What a busy time of year this is for the greetings industry!
As we’ve been putting the finishing touches to this issue, the industry calendar has been in full swing. First came the London Stationery Show, swiftly followed by the announcement of the Stationery Awards winners – and then, hot on its heels, The Giftware Association announced its Gift of the Year Awards winners too.
Huge congratulations to everyone involved –whether you were shortlisted, made it through to the finals, or proudly took home a trophy. The creativity, innovation and passion on display across the industry continues to impress.
Next up, of course, is PG Live. Our Cover Star Danilo shares what’s going to be on display on its stand, including Angry Birds designs, to tie in with the upcoming movie. For our Show Preview, we caught up with exhibitors to hear why the show remains such an important and much-loved event
leader
– and don’t miss Jonathan Crosbey from Stripey Cats’ unforgettable googly eyes saga! We’re also o ering a sneak peek at some of the exciting new ranges that visitors will be able to discover in person at the show.
In our Shop Talk section, retailers from across the country share what they love most about PG Live and what they’re hoping to spot on the stands. One topic that continues to dominate conversations is rising costs but, true to form, retailers are facing these challenges with resilience, creativity, and determination. Customer experience, in particular, remains front and centre. As Maria Yousef of The Red Box in North Yorkshire explains: “Enhancing the in-store experience remains a big part of our plans.”
And she’s certainly not alone. A new report, Voice of Retail, produced by Spring & Autumn Fair and Faire, suggests that today’s successful high street businesses are being driven not by price wars, but by brand storytelling, memorable in-store experiences, and genuine community connection. It’s a fascinating shift – and one I’d love to hear more greeting retailers’ thoughts on.
It’s also an especially hectic time of year for anyone with children, teenagers, or young adults in education. Whether it’s SATs, exam season, prom or graduation celebrations, milestone moments are taking centre stage – and, as we explore in our School Milestones feature, demand for cards and keepsakes marking these occasions continues to grow. Suppliers are responding with an everexpanding selection of products celebrating everything from first days at school to graduation ceremonies, alongside heartfelt thank-yous for teachers and teaching assistants.
Our Diary of an Agent columnist Dave Langdon sums it up perfectly: “My wife, mother-in-law, auntie-in-law, sister, and mum are – or were – teachers, and I can say first-hand how much it means when they’re recognised. They are overworked and
Send your views and submissions for the magazine to naomi@lemapublishing.co.uk
underappreciated, so anything we can do as an industry to support them gets my vote.”
Elsewhere in this issue, we turn our attention to Cute Cards & Plush, which is another area enjoying growing demand. Sonya Haandrikman Sibbald of Carlisle retailer Celebrations, believes the popularity of cute cards is closely linked to the phenomenal rise of Jellycat-inspired aesthetics, noting that “customers are looking for that softer, sweeter style’’.
Meanwhile, Gary Hughes, head of design at Rainbow Designs, points to a broader cultural shift driving the category forward, highlighting increased nostalgia, emotional connection, and “the continuing rise of the kidult market’’ as key influences. It’s certainly a sector worth watching.
As ever, the Greetings Today team will be out and about at PG Live, so please do stop us for a chat and to say hello.
And if you’d like to contribute to the magazine – whether through a Retail Interview, Shop Talk or Trade Talk feature – I’d be delighted to hear from you. Drop me a line at naomi@lemapublishing.co.uk or connect with me on LinkedIn.
INTERACTIVE KEEPSAKE CARDS FULL OF CHARM
Gift of the Year winners revealed
The winners of Gift of the Year 2026, organised by The Giftware Association, were unveiled at a glittering ceremony at the Royal Lancaster London – The Gift Awards – alongside partner awards programme The Greats.
Gift of the Year honours outstanding products that capture the spirit of giving across today’s retail landscape. This year saw one of the strongest and most competitive entry pools to date, with hundreds of brands showcasing exceptional creativity and commercial appeal.
This year’s winners stood out for their exceptional design, originality, and retail-ready appeal, impressing an expert panel of buyers and retailers. Highlights from this year’s winners include:
• The Bouquet in a Book: Spring by David & Charles (Cards, Wrap & Stationery)
• Tiny Notes (A7 Notebooks) by Ohh Deer (Affordable Gifts)
• Fox Under the Moon – Sentiment Jeweller by Joe Davies (Branded & Licensed Gifts)
• Tales of Christmas Puzzle Advent Calendar by Gibsons Games (Festive & Occasions)
Chris Workman, PR & marketing manager at The Giftware Association, said:
‘’It’s fantastic to see both emerging brands making their mark and established names continuing to innovate. This year’s winners highlight the strength and diversity of our industry.”
Full list of winners at www.giftoftheyear.co.uk
Join Pride with the GCA
The Greeting Card Association (GCA) will return to Pride in London this July for the fourth year in a row – and you could join them.
The GCA has 50 spaces available in the parade on Saturday July 4 – and you could be one of 50 representatives handing out thousands of beautifully designed greeting cards along the parade route.
There are other ways to be involved, though, as this is an event funded by sponsorship, not GCA funds.
Publishers are invited to submit designs for this year’s cards, which will be handed out along the route.
LGBTQ+ cards designed last year are on sale for the first time via Ohh Deer, with 100% of proceeds funding the GCA’s Pride activities.
The GCA is looking for supply supporters including:
• A printer (to print all the greeting cards)
• A board supplier (for the cards to be printed on)
• Envelope supplier
• Packing partner (to nest the envelopes into the cards)
• T-shirt supplier and printer (approx. 50 T-shirts).
There’s also the option to purchase a variety of sponsorship packages – see details of these and how to apply to be in the march at: www.gca.cards/join-us-at-pride-in-london-2026
GCA CEO Amanda Fergusson said: “Joining the Pride Walk was such a joyful experience – a fantastic day full of positivity, inclusivity and community spirit. It was especially lovely to see people’s reactions to the beautiful Pride cards we handed out along the route.”
Report reveals what’s driving growth on high street
A new report launched by Spring & Autumn Fair and Faire, reveals that success on today’s high street is being driven not by price, but by brand storytelling, in-store experience and community connection.
The Voices of Retail report shows that while 71% of independents are stable or growing, those investing in brand, experience and customer connection, are significantly outperforming their peers. With 96% of consumers calling for more independent shops, and willing to spend up to £145 more per month on their local high street if the offer improves, the opportunity for retailers to drive future success has never been clearer.
The report reveals a clear divide in approach, between retailers adapting to changing conditions and those struggling to keep pace. Independents investing in brand storytelling are 19 percentage points more likely to report growth, while those enhancing their in-store experience and sourcing locally see a further 13-point uplift compared to those in decline.
The report also highlights significant regional variation, with areas such as Greater Manchester and West Yorkshire outperforming the national average, while others such as Essex face continued pressure, suggesting that local ecosystems, where retailer collaboration, events, place-making and local support come together, may be playing a role in driving growth.
Consumers are clear on what they want more of, from independent fashion, home and gifting stores to cafés, food and specialist retail, pointing to a high street shaped by experience and everyday destination visits.
But success on the high street isn’t down to retailers alone. The data shows that local factors and external support play a critical role. Free parking emerges as the single most powerful lever, cited by 38% of retailers as the top intervention to unlock growth.
The Voices of Retail Report is available to download at: www.springfair.com/voices-retail-report
Letterbox Love takes flight
Derbyshire-based gifting brand Letterbox Love has reached a significant milestone in its growth journey, securing an onboard retail listing with TUI Airways.
Founded by husband and wife team Kerry and Liam nearly six years ago, Letterbox Love has built a loyal customer base with its affordable, sentiment-led bracelet gifting concept. Each bracelet is presented on a 10x10cm card featuring an original poem written by founder Kerry; a point of difference that has helped the brand stand out in a competitive gifting market. For the partnership, Letterbox Love has created an exclusive Adventure Begins bracelet, designed specifically for onboard TUI flights and inspired by the spirit of travel, new beginnings and meaningful moments. Letterbox Love founder Kerry Bilson said: “Aviation, travel and tourism have always been a huge part of my life. Before starting Letterbox Love, I worked as cabin crew and later as a travel agent, so to now have the opportunity to collaborate with a leading name in the industry truly means more than words can say.’’
Ohh Deer Joe Davies
David & Charles
Stationery Awards winners revealed
Congratulations to the winners of the Stationery Awards 2026, which were revealed at the London International Stationery Show.
The retail winners are:
Best Independent Stationery Retailer – North
Fred Aldous, Manchester, Leeds & She eld
Best Independent Stationery Retailer – South
All Things Analogue, Eastbourne
Best Multiple Stationery Retailer
Ryman Group
Best Online Stationery Retailer
The Stationer
The product category winners include:
Novelty Stationery Product of the Year
The Unemployed Philosophers Guild Tinned Fish Sticky Notes – Turnaround Gifts
Art & Craft Product of the Year
Mini Matchbox Cross Stitch Kits – The Crafty Kit Company
Writing Instrument of the Year (Under £10)
EnerGel Kawaii Rollerball Japanese Onomatopoeia Series – Pentel
Writing Instrument of the Year (– £10-£25)
Kaweco PERKEO Iridescent Pearl – Studio Pens
Writing Instrument of the Year (Over £25)
Method Pen Artist Editions: Supermundane – Andhand
Children’s Stationery Product of the Year
Legami Get Lucky Ladybug Erasable Gel Pen – Stone Marketing
PUBLISHER FOCUS HOLY MACKEREL
Hobbies and sports in focus
Holy Mackerel is expanding its sport and hobby-themed collections in response to growing demand for cards that feel more personal and representative of modern lifestyles
FHome O ce Product of the Year
STABILO BOSS ORIGINAL NatureCOLORS Wildflowers Edition Highlighter Pack of 4 – STABILO International
Sustainable Stationery Product of the Year
The Wren – Write O – Tom’s Studio
Diary / Organiser of the Year
2-in-1 Daily Productivity Planner – AIM Studio
Licensed Stationery Product of the Year
EnerGel Moomin Rollerball Collection – Pentel
Notebook / Journal of the Year
Mother Earth Moor and Apricot Layflat Notebooks – Co eenotes
Filing, Storage or Organisational Product of the Year
Royal Horticultural Society Storage Boxes – West Design Products
rom emerging crazes such as padel and wild swimming to favourites such as rowing, rugby, golf and cycling, the publisher’s ranges celebrate the passions people love most.
Erica Sturla’s bestselling One Lump or Two range continues to grow with colourful polymer clay designs covering everything from boxing, climbing and football to angling, hockey and horse riding. Importantly, female versions feature throughout the range, reflecting the increasing visibility and popularity of women in sport.
Alongside Erica’s humour-led cards, Holy Mackerel’s black and white Alternative Image collection o ers a timeless sporting aesthetic, featuring activities including skiing, swimming, rowing and boxing.
As hobby-led sending continues to rise, Holy Mackerel is proving there is strong demand for cards that celebrate not just occasions, but the lifestyles and interests people genuinely connect with.
Holy Mackerel 01395 578571
sales@holy-mackerel.co.uk www.holy-mackerel.co.uk
Enjoying the ride!
Ten years in to running Kingfisher Cards, Paul Urban talks about the road he has travelled with the card publisher, and where it’s heading…
Walking the road.
The road goes ever on and on
Down from the door where it began
Now far ahead the road has gone And I must follow, if I can Pursuing it with eager feet Until it finds a larger way
Where many paths and errands meet And whither then? I cannot say.
JRR Tolkien
‘’Ten years ago, when I took over Kingfisher Cards, I had no plan, no ambitions, no targets, no agents and to be honest, not too much to o er,’’ says MD Paul Urban. ‘’The journey had started; the road was joined but I really had no idea where it was taking us. To be completely honest, I’m not really sure I do now.
‘’I’ve now realised that running Kingfisher Cards is like steering a supermarket trolley; you think you know where you’re heading but the trolley has other ideas.
‘’But it is fun, and having just turned 65, enjoying what I do seems more important then ever.
‘’So here we are now, a decade on, and if I had set targets, I doubt they would have been as ambitious as what has actually been achieved. A recognised brand, a huge range of captions and a loyal following of customers and a dedicated sta and agents who will always go the extra mile.’’
So what now? ‘’I’ve never been one for resting on
laurels, ‘’ Paul admits, ‘’so it’s back on the road to see where it leads next.’’ Next has already started. A new right-hand man in the form of James Mitchell is already paying dividends by leaving Paul with more time to look at the myriad of product options and actually do more forward planning.
‘’It’s about attention to detail really,’’ Paul muses. ‘’Up until James arrival I was doing e ectively everything there was to do in the o ce. Often seven days a week and those were 10-hour days. That didn’t leave me as much time to look at product or forward plan as I needed to.’’ Mind you, customers who email Paul late at night on a bank holiday weekend are often surprised by an immediate reply. Old habits die hard!
‘’I’ve now realised that running Kingfisher Cards is like steering a supermarket trolley; you think you know where you’re heading but the trolley has other ideas’’
‘’We recently held a meeting of all our sales agents at the fantastic facilities at Warwick University,’’ Paul tells us. ‘’It was a great meeting with very little input from me and lots from them. That’s what a good meeting should be. Listen hard, take notes, start planning.’’
From the hugely useful feedback, planning is starting already for next year. More bespoke printon-demand products from the recently acquired
Dog’s Paw brand, and quite possibly a new DTR only ‘Premium brand’ to run alongside the existing Kingfisher Cards brand.
In the more immediate future however, Kingfisher Cards returns to PG Live for the first time in a while after a three-year absence with a di erent vibe that shows o its flexibility when it comes to product ranges. ‘’No traditional product at this one,’’ Paul admits. “We’ll be showcasing our Art licensed ranges from artists such as Deborah Barker, Richard Partis, Penny Gaj, Sandi Mower and our extended Love Lilly range. Alongside this there will be the Davora range of special occasion cards, some of our gift o ering and the most popular of our smaller code Kingfisher range. We are also launching a lovely new range of open birthday cards called Picturesque, which we think is a real winner.’’
Although they won’t be on show at PG Live, the Kingfisher main brand continues to evolve with 24 new wedding and anniversary designs. These and Picturesque will both be available by mid-end of May. ‘’I love it. Then I hate it. Then I love it again,’’ Paul laughs. ‘’But that’s business!’’
spotlight
Got your number…
Holy Mackerel continues to innovate within its much-loved One Lump or Two range with a new collection of numbered anniversary cards by Erica Sturla. Renowned for her distinctive polymer clay characters and warm, playful humour, Erica brings fresh charm to celebrating life’s oftenoverlooked milestones.
The latest designs focus on later anniversaries, 31 to 34 years, offering something beyond the traditional landmark years. With thoughtful captions such as Time Flies, and Still Rolling, alongside a nod to the 33rd (amethyst) anniversary, the collection captures the joy, humour and longevity of modern relationships.
Take note
Cath Tate is bringing more than 30 new designs to this year’s PG Live across its greeting card and gift ranges, with plenty of newness for retailers to explore.
The key launch is a new product line: Simon Drew notebooks. Following the success of the Simon Drew greeting cards, first introduced at PG Live 2025, the publisher is now expanding the range into stationery. Five of Simon Drew’s bestselling card designs have been reworked into notebook format, giving the range even more shelf appeal.
The notebooks include 160 pages of 100gsm lined paper, are thread sewn and casebound, and finished with a matt laminated cover. They are proudly printed in the UK.
By extending into these less commonly represented milestones, Holy Mackerel is responding to growing demand for more specific and meaningful anniversary cards. The result is a range that encourages customers to celebrate every year – not just the big ones.
With strong shelf appeal, relatable messaging and Erica’s signature handcrafted style, these new additions bring a fresh, contemporary edge to anniversary sending.
Bare Cards has launched the Josephine Wall Collection, a new range of 24 trifold, self-sealing greeting cards featuring artwork by renowned British fantasy artist Josephine Wall.
The collection includes 21 triptych designs and three panoramic cards, bringing together detailed, collectable imagery in a striking format. Printed in the UK on 300gsm sustainable board, each card folds to 13 x 19cm and opens to 39 x 19cm.
At the core of the range is Bare Cards’ patented self-sealing design, removing the need for a separate envelope. Cards are written, folded, sealed and posted as a standard letter, reducing both paper waste and the need for cello-wrap.
Fully illustrated outer panels enhance shelf appeal and customer experience, while each design is created to be kept and displayed as art.
With more than 850 million cards bought annually in the UK, the collection reflects Bare Cards’ mission to reduce waste at scale while delivering a more sustainable, design-led alternative.
Bare Cards 07842197276
info@bare-cards.co.uk | www.bare-cards.co.uk
Get hooked!
This super-cute crochet kit, officially licensed from Hasbro, is perfect for crafters who are new to crocheting or are already skilled with a hook. All the materials needed are inside the box, along with easy, step-by-step instructions to help make a cuddly crochet toy. It’s snuggly and oh-so lovable –just right for playtime, bedtime, or as a special handmade gift. RRP £19.99.
David & Charles Publishing emilyf@davidandcharles.com www.davidandcharles.com
Designer launch
Founded in 2007 by designer Sophie Allport and her brother Jem, Sophie Allport Ltd is a British lifestyle brand based in Lincolnshire.
Renowned for its growing collection of homewares and accessories, the brand has partnered with the Swan Mill Group (incorporating Ling Design, GBCC and Penny Kennedy) to launch a new range of licensed products in greeting cards, gift packaging, stationery and gifts.
Ling Design will unveil a new collection of luxury greeting cards under the Sophie Allport licence. Each design features carefully applied foil detailing and Ling’s signature deep 3D emboss, bringing an elevated finish to the range.
The initial launch is open birthday cards, which will be showcased at PG Live (stand 228). The debut coincides with the release of Sophie Allport licensed stationery and gifts from Ling Design’s sister company, The Great British Card Company (GBCC).
The range of premium stationery includes beautiful notebooks, pens and pencil cases in Sophie Alport’s signature prints and will also be launched at PG Live.
Swan Mill Group
www.lingdesign.co.uk
www.greatbritishcards.co.uk
This kit includes everything you need to create one-of-akind bookmarks by stamping quotes from your favourite book, special dates or the name of a loved one.
With six colourful vegan leather bookmarks included, they make thoughtful and useful gifts for teachers, friends and family members and are certain to be cherished for years to come. With different shapes and colours to choose from, why not keep one for yourself?
Includes three wooden stamping tools, Three stamp sheets, letter guide and test swatch. All you need is a hammer!
Pikkii
0203 580 9874
trade@pikkii.com | www.pikkii.com
Birthday charm
Say hello to The Birthday Bunch, a new collection of children’s birthday cards designed to make little ones smile. This charming range features eight lovable animal characters, each sitting proudly with a birthday present in their paws, hooves, or claws – ready to celebrate in style.
Each design has spot UV and embossed details against a beautifully striped background, and is printed on 100% recycled board.
Stripey Cats
0786 6713826
hello@stripeycats.co.uk
www.stripeycats.co.uk
Angry Birds set to
Big brands, fresh new licences and plenty of stand-out designs – Danilo is bringing serious energy to Stand 513 at PG Live 2026
With the Angry Birds 3 movie arriving this December, it’s a launch perfectly timed for retailers looking ahead
Taking centre stage this year is Angry Birds, stepping into the spotlight as a new addition to the Danilo portfolio.
Bold, colourful and instantly recognisable, the range brings a real sense of fun – and will be brought to life with a special character appearance on the Tuesday, adding extra buzz to the stand.
With the Angry Birds 3 movie arriving this December, it’s a launch perfectly timed for retailers looking ahead.
The movie momentum continues across other key licences, too. New Minions designs will be showcased ahead of the Minions & Monsters movie landing in cinemas this July, while PAW Patrol is gearing up for its Dino-themed movie release in August – PAW Patrol: The Dino Movie –giving retailers strong opportunities to tap into big-screen demand.
On the rest of Danilo’s stand, there’s a noticeable shift towards nostalgia with a modern twist. Familiar favourites are making a comeback, but with a fresh, new feel. Where’s Wally?, Mog and Gilmore Girls all make their debut in the range, tapping into the growing appetite for brands that spark recognition and emotion. They’re joined by the witty humour of Ladybird Books for Grown Ups and the enduring appeal of Peanuts, creating a feel-good mix that works across generations.
land at PG Live 2026
For those looking for something more design-led, Danilo’s lifestyle collections continue to build momentum. Ranges such as Brightside, Bexy Boo, Kate Smith and Lucy Claire Illustrations bring together humour, heartfelt messaging and contemporary styling across a wide mix of occasions, adult age cards and open captions – ideal for everyday sending.
The younger market is just as lively, with a colourful mix of brands that blend familiarity with trend. KPop Demon Hunters brings a bold, graphic edge inspired by global pop culture, while names such as Hello Kitty and Friends, The World of Dinosaur Roar, Bluey, Super Mario, Squishmallows, Fortnite and Stranger Things: Tales from 85 ensure wide appeal across age groups.
Sport also plays its part, with updated football card designs spanning Premier League clubs and England ranges ahead of the World Cup – a dependable category that continues to deliver across occasions and gifting. With so much variety on offer – from new licences and nostalgic favourites to lifestyle ranges and football – Danilo’s Stand 513 is set to be full of ideas, energy and retail-ready inspiration.
The fresh launches you need on your radar and why June matters more than ever
L ovely Paper Stu expands its bestselling ‘Cool as Duck’ range with 20+ vibrant additions at PG Live. Merging cheeky humour with bold colours, Jo’s fresh, energetic designs o er a commercially strong, pun- lled collection that retailers will nd impossible to ignore
www.lovelypaperstu .com
Pink and Mint Design returns to PG Live with two striking col lections. e Goddess range blends tarot-inspired celestial magic with gold foiling, while Tiles and Mosaics celebrates botanical beauty. ese richly decorative, luxurious designs o er a mystical and immersive visual identity
www.pinkandmintdesign.co.uk
June is one of the most strategic moments in the greeting card calendar and one that’s o en underestimated.
With Progressive Greetings Live standing as the UK’s only trade show dedicated entirely to greeting cards, it naturally becomes a focal point for newness within the industry. But whether brands are exhibiting or not, this period presents a powerful opportunity to launch.
Sunshine Lane’s new A7 keepsake cards blend gi ing with positivity Designed by Emma Fox, each card features a wooden token rooted in selfcare and connection. Fresh from winning a Gi of the Year Award, the brand is gaining recognition for creating heartfelt, design-led products that o er retailers a tactile, resonant collection for everyday encouragement www.sunshinelane.co.uk
Sweary Card L ady shakes up the humour category with bold typography and unapologetic cheekiness. Alongside bestselling foiled collections like Disco Disco and Vintage Babes, the South Wales brand’s new bilingual range, Dwi’n Caru Cymru – I Love Wales, brings fresh attitude, energy, and commercial appeal to the modern greeting card market. www.swearycardlady.com
For retailers, this is when attention sharpens. Buyers are actively looking, reviewing, and reassessing their ranges, making it the ideal time to introduce fresh product that feels relevant, considered and commercially viable.
Meet Adriana at PG Live! She’s on hand both days to connect buyers with the must-have brands.
e brands feature d here represent more than just new product, they r e ect a new wave of publishers bringing fresh perspective, thoughtful design, and commercial awareness into the market at exactly the right time.
Kate Read brings her distinctive hand-painted collage style into greeting cards with a charming collection of birthday and new baby designs. Known internationally as an award-winning children’s author and illustrator, Kate combines playful animals, tactile textures and expressive lettering to create cards f ull of warmth, stor ytelling and character.
www.kateread.co.uk
Tipsy Vanilla’s new Cake Toppers collection delivers a playful take on birthday cards, combining hobbies with beautifully illustrated cakes. Featuring foiled candle ames and handdrawn charm, Julie Loydall’s range o ers a fresh, personal, and commercially versatile recipe for strong retail sales.
www.tipsyvanilla.co.uk
Urban Steppin is rede ning contemporary cards through vibrant illustration, cultural authenticity and meaningful representation. Founded by a young South London artist, the brand combines fashion-inspired artwork with diverse stor ytelling and modern urban energ y, creating bold, goldfoiled designs that connect with Gen-Z and millennial audiences.
www.urbansteppin.com
Award-winning illustrator Sarah Horne launches Sarah Horne Studio with a playful debut card collection inspire d by quirky woodland characters. Best known for illustrating the bestselling Charlie Changes Into A Chicken series, Sarah brings expressive linework, humour and stor ytelling into greeting cards that feels fresh, characterful and commercially strong.
www.sarahhorne.studio
Marco Looks relaunches his standout Showtime collection with elevated foiled nishes inspired by the glamour of live theatre. Drawing on Marc’s West End background, the range celebrates the excitement of performance through bold typography, theatrical references and rich colour palettes, creating cards full of personality, nostalgia and stage-worthy drama
marcolooks.faire.com
Rebranded from 5C Designs, Daisy & Bee launches a luxur y range rooted in the natural world. Featuring original photography and contemporar y art, the collection spans greeting cards, stationery, and gi ware. ese cohesive, high-quality designs help retailers create distinctive displays that celebrate wildlife, landscapes, and thoughtful creativity
www.daisyandbee.co.uk
PG Live and unleashed!
As the greetings industry prepares to descend on London for another edition of PG Live, exhibitors and visitors alike are looking forward to two packed days of creativity, conversation and connection at the Business Design Centre, London
For many, PG Live represents a key meeting point for the industry, where retailers, publishers, designers and distributors come together to discover new launches, spot emerging trends and strengthen valuable relationships.
For Anna Nelson, co owner and designer at Rosanna Rossi, the people are what make the show so special.
“Catching up with everyone from industry friends to UK and international partnerships – we really love seeing them all,” she says.
She is particularly excited to unveil the new Plush Print collection, launching exclusively at the show.
“Developed behind the scenes over recent months, the range is produced on a luxury soft board that pushes the creative boundaries of emboss to achieve a beautifully tactile, sculptural finish,” she explains.
Jonathan Crosby, founder of Stripey Cats, says the atmosphere at PG Live is unlike any other trade event in the calendar.
“We love the community feel, the buzz of the place and knowing that customers are there to see greeting cards… oh yeah, and being fed and watered!” he jokes.
Like many exhibitors, Jonathan has plenty of fond memories from previous shows, including one particularly memorable international buyer encounter during his very first PG Live appearance back in 2013.
“An Australian distributor picked one of my cards from the display and asked if the googly eyes were stuck on well,” he recalls. “I said yes, very well. Then, to my amazement they then proceeded to test by trying to remove the googly eye from the card! Luckily they were stuck on well enough for them to place an order – and I’m still with that distributor today!”
This year, Stripey Cats will be showcasing its
new embossed and spot UV Circus and Birthday Bunch ranges, while also bringing some added fun to the stand with a promotional spin-to-win o er, giving customers the chance to receive up to 20% o orders.
For Adriana Lovesy, founder of Greetings Lab and The Card Queen, PG Live continues to occupy a unique place within the industry landscape.
“PG Live is one of the few trade shows that genuinely feels like the heart of the greeting card industry,” she says.
“It’s creative, collaborative and relationship-driven.”
As someone who works closely with independent publishers, Adriana says one of the most rewarding aspects of the event is seeing smaller brands flourish.
“One of my favourite experiences has been watching brands I’ve mentored or supported secure major retail opportunities directly from connections made at the show,” she explains.
She also believes the show o ers retailers an invaluable opportunity to identify developing trends early.
“It’s one of the best places to spot emerging trends, whether that’s humour styles, print finishes, colour palettes or shifts in consumer sentiment,” she says.
Looking ahead to this year’s event, Adriana expects retailers to gravitate towards brands with strong storytelling, premium finishes and a clear emotional identity.
What: PG Live
When: Tues June 2 and Weds June 3
Where: Business Design Centre, London N1
Web: www.progressivegreetingslive.com
Anna Nelson, Rosanna Rossi
Jonathan Crosbey, Stripey Cats
Adriana Lovesey, Greetings Lab/The Card Queen
Paper engineering
Alljoy Design specialises in creating greeting cards that go beyond the ordinary. Combining thoughtful storytelling with clever paper engineering to deliver keepsake designs that truly stand out at retail.
Known for its award-winning collections, cards arrive flat and transform into intricate 3D scenes, o ering customers a memorable experience from the moment they are opened.
This year at PG Live, the Alljoy Design team is excited to present a curated selection of its bestselling ranges alongside new launches that continue to push the boundaries of interactive greeting cards.
Message in a Bottle – award-winning bestsellers
The award-winning Message in a Bottle collection remains at the heart of Alljoy’s o ering. Each design features a beautifully detailed miniature scene encased within a bottle silhouette, brought to life through layered paper engineering and delicate illustration. For PG Live, new additions to the range are being introduced, expanding the storytelling elements and o ering fresh designs for everyday occasions as well as key seasonal moments.
A Cup of Tea – a keepsake with a personal touch
The A Cup of Tea collection brings together elegance and innovation in a unique format. Each card opens into a beautifully constructed teacup scene, complete with intricate laser-cut details and subtle gold foil finishes.
The team is excited to introduce around 10 new designs to the collection this year, further expanding the range with fresh themes and colour palettes. These new additions will be showcased at PG Live, o ering retailers even more choice within this popular and distinctive format.
Little Moments – new for 2026
Launching at PG Live, Little Moments is a new collection designed to capture everyday joy in a compact and accessible format. Featuring a three-panel structure with layered die-cut elements, each card reveals a charming scene when opened – of colour, character, and playful detail. For those retailers already using Alljoy Design’s purpose-designed spinners, these new cards fit perfectly into them. Alljoy Design info@alljoydesign.com
M&G has artist ranges all wrapped up
M&G launches a range of greeting cards with artist Faye Bridgwater, a London gift range with illustrator Josie Shenoy, and new The Fold gift wrap on Stand 218
Ameeting and subsequent excited discussions at PG Live last year between artist Faye Bridgwater and M&G’s Ben Dorney, Stuart Harris and Eddie Clarke developed into plans for M&G to license Faye’s work for an exclusive range of greeting cards, now to be premiered at PG Live 2026.
Faye says: “Oh, what a joy it’s been working with Museums and Galleries on this collection. It feels like a completely natural fit, and I couldn’t think of a better home for my paintings to be given a new life as cards for everyone to enjoy. It’s been such a pleasure to select each piece together from my archive, choosing works that hold all the energy, colour and character of the originals.
‘‘Every card begins as an original painting in my studio, emerging through sweeping brushstrokes and layered, bold colour, inspired by wild florals and uplifting landscapes. I’m so thrilled with this collection, each one with its own personality, designed to be sent, kept, and displayed with love, bringing a small but lasting piece of fine art into everyday life.”
Faye Bridgwater is an award-winning artist renowned for her contemporary paintings that celebrate nature with a bold vividness. Her dynamic, expressive compositions capture the essence of the landscapes and florals that inspire her work. Her paintings, infused with movement, light and colour, o er viewers a joyful and evocative connection to the natural world.
There are 16 designs in the launch card range, printed on textured board and accompanied by crisp white branded envelopes. SRP £3.10
In addition to PG Live, on the other side of London in Chelsea, four of Faye’s original paintings will be on show at the Saatchi Gallery.
Josie Shenoy
London Gift range with illustrator
Josie Shenoy
Josie Shenoy is a celebrated awardwinning illustrator whose work transmutes painstakingly technically accurate architectural drawing into stunningly decorative and vibrant artistic works. Her stated ambition is to allow her British-Indian heritage to shine through in her use of intricate pattern and detail.
The art team at M&G has translated a decorative London map showcasing classic London landmarks by Josie on to a suite of gift products. Already launched as a
greeting card and gift wrap earlier this year, the new products, which will be premiered at PG Live, are a luxury A5 notebook, a magnetic notepad, playing cards, a giftboxed fine bone china mug, an insulated drinks bottle, a PLA travel mug, a corkbacked coaster set, and a tea towel set.
The Fold gift wraps
M&G’s The Fold brand, launched at PG Live last year, sees further range extensions at this year’s show. Following the introduction of Christmas designs and new Fold notebooks at Spring Fair in February, the sub-brand launches its first range of sheet gift wraps at PG Live.
The eight designs feature rework into repeat pattern format for some of the card range, including Daria Solak’s Dinosaurs and London Buses, as well as Sarah Wilson’s magic mushrooms and Carole Hillman’s cheerful Sun face.
Faye
Josie Shenoy
SHOW PREVIEW
Anna designed this poster, which inspired the CIAO! Range, for a new local co ee shop
Plush and playful
Rosanna Rossi introduces two new ranges at this year’s show…
Plush Print collection
As consumers increasingly seek meaningful connection away from constant screen time, there is a growing appreciation for things that can be truly held, felt and kept. The Plush Print collection responds beautifully to this shift, o ering a distinctive range that is not only soft to the touch but visually striking through its sculptural deep emboss relief.
The collection features feminine birthday and occasion titles, thoughtfully created as gift-able cards that o er a meaningful, sensory experience. Playful illustrations with a soft palette, each card invites customers to pick up and connect with the tactile qualities of the designs.
Developed in close collaboration with Rosanna Rossi’s printer, the Plush Print collection pushes the boundaries of emboss to achieve a soft yet defined sculptural depth that has become a signature Rosanna Rossi finish. This approach reflects Anna’s background as a textile designer, where she created hand-sculpted interior accessories for respected retailers and boutique hotels; a lasting influence on her instinct for texture and sculpted detail.
Printed on premium FSC certified board with a soft, luxurious texture, the collection pairs contemporary illustration with print craftsmanship. Stand
CIAO! collection
Sometimes new collections emerge in the most unexpected ways. CIAO! began during a personal creative project outside of Rosanna Rossi, when Anna was asked to help design the interior of her brother-in-law’s new neighbourhood co ee shop. Working alongside her sister, the brief was to create a warm, uplifting space that felt like a welcoming hug upon arrival.
As part of the process, Anna explored café-inspired artwork that would resonate with both the business and its customers. While designing a playful co ee plunger poster for the interior, a broader visual idea began to take shape. The simplicity and charm of the design naturally evolved into a collection of fun, light-hearted illustrations.
The CIAO! collection brings together playful motifs and bold, optimistic design, resulting in a range of general birthday and occasions cards that feels fresh, characterful and full of joy.
The Rosanna Rossi stand will also feature new additions to the existing Journey range.
From elegant
AFur and feathers to playful
Stand 200
Ts retailers prepare for the busiest gifting seasons of the year, Glick Gift Packaging is unveiling its Spring 2027 bag and wrap collections – a commercially focused launch designed to help stores maximise seasonal sales opportunities across Valentine’s Day, Mother’s Day, Easter and Father’s Day.
The Spring 2027 range introduces a fresh palette of uplifting colourways, contemporary prints and premium finishing details. From elegant florals and refined pastel tones for Mother’s Day and Easter, to playful graphics and bold statements for Valentine’s Day and Father’s Day, the collections are designed to help retailers build impactful seasonal displays with ease.
“With seasonal gifting continuing to play a key role
he Art File will be launching its Autumn/Winter 2026 collections at PG Live. With more than 100 new designs to choose from, including three new ranges and countless card extensions, there is so much to see within this vibrant collection.
Two notable new card collections include Songbird and Sunpatch Cats.
Songbird is a beautiful nature card collection created by talented artist Kate Heiss. Featuring lovely songbirds in their natural habitat, every card is finished with deboss and paired with a lovely ivory envelope.
Sunpatch Cats is the perfect card collection for cat lovers everywhere. Created by talented artist Susie Esse, this quirky collection is full of fun, tea and cats! Every card is printed on textured board and comes with a beautiful ivory envelope.
in retail performance, we wanted to create collections that deliver both visual impact and strong commercial potential,” said Ruth Hemingway, head of creative. “Our Spring 2027 launch has been designed to give retailers flexibility, standout shelf presence and trend-driven designs that resonate across multiple occasions.”
The Spring 2027 bag and wrap collections are available to preorder now, with deliveries commencing January 2027. Contact your Glick sales agent or the sales o ce to place your orders.
Other new collections include Little Wonders, a mesmerising landscape card collection featuring botanicals. Among these beautiful new collections, The Art File team is proud to o er more than 50 new designs for the occasions, and relations range. From new academic cards to new thank-you designs, this collection is full of thoughtful messages for the special occasions in life.
The Art File also continues to expand its bestselling collections in this launch. View new Louise Mulgrew designs and new Toby The Dog cards for the first time at the show. See all of The Art File’s 2026 Everyday card, stationery, gift and wrap collections at PG Live.
SHOW PREVIEW
Stand 307
Take note of newness
Another year of the ‘greatest greeting card show in the world’ is just around the corner, and Cath Tate is gearing up to bring plenty of newness to PG Live at Stand 307. Visitors can expect more than 30 new greeting cards and gifts, including fresh additions to popular ranges such as Twisted Lyrics, Life Is Rosie and Photocaptions. The award-winning Lost Plots collection is also expanding, with a selection of new designs, including a series of embossed age cards covering ages 30-60.
On the stationery side, Cath Tate is introducing several new launches. The Lost Plots range will see three new notebook designs, alongside the debut of a new Simon Drew notebook collection, featuring five of the artist’s bestselling designs.
Launch is unveiled
Stand 417
This summer, the Laura Darrington Design team is delighted to unveil its debut collection of gift bags and tissue paper – a carefully curated extension of the brand’s signature greeting card style.
The launch features nine beautifully designed gift bags across everyday and Christmas occasions, accompanied by three coordinating tissue paper designs. Created with the same attention to detail, premium finishes and design-led approach the brand is known for, the collection has been thoughtfully developed to o er retailers a cohesive and elevated gifting story.
Alongside the launch, Laura Darrington Design will also introduce 16 new designs within its new Keepsake collection – a modern nostalgia-inspired
range influenced by the growing cottage core trend. Combining soft styling, thoughtful detailing and timeless charm, the collection brings a fresh interpretation to classic sentimental design.
The company will also be unveiling its Spring Seasons 2027 launches, including new additions to its much-loved Fontfetti, Quiet Edit and Eden collections.
The team looks forward to showing customers old and new all of the exciting new products at PG Live and Home & Gift this summer.
Kingfisher flies back to show
Kingfisher Cards is heading back to PG Live in 2026 after a three-year absence.
‘’We had a good think about things,’’ says MD Paul Urban, ‘’and realised we needed to be taking only the product that is best suited for the PG Live audience. As a mainstream publisher we had previously tried to showcase a wide variety from our whole range but now, in hindsight, we see that was a mistake.’’
This year Kingfisher Cards will be showing Art ranges from Love Lilly, Sandi Mower, Richard Partis, Deborah Barker and Penny Gaj. Plus the Davora range of special occasions. Also on show will be the extremely popular Nova and Whimsey Way ranges, cards from Emma Lawrence designs, and a range of larger and multi signature cards, which are always popular in the London
area. Also on display will be a small selection of gifts that match some of these ranges.
One range Paul highlights is the new Picturesque range of square open birthday cards, which he says are ‘’gorgeous’’.
‘’I’d like to think retailers will come and give us a look,’’ Paul sums up. ‘’If they do I am sure there will be products of interest to them even though we are not thought of as traditionally strong in these areas.’’
OUR SPRING 2027 PACKAGES ARE NOW AVAILABLE TO ORDER THROUGH YOUR SALES AGENTS, OUR SALES OFFICE OR VISIT US ON STAND 317 AT PG LIVE!
SHOW PREVIEW
Packed with personality
PG Live will see lots of new designs launching from award-winning publisher Cinnamon Aitch.
The summertime loveliness will see 30 new additions to the gorgeous Primrose Hill Large range, which was launched in January. Building on the strength of the smaller format range, Primrose Hill, the larger-sized format has proved a winning formula. Beautifully handpainted illustrations are carefully embellished with little sparkly gems, flowers and hand-tied bows, all sitting comfortably on the more generous-sized card. Each card is 165mm square and continues to feature sensitive illustrations now covering ages, relations and more lovely birthdays and occasions; the larger format perfect for those extra special sends. Each card is supplied with a bespoke, quality envelope and supplied in a recyclable cello.
Skylark is another stunning range that sees 20 new designs added, bringing the range to a whopping 88. Popular with UK and overseas customers alike, this range continues to grow and has become a firm favourite with animal and nature lovers. Printed on beautiful, heavyweight board and C6 in size, new designs have been added featuring a sea otter, Highland cow, gira es, koala bears, more frogs and the ever-popular bumble bee! Carefully painted by hand, each animal is full of character. All designs are supplied with a custom-made spotty envelope and can be supplied naked if requested.
Humour has previously not formed a huge part of Cinnamon Aitch’s o ering but the Googly range has proved a great success. Simple, colourpopping imagery is combined with groan-able dad puns and fun word play. Each design is hand-finished with googly eyes which, when added to the cute, quirky characters, has proved a winning formula. PG Live will see 12 designs added to the now 66-strong range which, as ever, continues to be made in the UK as sustainably as possible, with love and laughter!
Another new range launched in January, Hu alumpa has had six new colourful designs added. This playful range, each design with die-cut edges, features quirky animals, which now include a gira e, pangolin and the everlovable, currently trending frog. Colour-popping and fun, this range is not to be missed!
For those who couldn’t quite face looking at the lovely new Christmas 2026 designs back in January, all Christmas newness in all its festive glory will also be on display at the show. There was so much positive feedback regarding the Christmas 2025 range, says the Cinnamon Aitch team, so this is a must-see!
All Cinnamon Aitch cards continue to be designed, hand-finished and printed entirely in the UK.
Diary of an agent
Dave Langdon takes a short break from agent’s duties to have some fun on his website, and goes above and beyond with a trip to the Isle of Wight
Does a sales agent need a website? Not sure. Does a sales agent need a video game on their website? Definitely not.
So, during the Easter holidays I built a secret video game on my website, purely for a bit of fun. And it ended up being a silly little thing for my customers and I to enjoy, beating each others’ high scores and sharing frustrations. Not a lot to do with greeting cards, but a healthy reminder that business can and should be fun sometimes. If you want to play it, double click/tap the logo in the top left of my website.
Anyhoo, Dave here, reporting from the East, although at the start of April I was briefly reporting from somewhere a little further south, after spending a couple of days on the Isle of Wight. Not on holiday, but on one of those brilliantly random projects that only happens because of Spring Fair and being an agent.
A garden centre chain had come to me with a problem; they needed a bespoke gift bag and roll wrap stand that didn’t quite fit with any of their existing suppliers. So my job as agent is to connect the buyer with suitable principles (Ohh Deer this time), design a bespoke stand together, load it into my Vauxhall Zafira Tourer, quick ferry, and instal the thing myself (with the help of my daughter / Easter holiday work experience – thank you Ada aka Moo Moo).
And that, for me, is one of the genuine perks of being an agent. We’re not desk-bound. If a random opportunity rolls in that doesn’t fit the usual eightweek call cycle, we’ve got the flexibility to say yes, take full responsibility, and see it through from problem to finished stand. With the added bonus of spending quality time with my daughter, and bringing a bottle of Isle of Wight gin home for my wife.
Anyway, I hope you all had a great Easter both for eating chocolate and sell-through of Easter cards and packs, and can now enjoy a few weeks before your seasonal card areas get dominated by Father’s Day. If anyone was looking for inspiration re gifting, Star Editions has a great range of football stadium artworks that can be produced on greeting cards and gifts such as coasters and mugs.
I’m not sure I’m the best person to speak about Education Milestone cards (one of the features in
this issue), as my long-suffering parents tried their best to support me through a laughable university attempt (not many people fail the first year twice; writing it here feels like an exorcism of sorts) or multiple secondary schools due to misadventure…
‘’So during the Easter holidays I built a secret video game on my website purely for a bit of fun’’
What I can say is Paper Salad takes it more seriously than I did, and released a fantastic range of education cards under its Sunshine range, which we’ve been pre-selling for a couple months ready for exam season. In a former role, I also covered the London territory selling Thank You Teacher bits and bobs, and couldn’t believe the volume of stock the capital gets through. So here’s hoping wherever your shop is has as healthy an appetite for teacher cards and gifts as the Big Smoke.
One final note on teachers. My wife, motherin-law, auntie-in-law, sister and mum are or were teachers, and I can say first-hand how much it means when they’re recognised. They are overworked and underappreciated, so anything we can do as an industry to support them gets my vote.
Finally cute cards (another feature in this mag. Brambly Hedge and Guess How Much I Love You (illustrators by Museums & Galleries) never fail to amaze me with their enduring popularity. Especially at Christmas time, the cute Advent cards sell-through was particularly impressive versus traditional designs.
Here’s wishing you all a great start to summer, see you on the road (or ferry).
Dave Langdon covers East Anglia for Museums & Galleries, Ohh Deer, Paper Salad, Global Journey Gifts, The Cambridge Confectionery Company, Mint, Peppermint Grove, Star Editions, David Fischhoff, Boxer Gifts.
Tel: 0780 363 1430
Email: dave@easalesltd.co.uk www.easalesltd.co.uk
Museums & Galleries
Having some fun on the work trip
Ada with the Ohh Deer spinner at Busy Bees Garden Centre, Ryde
A charming
Tucked away in the historic Lanes of Colchester, The Greats 2026 award-winner Bill & Bert’s has become something of a destination for shoppers seeking character, charm and an exceptional selection of greeting cards and gifts. We caught up with owner Bill Nettlefield to talk about the story behind the shop, changing customer habits, and the realities of running an independent retail business today
The name Bill & Bert’s is memorable, warm and instantly likeable – but it also carries a very personal story.
“Back in 2007, my wife got a Schnauzer puppy and she called him Bertie,” Bill explains. “We lost Bertie in 2016, so when it came to deciding on the name for the shop – not an easy task, as I’m sure every independent would agree – my daughter and my wife’s daughter both came up with Bill & Bert’s.”
The name stuck immediately.
“It’s now become such an easy, roll-o -the-tongue name for the shop that I’m so pleased we went with it. Calling the shop after my dog also means we are dog friendly – which customers absolutely love.”
Located in Colchester’s independent shopping quarter, Bill & Bert’s benefits from both local loyalty and a steady stream of visitors – and its popularity was confirmed in 2023 when it was runner-up in the UK’s Favourite Local Business competition.
“We’re based in the Lanes in Colchester, alongside many other independents,” says Bill. “It’s a great location – being in the older part of the city means we attract everyone, especially visitors.”
And with 4,500 square feet of retail space, there’s plenty to explore.
“As a large shop, we really do have something for everyone. Our customer base spans all ages. Men particularly love Bill & Bert’s – they get a great atmosphere, great service and a wide variety of goods.’’
Greeting cards remain a cornerstone of the business, with a carefully curated mix of well-known names and smaller suppliers.
“We stock a variety of ranges,” Bill says. “Rosie Made A Thing is one we’ve had from day one and it’s still one of our bestsellers. We also stock Museums & Galleries, Alex Clark, Bold & Bright and Ohh Deer.”
Recent buying decisions continue to reflect both instinct and experience.
“We’ve just brought Dandelion Stationery back into the range after reordering at Spring Fair. Two of my personal favourites are lil wabbit and Not At All Jack – both from smaller suppliers but incredibly popular with our customers.”
“Our top TikTok so far has over 2.7 million views – absolutely nuts!”
Like most greeting card retailers, Christmas dominates the calendar – but the build-up starts earlier than many might expect.
“Christmas is the number one season, and for us it starts kicking in from the end of September,” Bill explains.
Other occasions continue to perform strongly, with a clear frontrunner emerging.
“Valentine’s is very strong for both cards and gifts, but outside of Christmas our biggest occasion is Mother’s Day. Father’s Day is good – but mums definitely come first.”
destination
Not all of the usual seasonal events have held their ground, however.
“Halloween has definitely slowed down on the high street. Supermarkets do it so well and so cheaply that we’ve stepped back from making it a big focus.”
Despite being a large gift shop, cards have become an increasingly vital part of the business.
“We have far more cards than we ever thought we would,” Bill admits. “Sales are so important and keep growing all the time.”
In fact, a shift in the wider retail landscape has worked in their favour.
“We’re finding that the choice of quality cards in the city centre is shrinking. More and more customers are discovering us – and often buy a gift to go with the card they’ve just found.”
Bill & Bert’s has also built a lively and engaging presence online, particularly on social media platforms.
“Social media is now so important for getting the message out about new stock and attracting new customers,” Bill says. “Facebook and Instagram, along with TikTok, have become part and parcel of promoting the business.”
And the results speak for themselves.
“Our top TikTok so far has over 2.7 million views –absolutely nuts!”
Social media success aside, running an independent shop today is not without its pressures, and Bill is candid about the challenges facing the high street.
“I believe the biggest issue for any retailer is the ongoing financial pressure – rates, National Insurance, and rising costs,” he says. “We’ve seen a 400% increase in rates payable.”
Shoplifting is another major concern.
“It’s a huge issue that no one in a position of power seems to properly address. Until there are serious deterrents, it will just continue to grow. There’s very little protection for shop workers. Give the police the power to issue instant punishments as they would with speeding or double-yellow parking. I would suggest starting with one hour of community work for every £1 stolen. And all our city centre and towns have been allowed to become so dirty – get the shoplifters cleaning them.’’
Despite the challenges, Bill & Bert’s remains firmly rooted in its local community.
“We support several school fetes with raffle prize donations,” Bill shares. “I also sponsor my granddaughter’s under-9s football team.”
These connections help reinforce the shop’s place at the heart of Colchester life.
One of the defining features of Bill & Bert’s is its scale – and the service that comes with it.
“Where we stand out is our size, our selection and our staffing levels,” Bill explains. “We never have fewer than seven staff working daily.”
That investment ensures customers can fully enjoy what the shop offers.
“Being a big shop means we can carry huge selections, and our card and gift wrap ranges just keep growing.”
Of course, with such a broad offering, customer requests can sometimes be unexpected.
“We’ve actually been asked more than once if we sell pushchairs,” Bill laughs. “That’s probably because so many towns have lost their department stores – people assume we might have everything!”
‘’We’re finding that the choice of quality cards in the city centre is shrinking. More and more customers are discovering us’’
For those considering opening their own shop, Bill’s advice is grounded in experience.
“Research your location over and over again,” he stresses. “You don’t have to be bang on prime, but you need to be careful you’re not too far off.”
And when it comes to buying stock?
“Go with your gut as much as you can – but remember, you’re not just buying for yourself. You’re selling to a wide range of people with very different tastes.”
With its blend of personality, scale and thoughtful curation, Bill & Bert’s is a clear example of how independent retail can still thrive – especially when it’s built on passion, resilience and a genuine connection to customers.
CARDS & PLUSH
Sweet dreams
The appeal of cute cards and plush shows no sign of slowing down, with retailers and suppliers alike reporting strong sales, growing demand and an increasing appetite for comforting, character-led gifting
From nostalgic plush brands to sweetly illustrated greeting cards, consumers are continuing to seek out products that o er emotional connection, humour and a touch of joy. Across the sector, there is a clear sense that ‘cute’ has evolved beyond children’s gifting and become a key driver for all ages, particularly as the kidult trend continues to influence purchasing habits.
At Rainbow Designs, head of UK sales Gary Hughes says plush trends continue to centre around comfort, collectability and recognisable characters.
“Cute, comforting and highly giftable plush continues to perform strongly, particularly ranges that tap into nostalgia while appealing to a new generation,” he says. “Licensed characters remain a key driver, with heritage brands such as Winnie the Pooh, Peter Rabbit and Care Bears being reimagined with a softer, more contemporary aesthetic.”
He also points to the rising influence of positivity and wellbeing messaging within plush collections.
“There is a growing focus on positivity and emotional connection and, as we’ve all seen, a rise in the kidult category. Collections such as our Pembe the Pink Cat, incorporating a rmations and messages of kindness, self-expression and wellbeing, are proving strong performers.”
For retailers working with tighter floor space, Hughes believes simplicity is the answer.
“The key is to opt for the tried-and-tested lines and not be distracted with the new, or additional. Where space is a challenge, compact, versatile and gift-ready items work well. Smaller plush formats such as our new Pembe the Pink Cat and, Mr. Men and Little Miss 15cm soft toys and plush keychains o er an accessible price point while still delivering strong gifting and collectable appeal and easy add-on purchases alongside cards. Curated gift sets, such as baby comforter and soft toy combinations, are also a popular option as they provide a complete gifting solution in a single product. Focusing on recognisable licensed characters also helps maximise impact in a smaller display, as these
ranges are instantly appealing and require minimal explanation at point of sale.”
Independent retailers are also seeing strong customer demand for cute and character-led ranges.
Liz Kanabar, director and owner of Ace Cards in Wetherby, West Yorks, says established brands continue to perform well across both cards and plush: “IC&G Barley Bear and UKG’s Boofle continue to be great cute ranges of cards,” she says. “Keel Toys plush is an amazing range for us too, particularly the eco range. They’re eco-friendly and sit at a really good pick-up price.”
numbers now – we order in multiples and customers stand laughing at the display.”
On the plush side, newer launches are already creating some excitement.
“We’ve got the new creatures from Carte Blanche and these are selling fast despite the price point. The keyring versions are doing especially well.”
Meanwhile, Simone Richards, owner of Serenade, Rhiwbina/ Whitchurch, Cardi , highlights the enduring popularity of classic cute card ranges.
“UKG’s Boofle and Hallmark’s Elliot and Buttons ranges continue to be really good sellers for us,” she says.
There is also a growing focus on positivity and emotional connection and, as we’ve all seen, a rise in the kidult category
Gary Hughes, head of UK sales Rainbow Designs
Liz has steadily expanded her plush category in recent years, particularly focusing on a ordable impulse purchases under £10.
In Derbyshire, Carl Dunne, director of Dronfield Cards & Gifts, says humour and cuteness are proving to be a strong combination.
“Cute humour works brilliantly for us,” he says. “The Emotional Rescue Sketch range sells in huge
For Sonya Haandrikman Sibbald, director of Carlisle shop Celebrations, demand for cute cards has noticeably increased over the past few years.
“Carte Blanche is still a firm favourite when it comes to cute cards,” she says. “The Me to You brand is instantly distinctive and recognisable, making it an easy choice for customers. The same can be said about UKG’s Boofle range.”
She believes the continued popularity of plush brands such as Jellycat has had a wider influence on greeting card buying habits.
“We’ve definitely seen a rise in demand for cute cards, which could well be linked to the Jellycat phenomenon,” she explains. “Customers are looking for that softer, sweeter style.”
Sonya also notes that consumers are increasingly seeking cards that blend traditional design with cute illustration: “Cards featuring woodland animals or softer illustrated styles are absolutely flying o the shelves. Customers seem to love that mix of traditional and cute.”
Her plush category has expanded significantly too, she says, with brands such as Jellycat, Stei , Charlie Bears, Wrendale Designs and Rainbow Designs all performing strongly.
Cinnamon Aitch
Ornament Art
The Wheat Bag Company
Rainbow Designs
-www.rainbowdesigns.co.uk
-sales@rainbowdesigns.co.uk -01329 227300
Stepping into cute
Cherry Orchard Publishing‘s MD Jackie Collins explains the publisher’s thinking behind the launch of Willow & Co, and why launching a new cute range isn’t for the faint-hearted!
I’ll be honest – launching a new ‘cute’ range is not for the faint-hearted.
This is a category that’s been dominated for years by some seriously iconic brands. Forever Friends, Tatty Teddy… they’ve set the bar incredibly high, and rightly so. Customers don’t just buy into the look, they buy into the feeling – and that’s not easy to replicate.
So yes, we knew exactly what we were stepping into with Willow & Co.
So, what did we actually do?
We launched Willow & Co with 17 designs on our core code 75 – covering both female and male relations.
Nothing overcomplicated. Just a really clear focus on the following:
• strong captions;
• soft, appealing artwork;
• and making sure it worked commercially on the shelf.
At the end of the day, if it doesn’t sell, it doesn’t matter how nice it looks.
The aim wasn’t to reinvent ‘cute’ – it was to get it right. To create something that feels warm, relevant, and easy for customers to pick up and connect with straight away.
And the response?
Honestly, it’s been brilliant.
We’ve had a really strong reaction from customers –
not just in terms of initial orders, but repeat business, which is always the real test. It’s one thing to get listed, it’s another to keep selling through.
What’s been particularly pleasing is that the whole range is working – both female and male relations –which isn’t always a given.
The feedback we’re getting is pretty consistent:
• it feels soft and comforting;
• the captions are easy and relatable;
• and it sits really nicely in-store.
Which is exactly what you want from a range such as this.
The aim wasn’t to reinvent ‘cute’ – it was to get it right
Why do I think it’s landing?
If I’m honest, I think it really comes down to keeping things simple.
We didn’t try to overdesign it or overthink it. We focused on:
• clear sentiment;
• a soft, modern look;
• and making sure it had everyday usability.
(and why it’s working)
There’s a lot of noise in the ‘cute’ space, and not everything needs to shout. Sometimes it’s about getting the basics right and letting the product do the work.
And I do think there’s a bit of a lesson in that for the category as a whole – bigger isn’t always better, and launching at scale doesn’t guarantee success. What matters is whether it actually connects with the end customer.
There’s a lot of noise in the ‘cute’ space, and not everything needs to shout
Willow & Co… and the ‘& Co’
A few people have already picked up on the name Willow & Co – and yes, that’s very intentional. From the start, this was never meant to be just a single character. We’ve always had plans to build a little world around it.
There will absolutely be some very cute little friends joining Willow – it’s already in the thinking – and that gives us a lot of scope to grow the range in a really natural way. So definitely one to watch. Where next?
For us, this is just the beginning. Willow & Co has come out of the blocks really well, which is always encouraging, but we’re not rushing
anything. We’ll build it properly, based on what’s working, and keep it grounded in what customers are actually buying.
At the end of the day, this is still a commercial category. It has to perform.
Final thoughts
Stepping into ‘cute’ was always going to be a challenge, but it’s one we felt ready for.
Willow & Co feels like a really strong addition to our range – it’s got warmth, it’s got personality, and most importantly, it’s selling.
Rainbow Designs o ers a wonderful range of licensed character soft toys and gifts that pair beautifully with a greeting card to celebrate everyday moments and special occasions.
A thoughtful and highly giftable range designed to bring a little happiness to everyday life, the adorable Pembe the Pink Cat collectible plush range is perfect for tweens and young adults. Designed to celebrate joy, kindness and selfexpression, the collection features six 15cm soft toys and six plush keychains, each paired with a positive a rmation such as ‘Be You’, ‘I Miss U’ and ‘Hug!’, alongside two super-soft 23cm Pembe plush toys.
Perfect for celebrating a new arrival or as a baby shower gift, the new Care Bears Baby collection is rooted in the timeless values of love, kindness and friendship. The super cute range reimagines the beloved ‘80s characters for a new generation. Baby-soft, lovable versions of Cheer Bear, Funshine Bear and Bedtime Bear feature in a delightful assortment of comforters, ring rattles and My First Care Bear soft toys.
The beautifully curated Winnie the Pooh 100 collection marks 100 years of the beloved character. Designed to nurture infant play and sensory exploration, the range includes a commemorative Winnie the Pooh plush, alongside an adorable Infant Gift Set that features a super-soft Winnie the Pooh cuddly toy, an illustrated comforter and an engaging ring rattle.
The exquisite Peter Rabbit Signature Collection is a beautiful range of forever toys, that make thoughtful gifts for newborns and babies. This charming collection includes soft toys, comforters and ring rattles, and features two of the most traditional and much-loved children’s literary characters. Popular gifting lines include the Signature Peter Rabbit and Flopsy Bunny Blanket Gift Sets, which include a baby soft plush toy and knitted blanket, featuring a white bunny silhouette with a cute bobble tail, all beautifully packaged in an illustrated keepsake box.
Rainbow’s popular collection of adorable Guess How Much I Love You soft toys and gifts includes the large Nutbrown Hare soft toy, sporting the message ‘I Love You’ on his tummy, making a heartfelt gift for all ages and occasions. While the super soft and cute Nutbrown Hare Soft Toy and Milestone Cards and Soft Toy and Muslin Gift Sets make a beautiful baby shower present or to celebrate a new arrival.
01329 227300 | www.rainbowdesigns.co.uk
The Art File
The Art File team is thrilled to o er a collection of five Bear Plush toys in two sizes. This super soft and huggable plush toy is beautifully unique and has sustainability in mind. Every Bear is produced from 100% post-consumer recycled PET plastic bottles (both the outer fabric and inner stu ng), and comes with an embroidered colourful logo, stitched into one foot, giving it a touch of charm. Choose between five adorable designs across two sizes. These plush toys are adorable, fun and perfect for gifting.
See them at Stand 200, PG Live. 0115 850 7490
sales@theartfile.com www.theartfiletrade.com
www.greetingstoday.co.uk
The Wheat BagCompany
Beddy Buddies are soft, comforting characters filled with an inner pouch of English flaxseed, designed to be gently heated in the microwave for soothing, even warmth.
Since launching Beddy Buddies earlier this year, the response has been incredible. They are quickly becoming a customer favourite, with many existing stockists adding them to their shelves, alongside a host of new retailers that the company connected with at trade shows this year.
Currently available in eight charming designs, Beddy Buddies are created to deliver both comfort and warmth. Each one features a Velcro opening and a removable pouch filled with English-grade flaxseed, which can be heated in the microwave for up to one minute. The result is a soft, warm companion – perfect for easing into a restful night’s sleep and enhancing bedtime routines.
The Wheat Bag Company team is delighted to share that Beddy Buddies were shortlisted for Gift of the Year and were selected as finalists in the second round of judging.
Looking ahead, they’re excited to introduce new designs later this year. 01747 840 500 sales@thewheatbagcompany.co.uk www.thewheatbagcompany.co.uk
Rosanna Rossi
Rosanna Rossi has a sweet selection of cute designs across its collections. The mini Small Wonders range includes soft, simple illustrations such as two endearing coffee cups, while the Sunny Side collection celebrates playful charm with fun food characters, expressive faces and light-hearted sentiments.
New for Spring/Summer is a collection created specifically to explore the theme of cute and plush. The range features playful illustrations of party candles, balloons and a cupcake with the sweetest smiley faces. The premium board and rounded sculptural detail work together to create visually striking and tactile cards.
infor@rosanna-rossi.co.uk www.rosanna-rossi.co.uk
Cinnamon Aitch
The Cinnamon Aitch team love a cute card – be it a gorgeous illustration of a hedgehog lifted to the sky by a celebratory balloon or a fun graphic, die-cut jellyfish ‘Huffalumpa’ style – they have it covered. The colour-popping Googly range also features the cutest, on-trend characters, each with drawn smiley faces and hand-finished with jiggly, googly eyes. Whoever thought a piece of pasta could be cute!
Over its 30-plus years of trading, Cinnamon Aitch has not only become synonymous with contemporary design but also with cute illustrations, having even won a prestigious Henry award for the category. It’s important that the company designs cards that not only look beautiful and are made to a fantastic quality here in the UK, but if a card can prompt an emotional ‘ooohh’ or an ‘ahhh’ from a customer then it’s a win!
Animals are great for this. Another range that resonates with people’s ‘cute’ spot is the Skylark range, which sees 20 new designs added this June. Sea otters, giraffes and the increasingly popular frog are among the newbies all with their cute rating off the scale. Look out for new additions to the Googly and Huffalumpa ranges, too.
0121 773 6833
hello@cinnamonaitch.co.uk
www.cinnamonaitch.co.uk
ARTIST FOCUS SARAH CAMPBELL/M&G
Vibrant, modern and free
Leading textile designer Sarah Campbell’s ‘joyful’ work brings a refresh to her greeting card,
stationery, gift packaging and gift ranges for Museums & Galleries
Sarah Campbell has worked for five decades as a textile designer, for many years in partnership with her sister, and today at the age of 80 is still exploring techniques and commercial projects.
Producing new designs for her greeting card range for Museums & Galleries, she revels in the spontaneity and freedom of digital painting, and the finished works sit marvellously with the archival designs M&G has selected for the range. Now grown to 21 designs, the card range exemplifies her vibrant, modern and free aesthetic, focusing on Sarah’s interpretation of motifs from birds and animals to florals and whimsical subjects.
For almost half a century, Sarah Campbell has been one of the UK’s leading textile designers. As a major retrospective of her career opens at London’s Fashion + Textile Museum, Museums & Galleries, her long-time licensing parter, has unveiled new branding and products for her greeting card, stationery, gift packaging and gift ranges, all released to the market this spring.
Celebrating her 80th birthday this year, the designer still delights in exploring new techniques, and like David Hockney has embraced digital painting, with some of her new designs becoming bestsellers in M&G’s card range. In a visit to her design archive last year, M&G sourced a vintage Moroccan Print pattern that Sarah originally designed for Liberty in the 1970s, which now appears on new-season notebooks, gift wrap, tissue, and gift bags.
Regarding the rebrand for M&G’s Sarah Campbell range, Ben Dorney, M&G’s creative director, says: “Sarah Campbell’s joyful work is, in her own words, all about colour. We felt we could better channel her distinctive style by simplifying, and introducing more colour into, her long-standing brand look. The aim was also to make it more contemporary to actually keep pace with her artworks – which are remarkably fresh and ontrend! Sarah was really open and supportive through this process and the result is a bold but immediately recognisable refresh.
“Her unique signature remains in place, now set against a colour referenced from each artwork itself. This has injected a more contemporary feel to the packaging and also allows each print to grow as a colour-coded ‘mini-collection’ in her wider range. We’re
thrilled with it, and Sarah was also really pleased with the result.”
Sarah Campbell is an internationally acclaimed textile designer who, together with her late sister Susan Collier, founded and ran a groundbreaking and renowned design partnership, creating iconic motifs for some of the industry’s greatest names for more than 50 years. Verve, love of pattern and colour, and inventive freshness are the hallmarks of all Sarah Campbell’s work. Whatever the project, she uniquely combines her expertise and experience with originality and joy, both serious and playful.
“Sarah Campbell’s joyful work is, in her own words, all about colour. We felt we could better channel her distinctive style by simplifying, and introducing more colour into, her long-standing brand look’’
Ben Dorney, creative director, M&G
With a lifetime in pattern she is constantly developing her skills and design language, marrying the hand-painted, for which she’s justly known, with new digital technology where needed. Since 2011 Sarah has worked on her own – making, teaching, writing, and continuing to paint designs on cloth and paper both for commercial production and to special commission. She is the author of HandPainted Textiles (Herbert Press), monographs The Art of Pattern and Dailies, and co-author, with Emma Shackleton, of The Collier Campbell Archive, Fifty Years of Passion in Pattern.
Presenting a diverse range of material from the Collier Campbell Archive, the Fashion + Textile Museum’s retrospective, entitled ‘Paint! Pattern! Print!’ invites us into the exuberant world of pioneering designer partnership of sisters Susan Collier and Sarah Campbell. Revealing their creative journey from the first strokes of the paintbrush to the finished
artworks and translation from design to textiles, fashion and homeware.
The sisters worked alongside each other for over 50 years, creating vibrant painterly patterns that transformed printed fabric and the world of interiors. Their highly successful and prolific partnership as Collier Campbell brought British design to global audiences collaborating with brands such as Liberty, Heals and Jaeger.
Experimental and innovative from the start, the sisters became pioneers, taking control of the whole process from raw to finished printed cloth as designer converters. As a result, they were able to retain the rights to their own designs as well as develop their own colours and control the quality of both the cloth and the printing. For two women to enter the world of manufacture, approaching companies and making deals was groundbreaking. It was also a bold move at a time when Britain was facing a recession.
Today, Sarah Campbell continues this process in her independent creative journey, inspired as always by her passion for painting, pattern and print.
Paint! Pattern! Print! Is at the Fashion + Textile Museum from 27 March 2026 - 13 September 2026.
Diary of a card shop
We have finally finished our refit, of the back of our store anyway. It looks amazing, and we are so pleased with the finished result. Everything has a place, the whole space has been opened up by lowering the tiers of the floor-standing card racks and having bespoke units to house our gift dressings, alongside our balloon wall and gifting bays. It was certainly worth being closed for three weeks.
We have also changed to a stock control system with UK Greetings, and we have included IC&G, Paper Rose and Ling Design – they are by far our bestselling boxed Christmas cards, and the single cards are extremely popular with our customers, so we though why not add them to our everyday o ering? The quality and designs are just perfect, and our customers love them.
We personally feel there has been an increase in card sales, (we haven’t seen a downturn in sales anyway) and Valentine’s was up by 7%, which is fantastic. Yay! We sourced some quirky giftware from Something Di erent Wholesale, and expanded on plush and socks from Wrendale Designs, with added sweets and chocolate from Bon Bons and House of Sarunds – we were full to the brim with new products!
With our 2026 diary filling up fast with trade shows and family commitments, we are already planning our Christmas displays – we have three children and two grandchildren, and working six days a week doesn’t leave us much free time so we try to plan ahead!
Our town has been awarded more than £15 million from the ‘levelling up’ scheme and we are due to have a full refurb of our high street AND the side street where we are located from May onwards. With the works estimated to last 18 months we are relying on our community to support us through that time as there will be a lot of distruption and we will lose some parking while works are ongoing.
Kirsty Brookes, owner of The Guisborough Bookshop, North Yorkshire, is enjoying the new-look store, after the first part of its refit, and
planning ahead for works in the town that could reduce footfall
We are having to really strip back our suppliers and be absolutely 100% sure that our summer o ering is exactly what our customers want. Naturally footfall will be down due to the replacement of roads and walkways through the whole high street and adjacent streets so we need to make sure we give our customers a reason to want to visit.
We are also hoping to have the book side of our store refitted too, alongside the works in the town. Fingers crossed it all goes to plan.
‘’Footfall
will be down due to the replacement of roads and walkways through the whole high street and adjacent streets so we need to make sure we give our customers a reason to want to visit’’
We get many visitors to our town during school holidays as we are in between the North Yorkshire Moors and the Northeast coast, so Easter is always a busy period for us. Card sales were a little dissappointing as I felt we had more stock remaining than in previous years but then we ordered a little more as we didn’t have enough last year. It is very hard to try predict how seasonal items will be received as we all have di erent tastes, but non-card items literally flew out of the door.
Easter book sales were up but our bestselling product by a llooonnnggg mile was Jellycat Customers were favouring the cute, cuddly and joyous plush as well as books and shop gift vouchers over chocolate and sweets, and I don’t blame them!
At present, we are still settling in to our new environment, our refit has been essential in ensuring we stay a destination store. It has created lots of interest and completely changed the whole atmosphere within. Everything that could go wrong, went wrong but we managed to get finished on time!
Kirsty with husband Lloyd
SHOP TALK
Greetings Today catches up with retailers to find out how Easter panned out, their plans for PG Live, summer events, and looking ahead to goals for their businesses as we head through 2026. Want to get involved in the next issue? Email naomi@lemapublishing.co.uk
Liz Kanabar Director/owner
Ace Cards
Wetherby, West Yorks
How were Easter sales for you? What brands sold well?
Easter was good. We do particularly well with religious Easter and relative Easter cards. Ling Design/The Great British Card Company card packs are always good sellers. Noel Tatt’s Earlybird range also did well.
‘’Costs have increased for small businesses, but retaining quality and service continues to keep our customers returning’’
Do you have any plans for special events/ o ers etc over the summer to help keep footfall up?
No, we trade predominantly on our reputation for customer service and quality.
What’s next for your business? Any plans? Simply to continue to serve our community providing great quality, a fantastic range of cards and excellent customer service.
Any other issues you wish to highlight? There is no doubt that costs have increased for small businesses, but we have found that retaining quality and service while trying new ranges (we always try new ranges from our suppliers) continues to keep our customers returning.
How were Easter sales for you? What brands sold well?
Easter card sales weren’t amazing, I’m not going to lie, so I’m glad I didn’t order too many. We’ve had better years but it wasn’t bad – don’t get me wrong. I’d say individual Easter cards sold better for us than packs. We did well with Great British Card Company as it always has religious cards by Medici. Also Ling Design, Woodmansterne, Second Nature’s charity packs, IC&G’s specific captions and more. Welsh language Easter cards and religious Easter cards are always good sellers for us. Sadly people are cutting down on how many cards they’re posting due to yet more increases in stamp prices and reduced service from Royal Mail. Although the stamps didn’t go up until after Easter, it was still at the forefront of customers’ minds.
Will you be attending PG Live? What will you be looking for?
Yes myself and my husband are going to PG Live in June and I’m really looking forward to it. We’ve booked our train tickets from Cardi and a hotel. The exhibition is close to my husband’s birthday so we are combining business and pleasure by spending some time in London. I went on my own last year for the first time and really enjoyed the day networking and ordering from di erent and new publishers I discovered there. As a Retas winner last year I expect we will receive a voucher to spend, which is amazing, and enjoy sipping celebratory fizz with the other winners and this year’s finalists. It really is a must for greeting card retailers as it’s a great event.
We’ll be looking for cards that are di erent from those we already stock and have a uniqueness about them in terms of design, quality, texture, shape and embellishments. I don’t like boring lazy designs churned out by a computer! Humour cards are on my list to look at but nothing too rude or o ensive!
We’ll also be searching for smaller, UK-based publishers who value sustainability but fit in well with our customer preferences and complement our existing ranges. There are too many stands to mention but hopefully we can get round them all!
Do you have any plans for special events/o ers etc over the summer to help keep footfall up?
No we don’t particularly feel we need to have any special o ers or events at this stage – we aim to keep up the great work of stocking an excellent variety of quality cards and o ering wonderful customer service. The summer months are a time to emphasise what a great selection of wedding and anniversary cards we sell as well as cards for academic occasions such as graduation and thanking teachers. We do like to support and sponsor local community summer events such as the Lisvane Village Festival, which occurs in June. This is really rewarding and a great way to keep Daisy Daisy’s name out there.
What’s next for your business? Any plans?
We have some maintenance plans we’d like to achieve over the coming months. For example, our large shop front window faces the sun all day long and the shop gets extremely hot in the summer. The stock displayed in the window often fades and ends up having to be disposed of. We’d therefore like to get a canopy fitted with our logo on it to create some shade and cool down the shop. We also need to desperately give our small stock room and sta area at the back of the shop some TLC. We had the shop front area refurbished in 2024 so that looks great, but we couldnt a ord to do the back rooms at the same time. Hopefully soon we can give it a lick of paint and fit new flooring, plus a new kitchen and toilet area.
Janet Ross-Jordan
Owner and illustrator
Cards and Gift Wrap Isle of Lewis
How was Easter for you?
Easter was definitely brighter this year – I sold more Easter cards than usual, both those clearly marked for Easter and the broader spring designs featuring da odils and fresh blooms. My Gaelic Spring Hope da odil card was a standout; it’s always encouraging to see more people choosing to send Gaelic cards. That’s one of the reasons I started designing them – to help make Gaelic visible and useful in everyday life, not just spoken but shared through something beautiful and practical like a greeting card.
Sonya Haandrikman Sibbald
Director Celebrations
Carlisle
How were Easter sales for you? What brands sold well?
Will you be going to PG Live?
Will you be going to PG Live?
I won’t be at PG Live this year, but here in the Outer Hebrides the tourist season is already under way, with the first cruise ships docking in Stornoway. I’ll be busy at local fairs in the town hall instead. As I write, the ferries are temporarily grounded – island life keeps us on our toes – but we’re looking forward to welcoming thousands of visitors who always bring such lovely stories and genuine enthusiasm for the islands.
‘’Sheep and pu ns always do well, and thanks to recent chat about the guga hunt, even gannets have become sought-after subjects for cards and souvenirs’’
What’s selling well?
Wrendale Designs plushies continue to be popular, especially anything Highland cow! Last year they were my strongest sellers, and I’m curious to see if that trend continues. Sheep and pu ns always do well, and thanks to recent chat about the Guga Hunt [a centuries-old, licensed tradition where 10 men spend two weeks in August on the remote Sula Sgeir island harvesting young gannets, known as guga], even gannets have become sought-after subjects for cards and souvenirs. I’m also thrilled to be the first to stock Pop Up Designs’ new Lewis Chessmen postcard – such an iconic piece of local heritage, and I can’t wait to see it flying o my table with both locals and tourists alike! I’m super-excited about it – I can’t believe I hadn’t thought of it sooner! [The Lewis Chessmen are 11 medieval chess pieces that were part of a large hoard buried on the Isle of Lewis.]
Chris Beards
Owner Mantons Cards
Port Erin Isle of Man
How were Easter sales for you? What brands sold well?
We had an excellent Easter, selling out of most of our cards and gifts. Our customers really appreciated our wide selection including cards for Niece and Nephew etc, mostly from IC&G. Gift-wise we sold more Easter-specific gifts this year, mostly to our regular customers rather than tourists.
‘’We had an excellent Easter selling out of most of our cards and gifts’’
Do you have any plans for special events/o ers etc over the summer to help keep footfall up?
We don’t run special o ers or promotions for the summer, but we are always looking to improve our selection and are always looking for new stockists and ranges. What’s next for your business? Any plans?
We don’t have any major plans for the business but our new shop front was finally completed just before Easter and we have had fantastic feedback from our customers, suppliers and other local businesses.
Easter was good for us. We find that putting the stock out early, particularly the cards, works very well. At one point we had Valentine’s, Mother’s Day and Easter cards out on the shop floor and customers received this really positively, purchasing multiple units. We did get a few comments from some moaning minnies commenting: ‘’Oh no! Easter already, it’s only February!’’, but aside from a couple of grumps it was all good. Our strategy is not to give the customer the opportunity to purchase their cards elsewhere so we like to be early with our seasonal o erings. We appreciate that we are very lucky to have a large store where we can o er this to our customers. There was a wide range of publishers selling well this Easter. Generally we do well at Easter with more traditional ranges, however, some of the more contemporary and handmade publishers such as Belly Button Designs and Five Dollar Shake also sold well. The Easter relations are always in demand but there aren’t a great deal of publishers that sell them and we would love to be able to o er a wider selection for our customers. UK Greetings does well in this area and are always our top sellers. Gift bags from Glick were a real winner; they have some beautiful products and we sold out so I must make a note to order more next year!
‘’Our strategy is not to give the customer the opportunity to purchase their cards elsewhere, so we like to be early with our seasonal o erings’’
Will you be attending PG Live? What will you be looking for?
We will definitely be attending PG Live, we go every year. We will be on the lookout for anything exciting and new as well as catching up with existing suppliers. PG Live is always such a fun show and we find it is an ideal time to catch up with friends in the industry as well as meeting lots of new people. It is also really inspiring to visit the Springboard section to see some of the smaller companies and artists who we may not have had an opportunity to see elsewhere. We were very fortunate to win a Retas award last year so we will have a golden ticket to spend! These vouchers as well as the Cardgains vouchers are a really good idea, and when we have had them in the past we have tended to use them on a range or publisher that we haven’t had before to trial it. Last year we used our voucher on a stationery range from The Great British Card Company and it sold really well, so it will be a line we will continue with.
The after-party is always great too! We had such fun last year with Penny and Helen from Cardgains, although we did drink far too much wine! We also got chatting to some lovely people and heard some inspiring stories which we would never have had the opportunity to do anywhere else.
Mantons’ Easter display
SHOP TALK
Lucy Eason Owner George’s Whitstable, Kent
How were Easter sales for you?
Easter sales were down this year, with turnover decreasing by 15% and units sold down 17%. Around 20% of sales came from packs. Our main supplier remains Woodmansterne, accounting for 25% of overall units sold, while Stop The Clock and Cinnamon Aitch each contributed 12%. Think of Me Designs, Wendy JonesBlackett and Snoopy (from Hype) also performed well despite o ering smaller ranges.
There’s a couple of clear indicators behind the decline, but I also feel there’s a broader shift happening – Easter is slowly falling out of fashion. This is reflected in the reduced commitment from suppliers, with fewer new designs, smaller ranges, or in some cases, suppliers stepping away from the season altogether.
That said, non-card products saw a significant uplift, with sales increasing by 43%. Categories such as homewares, decorations, crafting kits, activities, wrapping and non-chocolate gifting all performed strongly. As a result, next year we’ll be reducing space allocated to cards and expanding our non-card Easter o ering.
Talking Tables was a standout, with beautifully packaged, B Corp-certified products that felt fresh, exciting and on trend. Gem Imports and Tallon also delivered wellcurated, value-for-money ranges that our customers have come to rely on. Together, these suppliers helped us create a vibrant in-store display full of colour and positive spring energy – we always love celebrating Easter in the shop!
Will you be attending PG Live? What will you be looking for?
I’d never miss Progressive Greetings Live! It’s a much-anticipated event that feels as much like catching up with good friends as it does a trade show.
I’ll be looking for newness from existing suppliers, while also keeping an open mind for something completely di erent. I really take time to connect and strengthen relationships with current and well-loved suppliers. Another big highlight is connecting with fellow retailers – sharing experiences, sales insights and ideas. The shared lunch spaces really encourage this and are a huge part of what makes the show so valuable. As someone who doesn’t get away from the shop often, it’s a day I truly look forward to.
‘’This year marks 20 years of owning George’s, making an incredible total of 55 years on the high street, which we’re hugely proud of’’
Do you have any plans for special events or o ers over the summer?
We’re based in the beautiful coastal town of Whitstable, which becomes a busy tourist destination in summer (definitely worth a visit!). We stock a wide range of summer-related products, including toys, homewares and bespoke Whitstable items alongside our card selection. It’s lovely to see customers come in for buckets and spades and leave with a greeting card too!
What’s next for your business?
This year marks 20 years of owning George’s, making an incredible total of 55 years on the high street, which we’re hugely proud of. We’re currently planning some celebrations, including special promotions to mark the occasion.
Any other issues you wish to highlight?
The rising costs of running a high street business continue to be a major challenge. We’re constantly looking for ways to work smarter and operate more e ciently, but there’s only so much we can do. Many of the increasing costs – rent, utilities and supplier pricing – are outside of our control, and they continue to put pressure on margins.
Despite this, we remain committed to the high street and to providing a unique, personal shopping experience for our customers. However, sustained support for independent retail is more important than ever if businesses like ours are to continue thriving.
How were Easter sales for you? What brands sold well?
Easter trade was very good and up on last year; we have seen a steady growth year-on-year for the past seven years, with Easter packs doing particularly well.
Do you have any plans for special events/ o ers etc over the summer to help keep footfall up?
To help keep footfall up we have introduced an Easy On The Pocket range from UK Greetings (UKG), with 50 designs to choose from at £1.39. We also still continue to o er a loyalty card, which is extremely popular and keeps customers returning.
‘‘We have seen a steady growth year-on-year for the past seven years, with Easter packs doing particularly well’’
What’s next for your business? Any plans?
After opening a second shop in Whitchurch 18 months ago, our Rhiwbina shop looked tired in comparison so we had a refit in January, which was hard work straight after Christmas but we/the customers are really pleased with it. Nothing else planned at the moment – I’m too tired!
What’s selling well?
UKG’s RHS range, Into the Meadow, Camden Signature and new humour range Four a Laugh. IC&G year you were born and age relation cards do really well. Abacus male cards in the Chromatic range and female cards in the Azalia range. The Great British Card Company male cards Strike range and female cards from The Wild Flower Press are popular. Pigment Productions’ humour ranges all do well, and Retro Town is flying out. Second Nature’s Champagne range is another strong seller.
Carl Dunne Director Cards & Gifts
Dronfield, Derbyshire
‘’I’m looking at cutting back on slow sellers and seeing if i can push more generic styles to increase sales but cut back on stock holding’’
How were Easter sales for you? What brands sold well?
Easter was much better then last year –we noticed the general open and religious designs were our top sellers this year, along with the packs. Will you be attending PG Live? What will you be looking for?
Yes I can’t wait for PG Live as this is my best show. I know it’s smaller then Spring Fair but it feels more family-like. I’ll be looking for anything that just stands out and is very different – that’s why I like the show, as you never know what you will stumble across.
Do you have any plans for special events/offers etc over the summer to help keep footfall up?
I have just completed year-end figures for the company and we’re on the same level as the year before. I think that’s brilliant when you look at how so many other retailers have sadly had to close down. This year I’m looking at cutting back on slow sellers and seeing if I can push more generic styles to increase sales but cut back on stock holding. What’s next for your business? Any plans?
What’s next? I’m looking at machines to go for more personal helium balloons – we also do plants through the summer so I’m looking at buying in bulk to get better discounts to pass these on to the public, as they are struggling in these challenging times.
Any other issues you wish to highlight?
I was on the front page of our local newspaper the Derbyshire Times over the high business rates and £150 increase per month, so I’m still banging the drum to the powers that be so they know I’m still here and will not go away!
Maria Yousuf Manager
The
Red Box Starbeck, North Yorks
How were Easter sales for you? Which brands sold well?
Easter was a very positive trading period for us at The Red Box, helped by the combination of the Post Office and the gift shop bringing in steady footfall. Customers were clearly looking for small Easter gifts and especially Easter card packs, which significantly outperformed individual cards this year. Our Easter and spring-themed ranges sold strongly overall. Small home accessories and spring gifts also did well, and we saw a noticeable uplift in children’s craft kits during the final week as families prepared for the school break. The most popular brands for us over the Easter period were The Art File, Ganymed Press, and Gainsborough Giftware, all of which resonated strongly with our customers.
‘’Enhancing the in-store experience remains a big part of our plans as well. We want every visit to feel welcoming, inspiring and personal’’
What’s next for your business? Any plans?
Our focus is on thoughtful, sustainable growth. We’re continuing to refine our product mix to keep it fresh and closely aligned with what our customers love. Strengthening relationships with key suppliers is a priority too, as it helps us secure better continuity and, where possible, a degree of exclusivity.
We’re also exploring opportunities to expand our online presence – in particular, making our website (www.theredboxgifts.com) more visible on Google so customers can discover us more easily. Enhancing the in-store experience remains a big part of our plans as well. We want every visit to feel welcoming, inspiring and personal, ensuring that The Red Box continues to be a place people enjoy returning to.
Any other issues you’d like to highlight?
Like many independents, we’re navigating rising wholesale, utilities, and staffing costs, which don’t always align with what customers are comfortable paying. Stock availability can also be inconsistent with some suppliers, making planning and forecasting more challenging. High-street footfall remains unpredictable too, so we’re working harder than ever to stay visible, relevant, and engaging. Minimum order values and carriage terms can also be difficult for smaller retailers to manage. Despite these challenges, we remain optimistic – we’re committed to adapting and continuing to offer a welcoming, well-curated shopping experience.
A class act
Retailers and publishers alike are seeing growing demand for cards and gifts that celebrate every stage of a child’s academic journey – and consumers are embracing the opportunity to mark these emotional moments in a meaningful way.
For Adriana Lovesy, founder of Greetings Lab and The Card Queen, the growth reflects a wider cultural shift: “I definitely think there has been noticeable growth in the school milestones category over the past few years,” she says. “Parents are increasingly celebrating smaller milestones and achievements in a much bigger way than before – first day at school, moving up a year, finishing primary school, starting secondary school, exams, university acceptance and graduation moments all now carry much more emotional significance.”
Adriana believes social media has played a role in amplifying these occasions, alongside a growing emphasis on emotional wellbeing and encouragement: “Families are documenting and celebrating key life moments far more than before, but I also think there’s been a wider shift towards valuing emotional connection and reassurance,” she explains. “After the uncertainty many children experienced in recent years, parents are far more conscious about confidence-building and celebrating progress.”
Publishers are also recognising the commercial opportunity within the category, particularly as milestone occasions create repeat-purchase opportunities year after year.
At Sprinkled with Magic, founder Larah Newton says school milestone products have remained consistently strong performers: “School milestones have always been a strong category for us, and demand this year has remained consistent with previous years, which is really promising given the current market,” says Larah.
With two children currently navigating primary and secondary school, many of the company’s ideas come directly from real-life experiences.
“We see first-hand the moments families want to celebrate – from first days and leavers’ gifts to teacher thank-yous and exam milestones,” she says. “School years pass so quickly, and a thoughtful card or keepsake gives people a simple way to pause, celebrate and make that child feel proud.”
Grace Jackson Design is another publisher who has seen an increase in demand for milestone and educational cards over recent years. Grace says: ‘’These occasions have become more emotionally significant for families, and shoppers are looking for cards that feel thoughtful, personal and relevant to the milestone being celebrated.’’
And the publisher has responded to that: ‘’We’ve steadily expanded our Congratulations Stars range in response to both customer demand and retailer feedback. What began in 2023 as a small collection of congratulations and driving test cards has grown into a wider range covering GCSEs, A-Levels, Highers, exam encouragement, first day milestones and now thank you teacher cards. We’ve found there is particular growth in cards linked to first day celebrations and end-of-term teacher gifting.’’
Publishers are also increasingly broadening milestone ranges to include
From first days at school, to proms, graduations and heartfelt teacher thank-yous, education milestones are becoming an increasingly important category within the greetings industry
younger children’s life events. Ellie NorbertMunns of Painted Parasol is expanding her die-cut Arching Icons range to feature milestones such as starting school and becoming a new big brother or sister.
“I think it’s incredibly important to celebrate milestones for little people, and cards can do just that,” says Ellie. “Starting school or becoming an older brother or sister are monumental for their little worlds, and often come with just as big an adjustment for parents.”
Inspired by her own youngest child preparing to start at primary school in September, Ellie says milestone cards often become treasured keepsakes.
‘’School years pass so quickly, and a thoughtful card or keepsake gives people a simple way to pause, celebrate and make that child feel proud’’
Larah Newton, founder, Sprinkled with Magic
“Time with small children just flies by, and I treasure the cards I received when my eldest first went to school,” she says. “I very much hope I’ll be showing them to my grandchildren one day.”
Retailers are also seeing evolving buying habits within the category. Carl Dunne, at Dronfield Cards & Gifts in Derbyshire, says graduation and schoolleaving products continue to perform strongly.
“We always do well on graduation and school leaving,” says Carl. “We sell the normal gifts, but we’ve noticed customers are increasingly choosing chocolates with thank-you captions, and we sell loads.”
Meanwhile, Liz Kanabar, at Ace Cards in West Yorkshire, says educational milestones are no longer confined to a single season: “Prom and graduation have become all year-round events rather than just summer,” says Liz. “People are graduating at di erent times throughout the year.”
She has also seen increased demand for first-day-at-school cards from grandparents: “Families don’t always live as close together as they once did,” Liz explains. “Grandparents still want to maintain that connection with grandchildren through cards, even when they can’t be there in person.”
School milestones look set to remain a vibrant and emotionally resonant category for the greetings industry.
Ariana Lovesey
Ellie NorbertMunns
Larah Newton
Grace Jackson
Kali Stileman
Grace Jackson Design Santoro
Santoro
Perfect for marking life’s meaningful milestones, Santoro’s new Book Owl Swing Card brings together thoughtful design, storytelling, and innovation in one charming keepsake. Designed with school moments in mind, it o ers a memorable way to celebrate graduations, teacher appreciation, and academic achievements of all kinds.
At the heart of the design sits a wise, wide-eyed owl, perched proudly atop a stack of illustrated books. Dressed in a graduation cap and framed by a stone arch adorned with trailing greenery, the scene captures the excitement and wonder of learning. A globe peeks out from behind, adding a subtle nod to curiosity and discovery, while the rich, colourful spines of the books create a sense of depth and personality.
What truly sets this greeting apart is Santoro’s signature paper engineering. Delicate swing elements allow the book owl and surrounding details to gently move, bringing the design to life with a soft, captivating motion. This interactive feature adds an extra layer of delight, transforming the card into something far more than a simple greeting.
Blending the sentiment of a heartfelt card with the longevity of a keepsake gift, the Book Owl Swing Card o ers retailers a versatile option for customers seeking something special. It’s a card and gift all in one, designed to be displayed and treasured long after the occasion has passed.
020 878 11104
sales@santoro-london.com https://santorotrade.com
Cath Tate Cards
Cath Tate’s award-winning range Lost Plots is introducing a new Thank You Teacher design and a new notebook design perfect for students. Lisa Robson, the artist behind the range, creates funky, nostalgic illustrations in bold, retro colours that jump o the shelf. Both new additions, along with further product launches, will be unveiled at PG Live on Stand 307. 020 8671 2166 orders@cathtatecards.com trade.cathtatecards.com
Grace Jackson Design
Grace Jackson Design’s Congratulations Stars range continues to grow for PG Live 2026 (Stand 160) with the addition of two new Thank You Teacher designs launching ahead of the end-of-term gifting season. The new captions – Thank You for Being the Best Teacher Ever and Teachers Like You Deserve Gold Stars – join the brand’s expanding collection of educational and milestone-focused cards.
Originally launched in 2023 with Congratulations, Congradulations and two driving test designs, the range has evolved year-on-year in response to customer demand and retailer feedback. Exam milestone cards were added the following year, including Good Luck and Results cards for GCSEs, A-Levels and general exams. Following requests from Scottish stockists, Higher-themed designs were also introduced, helping the collection resonate more widely across the UK market.
In Summer 2025, the range expanded further with Good Luck on Your First Day at Nursery and Good Luck on Your First Day at School, inspired by friends navigating those important childhood milestones with their families.
All cards are printed in the UK on FSC-certified board, measure 148 x 105mm folded and are left blank inside for versatility.
from Roger La Borde’s Bookstack collection of cards, illustrated by Fay Ford.
A laser-cut stack of mighty tomes, mortarboard, diploma scroll and globe in a palette of orange, olive and navy set against sharp chartreuse. The bold shapes, and creative lettering, as well as a way with words, hit the right note for a Scholar’s achievements.
This laser cut greeting card is printed in full colour on all four pages, and the inside of the card serves as a richly coloured backdrop to the laser cut panel.
This card is part of the inspiring Bookstack collection, which includes occasion cards for wedding, new baby, new home and a range with significant age cards all the way up to 90. 0207 328 0491 info@rogerlaborde.com
Ornament art
Ornament
Art’s playful photographic style and colourful vibe o er an originally witty way to celebrate school milestones. From the bestselling Smart Arse poodles card, to the new additions Nice Work, and Brainy launching at PG Live, these uplifting cards make the grade!
07971 704650
joanne@ornament.art www.ornament.art
Kali Stileman Publishing
With the end of term looming, now is the time to stock up on graduation, thank you teacher and good luck at university cards. Luckily, Kali Stileman Publishing has plenty! Some of the bestsellers include the wonderfully wordy graduation design, which features fun UV spot lettering and comes with an antique gold envelope for extra pizazz.
The thank you teacher card features a retro style red apple, and the favourite card for an exciting new term is the ‘good luck at university’ card – which includes pretty pencil pots and plants, a fresher’s essentials!
Find the girls at PG Live at stand 107. 07344 707167
info@kalistileman.co.uk www.kalistileman.co.uk
Painted Parasol
Painted Parasol is expanding its die-cut Arching Icons range, which already o ers cards for key life events including marriage and graduation, to include young children’s milestones, such as starting school or becoming a new big brother or sister, alongside new baby and birthday cards. All feature mellow pastel tones and charmingly sweet illustrations.
Alongside the new cards are cheerful thank you cards for teachers and all-important teaching assistants in other ranges. paintedparasolstudio.faire.com www.paintedparasolstudio.co.uk
Discover three new licensed card collections
Nature is at the heart of these new collections of cards from The Art File, with cats, birds and sheep taking centre stage when they launch at PG Live on Stand 200
The Art File team has always been proud to partner with so many amazing artists around the world, transforming unique and beautiful art into lovable card collections.
From the bestselling Sara Miller London card collections to the longest-standing series of Ink Press cards with Robert Reader, licensed collections have always been at the heart of The Art File range, sitting among its award-winning and bestselling in-house ranges.
For the new Autumn/Winter 2026 releases, The Art File team is thrilled to reveal three new licensed collections – Sunpatch Cats, Songbird and Herdy.
Sunpatch Cats is the perfect card collection for cat lovers everywhere. This collection has been created by Sydney-based artist Susie Esse, who loves cats, swimming and hula hoops. This quirky series of cards is full of fun, tea and cats. Every card is printed on textured board and comes with a beautiful ivory envelope.
Songbird is a beautiful series of cards created by talented designer Kate Heiss. Creator of the bestselling Nature Trail card collection, this new series of cards features beautiful birds in their habitats. Kate is a printmaker and designer with a deep love of the natural world, which often inspires her work. This stunning collection of birthday cards is perfect for bird lovers. Every card is printed on beautiful textured board and finished with deboss.
The Herdy birthday card collection is a collaboration with the fabulous Herdy brand. Featuring Herdy and Sheppy on their adventures in nature, every card in this collection is full of colour and fun. Herdy is a lovable character brand born in the heart of the Lake District, inspired by the adorable Herwick sheep that roam the countryside. Every card in this collection is printed on recycled board, finished with Spot UV, emboss, and comes with a lovely green envelope.
‘’The Art File team is thrilled to reveal three new licensed collections –Sunpatch Cats, Songbird and Herdy’’
The Art File team is thrilled that the Sunpatch Cats and Songbird collections are launching at PG Live among the Autumn/Winter 2026 collections, with Herdy launching later at Harrogate Home and Gift. With more than 100 new designs to choose from, there is so much to see in this vibrant collection.
Visit The Art File at PG Live to be the first to see The Art File Autumn/Winter 2026 collections in person at Stand 200.
Trade talk
Suppliers talk to Greetings Today about the start of their spring season, the effect of events in the Middle East, encouraging card sending, and greetings trends outside of the UK. If you would like to share your opinions in the next issue, email naomi@lemapublishing.co.uk
Daniel Prince Managing director Danilo
How was Easter for you?
How important is the Easter season for you now?
Easter remains an important seasonal occasion for Danilo, with strong demand across both licensed and characterled ranges. In recent years, we’ve seen entertainment brands become increasingly influential in driving consumer engagement, particularly with younger families, while preschool properties continue to resonate strongly with shoppers.
Have events in the Middle East affected your business – if so, how?
Yes, we are starting to see increased costs coming through from suppliers across a range of raw materials and production processes. Up until now we have worked hard to absorb those increases, but continued instability is likely to put further pressure on costs across the supply chain and, ultimately, retail pricing.
‘’Sending a card is more than a transaction – it’s a meaningful act of personal connection that still matters enormously in today’s digital world’’
What are the most important ways that the industry can keep up momentum and encourage the Great British public to recognise the importance of card sending?
Keeping card sending relevant means continuing to evolve with consumers while protecting the emotional value that makes the category unique. Innovation, sustainability, strong retail theatre and engaging younger audiences are all key to maintaining momentum.
At the same time, the industry should continue promoting the idea that sending a card is more than a transaction – it’s a meaningful act of personal connection that still matters enormously in today’s digital world
If you distribute your product abroad, what differences are there in demand compared with the UK market? Why do you think this is?
Different export markets often have different expectations around humour, sentiment, design and occasions. The UK has one of the world’s strongest greeting card cultures, particularly around humour and everyday sending, while other territories can be more focused on milestone occasions or premium design.
Licensed demand also varies internationally depending on local entertainment trends and consumer familiarity with particular brands and characters. Cultural traditions, language and retail environments all play an important role in shaping those differences.
Paul Urban Managing director Kingfisher Cards
How was Easter for you? How important is the Easter season for you now – has it changed in recent years?
Easter wasn’t bad; our little Easter Packs sold particularly well. It has to be said though that spring seasons generally are just not what they used to be years ago when they were a significant earner for greeting card shops. I think now they provide a ‘little bit of life’ rather than a real best. Having said that, because so many publishers are just not bothering with spring seasons, we find our range is holding up pretty well and we will probably be expanding it for 2027.
Have events in the Middle East affected your business – if so, how? The obvious issue with the Middle East situation is two-fold. Firstly price inflation. We have already had board and paper manufacturers sending us price increases of 10% or more. With energy costs high I can see why – if only the prices dropped again when energy prices fall back like they did after the initial Ukraine situation. Unfortunately, I think some businesses just see this as an ‘excuse’ to increase their margins, normally at a cost to the publishers and retailers. The other effect I think it is probably having is that it feeds the constant ‘endless bad news’ that we seem to have been having over the past year, which I think sets the mood music for the consumers’ attitude to buying on the high street.
‘’I have found all sorts of new markets (Mauritius, and Trinidad and Tobago for instance)’’
What are the most important ways that the industry can keep up momentum and encourage the Great British public to recognise the importance of card sending?
I think there is a simple formula when it comes to card sending. If you receive one you will usually return the kindness. All we can do is make sure we and everyone we know send as many cards as possible. Other than that it is up to the card retailers to do everything they can to provide eye-catching shop window displays to entice the public in. To be fair, there’s a lot of lovely displays already out there.
If you distribute your product abroad, what differences are there in demand compared with the UK market? Why do you think this is? Export has actually been really steady again this year. The markets we are in all seem pretty strong and I have found all sorts of new markets (Mauritius, and Trinidad and Tobago for instance) which wouldn’t have previously been on my radar. However, it is still the domestic market that dominates, although there is a clear issue with the high street footfall that continues to cause issues for retailers.
Anything else you’d like to highlight?
Only one little thing and it’s not really an issue for Kingfisher Cards. I was out and about the other week and spoke to quite a few retailers – strangely four of them brought up the issue of so many publishers using so many different sizes of card/envelopes. They all said wouldn’t it be lovely if we had an industry standard of six or seven sizes so that if they were missing a few they would be easy to replace. I like the diversity in the industry but I can understand why having so many sizes of card with a few mm difference could be quite annoying in a retail shop.
Sara Burford
Director
Cinnamon Aitch
How was Easter for you? How important is the Easter season for you now – has it changed in recent years?
Though Easter still remains the smallest of spring seasons for Cinnamon Aitch, sales are still substantial, with single cards outselling the little Easter packs. Easter packs have always sold well and though still popular, it is evident that people are happy to spend more on a hand-finished single card, which is a change in trend for the company. Although our Primrose Hill Easter range with its delicate hand-painted imagery and beautifulhand finished elements sold well, the overall winner was the colour-popping Googly Easter range with its graphic, fun characters, each hand-finished with googly eyes. Both are bestselling ranges in the everyday equivalents, so it seems that customers are migrating to bold, strong colour with a fun element, for children… or the young at heart.
‘’ There is a definite move towards the appreciation of slowing life down and taking time away from the digital world and the instant gratification that this offers’’
Have events in the Middle East affected your business – if so, how?
The Middle East is impacting on the business through rising costs. Soon after the launch of the war, we received an email notifying us of an increase in courier charges. Now envelope prices have significantly increased, along with other costs gradually nudging up as the days go by. This will ultimately feed back through to consumer confidence, which will hit us all. Cinnamon Aitch has resisted increasing prices for the past two years but there is only so much that can be absorbed.
What are the most important ways that the industry can keep up momentum and encourage the Great British public to recognise the importance of card sending?
There is a definite move towards the appreciation of slowing life down and taking time away from the digital world and the instant gratification that this offers. Greeting card sending slips perfectly into this model with the time taken and hand-written element resulting in having a tangible object that won’t disappear into the ether. Combined with the mental health attributes of the feel-good factor of card sending, all the elements are there; it’s just keeping all these wonderful aspects in the public eye. Cinnamon Aitch largely promotes card sending through social media, emphasising the small business aspect along with anti-AI artwork and the fact that everything remains Britishmade. And of course sending lots of cards for many occasions to spread the love. The GCA fights the industry’s corner really well with its retail-focused campaigns and media coverage.
If you distribute your product abroad, what differences are there in demand compared with the UK market? Why do you think this is?
Cinnamon Aitch has distributed cards overseas for many years. As with the UK, trends change but overseas, products may become more or less viable with changes in exchange rates and freight charges. Handmade designs sell well but can at times be challenging due to the price point (everything is still made in the UK). There are many price points across the collections so there is always something to offer. The UK market is very much at the forefront of card sending so there is a lot more freedom with design and format. Some ranges that may sell well here just don’t translate well abroad, humour particularly, but also within contemporary design. Different countries also prefer different formats, which can be influenced by the postal systems or simply tradition. Currently, the Cinnamon Aitch Skylark range is selling particularly well overseas. Many of the designs are quintessentially English, which may be part of the appeal, but also the designs are sensitively hand-painted with an obvious human touch combined with strong animal imagery and themes of nature. There is enough love for many of the animals to sell well everywhere but additional designs are to be added to the range in June, which definitely nod to the overseas markets.
Tara Strickland Head of design Santoro
How was Easter for you? How important is the Easter season for you now – has it changed in recent years?
Easter always feels like a bit of a reset. It’s quieter than Christmas from a retail perspective but it is also the time of year our key product launches come into stock – perfect for the season of spring and newness! From a seasonal point of view, it has definitely evolved. It is more of a lifestyle moment now, with people leaning into gifting, décor and keepsakes.
Have events in the Middle East affected your business – if so, how?
As a small, independently run business, we’re always very aware of how global events can affect trade – sometimes immediately, and sometimes through longer-term ripple effects. Consumers are seeing prices rise, and businesses are no different; costs are increasing across materials, production, freight and logistics. That said, after the past few years, navigating challenges has become almost part of day-to-day business! We’ve had to stay resilient and adaptable, while continuing to focus on what we do best: creativity, innovation and well-designed products. For us, it’s really important that customers and retailers feel confident they’re buying something with genuine quality, care and value behind it.
What are the most important ways that the industry can keep up momentum and encourage the Great British public to recognise the importance of card sending?
It comes back to reminding people how meaningful a card can be. In such a digital-heavy world, something physical feels more personal than ever! As an industry, we need to keep focusing on creativity and emotional connection, and also on making cards feel like something to keep, not just send. When a card becomes a keepsake, it holds a completely different kind of value.
‘’When a card becomes a keepsake, it holds a completely different kind of value’’
If you distribute your product abroad, what differences are there in demand compared with the UK market? Why do you think this is?
The UK has a really strong culture of card sending, so there’s always that natural demand there. In other markets, there is often more of a focus on gifting and novelty; products that feel like an experience or something to display. It really comes down to different cultural habits around communication and celebration, and how cards are perceived, whether they are something functional or something to treasure. We love to see how each territory seems to have a completely unique set of trends and popular designs from our ranges.
Any other issue you’d like to highlight?
There is so much creativity in this space, and while new technologies are constantly changing the way we design and create, there is still something irreplaceable about a human touch and a genuine story. The more we can embrace new tools without losing that sense of authenticity, the stronger the industry will be. At the same time, it is about holding on to the core purpose, which is helping people connect in a meaningful way.
Faye Bridgwater is an award-winning British artist renowned for her bold, contemporary paintings that celebrate the beauty of nature. Her work, infused with movement, light, and colour, offers viewers a joyful and evocative connection to the natural world. See the full range launching at PG Live, stand number 218.
