Gypsy chic issue 6 edited by lorraine stylianou

the magazine dedicated to greeting card publishing and entrepreneurship

Gypsy Chic

magazine Issue 6 - 2016

QUEEN

ELIZABETH I

PROFILE PRETTY LinkedIn Part 2

THE HALLMARK STORY

WIN!

SO WHAT’S NEW?

CURIOUS CANINE CARDS IN OUR COMPETITION ON PAGE 20

ang of Happy u H a v E t, r a H ie ws with Valer il Cards .... c n e P Inside!!! Intervie s u o ri u C f o Sheleen Estridge d n a s n o ti a re C t Nu

P.4

CONTENTS 3

LETTER FROM THE EDITOR

4

INTERVIEW WITH... VALERIE HART

7

TRADESHOW ROI

8

INTRODUCING... QUEEN ELIZABETH I

P.10

10 INTERVIEW WITH... EVA HUANG 14 ARE YOU PROFILE PRETTY? PART 2 15 I’VE GOT AN ETSY SHOP! 16 INTERVIEW WITH... SHELEEN ESTRIDGE 19 GYPSY CHIC QUOTES

P.16

20 COMPETITION/BOOK NOOK 21 FREEBIE FRENZY

P.20 2

LET T E R f

rom the Editor

I

ssue 6! Can you believe it? My little e-zine almost takes shape on its own, and I’m very happy to be editing another issue whilst in the middle of my E-spark experience.

I’ve been working very hard these past months getting my card ranges barcoded, reprinted, and packaged. Finding a good printer in a new location has been a labour of love. My team of graphic designers have once again done sterling work, and helped transform my ideas, sketches, and articles into something much more presentable. In the hatchery, we have been busy pitching, pitching, and pitching some more. We’ve been attending talks on time management, getting our financials in order, seeking validation on lots of aspects of our business we’ve been rather too ready to assume were fine, and seeking out new opportunities in terms of stockists, partnerships, and innovation.

In this issue I’ve got three great interviews with Valerie Hart of Valerie Hart Illustration and Design, Eva Huang of Happy Nut Creations, and last but not least sisters Sheleen & Simone Estridge of Curious Pencil Cards. What a duo they make! Each artist and publisher is at different stages of their artistic journey but all have a unique style. I hope you enjoy reading all about them and seeing their gorgeous designs.

With only weeks until the start of PG Live 2016, I’m unveiling my Art History card range. This is one I’m very fond of – since I studied History (amongst other things) at University and am able to bring to life some of my favourite characters. All are caricatured from my original art. I painted a large acrylic portrait of Elizabeth, had it vectorised and then a caricature made of the vector. She is sufficiently snooty – befitting of a Queen. In the next few issues I will introduce a different Tudor Monarch or famous person. When I’m not pulling together the articles of my magazine, I’m busy sticking hook and loop tape to the backs of my foamex panels for the show, sorting out couriers to get all my things over to Londinium, and trying to keep life together in the process (without having a melt down).

So for now, make yourself comfortable, and enjoy learning some facts about Queen Bess, or browsing free stock photography.

Lorraine www.lorrainestylianou.com

3

Interview with .....

Valerie Hart

always seemed to be drawing or sewing something. Having the opportunity now to create my own ideas for illustrations and design collections is very inspiring. I have so many ideas and I can’t wait to get into my studio. I also think that working in advertising for so many years trained me to show up every morning and get to work being creative.

1. I’VE FOLLOWED YOU ON FACEBOOK FOR A WHILE NOW AND LOVE YOUR WHIMSICAL ART, PASTEL COLOURS, DELICATE DETAILS AND CUTE ANIMALS. HOW LONG HAVE YOU BEEN AN ILLUSTRATOR AND HOW DID IT ALL BEGIN? lll I’ve been an artist all of my life but I’ve really only been illustrating seriously for the past few years. The first part of my career was in advertising design, creating logos, ad campaigns, direct mail, catalogs and branding. I started painting with acrylics in 2011 in an effort to find my art “medium and style”. A couple of years ago I developed my digital style with my focus on art licensing. I sketch concepts and then use Illustrator and Photoshop for the final art.

3. WHAT IS YOUR BEST INCOME STREAM: ARTIST CONSULTATIONS, GRAPHIC DESIGN COMMISSIONS, OR PRODUCT? l l l I work as a freelance illustrator and designer. Most recently I have been working with a client designing baby and wedding paper products. I also get freelance logo design requests. I sell prints, notecards, clipart and pre made logo designs in my Etsy shop. And I’ve just recently signed a few art licensing deals, so people will be able to buy my art on more products in the future. F

2. YOU ARE A PROLIFIC ILLUSTRATOR WITH NEW DESIGNS EVERY DAY. HOW DO YOU SCHEDULE YOUR WORK TO BE SO CREATIVE? lll I have always been a person who created things. Even as a young girl I

5

4. WHAT DO YOU LIKE DOING TO RECHARGE YOUR CREATIVE BATTERIES? lll One of the best ways for me to give my creative brain a rest is to watch movies.

Sometimes I watch a Netflix series — like a good murder mystery. I also like going outside and walking my dogs when the weather is nice. But unfortunately walking doesn’t shut my mind off and I seem to just get tons more ideas.

5. WHAT IS IN STORE FOR VALERIE HART ILLUSTRATION IN 2016 lll I’m working to get some more art licensing deals with my illustrations and patterns. Hoping to partner and license with a fabric company. I also have my collection of cat illustrations that I have named Happy CatZ™ and I’ve submitted them to some gift and greeting card manufacturers.There seems to already be a lot going on in 2016!

6. PLEASE SHARE YOUR REALLY BIG DREAMS (IF MONEY WAS NO OBJECT) AND LET US KNOW IF YOU HAVE ANY PLANS TO VISIT THE UK? lll My “dream big” pursuit is having my illustrations and patterns on lots of merchandise throughout the world. I think art makes people happy. And it’s my way of balancing out a lot of the “not so nice stuff” in the world. I also have a children’s book character that I would love to get published and have that as an ongoing series. And yes, I will get to England to visit London and Beatrice Potter’s Hilltop farm in the future! Will someone have me over for tea?

I would love that...

VALERIE HART

Facebook: https://www.facebook.com/ValerieHartDesign/ Website: http://valeriehart.com/ Email: valerie@valeriehart.com Shop: /www.etsy.com/shop/valeriehartdesign

6

I O R W O H T R A DE S W

e are all busy preparing for a raft of tradeshows. Some of us in the card industry will already have attended at least two this year so far, with a possible two or more in the pipeline.

But how do we know if we “broke even”, ended up with a “positive return on investment” or are sure we are doing everything we should to turn a not so great experience into something better?

For startups, tradeshows can be an expensive business which can be the making or breaking of us. Because the industry is a friendly, creative one, you can easily forget that 1) the hard work starts after the show closes 2) we are running a business, not a hobby.

There is a formula to help us work out our Return On Investment. It is simply this:

through - orders often come many weeks after a show. But with my simple example above we would be looking at this calculation: ROI = (Gross Profit - £3850) / £3850 Everything associated with your tradeshow (all costs, accommodation etc) is viewed as a marketing expense for this purpose.

So if you ended up with a £1+ profit after your show, you would have had a positive return on investment but this may not be enough to continue repeating the experience. Determine what your time is worth.

MONITORING NEW LEADS

(Gross Profit – Marketing Expenses)

After you’ve gathered up all your business cards from the show, it is time to open your computer and add them to a spreadsheet named Harrogate Leads 2016 (just one example) – keep these contacts distinct from other shows this year. Include email addresses, or any other contacts you were given.

Now how do we turn leads into customers?

Well – it is a case of following up immediately with new prospects, making appointments if this is feasible, negotiating the terms of an order, and handling objections. Like a good cheese, leads have to mature a bit, so that you can tell more accurately if they have become customers.

Periodically “run the numbers” – review your order values against costs to decide if you will attend the same tradeshow again.

So to summarize. Determine if your presence at a particular show was worth the cost by: 1) Analysing what marketing has, or hasn’t worked for you, and 2) by reviewing the equation above for several months after a show, and then deciding a cut-off point to determine if rebooking your stand is a wise decision.

Marketing Expenses

We could draw up a simple table and list our expenses for our travel and hotel accommodation to the show, the stand costs, other fares, dinners/sustenance, and the cost of freebies, or samples at the show.

EXPENSE

£ COST

Travel and Accommodation

£150

Stand costs

£2500

Tube & Taxi fares

£40

Accommodation

£400

Food and Drink

£100

Card samples/catalogues/promos

£200

Hospitality

£60

Looking at these figures it is impossible to tell if the ROI is positive or negative because we haven’t given ourselves enough time to see the full cycle

7

Introducing...

QUEEN

ELIZABETH I

E

lizabeth 1 was the daughter of Henry VIII and his wife Anne Boleyn. Born in 1533 in Greenwich she became known as the last Tudor Monarch.

Elizabeth became Queen after her half-sister

Mary died in 1558. She was intelligent, spoke numerous languages fluently, and showed both her parents’ resourcefulness, and grit.

Reigning for a total of 45 years, she ensured the doctrines of the Church of England were firmly established. These were a compromise of both Roman Catholicism and Protestantism which helped prevent further religious wars.

She was able to oversee the extensive administration of the Country through her Ministers, and this helped to fund voyages around the globe, preparing England for its future as a coloniser of lands, and pursuer of international trade. The formation of the East India Company in 1600 reinforced this.

Elizabeth’s reign was heralded as a great success, and she is known for her expensive wardrobe of bejewelled gowns, elaborate jewellery, regal palaces, and country houses. She rode on horseback, visiting towns around England as a means of maintaining a presence in people’s hearts and minds.

8

Her reign was also fraught by the threat from Spanish invasion and rebellion in Scotland and the North of England as well as the threat of plots

by Roman Catholics. Fortunately, Queen Bess as she was affectionately known scored her famous victory over Catholic Spain when their fleet of ships were sunk by bad weather in 1588.

This ended Philip of Spain’s threat to the British throne, and scuppered Choosing not to marry, Elizabeth was known as the Virgin Queen. Symbolically she saw herself married to the nation. Her speeches to Parliament were peppered with references to love, and this gained her incredible popularity. Addressing her troops as the Spanish Armada approached England’s shores, Elizabeth said “I know I have the body of a weak, feeble woman; but I have the heart and stomach of a king.

Elizabeth passed away in 1603, leaving a legacy of a strong British Empire. So revered was she, people continued to celebrate her accession to the British throne for hundreds of years by way of a national holiday.

TO SEE THE REST OF MY ART HISTORY RANGE, PLEASE VISIT http://lorrainestylianou.com/product-category/greetings-cards/art-history/

9

Interview with .....

Eva Huang

of Happy Nut Creations

10

for a stationery company, and project manager for a design firm.

In my spare time, I’ve long enjoyed making and sending personalised cards for my family and friends, and then I started to get asked more and more often by people around me to make a personalised card for their loved ones or for a special occasion. The creative process always excites me, and I felt fascinated to see how a little card can bring such positive and great feelings F

1.

TELL US HOW HAPPY NUT BEGAN AND HOW YOU DECIDED TO SPECIALISE IN GREETING CARDS? lll I have been falling in love with drawing and doodling since I was little. Art was always one of my favourite subjects during my school time and later on I undertook vocational studies in design, and then a BA in Fine Arts. Before starting Happy Nut Creations, I worked in a few creativerelated jobs for several years including art assistant in a film crew, graphic designer

11

to people and tighten the relationship between us and our loved ones. For me, nothing makes me feel more joyful than to see my work making people smile, laugh and enjoy. With a dream to start my own business and to make positive impacts with my work and creativity, I decided to specialise in greeting cards and Happy Nut Creations was born!

People often ask me why it is called Happy Nut? The name refers to the pistachio nut which is known as the ‘happy nut’ in Chinese; it’s a symbol of happiness because it looks like it’s smiling. In Taiwan where I grew up, you can describe someone as happy nut which means they are a very cheerful and positive person with the ability to make other people happy. I always enjoy being a happy nut, and therefore I feel that it perfectly describes what I’d like this business to be.

2. YOU USE STRONG BLACK LINES IN YOUR ILLUSTRATION WHICH MAKES YOUR “SIGNATURE” CLEARLY IDENTIFIABLE. WHAT PENS OR BRUSHES DO YOU USE? l l l Usually when I’m thinking of a new range, I often don’t limit myself to a specific style. I enjoy playing and experimenting with different art materials and techniques from watercolour to digital painting as well as trying new things to see what works best with the ideas of the range. Once I’m satisfied with a certain result, I’ll make a more specific branding guide and design the whole range of cards in one particular style.

The strong black line you mentioned is a technique I use often to create many of my artworks, and I’m glad it has been working really well and become an identifiable signature in my illustrations. In this style, I mainly use Chinese calligraphy brushes, black ink and draw the images on rice paper to create bold brushstroke outlines with delicate details. I have been using these materials to practise Chinese calligraphy since I was a child. I love exploring their potential and their unpredictable but often surprising artistic effects.

However, the creative process does not always find its perfect angle straight away; I sometimes re-draw a single image a hundred times until I’m happy with the outcome.

12

3. DO YOU UNDERTAKE BESPOKE OR COMMISSIONED WORK AND HOW DO YOU SELF-PROMOTE YOUR ARTISTIC WORK? lll Yes, I also undertake bespoke or commissioned work for both private and corporate clients on various projects from wedding or new baby card, personalised artwork to graphic design and commercial illustrations. I’m also very interested in book illustrations and would love to have opportunities to work on those in the future as well.

I can’t really say I have done enough selfpromotion so far and I always feel that there are many more things that I should try. At the moment, I use a few online platforms to showcase and promote my works including my website, social media like Facebook and Twitter, GCA members‘ directory, portfolio sites such as Behance and Etsy where I’ve received a number of commissioned work requests from. I’ve also attended different networking events where I met people from a wide range of background and sectors. It’s definitely a good opportunity to build your network, to share your artistic work and let people know what you can do.

of valuable feedback as well as fantastic and encouraging responses. It was a big learning curve for me, but also an amazing journey so far. I’m really grateful for all the help and support I have received over the years which has helped me to grow my business gradually.

In the next five years, I will continue creating and publishing works that are fresh and original, and continue growing and spreading the seeds of happiness through Happy Nut. Apart from making new artwork, I also hope there will be many of my designs that will remain popular in the long term. I’m now looking for experienced sales agents throughout the UK as well as international distributors to help drive the sales. Besides greeting cards, I’m also very interested in exploring more about licensing, and I’d like to extend my works into various gift products such as stationery, clothes, tableware and home décor etc. I’m now working on a couple of new ranges that I believe will be great for licensing as well, and I look forward to working with different companies to create popular and successful products using my illustrations.

4. DO YOU SELL MAINLY ON THE HIGH STREET OR ONLINE? lll At the moment, I mainly sell my cards to trade customers and most of them are independent gift shops. However, I also sell my cards and prints online through Etsy and Tortful, and every year I do some art and craft fairs as well.

6. IF MONEY WAS NO OBJECT WHAT WOULD BE YOUR FIRST INVESTMENT TO DRIVE HAPPY NUT FORWARD? l l l There are quite a few things I would like to invest in if money was no object, but if I have to choose one, my first investment would be trade shows as it is a great opportunity to network with people in the industry, showcase your work, get in touch with old customers and to meet potential new customers who are interested in your designs and styles.

5. WHERE WOULD YOU LIKE TO SEE HAPPY NUT IN THE NEXT FIVE YEARS? lll Since launching Happy Nut Creations, I have learned so much, met many wonderful and inspiring people and friends in this lovely industry, and received lots

EVA HUANG - HAPPY NUT CREATIONS W: www.happynut.co.uk E: info@happynut.co.uk

13

ARE YOU PROFILE PRETTY? PART TWO – A Linkedin FOLLOW ON

I

n Issue 5 I introduced you to the idea of being Really study what they do. They include a profile pretty with a summary of why people personable photo, a mission or tagline, and their join LinkedIn in the first place. I outlined how to contact details. ensure you appear professional but friendly, and Next, have a look what everyone in your industry encouraged you to question why you are using the is doing. Put on your researcher hat, and think platform in the first instance. In this issue, I want to about the kind of words you use to connect with continue my crash course by suggesting that you other greeting card publishers, buyers, and describe yourself succinctly so that you are seen industry influencers. List the adjectives they use to as a mover and shaker very quickly (a motivator, describe themselves. leader, and innovator in your field). This can be Like business building, building connections done by way of a catch phrase or slogan, and a takes time and a workable strategy. If you can snappy pitch.Being found for your niche is your allocated some time each day to grow your primary goal so use the kind of words network you will be surprised just how people will be searching for within much progress you can make over your industry to gain visibility. a month. There is no doubt that On LinkedIn there is a many of us have failed to summary area which helps keep in touch with people “Like business building, increase the number of in our previous network views. Use it carefully to of university colleagues, building connections highlight your credibility in previous workplaces, and takes time and a your chosen field, indicating other business contacts but workable strategy” the problems you solve, and have a trawl through the to reinforce your skills and social networks you currently overall brand offering. Good use and see if there are people copy in this section is vital – keep you can connect via LinkedIn. it interesting and effective. Don’t forget Press that to include your contact information and ask other big blue button marked “LinkedIners” to connect with you.

Follow or Connect.

Are you a “super-connected” individual?

Do you know what that entails?

NOW FOR CONTENT The most connected male on LinkedIn is What do you share with people? Firstly, your reportedly Steven Burda content should be rich – by that I mean interesting, https://www.linkedin.com/in/burda factual, a different slant on things, rather than a The most connected female on LinkedIn is regurgitation of something you have already read.

Stacy Zapar Include interesting graphic design that is visually https://www.linkedin.com/in/stacyzapar captivating and put data or steps into infographics,

14

“Engagement or video format. I’ve mentioned LinkedIn. Engagement leads my own love of imagery before leads to far higher to far higher profile views. now over text but that is how One of the best ways to profile views” the brain remembers things – a sky rocket your website, or picture paints a thousand words. ranking on google is to use What do you write about? Of recommendations that then link back course we all have writer’s block (me to the person’s website. Backlinks have more than most!) but we are bombarded with a power of their own. Ask the LinkedIn contacts information every day. Pause and take a look at you know and respect to write for you. what the big players in our industry are writing about. Allow yourself half an hour to check out SO WHAT NEXT? all the other social media platforms for blog Log in to your LinkedIn account. Update your ideas. List the buzz words, common themes – photo. Include a sassy character and business can you say something about something nobody summary. Trawl your network and add that else has? pile of business cards in your briefcase to Still lacking inspiration? Join a few groups your network. Make, and ask for personal or connect with people you serve. If there is a recommendations, and be responsive. Don’t be discussion thread going on, contribute to that. neglectful - be like your best friend - the one Quora is a site I often contribute to, or seek who remembers birthdays, always phones you help from – once you’ve had a few responses back, tells you interesting news, and generally from there, connect with those same people on looks after your back.

I’ve got an Etsy shop!

l Etsy

upgraded everyone’s shop front on April 5th. The website allows you to upload video, and other content. I finally took the plunge and uploaded a few of my animal cards over the weekend.

https://www.etsy.com/uk/shop/LorraineStylianou/neu

15

Interview with .....

Sheleen Estridge of Curious Pencil Cards

16

1. HOW DID YOU DECIDE TO ENTER THE GREETING CARD INDUSTRY AND HOW LONG HAVE YOU BEEN ILLUSTRATING? lll My name is Sheleen and my sister Simone and I are business partners for our greeting cards company. It all started where we were invited to a friend’s design show down at the London Business and Design Centre. We noticed a stand that was promoting new greeting cards. This took to our interest as we thought it was something that we could do. We thought we could make greeting cards look more appealing to people. We decided to combine our passions to make something great. I am lover of creative art and always love to draw. I am a qualified Design & Technology teacher with a degree in Furniture Design.

I decided to draw the illustrations to the cards becoming the company’s Senior Story Doodler. Simone is the company’s Senior Story Writer, she is a published poet with a degree in English with Creative Writing. Simone helps to bring the cards alive by choosing the right words in the right order.

So we named our company ‘Curious Pencil Cards.’ We love to tell stories through each card design which is authentically pencil drawn in-house. We wanted to shake the dust off traditional greeting cards, and allow the ‘pencil’ to roam the page and be ‘curious’ in all that it does creating memorable, touching messages for all occasions.

We have now been trading for almost a year, as we started trading in January 2015.

that may suit an occasion and then I will match an image with it or vice versa.

We also get inspiration from friends and family that may have ideas and it works well. We do tend to use images in nature and animals as this brings a sense of innocence to the cards.

3. HOW DO YOU CURRENTLY MARKET YOUR CARDS AND WHAT PLANS DO YOU HAVE FOR EXPANSION? l l l We currently selling our cards online through a website call Pure ‘N’ Chic, we also sell at exhibitions, trade fairs and craft fairs. We now hope to get distributors to get our cards to other parts of the country. We are also open to international opportunities as we have had a recent contract with an Italian company. They have taken interest in our cards and will be selling them into independent shops around Italy. F

2) YOUR DESIGNS ARE QUITE UNIQUE WITH QUIRKY ANIMALS - WHERE DOES YOUR INSPIRATION COME FROM? l l l Our inspiration comes from nature and words. Simone may think of words

17

software. As I have had courses in Business and managing money I deal with the data input regarding sales and cash flows. Simone works with marketing, promotion and the website design. Sometimes it may vary, we can change roles but we communicate what we require getting the task done to the best of our abilities.

4. WHERE ARE YOU CURRENTLY STOCKED AND WHERE WOULD YOU LIKE TO BE SEEN? l l l We are a Birmingham based company and as the company expands we would still like to be based here. We hope to invest into a storage/ distribution centre which will stock all our cards. We do feel that having the label on the back of the cards to say ‘Made in Birmingham’ is important. As we feel that will promote Birmingham ‘s creative businesses.

6. WHAT BIG DREAMS DO YOU HAVE FOR THE NEXT 3 YEARS. l l l For the next 3 years we hope to expand by building our customer base , by employing sales agents or distributors, to have a new building for storage, employing people to the company , expanding on ranges, looking into niche cards and going into stationary and merchandise.

5. HOW DO YOU DIVIDE TASKS WITHIN YOUR CARD COMPANY? l l l In this company I am the Senior Story Doodler so I deal with the drawings and Simone is the Senior Story Writer so she deals with the text and the editing

18

This issue’s quotes are random, and unattributed.

I hope they resonate, none the less.

“It’s not about being the best, it’s about being better than yesterday.”

“Sometimes the smallest step in the right direction ends up being the biggest step of your life. Tip Toe if you must – but take the step.”

“There is value in the struggle.

You can’t expect to break out of a cocoon by lying still.”

“Be BOLD or ITALIC. Never regular” 19

N O I T I T E P COM To win a 6 pack of my Westie cards from the Curious Canines range please: 1. Like my FB page 2. And let me know you have done so on my wall All names will be entered into a hat, and the winner picked on 1 June. https://www.facebook.com/lorrainestylianouart/

The Book Nook When You Care Enough: The Story of “Hallmark” Cards and Its Founder l l l For anyone interested in the story of

Hallmark Cards, and the history of the Hall family look no further. Published in 1970 (with a rather boring dust cover) this is an excellent read. Joyce C Hall, the founder of the Greeting card chain we all know, was just 9 years old when his father left home. To help his mother out of their poverty the boy started selling perfume. He then dropped

out of school, boarded a train and travelled to Kansas City with picture postcards in a shoe box. He was a success. After only a few years he launched his own greeting card line and manufacturing operation. I won’t spoil the rest of the story, but leave it to you to grab a copy.

How could you resist a large hardback on one of the greeting card industry giants - used copies on Amazon currently under a tenner.

20 2

Freebie

! y z n e r F

uFREE PHOTO WEBSITES l

Below you will find a table of

websites from which you can download free stock photography.

I’ve had a look at all of them,

but Pixabay is by far the best

because it is searchable. I’m a contributor to Pixabay so I don’t feel so bad when I download other people’s photography free of charge. With free commercial use permitted, you can always donate the price of a coffee to the site.

HAPPY BROWSING! https://unsplash.com/

http://www.freeimages.com/

http://superfamous.com/

http://littlevisuals.co/

https://picjumbo.com/

http://nos.twnsnd.co/

https://pixabay.com/

http://picography.co/

http://www.imcreator.com/free

http://getrefe.tumblr.com/

http://www.gratisography.com/

http://publicdomainarchive.com/

http://www.morguefile.com/

http://jaymantri.com/

21

A window on the world of a greeting card publisher

Gypsy Chic magazine