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In Conversation With... The Art File
grounding in what was important in business and in this industry in particular.” Of all the lessons he learned from these three men, Ged said that the most important one, is summed up in a word - “Listen”. As Ged revealed, “Richard Horton explained that even in tough times, there are always opportunities, providing you listen.” Ged clocked up a fair few years working for other publishers - namely The Ink Group (no longer trading in the UK) and Portico Designs (that he joined as sales director in 1992), before setting up as a consultant helping other publishers. As he revealed when Dominique Schurman (ceo of Schurman Retail Group) came to speak at a GCA AGM a few years ago, it was listening to a talk she gave 22 years ago that inspired Ged to set up The Art File. “I clearly recall sitting in the audience listening to Dominique sharing her infectious passion for developing greeting cards, and I thought ‘I want the freedom to produce cards
that people will really love’. That was the moment when I knew The Art File would happen,” said Ged. And happen it did. “I knew that I had enough experience on the selling side, but was rather lacking on the product development side and working with designers.” Having spotted the wall art of Adam Barsby and Simon Bull, both of whose work was represented by DeMontford, Ged felt these artists would give The Art File its launchpad and two card collections of 20 designs apiece were developed. “We booked a tiny one metre square stand at Spring Fair - it was so small I couldn’t even fit on it!” recalls Ged, which is just as well as he had to man another stand at the show for a company he was still consulting for. Karen rose to the challenge. “We really hoped that we would take £7,000 worth of Above: As well as expanding on the cards front, The Art File has bolstered its wrap offering, including this Jewel Chic collection. Left: Ged Mace (left) popped in to see London retailer David Colman of The Only Place For Pictures, one of The Art File’s first ever customers, to say thank you for the support over the years. Below: Top Drawer sees the launch of the I Like Birds card range that is being published under licence by The Art File.
orders over the duration of the show. Karen hit that target by lunchtime on the first day,” recalls Ged of the day The Art File was born. Where The Art File has really gone on to score over the years is in its diversity. In an industry where there are many ‘me too’ ranges, as the latest clutch of new launches testify, The Art File draws from a wide net of creative talent – both close to home (from its own in-house studio) as well as respected artists from ‘outside’. Already home to Sara Miller London through a licensing agreement, Top Drawer marks the launch of its first cards under a licensing collaboration with I Like Birds as well as an extended Natural History collection, featuring art from the talented Ben Rothery. With The Art File anchoring two massive stands at Top Drawer and Spring Fair, contrary to the company’s first exhibition outing, there should be room for Ged and his growing team to the enjoy customers’ plaudits in its ‘coming of age’ anniversary year.
Up close and personal... l As a little boy, what did you want to be when you grew up?: “I wanted to be a fighter pilot, but I became too tall for that! I then wanted to become an architect.” l What is your guilty pleasure?: “Chocolate Hobnobs, dunked!” l What is your fave things about the industry?: “The creativity, the warmth of those who work within it and the opportunities it offers each and every day.” l What one thing would you like to change about the industry?: “To do away with SOR.” l Who would you most like to have dinner with tonight?: “Peter Ustinov and my Dad, who is sadly no longer with us.” l What would be a magic wish that would benefit the trade?: “Everyone sooner or later in life appreciates the value of sending greeting cards; I wish that people discovered the joy sooner rather than later.” What are the best business lessons you have learned?: “There are three that stand out for me: 1. Listen - something Richard Horton my first boss in the industry instilled in me. 2. It is a good idea to include the words ‘Happy Birthday’ on a card! We didn’t do this for the first three years until Trevor Gibbons of Mayther persuaded me to do it and I realised how silly we had been. 3. Don’t try and reinvent the wheel. We started out printing long thin cards that were different in format to the norm. Alan Harnick, president of US distributor Notes & Queries, pointed out that if we published 5” x 7” cards many more retailers would take them. Boy, was he right!”
PROGRESSIVE GREETINGS WORLDWIDE
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