We began 2024 by introducing you to 12 incredible visionaries in gift and stationery, including retailers, manufacturers, designers, sales managers and executives. Their stories are as diverse as our industry, and we want to continue to share their expertise and narratives with all of you.

We asked, they answered, and in each issue since we’ve shared with you some of their insights. Here we present the final installment representing the Class of 2024, and keep an eye out for our upcoming Winter issue, which will name the 2025 Spotlight Award honorees.

How has technology impacted your work, and are there any innovative tools or methods youʼre excited about using in your future projects?

JANINE KWOH (Owner & Designer, Kwohtations): In terms of production, my cards are letterpress printed, and I use custom polymer plates in order to print digital designs on an antique press. I enjoy the physical process and distinctive final look-and-feel that comes with utilizing old printing presses and techniques, while blending that with modern technology and sentiments.

CARLOS LLANSO (CEO, Legacy Publishing): We use technology to speed the process of selling, communicating and servicing the customer. Order capture (at trade shows, digital markets like Faire, sales reps on the road), order confirmations, invoicing, customer service and logistics have all been streamlined and improved. But when it comes to our products, technology stays outside. We value the “old school” usability and importance of the written (not typed!) word — greeting cards, planners, journals, notebooks, calendars. Our products help people nurture and strengthen relationships that matter. They elevate the value of important human relationships and connections in ways that texting, DMing and every other form of electronic communication can never replicate.

ANDY MEEHAN (President, Greeting Card Association (GCA) & Consultant): Ah, technology — the jelly to my jam, the crumpet to my tea? I purchased my first ‘laptop’ in 1989 and have always loved what technology can do for ‘us.’ Currently cautiously trying AI, exploring ways to personalize experiences and streamline operations faster than you can say, ‘Bob’s your uncle.’

JANICE CHRISTENSEN (President, nora fleming): We employ a 3D printer to quickly and efficiently create samples from artwork. Instead of waiting weeks for sculpted samples, which often go through multiple iterations, we are able to print off a sample mini in just a few hours. These 3D-printed pieces offer a realistic view of how the mini will appear on the base.

ANGIE PFIEFER (Vice President of Sales, Mud Pie): Businesses have to be willing to evolve as new technology is released and understand that, while there are always risks, it may help your business become more efficient and effective. We just made an upgrade to our ERP system, which has already streamlined the customer experience from order-taking all the way through shipment.

What advice would you give to someone getting into the gift/stationery industry or looking to start their own business in the industry?

MICHAEL SHAW (Sales Technology Director, Ganz Midwest-CBK): If you’re getting into the gift industry for the first time, my advice is to stay organized and engaged with your customers. Check in with your customers every month to see how they are doing — even just a quick call or text.

ANGIE PFIEFER: Be open to networking and meeting new people. The industry is small but mighty, and there are a lot of key players who can impart wisdom or provide context about certain situations they may have seen before. Finding a mentor within your own organization can be key to personal and professional growth.

JANINE KWOH: Don’t wait until you have all of your ducks in a row to launch. Putting your ideas and/or products out into the world is one of the best ways to learn what works and what changes are needed. Also, ask for help! Even if many of us are solo entrepreneurs, none of us do it alone.

TOSHA GREBE PEARSON (Vice President of Sales, Road Runners West): You get what you put into it. The cool thing is there is no cap on how much you can put into it — they sky’s the limit. You have to be able to absorb the ‘punches’ that the world/economy/ pandemics can give you. We all know that there can be some rough waters. The silver lining is we never stop wanting to celebrate our friends and family, and our industry provides gifts to celebrate those we love!

CARLOS LLANSO: Be yourself, find your voice and carve out a place for yourself in the market. There’s plenty of room, especially for a product line that does not scream ‘me too.’ Consumers will recognize a knock- off as quickly as they will embrace a fresh and authentic new ‘whatever-it-is-you-make.’

What are some of your favorite products or projects youʼve worked on, and why?

JANINE KWOH: In 2016, my partner at the time passed away very suddenly. I was 28 at the time, and he was the first person I loved who I had lost, and I didn’t know many people my age who had experienced a loss. I started making sympathy cards as a way to process my grief and to tell myself the things I thought I needed to hear. The first sympathy card I made is titled ‘Permission to Grieve,’ which is essentially a permission slip to grieve in whichever ways and for however long you need to. When I shared the cards publicly, I was met with an overwhelming response that highlighted for me how many other grieving people are needing to hear honest and empathetic messages beyond the usual platitudes. Sympathy cards are now a significant part of my line and are still the ones closest to my heart. The cards also led to my illustrated book on grief, Welcome to the Grief Club, which was published in 2022 and is one of my hardest and most rewarding projects.

JANICE CHRISTENSEN: Any of our giveback products are super meaningful. Our line of St. Jude minis and the colorful Band Together pieces that support many local charities have such an impact — creating them is that much more fulfilling.

JOURDAIN FOSTER (Sales & Customer Service Manager, Simply Southern): One standout from our recent Spring ‘24 collection is the Turtle Tracking T-shirts. This season, we’ve also partnered with BHI Turtle Conservation to track some of the Bald Head Island turtles through a QR code on the shirt’s tag. Wearing this product brings me joy, knowing that my purchase is making a difference.

Moreover, the interactive experience it offers, allowing me to log in and see the whereabouts of my designated turtle, Sandy, adds an extra layer of engagement.

What gets you the most excited?

ANDY MEEHAN: The prospect of pushing the envelope — both literally and figuratively! Whether it’s dreaming up quirky new designs or plotting world domination through the power of artistry and puns, there’s nothing quite like the thrill of creating something that brings joy to others.

JANICE CHRISTENSEN: Watching younger team members learn and excel is really rewarding — it reminds me of my teaching days, just in a new industry. Partnering with other successful companies is also a beautiful way to learn new aspects of the business.

JOURDAIN FOSTER: Witnessing how our product sustains the livelihood of our customers. While some may perceive our items as mere bags or T-shirts, they represent more than that — they signify sales that contribute to someone’s mortgage payments and put food on their children’s table.

CARLOS LLANSO: The creativity and entrepreneurship I see with many of the newcomers to our industry. I am most excited (and find the most joy) seeing new incredibly talented card makers come into the market. And when I get to help them through the mentoring we do in the Greeting Card Association — that’s when the magic happens!

TOSHA GREBE PEARSON: Show time! I love the markets. You take all the amazing brands, display them and share them with all the retailers! Finding a brand that is new and helping them grow is my jam!

MICHAEL SHAW: I get excited when customers tell me the product I suggested for them sold extremely well. I love hearing their success stories and helping them grow their business.