VERSE & SENTIMENT CARDS / FEATURE
You send me
In tougher times, so we are told, people feel the need get
in touch with their emotional side. Could this mean a boost Jonny Javelin
for the sentimental send? GT investigates. Tel: 01423 563740
Web: www.jonnyjavelin.com
collections that combine modern imagery
Jonny Javelin’s latest range
with ‘long words’
just released in July is called
The category is an important one for
Cappuccino which is a
retailers and it’s important to recognise the
contemporary-styled card but
need to provide a ‘safe’ choice for people which fi ts the traditional market
who are probably struggling to say what they quite nicely. The verses in these
can’t put into words for themselves.
cards are printed on a full colour
“Sending and choosing a card is such a
leaf insert and are just four lines
lovely opportunity to express thoughts and
long. The cards are foiled in silver
feelings,” says Sharon Booth of Hambledon
and the cards are beautifully
embossed as well.
Studios. “It reminds someone exactly how
We have used shorter verses
much they mean; or say something they
also in two of our other popular
may usually fi nd hard to put into
ranges at
words.
the moment:
“When buying, customers want
Little
the verse and sentiment to be a Treasures
refl ection of their feelings and and Jewels.
ith friendship,
W
wishes; they want it to ‘sound’ like
Jewels is
solidarity and the
it’s from them!
due to be
offering of support
“Teens very often won’t want
expanded
becoming more and
sloppy sentiment for a friends’
by 54 titles
more important to us,
in early
birthday card, for example,
it is an inspiring to see the breadth of Verse September
whereas a grandma buying her
& Sentiment cards available. and the
granddaughter a birthday card will
Inevitably, the vast majority of verse and
expansion
want to express pride, best wishes
sentiment cards are bought by women and
will also
and love over a number of pages.
follow failry traditional rules of design and
incorporate
“Writing on behalf of the
style. There aren’t too many contemporary
a second
sender, expressing their thoughts, price code.
feelings and wishes, is therefore a
It’s important to recognise the
job not to be taken lightly.
verse can say so
“A well-written verse can strengthenh
need to provide a ‘safe’ choice for
much - ofhfffering support; promising brighter i
friendships, build bridges, and bring a smile
times ahead; encouraging fond memories.
people who are probably struggling
to faces of all ages, which, after all, is a
Whilst a short, simple sentiment can hold as
wonderful thing in anybody’s book.
much weight, acting as a reminder that they
to say what they can’t put into
This insight is echoed by Jonathan Spears
are not alone, and offering companionship.
of Jonny Javelin.
words for themselves.
“ Our customers still prefer words in the
middle. It’s as simple as that. However, we
have been reducing the length of our verses
over the last few years and now we rarely go
longer than eight lines. In fact the majority of
our cards now are just four lines and some of
lower code 60 Little Treasures titles have just
a nice comment rather than a verse.
“Of course these are more of a cute-style
range. I suppose the more traditional card,
the longer the verse because there is a direct
link between traditional cards, the age of the
customer and his or her liking of a verse.”
Sympathy
Finding the right words when someone you
know suffers bereavement is a particularly
hard choice for many consumers. Lengthy
www.greetingstoday.co.uk 19
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