47-49_Diversity & Inclusion_v2.qxp_Grid 05/05/2025 13:03 Page 47
FOCUS ON…DIVERSITY & INCLUSION CARDS
SWIM FOR IT!
Making sure no one misses out is the premise behind the diversity and inclusion movement, and nowhere has it been more fully embraced than within the greeting card industry where publishers and illustrators are continually looking to find new ways to ensure there’s a card for everyone. Wild swimming may not immediately conjure up thoughts of diversity and inclusion, but small publisher Lydia Evans is determined to prove people wrong. Wanting to ensure her Lydia London products fully represent D&I in all its glory,
Above: The greeting card industry is seeking to ensure everyone is seen. Below: Lydia London’s Swim Wild & Free.
she’s determined that her Swim Wild & Free collection will go beyond the simple joy of a greeting card. As well as including various skintones, shapes and sizes in
Celebrating sisterhood A magical night saw Paper Rose’s You Go Girl lift the Best Diversity & Inclusion Range at The Henries awards, testament to how diverse D&I has become in our sector. Not just about ethnicity and sexuality, it’s about full inclusivity, as the winning cards are a celebration of sisterhood, sass and unstoppable vibes, with six new ones launched already this year to extend the collection. “Our initial thoughts were shock, quickly followed by joy,” enthused creative studio manager Sarah Tanser who collected the trophy on the night with international sales and licensing director Perlina Pierre-Davies and Alana Rourke, production and inventory manager. “We were honoured to be in a category with great talent such as Georgina Fihosy from AfroTouch Design, who is also a strong voice for industry-wide change. “It means a lot to us personally, You Go Girl started out as a passion project just before the pandemic, with a small number of designs and has grown to a fierce collection of empowerment, friendship, diversity and inclusivity, ultimately showing that no matter who or where you are…you can go girl!” And Perlina added: “This range champions diversity, friendship, and fierce empowerment; with each card bringing bold energy and feel-good sparkle. The new designs are already selling in brilliantly and have sparked even more interest across all sectors of our market. Bursting with personality, these designs are made to uplift, connect, and cheer on every kind of fabulous!” Right: Sarah, Alana and Perlina love the You Go Girl project.
her illustrations, Lydia has now linked sales to the www.levelwater.org charity, which provides free one-to-one swimming lessons to children with disabilities across the UK. “This makes this skill for life inclusive to all,” Lydia said. “As an outdoor cold-water swimmer myself this is the perfect swim charity to collaborate with. For every purchase made from our wild swimming range there will be an accumulated donation that’s paid to the charity quarterly. “I’ve been ensuring I’m representative of diversity and inclusion in my
PROGRESSIVE GREETINGS WORLDWIDE 47