FEATURE / FEMALE CARDS
What the retailers say
Terry Harvey
From the Heart, Locksheath Betsy Cameron - WPL
Our best-selling lines for women are two ranges from WPL:
Betsy Cameron at No.1 followed by M.I.L.K. Closely followed by
Wishing Well and Carte Blanche’s Tatty Teddy designs.
We’re just installing UKG’s New Model Line, which may
change things. Wishing Well is doing well with its fl ittered
cards that look not dissimilar to Nigel Quiney’s Pizazz. There
is nothing in the region of Wow! at the moment in terms of a
specifi c range that is doing well but favourites are defi nitely
fl ittered, whimsical lilac/pink butterfl y type cards which may be
something to do with the summer season.
Innovative, cutting edge, and novelty cards are not great -
we’re defi nitely doing better with the ‘Aah, that’s beautiful’ type
cards that bring a tear to the eye.
Paperhouse
Fortunately, the celebration of laddette
Louise Riley
Pizazz -Nigel Quiney
behaviour or binge drinking is showing
House of Cards, Tring
some signs of decline as we enter a more
The top of the list for all our stores is the wonderful Pizazz range
austere, responsible age. As a result the
from Nigel Quiney, which you will fi nd hard to beat. The artist, Tina
humour has much softer edges with more of
Ramsbottom, is also responsible for Paperlink’s very popular Treasures
a knowing smile than a riotous cackle.
and Chloe range, which continue to be top ranges for us.
In Abacus terms this is illustrated in the
Blush from Paper Rose is another strong performer and works well
Frank range with a group of 70s mums and
as a summer range. UKG launched a range earlier this year called
grandmothers doing the hokey cokey in
Elizabeth and although the range is very small it is proving to be
the street under the caption: ‘The Terror of
popular.
Female Binge Drinking’. It’s a neat twist on
Finally I have to add Wendy Jones Blackett to the list, while its
what could be a tricky theme and its success
Quicksilver range is not exclusively for women, the female designs do
is refl ected in the fact the design is Abacus’
fl y out.
7th best-seller.
“Humour has always been popular with
another strong performer, particularly in its want something a little tougher,” says Dean
younger women in their 20s, 30s and 40s
Sassy range that celebrates the female holy Morris.
but even women of a much older generation
trinity of shopping, relationships and, ahem,
are fi nding it acceptable,” explains Bev.
‘sociability’ – all served up with a knowing Girlie Girlie
Expanding the female send in this
chuckle at the things modern women get up Despite the rise and rise of ladette humour,
way is an important aspect for retailers to
to. It is the S&TC vibe writ large and aimed there’s something of a return to femininity
appreciate because it breaks down the notion
at an older, more confi dent and unashamedly happening in female cards too.
that older women only want fl owers or verse
upmarket female send. Flittered, diamante, die-cut and drop
and adds diversity to the female send. It’s
Finding much harder-edged female dead gorgeous designs are leaving the racks
easy to see how mums and daughters can
humour is tough but inevitably you get it in droves.
communicate their sentiments in an ironic,
in spades at Dean Morris. From the ribald, Nigel Quiney’s Pizazz sets the standard
humorous way.
unapologetic humour of the Cabin Crew with its overtly feminine approach
Over at Paperlink, female humour is
range to the overt call to action of the incorporating fashion, lifestyle and a
Dean Morris Paper Link
C’mon Girls, Lets little culture, while the fl oral element is a
Get Pissed design perennial favourite.
shown here.
Rather more Getting it together
surprisingly is the Maybe it’s the times we live in bringing us
female-friendly closer together and the fact that the fairer
defi ance of the sex is naturally more empathetic anyway –
recession with the whatever the case, there is a growing need
‘Buy Shoes’ design for people to connect with each other.
in the mould of the Happily for card retailers, women are
.co.uk Keep Calm and more than keen to get with the programme.
Carry On design The result is a demand for a range of
from yesteryear. different sentiments and occasions based
“There are around the desire to ‘just get in touch’.
millions of women Photographic gurus, Avanti are fi lling
out there who are their boots with this type of quirky
eetingstoday
happy to buy cards sentiment – it’s shot of three school mates
.
gr
with fl owers on proudly displaying fake tattoos with the
them but there are caption ‘Friends Forever” is a great example
www
plenty who also of how to hit the this type of matey send.
24 www.greetingstoday.co.uk
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