Gift Shop Plus Fall 2024

Fall 2024 Spotlight Awards Voices: Honorees share advice, inspiration

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.

Q: How has technology impacted your work, and are there any innovative tools or methods you’re excited about using in your future projects?

JOURDAIN FOSTER, Sales and Customer Service Manager, Simply Southern: Over my past 11 years, technology has continuously evolved, significantly impacting our operations. Witnessing my team transition to paperless workflows through our new programs has been particularly gratifying. With these advancements, we can effortlessly log in at any moment to track order progress or search for customer information. Presently, there’s a noticeable trend towards AI technology adoption. While I recognize its utility and find it beneficial in various scenarios, I firmly believe that there’s no substitute for human interaction. While AI can certainly enhance efficiency by mitigating human error and streamlining logistics, it can never entirely supplant genuine human connections.

JANINE KWOH, Owner and 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. On the business side, the proliferation and accessibility of social media and online tools have been instrumental in managing the many aspects of running a small business as a solo entrepreneur, such as e-commerce, project management, inventory, bookkeeping and shipping. Like many others, I’ve been exploring how I can use ChatGPT and other AI-powered tools to help automate or outsource parts of the business, but I also want to be very thoughtful and intentional about how I use these tools.

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. Don’t get me wrong, every form of communication is important — a quick text telling my wife I love her or letting my daughter know I’m thinking of her has tremendous value, but it pales when compared to a handwritten note, or a greeting card. And fortunately, buyers — especially millennials — recognize the value of that physical, authentic, tactile way of saying ‘I Love You,’ ‘I’m Thinking of You,’ ‘I’m Sorry,’ and, of course, ‘Happy Birthday!’

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.

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.

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

JOURDAIN FOSTER: Seize every opportunity, regardless of its size. Every aspect of the industry holds value and contributes to your success. I remember my time in high school, when I spent my summers working in our warehouse facility in the mornings and assisting in the retail store in the afternoons. Initially, I viewed it as simply adding hours to my work schedule, but the insights gained from witnessing the entire ordering process from start to finish were invaluable. Despite the long days, immersing myself in various aspects of the company enabled me to grasp its inner workings and the rationale behind our procedures.

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: You have to 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. Identify someone within the company that has a job that you might be interested in pursuing one day. Ask them how they got to where they are, and pay attention to the way they conduct business. Inquire about ways that vendors and retailers can better partner so that both of their needs are met and their businesses can grow together.

ANDY MEEHAN: Like all endeavors, you get out of it what you put into it. And I always tell new makers to remember to add a splash of personality to everything you do. Oh, and never underestimate the power of a good pun — it’s like the secret sauce of the stationery world!

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. The stationery industry is one of the most supportive and generous communities I’ve been in — people generally want to help and to see each other succeed. Definitely take the time to build relationships within the industry.

TOSHA GREBE PEARSON, Vice President of Sales, Road Runners West: This industry has had my heart since high school. It’s not an easy job and 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. I think for anyone in this industry 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.’

Q: What are some of your favorite products or projects you’ve 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.

CARLOS LLANSO: Coasters are still one of my favorite products. The fact that the product we launched the company with almost 34 years ago is still doing super well warms my heart! A few years ago, with the help of the third generation of the family business, we launched our Seedlings brand. The small, seed-paper envelope and seed paper packaging division is fresh, authentic and sustainable, and the designs and editorial speak (clearly, sweetly and sometimes with sassiness) to a new generation of consumers in the same way that Legacy spoke to our initial audience in 1993.

ANGIE PFIEFER: Our ‘Light-Up Sitter’ program ranks highly on the list of my favorite projects. These newly introduced sitters fit in so seamlessly with Mud Pie’s already-stellar product selection. The opportunities for product development in this category are endless, and our designers are getting really creative with the different base platters and bowls the sitters are paired with.

ANDY MEEHAN: Most recently (in 2022 and continuing now in 2024) the chance to have many LOUIE Award winning cards gain orders and shelf space with Barnes and Noble and PaperSource each summer generating tons of revenue for small- and medium-size greeting card companies. And having created and sold hundreds of millions of dollars in cards and stationery over the years, too many others to count!

JOURDAIN FOSTER: It’s challenging for me to pick a favorite among our products because witnessing any idea conceived in your mind come to life through our designers is truly amazing. However, one standout from our recent Spring ‘24 collection is the Turtle Tracking T-shirts. This season, not only have we introduced a high-quality tee, but 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 that I truly appreciate.

Q: 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. It’s been a thrill to be involved in cards, stationery and gift products and I plan to continue through the next decade or more!

ANGIE PFIEFER: There’s no greater feeling than walking into market and seeing our retailers’ eyes light up when they walk into the showroom. We take a lot of pride in our showroom displays, so it’s always fulfilling to see the ‘oohs’ and ‘aahs.’ It’s also a great opportunity to talk to them one on one and hear about their successes, talk about all of the Mud Pie newness, and determine if there are ways we can improve our customer experience.

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. The journey is always more rewarding with others vs alone!

JOURDAIN FOSTER: Witnessing how our product sustains the livelihood of our customers fills me with enthusiasm. I’ve encountered numerous customers who have transitioned into friends, thanks to the resources that aided in their success. 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. Observing our products being selected among all the other brands to be sold in stores is truly remarkable, and I feel privileged each time a customer eagerly enters our showroom, eager to sell our merchandise.

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!

JANINE KWOH: The best feeling is that spark of recognition that someone has when they pick up a card I’ve made, and say, ‘This is me!’ or ‘This is perfect for so-and-so.’ This moment never gets old, and it reminds me of why I began making cards in the first place — to help others feel more seen, more connected and less alone.

TOSHA GREBE PEARSON: Show time! I love the markets. Having a retail shop for over 10 years is part of why market season is my favorite! 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! I love it when the end consumer buys something that the retailer had faith in, that the rep sold them and that our designer designed and the manufacturer invented and everyone made some money!

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.