3 minute read
Retail Advice
The value of awards
The Art File
Is it worth taking the time to enter industry awards? Henri Davis thinks so. She looks at how awards can help to raise your profile and get you in front of the right greeting card buyers
Vent for Change founder Evan Lewis
We often hear about companies and individuals winning awards. This raising of their profile is likely to have a really positive impact for them… so how can you use this type of PR to your advantage?
I have worked as a retail advisor for almost 20 years and nearly all the businesses I work with want to be stocked by ‘big retailers’ in their sector. But getting their products in front of the relevant buyer can be a challenge. Entering awards is a great way to get the press and buyers’ attention.
Most industry sectors have product awards - take the time to find out about them, know the timetable they work to, and the categories that are relevant for your products. You never want to be ‘just too late’.
New market entrants can benefit significantly; their products will be reviewed by industry experts at least once, and several times if they are lucky enough to be a finalist.
Papermirchi was one such business and its founder Rani Moochhala comments: “Winning the Gift of the Year Award for two consecutive years has been one of my biggest early achievements and put my small business on the map of the greeting card industry. It is a great opportunity to showcase your products in front of a range of buyers from small independents to high street retailers. And, even if you don’t win, you know that they’ve seen your products in detail as part of the judging process, which is fantastic!’’
Well-established players in a sector understand the benefit of winning awards too. Ged Mace, managing director of Artfile, explains: “I have always believed in the value of awards. In the beginning, when The Art File operated from my back bedroom, awards were about inspiring us as a tiny publisher to do better. Now, as an established publisher, they are still about inspiration. We are only as good as our next collection and being judged by an array of professional retailers at awards such as The Henries gives us vital feedback and a strong measure of where we are getting things right. This year we were nominated for 10 Henries awards and came fourth in the ‘Best Service to the Independent Market’ category - all of which was a huge boost for our entire team. I’d urge all publishers - both big and small - to enter their collections at The Henries.
And there are wider society awards too. Vent for Change has a strong ethical focus. Its founder Evan Lewis says: “It’s hard to know specifically what awards bring, but cumulatively they add to the overall message that supports a company’s credibility and bolsters its profile. When starting out it is exactly this sort of recognition that a company needs to give others the confidence to work with them, and this brings further PR as editors and journalists start to hear the same names being mentioned regularly.’’
So far I have focused on PR, but entering awards can bring so much more. Wragwrap’s prize for winning The London Stationery Show’s Launchpad competition in 2019 was a stand at 2021 The London Stationery Show; something usually beyond the budget of a new business. The company’s co- founder Nicky Rajska believes the power of this industry endorsement of their product is invaluable.
Whether you are a large or small business, never overlook the opportunity to enter your industry sector awards.
Henri Davis is an independent retail advisor to businesses in the cards, gifts, stationery and heritage industries with more than 35 years of retail experience. She worked for Habitat, Next, WHSmith and the National Trust and now advises retailers, visitor attractions, manufacturers and suppliers. A past chairman of the Giftware Association, during lockdown she has taken over a village stores and moved to Cornwall. For more information visit
