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From The Editor
ON THE CARDS Turkey and all the trimmings, goose, Right: Abacus md Nick Carey in his Choose Cards jumper at a beef or nut roast? Presents at the Caring at Christmas card writing event in a Bury St Edmunds’ crack of dawn or the wait until after care home. the ‘big meal’? Charades, telly fest or Below: Sophie and Simon Edwards from More Than Just a an afternoon snooze on the sofa next Gift in Narborough celebrating that over 500 children from to Auntie Pat? Each and every Narborough schools entered ‘family’ have their own Christmas their Christmas card competition, displaying the traditions, invariably passed through finalists in store. Below left: PG’s Jakki Brown several generations. with her Dad a few years ago Even the most tech-obsesses writing Christmas cards together. student will hark for all the festive home comforts, conveniently forgetting their rants with their peers about shunning the commerciality of Christmas as they eagerly anticipate the appearance of their childhood stocking filled with lovingly wrapped treats. And within the weft and weave of our Christmas traditions is of course the sending of Christmas cards, something that goes back to Sir Henry Cole’s invention in 1843, or if you believe the recent episode of Antiques Roadshow, plucky Scot Charles Drummond beat him by two years with his festive notecards of 1841. (See news page 13) Yesterday evening there was a torrent of wonderful activity on the Cardmitments WhatsApp feed as card indies showed their hand as to where they stand on the subject of specially captioned Christmas cards. While some exuded the merits of stocking cards covering a vast array of major and minor relations, others are steadfast in only stocking festive cards with no text at all, while others take the middle ground. As a consumer, I was late to the party in the business of buying specialist captioned cards, but an early December visit to The Card Centre in Felixstowe a couple of years ago converted me, joining the queue of eager customers holding
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wodges of single cards. The overwhelmingly positive reaction I received from ‘our special neighbour’, ‘lovely cousin’, ‘wonderful nephew and his wife’, ‘best friend’ meant I have been hooked ever since. Having recently lost my Dad to Alzheimer’s it seems strange that this will be the first year I will not be able to search out the best ‘Dad Christmas card’, but more than that I will never again be able to write my Christmas cards with him sitting at his kitchen table while listening to a crooners’ Christmas LP with a tipple or two to get the festive missives flowing, but I will always cherish those memories of that particular Christmas tradition. As Cardmitment member Sophie Edwards of More Than Just a Gift in Narborough pointed out, we are so lucky that in this industry there is such a wonderful array of Christmas designs out there that retailers can and have curated their selection to suit their customers’ needs, and in doing so will keep the all-important tradition of Christmas card sending alive and kicking in all its forms. Here's hoping that the encouraging signs of early Christmas trade sustains right up to that traditional Christmas Eve dash for ‘To my Wife’ cards! And staying on that traditional front… from Warren, Tracey B, Tracey A and I may you all have a wonderful Christmas and a very happy new year.
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CONTENTS
What’s Inside?
25
43
47
22 11-19 News
33-35 Take Three:
All the latest happenings and developments in the trade.
Books To Cards
The Plot Thickens Catherine Rayner, Janet King-Chai and Emma Randall reveal how their illustrations have jumped from book pages onto greeting cards.
20-21 Talking Shop It All Ads Up David Robertson, co-owner of JP Pozzi is in full marketing mode.
22-23 Cardsharp Funny Ha Ha Or Funny Peculiar?
37-41 Innovations
The current state of UK and US politics made Cardsharp realise how humour is an ingredient that is key to both the greeting card industry and political personalities.
25-27 Viewpoints Windows On Christmas
A host of new ranges and designs.
33
43-45 Focus on Kids’ Cards All-inclusive A deep delve into what’s currently capturing youngsters’ hearts on the greeting card front.
A peek into how indies are promoting their Christmas selection this year. 28-29 Up Close And Personal With… Jennie Rutter
An Emotional 30 Years Having spent 30 years working at Emotional Rescue, as she becomes half owner of the business, Jennie Rutter reveals the thrills of the last three decades.
47 Art Source Dreaming Small Photographer David Gilliver introduces his Little People, the designs of which appear on Woodmansterne’s It’s A Small World range.
49-51 What’s Hot? A trio of retailers lift the lid on their best-selling ranges.
30-31 In Conversation With… TPS Fine Tailoring Chris Houfe, who heads up Tailored Planning Solutions TPS), talks shop about the greeting card planning and supply option for retailers.
52-59 Sources of Supply
Subscribe to Progressive Greetings from £60 (UK) to £90 (International). You can organise this quickly and easily online at our secure site: www.max-subscriptions.net For assistance, please email subscriptions@max-publishing.co.uk
Jakki Brown
Warren Lomax
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Tracey Bearton
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Copyright© 2025. While every effort has been made to ensure the information in this magazine was correct at the time of publication, the publishers cannot accept legal liability for any errors or omissions, nor can they accept responsibility for the standing of advertisers nor any organisation mentioned in the text. Views of contributors do not necessarily reflect those of the publishers.
Ian Hyder
PG is the official magazine for the Greeting Card Association GCA: Amanda Fergusson 020 7619 9266 Email: hello@gca.cards www.greetingcardassociation.org.uk
PROGRESSIVE GREETINGS WORLDWIDE 07
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NEWS Fenwick’s festive pop-up thanks to Geoff Sanderson
TOP STORY
Royal Mail’s Cardcentric Christmas Campaign
Below: The Royal Mail ads cover all demographics.
Full on ad programme and £500k competition promote festive sends
Royal Mail has invested in a high-profile extensive advertising and marketing campaign, including a £500,000 competition, all of which promotes Christmas card sending. The delivery service often takes a bashing Christmas joyful in their 2025 advertising.” from the industry, but it has definitely come And she added: “Being able to up trumps for the 2025 send a card for just 87p festive season with an anywhere across the UK is still a ‘It’s so much more than precious Christmas just a card’ series of ads miracle in itself.” and widespread RM’s Magical Card Prize Draw consumer PR activity. runs from 1 to 24 December, with With the tagline: ‘Every a £10,000 prize being given away card you send keeps Above: Royal Mail has £500,000 worth of every day, shared equally between meaningful relationships prizes on offer, for sending a Christmas card. the winning card’s sender and the strong. Send cards this Below: GCA’s ceo Amanda Fergusson with Royal Mail’s md of letters, recipient, with a bumper giveaway Christmas and show the (centre) Richard Travers and Joanna Major, head of £100,000 on Christmas Eve. people in your life that of retail. To enter, people just have to they truly matter to you’. take a photo of a Christmas card with a 2025 And Royal Mail has also added an incentive festive stamp and the word ‘magical’ written with more than £500,000 worth of prizes for on the envelope, then upload it over 1,000 winners, while celebrating the joy to www.royalmailmagic.com along with details of sending cards over the festive period. of the sender and the recipient. Richard Travers, managing director of Letters at Royal Mail, said: “Sending cards is a wonderful way to spread some festive cheer and we’re making it even more special this year with our Magical Card Prize Draw. With more than 1,000 cash prizes to be won, this is our way of celebrating the joy of Christmas cards and giving something back to those who are keeping the tradition alive.” Warmly welcoming RM’s festive marketing, GCA, ceo Amanda Fergusson said: "It's no As part of Royal Mail’s wider campaign, it secret we've been a critical friend of Royal has also forged media partnerships with the Mail as we campaign to ensure our postal Daily Mail, Metro and i newspapers, as service stays reliable, affordable and national well as influencer tie-ups across Instagram but we're thrilled they've rediscovered the and TikTok. part Christmas cards play in making
Over 60 festive greeting card designs from 20 new local and graduate talent form a significant festive Santa’s Supermarket popup shop within the Fenwick department store Above: Geoff Sanderson in in Newcastle, the Santa’s Supermarket pop-up in Fenwick’s thanks to a Newcastle. partnership between the retailer and Geoff Sanderson’s Jungle Studio. Greeting card stalwart Geoff, whose immense industry experience includes being a Moonpig design director and creative director of Hallmark/Tigerprint now works to nurture and market new talent. He has worked with Newcastle College University Centre for the cards to be designed, selected, printed and in store within just four months. “It’s with a great big smile and much pride that I’m sharing this dream project,” Geoff said at the launch. “It sums up everything the Jungle Studio stands for with the perfect client of Fenwick and supportive academic partner NCUC and has given 20 Jungle creatives an amazing opportunity.” The Christmas pop-up shop has over 60 innovative festive cards focussing on Fenwick’s brief to showcase new local and graduate talent Below: Some of the with exclusive marketing to promote the new talent designs targeting Christmas card regional relevance, selectrion. colloquial captions and culture. He added: “If you're in Newcastle please visit Santa’s Supermarket on Fenwick’s LG floor and see our Toon Talent. This is a model we’d love to expand locally and develop nationally.”
Advocate Art’s greeting card illustrator, Paula Doherty puts her stamp on Christmas Greeting card artist Paula Doherty is seeing her artwork flying all over the world this Christmas, in the shape of Royal Mail’s 2025 festive stamps with five designs featuring Nativity scenes. Trained at the Above: Artist Paula is excited to see her work flying around the world. Camberwell School Of Art and the Chelsea School Of Art, Paula, whose work is licensed
through Advocate Art onto various products, including greeting cards, said of her stamp designs: “I’m so delighted and slightly overwhelmed to think they’ll be on envelopes flying all around the world this Christmas.” Royal Mail also worked with Professor Ben Quash, professor of Christianity and the arts at King’s College London, and Professor Andrew Davison, regius professor of divinity at the University of Oxford, on the 2025 stamp issue. “For many people, once the Christmas stamps go on sale, the seasonal preparations can begin!” said Royal Mail’s director of external affairs and policy David Gold. “There’s something truly magical about this time of year, and these stamps capture that spirit perfectly.”
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NEWS TOP STORY
Budget ‘Better Than Feared’ Cardies’ disappointment over business rates and wage increases
Relief seems to be the Elliot Jacobs, main feeling from the who runs the 40greeting card strong UOE community over the stores and post latest autumn Budget – office group, said: but it’s not because the “The latest Budget news was good, more has indeed been a that it was not as bad letdown for as had been feared for retailers, offering Above: Chancellor Rachel Reeves’ business, though the minimal stimulus budget wasn’t too popular. Below middle: After all the speculation lack of news of for growth. David Byk was relieved when the business rate reform “While the clarity Budget was announced. Bottom right: Chancellor Rachel Reeves provided by and increase in in full flow. National Minimum business rates Wage present challenges. and investment allowances is David Byk, ceo of Ling Design, appreciated, they fall short of our Penny Kennedy, The Great expectations. Unfortunately, the British Card Company and The increasing wage costs and inevitable Gifted Stationery Company, rise in other expenses continue to commented: “My overriding view is make operating a retail location ‘thank God it’s done’. There had more challenging.” been so much speculation, At the Postmark retail group of scaremongering and doom 15 stores in London and Glasgow, expectation that it was curtailing md Mark Janson-Smith said: “The good behaviours. By the time we got Budget was pretty much as there it had expected and no real surprises been leaked due to all the leaks. The prior so wasn’t minimum wage going up will, well executed at of course, add additional all and ‘better pressures and we still await than feared’ full clarity on business rates, would sum it up. but the early signs aren’t too “There were promising, so the headwinds some good look to continue!” things for At Cards & Gifts in business with the new permanently Dronfield, owner Carl Dunne was lower business rates multipliers for scathing on the minimum wage smaller businesses which will help increases, pointed out: “Now fuel will our independents, but this upside is go up because the wages to deliver balanced by yet more minimum the fuel is going up, food will go up wage increases which makes it because again the staff wages are harder for all. going up, and so on.” “We really need good consumer Summing up, Danilo md Daniel sentiment especially at this vital Prince commented: “It is, yet again, trading time coming into Christmas not a budget to help businesses, and this may have been achieved in and especially retailers who employ the short term which is how the lots of staff.” markets reacted but, with high inflation, more people paying more tax and low growth predicted, this was not a budget that is good for the longterm future of the economy in my view.”
Card shop openings Cards Direct, Cardfactory, Postmark and indie Taylor’s Cards are among the cardies who have been expanding of late. Cardfactory has had a very busy month with three relocations and four new openings Above: Postmark now has 16 stores around London and taking its store estate Glasgow with the Canary to 1104 across the Wharf opening. UK and Ireland. Below: Huddersfield is the latest location for Cards Direct. At Cards Direct the company has been busy this year with new store openings, among the latest in Huddersfield taking the Hemel Hempstead-headquartered independent retail group to an 88-strong estate. Meanwhile at Postmark, it has recently welcomed a Canary Wharf store into the family, which takes the group owned by Mark and Leona Janson-Smith to 15 outlets in and around London, plus one in Glasgow. And over in Debden, Kevin Taylor has completed the move of Taylor’s Cards across the road, expanding its cards, gifts and balloons offer into a larger footprint.
Antiques Roadshow’s early Scots Christmas find A recent BBC Antiques Roadshow episode featured a set of unused Scottish festive and new year cards understood to have been printed in 1841 – two years before Sir Henry Cole’s famous release of the Christmas card design he commissioned, had 1,000 printed and put on sale. While festive greeting cards and Above: The owner inherited the 1841 letters had been exchanged for many cards from her greatyears, the co-founder of the Victoria & great grandfather. Albert Museum’s version is Below: Expert Justin Croft (right) valued the acknowledged as the first haul at up to £2,000. commercially-produced Christmas card, but the owner of the new contender said on the BBC programme that they belonged to her great-greatgrandfather who was doctor and surgeon to bookseller Charles Drummond, from Leith. In the TV recording at Hill of Tarvit Mansion Garden in Fife, antiques expert Justin Croft was told: “He was also a printer, and he produced these in 1841 and put them in his shop window.” Justin commented: “They've survived in really brilliant condition… These designs are fantastic. They're cheeky, they're funny.”
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NEWS TOP STORY
Earlybird Legacy Continues Heidi and Dom sell Earlybird shop to Hannah A new chapter’s about to begin at independent card shop Earlybird as owners Dom and Heidi Early have decided to step away from the retail side of the business, selling the Stoke Newington store to multi-talented manager Hannah Sharman. Hannah will officially take over the reins of the London bricks and mortar store on 1 January having spent four years working closely alongside Heidi. While Dom has always concentrated on the card publishing side of the business, which is run from Canterbury in Kent where the Early family live, from the start of 2026, he will be joined by Heidi full time. Commenting on the change, Heidi said: “This has been a massive decision for us but one that feels absolutely right. Over the last four years, Hannah has worked closely with us to develop the shop, help bring the initiatives we run to life, create and install stunning, eye-catching window displays and, most noticeably, to win awards! While doing all of this Hannah has been doing the best thing about running an indie shop – connecting with the customers and
Left: Hannah (centre) with Heidi and Dom outside the shop. Below: Heidi (left) handing over the keys to Hannah.
community. So, it feels like the natural next step, to make the shop officially her own baby.” It was Hannah who represented Earlybird at The Retas greeting card retailer awards back in July at which she collected the trophy for Best Independent Greeting Card Retailer London, as well as being a finalist in the Best Independent Greeting Card Retailer Initiative for its Happy Card Project. Born and bred in Stoke Newington, Hannah’s very excited to call herself a shop owner: “I’ve grown up with Earlybird so to call the card shop my own is a dream come true. I can’t wait to continue to build on what is a truly much-loved local business.” Hannah's official new business will be called Earlybird Cards & Gifts while Heidi and Dom will remain as Earlybird Designs, which will continue to supply the shop with cards and the couple will mentor Hannah.
Widdop and Co to acquire WPL Gifts Giftware company Widdop and Co is acquiring the Above: The two companies will brands, stock and still trade independently. ongoing distribution of WPL Gifts, with the first joint collection to be launched at Spring Fair. Describing it as “a strategic move that expands its portfolio of brands and strengthens its position” in the home and gift industry, the acquisition will take effect from 1 January 2026, with the WPL ongoing product ranges being fully integrated into the Widdop and Co family. Widdop’s ceo Stephen Illingworth said: “We’re thrilled to welcome WPL Gifts into the family. It has built a respected name in the industry, especially for impulse gift solutions, and together we see enormous potential to build upon that success. “The collaboration will allow us to combine WPL’s distinctive product development expertise with Widdop’s world-class distribution, design, and customer support.” Although the two businesses will trade independently with separate sales teams and websites, the WPL team will work closely with Widdop’s in-house product and design departments to evolve the brand for its next phase of growth, with a focus on contemporary gifting, trend-led design, and new formats tailored for independent and multiple retail partners alike. Chris Noble, WPL’s managing director added: “We thrilled to secure WPL’s future and increase the exposure and distribution of our ranges around the world. This arrangement will ensure we can focus more time on new product development from 2026 within the stronger and broader Widdop supply chain and distribution infrastructure.” The first integrated WPL x Widdop & Co collection will debut on the Widdop Village at Spring Fair, which runs over 1-4 February at Birmingham NEC.
Windles Group earns B Corp status Already respected for its sustainability credentials, greeting card printer Windles Group has gone a stage further by adding B Corp accreditation to its list of eco honours. B Lab, the not-for-profit organisation behind B Corp, has certified Thame-based printer Windles as having met rigorous social and environmental standards which represent its commitment to goals outside of shareholder profit. “This has come through the hard work of the team to establish excellent working practices in efficiency, sustainability, meticulous planning and always one eye on the future so that we can minimise the ecological impact on our site, the surrounding local area and indeed the wider world that we
live,” said design director Ian Kear-Bertie. Windles joins others in the greeting card community with B Corp status, including Ohh Deer, Caroline Gardner, Wrendale Designs, Foilco, Eight Days A Week, GF Smith, Good Tuesday, Paper Culture, Paper On The Rocks, Bloomin, A Beautiful Story, Vissevasse and Talking Tables. Windles’ sales rep Sarah Clements, who closely with the B Corp team said: “It was important for us to obtain B Corp status to support publishers and greeting card companies who have already achieved the certification and to provide a manufacturing solution for those who wish to use a B Corp supplier.”
Above: Windles’ Sarah Clements has been instrumental in gaining the accreditation.
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Introducing 2026 Spring Designs View the full collection at www.alljoydesign.com
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NEWS Spot the Christmas cards
TOP STORY
Festive Feelings
Fingers crossed that the early sales start is sustained Cardies have been putting their best festive feet forward as retailers’ stunning window displays and initiatives have been beckoning shoppers in to get Christmas shopping off to a decent start, social media has been abuzz with Festive Friday frolics, while on top of multiples’ TV adverts, Royal Mail’s campaign is promoting Christmas card sending like never before. On December 1, John Lewis told the BBC News that its boxed Christmas card sales were up 13.5% on last year with this early festive cheer being echoed by other retailers. On the back of cracking sales of Advents, House of Cards’ co-owner Nigel Williamson reported that Christmas trade in its seven shops in the Home Counties was “steady. We did really well with boxed cards last year and feel this will be repeated this year.” Further north, Sonya Haandrikman-Sibbald,
Above: House of Cards is off to a decent Christmas trade start. Below: Aga Marsden of Highworth Emporium promoting Festive Friday on social media.
co-owner of Celebrations in Carlisle was rejoicing in having seen “a really strong start to Christmas 2025. I believe shoppers are starting earlier and earlier in order to spread the cost.” This sentiment was echoed by Caroline Ranwell of Hugs & Kisses in Tettenhall: “Christmas trade is good so far. It’s started early and I think this is because people want or need to spread the cost out.” (See pages 25-27 for more retailer revelations about Christmas trade patterns)
ArtPress’ golden addition It’s a golden time at ArtPress. Not only is the publisher celebrating its 15th birthday, but it has appointed Katy Golden as its new head of sales. The London-based company which was started on a kitchen table by directors Ann Viney, Janie Markham and Linzi Russell-Watson are delighted to welcome Katy on board. Katy has been in the industry since 2004, moving recently from Portico Designs after four years as national accounts manager, and previously to that was with The Great British Card Company as national accounts manager and head of gift, and also spent 10 years with WHSmith buying for several stationery categories and as commerce category manager for stationery and gifts on the retailer’s website. Linzi commented: “Katy will be integral to building on our existing base of independent retailers, multiples and international accounts as well as actively seeking new prospective clients and opportunities. She brings the unique dual understanding from both the sales and buyers prospective, which is a rare combination, and I’m sure will prove to be a valuable asset – the future is looking Golden!” Sharing her excitement, Katy said: “ArtPress’ passion for art and design is truly inspiring, values that resonate deeply with me. I’m looking forward to working with their fantastic customers and showcasing the stunning collections of such talented artists.” “It’s a fantastic opportunity to bring my experience in buying and account management to the table, and to Above: Katy is the new head of sales help ArtPress expand its market presence.” at ArtPress
While be-baubled and tinselled trees and lights abound in many of this year’s TV ads, only a few have any hint of a Christmas card. Tesco has come out tops of the big boys with the first of its That’s What Makes It Christmas ads, featuring Christmas cards twice. Celebrating those comically awkward moments that make Christmas, Christmas, it has a daughter querying why her dad is writing cards to people he barely knows but he says: “It’s Christmas, it’s what you do. Barbour’s Wallace & Gromit Christmas commercial collaboration features the plasticine duo exchanging gifts with cards prominent on the mantlepiece while Morrisons’ A Year In The Making short, shows how the supermarket works all year round to ensure a family Christmas, and it ends with the celebrations in an ordinary house with the Christmas cards strung across the display unit. In Waitrose’s skit from Love Actually, the rom-com Kiera Knightley is famous for, the actress stars as herself alongside comedian Joe Wilkinson playing bearded nerd Phil, who woos her after meeting at the deli counter. Although there are no cards in Kiera’s home there’s a glimpse of a few on the sideboard as Phil is on his sofa in his house. Meanwhile Asda’s telling of how The Grinch dad realises he really loves Christmas, it ends with a full family festive feast with Christmas cards seen on the sideboard.
Above: A still from a Tesco festive ad.
Moonpig appoints new CEO Moonpig’s new ceo Catherine Faiers posted that only “something exceptional” would have made her move jobs, and “the opportunity is just that” at the online greeting card retailer. Stepping into big shoes in the wake of Nickyl Raithatha’s departure after seven years in the role, Catherine said she’s Above: Catherine is excited to be joining the leaving Autotrader to group, which includes gift join Moonpig. companies Red Letter Days and Buyagift as well as the Greetz online card retailer in the Netherlands, as it has “a clear purpose, a strong platform and an exciting future” and she added: “The group has transformed the way people connect and celebrate through technology and creativity.” Catherine will be leaving her job as chief operating officer at Autotrader, for whom she has worked for eight years, to take up the Moonpig role. She was previously coo at Addison Lee, corporate development director at Trainline and a director at Close Brothers Corporate Finance.
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Greetings cards with a little extra character...
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We are looking for a talented and highly motivated Business Development and Account Manager to join our dynamic and growing team at Cath Tate. The Account Manager will be responsible for managing and nurturing key customer relationships; building relationships with new clients; driving sales and brand growth. You will have... ★ A proven track record of successfully managing large accounts and achieving sales targets. ★ At least three years’ experience in a similar role in the greeting card industry and or gift industry, selling B2B. ★ Exceptional communication and negotiation skills with the ability to build lasting relationships with customers and internal teams. ★ An understanding of how ‘on the road’ sales teams work ★ Excellent organisational and time management skills, with the ability to manage multiple accounts and projects simultaneously. ★ Experience working at trade shows ★ A creative mindset with a keen eye for design trends in greeting cards. ★ Finally - a sense of humour is vital! As a team we work hard but don’t take ourselves too seriously!
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For more information please contact Terry Johnson on 07773-389784 terryjohnson@veb.com.hk
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How to apply: For a more detailed job spec visit our website cathtatecards.com/pages/work-with-us Email your CV and cover letter to jobs@cathtatcards.com
01/12/2025 13:02
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NEWS NEWS IN BRIEF
TOP STORY
Sad Death Of Stuart McKay
Much loved former UKG boss and Simon Elvin director has died The true legend that was Stuart McKay, the retired as ceo of UKG in 2018, but saw former md of UK Stuart frequently until just Greetings’ Carlton before his death said: “I first Cards, director of Simon met Stuart in 1991 when he Elvin, Paper Rose and was appointed md of the then Birthdays died Carlton Cards. It was a unexpectantly recently, particularly challenging time for aged 79. the business, but during the Managing director of next few years Stuart Carlton Cards, as UK transformed the company into Greetings was then, from Above: Stuart McKay pictured at Paper a successful business with Rose in 2019. the early 1990s to 2004, Below: (right-left) Cardzone’s Paul and improving sales, profitability Chris Taylor, Gary Rowley and Stuart McKay and customer service. He was Ceri Stirland, UKG ceo at a Henries awards event. international said of Stuart instrumental in the acquisition “Under his leadership, the organisation went of Camden Graphics into the group as well from strength to strength.” She underlined as Hanson White. We had some terrific how Stuart “was committed to the expansion years together as Carlton Cards and then of the UK creative and product functions, and UKG, growing market share and its reputation the investment in new technology. He will be for innovative product. remembered with respect and appreciation.” Stuart was an extremely hard working, Stuart’s working career spanned both the conscientious person who enjoyed immensely publishing and retail the greeting card industry. I sides of the greeting will miss him as both a card world, his mentor, colleague and friend.” immense contribution Adding his words about the marked by him loss, Simon Elvin summed receiving The Henries up Stuart as “a true Honorary Achievement gentleman. His experience award back in 2003, and wisdom were truly but he continued beneficial to us in expanding working in senior positions in the industry until our business where he arranged the he retired in 2020. acquisition of Paper Rose and Polytint. More In addition to his many years at UKG, in than just his accountancy background, Stuart 2005-2006 Stuart oversaw the initial was a true ‘people’ person who cared about integration of the Birthdays chain of card everyone at every level.” shops into the Clinton Cards group. And in Also paying tribute to Stuart’s calibre as a 2019, as chairman of Paper Rose and noncolleague and a person, Paul Taylor, ceo of executive director of its parent company Cardzone group said: “Stuart worked with us Simon Elvin, he oversaw the acquisition of for many years as a non-executive and was a Grass Roots, re-introducing its Write From great asset at the time in the business. The Heart brand, which launched at PG Live He had a wealth of knowledge, was a that year under the Paper Rose umbrella. very warm charming character, but could Sharing a few words about his good friend also be extremely tough when he needed and former colleague, Gary Rowley, who to be!”
• A whole new product line has been pieced together at publisher Holy Mackerel with the launch of its own range of jigsaw puzzles. The first 1,000-piece puzzle is based on an image of co-owner and big knitter Katie Meeke’s cosy handcrafted socks, hats and gloves.
Above: Holy Mackerel co-owner Sarah Hopkins, doing the puzzle with their mum.
• Meg Hawkins’ licensed collection with Widdop and Co of Christmas tree ornaments, candles, tea towel, mug, Above: A selection of the apron, diffuser, new Meg Hawkins Barnardo’s products from and note block Widdop. will be raising money for Barnardo’s children’s charity.
• The Art File has reached a significant milestone on its sustainability journey, having planted over 10,000 trees with the B Corp-certified Above: The Art File marked climate action the Ecologi milestone on social media. platform Ecologi as a result of sales of its greeting cards. The partnership has seen 10,112 trees planted so far, the removal of 3,09 tonnes of CO2 from the atmosphere, the restoration of 50m2 of wildflower habitats in the UK, and verified carbon avoidance projects preventing 16 tCO2e being emitted.
1973 to publish Short Talk under licence Distance is no obstacle for publisher 1973 when it comes to forging partnerships with brands to add to its portfolio, as its latest collaboration is with letterpress company Short Talk, that hails all the way from Melbourne, Australia. From its base on the UK south coast near Brighton, the publisher will offer a selection of Short Talk greeting card designs, produced under licence on its own in-house letterpress machines from January 2026. As to how it came about, James Emmerson, who co-owns 1973 with wife Emma said, “We were talking to our distributor in Australia, who also owns some shops, and he flagged up that Short Talk was his bestselling card range. We agreed that it was a lovely brand and that they produce some
really cool letterpress cards, so we got in Above: A Short Talk letterpress design. touch, and it’s all now Above right: Short Talk founder Jess Head. happening.” The design-driven greeting card brand is based in Melbourne and powered by Jess Head. Jess describes her Australian word gifting brand as “borne out of a nostalgia for the written word”. 1973’s ability to produce the cards in the UK in-house using the same vintage letter presses Short Talk uses in Australia was the deciding factor. “We knew they spoke our language,” said Jess.
FOR THE LATEST NEWS VISIT PGBUZZ.net PROGRESSIVE GREETINGS WORLDWIDE 19
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OVER THE
COUNTER
BY DAVID ROBERTSON OF JP POZZI, ELGIN AND BUCKIE.
It All Ads Up
Retailers’ Christmas TV adverts collectively represent the most significant marketing campaign for the festive season, kickstarting Christmas spending. I am still waiting to see Clintons, Cardfactory or Scribbler go for it with their own Christmas ad, which I would love to see, but would it make a difference? It got me thinking about how we indies can most of marketing for our businesses. Even though I am located in the far North we do have some amazing marketing and branding people working in the area. Two such companies are CP&Co, who handle all our web, ads, signage etc and B is for Brand, run by Ailsa and her team who I have got to know through the Chamber of Commerce Most small business that I speak to are a little bit haphazard when it comes to marketing. I think previously SME businesses were nervous about the cost. Social media, TikTok and Live Video have transformed marketing and, in some cases, have made stars of the business owners. For small businesses with brand and messaging, consistency is key. It helps having a clear picture in your mind of exactly what you plan to do and how. There are lots of ways to think about this and lots of apps out there to help, but what you really need to do is be true to yourself and your business. 20 PROGRESSIVE GREETINGS WORLDWIDE
Being genuine in business is perhaps something that you would expect, but having a genuine voice is so important. I have had this conversation a lot recently as AI continues to permeate what we do. Job applications are now a breeze, creating documents to satisfy fire regulations are done in the click of a button. Now while the latter makes total sense, saving lots of time, the former still needs to sound and represent you and to get AI to do that takes a great deal of early input. Regardless of whether you want a chat engine to do the hard yards for you or not, you should understand the following marketing headings and also the impact that they have on your business Define what your business is… Why does your business exist? What is the end goal? What are your values? What is your personality? Left: Above: The branding of Pozzi’s new coffee cup holders includes local references.
Top: David was the focus of an article in Press & Journal (P&J), a daily local Scottish newsfeed. This pic as well as others featured here are courtesy of Jason Hedges/DC Thomson. Above: While the Pozzi business has evolved, it still delivers newspapers to 500 homes daily.
Understand who you are selling to… Create customer personas - what type of people are you appealing to/trying to bring into your store? Craft your visual identity… Logo, colours, typography and images - use them everywhere! Think about your style and what you are trying to say. Develop your brand voice… When people read something from you or watch a video, they should almost hear the owner/company speaking. Be digital… Offering access through the web or social channels is super important to reinforce all of the aforementioned. Consistent experience… Everyone should follow through and give the same level of help and knowledge at all times. Whether it be in store or via the web.
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OVER THE COUNTER And you need to constantly evolve, staying We know our customers and so tailor our relevant and real which means looking at product selection, buying with them in mind. each part of the process, tweaking and When an ad like the JL one hits home, it changing as needed. really hits home, countering the worry that Newspapers used to represent a huge part we could lose those connections of our business and even now we still deliver to both people and things in a papers to over 500 houses a day. This gives digital world. us lots of advantages, such as regular One of my strongest Above: The clinch moment between father and son on income, regular customers and footfall but this memories as a boy is the John Lewis Christmas part of the business is facing large challenges. playing snooker in our advert. Right: The vinyl of the The customer who enjoys print is ageing converted loft with my dad Alison Limerick song which featured on the JL and, in some cases, sadly dying. The while we listened to Kenny advert has now sold out on the store group’s website. workmen who were the lifeblood of a Rogers, Rod Stewart and The newsagent have changed as well. To reflect time to a life before kids and also when his Beatles. We would talk, play and connect. the changing patterns, we will shortly son is young and of course dad is a hero. It When everything is throwaway and on a announce that our opening time will be 8am. really struck a note as my young lad is three phone that doesn’t happen. The one time it This has moved from 6am pre-Covid and has and I worry about staying relevant as he probably does is Christmas where games been 7am for the last four years. We are grows and I get older. make an annual appearance and families also seriously looking at whether the shop The struggle between teenagers and meet up and connect. opens at all on a Sunday and to operate parents is shown in a real way which is This is why I want to build LEGO with my winter hours. touching but not twee. son. This is why I have kept the cards my There are lots of reasons for our changes, Now the clever part I was guided to by B is wife and I have given him. Real things including staff challenges and costs, but what the Brand is that if you go to the JL website matter. As a good pal of mine says all the we are likely to lose as result of these and search for vinyl records the first one that time: “They are not clutter or junk”. They are changes will be minimal. comes up is the song on the ad. connections and memories and stories. When we started we were called J.P Pozzi I knew JL sold record players, but not vinyl The John Lewis ad ends with the line… Newsagents but many gift itself and in reality, it ‘If you can’t find the words… find the gift’. and card companies didn’t probably didn’t before this There is no pricing or hard sell. You know want to deal with a year’s festive ad. The JL will price match. You know their newsagent, so we quietly selection on offer is a real customer service is excellent. Basically, you dropped that element in curated mix of what know exactly what the brand stands for. our name years ago to people in their 40s and So, I ask you, do you know what your become J.P Pozzi and 50s listen to but is also brand stands for? Do you have that then just Pozzi. This all appealing to a younger consistency of message and service? aligned with new logos, generation being Of course this is difficult to establish, but Above: Some Pozzi Christmas marketing. which are now seven turned onto 90s recently I was heartened to learn what years old. culture. It is about connecting generations. people think of our business. I featured in I am always encouraged when working with Someone has spent a great deal of time an article talking about the changes in the Phil at CP or Ailsa at B that they planning and researching all of this. They business and among the many likes, shares acknowledge that we really know who we are haven’t just used demographics and tried to and comments there were a lot from and that what their expertise adds is the extra hit a theme. They have looked at what shapes strangers, such as: “A brilliantly run family part that maybe we can’t reach. a person’s emotional world and having got it business - a great testament to what hard For example our new coffee cup design is right there is an odd feeling of that brand work and passion/love for local community all about the community and we have hidden knowing us maybe too well. It feels almost can achieve”. little things relating to the business within the like we are being ‘seen’ by them. These comments were all very touching design. These all have a significance to our In the greeting card world people who really and recognised clearly what we are trying to story as a business. buy and love cards will have favourite do, and without a £multimillion ad campaign! Some of the best examples of companies designers and styles. They will This year has been one Below: Just some of the Christmas love in David’s shops. knowing their own voice and their own story buy a card because it either of tremendous pressure for are through the Christmas adverts. My appeals to them or they know it small businesses like ours, favourite this year was from John Lewis, will land well with the person from rates to PAYE to the which is a triumph in micro-niching. At B, the that they have bought it for. Jellycat shortages, but team always say when you speak to everyone Cards and music are all fashion we’ve coped and risen to no one listens, but when you talk specifically that is why they continue to the challenges. So, I’d like to someone, everyone wants to hear. The JL thrive. to wish all readers, friends ad is a masterclass in this, storytelling to a This is why different card and colleagues a great tailored sector. shops and different types of festive season. l To contact David email: In this case, a teenage son buys his dad a card sellers have survived. This jppozzi@btconnect.com vinyl record of a favourite club track from the is why card shops in general 90s (my era!!). The dad is transported back in don’t try to appeal to everyone. PROGRESSIVE GREETINGS WORLDWIDE 21
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cardsharp
Funny Ha Ha or Funny Peculiar? As regular PG readers will know, Cardsharp takes a keen interest in current affairs and popular culture, and often finds parallels with what is happening in our greeting card industry. And the current state of UK and US politics made him realise the importance of one vital overlooked ingredient that is key to both greeting card and political personalities - the whole subject of humour. Cardsharp reflected on the personality of the key successful politicians in recent years. What do many of them have in common? Yes, it’s humour. Whether it was Boris Johnson talking about ‘Wiff Waff’ or appearing on Have I Got News For You?, Nigel Farage smirking over a foaming pint, or Below: Donald Trump and Boris Johnson depicted on Politically Incorrect cards from Really Wild Cards.
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Donald Trump's ridiculously long clown ties, died combover hairdo and fake tan face, we remember these. And what do most people remember about the UK’s most famous Prime Minister, Winston Churchill? Of course, leading the nation through our finest hour, but also him dressed in a baby style romper suit brandishing a gangster Tommy style machine gun or his witty catty comments about his political opponents. And the way in his wartime speeches he used to deliberately mispronounce the word Nazi as “Nazzi” for a comic effect. Cardsharp is not in
any way passing any judgements on their morality, fitness for office or their policies, just that the impact they have made and their previous success with their respective electorates. And surely a perceived lack of a sense of humour has been responsible for the unpopularity of past Prime Ministers like Edward Heath, Gordon Brown, Theresa May and the current incumbent, Keir Starmer. The truth is, outside the bubble of the media most of the population is pretty ignorant and disinterested in politics and often saying or doing something funny or eccentric is the only way to cut through to the public. Which set Cardsharp reflecting on the enduring popularity of humour cards in the UK. In a crowded market they shine through. They are what people remember. They stand out from the crowd and good ones have an authenticity about them. Take Ed Davey, the Liberal Democrat leader. He tries to get noticed by all kinds of stunts and statements, but to Cardsharp it seems a bit faked and forced. That is not necessarily a bad thing in
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Far left: The Grey Earl card that was sent to Nicola Sturgeon, then Scotland’s first minister for her 50th birthday which was a nod to a moment during the 2012 Olympics when Boris, then the Mayor of London, appeared on a zipwire waving Union Jacks. Left: A Kier Starmer Christmas design on Scribbler’s website.
itself. As The Henries’ finest host in Cardsharp’s opinion, the late great Bob Monkhouse famously said, “If you can fake sincerity, you have got it made”. But only a master like Bob could fake it, achieved after years of honing his art. And that is very true when you look at the heritage of humorous cards in the UK. It is generally recognised that this is the most under retailed category and PG’s recent annual Retail Barometer revealed that humour was once again the fastest growing category for independent retailers consistently. Over the years so many publishers have dipped their toes in comedic waters, but so few of them with lasting success. Right: Emo’s Norbert & Val range was in the finals for The Henry Cole Classic award in The Henries this year. Below right: Rosie Made A Thing’s Babble range won Best Humorous Range in The Henries this year.
It seems to be the same enduring brands and publishers that have performed over the years. Clearly great greeting card humour can’t be faked. Which brings us to one of the masters of humorous cards, Emotional Rescue. For more than 35 years Emo, as the company is affectionately known, has developed enduring humorous brands. People have analysed the publisher’s success in this field for decades and tried to pinpoint why their humour cards consistently outperform so many others in the market. Yes, reflects Cardsharp, they nurture and protect their brands as if they were new-born babies and yes, every card goes through rigorous testing before hitting the market. But there is something more to their success to that. As well as the originality of their formats and the skill of their copywriters, they just know the exact sweet spot that will make a humour
card sell and you can’t fake that. But Emotional Rescue is not the only one. For even longer, Giggles, originally launched by Hanson White, but for the last two decades a UKG brand has consistently performed and is a perennial favourite in so many greeting card displays. There are other humour specialists that have consistently performed over the years. Cath Tate, Pigment and Paperlink for over three decades for instance. Brainbox Candy, Dean Morris, Redback and Ohh Deer! have more recently carved niches, such as risqué and quirky humour. And then just think of the successful retailer Scribbler. When you mention Scribbler to the average punter, the first thing they will probably associate with the chain is rude or risqué greeting cards. And what about one for the real publishing successes of the last decade, Rosie Made A Thing. Why do RMAT ranges hit the mark so successfully. Is it the artwork? The plethora of different reasons for sending? Or the mixture of both verbal and visual humour? Or a combination of all of these factors? Or Rosie’s ability to spot new memes that connect with the public? But where does the enduring success of humour cards come from? questions Cardsharp. Nearly everyone loves a smile and a good giggle. And it is a very British thing to crack humorous insults and make fun of mates and
loved ones. And perhaps all the depressing global and domestic news and the troubled state of the economy means that people just want to be cheered up. And it is a humour that doesn’t easily translate other than in Australia where UK humorous designs are hugely popular. Cardsharp remembers a few years ago talking to a Mid-Western American publisher about UK greeting card humour. He was astonished. “You guys make jokes about alcohol abuse!” he said incredulously. Admittedly with more of the younger generation in the UK eschewing booze, the percentage of cards with wine and beer jokes no longer dominate as previously, they
Above: A popular Holy Flaps design from Redback Cards. Above right: A politically centric Running With Scissors design.
still constitute a fair percentage of the UK humour offering. But the million pound question. What makes a humorous card sell? is one Cardsharp can’t answer. It not necessarily the gag. Some of the most rib-tickling cards are often outperformed by more anodyne offerings. Nor is it necessarily the format, although a recognisable format does help establish a kind of brand identity. One thing for certain concludes Cardsharp, humour is indeed a very serious business… just like politics should be!
Right: The Allies, the famous statue of Winston Churchill and US President Roosevelt. PROGRESSIVE GREETINGS WORLDWIDE 23
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VIEWPOINTS Inset: A scene from the 2025 John Lewis Christmas ad.
With all the multiples’ and grocers’ Christmas TV adverts out there, each hoping to work their magic with the public, PG peeked at some indies’ Christmas windows and asked what they are doing to promote their Christmas selection this year, without the £7 million budget John Lewis had for its advert!
windows on christmas Sally Matson, owner of Red Card and Little Red in Petworth Window Shopping: “Both my shops have two windows and both are having preChristmas windows and then the final Christmas windows will go in in the first couple of days of December, ready for Petworth’s annual late night shopping event on Saturday 6 December. Little Red has amazing foliage around Above: Sally Matson (left) and right one of the windows which is done by a hand woman, Karen West in Red local business and gets great feedback. It Card. Below: The amazing foliage will remain in situ until just after around Little Red’s main window attracts shoppers. Christmas. Right: Shoppers got in the In Red Card, we are having a Christmas mood early in Petworth, helped by Little Red’s first birthday Nutcracker window on one side, and then event. our Christmas Wishing Tree on the other. The latter is a special project that started three years ago and now our customers eagerly ask us when it will be in the window. We work with Kirstie who is the resident's activity manager at Petworth Cottage Nursing Home. She tells us a little bit about each resident, and we hang a tag on the tree with their first name and interests on it. People then take a tag and buy a gift for that person. We give them a piece of wrapping paper, and they return the wrapped gift and place it under the tree - we end up with a window full of gifts under the tree and then we deliver them to the nursing home a couple of days before Christmas.” Christmas Marketing: “At Little Red, I combined a 1st birthday party on 15 October with the launch of some of our Christmas stock - the party was for residents and businesses in Lombard Street where the shop is
located. I give all residents a 10% discount permanently as this is a special street and has more residents than businesses. For the late night shopping event we will have a stall outside Little Red (the whole street is full of matching market stalls) where my daughter Adie and her girlfriend Ella will be in charge of our embossing machine, printing people’s initials on leather keyrings and luggage tags throughout the day. The town also has some live windows on this date, and although we can’t fit anything live in our windows, we are going to put a Little Red Riding Hood scene in one window and then inside the shop we will have grandma on a rocking chair dressed as the wolf. ‘Grandma’ is one of my team member’s 86-year-old mum and she is sooooo looking forward to dressing up! On the late-night shopping event, we ask people to donate to the Petworth Food Bank. When people donate, we ring our jingle bells very loudly, which makes the whole thing self-perpetuating, as people ask what the bells are for, and then they feel obliged to donate!” Festive Feeling: “The pre-Christmas sales in both shops are going well. Little Red is 50% up on last November, which I would expect as it is a new business and there is a lot more stock in the shop than last year. Red Card is sitting at the same level, which is pleasing as there are now three more businesses in town selling cards and gifts than there were last year. The stock in Red Card is much more focused than last year - opening Little Red as a brandbased store has helped me to focus on this element more at Red Card and it is definitely working.” A Santa Wish: “My personal Christmas wish for Santa is for people to be kinder to each other.” PROGRESSIVE GREETINGS WORLDWIDE 25
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VIEWPOINTS Heidi Early, co-founder of Earlybird Designs Window Shopping: “We opted for a gingerbread house theme for our Christmas window this year. It’s cosy, it’s homely and harks back to traditions, which is something we are really seeing customers lean into. Hannah (Sharman, our shop manager and soon to be owner) worked her Christmas Above: A cardboard gingerbread house takes centre stage in magic with some Earlybird’s window. Right: Earlybird is heavily involved in cardboard she saved from the Stokey Winter Fest. a delivery earlier in the Fart right: A Real Hackney Dave Christmas card pack which Earlybird year to create the house. is selling to raise money for the Hackney Night Shelter. Her nephew is already excited about the prospect of adopting the house once Christmas is over The brown tones of the house contrast starkly with the deep red of the letterbox that we’ve resurrected from last year. The plan is the two together really resonate with customers - the love of Christmas traditions like making yummy food together and Christmas card writing. Gingerbread men card designs from suppliers, including Stormy Knight, Penguin Ink and Me & McQ are already going down a storm.” Christmas Marketing: “We are part of the local business community’s Stokey Winter Fest again this year, which takes place on
Anne Barber, In Heaven At Home, Market Harborough
Window Shopping: “Our Christmas windows this year are a mix of traditional and contemporary with a classic snowy tree decorated with modern paper baubles and a drinks trolley serving cocktails in fabulous, Above: Anne Barber in the festive doorway of the double-fronted In coloured glasses and a Heaven at Home store. window full of Highland cows! We wanted to try something a bit different this year and it seems to have been well received.” Christmas Marketing: “Oh yes… we are now open seven days a week and have a late-night shopping event on Friday 28 November, Hazel Kaye Beauticians’ Christmas Shopping event on Monday 1 December and the Christmas Fayre on Friday 5 December. I’ve also upped our social media to twice daily posts and reels and I’m being a bit braver and featuring myself in the posts, including more speaking directly to the camera to tell customers all about our lovely new things.” Festive Feeling: “Honestly, it’s been a bit of a slow start. Saturdays have been very busy, but the weekday rush hasn’t started yet. I think everyone was worried about the Budget. We are however still confident it will be a great Christmas and are bracing ourselves for a late rush in December.” A Santa Wish: “For no-one to be alone at Christmas.”
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29 November. Together with fellow local independent businesses we put on a local free event with carol singers, a jigsaw trail and Santa’s grotto (with gifts donated by Earlybird suppliers). It’s a lovely day that really brings families out and about, plus we raise money for the Hackney Foodbank. We are also selling Christmas cards in aid of the Hackney Night Shelter again this year. We have the legendary Real Hackney Dave designs that we launched last year, plus the charity has worked with two other local artists this year, so we’re selling those too. Last year we donated over £500 to the charity through profits from the sale of the cards so we’re hoping to do the same this year.” Festive Feeling: “So far overall Christmas card sales, both packs and singles are strong. We got our selection out two weeks earlier this year to encourage customers to spread their spending and it definitely seems to be working.” A Santa Wish: “My one wish this year would be that customers reject the noise and manic consumerism of Black Friday and instead opt for an indie Christmas. If each person made a conscious decision to change one of their purchases it would make for a very happy, colourful Christmas for all.”
Caroline Ranwell, owner of Hugs & Kisses, Tettenhall Window Shopping: “I have gone for another Winter Wonderland White and Silver theme for my Christmas window again this year… we don’t sell a huge amount of Christmas decorations so really it’s all about enticing customers inside with a beautiful display. This year I have included lots more lights so that it really sparkles and also added lots of candles (remote control) to add even more lights, so I think it’s really pretty at night.” Christmas Marketing: “We are holding a Christmas shopping evening, something we have done ever since we opened. It’s usually well attended by our regular Above: The Winter customers plus of course family and friends. We offer Wonderland window in Hugs & Kisses. everyone a glass of fizz and a mince pie, samples of our Below: Caroline and Jon Ranwell in sparkling mode delicious Belgian chocolates plus discounts on all at the recent Henries purchases. It is advertised all over our social media which awards. seems to work really well. We also open late for the Tettenhall Christmas Lights Switch on, which is a huge event on the Village Green opposite the shop. I will also be posting on our social media accounts to show new stock, but at this time of year we just don’t have much spare time and the shopfloor has to come first.” Festive Feeling: “Christmas trade is good so far. It’s started early and I think this is because people want or need to spread the cost out. As always, I’m sure it will go absolutely crazy in December! Fingers crossed we will finish the year up on last year!” A Santa Wish: “My personal wish for Santa would be for a bigger shop! Seriously though I would just like a really busy year next year and I hope the government stops making things so difficult for small businesses.”
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VIEWPOINTS Sarah Laker, owner of Stationery Supplies in Marple and Wilmslow
Window Shopping: “This year I wanted to create a window that celebrates the joy of sending handwritten Christmas cards. I was aiming to create a cosy, nostalgic scene built around the idea that there is real magic in putting pen to paper. So, I designed the window as an inviting little Above: The Stationery Supplies writing corner, complete with post box, twinkly window in Marple encourages lights, handmade decorations and a frame to Christmas card sending. encourage customers to take photos. I was aiming for warm and traditional where everything is centred around encouraging people to slow down, write a card, and spread a little joy.” Christmas Marketing: “Yes! I’ve been putting a focus into card writing across my social media and for the third year running I organised a Write Before Christmas event. It was a sellout with a waiting list, and it was a magical evening with Christmasy drinks, cake and card writing galore at a local cafe while Sara Starling, a newly published local author, read her audiobook to us. Alongside that I've been advertising Christmas essentials and gifts.” Festive Feeling: “Christmas trade has got off to a positive start; customers are loving the window and our product ranges. So far, the Legami erasable Christmas pens are a winner, as are our ranges of quirky hanging ornaments. Customers are looking for thoughtful, but practical gifts alongside sparkly pens to write their cards with.” A Santa Wish: “I'd love Santa to sprinkle a little extra time into December! There's always so much to do and never enough hours, especially Above: The poster for when you run an independent Sarah’s Write Before shop, so a bit of extra time to Christmas event. Right: Christmas card enjoy the run up to Christmas writing while listening to author Sara Starling with family and friends would reading her book. be marvellous!”
Jo Sorrell, owner, Cardies of Stevenage Window Shopping: “We only got into Christmas mode after organising a huge High Street Halloween event (for over 600 children plus adults) and from decorating the High Street for our Above: Jo’s colleague Red Remembrance events (involving has handmade a pompom wreath in hundreds of plastic bottle poppies Cardies’ colours. Below left: With the that were made and planted). Labrador-centric nature of But our lovely Red has been Cardies, this Five Dollar Shake was always very busy decorating our windows destined to star on the store’s social media. to now send out the Christmas message.” Christmas Marketing: “Red has come up with a great plan for our social media campaign leading up to Christmas, instead of elf on the shelf daily antics we will have Labradors on a ledge up to all sorts of seasonal mischief.” Festive Feeling: “We have been steadily selling Christmas cards through October and November to our well organised customers, but always have a surge in sales once we hit the beginning of December. Advent cards, bumper boxes and cards for the grandchildren have all been popular with the early Christmas shoppers.” A Santa Wish: “My personal wish for Santa would be to send lots of snow on Christmas Eve once everyone has finished buying their cards and gifts. Partly, as we need some new photos of The Ponks having fun in the snow for next year’s Christmas cards!”
Sonya Haandrikman-Sibbald, co-owner of Celebrations, Carlisle Window Shopping: “I think it’s really important to keep an eye on fashion trends and ‘what’s in.’ The trending colour this season is certainly burgundy, so in our main window we’ve gone with a fashion-led theme, with burgundy, black and animal print, with red festive flowers and gift bags from Partisan. We have used Alice Wheeler handbags, wash bags and Zelly scarves. The idea being that it is on trend and in fashion which will grab shoppers’ attention. We also have another window featuring our deluxe Christmas crackers and boxed Christmas cards from GBBC and Ling. We regularly change our windows to keep shoppers interested, so they will both change again before Christmas! Also, as we are located just down the road from M&S, in order to attract shoppers’ attention we have some new huge light up reindeer beautifully positioned outside our front door with our Christmas trees.” Christmas Marketing: “We are doing some advertising through our local newspapers and featuring on the web page in the Cumbrian gift guide. As Carlisle was recently named by the GCA as one of the kindest towns in the UK, I have an upcoming television interview
scheduled with That’s TV Cumbria which will be great publicity for the business.” Festive Feeling: “We have had a really strong start to Christmas 2025. I believe shoppers are Above: The Celebrations starting earlier and earlier in order to spread the frontage is hard to miss with the large lit up reindeer and cost. We saw this in 2024 so we had a good Christmas trees. 20ft of Christmas cards out by 1 September, and people were buying! We now have our full display of Christmas which is 80ft of single cards, 10ft boxed packs and 20ft of Christmas gift wrap not to mention the gifting, it certainly keeps us busy! The Christmas music is on, the decorations are up and we are finding that people are actually in the festive Christmas spirit, which is fabulous!” A Santa Wish: “Every night I ask my eight-year-old son three questions: “what made you happy today? What made you sad? And what are you thankful for?” And nearly every night he says he is thankful for his family (I get him to say something else too in the spirit of an 8-year-old!). So, I honestly couldn’t ask Santa for any greater gift than I already have… my family. If we have each other, we have everything.” PROGRESSIVE GREETINGS WORLDWIDE 27
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IN CONVERSATION WITH… JENNIE RUTTER
AN EMOTiONAL 30 YEARS
‘Sexy greeting card company seeks gods and megastars for long term relationship’ was the quirky heading of a job advert Emotional Rescue placed in the Autumn of 1995. Some 30 years on, Jennie Rutter, the successful applicant for the product administrator role is not only still with the company, now creative director, but is about to become half-owner and joint md of the business, alongside her longtime colleague David Greaves. PG enjoyed a catch up with Jennie about her Emo journey which has seen her go from Babybel to big cheese.
A “creative job” might have never been on the cards for Jennie Rutter, but she certainly came up trumps for Emotional Rescue. “I didn’t have a creative background and had never even seen an Apple Mac before, let alone used one, before I joined Emo. At the time when I saw the Emo advert for product administrator, I was working as a general office dogsbody for a small manufacturing business where I would also help in the factory when large orders came in,” revealed Jennie. However, there was something in that advert that chimed with the young Jen as it featured Jeff, the star of Emo’s The Odd Squad greeting card range that she knew very well. “I was always a big fan of humour cards. My friends and I would often stand in WHSmith’s in Cirencester laughing 28 PROGRESSIVE GREETINGS WORLDWIDE
Above: The company marked Jennie’s 30th anniversary with a party.
out loud at all the humorous cards, I guess it was an 80s version of kids laughing at stuff on Instagram, TikTok and YouTube these days!! So, when I saw the advert for Emo, which featured Jeff from The Odd Squad, I knew I had to apply as I had literally seen and laughed at every card in The Odd Squad range.” Clinching the job and showing an immediate acumen, Jennie was sent on a course by the company to learn Quark Xpress, and then Photoshop.
Above: The original job advert. Left: A graphic the Emo team created for a special 30th anniversary brochure for Jennie.
“It all started from there,” recalled Jennie. “I was literally living the dream of scanning transparencies and reading jokes for a living – straight in at the deep end!!” On-The-Ceiling and Norbert were the first cards Jennie worked on at Emo, admitting that “The On-The-Ceiling cards were a little easier for me as they were quite templated in style.” Now 30 years on, Jennie still gets up close to the humour. “I still read jokes every week, only now I am responsible for what we buy and how we use the jokes. I must admit, the design side of things has never been my strong point, more the communication of the joke and the appropriateness of the send. Give me some words and I am happy; I have a brilliant team of designers who do a much better job than I ever did or could do on the design side!” While the Emo portfolio has evolved considerably over the years since Jennie joined the publishing company, she reveals that “there are a couple of jokes or the essence of those jokes that are still in the range today, although their styling is a little different these days, to what they were in 1995.”
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IN CONVERSATION WITH… JENNIE RUTTER
Above: In true Emo style, the company went all out to make Jen feel special!
who became joint md seven years ago, will oversee a smooth handover before stepping away from the business in June to spend more time closer to his family. Clearly buoyed up by knowing that she will be playing a leading role in the future of the company of which she has been a part for more than half her life, Jennie is looking forward to steering the business alongside David, of whom she is full of praise. “I cannot tell you how fantastic David is to work with, he is so passionate about the product, Emo and the industry. He is a great leader and everyone at Emo trusts and rates him - by the bucket load! He is nothing short of a greeting card legend
When put on the spot as to whether she has any personal fave designs from her Emo career, Jennie reveals that a couple do stick in her mind “because when I first read them, they made me laugh so hard that they would be hard to forget. But as I read so many jokes, week in week out, my favourites change quite quickly. And of course, it’s also hard not to love all the bestselling designs, after all they are the ones that pay all our wages!” The last three decades has seen Jennie being involved in nurturing Emo’s many enduring brands, both humorous and nonhumorous, as well as trialling new concepts. Each and every design goes through the publisher’s rigorous - I have learned so much testing process, evaluating from him and will always be tweaks in format, specific grateful to him for taking a wording, the font used as chance on me all those well as image, and coming up Top: Emo’s Norbert & Val range was in the years ago!” finals of The Henry Cole Classic award of with a triumph remains the Looking back to her early The Henries this year. Above: Model Family is a relatively new ultimate goal. days with the business to addition to the Emo fold, but it is doing When asked if the thrill of now, Jen finds solace in the very well. Above right: One of Jen’s current faves. being nominated for and continuity while accepting winning awards like The Henries still as great evolutionary challenges. today as when she started, Jennie is in no “The company and its culture are still the doubt. same – just that some of us are just a little “I would say it’s a little more these days,” she older! The industry to me seems friendlier, but admitted, evidenced by her beaming smile as in terms of sales, customers etc, it’s definitely she went on stage with co-director Brett Smith harder. Gone are the days of having 24 pockets at last year’s Henries to collect the Best for one humour range!!” she summed up. Traditional Words & Sentiments award for its As to what has sustained her interest and Scene It collection. passion for the job since 1995, Jen is in no Having joined the board a couple of years doubt: “Yes, it’s hard work, but overall, we have ago as creative director, Jennie is taking loads of fun doing it! Team Emo are a fabulous another step into the heart of Emotional bunch and we work with hilarious product in a Rescue, becoming a 50% shareholder of the fantastic industry! Plus, I get to read jokes for a business with David Greaves, while Brett Smith, living – what’s not to love? I’m staying!”
Raves from Dave Emo’s co-owner David Greaves was involved in hiring Jennie back in 1995, undertaking the second interview when the company was based in Watford. Little did he know what a significant appointment it would be. What did you see in her that made you want to have her working for you? “Jen was simply, very bright, asking lots of questions and I remember her talking about humour card ranges that were in the market at the time like, like QH, Larson and Fred.” How has it been working together for all this time? “Jen is great to work with, we are always trying to figure stuff out together - designs, ranges, the market, sales data. She never tires of it, which is brilliant!” What does Jennie bring to the company? “We like to think that Emotional Rescue has a very specific culture. How we treat the people we work with at ER, our suppliers and our customers. We always try to conduct ourselves to the highest standards. Our reputation means everything to us and Jen typifies that culture, not least of all because she has spent 30 years helping to create it! When it comes to product, specifically, words and communication, Jen is peerless. She is creative in the most commercial of ways! Jen joined the ER board three years ago and has made an unbelievable overall contribution to our recent success, so I am delighted that she will shortly join me as both joint managing director and 50% shareholder in the business… I can’t wait for the next chapter of our working life together!”
Above: David Greaves hugging Jennie at her recent 30th anniversary party.
PROGRESSIVE GREETINGS WORLDWIDE 29
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IN CONVERSATION WITH… TPS
FiNE TAiLORiNG
Inset: The card department of Newbank’s Newton-le-Willows garden centre was completely overhauled by TPS.
‘What if?’ conversations take place all the time, but invariably this blue sky thinking stays up in the sky. This is not what happened after a conversation back in 2019 between Simon Wagstaff, the managing
director of International Cards & Gifts and industry stalwart Chris Houfe, which led to the formation of TPS. “We both agreed that a group of likeminded publishers with complimentary product portfolios working together could really help retailers looking for a top-notch greeting card display, planned totally focused on their customer requirements, but without any one publisher having a dominating interest,” said Chris, who was looking for a new challenge that would draw on his then 20+ years of industry experience which involved him working for Emotional Rescue, GBCC and CCA, among others. And so the idea for Tailored Planning Solutions, now more commonly known as TPS came to fruition with Abacus, Mint Publishing/Museums & Galleries, Second Nature, IC&G, Paperlink and Pigment forming the original main Left: Chris Houfe (right) walks the talk in more ways than one. Once again, he participated in the Cardgains Charity Challenge this year which involved a 27 mile walk around Birmingham in aid of Pancreatic Cancer UK. Seen here with Michael McGunnigle, national accounts manager of GBCC.
30 PROGRESSIVE GREETINGS WORLDWIDE
Six years ago, the news broke that experienced industry executive Chris Houfe was at the centre of a multi greeting card publisher collaboration that was to operate as Tailored Planning Solutions (TPS), to provide a viable greeting card planning and supply option for retailers that was not brokerage. By the end of 2025 some 45 retailers, from garden centres to post offices, were reaping the benefits of converting to the TPS service. With plans to now trial a new store concept in the Spring with an offering that goes way beyond just cards, PG hoofed it to meet up with ‘Houfey’.
Above: Homeware store group Charlies has also seen its card department being revamped thanks to TPS as this image of its Coed-y-Dinas shows. Below: TPS is more than happy to bring in any other publishers that retailers request, as this display end of Ginger Betty cards in Newbank’s Newton-le-Willows garden centre shows.
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IN CONVERSATION WITH… TPS
Right: The planning of TPS displays is undertaken by IC&G, which is renowned for its service as well as its greeting card ranges. IC&G’s sales director Allen Taylor (left) and regional sales manager Simon Harper were incredibly proud to accept the ultimate Gold Best Service to the Independent trophy in The Henries this year.
publisher participants with the planning function undertaken by IC&G from its Dorset premises. “We were steadfast from the off that the last thing we wanted to be is prescriptive. TPS has always been about providing a helpful solution to retailers, while bringing them a potent mix of greeting cards,” said Chris. Having worked in the industry for so many years prior to TPS, Chris was well aware that for a number of reasons, some retailers just were not reaching the full potential of their greeting card displays. “I always joke about the need for an equivalent of an AA (Alcoholics Anonymous) for retailers, with the meetings maybe starting with: “Hi, my name’s Chris and I am ashamed to say that I am struggling with my greeting card displays. I just don’t know where to go or what to do.” I love the idea of being able to fill that gap,” says Chris. “There is a massive void now that there is no thriving Gold Crown or From the Heart programmes. We could see the need to provide that helping hand.” Having got the first few TPS installations in place, there was understandably a bit of a lull during the Covid years, but things have ramped up considerably since. This year has seen a dozen more retailers moving over to TPS, now taking its roster up to 45 stores with at least another three in the pipeline for early in the new year. “It has been wonderful to work with all manner of retailers - garden centres, post offices, Charlies homeware group in Wales, Rejects Department Store in Scotland, card and gift shops and even a store in Belgium which specialises in British products. Each one has been different, so we have tailored the product selection and look of the department to suit,” explains Chris. As well as the now core four TPS partner publishers (Paperlink and Pigment have dipped out), relationships have been forged with many more publishers whose designs add to the mix. “We don’t sit on stock. Orders come into TPS, these are then sent to the publishers on the plan and we then send the cards to the retailer as a single delivery solution. It just works!” states Chris.
He cites the ‘before and after’ sales stats of the card department TPS installed in Fakenham Garden Centre, a Choice Marketing member as a prime example. “The garden centre saw an 80% increase in its like-for-like greeting card sales as soon as we installed the new selection, all backed up by EPOS date. And, when we changed the fixtures, there was another uplift on top of this,” said Chris proudly. “I love the feeling of satisfaction from seeing a department looking so much better, helping the customer to make more money
and invariably with less of their money invested in stock,” admits Chris. Buoyed by the TPS’ progress to date, the plan now is to extend the parameters, with plans underway to trial a new store concept in late Spring 2026 which will encompass chocolates, gifts and partyware alongside greeting cards. “The idea for this next stage of TPS goes back many moons,” reveals Chris. “Years ago when I was working at GBCC I had a breakfast meeting with Widdop, Thorntons, Pioneer Balloons, Axiom and others. What came out of that meeting was the new look and feel for Zo & Co which was looking to do something different. I feel excited that through TPS we can now offer other retailers a new ‘something different’. Watch this space!” As Chris states: “None of us know for sure what is around the corner, but you have to keep moving, improving and bringing new ideas to the fore”.
Taxi to Belgium! “We have even gone international!” joked Chris referring to the revamp of the greeting card department in Stonemanor – The British Store in Everberg in Belgium. The USP of the well-loved three-floored store, which sells fresh food, general grocery products, books, greeting cards as well as seasonal products is that it celebrates all things British. “It is housed in an amazing building, which used to be an old milking parlour,” explains Chris. “We wanted to build on the personality of the store, from the product selection through to the look and feel of the department,” he adds. Anchoring the first floor the new greeting card, giftwrap and party department which TPS installed builds on the store’s character, with the royal blue POS also including London taxi graphics to echo the shop’s vehicle.
Top: TPS has gone international, revamping the card department in Stonemanor – The British Store in Everberg in Belgium. Above: The POS reflects the store’s liveried London taxi. Left and below: A before and after shot of the department in Stonemanor.
PROGRESSIVE GREETINGS WORLDWIDE
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01/12/2025 16:31
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TAKE THREE: BOOKS TO CARDS
THE PLOT THiCKENS Inset: Some great stories of book illustrators/authors are also turning their talents to greeting cards.
Just as the UK leads the world in greeting card design, so too are our nation’s book illustrators held in very high global esteem. Put the two together and you have a winning story to tell. PG got chapter and verse from Catherine Rayner, Janet King-Chai and Emma Randall about how their illustrations have jumped from book pages onto greeting cards.
EARNiNG HER SPOTS Sharon King-Chai is on a publishing roll. She has won the Kate Greenaway Shadower’s Choice Award (voted for by children) for Starbird the most recent picture book that she wrote and illustrated, has an Academy of British Cover Design award, is currently working on her fourth book with Julia Donaldson, on the back of their previous books having received international recognition while her card publishing business is also in expansion mode. Bookish origins: “When I first moved to
London from Australia, I started as a designer at a book publisher. I wanted to illustrate more, so I left to do album covers at Stylorouge (a design studio famed for collaborations with Blur, David Bowie, Rolling Stones and The Cure among others), but as music went digital, I returned to books. Surrounded by editors and art directors, I became drawn to creating my
Above: Sharon King-Chai (right) with Julia Donaldson at a signing of their Colours Colours Everywhere book.
own project. One sleepless night, an idea struck - a ladybird with no spots. That tiny spark became my first published book, Lucy Ladybird.” Move into greeting cards: “After having
my first daughter, I wanted a maternity project. I’ve always loved cards as they’re standalone pieces of artwork. With my time divided into tiny chunks (around nappy changes, feeding and naps!), designing cards in those little time windows felt manageable. I started selling to shops, but when I returned from maternity leave books took over again. Now, with two girls at two different schools, I left my design job to focus on card publishing properly.” Similarities and differences: “I love thinking about the product as a whole - front, back, and everything in between. Books have extra surfaces to play with: back covers, endpapers, even hidden images under the jacket. With cards, I enjoy designing the back as much as the front. Eg - for my Retro Rad card range based on rectangular objects - I use both sides to emulate the object itself.” Your greeting card next chapter: “I’m expanding my Vinyl card collection with new
Above: One of the card designs in Sharon’s Retro Rad collection. Left: Some of the cards in Sharon’s Holofoil collection.
fluorescent colours and fresh designs. I’m also developing die-cut cards and holofoil editions expanding my best-selling ranges. I also currently licence some of my designs to Woodmansterne for John Lewis.” On the bookish horizon: “I’m currently working on the tenth and final book in my Mirror Magic board book series. Five titles were published this year and the remaining five will come out next year. I’ve been invited to the Emirates Literature Festival in Dubai to perform sensory storytelling sessions for babies (based on the Mirror Magic series) - and running art workshops.” Book choice: “The Eleventh Hour by Graeme Base is an Australian picture book classic from the 1980s. It’s not just a story, it’s a riddle filled with hidden details and clever clues. The world is so rich that I could spend an entire day exploring it as a child, completely immersed in one picture book.” PROGRESSIVE GREETINGS WORLDWIDE 33
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TAKE THREE: BOOKS TO CARDS
BRANCHiNG OUT With a picture book collaboration with Kate Ferdinand (wife of Rio) with Penguin Random House in 2023 called The Family Tree and several more books in the pipeline, Emma Randall’s bookshelf successes are stacking up at a time when her Pear Tree Press greeting card ranges are gaining more fans. Above: Emma worked with Kate Ferdinand on The Family Tree book.
Bookish origins: “I've always
loved drawing and from a really young age I would make my own children’s books and illustrate them. My very earliest one was called The Banana Family about a character named Flossy. I received a first-class honours degree in illustration at Falmouth University and set about finding book work, which was very difficult until I met my agents at Plum, who helped me develop my work and get it ‘market-ready' for the book world. From here I have been lucky enough to work with many publishers for over 13 years since graduating.” Move into greeting cards: “I decided to expand into greeting cards (while still illustrating children’s books), as after having my children, I realised that I needed to make my artwork ‘work harder’ for me. I had a bit more time and have always loved surface pattern design and greeting cards, so I decided that I would expand my offering and diversify. It was also important for me to have something to work on during the quiet times of children’s book work, so Pear Tree Press was born, which has really grown and takes up at least half of my time now.” Similarities and differences: “Illustrating children’s books takes a long time to complete and I am often directed by the publisher and author who have a say on the final artwork, whereas on cards I can choose what to design and can create artwork relatively quickly. In greeting cards there is more to do admin wise as I have to set up my
cards on platforms like Faire for wholesale and attend trade shows! With children’s books, I have my Instagram, my agent - and though I send the occasional email newsletter, it is relatively low maintenance compared to running the whole greeting card business! It is similar in the ways that I can use my character and surface pattern design skills across both genres.” Your greeting card next chapter: “I am developing an exciting new range which will include special finishes and die-cut elements. I also plan to expand on my popular Whimsical range and keep experimenting and pushing my work further. I am also excited about my recent collaboration with Calypso Cards in the US.” On the bookish horizon: “I have recently worked on a lovely title for The Good Book Company, which is all about the missionary Elisabeth Elliot, which will come out next year. And currently three toddler books for 10 Of Those, with more in the pipeline.” Book choice: “The Angelina Ballerina books stand out for me. I absolutely loved poring over all of the illustrations for those as a child, many times painstakingly recreating them myself as I loved the details so much. They are what initially inspired me to be a children's book illustrator all those years ago. And I am so grateful that I can call it my profession today!” Left: Emma provided the illustrations for Your Magnificent Mouth that was written by Abbey Wedgeworth. Below: A selection of greeting cards and wrap from Pear Tree Press.
MiLES OF SMiLES Catherine Rayner made her trade show debut as a greeting card publisher at PG Live in June, but she is certainly no stranger in the book world, having won several prestigious illustration awards, including the Kate Greenaway Medal and has sold over two million copies of her own books worldwide. As well as illustrating her own stories, Catherine has also collaborated with many leading authors, including Michael Left: All manner of animals feature in Catherine’s greeting card designs as well as her book illustrations.
34 PROGRESSIVE GREETINGS WORLDWIDE
Bond and Michael Morpurgo and is currently working with Julia Donaldson on their third book together, which is set to be published in spring 2026. Bookish origins? “I have been crafting tiny books, writing stories, and drawing pictures to accompany my imagined worlds for as long as I have been able to hold a pencil. The very first book I wrote and illustrated - Augustus and His Smile - has just celebrated its 20th birthday. It has won a handful of awards, been translated into over 30 languages, adapted for theatre and
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TAKE THREE: BOOKS TO CARDS
Above: All manner of animals feature in Catherine’s greeting card designs as well as her book illustrations.
turned into a musical, and it still sells beautifully to this day. I have now written and illustrated more than 30 books for children, as well as a handful for adults.” Move into greeting cards: “I began making greeting cards at the same time that I started illustrating books. Alongside Augustus and His Smile in my degree show, I created a small collection of cards. Just like my love of books, my love of cards began when I was very young. I have always made handmade cards, so it felt completely natural. After graduating, and before my Augustus and his Smile book was released, I also exhibited large paintings in galleries. Galleries often asked for cards, so I began making designs based on the paintings. I bought a little printer, printed everything myself, folded the cards, and trimmed them on my old guillotine. They sold well, my range grew and so did my customer base. I found it incredibly exciting that people wanted to buy them. I love the idea of cards travelling through the post to bring joy, sympathy, or news. Like little books, greeting cards hold a tiny world inside them. It took hours to print and make each card, but I loved the process. That was more than 21 years ago, and some of those first designs are still bestsellers today. About 15 years ago, just before our first son was born, my husband admitted that the guillotine noise and the bits of plastic from cello bags were driving him mad. I worked in our living room, so it was understandable. I found a local printer, who later recommended a company to nest and wrap them. Last year I decided it was probably time to
exhibit my cards at a trade show for the first time and my friend Michael Apter, owner of Paper Tiger, suggested PG Live as it is small enough not to be too overwhelming, but large enough for your work to be seen, and importantly - it was said to be a very friendly show. So, I booked a stand... My first PG Live was a wonderful experience. I made fantastic contacts, gained new stockists, met inspiring artists and creators, and most importantly, I learned a great deal. I had no idea how to scale up my card business, but I am learning now. I am developing new collections and slowly getting to grips with trade show life and the cycles of buyers. I am very excited to return to PG Live next year with a larger stand and lots of new work.” Similarities and differences: “One of the things I love about creating greeting cards is the speed. I can have an idea, sketch it, finish the artwork, and have the final product within a few weeks. It is such a buzz and a wonderful balance to making books, which take many months, sometimes years, to complete and publish. Cards give me an immediate creative lift. The similarities lie in how I create the artwork. I work on card using pencil, pen, and ink, and I make many of my backgrounds by screen printing and layering inks. Creating a new card collection feels a bit like developing a story. I think about what I want the collection to do, how it fits with my other work, how it will make people feel, and which words will work with the illustration.
Each card feels like a mini book project. They carry the same importance in my heart. The difference is their purpose. My books are created to delight, inspire and often educate children, while my cards are made to send a message, bring comfort or joy, and hopefully be treasured long after they are taken down from the mantelpiece. There is a lovely thread connecting everything I make, whether it is artwork for galleries, books, or cards. They all belong to the same illustrated world.” Your greeting card next chapter: “Last year I released some mini cards, and they have been doing really well so I plan to expand and refresh this range. I have also been making my collection more colourful. My classic white-background cards have been staples for over 20 years, but I have been developing designs with full backgrounds, florals, and more pattern-led artwork for my urban stockists.” On the bookish horizon: “My latest book, Otto the Top Dog, has just won the Books Are My Bag Reader Award and the Sheffield Book Award, which I am thrilled about. I also have quite a few Otto cards in my collection. The Magic Feather is a new book with Julia Donaldson that is coming out in March 2026. I am also working on a new book that I have written myself and I’ve also just started to write a new mini series.” Book choice: “When I was growing up, my favourite book was The Secret Staircase by Jill Barklem. I would spend hours poring over each page. I loved seeing inside the little mice’s tree-trunk homes and would study every tiny detail in the illustrations. They completely sparked my imagination.” Below: Catherine with Paper Tiger’s Michael Apter at this year’s PG Live.
PROGRESSIVE GREETINGS WORLDWIDE 35
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In readiness for newness galore for the start of the year, here is a selection of new product launches.
Shiny Magic Paper Salad has once again upped its creativity on the cold foil front as evidenced in its new Alchazam greeting card range. The collection comprises 24 vibrantly coloured cold foil designs covering both birthdays and occasions, all including embossed patterns. Each card comes paired with a vibrant neon envelope. Paper Salad 0161 427 0001 www.papersalad.com
Face Up To It
Wheels In Motion Clanna Cards & Visoni.com has been revving up its Great British Cars collection with more classic motors. The world-renowned Morgan Motor Company has been producing unique coach-built cars in Malvern since 1909 and in honour of its most popular Plus 4 model, artist Tom Crowe has created a card design to sit alongside the Mini, EType Jaguar, Bentley Le Mans and Aston Martin DB5 designs. These 7”x5" cards are available cello wrapped, either blank or with a happy birthday message. Clanna Cards & Visoni.com 01242 575574 www.clannacardsandvisoni.com
Let’s Face it! is a rib-tickling photographic collection of humorous greeting card designs from Abacus Cards. Witty, forthright captions complement the amusing and often eccentric black and white retro images which feature spot colours for dramatic effect. The cards either feature simple birthday captions or are blank. Abacus Cards 01638 569050 www.abacuscards.co.uk
Brush Strokes Love Country has expanded its collection of GOTY feted Watercolour Painting Kits. Among the newness is an Autumn Vibes kit which captures the cosy charm of the season with three woodland animals to paint. Each kit includes everything you need, from high-quality materials to full step-bystep video tutorials. Love Country 01502 507352 www.lovecountryuk.co.uk
Off The Shelf Shelfies! is a brand new greeting card range from Kali Stileman. Inspired by the many lovely things adorning Kali’s shelves, this collection of 24 designs features delightful flowers, plants, pencils and produce all depicted on pretty shelves. The cards are suitable for many occasions. Kali Stileman 07344 707167 www.kalistileman.co.uk
Measuring Up After years of making children’s height charts, James Ellis thought the whole family deserved one too, hence its new family height chart. The publisher has also come up with a great display stand, made of plywood which can hold 24 charts. It measures 1864mmx374mmx505mm, a suitable height for customers to measure themselves in store. James Ellis 0117 927 7667 www.jamesellis.com
PROGRESSIVE GREETINGS WORLDWIDE 37
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In readiness for newness galore for the start of the year, here is a selection of new product launches.
Mum’s The Word The Bloomers is a brand new range of Mother’s Day cards from Bexy Boo that pairs delicately illustrated florals with a bold, contemporary gold font for a look that’s both elegant and modern. The cards are printed on 300gsm board, foiled with gold, eco-stickered and accompanied by a coral envelope. Bexy Boo 07810448080 www.bexyboo.co.uk
Marital Dismiss
Funny Dreams Paper Rose’s latest humour range, Living The Dream comprises 13 witty designs that celebrate the funny side of everyday life, packed with cheeky one-liners and relatable humour covering coffee drinking, yoga, cats, Prosecco and more. All the cards are 7”x5” and come with a colour envelope. Paper Rose 0115 986 0115 www.paperrose.co.uk
Stoats & Weasels is starting 2026 with two new greeting card ranges that celebrate new beginnings. The Freedom divorce range of eight designs is a witty and supportive take on what’s often seen as just an ending. Inspired by the so-called Divorce Day (the first working Monday in January), when many couples decide to call it quits after the holidays, this collection takes a lighter view of a difficult moment. Rather than doom and gloom, these designs bring a touch of humour and encouragement to moving on. Stoats & Weasels 07796664912 www.stoatsandweasels.shop/wholesale
Badge Of Honour
All Fluffed Up
Pin & Post is one of the latest additions to Dandelion Stationery’s portfolio. A clever fusion of sentiment and keepsake, each of the 22 designs features an enamel pin badge that is integrated into the card’s artwork. The pin can be removed to wear or display. The cards are blank and come paired with a rustic kraft envelope. Dandelion Stationery 01332 504940 www.dandelionstationery.co.uk
Citrus Bunn has introduced Fluff & Feather, an adorable range of mini cards celebrating the birds of Britain. Each card is adorned with an elegant watercolour painting, and the reverse, includes a a fascinating fact about the featured bird. The cards are complemented by a giftware range that is being produced under licence by Lesser & Pavey. Citrus Bunn 07746324124 ww.citrusbunn.com
Coming Up Rosie Stormy Knight is expanding its collection with Rosie Pink with eight new bright and cheery birthday cards. The designs are all finished with gold foil and come paired with a GF Smith Callisto pearl envelope. Stormy Knight 0117 9098684 www.stormyknight.co.uk
PROGRESSIVE GREETINGS WORLDWIDE
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full of magic Seasonal Decoration at its best A magical trade fair visit awaits: Christmasworld presents a glittering array of inspiration, with an extraordinary variety of seasonal and festive decorations and lighting. You’ll also experience a unique programme of events, full of trends and ideas for the year’s many celebrations. Book your ticket at christmasworld.messefrankfurt.com info@uk.messefrankfurt.com Tel. +44 (0) 14 83 48 39 84
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In readiness for newness galore for the start of the year, here is a selection of new product launches.
Sugar Coated Holy Mackerel is rounding off the year with a wave of new additions to its bestselling One Lump or Two range by Erica Sturla. New hobby-themed cards include designs for birders and guitarists. Joining them is a card for air fryer fans, one for a bookworm, one for a swimmer and even a thoughtful speedy recovery card for a postcataract operation! Holy Mackerel 01395 578571 www.holy-mackerel.co.uk
Al Fresco Made to pair perfectly with the release of a new everyday Glick gift wrap range, Stephanie Davies’ Fresco card collection is inspired by the cottagecore trend. Bright, joyful and filled with decorative prints, playful patterns and touches of gold foiling, selected designs are hand embellished with crystals. The imagery of the 18 new designs includes decorative, artisan objects such as handpainted plates, terracotta pots, painterly florals and ditsy floral bunting. Stephanie Davies 07982182703 www.stephaniedavies.co.uk
Yumi Yumi New from ArtPress is a card collection based on the artwork of Yumi Kimura who has created a collection of animal portraits with a naïve sensibility. Based in Japan, Yumi has been painting in watercolours since 2022 and enjoys the unpredictable colours and shapes that emerge from the interaction of paint and water. The range of eight everyday blank card designs, all 150mm square, come with a recycled kraft envelope. ArtPress Publishing 020 7231 2923 www.art-press.co.uk
The Sundaze Kid
Animal Magic
The Art File is introducing Sundaze, a new card collection that will be available from January 2026. Created by talented in-house designer, Beth, every card features stunning scenes of nature in bloom. Each card is finished with a diecut arch, emboss and gold foil, with every card paired with an ivory envelope. The Art File 0115 648 3240 www.theartfiletrade.com
Launching for 2026 is Versed Aid’s new Arty Panimals range featuring a cute cast of animals which turn simple sentiments into adorable, eye-catching moments for all occasions. Printed on FSC-certified, 300gsm board, the cards are 105mm x 150mm (A6) in size, come paired with a striking pewter-effect envelope and are supplied naked or cello wrapped. Versed Aid 07932 759 357 www.versed-aid.co.uk
Paper Trail Paper Mirchi will be launching a new Home, Gifts and Stationery collection in January 2026. The collection includes home pieces, on-the-go products, notebooks and tote bags. The new collection of 100% recycled cotton notebooks feature the publisher’s signature block printed and hand-marbled designs. Paper Mirchi 0203 633 1415. www.papermirchi.co.uk PROGRESSIVE GREETINGS WORLDWIDE 41
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01/12/2025 16:35
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FOCUS ON... KIDS’ CARDS
ALL-INCLUSIVE Pink for a girl and blue for a boy is seen as pretty old-fashioned these days as every child is encouraged to reach for the stars and not be hampered by notions of what each gender should be doing, and that’s filtered through to kids’ cards too, as PG discovers.
Inclusivity and gender neutrality are the watchwords in kids’ cards these days – but that doesn’t mean tutus, football, unicorns, cute animals and dinosaurs are out, they’re just designed to have a broader appeal. At Danilo, all kids’ cards and wrap are created using official licensor style guides and, for licensing director Dan Grant, what’s interesting is how much those guides have evolved to reflect today’s trends. “Many now lean into vibrant colour palettes, humour, empowerment, and inclusivity, with artwork that feels cinematic and characterdriven,” he explained. “Inclusivity and diversity have become key themes across many brands, particularly evident in ranges like Barbie, and we’re also seeing more requests for female-led gaming designs, Right: A foiled design by Citrus Bunn. Below: Unisex styling from Kali Stileman. Below right: Stormy Knight’s new Pintachan.
such as a female Minecraft option and Mario ranges featuring Princess Peach.” And he said they’re noticing strong influences from digital culture too, bringing in gaming, anime, and social media inspired design styles, as licensors respond to how children connect with brands “making each range design feel like an extension of the worlds kids already love”. For Ricicle Cards’ David Nichols-Rice designing cards for kids is always a bit of an adventure: “I love creating designs that feel fun and inclusive – as gender-neutral as possible. The whole pink for girls, blue for boys thing still sneaks onto the shelves, but I like to mix it up with loads of colour and character. “For my latest kids’ range, I went with a funfair theme with animals, using a mix of deep and pastel tones. They’re fun, vibrant, and still gender neutral. Hopefully I’ve struck the right balance!” Studio Boketto co-founder Olivia Penny believes: “Kids’ cards feel braver now – all bold colour and inclusive design that feels open, fresh and full of imagination. “Our Snug As A Bug range grew from wanting kids’ cards to feel more contemporary. We take familiar garden bugs like snails, bees, and caterpillars, and give them bright palettes, strong shapes
Inset: Playing with toys is all about fun not gender these days.
Right: Danilo’s licences are more inclusive. Below: Fun animals by Ricicle Cards. Below right: Studio Boketto’s Snug As A Bug.
and playful character, without defaulting to gendered or predictable design cues. “We also added embossed details to make the designs tactile and more sensoryengaging, supporting accessibility and connection for neurodivergent children who explore the world through touch and texture.” That shift towards gentle, gender-neutral themes has been noted by Citrus Bunn’s Clemency Bunn and brought to life in her watercolour foiled Under The Sea collection. “They feel modern yet full of wonder,” Clemency said, “and are inspired by moving to the Dorset seaside and spending time with the animals and colours that make coastal life so calming. “The iridescent foiling echoes the shimmer of light beneath the water and the paintings PROGRESSIVE GREETINGS WORLDWIDE 43
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FOCUS ON... KIDS’ CARDS
The inbetweeners
The notoriously tricky crowd inhabiting the mysterious middle zone between kids and adults has been tackled at Redback Cards. “These are the ones who roll their eyes at cute kittens but aren’t quite ready for minimalist typography and soft pastels,” said senior designer Sophie Mann. “Enter Sports Ink, our vibrant, high-energy range made for those who live life in motion. “Using bold, neon-bright colours and striking silhouettes, these cards channel the pulse and passion of sport. We’ve found the older kids and teens especially gravitate towards this because it feels fresh and bursting with energy. It’s grownup but still playful.” These inbetweeners are also key for Jessie Maeve Studio owner Jessie Wood who deliberately developed her Teen Neon range to meet the need. “It was inspired by my children who are tweens and very discerning when it comes to taste and style,” she laughed. “I wanted to design a range of birthday cards they’d be proud to give to their Top: Redback Cards’ friends, and that Sports Ink. offer something Above: Teen Neon from Jessie Maeve. more sophisticated than the naive designs generally on offer for tweens and teens. “I’d also heard from retailers that teenage milestone cards are quite difficult to source and always in demand. “As a former fashion and print designer I love pattern and colour, so came up with a sophisticated palette of neutrals which my kids love and pops of colour which I love, creating patterned backgrounds including daisies, terrazzo, leopard and zebra prints. “The bright neon pink number really stands out on these darker-toned backgrounds and I’ve created a range that my kids are happy with, so that’s a win!”
44 PROGRESSIVE GREETINGS WORLDWIDE
Above: The Art File’s new Little Mouse. Above right: Stripey Cats’ capybara Cora.
celebrate the simple joy children find in creatures, curiosity and the natural world.” Jemima Stileman, operations director at Kali Stileman, confirmed the spread of gender neutrality: “We’ve seen a definite shift from girl and boy-specific collections to more colourful unisex styles which appeal to everyone – which shops love as it means buying one collection instead of two. “Our Gold Cloud number cards have proven to be really popular, with a more grownup gold foiled number against cool and colourful rainbow backgrounds. “We’ve also paradoxically noticed that lots of modern motifs are giving a nod to the past. Our Rectangle Party Animal collection does just that – delightful retrostyle animals against cool on-trend colours.” It’s similar at Stormy Knight where mixing digital and traditional influences has led to the publisher’s upcoming collection of children’s cards, which will be launched at Top Drawer in January. Director Sarah Jackson explained: “When I discovered Pintachan on Instagram I knew immediately that I wanted to work with them – they’re already illustrating kids’ books and toys and their style was so unique and fun! “It was the dinosaur illustration that caught my eye first, and I thought it would be great to have a range of kids’ cards that featured all Below: Bun fun from James Ellis Below right: Burgers from Jonny Javelin.
their favourite things. I've got a fouryear-old girl so knew we'd need a unicorn and a mermaid. “When it comes to the ages, I still think animals rule especially for the younger ages one to three – it's a visual language they recognise.” Zig Zag Zoo, Party Time, and Wild Side are just three collections from The Art File where the animal theme works well for kids’ cards – so much so, the new Little Mouse range is coming up for 2026, featuring cute animal scenes, and a unique die-cut arch, created by in-house designer Siiri, with every card finished with deboss and gold foil. As top cat at Stripey Cats, animals are also important for Jonathan Crosby: “We’re finding obscure animals like the capybara and axolotls seems to be trending at the moment but don’t ask me why. We have a capybara in the Above left: Rumble’s animal numbers. Above: Axolotls are go at Two For Joy. Left: Animal adventures by Emily Nash.
collection called Cara, so maybe it’s time to try an axolotl!” The amphibian Mexican salamanders – which appear on the 50peso bank note – are already stars at Two For Joy where illustrator Louise Richardson launched designs earlier this year, in her Kids’ Crafty range which has a cut-out-and-keep activity. And she’s also noted the digital world influence “where children – including my own! – become obsessed with Bluey and K-Pop Demon Hunters and other characters”, so her solution, as a small indie publisher, is to keep away as far as possible. Louise said: “I reinforce traditional hobbies and interests, and still include lots of animals in my children’s cards, along with tractors and trains, planes and brick-building too.” Rumble Cards’ animal age-range cards have always performed really well for creative director Jess Howell, who commented: “They’re a familiar, reliable choice for retailers to stock. “Recently, there’s been a big shift towards die-cut cards, and that's where I mainly see the change over the last few years. For our latest kids' age collection, we wanted to
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FOCUS ON... KIDS’ CARDS
Right: Abacus’ trend-led Poco Pop cards and wrap. Below right: Twizler hits the Nerf craze.
approach that trend a bit differently. Instead of changing the card's outline, we kept the greeting card's classic rectangular shape and cut out shapes within the design, creating a kind of window. “We combined this with bold colours and a sense of playful surprise when you open or look through the card. This collection has been such fun to create and has been really successful for us.” Knowing animals are still a huge hit with youngsters works for Emily Nash at her selfnamed business: “My playful and punchy On The Move range takes inspiration from 50s children’s book illustrators such as Roger Duvoisin and Miroslav Sasek, but with a vibrant helping of contemporary colour to appeal to today’s little ones. “From a team of firefighting elephants, to a dairy cow serving the most delicious ice cream in town, each animal is in a hurry for their next adventure.” And she also brings in modernity with Funny Faces “think emojis but with more of an artistic flare”, as the bright and bold characters emulate those from TV, books and games, with the colourful designs available as singles or in a pack of six assorted cards, handy for the birthday party season. For James Ellis, there’s a child-like love of humorous puns in its Square Peg range which has been matched with more modern imagery, as key account manager Louise Amesbury commented: “The ‘Have a bun-believable birthday’ designs has proved a hit with pre-teens and teens who all seem obsessed with burgers!” And it’s also burgers all the way at Jonny Javelin where the popular fast-food is among the various modern themes, including mobiles, gym gear and computers, being used to update the imagery. While younger designs feature fun characters teamed with large colourful numbers and celebratory icons including balloons, cakes, and gifts, Abacus Cards’ Poco Pop range stretches from ages one to 13, and studio manager Liz Ellis confirmed the older cards look to the modern day. “They’re inspired by trend-led fashion accessories, jewellery, pin badges featuring rainbows, fruit, Polaroid cameras, stationery and room décor,” she explained. “Technology,
gaming consoles and sport are predominant influences within the older designs, and striking but simple surface patterns such as grids, checks, stars and leopard print are teamed with sizable numbers for the 11 to 13 age group.” “I find children’s cards interesting because there’s a real difference between the younger ages and older ages, seven and above,” said Twizler’s founder Laura Murphy. “For the younger ages we don’t really focus on trends. Inspiration comes mainly from our twins and what they’d like at any given age! “The older ages we’ve always struggled with so have done a big push into trends recently. Our inspiration comes from our nieces and nephews and general hobbies for that age group. “We launched Tagged in September which is doing really well and are excited to launch Slay Crew in January – our age eight focuses on the Nerf craze so fingers crossed we’ve got it right!” The need for more modern themes has also been noted at sister publishers Ling Design and Great British Card Company where ceo David Byk said: “Designing a card for a child has more considerations than you might think. You must not only consider the child receiving it, their age, the kind of imagery they might like and so on, but also who’s sending it – is it from their mum, a doting grandparent, a sibling or a friend? “With this in mind, we spend a considerable amount of time researching the market and reviewing sales performance to generate a selection of designs that meet every need and requirement for a young demographic. “We know that children are growing up much earlier compared to a decade or so ago and their tastes have evolved with it. Themes of cute animals, mythical creatures, vehicles, dinosaurs, etc, all still work very well, as do
certain licences when applied to a child’s card design, but we’ve found this becomes less suitable around age six or seven. “Then tastes change again at the age of 11 so every range and collection must be cleverer than previously. Numbers on the front of all cards feature heavily and we’ve had considerable success in using playful fonts, lively colour palettes and more generic icons of cakes, balloons and candles. “Value for money is also really important, especially in this economic climate with parents potentially having to buy lots of cards, so we make sure they’re at a good price point and have foil or spot UV and our signature emboss.” At Hallmark kids’ design trends continue to be shaped by the power of characters and storytelling, and it finds licensed properties remain strong performers too. Having expanded its portfolio with the beloved stories and characters from the Roald Dahl and Magic Light licences this year, Hallmark also launched its own original kids’ character range The Custard Crew. Writing director Adam Yare said: “Inspired by the idea that creativity, silliness, and even a little mess are fundamental to childhood – the joyful eccentricity of kids being kids. It taps into a growing trend for self-expression, highlighted by Pinterest Predicts reporting a 75% rise in searches for ‘self-identity art’ for kids. Through age cards and innovative pop-ups, The Custard
Above: GBCC’s Zipadeedooda. Above right: Older kids’ designs by Ling. Left: Getting messy with Hallmark’s The Custard Crew.
Crew reflects relatable, real-life play scenarios that children instantly recognise. “Looking ahead to 2026, the desire for wonder and exploration is stronger than ever. Our new Giggle City range embraces imagination and dress-up play, with fantasy and fun at its heart. Design motifs transport children to extraordinary worlds – think unicorns, space explorers, and wild, wonderful nature – creating experiences that spark curiosity and joy. “Inspiration for these trends comes from cultural shifts, nostalgia, and the timeless magic of storytelling. Kids today want designs that feel optimistic, imaginative, and full of possibility.” PROGRESSIVE GREETINGS WORLDWIDE 45
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Art Source
Dreaming Small David Gilliver is a revered maestro of creating huge ‘light paintings’, has a long string of top photography awards to his name and on a totally different scale, his Little People artworks saw the Woodmansterne card range based on them feted in this year’s Henries finals. Here David shares more about how he goes about creating these mini photographic marvels. “I have been dreaming small for many years… Back in the late 90’s during my time studying Fine Art Photography at the Glasgow School of Art, I became interested in, obsessed even, with photographing tiny figurines. My interest in this style of macro photography is as strong today as it was back then, and I adore the ongoing challenge of giving my ‘little people’ something new and interesting to do every time I make work with them. In summary, my artistic process centres around the re-appropriation of model railway figurines (and animals). My job as the artist/photographer is to juxtapose the scale of the figurines against something that appears to be huge! eg a slice of watermelon, or some piles of shortbread that have been arranged to resemble Stonehenge. It is a surreal style of photography that suits my brain, as it allows me to be very silly at times, and more serious at others. Over the years my miniature artworks have tackled themes such as climate change, plastic pollution, and the Covid pandemic. But these more serious themes punctuate a library of work that is incredibly silly, and very playful at times too. Through making these miniature dioramas I am able to access a child-like way of thinking which relies heavily on my active imagination. Because the work is unavoidably figurative in nature, it seems to resonate on some level with most people who encounter it. Obviously, no-one can relate to the experience of traversing a slice of watermelon, but the stories contained within the artworks hopefully offer the viewer both escapism on one level, and also some sense of relatability on another (ie as a tiny human being existing on this vast planet). My ideas for my miniature artworks
Above: David creating a diorama.
Right: Some wine tasting David Gilliver style. Far right: A Hide & Seek Little People design.
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are often formed in one of two ways: The idea is either formed around what the little figurines are doing, eg let’s say I am holding a box of figurines who are running – I then ask myself, what could they be running around/over/ across? Or, the idea is formed the other way around, eg I find an object, a prop of some kind that interests me (any everyday object will do). I then start imagining different ways the little people could be interacting with the object. Ever since I was a little boy I have long admired the images and humour showcased by The Far Side cartoons. As a child, I always used to search them out when visiting any shop that sold greeting cards! When I was first contacted by Sarah Lawrence (from the wonderful This is Iris creative licensing agency), I explained that I had no experience in this area of licensing whatsoever. That said, I did have an inkling that some of my work could work well as a greeting card range. And so, it goes without saying how pleased I am that Sarah has helped some of my work find its way onto a range of greeting cards that is now being published by the amazing Woodmansterne. I will never forget how if felt receiving my first delivery of my own card range – it just felt like it was meant to be. I hope that my brand of humour which is now being showcased within this card range helps to raise a smile – we live in a world which feels pretty crazy at times, and so there’s surely nothing wrong with being a ‘little’ silly from time to time… Dream small everyone!”
Below left: The Mount Melon design. Below right: David turns everyday objects into a new landscape. Below middle: Popular culture meets the prosaic in Abbey Notebook.
•
David Gilliver is represented for licensing by This is Iris. Contact sarah@thisisiris.co.uk www.davidgilliver.com
If you are an artist, photographer or verse writer and would like to be considered to appear in Art Source, please contact PG’s Jakki Brown on jakkib@max-publishing.co.uk. This is an editorial feature and as such is free of charge. PROGRESSIVE GREETINGS WORLDWIDE 47
THE GLOBAL GREETING CARD GATHERING OF PUBLISHERS, RETAILERS, OVERSEAS DISTRIBUTORS AND SUPPLIERS
SAVE THE DATE
Tuesday 2nd - Wednesday 3rd June 2026 An upbeat vibe, newness galore – and free refreshments, lunch and opening night party, PG Live 2026 is not to be missed!
THE ESSENTIALS When:
Tuesday 2 – Wednesday 3 June
Where: Business Design Centre, Islington, London N1 0QH Times:
9.30am-6pm on 2 June (1st night party ‘til 8pm) 9.30am-4.30pm on 3 June
Tel: +44 (0)7734 111633 www.progressivegreetingslive.com
48_PG December 2025.indd 1
Don’t Miss Out… Book Your Free Tickets Registration is now live at: www.progressivegreetingslive.com Register now and be a part of it! Call us on: (0) 7734 111633 or email: jimb@max-publishing.co.uk Follow us @PGLiveLondon #pglive2025
01/12/2025 16:38
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PG ASKED A TRIO OF RETAILERS FOR THEIR BEST SELLERS
Keith Gosney, owner of Cards For All Occasions, Hythe. A fully committed cardie, Keith proudly displayed the Festive Friday poster provided by Ling Design to officially launch the Christmas card sending season.
Category
Name of Publisher
Product/Name Range
Comments
Everyday
Nigel Quiney
Pizazz
Right: IC&G’s Luxury range
Paperlink
Open birthdays
“They’re eye-catching, the price point is good and they’re constantly updated.” “They do lots of different classy ranges and we mix them in.”
Relations & Occasions
IC&G UK Greetings
General General
“A combination of these two are tops. With IC&G people like the words and, again, the price point is quite good. UKG has good traditional designs and I've got quite a traditional shop so they match my customers.”
Humour
Paperlink
Pixel
“Doing brilliantly! It’s a lovely type of humour that just makes my customers smile.”
Children’s
Ling Design
Ziggy Star
“They’re nice and bright and stand out, with ages one to seven.”
Adult Ages
IC&G
Year You Were Born
“Such a popular one, people love the information – I feel like I sell more 50th cards than the other ages!”
Cute
Carte Blanche
Me to You
“We still sell the ‘grey bear’ as it's a trusted brand that people know.”
Photographic
UK Greetings
Camden Graphics WWF
“These are my bestselling blanks.”
3D/Pop-Ups
Alljoy Design
Message In A Bottle
“They’re a fantastic price for the detail. People think of them as more of a gift than a card, and keep them out on display for longer.”
Gift Wrappings
UK Greetings
Collage
Deva Designs
General
I mainly sell the eco ones with the tear strip and no plastic,” “I love Deva’s double-sided flat wrap.”
History & Heraldry
Men’s Storage Pouches Bunnies By The Bay Softies General General
Right: Pixel from Paper Link
Gifts
Deva Designs Widdop and Co Palm Pals Jomanda
“The named ones, with friend, grandad, dad, etc, are very popular.” “Once upon a time I’d have said Jellycat but we were stopped from being a stockist after 18 years so I’ve replaced them, and these are all lovely.”
Right: The bright Ziggy Star design from Ling
PROGRESSIVE GREETINGS WORLDWIDE 49
FIND
A CARD FOR
EVERY
OCCASSION AT SPRING FAIR
Meet the designers and suppliers behind the UK’s freshest greeting cards, gifts and stationery.
Join us
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International Focus
Antonia Secchi, owner of The Write Stuff, Stockbridge. A stationery and greeting card shop in a popular Edinburgh suburb.
Category
Name of Publisher
Product/Name Range
Comments
Everyday
Poet And Painter
General
“They’re quite quirky, not rude and funny.”
Relations & Occasions
Abacus Cards
General
“For occasions I try to have a good range of sentiments and styles. I tend to pick whatever I know has done well in the past, or anything that's new to try out.”
Art
Tartan 2CV
Scotland’s Artist
“A big range of all Scottish paintings and they do really well.”
Humour
Abacus/Clare Maddicott
Harold’s Planet Frank Happy As Larry
“Harold’s Planet is a top seller for us. You can hear people giggling at the back of the shop which is nice.”
Adult Ages Right: Tartan 2CV’s art range.
Holy Mackerel Twizler Abacus
General Harold’s Planet
“We cover all the ages from one to 101! Actually I’ve got a 102nd one too, from Twizler. It’s the 40th, 50th, 60ths that really sell.”
Photographic
Holy Mackerel
Alternative Image
“Vintage black and white photographic images. I try to match the image to an occasion. They’re good.”
Gift Wrappings
Giftwrap UK
Roll wrap, flat wrap, tissue paper, gift bags
“We just have roll wrap in at the moment as we had to take out the flat wrap to make room for Christmas stock.”
Gifts
Leuchtturm1917 Vent For Change, Coffeenotes, Flame Tree
Journals
“We've seen a huge upsurge of interest in journaling, so we have dedicated a whole wall to it. Leuchtturm is the most popular.”
Right: Harold’s Planet works for humour and ages.
Right: Photographic fun with Holy Mackerel.
Elaine Silverman, owner of Book, Bean & Ice Cream, Kirkham. As her shop name suggests, Elaine’s Retas 2025 finalist shop in covers several bases. Category
Name of Publisher
Product/Name Range
Comments
Everyday
Paperlink
Starlet
“The price is good, and the designs are a bit of a contradiction as, at the same time, they’re contemporary but also traditional.”
Meraki from Paperlink
Memento
The Art File Paperlink
Rock On Richmond Park Reflectionary
“These are perfect, traditional but contemporary.” “They’re gorgeous for occasions. You can instantly feel and see the quality.” “These are a bit more traditional so perfect for older people to buy.”
Humour
Paperlink
General humour
“Hands down to Paperlink, my best for humour.”
Art
The Art File
Natural Phenomenon Nature Trail Toby The Dog
“We sell masses of these. These three ranges give people a choice.”
Gift Wrappings
Ohh Deer The Art File
General Christmas
“At a good price and really good quality.”
Gifts
Paperblanks
Journals, Diaries, Jigsaws, Tote Bags Mindfulness genre Fox Under The Moon Charlie Mackesy
“Really going well, because people love the quality and they're not daft prices.” “I limit myself mainly to books as gifts – I’m loving how many we’re selling, it’s absolutely full-on. Both are providing special editions for indies.”
Above: Starlet from Paperlink.
Relations & Occasions
Right: The Art File’s Nature Trail.
Books Right: Wrap by Ohh Deer.
22 PROGRESSIVE GREETINGS WORLDWIDE
PROGRESSIVE PROGRESSIVE GREETINGS GREETINGS WORLDWIDE WORLDWIDE 2151
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PRODUCT DIRECTORY
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To appear in the Product Directories contact Warren Lomax T: 020 7700 6740 email: warren@max-publishing.co.uk
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www.cbgtrader w. r..co.uk or call our customer ser vices team m on
+44(0)1243 792600
THE GREA AT TEST COLLECTION OF GREETING CARDS IN THE WORLD
To appear in the Product Directories contact Warren Lomax T: 020 7700 6740 warren@max-publishing.co.uk or contact Tracey Arnaud T: 07957 212 062 traceya@max-publishing.co.uk
52 PROGRESSIVE GREETINGS WORLDWIDE
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PRODUCT DIRECTORY
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THE GREA AT TEST COLLECTION OF GREETING CARDS IN THE WORLD
CHARITY GREETING CARDS One of the UK’s leading publishers of Charity Greeting Cards. Impress offers a wide collection of images, including fine art, graphic, photographic and cute. We also offer a bespoke design service for bulk orders and/or mail order fulfilment. Impress Publishing Appledown House Barton Business Park New Dover Road Canterbury, Kent CT1 3TE Tel: 01227 811 611 Fax: 01227 811 618 email: info@impresspublishing.co.uk
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Te T el: 0161 1 64 641 0 06 655 Email: m sales@daav sales@d avora.co.uk 135 Hea 13 135 eaton Moorr Rd | Stockp ock kpor port ort SK4 4HY 4 4H HY
Tel: +44 (0)115 986 0115 customerservices@paperrose.co.uk www.writefromtheheart.co.uk
Quality & Seerr vice you y can depe de pen ndd on
To appear in the Product Directories contact Warren Lomax T: 020 7700 6740 email: warren@max-publishing.co.uk or contact Tracey Arnaud T: 07957 212 062 email: traceya@max-publishing.co.uk
Award winning designers and manufacturers of luxury gift wrappings and accessories
Hallmark Ha H a llm ma arrk Car Ca arrd ds s PL PLC D ws Da son L Lane n ,B Bradf dforrd, d
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PROGRESSIVE GREETINGS WORLDWIDE 53
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PRODUCT DIRECTORY
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Enquiries: warren@max-publishing.co.uk or Tracey Arnaud traceya@max-publishing.co.uk
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Send Love ( ll year round) (al d)
+ paperbirdpu blishing.co.uk
Enquiries: warren@max-publishing.co.uk or Tracey Arnaud traceya@max-publishing.co.uk
Great brands, Great service Bespoke planning We can help with all your planning requirements. From smaller displays to redeveloping complete card departments
info@papersheddesign.com www.papersheddesign.com tel: 0118 9744283
CARDS THA T MAKE Y OU FEEL
T HIS H HAPPPY
@NoelTattGroup 01227 811 600 sales@noeltatt.co.uk www.noeltatt.co.uk
020 7582 8244 info@paperlink.co.uk p a p e r l i n kc a rd s www.paperlink.co.uk Te l : + 4 4 ( 0 ) 1 1 5 9 8 6 0 1 1 5 customer ser vices@paper rose .co.uk w w w. p a p e r r o s e . c o . u k
To appear in the Product Directories contact Warren Lomax T: 020 7700 6740 email: warren@max-publishing.co.uk or contact Tracey Arnaud T: 07957 212 062 email: traceya@max-publishing.co.uk
54 PROGRESSIVE GREETINGS WORLDWIDE
52-59_Classified New 2025.qxp 03/12/2025 12:07 Page 55
PRODUCT DIRECTORY
l PRODUCT DIRECTORY
l PRODUCT DIRECTORY
Market Leaders in
Verse &
6 Heron Trading Estate Alliance Road, Park Royal, London W3 0RA T: 0208 385 4474 F: 0208 385 4471 E: info@Xpressyourselfcards.co.uk
entimen
an extensive range of superior quality,
WWW.XXPRESSYOURSELFCARDS.CO.UK
PRODUCTS: World’s leading publisher of high quality plastic greeting cards. Also an extensive range of quality greeting cards covering Everyday, Occasions, Christmas and Spring seasons.
design-led Greeting Cards
BRANDS: Cherished Thoughts, Sweet Sentiments, Buddies Always, Symphony, Thinking of You, Style, Special Wishes, Special Times, Young Editions, Groove Sensations, Forever Blessed, Grey Skies, Classics.
for all occasions, Spring Seasons & Christmas.
METHOD OF SALE: SENSATIONS – Direct to retail XPRESS YOURSELF – Now one of the leading wholesale publisher suppliers in the UK
Method of Sale: Direct to Retail Orders can be placed on our trader site
www.cbgtrader.co.uk or call our customer services team on
+44(0)1243 792600
We offffer a COMPREHEN
range of high Greeting Cards f ALL Occasions,
CHRISTMAS an Season f Sale:
To appear in the Product Directories contact: warren@max-publishing.co.uk or Tracey Arnaud
mail: inffoo@words-nWeb: www We w..words-n-wishes.co.uk
Tel: 01942 233201
traceya@max-publishing.co.uk
PROGRESSIVE GREETINGS WORLDWIDE 55
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DIRECTORY OF WHOLESALE l DIRECTORY OF WHOLESALE
EUROPE’S LEADING GREETINGS CARDS, PARTY PRODUCTS, GIFTS, CANDLES, TOYS, STATIONERY AND FLORIST SUNDRIES DISTRIBUTION CENTRE 75000 SQ FT BESCOT CRESCENT, WALSALL, WEST MIDLANDS. WS1 4NG 01922-646666 www.greetingshouse.co.uk info@greetingshouse.co.uk MON,WED,FRI 8.00am-4.45pm TUES,THURS 8.00am-7.45pm SAT,SUN 8.00am-1.45pm
BAGS
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Polypropylene & biodegradable bag specialists
GREETING CARD
ĎĶġƕbĄËƅ|İĎĞƕ|âĎĞ ʼnū͗ƤưŶƜĠ͗ŶƜ͗ŶūŠʼnūĠ͗òư İæÛËġÚËËİŰ¾Ďă Over 40 years quality service to the trade Hotfoiling also available
T 01206 396209 E sales@badgerconverters.co.uk www.badgerconverters.co.uk
BAGS
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01773 537 7810
30 YEARS EXPERIENCE - QUA ALITY SERVICE EXTENSIVE STOCK RANGE - QUICK K DELIVERY Y ASSURED
56 PROGRESSIVE GREETINGS WORLDWIDE
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l PRINTERS l ENVELOPES
Hello Cards are FSC approved digital printers, offering high quality print at competitive prices, working with both large and small publishers. Contact us to discuss your requirements.
W W W. EN VE CO .CO .U K
01 90 83 78 86 6
ENVELOPES
IN FO @E NV EC O. CO .U K
‘we we make Envelopes and Stationery’
MOREE THAN 50 COLOURS 6 POPULAR GREEETINGS CARD SIZES 50+ WH HITE SIZES IN STOCK BESPOKE ENV VELOPES AV AVAILABLE PEEL A AND SEAL CLOSURE RECYCLED / KRAFTT / 140GSM / 120GSM 11 SUPER BRIG GHT NEON COLOURS BESPOKE NOTEBO OOKS & STATIONERY
PLEASE GET IN TOUCH FOR YOUR COMPLIMENTA TARY RY ENVELOPE OR NOTEBOOK SWA WATCH PA PACK
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Additional Services • Foiling with no dies • Inhouse fulfilment
• Distribution • Wiro Bound Notebooks
T 01274 305832 E info@hellocards.co.uk
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Manuffa acturers off high quality envelopes 10 popular greetings card sizes in stock recycled & kraft envelopes in stock
Litho Print
Die-cutting
Digital Print
Packing
Foiling
Distribution
Embossing
CNC Die-making
Tel:01274531828 Email: info@herbertwalkers.co.uk
RECYCLED PA P APER
www.herbertwalkers.co.uk
CALL US TODAY
01773 537810
www.transrappackaging.co.uk sales@transrap.co.uk
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PROGRESSIVE GREETINGS WORLDWIDE 57
52-59_Classified New 2025.qxp 03/12/2025 12:07 Page 58
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