happy messages in a soul pleasing font help add to the feeling of having found sanctuary.
Stand W62 T: 020 7582 8244 www.paperlink.co.uk
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18/12/2019 15:06
RETAIL ADVICE
WITH HENRI DAVIS
A competitive edge
With the New Year comes a busy trade fair season, Henri Davis discusses how trade shows can help retailers and exhibitors get an edge over the competition - if they plan wisely.
I
often get asked by suppliers and manufacturers if they should be exhibiting at trade shows and my answer is nearly always ‘yes’ but my reasons for saying yes will vary. I completely accept that exhibiting is expensive both for the stand, your time away from your business and the travel and hotel costs. But if you’re exhibiting at the right shows and working really hard before, during and after the show to make sure you are making the most of the opportunity, I do believe that over a period you will recoup your costs and if not, you will almost certainly do better than if you hadn’t exhibited. You will often hear exhibitors comment that they receive very few orders at a show, and I am not surprised by that. Buyers from larger businesses are rarely empowered to make unilateral decisions about which products will be bought or how many they need. Even owners of smaller businesses will often put off placing orders until after the show so they can make sure that they are making the right decision. Being at the ‘right’ fairs is critical, don’t waste your time and money being at a show that your target retailers are not attending. If you are clear about the
‘
type of consumer who will want to buy your products, you will also have a view on the types of retailer they will be shopping with be that instore or online. Each trade fair has a set of target retail buyers they are trying to attract, make sure you are exhibiting at shows visited by the retailers you want to get in front of. In the last 10 years we have seen the rise of specialist shows like The London Stationery Show and PG Live to name just two. The clear focus of these shows attracts a retailer who knows they’re looking for products in that sector; they can be very effective for exhibitors and buyers. Buyers visiting the shows gain competitive advantage too often seeing new products before their competitors. As buyers we like to interact with a product, so seeing it for real is much better than trying to evaluate it on a website. Plus, if you’re working in a new sector or you are trying to find a new supplier far better to visit a show to see the product first hand and have conversations with a potential supplier face to face. For a buyer to get the most out of a show I would suggest that you should walk the show looking specifically at the stands of suppliers you don’t currently do business with because this is where you could find the additional product you are looking for; product from suppliers you already work with is easy to access after the show if you run out of time. Before a show you will receive all sorts of emails
Being at the ‘right’ fairs is critical
from the organisers who offer lots of valuable added extras to enable you to make full use of your time at the show. As small businesses we can’t afford to pay for specialist advice on trends, marketing and social media but there might be a seminar that could be really useful for you. Check the timetable and location to see if it could fit with your plans and maybe use the time to take a break and have a coffee or your lunch as well as listening to some relevant free advice. Don’t forget to look at any awards display areas too, even if the product is not suitable it will often highlight a supplier who has relevant products for you that you have not done business with before. Always prepare before you go to a show, so you know the type of products you need to find. If you’re going to find it difficult to cover all the areas of the show, you need to prioritise the most relevant halls and new suppliers and leave the extra bits to the end if you have time. Whether you are an exhibitor or a visitor making sure you’re at the right shows and that you make the most of the opportunity they offer means that you have the best possible chance of gaining a competitive edge over your competitors. I would argue that if it is a show that is relevant to your sector and your market positioning you can’t afford not to be there!
Henri Davis is an independent retail advisor to businesses in the cards, gifts, stationery and heritage industries, with 35 years of retail experience. She has worked for Habitat, Next, WHSmith and the National Trust and now advises small and medium-sized businesses, including retailers, visitor attractions, manufacturers and suppliers. She is the first retailer deputy chairman of the Giftware Association and the recipient of this year’s Greats Honorary Achievement Award. For more information visit www.henridavis.co.uk.
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CHRISTMAS CARDS & WRAP
Seasons Greetings When it comes to the festive season, choosing the right cards and wrap is the best way to finish off the gifts under the tree and show your friends and family that you care, so having a varied offering helps to get everyone in the Christmas spirit.
C
hristmas is the time for giving, and without sounding too materialistic, sometimes the best things to give are beautifully wrapped gifts and cards. With sales of nearly a billion Christmas cards in the UK (single cards and multi packs), it’s safe to say that plenty of people are still spreading joy over the festive season and popping a Christmas card in the post to their loved ones near and far. Of course, like every card category, Christmas follows a variety of design trends and having a mix of cards on the shelves is the best way to please discerning customers. Traditional cards
and wrap will feature the iconic colour palette of red, green and gold and can generate feelings of nostalgia with elements such as Santa, Christmas trees, baubles and bells. A red and white ribbon might nicely finish off any gifts too. For a more glamorous look, dark tones, glitter and stars will be prominent. Industrial vibes will be apparent with geometric designs and hints of copper colouring. Or you can create a party sensation with lots of bright colours, sequins, foil, and even a bit of texture. Any of these styles can be created with the right merchandise from suppliers such as The Art File, Noel Tatt, Glick and others. But it isn’t just the style or colouring of cards and wrap that
What the Retailers Say Jemma from Just Delights, Penryn, Cornwall “The Art File do well at this time of year, plus we have some nice things from Art Marketing. This Christmas we decided to take on a new range to try something different and Rosanna Rossi has gone really well, we’ve had their everyday cards before but the Christmas ones are flying off the shelves.”
Christine Holmes, Flaunt It, Welshpool, Powys, Wales “Noel Tatt are always a top favourite at Christmas, as well as UK Greetings and Nigel Quiney. I also get a budget range from the local warehouse so I have something to suit everyone’s pocket. Cardigan cards is a versey range that is new to the shop this season. It’s going not too bad, I’ve had recipients come back into the store in tears they’ve been so touched.”
Dave Hockridge from Present Surprise, Chichester “It may be Christmas but we still get some odd requests. Someone recently asked if we had a Christmas card with a picture of a yacht on it.”
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Nearly a billion Single Christmas Cards and Multi Packs are sold in the UK customers are considering, with the increase in environmental consciousness and climate change awareness, consumers are being more considerate about what Christmas cards they are purchasing and the kind of wrapping they want to use. There is a degree of misconception in the community, and even the industry to a degree, about the use of glitter and foils on cards and wrapping paper and their impact on the ability to be recycled. Yes, if the paper contains plastic then it can’t be recycled, but it can still be reused (surely my mum isn’t the only one to have a stash of gift bags and paper in the cupboard ready to repurpose?). But just because a roll of paper is shiny, that doesn’t immediately discount it as being able to be recycled. Publishers and manufacturers are becoming better at highlighting their eco credentials beyond the use of FSC card. While the focus has been on the change in cello wrapping to biodegradable or compostable alternatives, or moving to nested and naked cards, other changes have been happening too. Besides the bags, there have been developments in the world of flitter, gems and even inks, with the creation of products that don’t contain any plastic and will break down over time (and not
centuries that existing products can take, if at all). Windles have an enviro-flitter that is a non-polyester based flitter which will naturally biodegrade. Loxleys have an ecofriendly range which includes 100% biodegradable and recyclable flitter and cello bags, plus they have a plastic-free alternative to plastic gems as well as mineral based toner inks. Bio-glitter is on the uptake with publishers such as Fay’s Studio now incorporating in their products. Having these features creates the need for more awareness among retailers though so they can pass the information on to their customers. It’s no use having recyclable paper and cards, or items that can go in a compost bin if customers aren’t told about it, without the knowledge it will all just end up in landfill again. But it shouldn’t just be the wraps and cards which people are informed about when it comes to recycling. There are now environmentally friendly tapes on the market too, as sticky tape reduces a product’s ability to be recycled. We’re sure to see more of these product developments across the new ranges to be released in the coming weeks and months, and Christmas 2020’s offerings may look very different to what was under the tree for 2019. So keep your eyes peeled for what’s out there.
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18/12/2019 16:11
CHRISTMAS CARDS & WRAP
UK Greetings Christmas is a time that brings families and friends together, and UK Greetings can provide cards and wrap suitable for every special person in your life. The Gibson range evokes a classic and elegant Christmas â&#x20AC;&#x201C; featuring heartfelt words, intricate design features and premium finishes. The Carlton brand showcases a more contemporary Christmas look, including super-sendable cutes such as Boofle, and conversational editorial. And to put the fun and laughter into Christmas, the Hanson White brand has got all the puns and festive jokes covered! They love Christmas at UKG, and hopefully their fantastic ranges will help you celebrate in style!
T: 01924 465 200 www.ukgreetings.co.uk
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Magical Christmas A collection of Christmas cards to capture the warmth, fun and meaning of the season.
CHRISTMAS CARDS & WRAP
Ling Design January sees the launch of Ling Design Group’s 2020 Christmas range, which captures the magical spirit of the festive season in one collection of distinctive and unique greetings cards. Christmas 2020 sees the publisher make significant steps towards improved sustainability in its range of boxed cards thanks to the removal of all acetate box lids, equating to 3.5 tonnes of plastic. The acetate will be replaced with cardboard packaging, engineered to protect the integrity of the card ensuring it can still be displayed to maximum effect in store. David Byk, CEO of Ling Design commented, “In light of the increased concern about the environment and the impact of single-use plastics we feel as a team that we must make any changes we can that don’t compromise product quality.” “We know our customers care about the environment, but they also have the challenge of ensuring product is protected and preserved from damage whilst in store. The changes we have made to our boxed ranges actually look even better and the designs really stand out. The packaging still protects the card and we’ve reduced our use of plastic significantly across the whole season, so we feel these changes are a win-win across the board.” In addition, the publisher has also announced a selection of new product highlights across its portfolio of brands for the new season. New Christmas packs from The Curious Inksmith The Curious Inksmith has introduced a selection of irresistible new wallet packs for Christmas 2020. Building on the success of the publisher’s Christmas singles card range launched for 2019, these stylish contemporary packs offer eight cards in two unique designs, each on a luxury board finished with striking foil and a kraft envelope. There will also be a completely new and design-led selection of Christmas singles fresh from the studio, perfect for those seeking a stylish Christmas send. Festive new looks from Talking Pictures The Talking Pictures design team has created an inspired variety of new looks for Christmas 2020. From pom-pom adorned Doodle Pip and festive florals from Damson, to cute range A Festive Tale, which features enchanting illustrations with pad-ons and star embellishments, there’s lots of newness to see. Customers will also love the Christmas version of striking black and gold range Manuka, new festive fun looks from Strawberry Fizz and fresh designs in captivating die cut range Winter Wishes. Find something for everyone from Ling Design Each Ling Design Christmas card begins with the team of artists, who carefully research trends for the 2020 festive season to complement the publisher’s longstanding expertise in Christmas cards. This year offers a hugely varied selection across relations and occasions with real breadth and depth. There truly is the perfect card for everyone – as well as a broad selection of boxed cards to suit all budgets and styles. 2020 sees another stunning selection of Ling Design’s popular Advent Calendars, and boxes and packs that support a host of incredibly worthwhile charities, including Alzheimer’s Society, Shooting Stars Children’s Hospices and British Heart Foundation. Christmas 2020 from Ling Design will be available for pre-order from 1st January 2020, get in touch for more information.
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Museums & Galleries M&G specialises in a festive mix of fine and traditional art for Christmas, with ranges dedicated to religious fine art and contemporary design and illustration, available in both charity and non-charity formats. Major stars of the companyâ&#x20AC;&#x2122;s offer are museum and designer branded ranges from the V&A (home of the Christmas card), Natural History Museum, Matthew Williamson, Transport for London, and the British Library. M&G refreshes ranges every year, focussing on key seasonal trends and best-sellers to build the strongest and most competitive selection possible. With eco concerns rising among consumers, M&G has decided to move away from cello bags and all Christmas packs will now be packaged in cornstarch bags. The boxed card ranges have been extended, and there are now a diverse selection of different sized box selections at different price points.
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Christmas gift packaging is a growing area of interest for the company. The collections of sheet and roll wraps, gift bags (including bottle bags), and tissue have had an infusion of colourful new designs celebrating the joys of the season in traditional, quirky, and lighthearted styles. To see these ranges and more, visit M&G at Spring Fair, Hall 2 G30-31.
T: 01373 461 455 www.museumsgalleries.co.uk
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CHRISTMAS CARDS & WRAP
Special Editions UK Greetings This is a magical collection of Christmas designs featuring over 70 products. These designs capture the warmth, fun, values and meaning of the season. The essence of Special Editions Charity values continues through this range with charity donations from every sale benefitting six major UK charities. These cards offer the perfect way to reach out to loved ones at this special time of year.
T: 01924 465 200 www.ukgreetings.co.uk
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18/12/2019 16:14
Pink Pig Cards Pink Pig have a beautiful Christmas cards range that include lots of relations, and the popular ‘add your town’ cards which customers just love! The Christmas cards are 150mm x 150mm and come in a pack of 6 with quality red envelopes.
T: 07583 088 596 www.pinkpigcards.co.uk
Clare Maddicott The 2020 Clare Maddicott charity Christmas range is now available to preorder. Featuring the stunning work of illustrators Reuben McHugh and Emily Hauck these designs are available in five distinctive looks, with three packs of each style on offer. The collection comprises fifteen stunning 137mm x 137mm square designs, wrapped in biodegradable bags, each pack contains five cards of one design plus envelopes. Clare Maddicott Publications are delighted to be supporting two worthy charities, CLIC Sargent the children’s cancer charity and Parkinson’s UK, through the sale of these fabulous designs. The cards feature intricate hot foil and emboss details and all are simply greeted inside.
T: 01638 569 050 www.maddicott.com
t: 0116 230 4197 f: 01536 401 031 i: @mint_publishing w: mint-publishing.co.uk
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18/12/2019 18:17
ON THE SHOP FRONT VIEWPOINT FROM AN INDEPENDENT
The Ripple Effect
Christmas can be an expensive time of year, but it is also about giving and thinking of others, Joanne Sorrell considers how sending a card is still a great way to show someone you care.
P
utting pen to paper has never been one of my strong points. So when you’re asked to write 700 words I’m filled with dread and like homework I put it off until the last minute, not believing that I’m capable of writing anything of interest. I am definitely not a wordsmith – but pictures on the other hand I can relate to. The phrase ‘A picture can paint a thousand words’ rings true with me. Perhaps that is one of the reasons why I have always loved cards. I could look to the picture to speak for me, keeping my written message short and to the point. Even today with multiple forms of communication available, my replies to text, email, WhatsApp etc are short but if I can use a picture that works for me. Needless to say I like an emoji, gif or a sticker. However, my preferred choice of communication for a special occasion or sentiment will always be to send a greeting card – it means so much more than sending a message by social media. With this thought in mind one of my pet hates at this time of year is reading peoples declarations on Facebook and other platforms that they “will not be sending out Christmas cards this year but will instead be making a donation to charity.” Now I am all for giving to charity but this seems to me to be an easy get out clause for many to not both with writing and posting 60-odd personal cards. My reasons of why I find this statement to be so irritating are as follows: How would they feel if all their friends and family didn’t both in return to send a card to them, so not having a single card on their mantlepiece? The card industry already does an amazing job of raising a huge amount of money for charities. In general buying a gift or groceries doesn’t raise money for charities.
Many people look forward to receiving a card at Christmas, as it may be the only time of year that they hear from some people. Not everyone can see a general message sent out on social media. Also perhaps I am being a little cynical but do they always actually donate to charity the same amount that they would spend on cards and postage. I understand that for many cost can be a reason for not sending out cards but perhaps they could just cut back rather than cut out altogether. I for one would rather still receive a Christmas card with a personal message over a present. Perhaps that’s something that comes with age as I know my Christmas list used to be endless, but I did still always look forward to my cards even when I was younger. Rant over – just send a card that still donates to charity – win win! There are plenty of options out there so customers can choose who they wish to donate to. As retailers we can make suggestions on cards to buy and even be aware of Christmas postage deadlines, it’s all part of the service as they say. On a totally different note, we are extremely proud to say that we were voted the Most Dog Friendly Shop in the UK. A huge thank you to all who voted for us, it means a lot. It has been a wonderful year for us, and we’re looking forward to what 2020 will bring. So, we wish everyone a very Happy Christmas and prosperous New Year.
‘
My Christmas list used to be endless, but I did still always look forward to my cards
’
Each month an independent retailer takes up their pen (or taps away at their keyboard) as a guest columnist for Greetings Today. This month we hear from Joanne Sorrell, who runs Cardies in Stevenage, Herts
42 www.greetingstoday.co.uk On The Shop Front2.indd 1
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18/12/2019 15:37
JOHN RYAN
RETAIL ENVIRONMENT
Surviving the onslaught Cards are available everywhere these days, John Ryan looks at how specialist retailers can set themselves apart from other retailers who stock cards and provide a quality product and service.
C
ard shops are under siege. It doesn’t really matter if the name above the door is Scribbler, Paperchase or one of the many surviving indies, the barbarians at the gate are the mass merchants, all of which want to have a little piece of the greetings card cake. Practically, this means that these days you can buy a greetings card in M&S, B&M, Tesco, Sainsbury’s or even a petrol station and for the most part, the bulk of what’s on display ‘does the job’. All of which means that if your sole modus vivendi is selling cards, there is more competition today than there has even been. But are the experiences of buying something to mark an occasion in a host store that just happens to have cards as part of its mix the same as visiting a dedicated merchant? The answer is, ‘in some ways, but not all’. The reasons the big retailers all sell cards are in fact pretty obvious. These are items that don’t take up much space (the sales per sq. m on a card gondola are high) and on which a hefty mark-up can
be hung. Or in other words, they earn their keep. For the most part, this means that if you want to buy a greetings card in, say, Next, it’s an oddson bet that the space devoted to the category will be small and heavily merchandised. And they do carry the considerable advantage of being at hand in a multi-department store when gifts are on the agenda as being part of a one-stop shop that allows a shopping mission to be accomplished without too much mucking about. But this also means they function as an add-on, a retail afterthought. What happens, however, when a gift is not being bought as part of a package but when there is instead a real desire to say something to somebody else, something that matters (to the donor, at least)? This is where the card shop should actually be able to offer an experience that other stores do not. Imagine for a moment that the mission is to congratulate somebody who’s about to get married. Will a cartoon-like figure of a bride-to-be surrounded by ribbons and clutching a glass of fizz, poised in the act of cutting a cake with her equally dashing cartoon groom be enough? Maybe, but if the person getting married is anything more
Your job is to offer choice, real choice
‘
‘
than a casual acquaintance, possibly not. Step forward the specialist card retailer. This is the outlet for those needing to show they care and it is the job of the retailer in question not to be run-of-the-mill (one of the problems that besets a well-known American-owned chain that is currently in the throes of downsizing is that its proposition is largely the same as all of the non-specialist purveyors of greetings cards). What can be done therefore to ensure that you keep your head above water in the face of an ever-growing number of retailers that offer greetings cards? Simple really. Get out and have a look not at other specialist card retailers (there aren’t actually that many of them), but at the biggest high street chains and make sure that there is a decent amount of clear blue water between them and you. As you will be only too well aware, at any given moment there are massive numbers of cards from which to select. Your job is not to pander to the ‘I need a card to go with the gift’ crowd (although this will certainly form a part of your customer base), but to offer choice, real choice. Not easy, but it is essential and if you don’t do it, trouble lies ahead.
John Ryan is Stores Editor of Retail Week, a position he has held for more than two decades, and managing director of Newstores, a daily information service on what’s new in retail across the world. @newstores / www.newstores.co.uk +44 7710 429926
44 www.greetingstoday.co.uk John Ryan2.indd 1
18/12/2019 12:38
meetthenewbies Arts Star Cards Sometimes an event comes along which changes life’s path in a radically wonderful way and in a mix of fate and daring do, Arts Star Cards was born at the beginning of 2019 – a new kid on the very, very large block! Karen Jones is the Creative Director, an artist, illustrator and designer for over 30 years and James Jones, Design Engineer and a willing and able numbers man. The ethos of Arts Star Cards is to celebrate great art, design and literature. Arts Star Cards understand design and are setting trends with their beautiful original imagery. If you’re looking for cards that celebrate the beauty and humour in our world, that are a little different from what’s out there, that doff a cap to great illustration and give a cheeky nod to the rather dry sense of humour in this part of the world, then they are for you. All Arts Star Cards have the same stamp of stylish quality and originality. Best wishes or Birthday – there is a new, fresh, vibrant card from Arts Star Cards perfect for your customers. Ever conscious of the environment, all of their cards and envelopes are FSC certified and can be either cello wrapped or ‘naked’ with a 100% recyclable paper tab. Art Stars first big adventure will be at Spring Fair 2020, so pop by and visit them. T: 07941 167092 www.artsstarcards.co.uk
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www.greetingstoday.co.uk 45 18/12/2019 17:20
SCOTTISH TRADE FAIR
Spring in Scotland A new year brings new opportunities and the Scotland Trade Fair Spring has a host of new exhibitors in 2020 that are set to inspire with their fresh products and ideas.
I
f you’re a retailer in Scotland or Northern England, then the Scotland Trade Fair Spring is the place to be from January 19-21 at the SEC in Glasgow. Over 500 exhibitors will be on hand with their latest products and ideas, ready for retailers to put on their shelves and entice customers come springtime. This is a show that’s not just about buying, but also has awards, workshops, networking and talks among the many added extras. About a third of all of the
exhibitors are new to the show for 2020, with many returning favourites keen to unveil new ranges. This year’s new exhibitors will include Customworks, Fasanian Artistry, Nethertons and Starshine Design. They complement existing exhibitors such as Hole in my Pocket, Algan Arts, Pigment, Pink Pig, Emma Ball, Code Naturel and Cardology. Nothing beats the actual face-to-face interaction that visits to trade shows allow, where buyers can meet with suppliers and where they can feel the quality of products, and choose colours, ranges and sizes. Julie Pearson from Cloudberry Gifts said, “I find the show to be a great source for finding new suppliers. There is a wide choice of new products on offer and it seems all companies, no matter how big or small, put extra effort into adding to their ranges and being inspirational.” At this year’s event, Cards and Stationery will have their own category in the Best Product Awards for the first time. The awards will be judged on the opening morning of the show by industry experts Spirito Gifts Denise Laird, The Square Peg’s Jilly Wilson and Sterling Gifts buyer Aila Atherton.
Greeting Card & Stationery Exhibitor List Algan Arts – H26 All That Glitters – C51 Cardology – G13 Carrie-Ann Coupe – F31 Catherine Redgate: Artist & Illustrator – D8 Cheryl Jones Designs – LG68 Cheryl Morrice Art – E28 Code Naturel Scotland Ltd – E35 Dawn Maciocia – J11 Emma Ball Ltd – J23 F & B Cards – E48 Fasanian Artistry – J14 Hi Horse – LG44 Island Blue Publishing Ltd – B14 Jennifer Court Art & Illustration – D14 Joanne Wishart – K31 Lauren’s Cows – K47 Lomond Books & Lyrical Scotland – F26 & F43 Louise Tiler Designs Ltd – F39
30 www.greetingstoday.co.uk 46 Scottish Trade Fair 2.indd 1
Netherton’s – H40 Perkins and Morley Ltd – C27 Pigment – L19 Pink Pig – C22 Pop Up Designs – C46 Pretty Pens – E47 Sarah Leask Studio – D55 Snappy Crocodile Designs – E58 Starshine Design by Julie Harris – LG34 Stirling Gallery – J26 Susie Wright – C32 Tartan 2CV – C59 The Art File – G35 The Grey Earl – C14 The Wee Book Company – E30 Vanessa Bee Designs – J10 Waverley Books – D30 Wee Wishes Embroidered Original – E75 Word Art Cards – E59
In 2020, Cards and Stationery will have their own category in the Best Product Awards for the first time The Talking Shop area will offer a range of informative talks and workshops, on subjects such as Retail Trends, Social Media Masterclass for Retailers, Tips to attract Tourists and more. Industry experts will impart gems about retailing, instruct on how to improve your retail business and entertain with some light-hearted sessions. Adding to this mix the very popular Nessie’s Den is back, where a handful of exhibitors will present their products to the panel of retail experts for their feedback. The show aims to inspire with its Launch Gallery – a hotbed of creativity and innovation where 30+ young producers will showcase their wares. It also aims to bring out originality with its upmarket Craft Gallery, with genuine handmade products on display. With many visitors coming from all over the Scotland as well as other parts of the UK, the show promises to be a great networking and sociable event where friendships can be rekindled and new suppliers sought. With so many working in isolation, this type of event is critical to ensure retailers are spot on with their approach, buying and outlook as for some, it may well be the only trade show they visit in a year. As a social hub for
like-minded individuals, there are plenty of networking opportunities, be it around the awards areas, or by making use of special show discounts in local eateries. Helen Crawford from the Old School gift shop in Beauly said, “We always think of the Scottish Show as an opportunity to cement existing supplier relationships, meet the ‘new kids on the block’ and touch base with our fellow retailers.” Mark Saunders, Scotland’s Trade Fair Show Director added, “Scotland’s Trade Fair is so much more than just another gift show. It is often the place where new products are unveiled and launched to the market; where new relationships made; where interesting market insight and selling techniques are imparted; and where shops can plan what to stock for the coming year. The aim of this January show is to ensure we are a one-stop show for all independent retailers in Scotland and northern England. Here they can be inspired, place orders and ensure they are ahead of the game for the coming season. Following another successful tourist season in Scotland this year, we are in an optimistic mood for another highly successful show.”
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The Art File The Art File have recognised their customers’ need for high-quality Scottish product due to the increased number of tourists visiting Scotland and their desire for authentically Scottish product. So, the award-winning design team have created new products in the shape of matching gift wrap and gift bags. The Art File will be releasing these ranges specially designed for the Scottish audience at Scotland’s Trade Show in January, so make sure you’re among the first to see it on stand G35. The Tartan range is a true classic with a contemporary twist, using traditional greens and plum purples with a pop of pink. The Tartan gift bags feature stylish navy blue ribbons and a refreshing yellow interior. The second Scottish range, Thistle, beautifully contrasts royal purple and navy blue with bright green, and the gift bags feature a rich purple interior, gift tag and ribbon. The Art File’s Scottish agent Grant Gibson says, “2020 is going to be a huge year for The Art File. With the launch of new Scottish products alongside new Everyday card ranges, I’m certain the Scottish buyers will love what we have produced when we launch the products in January. I’m also excited about the stunning Christmas 2020 range – it’s our best range to date and it will down a storm at Spring Fair too.” Scottish customer Paper Flower say that the quality of The Art File’s gift wrap is “second to none” and our gift wrap and cards alike “are among the top sellers. Generally speaking, we have to do an order most months, and several top ups during the festive season.”
Stand G35 T: 01158 507 490 www.theartfile.com
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SCOTTISH TRADE FAIR
Emma Ball There’s so much new launching this spring at Emma Ball Ltd that they’re not sure what to tell you about first? Sheep in Sweaters? Stitched Birdies? More Tweedy Highland Coos? For now, as Susie Lacome is from Fife, Emma has added to her popular art card collection with some lovely spring and stitched designs and also coasters and Christmas cards. It’s all part of the 2020 catalogue, these cards are perfect for any occasion. Measuring 6” x 6”, printed on artboard with a matching envelope and retailing at £2.35. You can find Emma, Lucy and Kevin on stand J23 at Scotland’s trade fair – come and see all that’s new (they’re just hoping that they can fit it all in!!).
Stand J23 T: 01159 858 081 www.emmaball.co.uk
Pink Pig Cards Pink Pig have added new designs to their popular ‘Hootenanny’ range and are also showing their new range of art prints. All cards are 150mm x 150mm and packed in 6s. Pop along and see them at the Scottish show at Glasgow SEC, they will be on Stand C22.
Stand C22 T: 07583 088596 www.pinkpigcards.co.uk 48 www.greetingstoday.co.uk Scottish Trade Fair 2.indd 3
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Wee Wishes Continuing in the footsteps of her creative parents, Laura and husband Greg have taken on the family greetings card business this year, Wee Wishes, and are excited to be launching into a new decade with brand new ranges, new looks and finishes. Wee Wishes parent company Embroidered Originals, where it all began 30 years ago, has morphed into a contemporary Scottish greetings card publisher with a full range of quirky, bold designs with over 200 titles. Their cards are mainly A6 size and 120mm x 170mm and are competitively priced. “We pride ourselves in creating designs which are different and touch the heartstrings or make you giggle, striving to get that unique blend of humour and cheery imagery.” Wee Wishes are excited to launch their new range A Wee Touch of Sparkle at Scotland’s Trade Fair 2020, a mini collection of 9 designs featuring a subtle sparkly finish. They will also be showcasing new designs throughout their bestselling ranges including Och, It’s yer Birthday, cheeky but not too cheeky foiled cards and a selection of illustrated Lovey Dovey designs including I want tae grow old wi’ you. See them at Stand E75.
Stand E75 T: 01337 830 959 www.embroideredoriginals.co.uk
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www.greetingstoday.co.uk 49 18/12/2019 12:26
STEP BACK IN TIME
Celebrating more than 25 years of publishing Greetings and Greetings Today, here we step back in time each issue to five, 10, 15, and 20 years ago in the greetings card industry – Malcolm Naish
January 2015 ■
I loved the fact that Clintons expressed deep regret for any offence caused by their humorous ‘Council House Christmas Card’, that they decided to withdraw in early December due to a number of complaints. Evidently the card gave 10 reasons why Santa must live on a Council estate, including that he only works once a year and can get hold of all the latest designer gear, but never pays a penny for it. Those in glass houses me thinks!
■
Congratulations to Jessica Huie the founder of Color Blind Cards when she received an MBE from Prince Charles for her contribution to entrepreneurship and her positive influence on the community. We don’t get that many OBE’s in the greeting card industry do we?
■
Good on Dean Morris who suffered a ‘Daily Mail’ rant in early December objecting to some of his cards. As Dean pointed out to get publicity in December from 6 million readers is great free publicity.
■
The GCA does a great job publicizing the greeting card industry and fighting their corner when necessary. Five years ago, Sharen Little was on BBC Breakfast show and then a few days later on BBC Radio’s ‘Today’ programme.
January 2010 ■
Auctioneer Charles Hanson, who also appears regularly on the BBC’s Bargain Hunt was about to auction a rare hoard of Victorian Christmas cards dating back to the 1880s. They were evidently found in the attic of a 1970s townhouse and the 74 cards that formed the collection were said to be in excellent condition with most of them typically highlighting the Victorians obsession with drinking and eating plus the religious meaning of Christmas. If you think about it the first two subjects eating and drinking are still pretty strongly represented today, although I’m not too sure about the religious significance of Christmas these days by the great British public.
■
Rainbow Designs graced the front cover publicizing their ‘Snoopy’ brand, thus confirming that good character licensing of old-established characters that have been given a modern look makes for great business opportunities.
■
I loved our Editor of the day – Lewis Ecket’s assumption that all men love a birthday drink, so why couldn’t a greeting card publisher link a card or product with a beer attached. Why not someone like Waterstones linking with Weatherspoons? The card could be a simple cut out of a pint of beer with the message ENTITLES BEARER TO BECOME A BEERER. Perhaps this was one reason why we told Lewis to stick to journalism!
January 2005 ■
The U.K’s second largest card retailer – Greeting Card Group made up of Cardfair and Card Warehouse now has 500 stores and announce they have recruited an additional 100 staff who will mainly be based at their distribution centre in Peterborough. The group have big plans for further expansion with new stores in the pipeline.
■
We were sad to publish the passing of Derek London who worked for the owners of Spring Fair and was known to many card publishers in his role as group sales manager. As a mark of respect, a minute’s silence was observed at 9 a.m. on the opening morning of Spring Fair.
■
Our Editor Vicky Denton interviewed Clinton Lewis on the plans he had for Clintons following their purchase of the Birthdays chain. Clinton felt it would take at least three years to turn the Birthdays chain round, citing lack of investment since Ron Wood’s days. Our two-page interview was very well received.
■
One of the industry’s loveliest ladies, Ann Tindale, decided after 25 years in the business to up sticks and move to Australia. Ann was always very generous with her time and spoke at many seminars offering advice to new publishers about the pitfalls to try to avoid in establishing their companies. I loved one of Ann’s quotes which is probably true as much today as it was in 2005 “Suppliers are witnessing too many inexperienced buyers who do not accept or respect the knowledge that the suppliers have gathered over many years.” Woodmansterne hosted a farewell drinks party for Ann on the Sunday evening at Spring Fair.
January 2000 ■
J. Arthur Dixon who were based in the Isle of Wight and had been trading for over 60 years are placed in receivership. Bought two years earlier by Second Nature with 90 full time employees and a turnover of £5.5m they were unable to turn the company round. So sad with such an iconic name.
■
Our ‘Fly on the Wall’ contributor from the previous month was intrigued as to why Andrew Brownsword had attended the 1999 Henries knees up. Was he there to re-enter the greeting card industry with an acquisition that was still under wraps? As with all industry events people love to tittle tattle, so it was up to William McCracken of Ling Publishing to put the matter into perspective. Andrew and Christina Brownsword were simply guests of Ling Publishing, having known Duncan Spence and William for almost 20 years. I’m sure Andrew just loved the atmosphere and as William concluded “So no ulterior motives, Mr. Brownsword was at the Henries to meet old friends and enjoy himself which he did with gusto!”
■
We highlight a new card company – Hope u Call. This latest greeting card idea will have a pre-paid call placed inside the card, which will allow the person receiving the card to make a 10-minute outgoing call FREE. Their Valentine’s range had just been launched with an RRP of £2.99. with a healthy 50% profit margin on each card. Was it a success? MALCOLM NAISH
50 www.greetingstoday.co.uk Step Back in Time Jan.indd 1
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