44-45_Scribbler.qxp_Grid 22/05/2024 16:06 Page 1
In Conversation with…Scribbler
FOOD FOR THOUGHT Always out to surprise, of course Scribbler would not introduce a strand to its business in a normal, boring way. Set to serve up plenty of food for thought, the lunchroom at Progressive Greetings Live (June 4-5) will mark the official launch of Scribbler Studio, a new division of the specialist greeting card retail multiple which will extend its design capabilities and extensive consumer card-buying knowledge to other retailers. Whetting the appetite, PG met up with Aisling Crosland, Scribbler’s head of creative, and buying manager Tori HeathSmith who are heading up this new wholesale side, to find out what’s on the menu.
Scribbler has always punched above its weight with a consumer awareness and love of the brand that is far higher than most retailers who trade from 33 stores could ever dream. Admittedly Scribbler has a decent online presence and engaging social media activity that reflects its authentic quirky personality, but it definitely reaches heights to which other retailers of its size can only aspire. The company is still very much under the leadership of co-founders, John and Jennie
Above left: Scribbler’s head of creative and studio, Aisling Crosland (centre front) with some of the Scribbler in-house studio team Frances Tilstone (content creator), Michael Donovan (senior web designer), Rebecca Hendry (senior designer), Abbie James (designer) in the company’s London HQ. Right: John and Jennie Procter, founders of Scribbler at PG Live.
Procter, who have set the course for new ways of doing things for decades, such as its print on demand straight to store model
Aiming high for CoppaFeel Scribbler has forged a strong relationship with the CoppaFeel breast cancer charity, raising many £thousands through the sale of cards and gifts in aid of this worthy cause over the years. The recent death of the charity’s founder Kris Hallenge has hit the Scribbler team hard, making Aisling Crosland even more determined to raise as much money as she can by trekking the Himalayas for five days this November for the cause, with a JustGiving site set up. “I will be setting out on a challenging, extraordinary and life-changing trek, all in the name of checking chests,” says Aisling. “Scribbler is generously sponsoring the trek, but I am also looking to raise as much money as I can to aid CoppaFeel in its mission to stamp out the late diagnosis of breast cancer by making sure that young people are regularly checking their boobs, pecs and chests and getting to know their bodies in order to have the confidence to see their GP if something just doesn't feel normal. The more I can do for this worthwhile charity and carry on Kris’ legacy the better”. Above right: Aisling in training for her Himalayan trek. Right: Just one of the cards the sales of which has helped raise money for CoppaFeel.
44 PROGRESSIVE GREETINGS WORLDWIDE
which now involves 40 publishers (an idea John first mooted during his talk at The Ladder Club back in 2017) and the collaboration with Fujifilm for Scribbler card kiosks. However, the latest strand, that of its move into wholesale under the Scribbler Studio brand is being driven by Aisling Crosland, its head of creative, and buying manager Tori Heath-Smith. “Under Scribbler Studio we will be able to bring together the best creatives from our own in-house team, as well as incredible freelancers and exclusive ranges from other hot partnerships and brands from which we will be able to curate a bespoke selection for other retailers,” Aisling explained. And as Tori added: “We have thousands of designs in our archive and, through our own shops and online and kiosk sales, know and understand consumer purchasing patterns. We can also offer trend forecasting and fullrange category planning if wanted.”