May 10, 2022
SF NOW + *Noted report high quality attendance and order-writing

SF NOW + *Noted successfully launched their first in-person April Market at the vibrant Fort Mason Center for Arts & Culture April 28-29, 2022. A joint effort by Emerald, producers of NY NOW, and the non-profit Greeting Card Association (GCA), producers of *Noted: The Greeting Card Expo.

The market gave buyers an opportunity to discover a wide range of stationery, gift, home, and lifestyle products on the West Coast. Strong attendance fostered and strengthened business-to-business connections, spurred transactions, and ensured the two-day market was exciting, memorable, and an immense success.

SF NOW + *Noted welcomed hundreds of buyers, from across the country. Attendees sourced products from top tier exhibitors including Rifle Paper Co., Maison Duquesne, SF Mercantile, Quick Brown Fox Letterpress, Blackwing, Fell, Savannah Bee Company, Niquea.D, Philippa Roberts, Notabag/Umby, PAPYRUS, and many more.

As part of the April 2022 Market, the Enhanced Directory powered by Elastic, was introduced. This powerful tool allowed buyers to do their research preshow and connect with the exhibitors. It will be available post-show for buyers to continue to discover brands and products and build connections.

“We were so excited to be in San Francisco for the very first April Market as we continue in our mission to support our industry, showcase our vendors and introduce buyers to the best new products across stationery, gift, home, lifestyle products and more,” Karalynn Sprouse, executive vice president of SF NOW, said. “This market brought unparalleled success with many vendors reporting record-breaking orders. We are looking forward to another successful market in San Franciso next year and cannot wait to continue this trajectory.”

“There was great synergy between Emerald, with its expertise in buyer-driven events, and the non-profit GCA with our mission to support and promote our maker members,” Nora Weiser, executive director, GCA, said. “Bringing these two elements together created a truly unique experience for exhibitors and buyers to connect as a community.”

GCA recognized the year’s most outstanding greeting cards and creatives, with its 33rd Annual Louie Awards announced at a ceremony held the evening before the show. A full list of finalists and winners can also be found here.

Louie Awards – Top Honors

The top honors went to:

  • Card of the Year $5 and Below | Good Juju Ink
  • Card of the Year Above $5 | Seedlings
  • Writer of the Year | Morgan Harper Nichols, Biely & Shoaf Co.
  • Artist of the Year | Elicia Castaldi, Girl w/Knife
  • Rising Star | She Said It

“You broke the show mold. Created a unique, open floorplan that promotes easy communication between buyers and vendors. The setting is wonderful to shop in and explore. Good food available, friendly show staff and excited vendors. Show well done!!!,” Howard Schwartz, owner of Whitney Howard Designs, said.

April 2022 Market Awards

SF NOW also announced the winners of its April 2022 Market Awards. A full list of finalists and winners can also be found here:

Award Winners

  • Best Product Award | Piffany USA – The Wattage Lamp
  • Best Booth Design | Pink Lemonade LLC

Best Product Award Finalists

  • The Tartan Blanket Co.
  • BRAID & WOOD Design Studio
  • CMYK Technology Inc. / Just Dutch (US)
  • GlassTats
  • Jaq Jaq Bird
  • DesignWorks Ink
  • Whitney Howard Designs
  • candier
  • Golden Mutt Jack
  • Parents Are Human LLC
  • Good Citizen Coffee Co
  • Paddywax
  • TWEE
  • Starz Puzzles

For more information on the April 2023 Market, visit or email

About the Greeting Card Association

Founded in 1941, The Greeting Card Association (GCA) is the non-profit U.S. trade association serving the greeting card and social expressions industry. GCA represents nearly 200 American and international publishers and industry partners by promoting the tradition of sending greeting cards, helping members grow their businesses, recognizing creativity, and serving the industry and citizen mailer as a voice for media, leadership, and advocacy on industry issues. For more information, visit

About NY NOW

NY NOW is a wholesale market for tomorrow’s retail world. Rich with diverse products for discerning retailers, museum stores and specialty buyers. For more information, visit

Social Connections

The Gift + Stationery Spotlight Awards is back!This year we will honor 12 outstanding individuals making meaningful contributions to the industry. Nominations are encouraged from all segments of the industry – men and women who are demonstrating innovation, creativity and commitment.For more information and to nominate, visit AUGUST 23#spotlightawards #giftandstationery #retail #stationery #innovators ... See MoreSee Less
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