Greetings Today March:April 2026 by Lema Publishing

Greetings, Toy & Gift Industries golf day

Wednesday 1st July at Puckrup Hall

Only £110

Along with our sister publications Nursery Today, Christmas in January, Gifts Today, Toys ‘n’ Playthings and Tableware International we shall be organizing an Industries’ Cup that will see players from all those industries vying for the ‘Industries Cup.

Depending on the response we shall also have individual cups for each of our magazines. The day will begin with a nine hole Texas Scramble, followed by the afternoon individual Stableford, team four-ball and yellow ball competitions.

With good weather guaranteed we shall end the day with a barbeque and presentation of trophies.

Cost for the day will be £110 with bacon rolls and coﬀee/tea from 8 p.m.

The Hilton Hotel oﬀers very good rates for staying overnight which I will be giving very soon.

They say that all work and no play, makes Jack a very dull boy, so forget work for the day and join us at Puckrup Hall

A barbeque for the presentation of trophies concludes the day and to keep the occasion as relaxed as possible the dress code is casual allowing those wanting to leave for home after the presentation a reasonably early evening journey, leaving those of us staying over able to discuss the day at the bar till closing time. Whilst most teams come as team four-balls, individual golfers are very welcome.

Sarah

owner of

Suppliers

Editor

Advertising

Managing

Mark

mark@lemapublishing.co.uk

up with Mark JansonSmith, director, and Shannon Fisher, director of product and trading, to find out what’s been happening at the

Editor Naomi MacKay

Welcome to our Humour issue – and goodness knows we could all do with a healthy dose of light-hearted fun right now!

The positive news? Demand in this sector is booming – and customers are seeking out every shade of humour, from gentle giggles to full-on, raucous, and even risqué laughter.

As Dean Morris Cards director Dean Morris reveals, the appetite for cheekier cards is deﬁnitely on the rise. “I have had some rude card orders from some shops that I really wouldn’t have expected, so it’s good to know after 27 years that the business can sometimes still surprise me!”

Meanwhile, Jo Denning at Lovely Paper Stu highlights one of the enduring charms of humorous

leader

cards – their distinctly British appeal: ’I think as a nation, we don’t take ourselves too seriously, and cards reﬂect our dry British humour,’’ she tells us.

Our Cover Star is also set to raise a smile. Cherry Orchard acquired the much-loved Camilla & Rose brand in 2023, and you can discover more about it in our humour feature. We also bring you a sneak preview of the publisher’s beautifully considered new sentiment range, Heart & Soul.

Elsewhere, we preview the upcoming London International Stationery Show, with exhibitors o ering a taste of what visitors can expect.

Japan, famed for its love of stationery, provides a ﬁtting inspiration for one of the show’s interactive highlights – a stamp-collecting trail around the halls. If you’re attending, be sure to pick up your postcard and collect the stamps.

We continue the stationery theme in this issue’s Diary of a Card Shop, featuring Sarah Holmes, owner of Scottish stationery store Pencil Me In (among others). Find out what she has planned for National Stationery Week.

There’s also fresh retail insight from Elliot Jacobs of the UOE store chain, who introduces the latest name arriving on the high street: Stamp, a design-led stationery and card store.

Speaking of the high street, the government has announced a £301 million commitment to High Streets Innovation Partnerships, aimed at helping communities reimagine and revitalise struggling town centres. However, as Bira CEO Andrew Goodacre notes, while the funding is welcome, ‘’we need to see wholesale reform of business rates and decisive action to reduce the unfair competition from overseas imports’’.

We’d love to hear your thoughts on the scheme – do drop me an email and share your views.

Finally, Lema Publishing’s long-standing golf day for the Nursery and Christmas trades is opening up for the ﬁrst time to those in the toy, gift, greeting card and tableware industries.

Send your views and submissions for the magazine to naomi@lemapublishing.co.uk

Taking place on July 1 at Puckrup Hall, a Hilton Hotel course in the Cotswolds with excellent overnight rates, the event promises a fantastic day both on and o the green. Full details can be found in the full-page advertisement within this issue.

Malcolm ‘Tiger’ Naish says: ‘’It is ﬁrst and foremost a fun day’s golf, beginning with a ninehole Texas Scramble in the morning, followed by lunch and the afternoon 18-hole individual Stableford and team four-ball prizes. There’s a barbecue and prize-giving from 7pm, which gives those who want to leave reasonably early the opportunity to depart by around 8pm. The weather has normally been kind and the price for the day including the barbecue is £110 per person. If you’d like to take part, give me a call on 0788 9991513 or email malcolm@lempublishing.co.uk’’

As ever, the Greetings Today team will be at London International Stationery Show – do stop us to say hello. And if you’d like to contribute to the magazine, whether through a Retail Interview, Shop Talk, or Trade Talk, please get in touch at naomi@ lemapublishing.co.uk, or connect on LinkedIn.

(t) 0116 230 4197 (w) www.mint-publishing.co.uk (e) sales@mint-publishing.co.uk

Jo Couch signs US distribution deal

Lincolnshire-based greeting card publisher Jo Couch has signed a distribution partnership with leading US greeting card distributor Notes & Queries, marking the brand’s entry into the American market.

Founded by illustrator Jo Couch, the brand is known for its heartfelt greeting cards featuring animals and dreamy illustrated scenes that celebrate warmth, kindness and human connection. Her artwork combines gentle colour palettes with emotional storytelling, creating uplifting designs that help people express care, empathy and sincerity.

The partnership represents an important milestone for the business as it expands internationally, bringing Jo Couch’s distinctive illustrations to a wider retail audience across the US through an established and respected distributor.

The opportunity ﬁrst emerged earlier this year at Spring Fair in Birmingham. In 2023, Jo Couch won the Small Business Sunday (SBS) award founded by entrepreneur and Dragon’s Den star Theo Paphitis. As part of Theo’s ongoing partnership with Spring Fair and the SBS initiative, Jo was awarded a trade show stand at the event. It was there, in February, that Jo met Alan and Vanessa from Notes & Queries, leading to the new distribution agreement.

Jo said: “Partnering with Notes & Queries is an incredibly meaningful step for my business. I’ve always believed in creating artwork that is heartfelt, which brings warmth and happiness and resonates with people. To now share that with customers across the United States is truly exciting. I’m delighted to be working with Vanessa and Alan, and excited about what the future holds.”

Notes & Queries stated: “Notes & Queries is excited to announce a new distribution relationship with Jo Couch. What excited us the most was Jo’s colour sense and her whimsical designs.”

With initial launches planned for spring, the collaboration will introduce Jo Couch’s distinctive greeting cards to independent retailers across the US, beginning with a curated Christmas collection before expanding into everyday ranges. www.jocouch.com

The Art File expands distribution with World Options

Greeting card and paper goods publisher The Art File has expanded its contract with World Options after integrating the courier services company’s portal into its distribution systems.

Founded in 1997, The Art File is an independent, family-run publisher of greeting cards, gift wrap, stationery and paper goods. It supplies retailers across the UK and exports to more than 30 countries through its own ecommerce platform.

For its international distribution needs, the company has been working with Sawtry based World Options franchise partner Craig Strangward (pictured above, right, with The Art File’s sales & marketing director James Mace) since 2025, and has now expanded its contract by integrating the World Options portal into its distribution systems.

Mr Strangward said: “When shipping items nationally and internationally, it can be di cult for businesses to be sure they are using the best courier service for each shipment. World Options o ers customers the opportunity to ship domestically and worldwide with mainstream operators such as DHL, FedEx, UPS, TNT and more, choosing the right option for every shipment, while also providing hands-on assistance with paperwork to reduce the risk of delays.

“Having developed a close working relationship with The Art File over the past year, I’m very pleased that they have now taken the step of integrating our portal into their operation, with a view to providing the very best experience for their customers all over the world.”

World Options is part of Fortidia UK, which manages the Mail Boxes Etc., PACK & SEND and World Options brands in the UK, with the three companies together maintaining and supporting more than 260 franchisees.

GCA CEO announces departure

Greeting Card Association (GCA) CEO Amanda Fergusson has announced that she will step down from the role at the end of the year, after what the GCA called ‘’eight years of transformational leadership’’.

During her time in the role, Amanda has steered the GCA through a number of major campaigns, including advocating for the industry as Royal Mail introduced numerous price hikes and changes to its delivery system, and representing greeting card designers as they battled against unauthorised copies of their work on online marketplaces.

The GCA said Amanda had ‘’led the association through its 100th anniversary and helped it evolve into a modern inﬂuential trade body, leaving behind a legacy of strengthened governance, expanded membership and member engagement, and elevated industry visibility with stakeholders and the media.’’

Current GCA president Karen Wilson said: “It is with gratitude and genuine sadness that Amanda will be leaving her role at the end of the year. The Council fully supports her decision, and her departure marks the end of an extraordinary chapter for our association. Amanda has led our organisation with a rare combination of vision, integrity and dedication that has shaped the GCA over the last few years.”

The GCA Council directors will begin the search for a new CEO immediately. If you are interested in the role, contact Karen at gcapresident@papersalad.co.uk

• Amanda spoke to Greetings Today about her time at the GCA and her plans for the future - see p.20.

Gift Association CEO named on 2026 WiTA Powerlist

The Giftware Association (GA) CEO Gemma Sault has been recognised as one of the Top 100 Women in Trade Associations on the 2026 Women in Trade Associations (WiTA) Powerlist.

The list is published by the Trade Association Forum (TAF), in partnership with the Confederation of British Industry (CBI) and the Federation of Small Businesses (FSB).

Launched to mark International Women’s Day 2026 on March 8, the WiTA Powerlist celebrates the exceptional women whose leadership, advocacy, and dedication are shaping the future of UK trade associations. The initiative highlights role models across the sector who demonstrate excellence and contribute to strengthening their industries nationwide.

Since stepping into her leadership role, Gemma has been a driving force

Hugs & Kisses wins Valentine’s prize

A card and gift shop in the Wolverhampton village of Tettenhall has been crowned the winner of the Love Your High Street Valentine’s window display competition organised by Bira (British Independent Retailers Association).

Hugs & Kisses won the public vote with its creative Valentine’s display, securing a year’s free membership with Bira.

The competition invited retailers across the UK to share their Valentine’s-themed window displays on social media using the #LoveYourHighStreet hashtag. Members of the public then voted for their favourite displays.

Caroline Ranwell, owner of Hugs & Kisses, said: “We were absolutely over the moon to find out that we had won. It really made our day. To win a year’s free membership to Bira is fantastic for us, and I’m sure we will want to continue with our membership to take advantage of all the amazing benefits that come with it.”

Bira CEO Andrew Goodacre added: “It’s wonderful to see the creativity and passion that independent retailers bring to our high streets.

“These displays perfectly showcase why shopping locally is so special. Look out for more Love Your High Street campaigns in the coming weeks and months, as we continue to champion independent businesses throughout the year.”

The next campaign will focus on Easter, with further themed campaigns planned throughout 2026, culminating in Love Your High Street Week from November 9-15.

For information about upcoming campaigns and to download free marketing assets, visit: https://bira.co.uk/campaigns/lyhs/as-a-business

Cardzone welcomes House of Cards

Cardzone has announced the acquisition of House of Cards, a greeting card and gift retailer with seven shops across the South East of England. The sale was completed on February 23.

Founded 36 years ago, House of Cards has built a strong reputation for quality cards, thoughtful gifting and excellent customer service.

As part of the acquisition, all House of Cards employees will transfer to Cardzone Ltd. Cardzone plans to invest in and expand the House of Cards brand, supporting its continued growth while retaining the character and values that have underpinned its success.

House of Cards co-owner Miles Robinson will continue to work closely with Cardzone and the House of Cards team, supporting the transition of the business and sharing his extensive greeting card knowledge to help shape future development and grow sales.

Miles Robinson and Nigel Williamson will retain ownership and management of the House of Cards online business, which will continue to operate independently from the retail store portfolio.

Cardzone founder Paul Taylor said: “Miles and Nigel have built up a fantastic small multiple business and have a brilliant reputation throughout the industry. I wish to thank both of them for their support throughout this acquisition, wishing Nigel all the best for his future; and look forward to working with Miles in the years ahead.”

FOCUS ON... ZEBRA PEN UK

Bira calls for rates reform as high street plans announced

Independent retailers association Bira has welcomed the government’s £319 million investment in high street revitalisation, while warning that without reform of business rates and action on overseas imports, many high street businesses will continue to struggle

The funding, announced by the Ministry of Housing, Communities and Local Government as part of its Pride in Place strategy, includes a £301 million commitment to High Streets Innovation Partnerships designed to help communities reimagine and regenerate struggling town centres – potentially transforming them into mixed-use spaces with new homes, health services and community hubs.

Andrew Goodacre, CEO of Bira (British Independent Retailers Association), said: “We are pleased to see more funds being made available for high street revitalisation. We hope that the High Streets Innovation Partnerships are given the resources and the local leadership needed to truly bring high streets back to life. It will be important for this new initiative to engage meaningfully with the businesses on those high streets – they are the ones who understand what their communities need.”

Mr Goodacre added: “While we will always welcome extra investment in our high streets, the harsh reality is that for many high street businesses, the costs of running a shop are crippling any chance of long-term success. If high streets are to be fully revitalised, we need to see wholesale reform of business rates and decisive action to reduce the unfair competition from overseas imports. Imposing a handling fee on low-value imports could help level the playing ﬁeld – and the revenue raised could be used to reform business rates once and for all.”

The Pride in Place strategy also includes plans for communities in its ﬁrst phase to receive £20 million over 10 years to spend on local priorities, alongside ﬁve pilot projects testing a new model of pooled public spending – bringing together councils, the NHS and schools to tackle shared challenges rather than operating in silos. If successful, the government intends to roll out this model nationwide.

The rise of cosy colouring

From developing ﬁne motor skills and concentration to unleashing imagination and creativity, colouring has always been an activity that provides a wide range of psychological and physical beneﬁts for both children and adults alike

In fact, with the increasing awareness of how modern stresses and issues such as digital fatigue can a ect personal wellbeing and mental health, it’s no surprise that this pastime is now seen as an ideal way for people to unwind after a long day. In particular, the recent ‘cosy colouring’ trend can be a great way to maximise relaxation, whether that be within a communal environment or on a more individual basis. Compared with prolonged screen-time activities, its simplicity and warm, comforting themes can help reduce anxiety and improve sleep quality. With this in mind, Zebra Pen has been expanding its most successful ranges to include more colours then ever before. Perfect for basic colouring, as well as more intricate artwork, an extra 17 shades have been added to the selection of CLiCKART retractable felt tips. The water-based dye ink used in these felt tips allows light colours to be overlayed with dark shades without bleeding. They can also be blended with water, enabling the user to experiment further with watercolour-style imagery.

Furthermore, the bestselling Sarasa Clip range now boasts 20 colours across four di erent point sizes, from 0.3mm to 0.7mm. An ideal tool to have within any budding artist’s stationery collection, these gel ink rollerball pens feature a smooth-ﬂowing and rapid-dry, archival-quality water-based ink that resists smudging, making them the ultimate choice for creative journalling. Combining sustainability with premium Japanese quality and performance, each pen is made using a guaranteed minimum of 70% recycled content, excluding reﬁll and nonplastic components.

For those that prefer to add a more artistic twist to their journalling, Zebra will soon be launching its new selection of Mildliner Fragrance highlighters. This limited edition collection takes the beneﬁts of the popular double-ended Mildliner highlighter markers and combines them with six distinctive ﬂoral and naturalistic scents, including soft cotton, citrus fruits and spicy woods.

spotlight

Get creative on the go

Creativity doesn’t always happen at a desk. The new AquaPad Nomadic Watercolour Trio and Rigid Watercolour books are designed for artists who like to sketch and paint wherever inspiration strikes.

Compact and easy to carry, they slip neatly into a bag or backpack, making them ideal for travel, days out, or quick creative moments on the move. Whether capturing a landscape, a street scene or a sudden idea, they offer a convenient surface for spontaneous watercolour work. Despite their portable size, quality remains a priority. The Trio, including a round, glued polaroid and bookmark pad, and rigid notebooks, both feature 300g paper with a medium-fine grain, giving artists a durable surface that handles watercolour with ease. The rigid pads are available in four diverse sizes, fitting any and all creative needs.

ExaClair

01553 696600

enquiries@exaclair.co.uk

www.exaclairlimited.com

A-moo-sing designs

Some designs quickly take on a life of their own, and that’s certainly been the case for Lovely Paper Stuff’s Highland cow card, which continues to be one of the company’s bestsellers. With its shaggyhaired character and bold, colourful style, it’s a design that regularly grabs attention on the shelf and has proved a real hit with customers.

Another favourite bringing plenty of personality to the range is the brilliantly punny Toadly Awesome card. The card features a grumpy toad, donning a thumbs-up and wearing sunglasses – a bit more personality than your average congratulations card!

Both designs reflect Lovely Paper Stuff’s love of bright colour, character-led artwork, and humour that doesn’t take itself too seriously. They’re the kind of cards people pick up, laugh at, and take to the till.

Lovely Paper Stuff 07786 886223

wholesale@lovelypaperstuff.com www.lovelypaperstuff.com

Vintage style

Holy Mackerel has expanded its Alternative Image rectangular card range with a striking series of retro black-and-white designs that blend timeless photography with a contemporary edge.

Showcasing carefully curated vintage imagery – from Hollywood glamour and elegant portraiture to humorous candid moments – the collection spans a variety of themes including birthdays, weddings, sport, knitting and dance. The monochrome palette gives the range a confident, design-led feel, offering a nostalgic aesthetic that remains fresh and relevant.

Blank inside for versatility, the cards measure 12.7 x 17.6cm when folded (suitable for Royal Mail letter post) and are supplied with a contemporary grey envelope. As with all Holy Mackerel products, they are printed in the UK on board from sustainable sources. Responding to the continued popularity for vintage-inspired design, the expanded rectangular offering reinforces the enduring appeal of classic imagery reimagined for today’s card market. Available to order now.

Holy Mackerel 01395 578571

sales@holy-mackerel.co.uk www.holy-mackerel.co.uk

Take your pick

Yoojoo Plectrum cards are a bit different; they measure just 100 x 100 mm and come with a 105 x 105 mm ivory-coloured envelope. This small size is dictated by the size of the plectrum embellishment made from upcycled gift cards.

The cards feature an electric or an acoustic guitar image, and each plectrum is different, depending on the plastic available.

When placed in a little box by the till they create a great talking point, usually accompanied with exclamations of “What a good idea!”, “That’s clever!” and “That would be perfect for X!”. So, even if the customer didn’t come in looking for a plectrum card, they often leave with one.

Yoojoo 01274 621419 info@yoojoo.co.uk www.yoojoo.co.uk

Many sweet returns…

Wish someone the sweetest of birthdays with Kali Stileman Publishing’s gorgeous cupcake birthday cards – which now go up to age 80 following customer demand! The collection features delectable fairy cakes and colourful candles against a chalk white background, with candles counting from 16 to 80. Each card comes with an antique gold envelope to make them extra special.

Kali Stileman Publishing 07344 707167

info@kalistileman.co.uk

Sentiment with

Cherry Orchard’s new sentiment range – Heart and Soul – o ers the full package, with meaningful words, thoughtful messages and expressive artwork

In a world where communication is increasingly digital and instant, the emotional power of a greeting card remains as strong as ever. A thoughtfully chosen card can express feelings that are sometimes di cult to say out loud, and that enduring connection between sender and recipient is what continues to make sentiment cards such an important part of the greeting card market.

Recognising this lasting appeal, Cherry Orchard Publishing has introduced a new sentiment range

for 2026 titled Heart and Soul – a beautifully designed collection that focuses on meaningful words, thoughtful messages and expressive artwork. The range is available for retailers to purchase from the end of March, o ering an exciting new addition to Cherry Orchard’s growing portfolio.

The concept behind Heart and Soul is simple but powerful: cards that genuinely speak from the heart. In today’s fast-paced world, people increasingly value authenticity and emotional connection, and this new range has been created to reﬂect exactly that. Rather than relying purely on short captions or simple greetings, the cards include longer, heartfelt verses that allow senders to express appreciation, gratitude, love, and encouragement in a deeper and more personal way.

A visual feast

Visually, the range is instantly recognisable. Soft pastel backgrounds, delicate ﬂorals, butterﬂies, balloons and decorative elements combine to create designs that feel light, uplifting and full of warmth. Gentle watercolour-style artwork sits alongside playful details such as tiny stars, bees and confetti-like patterns, giving the cards a charming and contemporary feel while still maintaining the elegance expected from a sentiment-led range.

Each card has been carefully designed to ensure the message remains the focal point. The verses are presented in a clear and readable format, framed by colourful illustrations that enhance the emotional tone of the message without overwhelming it. This balance between artwork and wording is central

to the range, ensuring that the sentiments feel sincere, meaningful and easy to connect with.

Celebrating relationships

The collection features a strong mix of relationship titles and general sentiments, allowing retailers to o er customers cards that suit a wide variety of sending occasions. Family relationships such as Mum, Dad, Wife, Husband, Daughter, Son, Sister, Brother, Grandson and Granddaughter are included, alongside extended family titles such as Auntie, Uncle, Niece and Nephew.

The balance between artwork and wording is central to the range, ensuring that the sentiments feel sincere, meaningful and easy to connect with

Friendship also plays an important role within the range. Cards for Friend, Special Friend, Girlfriend, Boyfriend, and One I Love ensure that the collection reﬂects the many di erent relationships people want to celebrate or acknowledge through a card. By covering both close family and important friendships, Heart and Soul o ers retailers a broad and balanced sentiment selection that can appeal to a wide customer base.

Heart and Soul

In addition to relationship titles, the range also includes versatile sentiment cards such as Special Person, Someone Special, and a variety of birthday-themed designs. These provide customers with flexible options when they want to send a meaningful message but do not necessarily require a specific relationship caption.

The birthday section of the range maintains the same heartfelt approach that defines the rest of the collection. Instead of quick or humorous captions, these cards focus on thoughtful birthday wishes that celebrate the person receiving the card. Soft colour palettes, floral illustrations and celebratory details help to create designs that feel joyful, while still maintaining the emotional warmth that sits at the core of the range.

From a retail perspective, sentiment cards remain an important category within greeting cards. While humour and contemporary trends often attract attention, there will always be strong demand for cards that express genuine emotion. Customers frequently look for cards that say more than a simple ‘happy birthday’ or ‘with love’, particularly when marking meaningful occasions or relationships.

Heart and Soul has been designed specifically with this need in mind. The longer verses provide customers with ready-made messages that capture feelings they may struggle to express themselves. For many senders, finding the right words can be difficult, and sentiment cards help bridge that gap by offering thoughtful, carefully written messages that feel personal and sincere.

The design style of the range also helps ensure strong shelf presence. With a mix of soft pinks, calming blues, pastel greens and gentle florals, the cards create a visually cohesive display that is attractive and inviting. When merchandised

together, the collection forms a colourful yet elegant block that encourages customers to browse and explore the different titles available.

Versatility is key

Another key strength of the range is its versatility. Because the designs focus on sentiment rather than humour or novelty, they have a timeless quality that makes them suitable for a wide audience. Customers of all ages can connect with the messages, making the range particularly appealing for retailers looking to offer cards that cater to multiple generations.

As the greeting card market continues to evolve, ranges that focus on meaningful communication remain particularly important. While trends may shift and styles may change, the core reason people send cards remains the same – to connect with others and express feelings that matter.

Heart and Soul embraces that timeless purpose while presenting it in a fresh and contemporary way. By combining thoughtful wording with attractive, uplifting artwork, the range offers retailers a product that resonates emotionally with customers and encourages them to spend time choosing the right card.

The result is a collection that feels both modern and classic, capturing the enduring appeal of sentiment cards while introducing a new visual style that is unmistakably Cherry Orchard.

With its warm messages, Heart and Soul represents an exciting new addition to the Cherry Orchard catalogue. As the range becomes available for purchase from the end of March, retailers have the opportunity to introduce a collection that celebrates the very essence of greeting cards – heartfelt words, meaningful connections and messages that truly come from the heart.

The longer verses provide customers with ready-made messages that capture feelings they may struggle to express themselves

Cherry Orchard Publishing 01684 295500

The publishers you need on your radar and the strategy behind their momentum.

In today’s greeting card market, good design is no longer enough. Retailers are buying tighter. Costs are rising. Shelf space is competitive. e publishers gaining traction aren’t just creative, they’re commercially switched on.

For those who don’t yet know me, I’m Adriana Lovesy, industr y consultant, mentor and founder of Greetings Lab. I work closely with independent publishers to help them turn strong ideas into sustainable wholesale businesses, supporting everything from pricing and positioning to licensing and retail strateg y. is column is where I spotlight the brands getting that balance right.

In this rst edition, I’m highlig hting four publishers whose current momentum deser ves attention. Two are 2026 nalists in the USbased Louie Awards - widely regarded as the “Oscars of the greeting card industry ” Organised by the Greeting Card Association USA, the Louies celebrate the most outstanding greeting card designs internationally, judged by retailers, publishers and industr y experts.

While the awards are based in the United States, they are one of the most respected global recognitions in the card industry, making it a signi cant achievement for any publisher to be shortlisted

One of the publishers feature d is also celebrating ten years in business, while continuing to re ne and evolve her wholesale strateg y. Two o cially launched wholesale only last year and are already building impressive retail tracti on.

What connects them isn’t luck. It’s clarity. ey understand that great artwork opens the door, but structure keeps it open. eir ranges are tightly edited. eir pricing works. eir retailer communication is con dent. eir ful lment is reliable. And their growth is intentional.

Brighton-based greeting card brand Stoats & Weasels, founded by Lisa Bamford, is known for playful illustrations, bold colour, and clever wordplay. Stocked by Waterstones, Oliver Bonas, Scribbler, Postmark, and many brilliant independents, the brand has a loyal UK following. ey were a 2025 Henries nalist and a 2026 Louie Awards nalist.

AfroTouch Design is a contemporar y stationery brand founded by Georgina Fihosy. Inspired by vibrant African prints, the brand celebrates culture and identity Celebrating 10 years, AfroTouch is a multiple Henries Awards nalist and a 2026 Louie Awards nalist. Her cards have been stocked in Waterstones, John Lewis, Tesco and Selfridges, marking signi cant success.

North Lincolnshire illustrator Jo Couch creates charming, nature-inspired cards celebrating animals and stor ytelling. A Greetings Lab graduate and eo Paphitis SBS Winner, Jo launched her wholesale business in 2025. Now stocked across the UK, she recently signed with leading US distributor Notes & Queries, marking an exciting step in her international growth

In an increasingly selective market, buyers are looking for reassurance as much as creativity - reassurance that a brand understands margin, performance and long-term partnership. ese publishers deliver both inspiration and infrastructure. Momentum

Northumberland-based Dotty Black, founded by designer Ebony Newton, features bold graphics, striking hand lettering, and upli ing messages. A Greetings Lab graduate who launched wholesale in 2025, her work is stocked at Postmark, Moonpig, and many wonderful independents. Ebony also exports internationally and was a 2025 Henries Award shortlisted nalist.

favours the prepared. And right now, these brands are prepared.

SHOW PREVIEW

LONDON INTERNATIONAL STATIONERY SHOW

Countdown to London International

Taking place at the Business Design Centre from May 12-13, London International Stationery Show is the UK’s only event dedicated to the stationery, arts, crafts, paper and writing instruments industries, and a must-see for anyone in the industry

London International Stationery Show 2025 was a record-breaker, with the most visitors through the door on day one in the show’s history. The show was crammed full of newness, chat, fun, gossip, creativity, deals, and competitions – as well as lots of business over the two days.

The event attracts stationery and gift buyers from world-leading department stores and supermarkets to independent retailers – including: Cardzone, Cass Art, Cult Pens, Dobbies Garden Centres, Flying Tiger, Fortnum & Mason, Harrods, Jarrolds, John Lewis, London Graphic Centre, M&S, Morrisons, Hobbycraft, Liberty London, National Trust, Next, Papier, Pen Heaven, Postmark, Ryman, Sainsbury’s, Science Museum, Scribbler, Selfridges, Tesco, TG Jones, The Works and Waterstones, as well as a veritable who’s who of leading indies.

The show attracts the biggest UK and international brands, as well as exciting new designers and innovative start-ups, giving visitors the chance to explore an exciting edit of new products and names alongside recognised bestsellers.

Some of the leading brands already signed up for 2026 include: A-Journal, Alligator Products, Artline & Xstamper, Blueprint Collections, BlueSky Designs, Brainbox Candy, Carousel Calendars, Charﬂeet Book Bindery, Crayola, Cre8 Direct, Daler-Rowney, Designworks Inc, Diarpell, Edding, Exacompta Clairefontaine, Hainenko, Hook-LoopTapes, Hunter Price, IG Design Group UK, Jacksons, Jakar International, JPT Europe, Kaweco, Kinary, LEUCHTTURM1917, Love Writing Co, Main Paper SL, Mann Inc, Manuscript & Manuscript Brands, Maped Helix, Mitsubishi Pencil Co UK, N Smith Box, Nu:Notebooks, Octopus by Univerzal, Paperblanks, Pebeo UK, Pelltech, Pentel, Portico Designs, Puckator, Pukka Pads, Pyramid International, Rhino Stationery, Robert Frederick, Royal & Langnickel, Royal Talens, Semikolon, Silvine/Artgecko, Snopake, Stabilo International, Staedtler, Stone Marketing, Sylvamo UK, Talia Products, Tallon International, The Pilot Pen Company, Trodat UK, Turnaround, Ultratape, West Design Products, Wigston Global and Zebra Pen

“This year will be the largest show ever,” says Chantelle White, event manager for London

International Stationery Show. “We’ve had so much interest from exhibitors that we’ve had to expand up into the galleries. It’s shaping up to be an unmissable event, packed with creativity, innovation and exciting new brands. For retailers and industry professionals, it’s a fantastic opportunity to discover new products, meet suppliers, and place orders ahead of the season. We can’t wait to welcome everyone through the doors.”

Kaweco is represented at the show by Studio Pens, and Lizzie Atkins, marketing and sales executive, says: “London International Stationery Show is always one of our highlights of the year. It’s full of a variety of both buyers and exhibitors who are passionate for stationery, and it shows. I always love putting faces to names when we go, as many of our stationery customers visit each year.

“The Kaweco DIY Sport is a crowd pleaser, everyone loves making their own Kaweco fountain pen, and this year visitors will be able to make the special glow-

Join the Stamp Rally

For the ﬁrst time at London International Stationery Show, visitors will be able to take part in a Stamp Rally sponsored by Shachihata.

Stamp rallies (Kasane oshi) are a popular activity in Japan, where participants travel around to selected locations to collect ink stamps in booklets.

Shachihata has created an exclusive design for London International Stationery Show and while the exact design is still under wraps, Jessica Plunkett, marketing coordinator at Shachihata EU promises “it will be a really special design featuring iconic London landmarks’’.

Visitors will be given a postcard, then will have to ﬁnd the seven stamp stations at the show, getting a stamp at each to build up a picture on their postcard.

Right: After visiting all the stamp stations, visitors will complete an intricate artwork

in-the-dark edition. It will be our head of sales Hollie Bottrill’s ﬁrst show with Studio Pens and she is looking forward to catching up with everyone.”

Mann Inc is returning to the show this year, with director Kim Mann commenting: “We had a fantastic experience at the 2025 London International Stationery Show. It was a brilliant opportunity to connect with both new and long-standing customers, as well as discover the incredible creativity and innovation happening across the industry. We’re really looking forward to the 2026 show. It’s always a highlight in our calendar.”

One of the highlights for many visitors is the show’s Boutique Collection; a carefully curated section centred around innovation, with quirky, independent suppliers presenting their product o erings.

This year the section has expanded to include even more suppliers. Among those exhibiting this year are Aim Studio Co, Amy Britton, Andhand, Batik Ying, By Anika, Co eenotes, De Kempen, Dodolulu,

Stationery Show

Emily May, Fab Dab Do, Fawn & Thistle, Gilded Words, Good Tuesday, House of Tula, Impact Stationery Inc, Intelligent Change, Les Pensionnaires, Lione & Sheikh, Little Green Paper Shop, Raspberry Blossom, Rebel Stationery, RebelJones, Roamie, Roomytown, Scriveiner, Storigraphic, The Crafty Kit Company, Tom’s Studio, VENT For Change and Wild Hart Rituals.

Tom’s Studio had a great show last year and is back again this year. “London International Stationery Show is always a real highlight of our year. It’s a brilliant opportunity to connect with our customers, retail partners and the wider creative community. We’ve got some big new things on the horizon, so we’re especially excited to share what we’ve been working on at the 2026 show,” says Chris Seigal, commercial director.

A newcomer to the show is Mia Bates, founder of Aim Studio, a brand known for its functional yet beautifully reﬁned paper goods.

“As my very ﬁrst trade show, this is the ﬁrst time anyone will see my retail packaging,” says Mia. It’s also an opportunity to connect with the

industry in person. “I’m most looking forward to meeting fellow brands and buyers who share my love for stationery. It’s been ages since I’ve displayed my product range in a physical space, so I’m excited to see everything come together and get feedback.”

In addition to the exhibitors on the show ﬂoor, there is also an extensive talks and workshops programme, with one of the keynotes coming from Kaweco’s CEO, Michael Gutberlet. A charismatic speaker, Michael brings a wealth of experience and insight to the show. He will speak not only about the Kaweco brand, exploring its rich history and future vision, but also share his personal journey in the industry and o er his perspective on where the sector is heading.

The finalists of the Stationery Awards will also be showcased on the show floor, with the winners announced at a free-to-attend event at the end of the first day.

Entry to the show is free for stationery buyers, retailers, wholesalers, licensors and licensees. Register now at stationeryshowlondon.co.uk

The power of stationery

Stationery champion Sarah Laker is delighted with the support that National Stationery Week is receiving from suppliers…

She says: ‘’I’m genuinely thrilled by the incredible line-up of sponsors supporting National Stationery Week this year. Their enthusiasm reﬂects a shared belief in the power of stationery, the positive role it plays in creativity and wellbeing, and the joy it brings to everyday life. At its heart, this campaign is about inspiring people to pick up a pen, use a notebook and reconnect with stationery in a meaningful way, and it’s exciting to see so many brands united behind that goal.

‘’The website is an important tool for retailers and brands wanting to take part as it has a resource page. Retailers can also send in photos of their 2025 & 2026 campaigns for the retail page, and any bricks ’n’ mortar shop that sells stationery can be included on the location map.

‘’The support we are getting is brilliant – Pentel, Zebra, Maped Helix, and Staedtler are all on their fourth consecutive year of sponsoring, while The Art File is on its third. It blows me away how the campaign is gaining momentum year on year!’’

National Stationery Week runs from May 11-17. www.nationalstationeryweek.com

Exhibitor opinion

What’s your most memorable story/experience from previous shows?

Although I’m somewhat of a veteran of the show, last year was my first time with Zebra, so it was nice to get more acquainted with the whole team. This year I’m excited as we’re putting some new releases forward for the Stationery Awards, so here’s hoping we just might be showcasing as a finalist during the event… fingers crossed! Any show o ers we can tell our readers about?

Alongside promoting our latest seasonal BTS o ers, we’ll be highlighting our new merchandising display units, which we are launching this summer.

What one product or range should visitors check out at the show?

We will be previewing the upcoming Mildliner Fragrance range, which is a collection of double-ended highlighter markers that also feature a variety of delightfully scented inks.

Lawrence Savage, marketing manager Zebra Pen UK

What do you enjoy about the show?

The opportunity to meet buyers face to face and have genuine conversations about products. It’s a great environment to connect with people who share the same passion for stationery, which always leads to interesting discussions and ideas.

Being able to demonstrate products and show them in person also makes a big di erence, as it allows people to really see and experience the quality and design up close. On top of that, the show o ers the chance to meet amazing people from across the industry, which makes the whole experience both inspiring and rewarding.

Ellie Castle, senior marketing executive ExaClair

What: London International Stationery Show

Where: Business Design Centre, 52 Upper Street, London N1 0QH

When: May 12-13, 9.30am-5pm Tuesday, 9.30-4pm Wednesday

Web: stationeryshowlondon.co.uk

The Kaweco DIY pen press on the Studio Pens stand is always popular.

A mix of media

Stand M416

Visitors to the ExaClair stand at the London Stationery Show will be able to discover a selection of creative and writing products designed to inspire artists, writers and stationery enthusiasts alike.

Among the highlights are the colourful new Darwi For You Sketchbooks, featuring durable hardcovers and 80 sheets of 140 gsm paper with a light grain, making them ideal for mixed media work. Also on display will be Rhodia’s new fountain pen range, available in ﬁve stylish colours – black, orange, titanium, sage and brown. With a choice of EF, F, M and B nib sizes and compatibility with both ink cartridges and bottled ink, these pens combine practicality with Rhodia’s clean, modern design.

Alongside these will be the versatile Aqua Pad watercolour range. Made with 300g paper and a medium-ﬁne grain, the pads are designed to handle washes, layering and brush pen techniques with ease. The new range includes both rigid watercolour books, which lie ﬂat for comfortable painting, and the Nomadic Watercolour Trio which are perfect for creating and sharing small watercolour artworks. Visitors will also be able to explore the rich, highly pigmented colours of Blockx paints, pastels and oils, known for their exceptional quality and smooth application, making them a favourite among artists who value traditional craftsmanship and professional performance.

ExaClair

01553 696600

enquiries@exaclair.co.uk | exaclairlimited.com

The write stu

Stand M500

The Zebra Pen stand will once again be one of the main attractions at the forthcoming London Stationery Show. You can visit the team on stand M500, where they will be presenting a selection of newly released products alongside their latest multifunctional in-store merchandising display units.

Purr-fect designs

Stand G241

Fawn & Thistle is an independent stationery and gift brand founded by illustrator and designer Kirsten McNee. From her studio in Kent, Kirsten creates bold, playful collections of illustrated greeting cards, stationery and small gifts inspired by everyday delights – from curious cats and coastal nostalgia to vintage packaging and food motifs.

Each design begins as an original illustration, giving the range a distinctive hand-drawn warmth and character, with a touch of humour. The collections are proudly designed in the UK and produced with high-quality printers and manufacturers.

Greeting cards remain at the heart of the range, with a growing selection of birthday designs that combine humour with strong visual appeal. Alongside cards, the collection includes popular impulse buys and till-point gifts such as washi tapes, bookmarks and small stationery treats – perfect add-on purchases for customers. Many designs draw inspiration from vintage ephemera and packaging, from matchbox labels to retro risograph printing. The brand’s playful cat-themed designs have become particular favourites with customers.

Fawn & Thistle 0754 559 0406 hello@fawnandthistle.com | www.fawnandthistle.com

In addition to new range expansions across the bestselling Sarasa Clip gel pen and Mildliner highlighter collections, they will be showcasing the latest assortment of CLiCKART colours. These retractable felt tip pens are ideal for those who enjoy the popular cosy colouring trend. They will also be focusing on the range of bLen emulsion ink ballpoint pens, which have been developed with an innovative anti-vibration design to maximise a smooth writing experience.

Zebra Pen (UK) Limited 020 8974 2202

info@zebrapen.co.uk | zebrapen.co.uk

Write Calmly. Think Clearly.

bLen is designed for ﬂow. Its anti-vibration design stabilises every stroke, while advanced emulsion ink technology delivers clean, consistent lines with a smooth, low-resistance feel. Together, they reduce shake and fatigue, keeping your writing controlled, comfortable, and effortless from start to ﬁnish.

FOR MORE INFORMATION

Perfect for journalling, planning, and long days ﬁlled with ideas. Because when your pen feels right, everything else follows. 12-13

CONTACT INFO@ZEBRAPEN.CO.UK OR CALL 020 8974 2202

Say it Properly

Some words deserve more than ink alone.

The Jacques Herbin 1798 collection blends richly pigmented colour with a subtle shimmer, creating depth, light, and movement across the page. Paired with ﬁnely crafted glass dip pens, each stroke becomes deliberate, transforming writing into a quiet ritual rather than a routine task.

Ideal for cards, letters, and meaningful moments, this is correspondence that feels considered from the very first mark to the final flourish.

A distinctive addition to premium stationery and gifting ranges, offering customers something they can see, feel, and keep

Contact 01553 696600 or Visit www.exaclairlimited.com For further information

‘’I’ve

loved my time

As GCA CEO Amanda Fergusson looks towards the end of the year, when she will be stepping down from the role, Naomi MacKay talks to her about her time at the trade association, her greatest achievements, her plans for the future – and the great sandwich heist!

What initially attracted you to the GCA all those years ago?

I previously ran my own business importing and distributing various products. While it was a valuable learning experience, I found the work isolating and made some early contractual mistakes. When the business reached the point where additional sta were needed – and even the space under my bed was full of stock – I decided to seek employment. I joined the greeting card industry shortly afterwards.

I was drawn to the GCA by the opportunity to provide the help and support to small businesses that I had lacked. With many years of industry experience, I also recognised what larger companies expected from the association, and was excited by the chance to champion card-sending and help safeguard our industry for the future.

The GCA really is a team e ort; when I joined, UK Greetings’ Ceri Stirland was president, and I was hugely grateful for her support in the early days of my tenure. Today our president, Karen Wilson of Paper Salad, is another really experienced highproﬁle industry champion, ably supported by our vice president, Mark Callaby co-owner of Ohh Deer, also an entrepreneurial industry champion. We work hard to ensure that we have the breadth of experience needed around the council table to represent our industry. Today we have a fantastic council, and in addition members stepping forward to work with us on various projects – hopefully many will go on to be council members of the future.

The GCA is in good hands and the new CEO will have lots of support.

How did you start you career in cards?

I started my card career as a Saturday girl, later joining The Andrew Brownsword Collection as national accounts manager [Andrew Brownsword

was an entrepreneur who developed artist Deborah Jones’ sketches into the Forever Friends range back in 1987, and later bought Gordon Fraser Gallery]. The industry was undergoing a period of change, with many new publishers coming in, and I worked with Claire Castle from WHSmith and Peter Beecroft from Camden Graphics to introduce the ﬁrst brokerage scheme. Brokerage and category management are challenging to organise but allow small publishers to access major retailers, and allow large retailers to o er a broad range to consumers –keeping them engaged with card sending. Following this I headed up PR and marketing at Hallmark, and latterly worked for Caroline Gardener.

‘’The level of member engagement over the past few years has been exceptional’’

I have also served as a school governor and previously held non-executive positions, which have been useful experience for my role at the GCA I know there are probably many, but what do you think your greatest/standout achievement has been during that time? The level of member engagement over the past few years has been exceptional. Together, we have signiﬁcantly raised the proﬁle of greeting cards within the media and among key stakeholders. I’m especially proud of how the industry has united to tackle major challenges – such as ongoing issues with the postal service – in a collaborative and constructive way.

Also, our partnerships with the media, external stakeholders, and other trade organisations have been invaluable. They have helped amplify our collective voice and ensured that the importance of sending and receiving cards continues to receive the recognition it deserves.

Is there a particularly funny memory you have of your time at the GCA?

One of our fellow trade associations kindly lent us a meeting room for one of our council meetings. On arrival I handed over the sandwiches I’d bought for our working lunch, which they said they would put outside at 1pm.

We broke for lunch, and the sandwiches had been arranged beautifully on two platters with the addition of some same savoury bites and salad. We all helped ourselves. Ten minutes later, as I was chatting to Georgina Fihosy of AfroTouch Design, the

L-R: Sky News journalist Mel Hunter, Amanda Fergusson, Sky’s Kay Burley and Gareth Barlow

Amanda with David Gold, Royal Mail director (left), and Alistair Cochrane, Royal Mail CEO

The GCA 100th Anniversary Conference: (l-r) Amanda with Geo Sanderson, now of Jungle Studio, then GCA president Ceri Stirling, UKG, and vice president Rachel Hare of Belly Button Designs

with you all’’

awful realisation dawned on me that the sandwich I was eating was not one of those I had bought. I rushed outside and, sure enough, under the table were the two Tesco bags I’d arrived with, with the sandwiches still in them!

In the meeting room next door sat a large group of people, from the trade association whose o ces we were using, whose nice lunch we were obviously eating.

We quickly found some knives and set up a production line cutting up the Tesco sandwiches and arranging them on the now-empty platters, telling the person who came out to collect them that we’d bring them in. When we’d ﬁnished, a couple of brave council members delivered them!

Is there something you didn’t get to achieve that you would have liked to (or that you hope will happen in the future for the industry)?

I’d love to have resolved the postal issues. A reliable, a ordable postal service is important for our members supplying customer orders, and of course for consumers sending cards. The British continue to love cards; as Kantar said at our Conference last year, 92% of people buy cards – more than the 91% who buy toothpaste and 84% who buy tea! We contribute over £1.53bn to the UK economy, but more and more cards are now hand-delivered, which is a worry for us, and an opportunity we are highlighting for Royal Mail.

On a lighter note – I joined the GCA just before we celebrated our 100th anniversary. We worked hard to bring together an exhibition of cards, showing the societal changes reﬂected in greeting cards, and the enormous changes in our industry in the 60s, 70s, and 80s. The industry has a rich history; I started the GCA series of podcasts to help record this and to inspire future generations. I hope that this will continue.

Is there something that really surprised you about the GCA, or the industry as a whole that you didn’t know before you joined as CEO?

The generosity within the industry is unrivalled. Even though many publishers around the table are technically competitors, they work together with a real sense of shared purpose for the good of the industry as a whole.

I’ve also been struck by how warmly new publishers with innovative products are welcomed and encouraged.

That spirit of collaboration helps to drive our industry forward, and the broad range of greeting cards available across the country is a big part of why we continue to keep consumers engaged with sending cards in the UK.

‘’Even though many publishers around the table are technically competitors, they work together with a real sense of shared purpose’’

What will you most miss about the role?

The people; the members, the GCA team and the council. We are a very special industry, and I will miss everyone hugely.

What is the ﬁrst thing you’re looking forward to doing after December?

Having a break; catching up with friends, and I love reading so am looking forward to some time with my books!

Also, being able to plan a holiday in February and not having to work round Spring Fair! My very ﬁrst Spring Fair was as a teenager in 1980 when I attended with my father whose business was exhibiting. I’ve attended nearly every year from the late 1980s!

Also, it will be nice to be around for my son’s birthday on February 7, rather than having to rush back from the show to celebrate!

What are your plans for ‘life after the GCA’? I’ll take some time out; we have some holidays planned and I’m looking forward to having more time with friends and family.

I have a few projects I’d like to get involved with. Also, I have always loved social history so am planning some time in museums and London archives. I was the ﬁrst in my family to go on to higher education – and the emphasis was very much if you’re going, you need to do something that will lead to a job. So I did business studies; really I’d loved to have studied history!

What one piece of advice would you give your successor?

Enjoy it! It’s a wonderful industry. You’ll have a great welcome and lots of support from the members and the council.

It’s a great job – if anyone reading this is interested in the position, feel free to contact me or GCA

President Karen Wilson. Karen can be contacted about the role at gcapresident@papersalad.co.uk

And ﬁnally, do you have a message for everyone in the GCA?

Thank you so much for all your support, and for coming together to drive the industry forward. I’ve loved my time with you all.

L-R: GCA vice-president Mark Callaby, president Karen Wilson, and Amanda

Around the stands

Greetings Today caught up with Spring Fair exhibitors, to get their impressions of the show, held at the NEC, Birmingham, in February

Sam Poulton, customer relationship advisor, M&G: “It was a fantastic show, full of lovely conversations with new and existing customers. The response to our new licences, including Peter Rabbit, Angela Harding and Henry Fraser, was extremely positive, and the launch of our umbrellas created a real buzz on the stand.”

Tracey Colliston, owner, Ginger Betty: ‘’Spring Fair was amazing! Our new card collection Marmalade Skies, and the new bone china mugs have been really well received; we couldn’t be happier with the response. The set-up was a bit tricky, with Pete falling o the ladder and a few other things that went wrong! But everything came together, and it was a great success. Thank you to our customers who placed orders and showed an interest in Ginger Betty.’’

David Falkner, co-founder and director, Cardology, pictured with designer Iona McKenzie: ‘’We’re in front of our Everyday Essentials range, which we launched at the show speciﬁcally to protect margin and range di erentiation across both our independent and mass-market retailers.

‘’I thought Spring Fair had real energy this year. One of the most encouraging themes for us was how strongly retailers responded to our broader licensed gift-ranging solutions, which open both traditional and higher-growth gifting categories to a much wider base of stockists. Buyers really bought into cohesive, display-ready ranges that originated from our online checkout experience and are purpose-built to drive the same sell-through within bricks and mortar.

‘’We held strong conversations from the outset, and seeing retailers commit on the stand reinforced that we’re aligned with where the market is heading. That confidence was further supported by our subsequently announced Gift of the Year finalist position. By the final afternoon we were exhausted, but in the best possible way.’’

Yvette and Dan Clarkson, owners, Heyyy Cards:

‘’We had an amazing Spring Fair this year! There was a great energy at the show, and it was brilliant to catch up with so many new and familiar faces. We were over the moon with the response to our new products, in particular our Taking Shape Minis, which were very popular! We are sad that tradeshow season is over for now, but already thinking about the next show – PG Live in June!’’

Phillip Connors, account manager, commercial operations, Ohh Deer, pictured above left with Joe Prusinski, ﬁnance manager, and Ellie Pears: ‘’We had our busiest and best trade show so far at Spring Fair. It was great to meet with so many of our lovely customers and talk about all of our new ranges and products. The reaction has been fantastic!’’

Cardology

Laura Darrington Design

Ginger Betty

Heyyy Cards

Ohh Deer

M&G

Turning adversity into art

Paralysed after an accident, Henry Fraser chose to embrace life, and became an accomplished mouth-artist, collaborating with Museums & Galleries on a ‘joyously bold’ range of cards

Being challenged in life is inevitable, but being defeated is optional...

Henry Fraser was 17 years old when a tragic accident severely crushed his spinal cord. Paralysed from the shoulders down, he has conquered unimaginable di culty to embrace life and a new way of living. Through challenging adversity, he has found the opportunity to grow and inspire others. Right at the heart of Henry’s inspiring philosophy is his belief that every day is a good day.

Henry Fraser is a British artist and motivational speaker who has earned a strong A-list fan base including J.K. Rowling, David Beckham, Victoria Derbyshire, and the England rugby and cricket teams.

Using a specially developed stylus and easel, Henry has become an accomplished mouth-painter. His ﬁrst solo exhibition, Hand-to-Mouth, took place in July 2016.

He has produced images for The Times’ coverage of the 2015 Rugby World Cup, and his art has also been

covered in The Telegraph and Hu PostUK.

Museums & Galleries is proud to present a curated ﬁne art card range of Henry Fraser’s joyously bold work. Henry taught himself how to draw and paint with pencils and paint by attaching utensils to a mouth stick – reigniting his childhood love for art. He says: “Adversity has given me a gift.”

There are 12 designs in the launch range, showcasing Henry’s love of nature. The range features Henry’s distinctively contemporary interpretations of tigers and zebras, parrots and pandas, spiced with hot chillies, aloe vera, dahlias and sunﬂowers. There are 12 designs in large square format, with white envelopes. SRP £3.10.

‘’Adversity has given me a gift’’

Henry Fraser at work

Diary of a card shop

Sarah Holmes, owner of three stores in Scotland – Pencil Me In, Seasgair Store and the newly opened Task In Hand – is keeping busy, with card orders, shop redesigns and plans for National Stationery Week

While the sleepy ﬁrst quarter can quietly chip away at a shopkeeper’s conﬁdence (bar the welcome boosts of Valentine’s Day and Mother’s Day), it always feels like it should be a calm, steady stretch. In reality, I’ve been anything but quiet – beavering away at three trade shows: Top Drawer, Scotland’s Trade Fair Spring and Spring Fair.

Between judging products and speaking on panels (both of which I absolutely love), it’s been a full and energising start to the year. Claire, Louise and Debbie from my team each joined me at a di erent show – a perfect excuse for a little ﬁne dining in some of the UK’s best cities.

We placed plenty of card orders, too. New to us for 2026 are This Is Rude, Joy Nevada, Another Loop, a collaboration between Meg Fatharly and Ohh Deer, and Yo Studio.

In 2025, proﬁts from card sales once again comfortably covered our lease payments – proof (if ever it were needed) that cards are absolutely essential to our business. They account for 30% of our in-store turnover, and are a joy to buy.

At Task In Hand in Nairn, our new store [opened in December], we’ve installed new card shelving, doubling our capacity and strengthening our reputation for great cards in the town. Over at Pencil Me In [a stationery store in Elgin], Valentine’s Day was strong, and we worked hard to maintain momentum in the short run-up to Mother’s Day. We had great fun with our window displays at both Pencil Me In and Seasgair Store [selling gifts and homewares, also in Elgin], collaborating with card publisher Jade Fisher on a cool window vinyl.

In the run-up to May, I’ve been immersed in two particularly exciting projects. A good pal of mine

has a unique and expansive pencil collection, and we’ll be exhibiting it in-store for National Stationery Week (Monday May 11 to Sunday May 17). The real creative challenge? Designing a display that does it justice. Alongside this, I’ve been gathering playful vintage stationery memorabilia for upcoming window displays – perfectly timed as Pencil Me In celebrates its 10th birthday in Elgin at the end of May. We have limited-edition stationery collaborations and a number of fun things planned to mark the occasion.

‘’In 2025, proﬁts from card sales once again comfortably covered our lease payments –proof (if ever it were needed) that cards are absolutely essential to our business’’

At the end of 2025, I purchased the building that houses Pencil Me In, and in March we upgraded our lighting from strip lights to LED, a long-term investment in reducing energy consumption and costs. We were grateful to receive a cashback grant from Business Energy Scotland towards the project. Next on the wish list: new ﬂooring and a redesign of the layout and furniture, allowing us yet again to increase our card capacity. Our Scottish & Local section, introduced two years ago, has been a real success, and I’m keen to expand it further. Bestsellers here include David Fleck, Hole in My Pocket, Charis Raine Illustration and Lomond Paper Co

In May, I’ll be heading to London Stationery Show, where I’m keen to see the pen collaboration between Andhand and Supermundane. This spring we’ve welcomed the Traveler’s Company collection to Task In Hand and The Wren pen from Tom’s Studio at Pencil Me In, so I’m looking forward to exploring their ranges in more depth – and seeing what else might find a home on our shelves. With Task In Hand developing an art supplies offering, I’ll be on the lookout for fresh inspiration in that category, too.

‘’I’ve been gathering playful vintage stationery memorabilia for upcoming window displays – perfectly timed as Pencil Me In celebrates its 10th birthday in Elgin at the end of May’’

I love the Stationery Show – it’s the perfect place to discover playful accessories and reconnect with our wonderful suppliers. As a true stationery enthusiast, I truly feel among my people there. There’s often lunch with Amy from Mark+Fold, Tessa from The Stationer, and Patsy from Moxon – a powerhouse trio of women in stationery. I also always enjoy the shopkeeper dinner organised by Sarah Laker of Stationery Supplies – a brilliant way to round off a show that never fails to inspire.

At the newly opened Task in Hand in Nairn

Task In Hand Stationery at Pencil Me In

So many pens at Pencil Me In!

Elgin’s Pencil Me In The popular Scottish & Local section

Art supplies at Task In Hand

Having a laugh…

The humour sector of the greetings industry is enjoying a period of renewed energy, driven by consumers seeking emotional connection, physical keepsakes, and a good laugh – sometimes a very cheeky one

Publishers across the market report strong demand, shifting tastes, and a willingness among buyers to embrace everything from fantasy-themed humour to full-throttle rudeness.

At Arrthi Studio , creator of the Cheeky Legends brand, fantasy-infused humour is proving a major draw. Studio owner Arrthi Little explains: “It is an exciting time for the humour card sector. Buyers are looking to enchant every occasion with designs that provoke a genuine emotional reaction, and the tactile joy of receiving a physical card far outweighs anything easily forgotten on a social media feed. At Cheeky Legends, we are seeing a massive surge in demand as fantasy tropes move firmly into the mainstream.”

The latest release, Have a Cracking Birthday, taps into this appetite for playful escapism: “Our latest release… perfectly captures this energy, hitting the funny bone with a clever three-way joke that blends wizardry, wordplay, and a bit of cheeky irreverence,” Arrthi says. “In an era of digital noise, our cards offer a legendary physical keepsake… the best birthday wishes are the ones that do not take themselves too seriously.’’

For Dean Morris of Dean Morris Cards, humour has remained consistently strong – but the boundaries of what sells are shifting. “The feedback I always get is that humour continues to be a very strong category,” he says. “Customers always want new but some bestselling designs published over 10 years ago still continue to provide strong sales.”

However, retailers are increasingly reporting that risqué and outright rude cards are gaining traction. Morris agrees: “I would deﬁnitely say this is the case… customers will often come to me wanting to push the envelope more than they have

with the product from other suppliers.” Even long-established retailers can surprise him: “I have had some rude card orders from some shops that I really wouldn’t have expected… so it’s good to know after 27 years the business can sometimes still surprise me!” Lovely Paper Stu has been responding to a di erent kind of demand – practicality. Founder Jo Denning explains that while customers love the humour, the square format of her cards has sometimes been a barrier. “We have had many conversations with people who have loved the designs… but the square format has not worked for their particular shop,” she says. To address this, the brand is introducing two aspect ratios, launching at PG Live in June.

Denning also sees a cultural through-line in what makes humour cards so enduring. “People are not afraid of an insult! I think as a nation, we don’t take ourselves too seriously and cards reﬂect our dry British humour,” she says. While she personally avoids the rude category, “simply because I have young children”, she acknowledges the appeal: “The controversy in rude or risqué cards gives the shock factor, which can trigger a good laugh.”

At The Great British Card Company (GBCC), humour is a strategic growth area. Head of creative Lucy Ledger says: “We’re well-established in humorous greeting cards and I’ve focused on strengthening this area in recent years… expanding classic ranges while introducing new collections as part of our brokerage o er.”

For 2026, GBCC has launched two new humour ranges, including a collaboration with Dean Morris. CEO David Byk explains the thinking: “Lucy and I spoke about a range, which we nicknamed ‘Clean Dean’… we thought this would be a great ﬁt for us all.” The aim is to bring Morris’ bold humour to a broader, more mainstream audience.

GBCC is also seeing strong early interest in a new licensed range with James Andrews of Pickled Prints. Byk emphasises that success in humour requires broad appeal: “A successful humour range needs to resonate with a broad audience and work across generations… The visual design is just as important as the joke itself.”

Across the board, it appears that publishers agree: humour remains one of the most resilient and creatively fertile areas of the greeting card market. Whether through fantasy escapism, sharp British wit, or envelope-pushing profanity, consumers continue to seek out cards that spark joy – and a laugh that lingers longer than any digital message.

Buyers’ opinion

What publishers sell well for you in humour?

Paperlink, Great British Card Company, and UK Greetings

Nish Kanabar, Ace Cards of Wetherby, West Yorkshire

Earlybird Designs is our bestselling brand in general, and the Quackers range, which is full of kitsch humour cards, has been so popular this year! Other than them we’ve had a lot of success with Kiss Me Kwik cards lately – there’s some proper laugh-out-loud jokes in there!

Generally, the ranges that work best are ones that bridge a wide age group, as we have such a mixed customer base.

Hannah Sharman, Earlybird Cards & Gifts, Stoke Newington, London

David Byk

Jo Denning

Dean Morris

Lucy Ledger

Pickled Prints

All things bold and pun-derful!

Bold, bright and not afraid of a good (or gloriously bad) pun, Lovely Paper Stuff has built a reputation for cards that are designed to make people laugh, tut, raise their eyebrows or possibly all three! Leading the way is the bestselling Cool as Duck range – a collection packed with colourful designs, cheeky humour and plenty of beautifully hand-drawn art.

For 2026, the Cool as Duck range is getting a major update! Thanks to customer feedback, the range will now come in two different formats; square and portrait, so those who are not square card lovers will have the opportunity to try out the collection.

This year will be Lovely Paper Stuff’s fourth time at PG Live (June 2-3, Business Design Centre, London), with Stand 102 located downstairs on the Village Green. The stand should attract buyers from all over, hoping to get ‘something a little different’ in the humour category as well as those looking for a huge choice of colours to grace their shelves with.

The British love silly one-liners and groan-worthy puns, so the range is instantly relatable!

It’s this sense of fun that has helped Cool as Duck become the company’s strongestperforming range – the bright colour palettes and bold characters give it a real presence on the shelf, while the humour keeps customers coming back for more.

Lovely Paper Stuff has also recently expanded the range with a host of new designs. The latest additions bring even more silly and humorous designs, with fresh puns thrown into the mix, adding more variety while keeping the personality that made the originals so popular. Retailers will be able to see the extended collection at PG Live (stand 102). For Lovely Paper Stuff, the aim is simple: colourful cards, unique style and silly jokes that people genuinely enjoy sharing – and Cool as Duck continues to deliver exactly that.

Lovely Paper Stuff

07786 886223 | wholesale@lovelypaperstuff.com www.lovelypaperstuff.com

Make ‘em laugh!

The Art File o ers a brilliant selection of humour cards, perfect for making someone laugh on their birthday or celebration. From the consistently playful Rock On to the bold and bright Rise ‘N’ Grind collection, there’s something for everyone looking to ﬁnd something truly funny and special.

This year, The Art File team is thrilled to add four new designs to their brilliant Huzzah! birthday cards. This witty birthday card collection features medieval scenes and playful phrases. Created by Lucie, a talented in-house designer, every card is infused with bold colours, intricate design and relatable humour. These stunning cards are ﬁnished with die-cut gold foil and embossing and come with a luxury ivory envelope. The Art File sales@theartfile.com | www.theartfiletrade.com

Keeping it clean

Dean Morris Cards is a distinctive British greeting card publisher known for its bold humour, eye-catching designs and strong retail performance.

With its collection of outrageously funny cards and gifts, the brand continues to resonate with independent retailers and their customers.

New for spring 2026 is Pulp. This clean humour collection of an initial 16 designs carries the trademark Dean Morris wit, and is an homage to the pulpy, trashy novels of the 1950s and 1960s –mixing the cheeky up-to-date humour with an air of vintage scandal so common in these paperbacks.

Like the rest of Dean Morris Cards products, these are all printed in the UK and supplied with a complementary envelope.

Dean Morris Cards 01902 560247

dean@deanmorriscards.co.uk trade.deanmorriscards.co.uk

Share a joke

In a world that feels stranger by the day, humour has never mattered more. Whether it’s helping us make sense of the times we’re living in or bringing us closer to the people we love, sharing a laugh has become more important than ever.

From light-hearted or relatable, to sarcastic or cheeky, Hallmark has cards for every sense of humour – including the Mad As Cheese collection, which combines bold, bonkers illustrations with wonderfully silly jokes guaranteed to brighten anyone’s day. And if you’re after something a little edgier, Abstract Alley is perfect for the friends you know best. Its not-so-subtle mix of teasing and cheekiness taps into that “I get you” and “I know you will ﬁnd this funny” connection.

Whichever humour card you choose, sharing a joke is a powerful way to connect – and what’s better than laughing with someone you care about?

Hallmark

UK – 0800 902 0900 | ROI - 1800 816872

customerqueriesuk@hallmark.com www.hallmark.co.uk

Camilla & Rose –cooking up trouble!

There are some characters in the greeting card world who feel less like illustrations and more like old friends. Camilla and Rose are exactly that.

Slightly chaotic, gloriously outspoken and never far from a glass of wine, they’ve been making people laugh for years – and now they’re causing even more mischief under the Cherry Orchard banner.

Back in late 2023, when Peartree Heybridge closed its doors, the future of the much-loved Camilla & Rose licence suddenly became uncertain. For fans of the range – retailers and customers alike – that was a worrying thought. Fortunately, Cherry Orchard Publishing stepped in, secured the licence and quite literally hit the ground running.

From day one the goal was simple: keep the spirit of Camilla and Rose alive while giving the range fresh momentum.

And momentum it has had.

The initial relaunch featured more than 100 designs, bringing together the sharp humour, relatable situations and wonderfully expressive illustrations that have made the duo so popular. Camilla and Rose are the sort of characters we all recognise – the friends who say what everyone else is thinking, who approach life with a mix of honesty, sarcasm and a healthy disregard for behaving ‘appropriately’.

In other words, perfect material for greeting cards.

What makes the humour resonate is how relatable it is. From Friday nights that start with ‘just one drink’ and end somewhere far more entertaining, to the everyday realisation that our bodies occasionally creak in places we didn’t know existed, Camilla and Rose tackle the realities of modern life with a wink and a raised glass. The jokes are playful, slightly cheeky and reassuringly human – exactly the sort of humour people love sending to friends and family.

Since taking on the licence, Cherry Orchard has been steadily expanding the range to ensure it works even harder for retailers. New relations and age captions have been introduced, allowing the humour to reach more sending occasions while keeping the distinctive open-humour appeal that makes the brand so recognisable.

laugh-out-loud humour while introducing plenty of fresh scenarios for the duo to get themselves into. From social mishaps to life’s ongoing battle with ageing gracefully (or not), the new cards capture the wonderfully unﬁltered spirit that has always deﬁned the characters.

For retailers, the appeal is clear. The artwork is instantly recognisable, the humour broad and relatable, and the characters have the sort of personality that customers remember.

For senders, the appeal is even simpler.

Sometimes the perfect card is the one that makes someone laugh out loud before they’ve even opened it.

Camilla and Rose have been doing exactly that for years – and judging by the reception the range continues to receive, their mischievous adventures are far from over.

After all, life is always more entertaining with friends like these.

Cherry Orchard Publishing 01684 295500

info@cherryorchardpublishing.co.uk www.cherryorchardpublishing.co.uk

And the results speak for themselves.

The range has gone from strength to strength, becoming a reliable performer on shelves and a favourite with customers who enjoy cards that feel fun, bold and unapologetically honest. It’s humour that doesn’t try too hard – it simply reﬂects the little absurdities of everyday life.

Which brings us to the latest development: 32 new designs launching this season.

As showcased on the Greetings Today front cover, Camilla and Rose are back doing what they do best – cooking up trouble in the kitchen, surrounded by a chaotic mix of ingredients, gossip and probably a glass of wine or two.

The new additions continue the tradition of

A word from the artist

Camilla & Rose ﬁrst began when I started creating bespoke cards for friends, usually based on shared experiences and in-jokes. Before long I had quite a collection, so a friend persuaded me to take them to the NEC Spring Fair, where I met Peartree Heybridge.

The very ﬁrst two designs I created were It takes a long time to grow an old friend, and Mind your pelvic ﬂoor. Here they are – a little nod to where it all began.

Making its mark on

Elliot Jacobs, of the UOE store chain, talks to Greetings Today about the latest brand to hit the high street - a design-led stationery and card store named Stamp

UOE stores opened its ﬁrst Stamp concept store in Barnet, Herts, with plans for a wider rollout in the coming months.

UOE owner Elliot Jacobs, pictured left, said the ﬁrst Stamp store is ‘’the next chapter of what we’ve been building for years: a modern neighbourhood, lifestyle store bringing together essential services with beautifully curated stationery, cards and gifting, all delivered with amazing service and a full Post O ce in many of our locations too.

‘‘Over the coming months, the Stamp concept will roll out across our former DMB network, followed by the rebrand of existing UOE stores.’’

What inspired the Stamp branding? Stamp came from a simple observation: local shops still matter, but they need to work harder to earn their place in people’s lives. Too many high street errands feel functional at best, joyless at worst. We wanted to change that.

The name Stamp nods to heritage – posting, stationery, writing, sending – but also about us being present in our communities. It’s also about marking moments. Cards, letters, parcels and gifts are all small acts that carry meaning. Our ambition is to take everyday errands and make them feel a little more thoughtful, a little more human, and a lot more uplifting. That idea that we’re here ‘For Life’s Moments’ comes from the very essence of what we do – everything in our store is there to help you, whatever moment your dealing with – banking your money, getting some travel money, sending that package, getting a new ID photo, buying a gift or choosing a heartfelt greeting card. It’s all about moments – some big, some small, but all essential. Moving from our long-established UOE brand, we wanted to ensure the shift in brand and design

builds on the success of our established business, but with a new look and feel that felt solid, trusted and familiar – but also daring and surprisingly fun. We think Stamp ticks all the boxes.

Tell us a little about the brand itself, and the customer demographic. How have you chosen to set out and display product in the store?

Stamp is designed as a modern lifestyle store. We serve a broad demographic of more than 9 million customers every year – from people popping in for essentials, to customers who genuinely enjoy browsing stationery and cards – but they all value convenience, quality and a welcoming, friendly environment.

‘’Our ambition is to take everyday errands and make them feel a little more thoughtful, a little more human, and a lot more uplifting’’

The stores are service-led. The colour scheme is soft pink, dark grey with steel and ply wood elevating the look, and a ﬂash of hot pink neon to highlight key messaging. This is twinned with our own dedicated sound-track. In most of our 40-plus stores we have a full-service Post O ce at the back of the space, too. The design of this is again unexpected – modern, open-plan and easy to navigate. We’ve stripped back visual clutter, posters,

the high street

unnecessary signage, and created clear zones so customers can intuitively find what they need from our range of products and services.

We also have the latest technology such as digital drop-boxes for quick returns, mobile payment devices carried by our team on the floor, and digital screens promoting across the space. On the retail floor everything is open plan – we want our team out serving and meeting customers, not tucked behind a counter! We’re also about to start rolling out our new self-serve Post Office kiosks, and will shortly begin the trial of our new digital queue technology for some of the more complex Post Office transactions. You simply check in or pre-book a slot (by QR or with one of our retail team) and then you can browse the store – when it is your turn at the counter, it will ping your phone and put a message up on the video screens around the store. This lets our customers browse and buy while they wait– improving the customer experience, getting rid of that queuing feeling, and hopefully increasing basket value too.

You focus on stationery – what does this include?

For us, great stationery is both practical and emotional. It includes everyday essentials such as packaging, notebooks, pens and diaries, but also cards, wrapping, gifting items and products that help people mark life’s moments – birthdays, thank-yous, new homes, difficult days and celebrations. We work with a mix of well-established suppliers and dozens of smaller independent makers, with a strong emphasis on local, quality, design and sustainability as much as possible. Customers are increasingly intentional about what they buy; they want items that feel considered, and that’s very much reflected in our range.

How do you curate your stationery selection –do you attend trade shows such as the London Stationery Show to look for new items?

Curation is one of the most enjoyable parts of the job – or so our buying team tell me! We look for products that earn their space – whether through great design, clever functionality, or emotional resonance.

Every item should feel like it belongs, rather than being there simply to fill shelves. ‘Newness’ is the buzzword for the team – always on the hunt for original, fresh and interesting new products to complement our range. Trade shows are an important part of that. They’re invaluable for spotting trends early, meeting makers face-to-face and finding products that genuinely excite us and our customers. Stamp is built to evolve, so the range will continue to refresh as tastes and needs change.

What are the biggest challenges facing a stationery retailer today, and how do you navigate them?

The biggest challenge is relevance. Customers can buy stationery online with ease, so physical retail has to offer something more: expertise, atmosphere, curation and human connection, and the surprisingly fun element too. The great thing about quality stationery is its tactile. We’re not trying to sell cheaper pads and pens – we’re selling an experience, a moment – a space to write and dream your next big thing, to say ‘I love you’ or ‘I’m sorry’. Okay, maybe I’m getting a bit carried away, but I believe firmly there’s enough people out there who get it, and we hope they’ll get it at Stamp.

Have you introduced any unique retail experiences?

The experience we’re most proud of is how effortless the stores feel – clear layouts, knowledgeable teams, and spaces that people actually enjoy spending time in, even when they’re just running an everyday errand. I’ve already mentioned our focus on improving the real-world experience by using the best of technology but in terms of sourcing we’re always on the lookout for more UK-based and independent stationery makers who can scale with us.

Is there anything you haven’t been able to source that you would like to find?

Finding beautifully designed products that are both sustainable and commercially viable at volume is still a challenge. A big focus for us right now is expanding our art and crafting ranges – including

a new edition of wool! Yep… it’s a thing right now!! We recently acquired the assets of a long-standing stationery – Glynswood, in Thame, Oxon (which is where we’re opening our next Stamp) – and they sold a huge amount of wool to young and old customers alike. Tom Daley (the Olympic Gold medallist diver) has inspired younger shoppers to get interested in it – and we’re leaning into that trend alongside many other surprising categories!

‘‘We’ll soon be launching an Artist-in-Residence programme, offering artists free studio space in selected Stamp locations’’

One of the things we’re really excited about is that we’ll soon be launching an Artist-in-Residence programme, offering artists free studio space in selected Stamp locations for up to a year. The intention is simply to give artists time, space and visibility to work on whatever they choose, in a supportive, community setting.

Where it feels right for both sides, we’d also love to collaborate on turning some of that work into products, with artists retaining ownership and sharing fairly in any royalties from sales. The programme is about support first, collaboration second – and creating something genuinely positive for artists and our communities.

Anything else you’d like to add?

The high street is often talked about in terms of decline, but we see enormous opportunity. Customers still want places that feel local, trusted and fun to visit. Stamp is our take on that –combining essential services with moments of joy, and proving that thoughtful, well-designed retail still has a very bright future.

More than a card…

Looking for something that goes the extra mile? All these cards o er something just a little out of the ordinary…

Read all about it

Yoojoo creates fun and functional cards with, quite literally, that something extra. Each card transforms, in one way or another, into a useful bookmark gift, perfect for a year when all things bookish are trending.

Ideal for sending to book-loving family and friends; a card to make them smile plus a gift they’ll want to keep (and keep you in their thoughts long after the card has been recycled!).

The Birdies, Tails for Tales and Moggies (coming soon) ranges feature integrated handmade origami triangles forming beaks, tails and noses which, once removed, become corner bookmarks.

Look closely at the Monsters, Bookbarks and Tall Tales ranges and you’ll see two subtle rows of perforations. Simply fold and tear to create a bookmark.

Yoojoo

01274 621419

info@yoojoo.co.uk | www.yoojoo.co.uk

On top Form!

The Art File team is proud to showcase Form, its bestselling pop-up card collection. Form is a multi-award-winning series of pop-up cards. Elod Beregszaszi, who created these forms, is a leading fold designer, and The Art File has been thrilled to work with him for many years. The Form collection contains 30 unique designs, displaying fun and innovative 3D layered scenes perfect for birthdays everywhere. Form is printed on textured board and is ﬁnished with die-cut, cold foil, with every design hand-folded in the UK.

The Art File sales@theartfile.com www.theartfiletrade.com

From the heart

Since its inception, Belly Button Designs giftware has strived to offer high-quality, trend-driven products. The brand is now firmly established as a go-to for retailers looking for great products – and the Mini Ceramic Heart Decoration is one product that has really hit the ground running for the business.

Company founder and creative director Rachel Hare says: ‘’I’m delighted with the response from retailers, and being named a finalist in the Affordable Gifts category of the Gift of the Year Awards is truly the icing on the cake.

‘’This stylish little product sits perfectly between a card and a gift, and offers incredible value for retailers and consumers. Embellished with gold foil and available in more than 40 designs, the range started with birthday captions but has quickly extended to cover occasions, relations, and seasonal, too.’’

The beautiful, delicate ceramic heart, complete with sentiment, is attached to a foiled card and presented in a lidded gift box. It is a perfect little keepsake, as the heart can be detached, hung anywhere, and kept forever.

Belly Button is a multiple award winner for greeting cards, so being nominated for the Gift of the Year Awards is exciting for the whole team. They believe in crafting sustainable, purposeful, and stylish products across their collections.

All are sustainably made, produced, and designed in the UK.

Belly Button Designs

0161 902 0200

sales@bellybuttondesigns.com

Paper engineering

As dimensional greeting cards continue to capture the attention of shoppers looking for something a little more special, Santoro is expanding its popular Pirouette pop-up greeting collection with two charming new designs that showcase the brand’s flair for playful paper engineering.

The Pirouette pop-up greetings are known for their clever transformation. What begins as a flat card easily unfolds into a striking 360-degree display, with zero glue or cutting required. With a simple swipe of the wrist, the rotating sculptural scene becomes part greeting card and part miniature centrepiece. It’s this element of wonder, combined with detailed artwork and thoughtful themes, that has helped the range become a favourite with retailers and customers alike.

One of the latest additions, Crystals, brings a touch of elegance to the collection. Inspired by the natural beauty of gemstones, the design unfolds to reveal a delicate terrarium-style scene where vibrant crystals are nestled among tulips and botanical details. Soft colours and intricate layers give the card a refined look, making it an appealing option for customers searching for a sophisticated greeting that doubles as an artful keepsake.

Adding a dash of personality to the range is the Cats with Bowties design. It’s a scene that leans into the company’s playful side. As the card opens up, several well-dressed feline friends appear, each sporting a stylish bowtie as they spin into a lively, humorous display. The result is a lighthearted and characterful scene that is sure to charm cat lovers.

Both Pirouette designs highlight Santoro’s signature blend of illustration and paper engineering, proving once again that greeting cards can be every bit as creative and engaging as the gifts that may accompany them.

Santoro

020 8781 1104

sales@santoro-london.com | https://santorotrade.com

These fantastic designs in Dad and Brother feature an ingenious paper engineering mechanism that animates the character’s face with a big cheesy grin when the card is opened. UK Greetings salesandservice@ukgreetings.co.uk

Pushing it

It’s four years since we featured Postmark in Greetings Today, so we thought it was about time we caught up with Mark Janson-Smith, director, and Shannon Fisher, director of product and trading, to ﬁnd out what’s been happening since then…

Last time we spoke (in April 2022!), Postmark had six shops across South and West London. What’s changed since then?

Mark: Quite a lot! In early 2023 we had the opportunity to bid for a number of Network Rail sites after the demise of Paperchase. We went on to win this bid, opening in ﬁve Network Rail stations while also taking over the old Paperchase sites in Battersea Power Station, and Byres Road in Glasgow, and opening a new site in Richmond around the same time.

This e ectively meant doubling our estate in a two-month period which was, as you can imagine, incredibly exciting but at times also very stressful.

In 2024 we expanded again, opening in Broadgate Central, next to Liverpool Street Station, and embarked on our refurbishment project, which saw a complete overhaul of our site at King’s Cross.

This project continued with a refurb at London Bridge in early 2025, followed by the opening of our new store in Northcote Road in London and our site in Canary Wharf later in the year. Early this year we transformed our Waterloo site, and we’re now turning our attention to some of our long-standing high street stores.

With this expansion we have had to work fast to transform how we do things operationally. This was perhaps the toughest aspect of our growth as we were learning as we went, but now three years on we are really proud of the systems we’ve put in place, creating an operational structure – including a new o ce and warehouse – which can continue to grow with us.

Back in 2022 the stores were very much driven by design and aiming to o er an exciting and enticing shopping experience. How have you expanded on that over the past four years?

Mark: This is still very much at the heart of everything we do. Over the past two years we’ve

refurbished three of our Network Rail sites and opened three new stores. For these stores we took everything we loved about our brand and pushed it forward, taking design risks to o er something new and exciting to our customers.

Overall, this has been a tremendous success but, of course, there are some things that have worked better than others, and I think we’ll always ﬁnd things we want to ﬁnesse as we continue to evolve.

‘’With this expansion we have had to work fast to transform how we do things operationally’’

Given how tough things are out on the high street we really believe that you have to o er your customers not only exciting product design but also retail design that makes your products sing.

But none of that will really work unless you have the great product and fantastic customer service to back it up. We are so lucky to have so many incredibly talented designers in the UK; we only have limited space so picking what to put in when is always a challenge.

How do you source products?

Shannon: We’re always on the lookout for great new product.

Every year we visit a handful of key tradeshows – Spring Fair (Birmingham), Ambiente (Frankfurt), Top Drawer and PG Live, both in London – where we not only get a chance to discover new suppliers but connect with our current suppliers to see what new product they have on the horizon.

forward… …

We are also seeing an increasing number of direct submissions, which is great, but I would encourage any supplier contacting any new retailer to do their homework ﬁrst.

Work smarter not harder. Know what the retailer sells, ask how do your products sit within the market in regard to price, design etc? Make it easy for the buyer to review your range quickly and with ease.

What is your selection criteria?

Shannon: First and foremost it has to be a quality product, whether it’s a card or stationery; something that we’d be happy to gift or send ourselves.

Then we think about our current ranging and if there is a gap or need for this product – it may be that until we’ve seen the product we didn’t even know there was a gap!

Then it’s about price point – will our customers buy this for this price? Can we make this work within our company strategy?

What kinds of greeting cards are most popular right now, and how have customer preferences shifted over the years?

Shannon: For Postmark we ﬁnd we have some card brands that consistently sell well and are always part of our bestsellers list, despite the new ranges we bring in on a regular basis.

For example Alice Scott. This range has been part of the o er since 2013. Yes, there have been updates and new designs added along the way but to ﬁnd it still performing well 13 years postlaunch is crazy.

What are the biggest challenges facing greeting card retailers today, and how do you navigate them?

Mark: I’d say the biggest challenge is the constant downward pressure on operational costs, which everyone is facing, so in turn it means people are spending less. It doesn’t feel like the government are very pro-business, and when you top that o with the continual global issues, it does feel like it’s one thing after another. But all that said, since we’ve opened we have then faced one thing or another.

We are focusing, as we always do, on o ering our customers the best products we can in the nicest spaces we can, which makes them feel happy and excited to shop with us. Outside of that we can’t really do much more!

What advice would you give to someone who dreams of starting their own greeting card shop?

Mark: Get to know your customer and really understand your numbers. I think it’s so important to just sit and watch who’s shopping when.

Before we opened our ﬁrst shop in Balham, [fellow director] Leona Janson-Smith and I sat in the newly opened Café Nero and just watched who was out on the high street, asking ourselves if they would come and shop with us. We did this at various times and on di erent days – and it’s something we still do now when we’re thinking of opening in a new area.

If you think people will come and shop with you then you need to understand how much you’ll need to sell to make the business work. How many cards would you have to sell to pay your rent/rates etc –and don’t forget the joy of the VAT bill!

But I think most of all you’re going to need a comfortable pair of shoes and an understanding partner who will come and give you a day o now and then. I did and we’re still together 21 years later!

Smith

Bestsellers

Shannon: We’re particularly delighted to see new ranges Planet Kitchen and Quirks Kitchen – both designed for us by Pigment and exclusively availably at Postmark – breaking into our Top 5, and Pressed and Posted, which was again designed exclusively for Postmark by Stormy Knight and is now available more widely following an exclusive period with us.

Mark Janson-

Shannon Fisher

Marking milestones

So many special occasions call for a card. Here’s just a few that will help celebrate weddings, graduations, christenings, new homes and more…

The Art File

The Art File o ers a huge variety of cards for special occasions, with more than 150 brilliant designs to choose from.

From engagements, weddings and anniversaries, to new babies and moving home, there’s something for everyone looking to mark an important milestone or event.

The Art File also presents a new collection of Louise Mulgrew occasion cards, covering every major occasion. Discover adorable mini cards, beautiful animal designs and fabulous ﬂoral illustrations in the bestselling Louise Mulgrew collection.

sales@theartfile.com www.theartfiletrade.com

Cherry Orchard Publishing

Cherry Orchard Publishing is celebrating life’s most meaningful moments with the launch of a beautifully designed Wedding & Anniversary collection, featuring 52 new designs covering a wide variety of titles and relationships.

Created to o er retailers a comprehensive and visually striking selection for these important occasions, the range blends elegant design with contemporary touches, ensuring it appeals to both traditional and modern tastes. The collection includes cards for key relationships such as husband, wife, son and daughter-in-law, daughter and son-in-law, and special couple, alongside a wide selection of anniversary milestones and wedding day celebrations.

The artwork throughout the range features a mix of soft florals, celebratory champagne motifs, balloons, delicate hearts and romantic imagery, often finished with luxurious gold accents and subtle decorative details. This combination creates cards that feel both special and timeless – perfect for customers looking to mark significant milestones in style.

Wedding and anniversary cards remain a vital category for retailers, as they celebrate some of the most memorable moments in people’s lives. With carefully considered captions and a wide range of relationship titles included, Cherry Orchard’s new collection aims to make it easier for retailers to meet customer demand for speciﬁc and meaningful greetings.

The new range has also been designed with strong shelf appeal in mind. The variety of colour palettes, elegant typography and celebratory imagery help create a cohesive yet eye-catching display that will stand out in-store while maintaining the premium look customers expect from special occasion cards.

Launching in the third week of April (available to pre-order now) the full collection will give retailers the opportunity to refresh their wedding and anniversary sections with fresh, contemporary designs that still retain a classic feel. The mix of romantic ﬂorals, sparkling celebrations and milestone anniversary themes ensures the range covers a broad spectrum of sending occasions.

With 52 designs in total, Cherry Orchard’s latest release provides retailers with a well-balanced selection that works both as a full display or as individual additions to existing ranges. 01684 295500 | info@cherryorchardpublishing.co.uk www.cherryorchardpublishing.co.uk

Kali Stileman Publishing

The girls at Kali Stileman Publishing are head over heels in love with their latest occasions range! Inspired by skandi-style folk art, this collection features delightfully delicate people, birds and flowers against muted on-trend colours.

This collection features lots of special occasions from christening to wedding congratulations and engagement, and is made extra special with lovely silver foiled calligraphy.

07344 707167 | info@kalistileman.co.uk | www.kalistileman.co.uk

Personalised Memento Company

Add a personal touch to any special occasion with a gift from Personalised Memento Company (PMC). With a wide range of personalised gifts to cover all occasions, there’s sure to be the ideal gift for a loved one.

Spanning across a large range of products is this beautiful botanical design, perfect for commemorating a First Holy Communion. Included in the range is a lovely certificate holder, a personalised pendant box and a personalised bible that will be treasured for years to come.

Personalised homeware has become a go-to for personalised gifting, whether as a heartfelt gift for celebrating a new home, or as a unique addition to your own. PMC’s bestselling personalised Highland cow range fits perfectly within this trend. With a cosy, country feel it fits into any décor and style, and each item is fully personalised, adding a thoughtful touch.

sales@personalisedmemento.co.uk www.personalisedmemento.co.uk

UK Greetings

Spring has sprung and wedding season is just around the corner.

Which means UK Greetings is showcasing the new wedding cards from its Camden Signature collection.

These premium looks combine beautiful and intricate finishes printed on quality boards and envelopes – perfect for commemorating the Big Day.

From wedding cars pulling gold and silver foiled love hearts, to poignant sentiment enhanced with embossed lettering, Camden Signature excels in its attention to detail. These are cards designed for special occasions with a classy and modern aesthetic – a deliberate choice from UKG’s research that found that younger generations are buying more wedding cards on average.

It’s this research alongside these premium designs that the UK Greetings team hopes will convince consumers to say “I do” when these cards launch in March. salesandservice@ukgreetings.co.uk

Trade talk

Suppliers talk to Greetings Today about what’s sold well at trade shows so far this year, what’s trending for the summer season, and what they believe are the key issues facing the industry. If you would like to share your opinions in the next issue, email naomi@lemapublishing.co.uk

Adriana Lovesey Founder Greetings Lab

Now we’ve had the first flurry of trade shows, how is business for you? What is proving popular – and are there any surprise products that have sold better than you imagined?

The early trade shows of 2026 have brought a real sense of momentum for many independent publishers. Buyers continue to look for distinctive design, authentic storytelling and strong brand identity.

Character-led illustration, vibrant colour palettes and thoughtful sentiment remain strong sellers. There has also been encouraging interest in new publishers entering the market, particularly those offering fresh perspectives and inclusive design.

And retailers are increasingly willing to support emerging talent when the product and brand story are compelling.

Looking ahead to summer, what do you think will be the big trends?

I believe the industry will continue to see strong demand for illustrationled ranges, especially those rooted in storytelling and character. Nature-inspired artwork, tactile finishes and design-led simplicity are all expected to remain key trends.

Retailers are also increasingly looking for brands with a clear point of view, whether that is sustainability, cultural representation or strong visual identity.

Buyers want products that feel authentic and meaningful, while still offering something fresh for their customers.

How was Spring Fair?

I spent much of my time supporting independent publishers through Greetings Lab, which had a group stand there this year for 13 brands. There was a positive atmosphere on the show floor, with many retailers actively looking for newness and emerging talent.

One of the most rewarding aspects for me, though, was seeing several Greetings Lab publishers gain strong buyer interest, reinforcing my belief that there is still significant appetite for new brands entering the market.

Any other issue you’d like to highlight?

I’m passionate about supporting the next generation of greeting card publishers, and believe community and collaboration are more important than ever in the industry. Through Greetings Lab I’m working to help emerging designers navigate the complexities of wholesale, retail and distribution.

Plus representation and diversity within the sector are important – when new voices and perspectives enter the market, it ultimately strengthens the creativity and relevance of the entire greeting card industry.

Dean Morris Director Dean Morris Cards

Now we’ve had the first flurry of trade shows, how is business for you?

What is proving popular – are there any surprise products that have gone better than you imagined?

My flurry was one trade show and that was enough – I don’t have the energy for loads! My longest-established range, Fabulous, now in its 20th year, is still proving very popular with customers old and new. I am continually adding new designs so it always feels fresh while remaining comfortably familiar (and funny). My new range, Pulp, launched at Spring Fair and proved to be very popular, with reorders being placed already. This range is still classic Dean Morris Cards humour but an irreverent (and clean) homage to vintage trashy paperback novels of the 50s and 60s. This has been a really enjoyable range to create, and I hope that shows through in the products themselves.

Looking ahead to summer, what do you think will be the big trends?

I’ve never massively followed trends, I just follow my own path so I wouldn’t really know. Funny cards about World War 3, maybe…?!

How was Spring Fair?

Spring Fair was my one trade show for the spring season. It paid for itself, which is always a bonus. The general vibe was that footfall was down, but I still had plenty of orders and leads, and it’s local, which is always a bonus. Trade shows can be long, tiring, and often busy but often with periods of little action, so it always helps to be surrounded by other lovely exhibitors, and this year all my neighbours were great!

Any other issue you’d like to highlight?

Royal Mail needs to sort out its delivery times. The time both second-class and first-class posts takes to arrive is far too long when you are running a B2C website. But what else can you use for low-value items such as greeting cards?

Rani Moochhala Founder Paper Mirchi

Which product stole the spotlight on your Spring Fair stand, and why do you think it resonated?

Our block print collection, across both cards and gift wrap, consistently steals the spotlight. It offers customers something truly unique. Using modern, fresh colour palettes, we’ve extended this approach to our new home, gifting, and stationery ranges. These collections also resonated strongly with customers, combining beautiful traditional printing techniques with on-trend colours and recycled cotton paper to deliver a message of style and sustainability.

What’s next for your brand?

We’re very excited about an upcoming limited-edition home and gifting collection launching later this year. We can’t wait to share more soon!

Diary of an agent

Dave Langdon reports from the East, following a struggle with his end-of-year

accounts, as he looks forward to having a laugh on Father’s Day

Ihanded in my end-of-year accounts convinced that, this year, I’d nailed it, only for my accountant to point out, once again, that I am incapable of even the simplest bookkeeping. Joking aside, is there ever a time any of you get your tax bill and it’s actually what you were expecting? I’m convinced 10% of the world’s computing power is currently dedicated to trying to explain depreciation to me. I still don’t get it.

Hello all, Dave reporting again from the East, where (weirdly) the driest part of the UK has endured five weeks of non-stop rain. We are simply not built for it. In protest to the weather gods, I have decided to convert to my ‘Hot Girl Summer’ uniform. It’s a welcome change from ‘Hot Mess Tax Season’.

It feels like Spring Fair was a lifetime ago, but I wanted to mention how grateful I am for such a great show. You may have seen me sprinting between Museums & Galleries, M!nt, Paper Salad, and Ohh Deer, wearing out the carpet on the junction between Hall 3 and 4. As an agent representing multiple brands, it’s a real treat to show off the products in person, in between scouting out who has the best snacks, the coldest drinks, or just a chair to collapse into after 4pm.

I was heavily criticised for not bringing homemade mince pies to the Harrogate Christmas show, so if you saw anyone eating a mince pie at the NEC in February: you’re welcome. This was my ninth Spring Fair, and I’ve developed a strange condition called 'See-the-samepeople-every-year-and-assume-they-are-all-based-inEast-Anglia-itis'. Rest assured my agent peers: I won’t be visiting your customers in the Shetland Isles or Malta any time soon.

As Q1 draws to a close, it’s a relief to have the bulk of Christmas ordering out of the way. It’s a necessary evil on the supplier side to gauge stock levels, and it enables the most organised publishers to start packing. If you’ve ever wondered why your everyday orders are held up during the first two weeks of September, it’s because 90% of Christmas orders are forward-dated to September 1 by sales agents with little regard for the despairing warehouses. As a consummate team player, I’ve set the odd order for September 2 this year. With this month’s focus on Humour in Greetings Today, I’m taking the opportunity to big up having a great selection of funny Father’s Day cards. I don’t speak for all dads, but personally I’d much rather receive a laugh than a ‘mushy’ sentiment. That could well be a sign I need therapy, but as I’ll shortly be

departing on a brewery cycle tour, I’m avoiding the ‘cycling and beer’ cards this year because they only remind me that I’m not particularly good at either. My personal favourite Father’s Day card this year comes from Dean Morris (and I don’t even work for him!).

''I don’t speak for all dads, but personally I’d much rather receive a laugh than a ‘mushy’ sentiment''

As for pickup items at the tillpoint (another feature in this issue), look no further than a solid keyring range. The top ones in my agency are:

• Global Journey - Wooden Animal Keyrings

• M!nt - To Be Frank Keyrings

• Ohh Deer - Motel Keyrings and Silly Beans

• Paper Salad Gifting Chocolate - now in stock.

I’ll be spending my brewery tour attempting to calculate the ‘depreciation’ of my liver and whether my bicycle counts as a business asset. If you don’t hear from me by next month, I’ve either finally mastered my bookkeeping or I’m still stuck in a hedge somewhere outside Basingstoke.

Cheers and here's to a funny, and hopefully dry, Q2!

Dave’s favourite Father Day’s card from Dean Morris

Dave with Cathy Frost at Ipswich’s LoveOne

Paper Salad

Dave with Bill from Bill & Bert’s in Colchester

Dave Langdon covers East Anglia for Museums and Galleries, Ohh Deer, Paper Salad, Global Journey Gifts, WPL Gifts, Mint, Peppermint Grove, Star Editions, David Fischoff, Boxer Gifts and Gnaw Chocolate

Ohh Deer

M!NT

SHOP TALK

Greetings Today catches up with retailers to ﬁnd out how Valentine’s went, how they’re planning for the next spring occasions, and what’s top of their business to-do list as we head into Q2. Want to get involved in the next issue? Email naomi@lemapublishing.co.uk

Janet Ross-Jordan Owner and designer Cards and Gift Wrap

Isle of Lewis, Outer Hebrides, Scotland

How has the ﬁrst quarter been for you?

It’s been a whirlwind start to 2026! I couldn’t make it to Spring Fair this time, but insights from a rep at an SBS event align spot-on with what I’m seeing in my shop sales – key trends such as digital detox, rising interest in reading (ﬁngers crossed for letter-writing too!), and calm-focused gifts that o er a real break from screens.

I’m also thrilled to share some standout new ranges: I’ve just started stocking Dandelion Stationery cards – humorous yet thoughtful – and they’re already selling brilliantly. Even more exciting, Sally Swannell has relaunched her card publishing, and I’m proud to be the ﬁrst retailer to order and receive her new stock... it’s ﬂying out the door!

How have you approached Mother’s Day and Father’s Day this year?

For Mother’s Day and Father’s Day, we’re keeping it small and indulgent – self-care vibes over extravagance. That’s where Alison Gardiner’s illustrated candles (beyond just Advent) shine, alongside a fresh range of bookmarks from Lilac Tree Designs. They complement my existing stock perfectly and tap into the reading revival – great news, especially as I’m married to an author!

‘’Digital detox is driving it all – from cards and puzzles to candles and letter-writing kits, customers are seeking that meaningful, o ine connection’’

Following the early-year trade shows/visits from agents, have you added any new publishers/ranges, or changed your orders to reﬂect buying habits for this year?

Orders this year lean towards uplifting, heartfelt designs with genuine eco-credentials, aligning beautifully with my own designed Gaelic cards. Early supplier chats conﬁrmed the shift to sustainable, screen-free joys. I’m excited to see jigsaw puzzle sales higher than normal too – another win for digital detox, with Gibsons and Wentworth proving popular. What’s top of your business to-do list?

Top of my 2026 to-do list? Designing more of my own stationery and cards, especially expanding letter-writing sets. People crave that physical, personal touch now – a detox from digital overload. (Fingers crossed Royal Mail gets the memo too; I was recently interviewed by the BBC on how its parcel priority is hitting small card businesses like mine.) Overall, digital detox is driving it all – from cards and puzzles to candles and letter-writing kits, customers are seeking that meaningful, o ine connection.

Nish

Kanabar

Director

Ace Cards of Wetherby

Wetherby, West Yorkshire

How was Valentine’s?

We had Valentine’s out on display earlier this year. Sales started as soon as stock was on display. All in all a good solid sell through, with a lot of sales coming through in the last few days. UK Greetings and IC&G were our bestsellers.

‘’Cost control is key, with new added costs hitting the sector in April’’

How have you approached Mother’s Day/Father’s Day?

We ﬁnd Mother’s Day always sells well, along with Easter, so again stock was out as soon as Valentine’s was over. Range-wise we work closely with the suppliers who have always supported us. Sales are healthy. Bestsellers for these categories are Ling/Great British Card Company, and Paperlink

Following the early-year trade shows/visits from agents, have you added any new publishers/ranges, or changed your orders to reﬂect buying habits for this year?

We are always looking for new range ideas, and welcome calls from new suppliers. The addition of licensed confectionery has worked well for us.

What’s the top thing on your business to-do list for 2026?

Cost control. It’s key, with new added costs hitting the sector in April.

Any other issues you wish to highlight?

We think the government needs to look closely at what the high street is going to look like in the next few years. Support and investment is clearly needed, rather than adding costs to business overheads.

Hannah Sharman Owner Earlybird Cards & Gifts

Stoke Newington, London

How was Valentine’s?

Valentine’s went really well this year – Friday the 13th was the busiest day we’ve ever had in the shop.

Chris Beards Owner Mantons

Cards

Port Erin, Isle of Man

How was Valentine’s?

We had an exceptional Valentine’s this year, completely selling out of some publishers and having very low returns with the others. Our quickest-selling cards this Valentine’s were from Wendy Jones-Blackett. Gifts sold well but it was mostly everyday items rather than anything particularly Valentine-themed.

‘’We had an exceptional Valentines this year, completely selling out of some publishers‘’

What is top of your business to-do list?

The top of our to-do list for 2026 is to completely finish our new shop front. We are 90% of the way there, and just dealing with snagging issues and completing the final details. We have already had an amazing reaction to the new shop front so it’s made all the effort and investment worthwhile, but it will still be fantastic to have it 100% done.

We got lots of lovely feedback on our card selection from our customers; overall, it was a big success for my first occasion as owner! Plus we sold more than 130 of the Love Cherubs Earlybird Designs card featured in the window display, so visual merchandising clearly has a big impact!

‘’Visual merchandising clearly has a big impact!’’

How have you approached Mother’s Day and Father’s Day this year?

I’ve been putting more work into our window displays as it’s the best way to catch peoples’s attention and remind them of specific events. I also put the date of Mother’s Day and Father’s Day in as many places as possible too, since people outside of our industry bubble really have no idea when they are!

Cathy Frost Owner Loveone

Ipswich, Suffolk

How was Valentine’s?

Valentine’s was good; a little late starting but there was a flurry of sales in the two days leading up to it.

A variety of products proved popular including Pump Street Chocolate, Jellycat toys, socks and hair accessories from Black Colour DK. Card sales were about the same as 2025, so a bit disappointing.

‘’Top of my list is to be more active on social media, using video, features and reels more’’

Are you doing anything differently for Mother’s Day/Father’s Day?

We chose to focus on the seasonality of Mother’s Day, with it being tulip season, with a focus on botanical-inspired gifts. We tried some new cards from Ohh Deer and Wanderlust Paper Co. Father’s Day will be an emphasis on food gifts; we have great pickles from Goat Rodeo and chocolate from Ocelot, Pump Street and Otherly

Following the early-year trade shows/visits from agents, have you added any new publishers/ranges, or changed your orders?

No real changes for us – a few tweaks, and some small changes, but we’re taking the first two quarters of the year tentatively.

What’s the top thing on your business to-do list for 2026?

Top of my list is to be more active on social media, using video, features and reels more. Also to do some interviews with producers and designers.

Any other issues you wish to highlight?

The weather has affected sales and footfall, so we’re praying for a warmer and drier spring – and waiting to hear if the government will release a high street strategy. I’ve heard rumours, and we really need to see a review of business rates. [High Streets Innovation Partnerships were announced as we went to press. See https://tinyurl.com/47ramzw3}

Last-minute buys

Increase your basket spend with these impulse buys, the ideal accompaniment to a card – and perfect for placing next to the till

The Art File

The Art File o ers a number of gifts, stationery and cards that are perfect for easily picking up when shopping.

From mini cards in The Art File’s Louise Mulgrew collection to the new pin badges and cotton tote bags, there are several gifts perfect for impulse buys.

The Art File also presents its new sticker roll packs. These sticker rolls are fun, practical and easy to use on stationery products. This collection is completely plastic-free and recyclable, with every sticker roll pack coming with 160 individual stickers and eight di erent designs printed on the roll. Shop all four themes and discover your next favourite stationery accessory. Email for a free brochure, or browse the collection online.

sales@theartfile.com www.theartfiletrade.com

Cherry Orchard Publishing

In a retail environment where quick decisions often drive sales, the humble blank card continues to prove its worth. Simple, versatile and visually appealing, scenic blanks are the kind of cards customers reach for when they want something thoughtful without needing a speciﬁc caption. Cherry Orchard Publishing’s newly launched Country & Coast range is designed with exactly that in mind.

This charming new collection features 15 beautifully illustrated scenic designs, celebrating the best of countryside and coastal life. From rolling lavender ﬁelds and sunﬂower meadows to picturesque harbours, winding village streets and peaceful coastal views, each card captures a moment of calm and natural beauty. The artwork is rich in colour and detail, making the designs stand out instantly on display, while still retaining the timeless appeal that scenic cards are known for.

Blank inside for maximum versatility, Country & Coast works across countless sending occasions. Customers can pick one up for birthdays, thank-you messages, quick notes, or simply to pop a friendly message in the post. That ﬂexibility is exactly what makes blank scenic cards such strong impulse purchases – they o er customers the freedom to send the card for whatever reason they choose.

For retailers, the range provides an easy addition to existing card displays. Scenic designs have always had a broad appeal, attracting customers who prefer traditional artwork as well as those looking for something relaxing and uplifting. The variety of landscapes within the range – including coastal scenes, rural views, charming villages and colourful countryside settings – ensures there is something to catch the eye of almost every customer browsing the rack.

The square format and soft palette give the collection a fresh yet classic look that sits comfortably alongside Cherry Orchard’s existing ranges, while still feeling distinctive in its own right. With 15 designs to choose from, retailers can create a strong visual block on display, encouraging customers to browse and pick up more than one.

At an RRP of £1.89, Country & Coast o ers both quality artwork and excellent value, making it an ideal grab-and-go purchase. Whether customers are drawn in by the calming countryside scenes or the inviting coastal views, this new range proves that sometimes the simplest cards are the easiest ones to sell.

01684 295500

info@cherryorchardpublishing.co.uk www.cherryorchardpublishing.co.uk

Zebra Pen

Perfect for both creative journalling and everyday writing tasks, the Sarasa R from Zebra Pen is a retractable pen that enables the user to experience writing like never before with deep, saturated colours and smooth gel ink.

Combined with its ultra-fine 0.4mm point size, which ensures clean, precise lines that are ideal for marking and notetaking in addition to illustrations and creative projects, the water-based dye ink delivers richer and more vibrant hues than traditional pigment-based inks. It is also quickdrying for a smudge-resistant finish.

The range features a variety of 14 vivid colours, including black, blue, red, green, pink, violet, orange, sky blue, fresh green, blue/black, magenta, red/ black, green/black and blue grey. With a unique expandable clip and stylish white barrel (the black ink model is also available in a matching black barrel), this pen blends premium functionality with a contemporary elegance. 020 8974 2202 | info@zebrapen.co.uk

Another Studio

Made from durable metal and printed on both sides, each bookmark can be used either way round, allowing the design to remain visible from different angles while marking the page securely.

The collection features bright, graphic designs that bring personality to everyday reading.

Designs include a playful Bookworm, a Pencil motif inspired by classic stationery, a decorative Bow, a cheerful Smiley Face, and an Autumn Leaf.

Presented on bold colour-block packaging, the bookmarks are compact and lightweight, making them suitable for gifting or sending in the post. Combining durability with characterful design, the collection offers a practical reading accessory with a distinctive visual touch. info@another-studio.com | www.another-studio.com

Buyer’s opinion

What’s a good seller by your till?

Quilling cards from Second Nature is a good seller, and we sell the frame for them to go in, so an added sale.

Have you ordered any new ranges from trade shows or agent visits, which you have high hopes for?

Our soft plush does really well with new ranges from Keel Toys. It’s a good quality, well-priced range.

Nish Kanabar, Ace Cards of Wetherby, West Yorkshire

What’s a good seller by your till?

Hype’s mini cards are definitely our most popular pick-up item; we get countless customers adding multiple cards on a whim. We have their 24-slot POS on the counter and it gets so much attention!

Have you ordered any new ranges from trade shows or agent visits, which you have high hopes for?

I’m really looking forward to getting in Ohh Deer’s new felt keyrings, Silly Beans, which we’ve preordered for later in the year. There is a big trend for keyrings and bag charms with kids and young adults right now, so I’m sure they’ll do really well! We’ve also just received the new mini range from Sanders De Roeper, which I know are going to fly out; they look great and I know our customers will love them!

Hannah Sharman, Earlybird Cards & Gifts, Stoke Newington, London

The Fold continues to bring joy, colour and a carnival of contemporary creativity to the world of cards and stationery. Discover our selection of brand new Notebooks, Christmas cards and Everyday cards for 2026 – all part of an exciting venture backed by a trusted name.