32-33_In Real Life.qxp_Grid 05/10/2024 13:20 Page 2
In conversation with…In Real Life
With the stand exuding confident branding and extensive collections of stationery and greeting cards, when In Real Life debuted at the recent Top Drawer exhibition, it was very apparent that this is no rookie start-up. PG caught up in real life with the former Paperchase colleagues turned business partners, Clare Morant and Kitty Chan, about their hopes and dreams for their new stationery and greeting card company.
LIFE’S REALITIES Knowing what retailers and their ultimate consumers are looking for is always an advantage for a new business hoping to make its mark in the competitive worlds of greeting cards and stationery, so Clare Morant and Kitty Chan are a few steps ahead with their greeting card and stationery company, In Real Life. Only a few weeks since the launch at Top Drawer and the products are already debuting in Waterstones and indies, and the demand has been such that several lines have already sold out on its website and on Faire. Clare and Kitty's journey began with a shared passion for design and all things stationery, having spent many years crafting innovative products for Paperchase during the retail chain’s heyday, pushing the boundaries with trendsetting yet affordable ranges, that were revered the world over. Following the sad demise of the muchloved retailer, Clare moved on to become buying manager at WHSmith’s new retail concept brand Curi.o.city, while Kitty 32 PROGRESSIVE GREETINGS WORLDWIDE
Above: In Real Life’s co-founders Clare Morant (right) and Kitty Chan on the stand at Top Drawer. Below left: Clare and Kitty are ‘hands on’ with product development and marketing. Below right: One of the colourways in the Colourology collection.
became a WHS buyer. But with an itch to flex their entrepreneurial drive and to develop their own products, they took a leap and launched their own company. And they are bringing a few friends along on the journey, with several colleagues from the former Paperchase design team playing their part, having created 12 ranges of greeting cards which form part of In Real Life’s inaugural portfolio. Clare freely admits that her and Kitty’s combined
industry experience plays a big part in their new company. While Clare has the title of managing director and Kitty’s sign off is product director of the new business, they both share the same focus. “We worked closely together for 10 years at Paperchase, scoping out the trends and turning them into saleable products, so know each other’s strengths and weaknesses – I freely admit that Kitty is much better at logistics than me!” revealed Clare. “However, together we can bring valuable insight into what product formats resonate with customers, the price points customers expect for paper products, the ideal factories to collaborate with, and how to innovate around customer needs while prioritising sustainability and commerciality,” summed up Clare. As Kitty added: “We have a deep understanding of how to collaborate effectively with buyers, being well acquainted with their targets, buying cycles and margin expectations.” This experience is already paying dividends as In Real Life’s Colourology planners and Luminary notebook collections are debuting in Waterstones this