Feature

Thank you for being a friend

Kali Stileman

The past couple of years have made many people appreciate the people in their lives more than ever, and that is reflected in cards that focus on friendship and thoughtfulness

The Greeting Card Association’s Thinking of You Week, which encourages consumers to send cards to friends and family, runs from 19-25 September, something for retailers to bear in mind when ordering at the summer trade shows.

We spoke to card publishers about this sector, its increase in popularity, and what you can expect from it in the future.

It’s certainly a catgeory that has received plenty of interest from publishers, as Helen Dyson, director at Dyson Design, explains: “We’ve added cards to our existing ranges with friendship and thoughtful messages, and they are an integral part of our Petals collection. We think we’re helping people to express themselves beyond the confines of a traditional sympathy or get well card, not just to help friends and relatives through difficult times but to accentuate the positive aspects of friendships and relationships.’’

We’ve all been through some tough times recently, so the category is more relevant than ever, as Emma Young, MD at Paperlink, points out: “There has been a lot of negativity in the world, but our data paints a much more positive picture. There’s been a real increase in the number of non-occasion card sales. After a hard few years, people are looking for any excuse to show they care and to be supportive. It’s a fantastic thing and we’re happy to be a part of it. It’s a more positive and supportive culture post-Covid. As a society, there is much more awareness around mental health and the difference friendship and connection can make.

“Everyone seems to be making a real effort to reconnect and support each other, and nothing brightens up the day and says ‘I’m thinking of you’ quite like a well-chosen card. We’ve worked hard to design cards that resonate with this positivity, bringing bright, cheerful designs, and light-hearted humour to hit the right note, whatever the reason.’’

The pandemic prompted an increase in designs in this category for both Rachel Ellen Designs and Rosanna Rossi. Rachel Church at Rachel Ellen says: “Although we’d had card ranges featuring positive and uplifting captions for many years, the Covid pandemic created an environment where inspirational messages and those giving hope and a sense of connection and caring were much more necessary and at the forefront of people’s thinking. We now have a number of card ranges catering for this, as well as a crossover into our gifting and stationery ranges with products such as mindfulness and wellbeing journals.’’

Rosanna Rossi owner and designer Anna Nelson adds: “We have always found thinking of you and wellbeing popular card titles, but since the start of the pandemic these titles have increased in popularity. Each collection we release will include a number of sentimental titles that are devoted to positivity and thoughtful words.’’

And consumer attitude is really driving the change, as Helen Dyson points out: “People have become more willing to talk about their feelings as society has become less formal, and the isolation of the pandemic has accelerated that trend.’’

Emma Young at Paperlink adds: “Customer demand and sales data has a huge impact, but honestly it just feels the right thing to do; to help people connect via more traditional methods. Video calls, instant messaging... there’s more ways than ever to get in touch. But with the new technology, comes fatigue. People long for the simple, unexpected excitement of receiving a card from a loved one. It’s such a refreshing change of pace to see people making time to celebrate the little things in life.’’ Anna Nelson at Rosanna Rossi agrees: “With everything that’s going

“After a hard few years, people are looking for any excuse to show they care and to be supportive’

Emma Young, Managing Director, Paperlink

on in the world, it’s even more imperative to look after your mental health and wellbeing. Sending a heartfelt card to wish someone well or ‘a little ray of sunshine’ can make a huge difference to someone who’s going through a hard time.’’

So finally, what can we expect from this category in the future? Emma Young at Paperlink says: “It’s not about waiting for the big milestones any longer, but appreciating the here and now, those who matter most, and celebrating each and every moment.’’

Rachel Church thinks that recent events have left a lasting legacy: “Although Covid is still there, much has returned to normal in our everyday lives. But while other world events have taken the headlines, they’ve also reiterated that the need for unity, harmony, positivity and hope is more important now than ever. This is especially the case for children and young adults as it’s hard to say what long-term effects the past few years have had on them, and this is in part why we included uplifting messages and captions within our beautiful Moondance range at the start of the year.’’

The last word goes to Rosanna Rossi’s Anna Nelson: “I can only see this category growing and continuing its positive message.’’

The Art File

Wellbeing is a trend that The Art File’s designers have often been inspired to include in their ranges. The newest of these is Soulmates, launched in 2021. Designer Beth was inspired by spiritual wellbeing and mindfulness connecting mind, body, and soul. Finished with hot foils and embossed lines, these cards are simply striking.

Named aptly, another of The Art File’s collections celebrating wellbeing is called Tranquillity. This majestic collection was again inspired by mindfulness and mental wellbeing, but has both Indian and Japanese influences. The handpainted artwork has been designed specifically to instil peace and tranquillity, with deep, soothing colours and calming illustrations such as snoozing tigers and gentle elephants.

The long-running and popular card collection Balance was inspired primarily by the art movements of Bauhaus and Modernism. In such a busy world, this minimalist collection offers mindfulness, simplicity, and a space to breathe. The use of colour combines beautifully with textured hot foils and debossed lines to make this a unique collection of cards. 0115 850 7490 www.theartfile.com

Danilo

The pandemic, and especially during lockdowns, was a key time for reaching out to one another and offering support. This positive sentiment has continued, and Danilo has grown its Thinking of You and Friendship categories in line with this. For example, the official Bright Side range now features a range of positive caption cards including Thank You Muchly and Completely Totally Proud of You. 01992 702 900 sales@danilo.com | www.danilo.com

Dyson Designs

The pastel colours and gentle flower photography in Dyson Design’s Petals collection lend themselves perfectly to the theme of thoughtful friendship.

Alongside blank cards are messages such as Stay Sparkling, You Are Simply Wonderful, and Thank You For Being You.

“These particularly lovely close-ups of flowers are simply stunning,” says director Helen Dyson. “I have teamed the gentle soft-focus photography with understated typography to create a range of cards that I hope will be treasured.”

Dyson Design’s charming Simple Pleasures collection features nostalgic illustrations of children from 1930s annuals alongside feel-good messages such as With Love From Me To You and Just To Say I’m Thinking Of You. Two of the cards prompt the sender to write down their feelings by starting them off with the messages Thank You, and Just To Say… . 0116 285 5725 dysondesign.com

Paperlink

True friends may be hard to find, but cards to celebrate them shouldn’t be. We’ve all felt thankful for our friends over these past few years. Those that have stood by us through thick and thin, good and bad, deserve to be celebrated. It takes both sunshine and rain for the true beauty of friendship to flower, and Paperlink’s gorgeous new floral cards represent that in style… and well, if all else fails, and today it’s raining… perhaps it’s the perfect day to stay in with a good friend and an even better, a glass of wine! Find the new Paperlink designs and ranges at PG Live, Stand 201. 020 7582 8244 info@paperlink.co.uk www.paperlink.co.uk

Kali Stileman

Kali Stileman Publishing specialises in luxury design-led greetings cards and wrapping papers for children and the young at heart. The expansive card collection includes the perfect designs to let someone know you care. The designs range from best-selling floral motifs against muted colours to Kali’s trademark blocky collage effect on lovely linen weave textured board. The perfect card to send a paper hug in the post! info@kalistileman.co.uk 01305 848899 www.kalistileman.co.uk

UK Greetings

From get well wishes to healing vibes, the team at UK Greetings has made it easier to reach out to those we love. They’ve also made it easier to find a card your customers will love with a mix of fun, colourful designs and positive messages. 01924 230 4197 www.ukgreetings.co.uk