The Great British Card Company, one of the largest independently owned direct-to-retail greetings card publishers in the UK, has launched its first stationery gift range. The nine A5 journals are made in the Cotswolds and designed by the company’s in-house artist, Miki Rose.
The new range of GBCC journals are all foil blocked, and were designed to target a wide range of customers, from the young to the fashion conscious, and to men. The designs are: Flamingo, Rainbow, Butterflies, Peacock, Dark Marble Bullet, Geometric Bullet, Bellini Spot, Marble Rose Gold, and Leopard Print.
The CDU provides a design-led solution to displaying all nine of the journals, highlighting the key selling point that they are made in the Cotswolds.
The company has paid particular attention to detail, with full-colour inside covers and individual page designs for each journal, in a variety of colours. GBCC researched fashion and market trends to ensure the range offered a journal to suit every taste.
Stationery Matters asked Katy Golden, Head of Gift at The Great British Card Company, why they decided to make the move into stationery, a new market for them. Golden said: “Great British Cards decided to expand their product portfolio to include Stationery and Gifts in order to move into different markets, and also to make the most of their extensive customer base, most of whom sell stationery and gift, as they are predominantly Garden Centres and Card & Gift shops.”
Golden joined GBCC this year as Head of Gift, after 20 years in retail, 14 of which were with WHSmith as a stationery buyer, new product development manager, and stationery and gift category manager. This gives her an in-depth knowledge of the market. “I’m very passionate about stationery,” she adds.
“We have a very talented design studio with in-house artists, so the introduction of stationery was a fluid one, being paper based. We have chosen to use a UK printer to produce our journals, due to the speed of production and delivery, which means we can react quickly to trends and customer buying behaviour.
“It also means we can promote the fact that we are designing and manufacturing in the UK, which customers are really responsive to during this time of economic uncertainty due to Brexit, but also the fact that we are very proud to be British!”
We asked her why GBCC chose journals for its debut stationery launch. Golden continues: “We chose journals due to the increasing popularity of writing, and the move away from technology that encourages people to write down thoughts and ideas.
“I’ve been a judge at the London Stationery Show for a couple of years, and am on the Advisory Board, and over the years I’ve seen a move to much more beautiful stationery, that really represents a personal purchase. Foil finishes, increased paper quality, design detail and the importance of FSC – it’s a very exciting time for stationery!”
It’s great to see that a card company like GBCC has realised the potential of stationery and is capitalising on the public’s seemingly insatiable appetite for stylish journals.