design community
The
Artists’
view
n May the premier
I
exhibition for Art and
Design, New York
based Surtex had quite
a challenge to face. In
Surtex
the midst of a recession the
Portfolio Select Ltd.
organisers had decided to
change the layout radically and create a leaner and more cohesive
Despite starting up a new business on the brink
exhibition along the other shows at Javitts.
of a global recession, Portfolio Select Ltd is
There was a lot of protest from those exhibitors who has bedded into
a favoured position and now had no wish to relocate. So, as well as the
rapidly establishing itself as a growing an very
economic climate and the effect on sales, there was the fear of not being
successful Art Licensing and Design Agency.
found by regular clients or losing a spot good for passing trade.
Initial follow up reports were fine but the proof of a show is further
down the track when orders are confirmed and leads all covered. I asked
espite starting up a new business on the brink three UK exhibitors for a comment.
D
of a global recession, Portfolio Select Ltd is Michelle Humphreys has been a Surtex regular for many years, Kate
rapidly establishing itself as a growing and
Knight since 2005 and Sara Taylor just 2 years. All are good at shows
very successful Art Licensing and Design
and will be returning next year. They were quietly optimistic about the
Agency.
changes and the future.
David Seddon is both creative and managing director
Michelle Humphreys - www.klein-designs.com
and currently represents around 50 talented artists and
photographers from his base in Bovingdon in Hertfordshirep
Surtex was much better than expected as
Some established and successful artists have joined
far the change in hall was concerned. A nice
Portfolio Select over the past yearP , including Karen Tye
overall corporate look in black and grey
Bentley, Jason Bennion, Marilyn Robertson, Ian Hallows, Michael Cheung, Julie
and the link to the National Stationery Show
proved very successful.
Clay, Steve Bridger, Janet Whittle and the successful partnership of Alison and Enrico
The number of exhibitors had dropped
McGarrigle. With styles across the whole spectrum – contemporary, traditional, fine art,
quite a bit and show traffic was slower with
cute, and whimsical.
companies limited to one day at show. Many
Photographers include the award winning Mike Cetta and Steve Mitchell, who
buyers had no budget to buy and if they had,
already has numerous landscape photographs published worldwide on prints and posters.
wanted to pay half the normal price. I think buyers are waiting to buy new
Designs within the portfolios are aimed mainly towards the greeting card, gift bag, designs so we may have a surge in the autumn.
giftwrap and tableware industry but also translate well to other paper products, prints/ The Spring Fair was ten times better for us but buyers might have had
posters and advertising.
the budgets earlier in the year. We shall take a stand at Surtex next year
David also has a really talented paper engineer, Sarah O’Dell, who has successfully
although lots of people are not going back at the moment.
created superb 3D paper model houses for Unicef. She is currently working on new
Kate Knight – www.kateknight.co.uk
ideas for exclusive pop-up greeting cards.
Customer service and communication are the two watchwords of the business. “It Following my first two years at Surtex I
can be hard work sometimes, but getting great feedback from clients for good customer
did notice a dramatic fall in the number of
service make the job very worthwhile,” says David. “Artists too appreciate the friendly
prospective clients visiting my stand in 2007
efficient communication ‘and they certainly like the fact that they get paid very quickly
& 2008. Following the relocation this year
too! I’m not a believer in holding on to other peoples hard earned money’ – so artists and
I was very happy to see more buyers. The
move to the new location may have been the
suppliers are kept very happy.”
cause of this, who knows? I certainly felt that
The new website is producing remarkable results too. Literally hundreds of new
moving was a step in the right direction. I
customers have registered since it launched and are able to see all 7500 plus designs.
shall be returning to Surtex in 2010 because
New customers are usually contacted soon after they have registered and can then be
I feel it is important to attend this particular
given help looking for specific captions or styles.
show. It helps to maintain links with a number
“Being and artist myself helps in the creative process to guide and assist the artists,” of my existing North American customers as
adds David. “It’s good to bounce new ideas around or suggest the odd tweak to make well showcasing my work to potential new
a design more commercially appealing. I’m a firm believer in trying to be original and
clients.
innovative in the design process.”
Sara Taylor – www.sarataylor.co.uk
Portfolio Select is welcoming experienced greeting card designer, Christopher Gaisey,
to the fold.. His cute designs have been widely published worldwide and he is currently For me, the show was a lot busier than last year and I was able to catch
creating a new series of cute Christmas designs and also a new range of fairy designs.
up with previous clients and made many new contacts. One has resulted
(pics attached CRG0003 & CRG0007)
in a new bedding range already and there may be something for a UK
Kathy Barfield has also just joined Portfolio Select and has a range of domestic pets
company as well.
and animal designs created in pastel. Kathy is able to accept commissions. (pic attached
A lot of people walked onto Surtex from the National Stationery
KBA0016)
Show who would not have visited the show normally. I didn’t hear any
negativity about the new layout.
And Hot off the press will also be a new range of Christmas designs by Jason
My experience so far is that budgets are not always discussed at an
Bennion – watch this space!
exhibition; however, I have several clients who now only want to buy
Tel 01442 833 458 outright. As I license, I felt I did turn down quite a lot of work because I
Web: www.portfolioselect.co.uk
don’t sell outright. I am currently planning to return to Surtex next year.
30 www.greetingstoday.co.uk
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