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PGLIVEREVIEW


Tamsyn Johnston-Hughes & Alison Kildunne, Hall & Co, Hallmark “Hall & Co is our big launch, there are eight different looks but it’s not the Hallmark brand in any way.


“It has actually been in the making for about a year. It took us so long to get everything to the right spec with the colours and going through the archive designs. Some of the envelopes have archive designs on the inside. It is really a more considered purchase as a limited edition - designs for the next edition are in the making now. “We have completely designed the range with independent retailers and gift shops in mind, for people with a big card space where this is something different, or someone with a very small space as they’re mainly gifts but these are enough to fi ll the whole thing and cover all their needs. It’s very trendy.


“The eight different collections are under Hall & Co, with six or 12 designs in each collection. The next collection is looking at the beginning of next year because it takes such a long time to develop. “We needed to do something completely different to get to the independents as it’s about the design much more so than our other outlets. It’s been received really well already. People trust Hallmark so it helps to have that link while still being a new brand. “It’s really about attention to detail. We have done a lot of research on the brand and how people feel about us and really listened to them, this is the result. Even down to where we want it to appear and where we don’t want it to appear, because we usually just push everything out to everyone who wants it. “We talked to something like 500 independent retail shops about what we can do better and how we can help them, particularly with the challenges they face from Card Factory and the like, and Hall & Co epitomises the opposite of that. “We’ve tried to see it through the lens of the independent. Our designer has been very passionate about it and her rule of thumb is that if she didn’t want to touch the card and feel it then it isn’t right.”


It’s a lively one!


The sixth annual PG Live specialist card trad show was quite a hit with exhibitors and retailers alike as they descended on the Business Design Centre in london last month.There were more than 200 stands with


new launches, competitions, and characters everywhere plus some hellos and goodbyes.


● Not despicable - the Minions were very popular, Blue Eyed Sun’s Jeremy Corner was snapped, and Daniel Prince even took a selfi e


Karen Skipper UK Greetings Product Development Director “Many felt the Disney collection was a breath of fresh air. The fantastic feedback is testament to all the hard work and creativity our design and marketing teams put into delivering such amazing product.”


Trevor Jones & Daniel Prince, Danilo ”We’ve had a brilliant show, with a great set of visitors and fantastic response to our rew ranges – it’s been Minion mania across the wide range of buyers.”


40 www.greetingstoday.co.uk


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