Spotlight Award Voices: Catch up with our winners
Now halfway through 2025, catch up with our Spotlight Award winners featuring visionaries in gift and stationery, including retailers, showroom managers, designers, sales reps 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.
What emerging trends are shaping the industry in 2025, and how do you see consumer preferences evolving in the years ahead?
CHRISTINA HALL, Sales Representative, Daniel Richards: I noticed that different types of stores can buy my products. It used to be that stores were typically focused on one type of product. Now, my plant stores have greeting cards, gifts and books. Bookstores have games, stuffed animals and candles. Stores are able to have a variety of customers.
LAUREN HAWKINS, Showroom Director & Senior Creative Specialist, CTW Home Collection: In 2025, the home décor industry is embracing a blend of timeless craftsmanship and modern functionality. Consumers are gravitating toward artisanal, handmade pieces with rich textures and organic materials, reflecting a desire for authenticity and sustainability. Earthy, nature-inspired palettes continue to dominate while soft silhouettes add warmth and comfort to interiors. When it comes to seasonal décor, Christmas is becoming more lustrous and refined, with muted metallics, soft neutrals and elegant jewel tones taking center stage instead of traditional reds and greens.
ANGELA SCHMOOK, Vice President of Operations & Marketing, Road Runners: In 2025, several key trends are shaping the gift, home and stationery industry, driven by shifting consumer values and buying behaviors. One major trend is the demand for authenticity and storytelling. Consumers seek meaningful products — whether handcrafted, sustainably made, solution-orientated or tied to a compelling brand story. Consumers want to know how and why a brand came to life. Retailers who curate unique, experience- driven assortments will continue to stand out.
Another major shift is the rise of hybrid shopping experiences. Shoppers want the flexibility of online convenience and the personal touch of in-store service. Retailers who blend digital engagement — through social selling, live shopping or personalized recommendations — with immersive in-store experiences will have a competitive edge.
We’re also seeing a renewed focus on local and independent businesses. Consumers increasingly want to support small businesses that contribute to their communities. This aligns with the Reps Are Local Too movement, reinforcing the critical role of independent sales reps in connecting brands and retailers.
I see consumer preferences evolving toward quality over quantity, emphasizing personalization, sustainability and meaningful connections. Retailers and brands that prioritize these values will be well-positioned for long- term success.
RYAN MARTZ, Owner, Fire & Pine: Like years past, I think customers are always eager to find new, creative items to offer their customers. Walking the Temps during the January shows, I saw a lot more emerging upstarts than usual. I was more impressed this year with the up-and-comers than any year in recent memory. It really makes me feel good about the direction of our industry creatives.
DELANEY WOMACK, Co-Founder, Specialty Wholesale Talent Association (SWTA) and Vice President of NEST: The blue-and-white china look is definitely shaping the industry this year. I saw it all over the market across categories. I think this really plays into the “romanticizing” everything consumers see all over social media. Also, the color of the year, Mocha Mousse, is going to shine the most in home décor as I saw a new MacKenzie-Childs collection that was mocha-and-white check. I see consumer preferences evolving into more individual style and living authentically, meaning consumers are buying what resonates with them the most. Research by MC&Co Trend found consumers usually fall into six different aspirations: grounded, ordered, escape, nostalgic, playful and opulent.
Those then mix with the individual’s approach to life: optimistic, ambitious, disciplined and accomplished. Based on this research, I would say the blue-and-white China trend would be picked up by a consumer that is nostalgic and optimistic or accomplished. Mocha Mousse will be all over the grounded or opulent aspirations that approach life disciplined or accomplished. I am not one for putting people in boxes, but I think this approach to consumers allows us to visualize just how many trends could exist among all the consumer types as well as identify the potential consumer type for the trends emerging.
LIESEL CALLAHAN, Business Owner, Artist & Designer, Liesel Anne Studios: One of the biggest trends shaping the industry in 2025 is a renewed emphasis on thoughtful, meaningful gifting. Consumers are looking for gifts that feel personal and intentional — items that show they’ve put real thought into choosing something special. This aligns perfectly with the rise of personalized and customizable products, from monogrammed stationery to bespoke gift sets.
Additionally, there’s a growing appreciation for high- quality, beautifully designed everyday essentials. People want practical items that bring joy to their daily routines, whether that’s a notepad that makes their to-do list feel a little more delightful or stationery that turns a simple note into a keepsake.
Another interesting shift is the rise of experience- driven gifting. More and more, people are choosing to give experiences — whether that’s a special outing, a class, or a trip — over traditional gifts. It will be exciting to see how this trend influences the stationery and gifting industry and how we all adapt and grow alongside it. There’s so much opportunity to support experience-driven gifting, whether through beautifully designed keepsakes, thoughtful packaging for experiential gifts, or stationery that helps capture and commemorate those special moments.
Sustainability is a growing priority for brands and consumers alike — how are you integrating eco-conscious practices into your business, role or practice?
HALL: I am more practical in my travels to hit as many stores in an area and not waste gas. I notice that vendors don’t have as many catalogs as in the past. That is good for the environment!
HAWKINS: I make a concerted effort to integrate eco-conscious practices into my designs by sourcing materials that are both sustainable and innovative, such as recycled glass and metal. By incorporating these materials into products, I help reduce environmental impact while still maintaining the aesthetic appeal and high-quality craftsmanship that customers expect.
ERIK LEGENHAUSEN, Owner, Noble Mick’s & Lotus Jewelry Studio: Many people say that it all comes back to price and product. I have found that the average consumer is not willing to pay more for eco-conscious products. We always make the most eco-conscious decisions that work for us and consumers.
MARTZ: We have always been very eco-conscious. All of our wood is sustainably sourced. We added solar to our building a few years back, which cut our carbon emissions in half. We are very proud of our actions and plan to build on them in the future.
DILLON WOMACK, Co-Founder, Specialty Wholesale Talent Association (SWTA), and Business Systems Analyst at Wondersign: While SWTA itself doesn’t necessarily have any eco- conscious practices at this time, I think the mission behind SWTA and the Reps Are Local Too movement promote sustainability as I feel more retailers are trying to bring these types of products into their stores. I suppose this makes SWTA sustainable/eco-friendly by association. No pun intended!
With technology continuing to evolve, what digital tools, platforms or innovations are you leveraging to enhance your business?
MARTZ: We are constantly trying out new design software, CRMs, financial tools and e-commerce solutions. We are also integrating AI resources more and more into our daily routines. I highly recommend others to get ahead of AI and all of the tools it offers.
DILLON WOMACK: I leverage ChatGPT consistently to help with brainstorming and to aid in removing roadblocks that I get stuck on. This alone really helps me get “unstuck” in a much faster timeframe than what I would have done previously. I recently used Leonardo to generate a few different images using AI, then Runway to bring the image to life for a project I was working on. AI as a whole I leverage in any way I can that helps reduce the amount of time something may take me. Time is money, after all!
DELANEY WOMACK: ChatGPT is my personal assistant and brainstorm buddy. If you have not used this tool, do and use it for absolutely anything. My productivity has increased so much with that. I also love tools like Motion, an AI tool that organizes my tasks using AI based on the time I have allotted it will take to do each task and according to what my work hours are and around calls I have scheduled, etc. For social media, Later is a fantastic tool for your entire social media suite and content types.
CALLAHAN: As technology continues to evolve, I’ve embraced digital tools and innovations to enhance both the creative and operational sides of my business. While my artwork remains rooted in hand-painted, traditional techniques, leveraging digital advancements allows me to run my business more efficiently and focus on what I do best — creating joyful, meaningful designs.
On the backend, I utilize various scripts and AI-driven tools to streamline processes like mockup and listing creation, order fulfillment and SEO optimization. These automations help maintain efficiency, ensuring that my small team can provide a seamless shopping experience without sacrificing the personal touch that defines our brand.
By thoughtfully integrating technology into my business, I’m able to work smarter while staying true to the handcrafted, heart-driven nature of Liesel Anne Studios — ensuring a balance between efficiency and the personal connection my customers love.
