Over The Counter

PROGRESSIVE GREETINGS WORLDWIDE 39

Aries – 2011 is shaping up to be a

very exciting year for Aries. Things

have been in a holding pattern for

the past few years showing a slow

forward movement and it will be this year

that the opportunity for much of that effort

should finally pay off. A strong year for career

and income, for Aries 2011 will bring positive

movement internally. Of course Aries will

need to work a little harder on some of the

areas that have gone out of balance but this

should not be a problem.

The stylish card publisher, Woodmansterne

Publications, typifies the sturdy Aries ram as it

has long been regarded as one of the key

players in our industry, but too much of its

ranges have arguably been focused around

licensed product and have not suited the

typical card environment many independent

card retailers have. With the internal

movements and the appointment of Andy

Paterson, (ex UKG) issues such as core

Let me tell you your future…. This year you will

be immensely successful, find true love with a

mysterious stranger and know exactly how

many Christmas cards to order. Your shop will become the shining light of

the local retail community and all your staff will be super motivated resulting in sales soaring!

Finally, the Fire element of your sign means your spontaneity and quick emotional responses will

result in you buying that new exciting range which you were not quite sure about… only for it

to struggle to sell along with the ‘Congratulations World Cup 2010 Winners’ range that was

brought out for the England team last year. You will then curse the fact that you listened to

those six lines in the Daily News’ horoscope and go back to making your own luck!

Lots of us read and study our horoscopes every day and really believe that the alignment

of the planets and the characteristics of our zodiac sign make us who we are and shape what

we do. Bearing this in mind, for my annual light-hearted look at the many card publishers out

there, I thought it might be interesting to match up star signs with appropriate companies, and

of course pass a few comments along the way.

Mystic independent card and giftretailer, David Robertson, co-ownerof JP Pozzi in Scotland predicts‘what’s in the stars’ for you this year.

Signs Of The Times

Left: David Robertson looks intohis crystal ball to see what 2011holds.

Pisces - 2011 is a two-sided coin for Pisces!

Career, money and the desire to learn and

grow will influence the first half of the year.

Later on Pisces will require the effort and

energy that got him or her to this place to begin with,

but that’s okay, Pisces has never been afraid of hard

work. When it comes to interpersonal relationships,

Pisces’ 2011 will offer a bit more of a challenge. Many

issues will require you to take the time to understand

issues and resolve them. The good news is that you are

up to the challenge. Sensitive, intuitive and known to believe in

their dreams, Pisces will find peace in 2011.

A newbie ‘tiddler’ that is making a splash in the greeting card

pond, Noi is a publisher that is making inroads into the card market and is learning from its

mistakes. The decision to factor its bills ruffled a few feathers

but the md quickly acted to smooth the waters, and most

importantly its product is good.

Likewise, last year’s Henries winner of the Best Cute Card

Range category, Over The Moon, have many exciting new

adventures for their cat character Pip, and I personally will have

to look at this range in more detail in the New Year. Other

small fishes who are swimming strongly within the publishing

shoals who I will be looking to build closer relationships with

are Molly Mae, Mint Publishing, Laura Darrington Design,

Velvet Olive, Stop the Clock and Firebrand Art. These relative

minnows will hope to grow and prosper further in 2011.

Above: In keeping with its company name, Over theMoon was delighted that its Pip & Co range won theBest Cute Range at The Henries.Left: Rising star, Noi with a Bloom design.

Below: Gardening is such hard work! A Woodmansterne National GardenScheme card.

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product range, good basic design and price

point have been brought sharply into focus.

The dual attack of tying up the 100%

brokerage deal with John Lewis and more

emphasis on the field sales team calling on

card shop accounts, as well as

Woodmansterne’s garden centre stronghold,

should result in this Aries ram using its horn

to gain increased headway in the difficult

2011 market.

Taurus – Stubborn but

patient, Taurus is always

willing to weather a storm, a

characteristic that is sure to help

during the rockier parts of 2011. The first part

of the year will bring a struggle with career

and money elements, while health issues will

also cause confusion throughout the year.

The good news is that love and intimacy are

at an all time high, allowing Taurus to have

constant support.

So many of the small design-led card

publishers will come under pressure in the

New Year. Whether it is Clear Creations, Blue

Eyed Sun, White Cotton Cards, Open Box

Design, A Made Hand, Brainbox Candy,

Rachel Ellen, Tracey Russell, Cornelius Potts or

Wendy Jones-Blackett, their respective long-

term success will rely entirely on the quality

of the product they each produce, the

service they each provide and the love that

so many indies (and some nationals) have for

their products. We as retailers will also need

to support these companies by making sure

we showcase their designs and have

knowledgeable staff that push these cards to

the public. We will also need to pay them on

time and keep the cash circulating.

Taurus the bull is renowned for being

one of the strongest animals and I believe

that these publishers, without the huge

infrastructure and stock controls of the larger

suppliers, will be a real strength of our

industry in the coming year.

Gemini - This star sign is

known for always changing its

mind, Gemini however, will have

little to debate this year. The Gemini

2011’s horoscope shows that things are pretty

clear-cut. There will be some attacks on career

decisions, but for the most part, Gemini’s

financial situation will not be affected.

Gemini’s dual characteristic will see

publishers highlight a different side of their

‘personality’ without actually affecting the

core of their business.

Mainstream publishers will add sibling

companies to their core operation – ie

Piccadilly with Zizi and Second Nature with

Lime Cards – and these smaller branches will

launch ranges using a different route to

market and hope to gain a new greeting

card audience.

Zizi has certainly has proved itself a

good seller but its organisation could be

improved (the 2010 catalogues only arrived

in December!). To be fair the company is

aware of this and is working on improving it

but the product, both cards, wrap and social

stationery is excellent.

Second Nature’s sibling, Lime Cards has

still to be launched to the wider world but

some of what I have seen is interesting and I

look forward to seeing what evolves.

Cancer - This is an exciting time

to be a Cancer. Life will seem full

of mystery and intrigue for the

sweet and sensitive soul.

Although things may move a little too slow

for your taste Cancer, 2011 will bring an

interest in learning, new creativity and

grabbing everything life has to offer.

Ling Design has certainly been grabbing a

lot of attention as well as card companies

these last few months. Traditional

product…check, humour cards… check,

handmade designs… check. What

next?...cute?

In all seriousness, Ling/Talking Pictures is

building a very strong portfolio and the

intrigue and mystery will centre around

exactly what the group does with all these

different divisions and brands and how this

new product will filter its way down. I believe

that the acquisitions must slow down as the

group needs to get everything working and

at least get its sales force up to date with all

the new product ranges.

Leo - There will be a lot to be

proud of in 2011 as all that hard

work comes to fruition. Doors will

continue to open, people will

admire you for your ingenuity and might even

approach you regarding new business

ventures. It seems like everyone on the outside

is a fan. To maintain a harmonious Leo 2011

year, take the time to balance your life. It can’t

be all about you all the time... even though you

will have a lot going for you.

Five Dollar Shake has continually proved

itself year after year, and while some criticise

the fact that it has not moved on enough,

why fix a working model?

Over The Counter

40 PROGRESSIVE GREETINGS WORLDWIDE

Pop You’re The Tops

Above middle: Second Nature's sibling company, Lime Cards has released anumber of design-led collections aimed at a new market. This card is fromits Out Of This World range.Below: A pop-picking Father's Day range, Sound Dad fromBrainbox Candy.

Below: Beautiful yet simple imageryfrom Ling Designs.

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Over The Counter

PROGRESSIVE GREETINGS WORLDWIDE 41

In the past 12 months the handmade

card publisher has added to its collection

some licensed cards, used exclusive board

and refreshed its best designs. The publisher

is looking at new markets such as wedding

stationery and has had suitors such as Asda

and Tesco, and from other shores, all wanting

to work with the company. It maintains,

though its strong lion’s heart, remaining loyal

to the indies who have helped build the

company, but the handmade publisher must

be careful as it is in danger of being copied.

For clear evidence of this the Co-Op was

selling Christmas cards last December which

were so similar to Five Dollar Shake’s designs

it was quite unreal!

All this aside, every true card specialist

must stock this company’s cards. However,

we must also challenge them – I expect some

better point of sale, some new exciting

products to compliment the card ranges and

what about some gift bags to match the wrap?

Virgo - (My sign!) Everything will

be easy, simple and exactly what

you’re looking for Virgo, but there

won’t be much to write home

about. That’s okay! Excitement is not always a

good thing. Take pleasure in the simplicity of

2011 and the joy all it can bring. Concentrate

on building your career and your

relationships for the long-term, but be sure to

appreciate the basic pleasures that life will

bring and find joy in the mundane this year.

Virgo without doubt is a workaholic

perfectionist and 2011 would seem to

suggest that the year will go well without

any real fireworks. There are many publishing

companies who fit this prediction, with

Abacus, Nigel Quiney and others all continuing

with their respective steady progress.

These companies are building complete

card ranges based on big hits - such as Nigel

Quiney’s Pizazz offering - but as yet do not

have the full package as there are still older

parts of its ranges that let it down.

Libra - As a Libra, stability and

balance is very important. But

desire for these elements will also

inspire Libra to branch out and

try some new things! Be prepared for a slight

bump in the road at the beginning of the

year, as there will be some challenges

regarding your career, but it is nothing that is

impossible to overcome. There will certainly

be a special someone vying for your

attention, but keep yourself under control

Libra! You don’t want the promise of true love

to get burnt in the fires of this romance.

Both the major publishing powers - UKG and

Hallmark - need stability. Their respective

product portfolio has perhaps never been

stronger but in the

upper echelons

both publishers

have suffered from

a turbulent 2010.

They really need to

consolidate and let

the men at the

helm do their jobs, as they have the right

people in place now.

UKG will have a slight bump when it finds

it will have the difficult job of refreshing its big

New Model Line launch from a couple of years

ago, and Hallmark will have to regain the

confidence that was lost after its direct

marketing, and some would feel undermining

of its indie customers with its online offers.

Both companies will also need to fight

off the rise of the medium publisher who is

angling to take on the management of

stock controls.

Scorpio - Scorpio you are

determined to have things go your

way. If it doesn’t, you will smile on

the outside and fume on the inside

until you resolve the issue. However, things

will tend to go your way, especially in terms

of relationships and your career. So smile for

real and enjoy 2011.

Carte Blanche Greetings and The Great

British Card Company have been swallowing

up companies and diversifying from their key

field by going out and acquiring various

other publishing companies. They have both

strengthened their market offerings and can

command more pockets and space in the

card displays up and down the country. The

sting in the tail with the scorpion is of course

that these acquisitions result in a possible

loss of jobs as a new infrastructure is pulled

together. It will also be interesting to see

how the long-term relationship between

Clintons and Carte Blanche pans out in the

future as the ‘little grey bear’ is no longer the

only darling of the retailing orange brand!

Right: Nigel Quiney's Pizazz range has been a superbseller for retailers in 2010.Below left: Five Dollar Shake entered the licensing fray in2010 with its Henries award-winning Travilla range.

Top right: 'Perking' up the cardracks, an Animal Mad designfrom UKG.Above right: Carte Blanche's MeTo You Christmas card range seesTatty Teddy dressed in suitablewinter attire.Right: A hit in the children's cardmarket, licensed Disneycharacters from Hallmark.

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