Stationery Matters Autumn/Winter 2018

A U T U M N // W I N T E R 2 0 1 8 £ 4 . 9 5

RETAIL FOCUS Flirting with fashion CHILD’S PLAY The growth of kids’ stationery THIRTY UNDER 30 Meet our new young stationery stars

PLASTIC POLLUTION Winning the war on plastics

PROFILE Taymoor Atighetchi founder of Papier

PACKED WITH GREAT STATIONERY & GIFT NEWS

26. – 29. 1. 2019 Frankfurt am Main

CONTENTS

V2

22

5 NEWS All the latest news, including a customs update on Brexit and our Stationery+ feature

England

The stationery trends.

11 THIRTY UNDER 30 Our second competition reveals the next generation of stationery stars 16 ASIAN REVOLUTION Julia Faiers on why the British market loves stationery from Japan,Taiwan and Korea

Compelling ideas for your product assortment – book your ticket now!

From lifestyle accessories to traditional writing instruments and superior stationery products – the Stationery Trends segment at Paperworld offers the world’s largest platform for personal stationery products.

The carefully tailored supplementary programme of events is a comprehensive source of information on the latest developments in the office supplies and stationery sectors. Pick up new ideas and benefit from the Business Matchmaking programme at the industry’s largest meeting place. paperworld.messefrankfurt.com

info@uk.messefrankfurt.com Tel. +44 (0) 14 83 48 39 83

67429-020_PW_Stationery_Stationery_Matters_210x297 • FOGRA 39 • CMYK • js: 07.09.2018

DU: 07.09.2018

21 ICONS OF STATIONERY Chris Leonard-Morgan on the Staedtler Noris pencil 22 FLIRTING WITH FASHION Charlotte Kemp explains why fashion and stationery are two sides of the same notebook

16

26 UNZIPPED A brand new feature revealing the contents of a stationery professional’s pencil case. First up is Papersmiths’ Sidonie Warren 28 HOT PRODUCT RELEASES Find out the newest stationery releases set to fill the shelves and shopping baskets of the nation

28

31 GETTING PERSONAL Julia Faiers shows how our search for individuality is driving the customisation and personalisation trend

Editor’s Letter

I began the previous issue with a battle cry to fight back against doom-mongers writing off the UK high street. Over the past six months retail has continued to make the headlines for all the wrong reasons. So I’m starting this issue reiterating the message to take a step back and look beyond the gloom. Let’s listen to the other voices in retail who talk about this period being a challenge that offers new opportunities. The young people who entered our second Thirty Under 30 competition are living proof that there is much to be hopeful for. Elsewhere in the issue Rebecca Saunders fills us in on the growing children’s stationery sector, and in a separate feature writes lucidly about the current ‘state of stationery,’ focusing on the stories that point to success. Henri Davis adds to the positivity with news of how our industry is stepping up to the challenge of reducing plastic pollution.

Front cover features A5 metallic covered notebooks with matching foiled page edges from the COLOURBLOCK Metallic collection at GO Stationery, www.gostationery.net

31

A U T U M N // W I N T E R 2 0 1 8 3

26. – 29. 1. 2019 Frankfurt am Main

CONTENTS

V2

22

5 NEWS All the latest news, including a customs update on Brexit and our Stationery+ feature

England

The stationery trends.

11 THIRTY UNDER 30 Our second competition reveals the next generation of stationery stars 16 ASIAN REVOLUTION Julia Faiers on why the British market loves stationery from Japan,Taiwan and Korea

Compelling ideas for your product assortment – book your ticket now!

From lifestyle accessories to traditional writing instruments and superior stationery products – the Stationery Trends segment at Paperworld offers the world’s largest platform for personal stationery products.

The carefully tailored supplementary programme of events is a comprehensive source of information on the latest developments in the office supplies and stationery sectors. Pick up new ideas and benefit from the Business Matchmaking programme at the industry’s largest meeting place. paperworld.messefrankfurt.com

info@uk.messefrankfurt.com Tel. +44 (0) 14 83 48 39 83

67429-020_PW_Stationery_Stationery_Matters_210x297 • FOGRA 39 • CMYK • js: 07.09.2018

DU: 07.09.2018

21 ICONS OF STATIONERY Chris Leonard-Morgan on the Staedtler Noris pencil 22 FLIRTING WITH FASHION Charlotte Kemp explains why fashion and stationery are two sides of the same notebook

16

26 UNZIPPED A brand new feature revealing the contents of a stationery professional’s pencil case. First up is Papersmiths’ Sidonie Warren 28 HOT PRODUCT RELEASES Find out the newest stationery releases set to fill the shelves and shopping baskets of the nation

28

31 GETTING PERSONAL Julia Faiers shows how our search for individuality is driving the customisation and personalisation trend

Editor’s Letter

I began the previous issue with a battle cry to fight back against doom-mongers writing off the UK high street. Over the past six months retail has continued to make the headlines for all the wrong reasons. So I’m starting this issue reiterating the message to take a step back and look beyond the gloom. Let’s listen to the other voices in retail who talk about this period being a challenge that offers new opportunities. The young people who entered our second Thirty Under 30 competition are living proof that there is much to be hopeful for. Elsewhere in the issue Rebecca Saunders fills us in on the growing children’s stationery sector, and in a separate feature writes lucidly about the current ‘state of stationery,’ focusing on the stories that point to success. Henri Davis adds to the positivity with news of how our industry is stepping up to the challenge of reducing plastic pollution.

Front cover features A5 metallic covered notebooks with matching foiled page edges from the COLOURBLOCK Metallic collection at GO Stationery, www.gostationery.net

31

A U T U M N // W I N T E R 2 0 1 8 3

Register at www.stationerymatters.news to receive our biweekly industry e-newsletter

CONTENTS

NEWS

49

STATIONERY BIZ 36 WAR ON PLASTICS Henri Davis on how we’re finding solutions for our use and abuse of plastic 40 ARTIFICIAL INTELLIGENCE Chris Partridge shows how AI is enhancing the consumer shopping experience OUR CONTRIBUTORS

42 LAUNCHPAD COMPETITION: ONE YEAR ON Peace & Blessings founder Zakera Kali on what she’s doing one year on from her LaunchPad Manchester win 43 AND THE WINNER IS….

Henri Davis explains why it’s a no-brainer for businesses to enter industry awards 46 THE STATE OF STATIONERY Rebecca Saunders offers an optimistic review of the current stationery market 49 SMALL BUSINESS FOCUS Mount Street Printers, London 52 CHILD’S PLAY Rebecca Saunders on the ever-expanding market for children’s stationery 54 LAST WORD We interview Taymoor Atighetchi, founder and CEO of Papier

Charlotte Kemp Stationery magpie Charlotte Kemp is editor of Femail Magazine at the Daily Mail and has a penchant for ink pens, notebooks and elegant leather pencil cases.

She was previously editor of Stationery Magazine and continues to contribute to Stationery Matters.

Chris Leonard-Morgan Chris is the founder of the London Stationery Show, National Stationery Week,World Stationery Day and the ‘Writing Matters’ campaign. He is a Liveryman of The Stationers’ Company. He also founded the London DIY Show and was one of the founders of Exclusively Housewares of which he is still a director.

Henri Davis Henri has worked in the retail industry for 30 years, and in stationery since 1990, as a stationery buyer for WHSmith until 2003. Now an independent retail advisor in the cards, gifts, stationery and heritage industries, she works with many small and medium-sized businesses.

She is currently chairman of The Giftware Association.

Chris Partridge Chris started writing about technology when phones were wired to the wall, research involved long hours in the library and tweets were strictly for the birds. He edited the technology supplements of the Sunday Times and the Daily Telegraph and now works freelance covering technology trends for The Times and Woman’s Weekly.

Rebecca Saunders Rebecca is an independent retail and ecommerce consultant, having recently run Stationery,Weddings and Christmas at Notonthehighstreet.com. She is a former John Lewis buyer and has worked across Food, Technology, Jewellery, Beauty and Baby & Child. She started her career in finance and strategy.

Editor: Julia Faiers editor@stationerymatters.news Sales & circulation manager: Hazel Fieldwick hazel.fieldwick@oceanmedia.co.uk Sales executive: Noel Harvey noel@nbhpublishing.co.uk Art director: Jon Wainwright Head of Content & PR: Vanessa Fortnam info@stationerymatters.news Marketing executive: Zoe Chinery zoe@stationerymatters.news Publisher: Tim Willoughby tim.willoughby@oceanmedia.co.uk

Stationery Matters is published twice a year

by Ocean Media Exhibitions Ltd 4 Harbour Exchange 3rd Floor Isle of Dogs London E14 9GE Tel: +44 (0) 20 7772 8461 email: info@stationerymatters.news Twitter: @StatMatters Instagram: @stationerymatters Web: www.stationerymatters.news While every care has been taken for accuracy in the contents of this magazine, the publisher accepts no responsibility or liability for any errors or omissions. No part of this publication may be copied or stored in a retrieval system without the express permission of the publisher. Views expressed are not necessarily those of the publisher. Copyright: Ocean Media Exhibitions Ltd 2017.

Stationery Matters is available free of charge to directors, buyers, merchandise managers, store managers and department managers of retailers and suppliers of stationery products in the UK. No part of this publication may be reproduced without the written permission of the publishers.

Fisher Bullet pen celebrates 70 years

Moleskine reports soaring B2B sales for H1

When Paul C. Fisher created the Bullet pen in the US in 1948, he changed the design landscape of writing instruments and earned a reputation for creating sleek products that exists to this day.

Alongside its sister instrument, the Space pen, the Bullet pen enjoys worldwide recognition as a design icon.

The Bullet has been the subject of many art and design books and hundreds of thousands are sold around the world every month. It has earned a spot at New York’s Museum of Modern Art (MoMA), which has called it an outstanding example of “exquisite industrial design.”

To celebrate 70 years of production, Fisher Space Pen has created a special-edition 70th anniversary Bullet pen in chrome with a black titanium cap and custom laser engraving. The special edition pen comes in a luxury gift box.

Fisher pens are distributed in the UK by GBA Pen Company. www.gbapen.co.uk

Stationery brand Moleskine, 100% owned by the D’Ieteren Group, reported strong sales across the board for the first half of 2018, rising 18.7% on a constant currency basis. The brand said the sales of 72.7m euros were driven predominantly by B2B expansion and increased success in EMEA and in the Americas.

The star sales gains posted for the B2B segment – 82.8% – came on the back of a variety of large projects in all the operating regions.

The company also cited financial benefits from delayed 2017 leads and projects, and increased The new Super Mario sales in its digital line notebook by Moleskine Moleskine+, which includes its Smart Writing System and a new Smart pen called Pen+ Ellipse, and in its bags and small leather products segments.

D’Ieteren maintained its position for the financial year, predicting double-digit growth on a constant currency basis as it cashes in from its planned B2B projects and concentrated sales for the final quarter in the run up to Christmas. Moleskine’s notebooks and writing, travel and reading accessories are sold through a multichannel distribution network across more than 115 countries. www.moleskine.com

All eyes on London

The build up has started for next year’s annual stationery fix in London, renamed Stationery Show London. The newly branded show takes place at the Business Design Centre in Islington, 30 April and 1 May 2019. The much-loved show is a two-day stationery and gift extravaganza which sees the UK’s biggest concentration of writing and paper products from around the world all in one place.Visitors frequently tell the show organisers they see brilliant brands that only exhibit at SSL and nowhere else. If you buy or sell stationery, it’s an essential date for your diary!

A U T U M N // W I N T E R 2 0 1 8 5

Register at www.stationerymatters.news to receive our biweekly industry e-newsletter

CONTENTS

NEWS

49

STATIONERY BIZ 36 WAR ON PLASTICS Henri Davis on how we’re finding solutions for our use and abuse of plastic 40 ARTIFICIAL INTELLIGENCE Chris Partridge shows how AI is enhancing the consumer shopping experience OUR CONTRIBUTORS

42 LAUNCHPAD COMPETITION: ONE YEAR ON Peace & Blessings founder Zakera Kali on what she’s doing one year on from her LaunchPad Manchester win 43 AND THE WINNER IS….

Henri Davis explains why it’s a no-brainer for businesses to enter industry awards 46 THE STATE OF STATIONERY Rebecca Saunders offers an optimistic review of the current stationery market 49 SMALL BUSINESS FOCUS Mount Street Printers, London 52 CHILD’S PLAY Rebecca Saunders on the ever-expanding market for children’s stationery 54 LAST WORD We interview Taymoor Atighetchi, founder and CEO of Papier

Charlotte Kemp Stationery magpie Charlotte Kemp is editor of Femail Magazine at the Daily Mail and has a penchant for ink pens, notebooks and elegant leather pencil cases.

She was previously editor of Stationery Magazine and continues to contribute to Stationery Matters.

Chris Leonard-Morgan Chris is the founder of the London Stationery Show, National Stationery Week,World Stationery Day and the ‘Writing Matters’ campaign. He is a Liveryman of The Stationers’ Company. He also founded the London DIY Show and was one of the founders of Exclusively Housewares of which he is still a director.

Henri Davis Henri has worked in the retail industry for 30 years, and in stationery since 1990, as a stationery buyer for WHSmith until 2003. Now an independent retail advisor in the cards, gifts, stationery and heritage industries, she works with many small and medium-sized businesses.

She is currently chairman of The Giftware Association.

Chris Partridge Chris started writing about technology when phones were wired to the wall, research involved long hours in the library and tweets were strictly for the birds. He edited the technology supplements of the Sunday Times and the Daily Telegraph and now works freelance covering technology trends for The Times and Woman’s Weekly.

Rebecca Saunders Rebecca is an independent retail and ecommerce consultant, having recently run Stationery,Weddings and Christmas at Notonthehighstreet.com. She is a former John Lewis buyer and has worked across Food, Technology, Jewellery, Beauty and Baby & Child. She started her career in finance and strategy.

Editor: Julia Faiers editor@stationerymatters.news Sales & circulation manager: Hazel Fieldwick hazel.fieldwick@oceanmedia.co.uk Sales executive: Noel Harvey noel@nbhpublishing.co.uk Art director: Jon Wainwright Head of Content & PR: Vanessa Fortnam info@stationerymatters.news Marketing executive: Zoe Chinery zoe@stationerymatters.news Publisher: Tim Willoughby tim.willoughby@oceanmedia.co.uk

Stationery Matters is published twice a year

by Ocean Media Exhibitions Ltd 4 Harbour Exchange 3rd Floor Isle of Dogs London E14 9GE Tel: +44 (0) 20 7772 8461 email: info@stationerymatters.news Twitter: @StatMatters Instagram: @stationerymatters Web: www.stationerymatters.news While every care has been taken for accuracy in the contents of this magazine, the publisher accepts no responsibility or liability for any errors or omissions. No part of this publication may be copied or stored in a retrieval system without the express permission of the publisher. Views expressed are not necessarily those of the publisher. Copyright: Ocean Media Exhibitions Ltd 2017.

Stationery Matters is available free of charge to directors, buyers, merchandise managers, store managers and department managers of retailers and suppliers of stationery products in the UK. No part of this publication may be reproduced without the written permission of the publishers.

Fisher Bullet pen celebrates 70 years

Moleskine reports soaring B2B sales for H1

When Paul C. Fisher created the Bullet pen in the US in 1948, he changed the design landscape of writing instruments and earned a reputation for creating sleek products that exists to this day.

Alongside its sister instrument, the Space pen, the Bullet pen enjoys worldwide recognition as a design icon.

The Bullet has been the subject of many art and design books and hundreds of thousands are sold around the world every month. It has earned a spot at New York’s Museum of Modern Art (MoMA), which has called it an outstanding example of “exquisite industrial design.”

To celebrate 70 years of production, Fisher Space Pen has created a special-edition 70th anniversary Bullet pen in chrome with a black titanium cap and custom laser engraving. The special edition pen comes in a luxury gift box.

Fisher pens are distributed in the UK by GBA Pen Company. www.gbapen.co.uk

Stationery brand Moleskine, 100% owned by the D’Ieteren Group, reported strong sales across the board for the first half of 2018, rising 18.7% on a constant currency basis. The brand said the sales of 72.7m euros were driven predominantly by B2B expansion and increased success in EMEA and in the Americas.

The star sales gains posted for the B2B segment – 82.8% – came on the back of a variety of large projects in all the operating regions.

The company also cited financial benefits from delayed 2017 leads and projects, and increased The new Super Mario sales in its digital line notebook by Moleskine Moleskine+, which includes its Smart Writing System and a new Smart pen called Pen+ Ellipse, and in its bags and small leather products segments.

D’Ieteren maintained its position for the financial year, predicting double-digit growth on a constant currency basis as it cashes in from its planned B2B projects and concentrated sales for the final quarter in the run up to Christmas. Moleskine’s notebooks and writing, travel and reading accessories are sold through a multichannel distribution network across more than 115 countries. www.moleskine.com

All eyes on London

The build up has started for next year’s annual stationery fix in London, renamed Stationery Show London. The newly branded show takes place at the Business Design Centre in Islington, 30 April and 1 May 2019. The much-loved show is a two-day stationery and gift extravaganza which sees the UK’s biggest concentration of writing and paper products from around the world all in one place.Visitors frequently tell the show organisers they see brilliant brands that only exhibit at SSL and nowhere else. If you buy or sell stationery, it’s an essential date for your diary!

A U T U M N // W I N T E R 2 0 1 8 5

Register at www.stationerymatters.news to receive our biweekly industry e-newsletter

NEWS

NEWS: BREXIT CUSTOMS UPDATE

Photo by Dylan Nolte on Unsplash

Lime announces partnership with Lannoo and Quattro Colori

Flying in the face of Brexit, Lime Stationery & Art has announced a new collaboration with Lannoo Graphics, a division of Lannoo Publishing Group, one of Benelux’s leading publishing companies with six sites throughout Belgium and the Netherlands.

Lannoo Graphics specialises in the design, development and marketing of high-quality stationery covering Back to School, social, gift, creative stationery and licensed bags, with sales to more than 30 countries in Europe.

Lannoo Graphics managing director Kurt Devriese said: “We are thrilled about our partnership with Lime Stationery & Art. Through the brands they represent and the way Michael, Tracy and the whole team at Lime approach the market, we see that we share the same DNA. Lannoo Graphics too has a tradition of working with high-quality fancy stationery, diaries, pen cases, bags and accessories meant for specialised retail. As we see a growing number of consumers paying attention to qualitative, functional products with a ‘plus’, we see an important potential for the combination of Lime Stationery & Art and Lannoo Graphics in the UK market.”

Michael Owen, director at Lime Stationery & Art added: “The new partnership between Lime Stationery & Art and Lannoo Graphics enables us to get fully involved in an established Back To School offer, which Lime has never had. Lannoo are highly regarded throughout Europe as the leader in premium Back to School products.We were both attracted because on one hand we wanted to add Back to

Register at www.stationerymatters.news to receive our biweekly industry e-newsletter

School to our offer, with Lannoo wanting to rely more on everyday products, where we are stronger.The Quattro Colori range fits perfectly into our love of premium stationery products.”

Michael shared with Stationery Matters his opinions on how Brexit will affect elements of the stationery industry: “Brexit …. now there’s a subject. I have many opinions on Brexit, many of which you wont be able to publish. It is enough to say that premium stationery has become higher priced, along the same lines as everything else. The premium stationery market requires people to have a degree of disposable income. We are finding that as this reduces, people are reverting back to basic stationery.

Brexit will push this even further as people become more uncertain. I suspect the overall stationery market will stay static, with premium noticing a slightly tougher year. UK agents and distributors could become more valuable, as it will be imperative that any new required tariffs and paperwork be kept away from the retailer. This job will fall to the agent or distributor, if they are prepared to do it. Obviously someone will have to pay for this service.” www.limestationery.co.uk

NEW COLOURS COMING SOON!

Amazing iridescent colours – different on dark or light coloured paper

Colour and sparkle like never before!

Pentel (Stationery) Ltd., Hunts Rise, South Marston Park, Swindon, Wilts. SN3 4TW. Tel. 00 44 (0) 1793 823333. Email: salesoffice@pentel.co.uk.

DEAL OR NO DEAL

BARBARA SCOTT offers insight into the latest negotiations regarding post-Brexit trade between Britain and the EU. WITH time running out for the UK and the EU to decide on the basis of a new arrangement for trade in goods when the UK leaves the EU on 29 March next year, businesses should be considering what the consequences may be should there be ‘no deal.’ Of course we are hoping for a transition period, during which everything remains as it is today for trade, both within and outwith the EU, but that is dependent upon the European Commission and the UK coming to some agreement soon.

Currently, goods traded between the UK and EU are not subject to any import duty and, for supplies to VAT-registered businesses, import VAT charges. In the worst-case scenario, i.e. with no deal, when you sell goods to customers in the EU, they would have to pay import duties at the same rates that currently apply to nonEU imports. Also, the goods would

require an export declaration to leave the UK and an import declaration to enter the EU. This would be an additional cost for you and for your customer who may also, depending on the type of goods and the applicable rules within the EU member state of arrival, need to pay import VAT. Similarly, for goods received into the UK from the EU, you would have to pay import charges which, initially at least, would be the same rates as those applied to goods imported from nonEU countries today. While for many paper products the duty rate would be 0%, there would be duty and VAT to pay on other imported stationery items – and you would have the added cost of having to pay an agent to make that import declaration on your behalf.

Of course, this is not a position that either the UK Government or the EU wants, particularly because of the Irish land boundary where border controls would be unacceptable.

It is now recognised that a “soft border” between the UK and EU facilitated by technology is not going to be available in the required timescales – the EU wants the new arrangements to be in place by the

Barbara Scott is the owner of Customs Associates Ltd, an independent customs and international trade consultancy providing advice and support to importers and exporters.

She helps companies, ranging from small independent importers to global companies, to pay the minimum amount of import duties, whilst at the same time complying with the many customs and trade regulations laid down by the European Commission.

www.customs.co.uk

end of 2020. The Government White Paper published in July proposes that there should be a free trade arrangement resulting in little change, and certainly no customs clearances on goods moving between the UK and EU. But, if there were differences in EU and UK duty rates (for example if the UK no longer applied high tariffs on Chinese coated fine paper) there would be a complex system for dealing with imports into the UK which are destined for both the UK and EU markets. There would be the option for businesses authorised by HMRC as ‘trusted traders’ to pay the higher rate of duty on the goods when they were imported and then claim a repayment of the duty on the goods that are placed on the UK market. It is complicated!

However, we need not get too excited about the detail just yet, as the proposal has to get past the EU and UK politicians first. In the meantime, we are told that HMRC is preparing for ‘no deal’ as, just in case it should happen, they want to minimise disruption as much as they are able.

You must consider this too, especially if you have only traded within the EU before. HMRC has promised that, as soon as it can, it will publicise what business needs to do – it’s just that unless our politicians get a move on, there may not be much time for business to carry out those preparations.

A U T U M N // W I N T E R 2 0 1 8 7

Register at www.stationerymatters.news to receive our biweekly industry e-newsletter

NEWS

NEWS: BREXIT CUSTOMS UPDATE

Photo by Dylan Nolte on Unsplash

Lime announces partnership with Lannoo and Quattro Colori

Flying in the face of Brexit, Lime Stationery & Art has announced a new collaboration with Lannoo Graphics, a division of Lannoo Publishing Group, one of Benelux’s leading publishing companies with six sites throughout Belgium and the Netherlands.

Lannoo Graphics specialises in the design, development and marketing of high-quality stationery covering Back to School, social, gift, creative stationery and licensed bags, with sales to more than 30 countries in Europe.

Lannoo Graphics managing director Kurt Devriese said: “We are thrilled about our partnership with Lime Stationery & Art. Through the brands they represent and the way Michael, Tracy and the whole team at Lime approach the market, we see that we share the same DNA. Lannoo Graphics too has a tradition of working with high-quality fancy stationery, diaries, pen cases, bags and accessories meant for specialised retail. As we see a growing number of consumers paying attention to qualitative, functional products with a ‘plus’, we see an important potential for the combination of Lime Stationery & Art and Lannoo Graphics in the UK market.”

Michael Owen, director at Lime Stationery & Art added: “The new partnership between Lime Stationery & Art and Lannoo Graphics enables us to get fully involved in an established Back To School offer, which Lime has never had. Lannoo are highly regarded throughout Europe as the leader in premium Back to School products.We were both attracted because on one hand we wanted to add Back to

Register at www.stationerymatters.news to receive our biweekly industry e-newsletter

School to our offer, with Lannoo wanting to rely more on everyday products, where we are stronger.The Quattro Colori range fits perfectly into our love of premium stationery products.”

Michael shared with Stationery Matters his opinions on how Brexit will affect elements of the stationery industry: “Brexit …. now there’s a subject. I have many opinions on Brexit, many of which you wont be able to publish. It is enough to say that premium stationery has become higher priced, along the same lines as everything else. The premium stationery market requires people to have a degree of disposable income. We are finding that as this reduces, people are reverting back to basic stationery.

Brexit will push this even further as people become more uncertain. I suspect the overall stationery market will stay static, with premium noticing a slightly tougher year. UK agents and distributors could become more valuable, as it will be imperative that any new required tariffs and paperwork be kept away from the retailer. This job will fall to the agent or distributor, if they are prepared to do it. Obviously someone will have to pay for this service.” www.limestationery.co.uk

NEW COLOURS COMING SOON!

Amazing iridescent colours – different on dark or light coloured paper

Colour and sparkle like never before!

Pentel (Stationery) Ltd., Hunts Rise, South Marston Park, Swindon, Wilts. SN3 4TW. Tel. 00 44 (0) 1793 823333. Email: salesoffice@pentel.co.uk.

DEAL OR NO DEAL

BARBARA SCOTT offers insight into the latest negotiations regarding post-Brexit trade between Britain and the EU. WITH time running out for the UK and the EU to decide on the basis of a new arrangement for trade in goods when the UK leaves the EU on 29 March next year, businesses should be considering what the consequences may be should there be ‘no deal.’ Of course we are hoping for a transition period, during which everything remains as it is today for trade, both within and outwith the EU, but that is dependent upon the European Commission and the UK coming to some agreement soon.

Currently, goods traded between the UK and EU are not subject to any import duty and, for supplies to VAT-registered businesses, import VAT charges. In the worst-case scenario, i.e. with no deal, when you sell goods to customers in the EU, they would have to pay import duties at the same rates that currently apply to nonEU imports. Also, the goods would

require an export declaration to leave the UK and an import declaration to enter the EU. This would be an additional cost for you and for your customer who may also, depending on the type of goods and the applicable rules within the EU member state of arrival, need to pay import VAT. Similarly, for goods received into the UK from the EU, you would have to pay import charges which, initially at least, would be the same rates as those applied to goods imported from nonEU countries today. While for many paper products the duty rate would be 0%, there would be duty and VAT to pay on other imported stationery items – and you would have the added cost of having to pay an agent to make that import declaration on your behalf.

Of course, this is not a position that either the UK Government or the EU wants, particularly because of the Irish land boundary where border controls would be unacceptable.

It is now recognised that a “soft border” between the UK and EU facilitated by technology is not going to be available in the required timescales – the EU wants the new arrangements to be in place by the

Barbara Scott is the owner of Customs Associates Ltd, an independent customs and international trade consultancy providing advice and support to importers and exporters.

She helps companies, ranging from small independent importers to global companies, to pay the minimum amount of import duties, whilst at the same time complying with the many customs and trade regulations laid down by the European Commission.

www.customs.co.uk

end of 2020. The Government White Paper published in July proposes that there should be a free trade arrangement resulting in little change, and certainly no customs clearances on goods moving between the UK and EU. But, if there were differences in EU and UK duty rates (for example if the UK no longer applied high tariffs on Chinese coated fine paper) there would be a complex system for dealing with imports into the UK which are destined for both the UK and EU markets. There would be the option for businesses authorised by HMRC as ‘trusted traders’ to pay the higher rate of duty on the goods when they were imported and then claim a repayment of the duty on the goods that are placed on the UK market. It is complicated!

However, we need not get too excited about the detail just yet, as the proposal has to get past the EU and UK politicians first. In the meantime, we are told that HMRC is preparing for ‘no deal’ as, just in case it should happen, they want to minimise disruption as much as they are able.

You must consider this too, especially if you have only traded within the EU before. HMRC has promised that, as soon as it can, it will publicise what business needs to do – it’s just that unless our politicians get a move on, there may not be much time for business to carry out those preparations.

A U T U M N // W I N T E R 2 0 1 8 7

Register at www.stationerymatters.news to receive our biweekly industry e-newsletter

STATIONERY+

NEWS

In our Stationery+ section we shine a light on products that fall outside of the stationery sector. We pick out the gifts, books, games and craft products that stationery retailers are using to complement their offer and boost sales. Get in touch with the editor to share your bestselling non-stationery items. We’ll do our best to include them on future Stationery+ pages.

WIA and Write4Life join forces to promote handwriting in education The Writing Instruments Association (WIA) and Write4Life have announced plans to join forces with Stationery Show London to jointly promote handwriting in education. BOSS Federation CEO Philip Lawson talks to Stationery Matters about why it’s so important for children to learn handwriting at school.

Given we are now in a so-called ‘digital age’ with smartphones, tablets and laptops in daily regular use, is there any point in teaching children to handwrite as part of the UK education curriculum, or should we be concentrating on the next generations acquiring typing skills instead? And with the advent of voice-activated devices like Alexa and Siri, should we not worry about constructing words visually and move straight to audio communication instead?

Studies have shown the amount of short-term cognitive power available to us is limited and if we are struggling to concentrate on the formation of letters in manual handwriting, it limits our ability to produce better quality content in our communication.

Oral communication is more effective when we haven’t got what is called the orthographic-motor integration of handwriting.

In layman’s terms, that means being able to write without having to stop and think about how we form the letters and words. On the other hand, if you can write without having to think, the quality and output of your written communication increases significantly.

Evidence also exists that handwriting is better for the retention of facts in learning. For example: “A comparison of recall and recognition for common words demonstrates that memory is better for words when they have been written down rather than when they are typed. With the recent trend towards electronic note taking, the educational and practical implications of these findings would suggest that performance may be improved by using traditional paper-and-pen notes.” (Smoker, Murphy & Rockwell, 2009) Further studies (Longcamp et al, 2005) have shown that the act of writing helped 3 to 5 year olds remember and recognise letters better than typing them – the implication being that the movement of the arm and fingers helps them to remember and recognise the nature and shape of the letter.

Although some parts of the US and some countries like Finland have removed the need to learn cursive writing from their educational curricula, it is felt in some states like Illinois that this skill is essential, and senators there have legislated to retain learning cursive handwriting in schools.

Other studies reinforce that once the learned skill of handwriting becomes innate and second nature, the speed of cursive writing being greater than block writing of individual characters helps thought processes, and even in later life the quality and quantity of our output is greater.

“Given the evidence for the impact of handwriting skills on writers’ abilities to generate sophisticated text…, it appears critical that children develop smooth and efficient handwriting.” (Medwell & Wray, 2008)

8 A U T U M N // W I N T E R 2 0 1 8

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NEWS

Kikki.K founder inspires us to live our dream life Some parts of the brain that are linked to the skills inherent in reading have been found in MRI scans to be stimulated in the process of handwriting – so learning how to write by hand possibly helps in the speed and depth of acquired reading skills. (James & Englehart, 2012).

So, if the benefits of learning to handwrite appear to be proven, what are we doing to promote the idea that we should continue to embrace and nurture it in education?

Historically campaigning charities like the National Handwriting Association have championed the cause. There exists also a group of many of the leading brands of writing instruments, household names like Pentel, Pilot, Stabilo, Staedtler, Uniball and others, that have re-activated a long-standing group called the WIA, or Writing Instruments Association, under the umbrella of the British Office Supplies and Services Federation (BOSS). And they are campaigning to promote the benefits of handwriting under the brand insignia of Write4Life. Of course, pen and pencil manufacturers naturally have a vested interest in keeping writing going. But despite claims to the contrary, writing in pen and ink (or pencil) remains very popular.

Chairman of the WIA and sales director of Pentel, Graham Craik commented: “Demand for writing instruments remains strong in the UK market. Our consumers recognise that handwriting remains a personal choice, and we feel confident that schools and colleges will continue to recognise the benefits of handwriting to learning for years to come. The members of the WIA will support that continued demand with a wide range of appropriate products available to consumers across the UK.” The WIA will reveal more details about plans for the Write4Life initiative closer to the next Stationery Show London, which takes place 30 April & 1 May 2019. www.stationeryshowlondon.co.uk.

Philip Lawson is chief executive of the BOSS Federation. If you need any more information about either BOSS, the WIA or the Write4Life initative, please contact Philip Lawson, at philip@bossfederation.co.uk

Kikki.K founder Kristina Karlsson is on a mission to inspire people to believe in themselves and to live their dreams. In her recently penned debut book, Your Dream Life Starts Here, Karlsson has one goal, to inspire 101 million people around the world to create, write down and start living three dreams of their own.

It’s all part of her Dream Life movement, which she hopes will empower people to open their eyes to the possibility of making their dreams happen.

Karlsson says it’s not as straightforward as it sounds.

She says: “most adults lose their natural childlike ability to dream without limitation, instead progressing through life with aspirations or wishes, limited by false personal beliefs of what is possible for ‘someone like me’.”

She continues: “Once taught, dreaming without limitation is so simple, so fundamentally powerful and has been proven through the ages as the common starting point for people who transform the future for themselves, in big ways and small. Something magical happens when you write your dreams down on paper. It’s a life-changing process and it’s been proven to work time and time again.”

In Your Dream Life Starts Here, Karlsson encourages readers to stop and dream without limitation, by sharing her own experiences along with others who have lent their support to her vision to create a Dream Life movement.

These include Richard Branson and Stella McCartney. Each chapter includes exercises designed to break through conditioned and restrictive thought patterns, teaching readers to tune into their passions and sense of reward. She helps readers to develop clear action plans to take control of their lives.

Karlsson is also launching a podcast to accompany the book, which she will host, featuring high-profile guest ‘dreamers.’ She also plans to roll out in-store Dream Workshops. An e-learning platform for kikki-k.com is due to launch early in 2019, building on the book’s concept and taking the Dream Life movement to a global audience.

Your Dream Life Starts Here is published 24 September 2018. www.kikki-k.com

Kawaii Tarot: A 78-Card Deck of Magic and Cute Kawaii Tarot: A 78-Card Deck of Magic and Cute fully taps into the trend for kawaii, the Japanese art style found in comics, toys and fashion (read more about the trend in Asian Revolution on page 18). This tarot kit features 78 full-colour tarot cards and a 96-page guide book in a trendy fold-out kit.

Author Diana Lopez is a designer and developer who created this deck and its guidebook to interpret tarot readings after learning to read tarot.

Lopez initially found success with an app she designed – also called Kawaii Tarot – which has been downloaded nearly 25,000 times.

Kawaii Tarot is published by Sterling Press and is available to order from GMC Distribution. www.thegmcgroup.com

Rocking all over the world Devotees of rock art paint a pebble and hide it for someone to find. Pebble painting started in the US and has since travelled to the UK. Social media has galvanised the practice. The UK Love on the Rocks Facebook page, for example, has 86,000 members.

The trend is being picked up internationally, too. Since it started two months ago, the French Love on the Rocks Facebook page has gained 3,300 members. Instagram has its own tribe of rock artists, who’ve used the hashtag #rockart 232,000 times.

Retailers can ride this trend by providing tools for the job, such as Pilot’s Pintor range of water-based art markers. It’s time to get creative! www.pilotpen.co.uk

A U T U M N // W I N T E R 2 0 1 8 9

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STATIONERY+

NEWS

In our Stationery+ section we shine a light on products that fall outside of the stationery sector. We pick out the gifts, books, games and craft products that stationery retailers are using to complement their offer and boost sales. Get in touch with the editor to share your bestselling non-stationery items. We’ll do our best to include them on future Stationery+ pages.

WIA and Write4Life join forces to promote handwriting in education The Writing Instruments Association (WIA) and Write4Life have announced plans to join forces with Stationery Show London to jointly promote handwriting in education. BOSS Federation CEO Philip Lawson talks to Stationery Matters about why it’s so important for children to learn handwriting at school.

Given we are now in a so-called ‘digital age’ with smartphones, tablets and laptops in daily regular use, is there any point in teaching children to handwrite as part of the UK education curriculum, or should we be concentrating on the next generations acquiring typing skills instead? And with the advent of voice-activated devices like Alexa and Siri, should we not worry about constructing words visually and move straight to audio communication instead?

Studies have shown the amount of short-term cognitive power available to us is limited and if we are struggling to concentrate on the formation of letters in manual handwriting, it limits our ability to produce better quality content in our communication.

Oral communication is more effective when we haven’t got what is called the orthographic-motor integration of handwriting.

In layman’s terms, that means being able to write without having to stop and think about how we form the letters and words. On the other hand, if you can write without having to think, the quality and output of your written communication increases significantly.

Evidence also exists that handwriting is better for the retention of facts in learning. For example: “A comparison of recall and recognition for common words demonstrates that memory is better for words when they have been written down rather than when they are typed. With the recent trend towards electronic note taking, the educational and practical implications of these findings would suggest that performance may be improved by using traditional paper-and-pen notes.” (Smoker, Murphy & Rockwell, 2009) Further studies (Longcamp et al, 2005) have shown that the act of writing helped 3 to 5 year olds remember and recognise letters better than typing them – the implication being that the movement of the arm and fingers helps them to remember and recognise the nature and shape of the letter.

Although some parts of the US and some countries like Finland have removed the need to learn cursive writing from their educational curricula, it is felt in some states like Illinois that this skill is essential, and senators there have legislated to retain learning cursive handwriting in schools.

Other studies reinforce that once the learned skill of handwriting becomes innate and second nature, the speed of cursive writing being greater than block writing of individual characters helps thought processes, and even in later life the quality and quantity of our output is greater.

“Given the evidence for the impact of handwriting skills on writers’ abilities to generate sophisticated text…, it appears critical that children develop smooth and efficient handwriting.” (Medwell & Wray, 2008)

8 A U T U M N // W I N T E R 2 0 1 8

Register at www.stationerymatters.news to receive our biweekly industry e-newsletter

NEWS

Kikki.K founder inspires us to live our dream life Some parts of the brain that are linked to the skills inherent in reading have been found in MRI scans to be stimulated in the process of handwriting – so learning how to write by hand possibly helps in the speed and depth of acquired reading skills. (James & Englehart, 2012).

So, if the benefits of learning to handwrite appear to be proven, what are we doing to promote the idea that we should continue to embrace and nurture it in education?

Historically campaigning charities like the National Handwriting Association have championed the cause. There exists also a group of many of the leading brands of writing instruments, household names like Pentel, Pilot, Stabilo, Staedtler, Uniball and others, that have re-activated a long-standing group called the WIA, or Writing Instruments Association, under the umbrella of the British Office Supplies and Services Federation (BOSS). And they are campaigning to promote the benefits of handwriting under the brand insignia of Write4Life. Of course, pen and pencil manufacturers naturally have a vested interest in keeping writing going. But despite claims to the contrary, writing in pen and ink (or pencil) remains very popular.

Chairman of the WIA and sales director of Pentel, Graham Craik commented: “Demand for writing instruments remains strong in the UK market. Our consumers recognise that handwriting remains a personal choice, and we feel confident that schools and colleges will continue to recognise the benefits of handwriting to learning for years to come. The members of the WIA will support that continued demand with a wide range of appropriate products available to consumers across the UK.” The WIA will reveal more details about plans for the Write4Life initiative closer to the next Stationery Show London, which takes place 30 April & 1 May 2019. www.stationeryshowlondon.co.uk.

Philip Lawson is chief executive of the BOSS Federation. If you need any more information about either BOSS, the WIA or the Write4Life initative, please contact Philip Lawson, at philip@bossfederation.co.uk

Kikki.K founder Kristina Karlsson is on a mission to inspire people to believe in themselves and to live their dreams. In her recently penned debut book, Your Dream Life Starts Here, Karlsson has one goal, to inspire 101 million people around the world to create, write down and start living three dreams of their own.

It’s all part of her Dream Life movement, which she hopes will empower people to open their eyes to the possibility of making their dreams happen.

Karlsson says it’s not as straightforward as it sounds.

She says: “most adults lose their natural childlike ability to dream without limitation, instead progressing through life with aspirations or wishes, limited by false personal beliefs of what is possible for ‘someone like me’.”

She continues: “Once taught, dreaming without limitation is so simple, so fundamentally powerful and has been proven through the ages as the common starting point for people who transform the future for themselves, in big ways and small. Something magical happens when you write your dreams down on paper. It’s a life-changing process and it’s been proven to work time and time again.”

In Your Dream Life Starts Here, Karlsson encourages readers to stop and dream without limitation, by sharing her own experiences along with others who have lent their support to her vision to create a Dream Life movement.

These include Richard Branson and Stella McCartney. Each chapter includes exercises designed to break through conditioned and restrictive thought patterns, teaching readers to tune into their passions and sense of reward. She helps readers to develop clear action plans to take control of their lives.

Karlsson is also launching a podcast to accompany the book, which she will host, featuring high-profile guest ‘dreamers.’ She also plans to roll out in-store Dream Workshops. An e-learning platform for kikki-k.com is due to launch early in 2019, building on the book’s concept and taking the Dream Life movement to a global audience.

Your Dream Life Starts Here is published 24 September 2018. www.kikki-k.com

Kawaii Tarot: A 78-Card Deck of Magic and Cute Kawaii Tarot: A 78-Card Deck of Magic and Cute fully taps into the trend for kawaii, the Japanese art style found in comics, toys and fashion (read more about the trend in Asian Revolution on page 18). This tarot kit features 78 full-colour tarot cards and a 96-page guide book in a trendy fold-out kit.

Author Diana Lopez is a designer and developer who created this deck and its guidebook to interpret tarot readings after learning to read tarot.

Lopez initially found success with an app she designed – also called Kawaii Tarot – which has been downloaded nearly 25,000 times.

Kawaii Tarot is published by Sterling Press and is available to order from GMC Distribution. www.thegmcgroup.com

Rocking all over the world Devotees of rock art paint a pebble and hide it for someone to find. Pebble painting started in the US and has since travelled to the UK. Social media has galvanised the practice. The UK Love on the Rocks Facebook page, for example, has 86,000 members.

The trend is being picked up internationally, too. Since it started two months ago, the French Love on the Rocks Facebook page has gained 3,300 members. Instagram has its own tribe of rock artists, who’ve used the hashtag #rockart 232,000 times.

Retailers can ride this trend by providing tools for the job, such as Pilot’s Pintor range of water-based art markers. It’s time to get creative! www.pilotpen.co.uk

A U T U M N // W I N T E R 2 0 1 8 9

SPECIAL FOCUS

THIRTY UNDER 30 AWARDS

MEET THE JUDGES

Dominic Irons

Dominic Irons is director of Bureau Direct, an award-winning online stationery retailer.With a background in both art and IT, he brings an unusual mix of creativity and data to the table. Dominic’s main focus is to manage the strategy and marketing of Bureau Direct.

Originally set up in 1995, Bureau Direct has been online since 2003 and has established a name for sourcing unusual and exciting new stationery trends whilst offering unusually personal customer service.

Simon Stone

Simon Stone is managing director of Stone Marketing Ltd, the largest distributor in the UK for luxury writing instruments, stationery and design-led gifts. He has worked in the stationery and luxury goods industry for over 37 years and was responsible for setting up Montblanc in the UK in the 80s. Stone Marketing, a family business which Simon founded in 1989, has worked with Japanese stationery brand TOMBOW for almost 30 years and Faber-Castell, Pelikan and Caran d’Ache for 20 years.

Julia Faiers

Julia Faiers is the editor of Stationery Matters and has worked in the stationery industry since 2011, first as social media marketing manager for the London Stationery Show and National Stationery Week and then as editor of Stationery Matters magazine. She writes the biweekly Stationery Matters newsletter, which she helped to set up last year. Julia was a judge for the inaugural Thirty Under 30 competition in 2017.

OUR FIRST Thirty Under 30 competition in 2017 demonstrated there is no shortage of young people with the motivation and talent to drive our industry forwards. The industry’s future lies in their hands.

The second Thirty Under 30, the Class of 2018, builds on this, proving stationery’s future is bright.

Entries could nominate themselves or be nominated by a colleague, and were asked to demonstrate their passion for their business and products, as well as show creativity, innovation and commitment to their role.

Our judges chose the 30 young people across the breadth of the industry who they felt encapsulated the spirit of the awards, from entrepreneurs with a ground-breaking new product, to dedicated team workers and bloggers promoting stationery to an ever-expanding tribe of consumer stationery addicts.

The judges were also asked to select their standout candidates, stars of stationery they felt shone especially bright. We’ve highlighted these six standout stars to recognise their admirable achievement.

It’s time to meet the Thirty Under 30 Class of 2018!

A U T U M N // W I N T E R 2 0 1 8 1 1

SPECIAL FOCUS

THIRTY UNDER 30 AWARDS

MEET THE JUDGES

Dominic Irons

Dominic Irons is director of Bureau Direct, an award-winning online stationery retailer.With a background in both art and IT, he brings an unusual mix of creativity and data to the table. Dominic’s main focus is to manage the strategy and marketing of Bureau Direct.

Originally set up in 1995, Bureau Direct has been online since 2003 and has established a name for sourcing unusual and exciting new stationery trends whilst offering unusually personal customer service.

Simon Stone

Simon Stone is managing director of Stone Marketing Ltd, the largest distributor in the UK for luxury writing instruments, stationery and design-led gifts. He has worked in the stationery and luxury goods industry for over 37 years and was responsible for setting up Montblanc in the UK in the 80s. Stone Marketing, a family business which Simon founded in 1989, has worked with Japanese stationery brand TOMBOW for almost 30 years and Faber-Castell, Pelikan and Caran d’Ache for 20 years.

Julia Faiers

Julia Faiers is the editor of Stationery Matters and has worked in the stationery industry since 2011, first as social media marketing manager for the London Stationery Show and National Stationery Week and then as editor of Stationery Matters magazine. She writes the biweekly Stationery Matters newsletter, which she helped to set up last year. Julia was a judge for the inaugural Thirty Under 30 competition in 2017.

OUR FIRST Thirty Under 30 competition in 2017 demonstrated there is no shortage of young people with the motivation and talent to drive our industry forwards. The industry’s future lies in their hands.

The second Thirty Under 30, the Class of 2018, builds on this, proving stationery’s future is bright.

Entries could nominate themselves or be nominated by a colleague, and were asked to demonstrate their passion for their business and products, as well as show creativity, innovation and commitment to their role.

Our judges chose the 30 young people across the breadth of the industry who they felt encapsulated the spirit of the awards, from entrepreneurs with a ground-breaking new product, to dedicated team workers and bloggers promoting stationery to an ever-expanding tribe of consumer stationery addicts.

The judges were also asked to select their standout candidates, stars of stationery they felt shone especially bright. We’ve highlighted these six standout stars to recognise their admirable achievement.

It’s time to meet the Thirty Under 30 Class of 2018!

A U T U M N // W I N T E R 2 0 1 8 1 1

NAME: Andy Dorman COMPANY: Biz+ Stationery Superstores JOB TITLE: Managing Director ACHIEVEMENTS: Heads up an independent out-of-town stationery and office supplies store with a team of six. Plans to open 10 more stores in the medium term.

WHAT THE JUDGES SAID: DI: I am not familiar with the company but it clearly has a good following with very good reviews.

JF: He must possess real leadership and managerial skills to oversee the team’s six members of staff and to run the business at a profit, as the person nominating him describes.

a great effort.

JF: I would have liked to have seen more supporting material of Bonita’s products. However, as the founder and designer of Afroinspired paper goods for her own company, she’s successfully carving out an under-represented space in the stationery industry.

NAME: Callum Edwards COMPANY: Prima Software JOB TITLE: Digital Marketing Manager ACHIEVEMENTS: Rebranded the company in 2017 and contributed to growing Prima’s turnover by 19.5% in 2017. Employee of the Year in 2017/18 and shortlisted for Halton Business Awards Marketing Excellence Award 2018.

WHAT THE JUDGES SAID: DI: An impressive set of achievements, especially in social media. Callum has shown quite a wide set of skills from office design to making excellent use of social media and developing marketing plans.Very impressive.

JF: In just two years with the company, 21-year-old Callum seems to have made his mark by contributing to Prima’s growth, and by winning several industry awards.

NAME: Charlie Reid COMPANY: Egan Reid Stationery Co Ltd JOB TITLE: Sales Manager ACHIEVEMENTS: Worked his way up the family business for the past six years, being promoted to sales manager two years ago, with overall responsibility for field sales performance and managing his own end-user accounts and projects.

WHAT THE JUDGES SAID: DI: Charlie has demonstrated clear potential to grow Egan Reid by opening up new opportunities as shown by him championing new product categories.

JF: He’s obviously a valued member of the team, respected for his professional attitude and for the youthful enthusiasm he brings to the office floor. An asset to the family business.

STAR NAME: Cherelle Brown CHOICE COMPANY: Kitsch Noir JOB TITLE: Founder ACHIEVEMENTS: Set up a card and gifts company to ‘celebrate the love and enjoyment of the black British experience.’ Her cards are now available in Paperchase across the UK. WHAT THE JUDGES SAID: JF: A really fun, cheeky and cool selection of cards from Cherelle, who like another of our entries, spotted a lack of diversity in the industry and is doing a great job of filling that gap. Her vision to spread positivity and humour while retaining her brand’s core message is applaudable.

DI: The lack of diversity isn’t something I had considered and I felt that Kitsch Noir tackled it successfully.

NAME: Dan Shorthouse COMPANY: Small Man Media JOB TITLE: PR Executive ACHIEVEMENTS: Generated over £2m worth of PR coverage for six stationery brands, implemented successful campaigns including the Cross Pen Hunt, helped to launch World Calligraphy Day, and has worked on three successive National Stationery Week campaigns.

WHAT THE JUDGES SAID: DI: I am familiar with he work of SMM and Dan seems to have made a very positive impact for his clients.

JF: Dan is a credit to the Small Man team. In three years at SMM he has generated great coverage for his stationery clients and has been a key driver in the marketing success of National Stationery Week.

NAME: Emma Farley COMPANY: A Cornish Geek JOB TITLE: Blog Founder ACHIEVEMENTS: Through her blog she supports major consumer initiatives in the industry including National Stationery Week, World Calligraphy Day and World Letter Writing Day, and is brand ambassador for BusyB. One of the Class of 2017 Thirty Under 30.

WHAT THE JUDGES SAID: SS: A good blog.

DI: Maybe no great surprise that I have come across Emma, and she has reviewed for us before. She is clearly very positive and active in the stationery world.

JF: Emma is a true ambassador for stationery and why we all need it in our lives. Her blog is obviously very successful. Already a stationery influencer.

1 2 A U T U M N // W I N T E R 2 0 1 8

NAME: Bonita Ebuehi COMPANY: Bonita Ivie Prints JOB TITLE: Founder, Designer ACHIEVEMENTS: Set up her own company to design and market greeting cards that reflect black British culture. She was motivated by a lack of diversity in the industry.

WHAT THE JUDGES SAID: SS: Well done,

STAR NAME: Gemma Bassett CHOICE COMPANY: Sinclairs JOB TITLE: Marketing Manager ACHIEVEMENTS: She has made a significant impact on the look and feel of Sinclairs products since taking up the role in 2017. She managed Sinclairs’ first experience exhibiting at Paperworld and has transformed the brand’s social media marketing strategy.

WHAT THE JUDGES SAID: SS: Great achievement. A good, solid candidate who is excelling in her role.

DI:Very impressive range of stationery. Although not right for our audience, the range has a fresh, modern feel.

JF: Gemma was nominated by her manager, who clearly views her as an integral and valuable member of the team. The fact that she brought two shopping bags full of her own notebook collection to her job interview shows she has a passion for the products she’s working with! She has the ability to take the initiative, and to lead when the opportunity arises.

NAME: Georgie Sturge COMPANY: Pukka Pad JOB TITLE: Graphic Designer ACHIEVEMENTS: Key member of the inhouse design team which creates all Pukka Pad artwork. She has streamlined the brand and made it current to Pukka’s demographic, including collaborating on the award-winning Interactive Colouring Book 4D. WHAT THE JUDGES SAID: SS: Sounds like a great supporter of the Pukka brand.

JF: Her nomination by a team mate reveals a creative individual who can turn her hand to anything required. Her enthusiasm to create and promote recyclable products is commendable.

NAME: Imanina Hamzah COMPANY: Not Only Polka Dots JOB TITLE: Founder, Designer, Maker ACHIEVEMENTS: A LaunchPad London winner for her range of pencils, notebooks, calendars and greeting cards, which she has been developing for the past four years.

WHAT THE JUDGES SAID: SS: Well done, love the product.

DI: Impressive range of stationery, she has created a clear identity.

JF: Imanina must be enterprising and resourceful to run her fledgling business all by herself from home. Her designs are cute and quirky and she promotes them well on her website with a shop front and through social media.

NAME: Jacob Peatfield COMPANY: High Meadows Stationery JOB TITLE: Founder ACHIEVEMENTS: Runs the business singlehandedly since founding High Meadows in August 2017. He manufactures and wholesales his products internationally to well-known stores including Papersmiths in the UK and CW Pencils in New York. A LaunchPad London winner in 2017.

WHAT THE JUDGES SAID: SS: Exquisite work and terrific performance!

DI: A high score because of the sheer personal input Jacob has.

JF: I’m impressed at how Jacob has already won industry awards and his products are on sale in some of the coolest stationery boutiques in the UK and internationally. He’s a switched on person whose design skills and self-promotional know-how should ensure he takes his brand to the next level.

NAME: Jess Howell COMPANY: Rumble Cards JOB TITLE: Founder, Designer ACHIEVEMENTS: From its beginnings on Etsy, Rumble Cards now finds its cards stocked in Scribbler and Urban Outfitters. She has exhibited at PG Live in 2018.

WHAT THE JUDGES SAID: DI: Jess has clearly carved out a very definite identity for her work and it is good to see someone progressing so well from a hobby to a fulltime business.

JF: Jess has thrown herself into her business with gusto, learning by doing. The path she describes reveals her determination to succeed and to grab every opportunity. The fact she has invested in exhibiting at a trade show reveals she understands the importance of learning how the industry works and finding new routes to market.

NAME: Gabi Cox COMPANY: Chroma Stationery JOB TITLE: Founder and CEO ACHIEVEMENTS: Created Chroma in 2014 while still at university and funded her first collection with a successful Kickstarter campaign. Since 2016 has branched out into the B2B market, and has recently launched a stationery subscription box, Scribe.

WHAT THE JUDGES SAID: SS: Looks like a brilliant achievement.

DI: Personalisation is clearly a big thing right now and so this taps into that market.

JF: Gabi has the attitude and drive to succeed. I’m particularly impressed by her passion for the role female entrepreneurs are playing, and the importance she puts on her products’ UK-made credentials.

NAME: Holly Allen COMPANY: Pukka Pad JOB TITLE: Marketing Brand Manager ACHIEVEMENTS: Transformed the brand’s marketing strategy with an emphasis on engaging with the end user via social media.

She has increased engagement on all social channels, with particular success on Instagram, with a 6% follower increase per month.

WHAT THE JUDGES SAID: JF: It sounds like Holly has already made a significant impact on Pukka Pad’s marketing since joining in April. Her methods of engaging consumers via social media are creative and fun. I would have liked to have seen some actual examples of work with her entry – links to her successful campaigns on Instagram for example.

STAR NAME: Jamie Mitchell CHOICE COMPANY: Ohh Deer JOB TITLE: Co-founder, Creative Director ACHIEVEMENTS: Founded a stationery business that aimed to give illustrators a platform to showcase their designs. Built a huge social media community which helped build the brand. Ohh Deer cards are found in many high-street shops. Also created bespoke collections for companies including Urban Outfitters and Tate Galleries. Ohh Deer are Louie Award winners and the brand has two Reta-nominated shops in Loughborough and Ipswich.

WHAT THE JUDGES SAID: SS: He has achieved a very extensive distribution network since launching the business. He’s created a great 360 degree brand. Terrific achievement, a stand-out performer.

DI: A brand I am aware of. Impressive work. I like the idea behind Ohh Deer in supporting illustrators and with the UK focus as well.

Clearly Jamie has done something right by getting into such a highprofile set of retailers as Waterstones, John Lewis and Selfridges.

JF: Jamie created an inspirational business model founded on providing a platform for illustrators to showcase their work.

NAME: Andy Dorman COMPANY: Biz+ Stationery Superstores JOB TITLE: Managing Director ACHIEVEMENTS: Heads up an independent out-of-town stationery and office supplies store with a team of six. Plans to open 10 more stores in the medium term.

WHAT THE JUDGES SAID: DI: I am not familiar with the company but it clearly has a good following with very good reviews.

JF: He must possess real leadership and managerial skills to oversee the team’s six members of staff and to run the business at a profit, as the person nominating him describes.

a great effort.

JF: I would have liked to have seen more supporting material of Bonita’s products. However, as the founder and designer of Afroinspired paper goods for her own company, she’s successfully carving out an under-represented space in the stationery industry.

NAME: Callum Edwards COMPANY: Prima Software JOB TITLE: Digital Marketing Manager ACHIEVEMENTS: Rebranded the company in 2017 and contributed to growing Prima’s turnover by 19.5% in 2017. Employee of the Year in 2017/18 and shortlisted for Halton Business Awards Marketing Excellence Award 2018.

WHAT THE JUDGES SAID: DI: An impressive set of achievements, especially in social media. Callum has shown quite a wide set of skills from office design to making excellent use of social media and developing marketing plans.Very impressive.

JF: In just two years with the company, 21-year-old Callum seems to have made his mark by contributing to Prima’s growth, and by winning several industry awards.

NAME: Charlie Reid COMPANY: Egan Reid Stationery Co Ltd JOB TITLE: Sales Manager ACHIEVEMENTS: Worked his way up the family business for the past six years, being promoted to sales manager two years ago, with overall responsibility for field sales performance and managing his own end-user accounts and projects.

WHAT THE JUDGES SAID: DI: Charlie has demonstrated clear potential to grow Egan Reid by opening up new opportunities as shown by him championing new product categories.

JF: He’s obviously a valued member of the team, respected for his professional attitude and for the youthful enthusiasm he brings to the office floor. An asset to the family business.

STAR NAME: Cherelle Brown CHOICE COMPANY: Kitsch Noir JOB TITLE: Founder ACHIEVEMENTS: Set up a card and gifts company to ‘celebrate the love and enjoyment of the black British experience.’ Her cards are now available in Paperchase across the UK. WHAT THE JUDGES SAID: JF: A really fun, cheeky and cool selection of cards from Cherelle, who like another of our entries, spotted a lack of diversity in the industry and is doing a great job of filling that gap. Her vision to spread positivity and humour while retaining her brand’s core message is applaudable.

DI: The lack of diversity isn’t something I had considered and I felt that Kitsch Noir tackled it successfully.

NAME: Dan Shorthouse COMPANY: Small Man Media JOB TITLE: PR Executive ACHIEVEMENTS: Generated over £2m worth of PR coverage for six stationery brands, implemented successful campaigns including the Cross Pen Hunt, helped to launch World Calligraphy Day, and has worked on three successive National Stationery Week campaigns.

WHAT THE JUDGES SAID: DI: I am familiar with he work of SMM and Dan seems to have made a very positive impact for his clients.

JF: Dan is a credit to the Small Man team. In three years at SMM he has generated great coverage for his stationery clients and has been a key driver in the marketing success of National Stationery Week.

NAME: Emma Farley COMPANY: A Cornish Geek JOB TITLE: Blog Founder ACHIEVEMENTS: Through her blog she supports major consumer initiatives in the industry including National Stationery Week, World Calligraphy Day and World Letter Writing Day, and is brand ambassador for BusyB. One of the Class of 2017 Thirty Under 30.

WHAT THE JUDGES SAID: SS: A good blog.

DI: Maybe no great surprise that I have come across Emma, and she has reviewed for us before. She is clearly very positive and active in the stationery world.

JF: Emma is a true ambassador for stationery and why we all need it in our lives. Her blog is obviously very successful. Already a stationery influencer.

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NAME: Bonita Ebuehi COMPANY: Bonita Ivie Prints JOB TITLE: Founder, Designer ACHIEVEMENTS: Set up her own company to design and market greeting cards that reflect black British culture. She was motivated by a lack of diversity in the industry.

WHAT THE JUDGES SAID: SS: Well done,

STAR NAME: Gemma Bassett CHOICE COMPANY: Sinclairs JOB TITLE: Marketing Manager ACHIEVEMENTS: She has made a significant impact on the look and feel of Sinclairs products since taking up the role in 2017. She managed Sinclairs’ first experience exhibiting at Paperworld and has transformed the brand’s social media marketing strategy.

WHAT THE JUDGES SAID: SS: Great achievement. A good, solid candidate who is excelling in her role.

DI:Very impressive range of stationery. Although not right for our audience, the range has a fresh, modern feel.

JF: Gemma was nominated by her manager, who clearly views her as an integral and valuable member of the team. The fact that she brought two shopping bags full of her own notebook collection to her job interview shows she has a passion for the products she’s working with! She has the ability to take the initiative, and to lead when the opportunity arises.

NAME: Georgie Sturge COMPANY: Pukka Pad JOB TITLE: Graphic Designer ACHIEVEMENTS: Key member of the inhouse design team which creates all Pukka Pad artwork. She has streamlined the brand and made it current to Pukka’s demographic, including collaborating on the award-winning Interactive Colouring Book 4D. WHAT THE JUDGES SAID: SS: Sounds like a great supporter of the Pukka brand.

JF: Her nomination by a team mate reveals a creative individual who can turn her hand to anything required. Her enthusiasm to create and promote recyclable products is commendable.

NAME: Imanina Hamzah COMPANY: Not Only Polka Dots JOB TITLE: Founder, Designer, Maker ACHIEVEMENTS: A LaunchPad London winner for her range of pencils, notebooks, calendars and greeting cards, which she has been developing for the past four years.

WHAT THE JUDGES SAID: SS: Well done, love the product.

DI: Impressive range of stationery, she has created a clear identity.

JF: Imanina must be enterprising and resourceful to run her fledgling business all by herself from home. Her designs are cute and quirky and she promotes them well on her website with a shop front and through social media.

NAME: Jacob Peatfield COMPANY: High Meadows Stationery JOB TITLE: Founder ACHIEVEMENTS: Runs the business singlehandedly since founding High Meadows in August 2017. He manufactures and wholesales his products internationally to well-known stores including Papersmiths in the UK and CW Pencils in New York. A LaunchPad London winner in 2017.

WHAT THE JUDGES SAID: SS: Exquisite work and terrific performance!

DI: A high score because of the sheer personal input Jacob has.

JF: I’m impressed at how Jacob has already won industry awards and his products are on sale in some of the coolest stationery boutiques in the UK and internationally. He’s a switched on person whose design skills and self-promotional know-how should ensure he takes his brand to the next level.

NAME: Jess Howell COMPANY: Rumble Cards JOB TITLE: Founder, Designer ACHIEVEMENTS: From its beginnings on Etsy, Rumble Cards now finds its cards stocked in Scribbler and Urban Outfitters. She has exhibited at PG Live in 2018.

WHAT THE JUDGES SAID: DI: Jess has clearly carved out a very definite identity for her work and it is good to see someone progressing so well from a hobby to a fulltime business.

JF: Jess has thrown herself into her business with gusto, learning by doing. The path she describes reveals her determination to succeed and to grab every opportunity. The fact she has invested in exhibiting at a trade show reveals she understands the importance of learning how the industry works and finding new routes to market.

NAME: Gabi Cox COMPANY: Chroma Stationery JOB TITLE: Founder and CEO ACHIEVEMENTS: Created Chroma in 2014 while still at university and funded her first collection with a successful Kickstarter campaign. Since 2016 has branched out into the B2B market, and has recently launched a stationery subscription box, Scribe.

WHAT THE JUDGES SAID: SS: Looks like a brilliant achievement.

DI: Personalisation is clearly a big thing right now and so this taps into that market.

JF: Gabi has the attitude and drive to succeed. I’m particularly impressed by her passion for the role female entrepreneurs are playing, and the importance she puts on her products’ UK-made credentials.

NAME: Holly Allen COMPANY: Pukka Pad JOB TITLE: Marketing Brand Manager ACHIEVEMENTS: Transformed the brand’s marketing strategy with an emphasis on engaging with the end user via social media.

She has increased engagement on all social channels, with particular success on Instagram, with a 6% follower increase per month.

WHAT THE JUDGES SAID: JF: It sounds like Holly has already made a significant impact on Pukka Pad’s marketing since joining in April. Her methods of engaging consumers via social media are creative and fun. I would have liked to have seen some actual examples of work with her entry – links to her successful campaigns on Instagram for example.

STAR NAME: Jamie Mitchell CHOICE COMPANY: Ohh Deer JOB TITLE: Co-founder, Creative Director ACHIEVEMENTS: Founded a stationery business that aimed to give illustrators a platform to showcase their designs. Built a huge social media community which helped build the brand. Ohh Deer cards are found in many high-street shops. Also created bespoke collections for companies including Urban Outfitters and Tate Galleries. Ohh Deer are Louie Award winners and the brand has two Reta-nominated shops in Loughborough and Ipswich.

WHAT THE JUDGES SAID: SS: He has achieved a very extensive distribution network since launching the business. He’s created a great 360 degree brand. Terrific achievement, a stand-out performer.

DI: A brand I am aware of. Impressive work. I like the idea behind Ohh Deer in supporting illustrators and with the UK focus as well.

Clearly Jamie has done something right by getting into such a highprofile set of retailers as Waterstones, John Lewis and Selfridges.

JF: Jamie created an inspirational business model founded on providing a platform for illustrators to showcase their work.

NAME: Joseph Thomas COMPANY: Prima Software JOB TITLE: Assistant Onboarding Manager ACHIEVEMENTS: Became involved with the development of the company’s apprenticeship scheme, in addition to his role as customer support supervisor, and more recently as assistant onboarding manager.

WHAT THE JUDGES SAID: DI: I’m not familiar with Prima Software or its use in the stationery world. An impressive track record, though.

JF: Joseph’s involvement with the company’s apprenticeship scheme reveals an awareness of helping others to maximise opportunities.

His enthusiasm to pursue professional training shows ambition to succeed, both for himself, and for his company.

NAME: Kirstie Gilleade COMPANY: Mayblossoming JOB TITLE: Founder, Illustrator ACHIEVEMENTS: Took her ‘happy’ illustrations into stationery at the beginning of 2017 and a LaunchPad Manchester winner just a few months later. As a result of exhibiting in the show, her products were stocked by an indie store near Manchester, and later in Fred Aldous, Manchester.

WHAT THE JUDGES SAID: DI: Good to see someone clearly succeeding with their own designs. Kirstie has shown she should have a good future in stationery ahead of her, setting and achieving goals. Getting her work in Fred Aldous is a big achievement.

JF: I like her upbeat approach and how she promotes her work so effectively on social media.

NAME: Katie Noakes COMPANY: London Calligraphy JOB TITLE: Founder, Calligrapher, Designer ACHIEVEMENTS: Creates calligraphy for luxury brands, weddings and special events at home and worldwide, including at Buckingham Palace. Shares her expertise through a range of calligraphy and handwriting classes.

WHAT THE JUDGES SAID: DI: Beautiful work, and clearly doing very good business with an impressive client list.

SS: Super achievement and style!

JF: Katie’s mastery of the art of calligraphy is evident from her Instagram posts. I’m impressed by her ability to combine her teaching commitments with her calligraphy commissions.

NAME: Lucy Spence COMPANY: Lucy Maggie Designs JOB TITLE: Illustrator, Publisher ACHIEVEMENTS: In 2016 sold her owndesign cards through Etsy and Thortful.

Attending her first trade show was the catalyst for success, opening doors to high-street retail.

Announced as a Finalist in The Henries 2018.

WHAT THE JUDGES SAID: DI: Lucy has shown some impressive sales (13,000 Valentine’s Day sales!) as well as striking some notable successes with Oliver Bonas and Joy. JF: Lucy has a full-time marketing job yet finds the time to create all her own designs. It won’t be long until she can jack in the day job and devote all her time to her first love – card design.

NAME: Teresa Vera COMPANY: Pepper and Cute JOB TITLE: Director, Designer ACHIEVEMENTS: A self-taught designer and illustrator, she designs every product in the Pepper and Cute range.

WHAT THE JUDGES SAID: SS: Well done.

JF: It’s commendable to read in her entry that Teresa is entirely self-taught in her role as head designer of the product range. However, I don’t get a sense of her knowledge of the wider industry. She certainly displays admirable entrepreneurial skills and I hope Pepper and Cute goes from strength to strength.

NAME: Tory Fox-Hill COMPANY: Fox & Moon Ltd. JOB TITLE: Founder, Owner ACHIEVEMENTS: Developed her own range of diet journals in 2016 to fill a gap in the market and has gone on to further expand her planner range.

WHAT THE JUDGES SAID: DI: This feels a very competitive part of the market – planners and journals – and Tory has built an impressive social media following. A very specific set of products with a clear target audience in mind.

JF: Tory is a hard worker with a product her Instagram fans – all 68,000 of them – clearly love.

NAME: Sian Towner COMPANY: Castelli JOB TITLE: Art Worker ACHIEVEMENTS: Started out on the corporate side of the business, and has since started to shine in retail design. She has self-funded a Graphic Design training course, achieving a distinction for the advanced diploma.

WHAT THE JUDGES SAID: DI: We have known Castelli for many years and their recent reinvention for the retail market is very inspiring. They have created a real identity and done so by keeping it clear and simple. I don’t know Sian but clearly her input/role with this is crucial.

JF: A highly driven person who brings all her passion for design to her creative role at Castelli. I’m particularly impressed at her attitude to pursuing training opportunities outside of work.

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STAR NAME: Kaushal Shah CHOICE COMPANY: Paper Plus Europe JOB TITLE: Founder ACHIEVEMENTS: Researched and produced environmentally friendly paper and packaging materials made from sugarcane fibre, a waste product of agriculture. He sells EnvoPap to the European market.

WHAT THE JUDGES SAID: SS: He’s carried out a brilliant, extensive job without much experience. Kaushal is so enthusiastic, he’s done extremely well. A stand-out candidate for me – what an amazing achievement!

DI: A very interesting product from Kaushal. Sustainability is rightly (and belatedly) being taken more seriously and needs to permeate through the industry.

JF: Kaushal’s enthusiasm for his product and vision for how to develop his business is very impressive. He has recognised the importance of entering awards as a way of achieving greater visibility for his environmentally sustainable product and I feel he deserves to be noticed and supported with his ambitions.

NAME: Monique Basil-Wright COMPANY: The Wright Planner & Stationery JOB TITLE: Founder, Designer ACHIEVEMENTS: Runs her planner design company alongside her freelance PA business.

She designs customisable planners from the ground up, which she creates to help simplify and organise the lives of her clients.

WHAT THE JUDGES SAID: DI: A competitive field. There are a lot of journals/planners appearing in the market so competition is quite high. To stand out it needs to have something special. Not sure this stood out for me. That said, it is an interesting product.

JF: This seems like a business it its very early days. However, it shows signs of being an exciting new venture and Monique is clued up about promoting her new product on social media. I’m particularly impressed by her use of upcycled materials - it’s the first time I’ve heard of recycled skateboard veneer being used in stationery, so top marks for innovation. Monique has a good product here, and she displays the determination to succeed.

NAME: Margaux Lefaucheux COMPANY: AF International JOB TITLE: Key Account Manager ACHIEVEMENTS: During three years at AF International she has consistently surpassed targets in her role as European Account Manager.

WHAT THE JUDGES SAID: SS: Good effort.

JF: I’m not sure of Margaux’s direct involvement in the stationery industry but she is clearly highly regarded by the team member who nominated her. She appears to be a motivated individual with a desire to succeed.

STAR NAME: Julien Vaissieres CHOICE COMPANY: BATCHW LTD trading as BATCH.WORKS JOB TITLE: Founder ACHIEVEMENTS: Oversees every element of Batch.Works 3D printed products, from design to manufacture. Started on Etsy and now operates from its 3D printing factory premises at Containerville in Hackney. Won an Etsy Retail Star award in 2016 for his desk accessories collection, and was a LaunchPad winner at London Stationery Show in 2018.

WHAT THE JUDGES SAID: SS: Terrific achievement. What a talent!

DI: Interesting use of 3D printing to tackle the manufacturing process.

JF: Julien’s products encapsulate the zeitgeist, combining 3D technology and personalisation with local, sustainable production methods. For me he epitomises the spirit of Thirty Under 30: he is ambitious, makes a great design-led product, and puts environmental sustainability at the heart of the business.

And we have one honorary candidate, someone whose contribution to increasing the exposure of the stationery industry cannot be denied.

Since his Love Island win this summer, Jack Fincham, a former sales director at DMG Office Supplies, can now be found discussing the latest stationery trends on ITV’s This Morning, or talking about his love of pens in a Stationery Q&A at the Tottenham Court Road branch of Paperchase. So, Jack Fincham, Winner of Love Island 2018 and pen salesman, we salute you for your services to stationery!

Photo credit:Twitter @DMG_Office

NAME: Sarah Boyle COMPANY: Stationery Magpie JOB TITLE: Blogger ACHIEVEMENTS: Works with small indie businesses and large stationery suppliers to create content focused purely on stationery, and to review stationery subscription boxes for her blog readers.

WHAT THE JUDGES SAID: DI: I have come across Stationery Magpie before and it is an impressive piece of work. Sarah clearly has a passion for growing a stationery-loving community.

JF: Sarah has only just started out in blogging, and has already carved out a strong position for herself in the blogosphere. She has taken the initiative to attend trade shows in order to network and as a result has forged partnerships with some well-known stationery brands.

STAR NAME: Odin Adargh CHOICE COMPANY: Brahman Ltd JOB TITLE: Designer, Director ACHIEVEMENTS: While studying Product Design at Central Saint Martins, London, he has crowdfunded the initial investment of £25,000 to manufacture a high-quality ergonomically designed metallic pencil sharpener and a holder to catch the shavings. He has sold over 700 units online and through retailers, turning over more than £35,000 in its first year.

WHAT THE JUDGES SAID: SS: Love the enthusiasm! I’ve met Odin and he is very tenacious. Not only does he have great ability with product design, he’s displayed real intelligence at taking his product to market.

DI: An impressive selection of products, both incredibly simple and traditional yet innovative and gorgeous.

JF: Odin has focussed all his passion, determination and care for the environment into the development of an exceptional product, a pencil sharpener with an easily replaceable blade. His motivation to improve the design and sustainability of this everyday object, how he made that happen on a limited budget and then found a route to market, is astonishing for a 22 year old.

NAME: Lara Gioppato COMPANY: Stationery Island JOB TITLE: Product Developer,Visual Marketing Manager ACHIEVEMENTS: Joined Stationery Island as an English-Italian translator in May 2016 and progressed to developing the brand’s first range of products just a few months later. Playing an integral role in growing the brand’s online presence.

WHAT THE JUDGES SAID: DI: A very impressive contribution to the company and also stationery. She is certainly on trend with the calligraphy.

JF: Lara has played a driving role in the brand’s social media marketing. Since submitting her entry, the company’s Instagram following has risen from 30k to 48.7k. I admire how she’s thrown herself into her career, learning about different steps of the supply chain by visiting suppliers in China. By being so proactive in every area of her role, she shows herself to be a leader in the making. A strong nomination.

NAME: Joseph Thomas COMPANY: Prima Software JOB TITLE: Assistant Onboarding Manager ACHIEVEMENTS: Became involved with the development of the company’s apprenticeship scheme, in addition to his role as customer support supervisor, and more recently as assistant onboarding manager.

WHAT THE JUDGES SAID: DI: I’m not familiar with Prima Software or its use in the stationery world. An impressive track record, though.

JF: Joseph’s involvement with the company’s apprenticeship scheme reveals an awareness of helping others to maximise opportunities.

His enthusiasm to pursue professional training shows ambition to succeed, both for himself, and for his company.

NAME: Kirstie Gilleade COMPANY: Mayblossoming JOB TITLE: Founder, Illustrator ACHIEVEMENTS: Took her ‘happy’ illustrations into stationery at the beginning of 2017 and a LaunchPad Manchester winner just a few months later. As a result of exhibiting in the show, her products were stocked by an indie store near Manchester, and later in Fred Aldous, Manchester.

WHAT THE JUDGES SAID: DI: Good to see someone clearly succeeding with their own designs. Kirstie has shown she should have a good future in stationery ahead of her, setting and achieving goals. Getting her work in Fred Aldous is a big achievement.

JF: I like her upbeat approach and how she promotes her work so effectively on social media.

NAME: Katie Noakes COMPANY: London Calligraphy JOB TITLE: Founder, Calligrapher, Designer ACHIEVEMENTS: Creates calligraphy for luxury brands, weddings and special events at home and worldwide, including at Buckingham Palace. Shares her expertise through a range of calligraphy and handwriting classes.

WHAT THE JUDGES SAID: DI: Beautiful work, and clearly doing very good business with an impressive client list.

SS: Super achievement and style!

JF: Katie’s mastery of the art of calligraphy is evident from her Instagram posts. I’m impressed by her ability to combine her teaching commitments with her calligraphy commissions.

NAME: Lucy Spence COMPANY: Lucy Maggie Designs JOB TITLE: Illustrator, Publisher ACHIEVEMENTS: In 2016 sold her owndesign cards through Etsy and Thortful.

Attending her first trade show was the catalyst for success, opening doors to high-street retail.

Announced as a Finalist in The Henries 2018.

WHAT THE JUDGES SAID: DI: Lucy has shown some impressive sales (13,000 Valentine’s Day sales!) as well as striking some notable successes with Oliver Bonas and Joy. JF: Lucy has a full-time marketing job yet finds the time to create all her own designs. It won’t be long until she can jack in the day job and devote all her time to her first love – card design.

NAME: Teresa Vera COMPANY: Pepper and Cute JOB TITLE: Director, Designer ACHIEVEMENTS: A self-taught designer and illustrator, she designs every product in the Pepper and Cute range.

WHAT THE JUDGES SAID: SS: Well done.

JF: It’s commendable to read in her entry that Teresa is entirely self-taught in her role as head designer of the product range. However, I don’t get a sense of her knowledge of the wider industry. She certainly displays admirable entrepreneurial skills and I hope Pepper and Cute goes from strength to strength.

NAME: Tory Fox-Hill COMPANY: Fox & Moon Ltd. JOB TITLE: Founder, Owner ACHIEVEMENTS: Developed her own range of diet journals in 2016 to fill a gap in the market and has gone on to further expand her planner range.

WHAT THE JUDGES SAID: DI: This feels a very competitive part of the market – planners and journals – and Tory has built an impressive social media following. A very specific set of products with a clear target audience in mind.

JF: Tory is a hard worker with a product her Instagram fans – all 68,000 of them – clearly love.

NAME: Sian Towner COMPANY: Castelli JOB TITLE: Art Worker ACHIEVEMENTS: Started out on the corporate side of the business, and has since started to shine in retail design. She has self-funded a Graphic Design training course, achieving a distinction for the advanced diploma.

WHAT THE JUDGES SAID: DI: We have known Castelli for many years and their recent reinvention for the retail market is very inspiring. They have created a real identity and done so by keeping it clear and simple. I don’t know Sian but clearly her input/role with this is crucial.

JF: A highly driven person who brings all her passion for design to her creative role at Castelli. I’m particularly impressed at her attitude to pursuing training opportunities outside of work.

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STAR NAME: Kaushal Shah CHOICE COMPANY: Paper Plus Europe JOB TITLE: Founder ACHIEVEMENTS: Researched and produced environmentally friendly paper and packaging materials made from sugarcane fibre, a waste product of agriculture. He sells EnvoPap to the European market.

WHAT THE JUDGES SAID: SS: He’s carried out a brilliant, extensive job without much experience. Kaushal is so enthusiastic, he’s done extremely well. A stand-out candidate for me – what an amazing achievement!

DI: A very interesting product from Kaushal. Sustainability is rightly (and belatedly) being taken more seriously and needs to permeate through the industry.

JF: Kaushal’s enthusiasm for his product and vision for how to develop his business is very impressive. He has recognised the importance of entering awards as a way of achieving greater visibility for his environmentally sustainable product and I feel he deserves to be noticed and supported with his ambitions.

NAME: Monique Basil-Wright COMPANY: The Wright Planner & Stationery JOB TITLE: Founder, Designer ACHIEVEMENTS: Runs her planner design company alongside her freelance PA business.

She designs customisable planners from the ground up, which she creates to help simplify and organise the lives of her clients.

WHAT THE JUDGES SAID: DI: A competitive field. There are a lot of journals/planners appearing in the market so competition is quite high. To stand out it needs to have something special. Not sure this stood out for me. That said, it is an interesting product.

JF: This seems like a business it its very early days. However, it shows signs of being an exciting new venture and Monique is clued up about promoting her new product on social media. I’m particularly impressed by her use of upcycled materials - it’s the first time I’ve heard of recycled skateboard veneer being used in stationery, so top marks for innovation. Monique has a good product here, and she displays the determination to succeed.

NAME: Margaux Lefaucheux COMPANY: AF International JOB TITLE: Key Account Manager ACHIEVEMENTS: During three years at AF International she has consistently surpassed targets in her role as European Account Manager.

WHAT THE JUDGES SAID: SS: Good effort.

JF: I’m not sure of Margaux’s direct involvement in the stationery industry but she is clearly highly regarded by the team member who nominated her. She appears to be a motivated individual with a desire to succeed.

STAR NAME: Julien Vaissieres CHOICE COMPANY: BATCHW LTD trading as BATCH.WORKS JOB TITLE: Founder ACHIEVEMENTS: Oversees every element of Batch.Works 3D printed products, from design to manufacture. Started on Etsy and now operates from its 3D printing factory premises at Containerville in Hackney. Won an Etsy Retail Star award in 2016 for his desk accessories collection, and was a LaunchPad winner at London Stationery Show in 2018.

WHAT THE JUDGES SAID: SS: Terrific achievement. What a talent!

DI: Interesting use of 3D printing to tackle the manufacturing process.

JF: Julien’s products encapsulate the zeitgeist, combining 3D technology and personalisation with local, sustainable production methods. For me he epitomises the spirit of Thirty Under 30: he is ambitious, makes a great design-led product, and puts environmental sustainability at the heart of the business.

And we have one honorary candidate, someone whose contribution to increasing the exposure of the stationery industry cannot be denied.

Since his Love Island win this summer, Jack Fincham, a former sales director at DMG Office Supplies, can now be found discussing the latest stationery trends on ITV’s This Morning, or talking about his love of pens in a Stationery Q&A at the Tottenham Court Road branch of Paperchase. So, Jack Fincham, Winner of Love Island 2018 and pen salesman, we salute you for your services to stationery!

Photo credit:Twitter @DMG_Office

NAME: Sarah Boyle COMPANY: Stationery Magpie JOB TITLE: Blogger ACHIEVEMENTS: Works with small indie businesses and large stationery suppliers to create content focused purely on stationery, and to review stationery subscription boxes for her blog readers.

WHAT THE JUDGES SAID: DI: I have come across Stationery Magpie before and it is an impressive piece of work. Sarah clearly has a passion for growing a stationery-loving community.

JF: Sarah has only just started out in blogging, and has already carved out a strong position for herself in the blogosphere. She has taken the initiative to attend trade shows in order to network and as a result has forged partnerships with some well-known stationery brands.

STAR NAME: Odin Adargh CHOICE COMPANY: Brahman Ltd JOB TITLE: Designer, Director ACHIEVEMENTS: While studying Product Design at Central Saint Martins, London, he has crowdfunded the initial investment of £25,000 to manufacture a high-quality ergonomically designed metallic pencil sharpener and a holder to catch the shavings. He has sold over 700 units online and through retailers, turning over more than £35,000 in its first year.

WHAT THE JUDGES SAID: SS: Love the enthusiasm! I’ve met Odin and he is very tenacious. Not only does he have great ability with product design, he’s displayed real intelligence at taking his product to market.

DI: An impressive selection of products, both incredibly simple and traditional yet innovative and gorgeous.

JF: Odin has focussed all his passion, determination and care for the environment into the development of an exceptional product, a pencil sharpener with an easily replaceable blade. His motivation to improve the design and sustainability of this everyday object, how he made that happen on a limited budget and then found a route to market, is astonishing for a 22 year old.

NAME: Lara Gioppato COMPANY: Stationery Island JOB TITLE: Product Developer,Visual Marketing Manager ACHIEVEMENTS: Joined Stationery Island as an English-Italian translator in May 2016 and progressed to developing the brand’s first range of products just a few months later. Playing an integral role in growing the brand’s online presence.

WHAT THE JUDGES SAID: DI: A very impressive contribution to the company and also stationery. She is certainly on trend with the calligraphy.

JF: Lara has played a driving role in the brand’s social media marketing. Since submitting her entry, the company’s Instagram following has risen from 30k to 48.7k. I admire how she’s thrown herself into her career, learning about different steps of the supply chain by visiting suppliers in China. By being so proactive in every area of her role, she shows herself to be a leader in the making. A strong nomination.

Writable sticky notes and editor’s memo pads from Japanese brand Stálogy by the Nitto Group

Asian Revolution From pens to planners and from manga to kawaii, JULIA FAIERS examines the current western fascination with Asian stationery.

Brands from Japan, Korea and Taiwan, and European stationery inspired by their cultures, are taking the UK by storm. From the new Japanese pavilion at Top Drawer to Japan House London, which opened its doors earlier in the year, it seems design from East Asia is on everyone’s design radar. Japan House London’s bestselling items include postcards made from washi paper, and an exquisite glass pen invented in the 50s by a wind chime craftsman. In April, stationery boutique Quill London sent out a ‘Japanese’ newsletter and its founder Lucy Edmonds wrote a blog post giving her top tips for stationery shopping in Tokyo. Social media platforms like Instagram and Pinterest are accelerating the trend by fuelling our appetite for stationery from these countries.

Why is it so popular?

It’s not just about looks. Asian stationery’s soaring popularity has as much to do with quality as Instagramability. Devotees of Taiwan brand Ystudio, for example, love its artisanal and traditionalist production values. Simon Stone, managing director

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of Stone Marketing Ltd, distributor of Japanese brands mt Masking Tape and Tombow, says: “The Japanese as a nation have a wonderful obsession with stationery and are responsible for producing some of the best and highest quality stationery items around the world.” Quill London’s Lucy Edmonds adds: “I think what makes Japanese stationery so covetable and unique is that, just like Japan itself, on the one hand it’s all about attention to detail in design and packaging, and on the other it can be super cute, mini and bonkers.”

The figures alone attest to this explosion of interest, with switchedon stationery retailers identifying it as a growing sector. Sales of Japanese washi tape, for example, are sky rocketing. Simon Stone reports that sales for mt Masking Tape and Tombow have doubled in the last two to three years. Retailers are saying the same, with online stationery store Fox + Star revealing that roughly half the brands they stock are Japanese or Korean, and that washi tapes are one of their core bestsellers. Stone adds: “mt Masking Tape has a huge cult following in Japan, and we are

Washi paper postcards from Japan House London

Wamon mt Masking Tape from Stone Gift

Washi tape by Korean brand Livework from Fox + Star

Paper clips from Taiwanese brand Tools to Liveby

starting to see its popularity steadily increasing in Europe. As a company we run workshops in retail outlets and at events across the country, which is assisting in the growth of sales in the UK.” Search on Pinterest for how to use washi tape and you will be overwhelmed by a mindboggling number of ideas, from creative to purely practical. Beloved by scrapbookers and bullet journalers, it can be used to make greeting cards, sculptures or large wall decorations.

Use it for nail art, or labelling cables so they don’t become mixed up.

Cultural exchange A mutual love of stationery means that sometimes European and Asian brands collaborate to create new and innovative products. Ariane Holford, owner of online stationery boutique Fox + Star, says: “A great example of this would be the collaboration between the washi tape line Masté and the famous French patisserie Ladurée. Their dessert-patterned washi tapes show how European design and Japanese manufacturing have come together to create some really unique stationery.”

Taiwanese brand Tools to Liveby offers an enticing mash-up of vintage British design and Taiwanese artisanal craftsmanship, including beautifully packaged paper clips and stylish scissors.

These products are being snapped up by UK stationery retailers who are keen to offer something a bit different to their loyal clientèle.

Popular conceptions Japan, South Korea, and Taiwan are the principal sources of stationery appreciated and bought in the UK. I asked distributors and retailers to share their views about the unique qualities of the stationery from these countries.

Ariane Holford of Fox + Star said: “Often, Korean stationery brands have an aesthetic look that really resonates with people and communicates very well visually. Japanese stationery brands tend to focus on high-quality materials and the small details. For example, for its notebook line MD paper, Midori uses an off-white paper that contrasts nicely with standard ballpoint pen ink and that’s easy on the eye.”

Michael Owen, director at Lime Stationery & Art, says they often look

365 Day notebook by Stálogy by the Nitto Group

A U T U M N // W I N T E R 2 0 1 8 1 7

Writable sticky notes and editor’s memo pads from Japanese brand Stálogy by the Nitto Group

Asian Revolution From pens to planners and from manga to kawaii, JULIA FAIERS examines the current western fascination with Asian stationery.

Brands from Japan, Korea and Taiwan, and European stationery inspired by their cultures, are taking the UK by storm. From the new Japanese pavilion at Top Drawer to Japan House London, which opened its doors earlier in the year, it seems design from East Asia is on everyone’s design radar. Japan House London’s bestselling items include postcards made from washi paper, and an exquisite glass pen invented in the 50s by a wind chime craftsman. In April, stationery boutique Quill London sent out a ‘Japanese’ newsletter and its founder Lucy Edmonds wrote a blog post giving her top tips for stationery shopping in Tokyo. Social media platforms like Instagram and Pinterest are accelerating the trend by fuelling our appetite for stationery from these countries.

Why is it so popular?

It’s not just about looks. Asian stationery’s soaring popularity has as much to do with quality as Instagramability. Devotees of Taiwan brand Ystudio, for example, love its artisanal and traditionalist production values. Simon Stone, managing director

1 6 A U T U M N // W I N T E R 2 0 1 8

of Stone Marketing Ltd, distributor of Japanese brands mt Masking Tape and Tombow, says: “The Japanese as a nation have a wonderful obsession with stationery and are responsible for producing some of the best and highest quality stationery items around the world.” Quill London’s Lucy Edmonds adds: “I think what makes Japanese stationery so covetable and unique is that, just like Japan itself, on the one hand it’s all about attention to detail in design and packaging, and on the other it can be super cute, mini and bonkers.”

The figures alone attest to this explosion of interest, with switchedon stationery retailers identifying it as a growing sector. Sales of Japanese washi tape, for example, are sky rocketing. Simon Stone reports that sales for mt Masking Tape and Tombow have doubled in the last two to three years. Retailers are saying the same, with online stationery store Fox + Star revealing that roughly half the brands they stock are Japanese or Korean, and that washi tapes are one of their core bestsellers. Stone adds: “mt Masking Tape has a huge cult following in Japan, and we are

Washi paper postcards from Japan House London

Wamon mt Masking Tape from Stone Gift

Washi tape by Korean brand Livework from Fox + Star

Paper clips from Taiwanese brand Tools to Liveby

starting to see its popularity steadily increasing in Europe. As a company we run workshops in retail outlets and at events across the country, which is assisting in the growth of sales in the UK.” Search on Pinterest for how to use washi tape and you will be overwhelmed by a mindboggling number of ideas, from creative to purely practical. Beloved by scrapbookers and bullet journalers, it can be used to make greeting cards, sculptures or large wall decorations.

Use it for nail art, or labelling cables so they don’t become mixed up.

Cultural exchange A mutual love of stationery means that sometimes European and Asian brands collaborate to create new and innovative products. Ariane Holford, owner of online stationery boutique Fox + Star, says: “A great example of this would be the collaboration between the washi tape line Masté and the famous French patisserie Ladurée. Their dessert-patterned washi tapes show how European design and Japanese manufacturing have come together to create some really unique stationery.”

Taiwanese brand Tools to Liveby offers an enticing mash-up of vintage British design and Taiwanese artisanal craftsmanship, including beautifully packaged paper clips and stylish scissors.

These products are being snapped up by UK stationery retailers who are keen to offer something a bit different to their loyal clientèle.

Popular conceptions Japan, South Korea, and Taiwan are the principal sources of stationery appreciated and bought in the UK. I asked distributors and retailers to share their views about the unique qualities of the stationery from these countries.

Ariane Holford of Fox + Star said: “Often, Korean stationery brands have an aesthetic look that really resonates with people and communicates very well visually. Japanese stationery brands tend to focus on high-quality materials and the small details. For example, for its notebook line MD paper, Midori uses an off-white paper that contrasts nicely with standard ballpoint pen ink and that’s easy on the eye.”

Michael Owen, director at Lime Stationery & Art, says they often look

365 Day notebook by Stálogy by the Nitto Group

A U T U M N // W I N T E R 2 0 1 8 1 7

Kawaii Kool Kloud range from Paperchase

My Pawesome Planner by Fuzzballs

Sase glass pens from Japan House London

1 8 A U T U M N // W I N T E R 2 0 1 8

to Asia for products, but that their choices are determined by popular perceptions, which he says are still “pretty rigid”. He adds: “I have noticed that some countries are doing a better job of changing our perceptions, though. Japan is always high quality, cool, premium price, and stationery from Japan is always well received.

Our expectations of Japanese products are also huge. South Korea has a great reputation for cool products, nice designs and a more reasonable price. Taiwan has a fantastic emerging stationery offer. I have found many well-made, well-designed products from Taiwan recently. The normal perception of Indian products is also being challenged – it is still the place to go for good-quality, good-value leather products.”

Keiko Uchida, UK operations director for Stálogy, a Japanese brand from the Nitto Group which launched in Britain in August, comments: “The UK public appreciates quality, good design and craftsmanship in stationery. Stálogy embodies these traits effortlessly. The fascination with Japanese lifestyle brands in the UK has created an appealing and promising market for us to expand into.” Fujiwara Taichi, manager of The Shop at Japan House London, hits the nail on the head describing why we are so in love with Japanese stationery: “To my understanding, Japanese stationery is popular because of its very high quality, durability, efficiency, and cuteness, but also because of a fascination with Japanese culture, extending to even the novelty characters that are a part of daily life in Japan and now becoming known around the world.” Which brings us to the wonderful world of kawaii…

Kawaii This Japanese word – pronounced ‘kaw-eye-ee’ – means ‘cute and pretty.’

Kawaii fuels a multi-billion dollar global industry. Arguably one of the most famous kawaii characters is Hello Kitty, created 40 years ago by Sanrio in Japan.

The Hello Kitty brand is now a global business worth $5bn per year.

The concept of kawaii has transformed since its inception, when it was aimed primarily at children in Japan. In the 1980s Japanese adults started to respond to the style’s charms

IT SEEMS THAT BRITAIN JUST CAN’T GET ENOUGH OF STATIONERY FROM OR INSPIRED BY THE COUNTRIES OF EAST ASIA. and by the 1990s kawaii characters like Hello Kitty were finding new markets in the US and beyond. Kawaii-inspired characters have reached the mainstream in the UK and are now part of popular culture. Paperchase, for example, launched the Kawaii Kool Cloud range of stationery earlier this year. Such is the allure of kawaii that fans can even get a monthly fix via subscription services like Scribble Geeks and kawaiibox.com.

Some UK start-ups have built their whole brand around the concept.

Fuzzballs started life in 2013 as a comic on Tumblr, featuring a pizza-loving cat, a mischievous bunny and a clumsy tiger. Its creator, Marc Sach, previously a video-game artist, has turned his drawn characters into a super-cute stationery brand. Sach reports his business has grown 64% since this time last year. The reason for his success?

Kawaii characters resonate with old and young alike. Sach tells me: “Kawaii fans come in all ages, but they’re often in the 12-35 age bracket. These include adults who have money to buy what they want and surround themselves with things that define them and what they love. Why have a boring notepad when you can add some colour and joy into your life?”

Kawaii’s universal appeal is backed up by new UK brand Yo Boki, a London LaunchPad winner earlier this year. Founder Farayha Fayyaz created ‘Boki’, a kawaii little pink heart, as the focus of the brand’s debut UK collection of greeting cards, giftwrap, notebooks, stickers and pin badges.

Farayha comments that “kawaii is very fluid. It isn’t made for a specific target audience. It’s more about the messages the kawaii characters are bringing into the lives of their fans.”

Love Express activity book by Yo Boki

Pop Manga Mermaids colouring book from GMC Distribution

Manga and anime European brands are frequently looking to the design and character attributes of Japanese manga and anime to adorn their stationery collections. Moleskine’s new Astro Boy range of notebooks features the boy robot designed by the ‘Godfather of manga’, Osamu Tezuka, for a weekly magazine in the 1950s and 60s. It was Tezuka who first drew the large, expressive eyes now common to most mangas. Astro Boy, one of the most successful manga and anime franchises in the world, continues to appeal because of the character’s message of humanity and kindness.

As the stationery collections of adults and children in the UK swell with washi tape and sticky notes from Korea, super-cool Taiwanese desk accessories and exquisite Japanese glass pens, it seems that Britain just can’t get enough of stationery from or inspired by the countries of East Asia.

Limited edition Astro Boy notebook by Moleskine A U T U M N // W I N T E R 2 0 1 8 1 9

Kawaii Kool Kloud range from Paperchase

My Pawesome Planner by Fuzzballs

Sase glass pens from Japan House London

1 8 A U T U M N // W I N T E R 2 0 1 8

to Asia for products, but that their choices are determined by popular perceptions, which he says are still “pretty rigid”. He adds: “I have noticed that some countries are doing a better job of changing our perceptions, though. Japan is always high quality, cool, premium price, and stationery from Japan is always well received.

Our expectations of Japanese products are also huge. South Korea has a great reputation for cool products, nice designs and a more reasonable price. Taiwan has a fantastic emerging stationery offer. I have found many well-made, well-designed products from Taiwan recently. The normal perception of Indian products is also being challenged – it is still the place to go for good-quality, good-value leather products.”

Keiko Uchida, UK operations director for Stálogy, a Japanese brand from the Nitto Group which launched in Britain in August, comments: “The UK public appreciates quality, good design and craftsmanship in stationery. Stálogy embodies these traits effortlessly. The fascination with Japanese lifestyle brands in the UK has created an appealing and promising market for us to expand into.” Fujiwara Taichi, manager of The Shop at Japan House London, hits the nail on the head describing why we are so in love with Japanese stationery: “To my understanding, Japanese stationery is popular because of its very high quality, durability, efficiency, and cuteness, but also because of a fascination with Japanese culture, extending to even the novelty characters that are a part of daily life in Japan and now becoming known around the world.” Which brings us to the wonderful world of kawaii…

Kawaii This Japanese word – pronounced ‘kaw-eye-ee’ – means ‘cute and pretty.’

Kawaii fuels a multi-billion dollar global industry. Arguably one of the most famous kawaii characters is Hello Kitty, created 40 years ago by Sanrio in Japan.

The Hello Kitty brand is now a global business worth $5bn per year.

The concept of kawaii has transformed since its inception, when it was aimed primarily at children in Japan. In the 1980s Japanese adults started to respond to the style’s charms

IT SEEMS THAT BRITAIN JUST CAN’T GET ENOUGH OF STATIONERY FROM OR INSPIRED BY THE COUNTRIES OF EAST ASIA. and by the 1990s kawaii characters like Hello Kitty were finding new markets in the US and beyond. Kawaii-inspired characters have reached the mainstream in the UK and are now part of popular culture. Paperchase, for example, launched the Kawaii Kool Cloud range of stationery earlier this year. Such is the allure of kawaii that fans can even get a monthly fix via subscription services like Scribble Geeks and kawaiibox.com.

Some UK start-ups have built their whole brand around the concept.

Fuzzballs started life in 2013 as a comic on Tumblr, featuring a pizza-loving cat, a mischievous bunny and a clumsy tiger. Its creator, Marc Sach, previously a video-game artist, has turned his drawn characters into a super-cute stationery brand. Sach reports his business has grown 64% since this time last year. The reason for his success?

Kawaii characters resonate with old and young alike. Sach tells me: “Kawaii fans come in all ages, but they’re often in the 12-35 age bracket. These include adults who have money to buy what they want and surround themselves with things that define them and what they love. Why have a boring notepad when you can add some colour and joy into your life?”

Kawaii’s universal appeal is backed up by new UK brand Yo Boki, a London LaunchPad winner earlier this year. Founder Farayha Fayyaz created ‘Boki’, a kawaii little pink heart, as the focus of the brand’s debut UK collection of greeting cards, giftwrap, notebooks, stickers and pin badges.

Farayha comments that “kawaii is very fluid. It isn’t made for a specific target audience. It’s more about the messages the kawaii characters are bringing into the lives of their fans.”

Love Express activity book by Yo Boki

Pop Manga Mermaids colouring book from GMC Distribution

Manga and anime European brands are frequently looking to the design and character attributes of Japanese manga and anime to adorn their stationery collections. Moleskine’s new Astro Boy range of notebooks features the boy robot designed by the ‘Godfather of manga’, Osamu Tezuka, for a weekly magazine in the 1950s and 60s. It was Tezuka who first drew the large, expressive eyes now common to most mangas. Astro Boy, one of the most successful manga and anime franchises in the world, continues to appeal because of the character’s message of humanity and kindness.

As the stationery collections of adults and children in the UK swell with washi tape and sticky notes from Korea, super-cool Taiwanese desk accessories and exquisite Japanese glass pens, it seems that Britain just can’t get enough of stationery from or inspired by the countries of East Asia.

Limited edition Astro Boy notebook by Moleskine A U T U M N // W I N T E R 2 0 1 8 1 9

ICONS OF STATIONERY

The Staedtler Noris pencil CHRIS LEONARD-MORGAN, founder of the London Stationery Show and National Stationery Week, puts the spotlight on one of the world’s oldest writing products.

Ensure that you have Ultratape in stock for Christmas!

MANY people believe that the pencil is mightier than the mouse and that the distinctive hexagonal black and yellow striped Noris pencil topped by a red crown, is one of the finest.

Used by generations of school children and favoured by artists, it can be seen everywhere – over sixty million are bought every year in the UK alone. Choirmaster Gareth Malone even uses one as a baton!

The Noris name was first registered on 10 September 1901 by JS Staedtler, which formed in 1835 in Nuremberg, and which had built a reputation for pencil making. More than one hundred years on, the Staedtler Noris is known and used in many countries around the world and is very much an icon of pencil design.

The original Noris pencil was black and orange, but the orange changed to yellow in 1955. The striped finish dates back to 1934.

The name Noris is closely linked with Nuremberg and dates back to the ancient settlement of Norimberga, which the Norica clan founded around the hilltop castle of the royal court in the city at the beginning of the 11th century. In the 17th century, the poets of what had by then become Nuremberg gave birth to the creation of ‘Noris’ by portraying the city as the Noris nymph in their verse.

Today, the classic Noris 120 yellow and black striped pencil is available in five degrees – 2B, B, HB, H and 2H – as well as in a number of other variations. The Noris Eco and Noris

Colour are also easily identifiable by the stripes but are made by a different production process. The iconic writing instrument is made using wood from PEFC-certified, sustainably managed forests.

Noris has also had a foot in the digital camp since the beginning of 2017 when it launched the Staedtler Noris Digital for Samsung – ‘pencil on the outside…digital on the inside.’

This pencil for the digital generation is made from Staedtler’s eco Wopex material (Wood Pencil Extrusion), sports the familiar Noris stripes in black and yellow, or black and green, and has a specialised lead suited to both writing and drawing. Very much a Noris for the 21st century!

A U T U M N // W I N T E R 2 0 1 8 2 1

ICONS OF STATIONERY

The Staedtler Noris pencil CHRIS LEONARD-MORGAN, founder of the London Stationery Show and National Stationery Week, puts the spotlight on one of the world’s oldest writing products.

Ensure that you have Ultratape in stock for Christmas!

MANY people believe that the pencil is mightier than the mouse and that the distinctive hexagonal black and yellow striped Noris pencil topped by a red crown, is one of the finest.

Used by generations of school children and favoured by artists, it can be seen everywhere – over sixty million are bought every year in the UK alone. Choirmaster Gareth Malone even uses one as a baton!

The Noris name was first registered on 10 September 1901 by JS Staedtler, which formed in 1835 in Nuremberg, and which had built a reputation for pencil making. More than one hundred years on, the Staedtler Noris is known and used in many countries around the world and is very much an icon of pencil design.

The original Noris pencil was black and orange, but the orange changed to yellow in 1955. The striped finish dates back to 1934.

The name Noris is closely linked with Nuremberg and dates back to the ancient settlement of Norimberga, which the Norica clan founded around the hilltop castle of the royal court in the city at the beginning of the 11th century. In the 17th century, the poets of what had by then become Nuremberg gave birth to the creation of ‘Noris’ by portraying the city as the Noris nymph in their verse.

Today, the classic Noris 120 yellow and black striped pencil is available in five degrees – 2B, B, HB, H and 2H – as well as in a number of other variations. The Noris Eco and Noris

Colour are also easily identifiable by the stripes but are made by a different production process. The iconic writing instrument is made using wood from PEFC-certified, sustainably managed forests.

Noris has also had a foot in the digital camp since the beginning of 2017 when it launched the Staedtler Noris Digital for Samsung – ‘pencil on the outside…digital on the inside.’

This pencil for the digital generation is made from Staedtler’s eco Wopex material (Wood Pencil Extrusion), sports the familiar Noris stripes in black and yellow, or black and green, and has a specialised lead suited to both writing and drawing. Very much a Noris for the 21st century!

A U T U M N // W I N T E R 2 0 1 8 2 1

g n i t r i l F Fashion with

A GIFT FROM THE GODS JANE REUCROFT, founder of A Gift From The Gods, says: When did the brand add stationery to the collection?

We added stationery in September 2016 after noticing an increase of ranges at the Top Drawer trade show in January 2016. Further to research into analogue products for a generation who grew up on digital (and the ability to produce in the UK with short lead times), we wanted to introduce our stationery offer as soon as possible. We then sought out the London Stationery Show as a specialist trade event for the sector, which has proved invaluable with specialist global buyers.

Was there a clear evolution from fashion to stationery?

Our prime selling period for our sleepwear is Christmas through to Valentine’s Day, so we need complementary products for the whole year. Accessories such as bags, keyrings and jewellery are obvious add-ons, but stationery not initially so. It has only been the surge in interest for stationery from a younger generation, the opportunities

on Instagram for Instagrammable products, spotting the opportunity in time, the ease with which you can transfer your designs onto stationery, and the ability to get it produced in the UK that facilitated the decision.

How do the product categories complement each other and strengthen the brand identity?

All the product categories are designed and created to cross-sell – for example, gift-wrapped satin pyjamas and a journal for writing down your hopes and goals.

Do you carry design themes and logos across product categories?

We have created four design stories with distinct design personalities. Customers do like to choose a design story that matches their personality or mood. Some trade buyers buy in colour palettes depending on the season or whichever design story fits their store profile, and some like to buy all four stories to offer the full choice. There is enough depth in product and design in each story that any option works.

STUDIOSARAH SARAH SILVER, creative director of StudioSarah, says: How do fashion and stationery overlap?

A Gift From The Gods

Stationery magpie and editor of the Daily Mail’s Femail Magazine CHARLOTTE KEMP reveals how fashion and stationery are two sides of the same notebook.

Petales de Rose ring from Montblanc

2 2 A U T U M N // W I N T E R 2 0 1 8

‘STATIONERY and fancy articles of a high-class character’ – that’s how a certain Frank Smythson described the goods he was selling when he opened his first premises in New Bond Street back in 1887.

Smythson’s vision – to offer bespoke stationery alongside leather goods and desk accessories – saw

Like fashion, stationery has become another way to express our style and aspirations. So your notebook is no different to the wallet or handbag you carry as a representation of your taste and character.

When did you first introduce leather accessories?

the brand blurring the distinctions between stationery and fashion in a way that continues to resonate today.

Along the way, Smythson has named a diary after the Panama hat because of the pliability of the binding, and today a handbag collection has been named after the now-famous featherweight Panama pocket diary. In answer to what comes first, the stationery or the fashion and lifestyle lines, Smythson was perhaps one of the first stationers to realise the answer lies somewhere in the middle.

Five brands with a stationery offer at the core – but now much more besides – tell me how and why they are diversifying into fashion.

In Winter 2016 specifically for NET-A-PORTER, which I then also carry on my own website as part of my StudioSarah main collection. There is definitely a clear brand aesthetic that runs across all the products I design, which is feminine, clean and elegant. For the leather, which is more premium, I was able to explore and use different materials which are reflected in the designs. The colour palette also crosses over from paper to leather goods and so there is an identifiable look and feel to every product.

How do the stationery lines and leather products complement each other?

Some of the leather products, such as the leather folio, were specifically designed to incorporate some of our customers’ favourites from the paper collection,

such as the luxe notebook, and so this fits inside and can be updated or changed when it runs out.

Do you have plans for other fashion or lifestyle lines?

I would love to expand the collection to include lifestyle or homeware products...so watch this space!

A U T U M N // W I N T E R 2 0 1 8 2 3

g n i t r i l F Fashion with

A GIFT FROM THE GODS JANE REUCROFT, founder of A Gift From The Gods, says: When did the brand add stationery to the collection?

We added stationery in September 2016 after noticing an increase of ranges at the Top Drawer trade show in January 2016. Further to research into analogue products for a generation who grew up on digital (and the ability to produce in the UK with short lead times), we wanted to introduce our stationery offer as soon as possible. We then sought out the London Stationery Show as a specialist trade event for the sector, which has proved invaluable with specialist global buyers.

Was there a clear evolution from fashion to stationery?

Our prime selling period for our sleepwear is Christmas through to Valentine’s Day, so we need complementary products for the whole year. Accessories such as bags, keyrings and jewellery are obvious add-ons, but stationery not initially so. It has only been the surge in interest for stationery from a younger generation, the opportunities

on Instagram for Instagrammable products, spotting the opportunity in time, the ease with which you can transfer your designs onto stationery, and the ability to get it produced in the UK that facilitated the decision.

How do the product categories complement each other and strengthen the brand identity?

All the product categories are designed and created to cross-sell – for example, gift-wrapped satin pyjamas and a journal for writing down your hopes and goals.

Do you carry design themes and logos across product categories?

We have created four design stories with distinct design personalities. Customers do like to choose a design story that matches their personality or mood. Some trade buyers buy in colour palettes depending on the season or whichever design story fits their store profile, and some like to buy all four stories to offer the full choice. There is enough depth in product and design in each story that any option works.

STUDIOSARAH SARAH SILVER, creative director of StudioSarah, says: How do fashion and stationery overlap?

A Gift From The Gods

Stationery magpie and editor of the Daily Mail’s Femail Magazine CHARLOTTE KEMP reveals how fashion and stationery are two sides of the same notebook.

Petales de Rose ring from Montblanc

2 2 A U T U M N // W I N T E R 2 0 1 8

‘STATIONERY and fancy articles of a high-class character’ – that’s how a certain Frank Smythson described the goods he was selling when he opened his first premises in New Bond Street back in 1887.

Smythson’s vision – to offer bespoke stationery alongside leather goods and desk accessories – saw

Like fashion, stationery has become another way to express our style and aspirations. So your notebook is no different to the wallet or handbag you carry as a representation of your taste and character.

When did you first introduce leather accessories?

the brand blurring the distinctions between stationery and fashion in a way that continues to resonate today.

Along the way, Smythson has named a diary after the Panama hat because of the pliability of the binding, and today a handbag collection has been named after the now-famous featherweight Panama pocket diary. In answer to what comes first, the stationery or the fashion and lifestyle lines, Smythson was perhaps one of the first stationers to realise the answer lies somewhere in the middle.

Five brands with a stationery offer at the core – but now much more besides – tell me how and why they are diversifying into fashion.

In Winter 2016 specifically for NET-A-PORTER, which I then also carry on my own website as part of my StudioSarah main collection. There is definitely a clear brand aesthetic that runs across all the products I design, which is feminine, clean and elegant. For the leather, which is more premium, I was able to explore and use different materials which are reflected in the designs. The colour palette also crosses over from paper to leather goods and so there is an identifiable look and feel to every product.

How do the stationery lines and leather products complement each other?

Some of the leather products, such as the leather folio, were specifically designed to incorporate some of our customers’ favourites from the paper collection,

such as the luxe notebook, and so this fits inside and can be updated or changed when it runs out.

Do you have plans for other fashion or lifestyle lines?

I would love to expand the collection to include lifestyle or homeware products...so watch this space!

A U T U M N // W I N T E R 2 0 1 8 2 3

EVERMADE.COM

CAROLINE GARDNER CAROLINE GARDNER, stationery and gift designer, says: When and how did Caroline Gardner evolve into a lifestyle brand?

Some of the company’s most recognisable designs, such as Ditsy and the timeless heart print, were developed from cards and giftwrap and then used to develop the first stationery range in around 2007. It was here that our quirky colour palette found its voice. By 2013, with a growing team and a move to larger offices in Fulham, west London, we built on the success of the stationery offering and slowly introduced accessories. Five years on and accessories are the fastest-growing category!

Do the stationery and fashion sectors increasingly overlap?

HARRY HAYES, managing director of Evermade, says:

Our mantra is that your desk should be as beautiful as your dressing table, and the contents of your pencil case as beautifully designed as the accessories in your handbag! We had an amazing reaction from our customers in the shop to a recent collaboration with the organisers of Graduate Fashion Week, where we showcased the work of two graduate designers.

Evermade started in 2011when I was looking for some art prints to decorate my office. There wasn’t a huge selection of affordable art prints to choose from. I had £250 and a notebook full of ideas. I bought the domain evermade.com and got talking to some artists that I wanted to collaborate with – the idea being that each print has a short print run, so for each print, there would only be 100 ‘ever made.’ Working with artists and screen prints, things then naturally progressed to clothing and homeware. With stationery, I wanted to create a simple range with a focus on good design.

What came first – the prints or the products?

Do the stationery and fashion sectors overlap?

Any more plans for fashion lines?

Yes, for AW18 we will be offering scarves and hats, leather and shearling gloves, as well as two new leather handbag styles featuring interesting textures mixed with solid leather colours. Our leopard-print camera bag has been a big hit on Instagram and sold out twice since it launched in February.

In terms of pattern design, yes absolutely. Giftwrap patterns are often very similar to patterns seen in fashion.

Illustration is very much in at the moment, so you do see a lot of parallels. With our new iron-on patch cards,

there is an overlap between both industries. Although these are technically in the stationery category, cards are often thought of as disposable, so we wanted to create an element that customers could keep.

Is there demand from consumers for popular designs to be carried across different product categories?

Yes and this allows the same design to occupy different price points. However, there is a risk that the lower-priced products can devalue the higher-value items if they feature the same design.

Are you keen to evolve Evermade into a lifestyle brand?

Yes, we’re launching our new website soon and evolving our brand to become even more of a design-led yet feelgood lifestyle brand. We like to work closely with artists, putting a lot of time and effort into our collaborations, so we’re excited to build the business based on this way of thinking.

MONTBLANC KEVIN BOLTMAN, managing director of Montblanc UK, says: Is Montblanc evolving into a lifestyle brand and why?

A writing instrument is a tool that is meant to be part of your lifestyle, so it could be said we were always present in this area. And Montblanc has in fact created beautiful leather pieces since 1926. We have of course diversified over the years to craft other products – all of which play into ‘lifestyle.’ We craft products that we feel will be both treasured and useful for our customers. Sometimes those ideas come from our team internally; other times this takes onboard the needs of our clients. For instance we set up a technology division several years ago that looks at our current product assortments and identifies ways to incorporate technology that will enrich the experience of the product for users.

Is craftsmanship and innovation central to this?

The Maison is driven by innovation. If you think back 110 years, to have a fountain pen that could be filled and carried around without the need for a bottle of ink or the fear of leakage was pioneering. Now in 2018 we have launched Screenwriters to use with smartphones and tablets, Augmented Paper that

couples writing by hand with digital efficiency, as well as Summit, the Maison’s first smartwatch for the ‘always on’ generation. Craftsmanship is key to what we do.

Our manufacturers are located in centres of excellence – Hamburg for writing instruments, Florence for leather and Switzerland for timepieces – to ensure we leverage the right skills. We want to create pieces that have classic style with longevity. Innovation is key to staying relevant – we have to create products that help people to perform their daily tasks well.

How do the new product categories strengthen the original ethos rooted in the culture of handwriting?

The culture of writing is the essence of everything we do. Our creative director still sketches when he is in the process of designing new collections. There is permanency in putting pen to paper, a tangible action that is part of both our history and every day. We are known for our writing instruments, the level of care and expertise learnt in this space has been shared across all our teams and manufacturers.

A U T U M N // W I N T E R 2 0 1 8 2 5

EVERMADE.COM

CAROLINE GARDNER CAROLINE GARDNER, stationery and gift designer, says: When and how did Caroline Gardner evolve into a lifestyle brand?

Some of the company’s most recognisable designs, such as Ditsy and the timeless heart print, were developed from cards and giftwrap and then used to develop the first stationery range in around 2007. It was here that our quirky colour palette found its voice. By 2013, with a growing team and a move to larger offices in Fulham, west London, we built on the success of the stationery offering and slowly introduced accessories. Five years on and accessories are the fastest-growing category!

Do the stationery and fashion sectors increasingly overlap?

HARRY HAYES, managing director of Evermade, says:

Our mantra is that your desk should be as beautiful as your dressing table, and the contents of your pencil case as beautifully designed as the accessories in your handbag! We had an amazing reaction from our customers in the shop to a recent collaboration with the organisers of Graduate Fashion Week, where we showcased the work of two graduate designers.

Evermade started in 2011when I was looking for some art prints to decorate my office. There wasn’t a huge selection of affordable art prints to choose from. I had £250 and a notebook full of ideas. I bought the domain evermade.com and got talking to some artists that I wanted to collaborate with – the idea being that each print has a short print run, so for each print, there would only be 100 ‘ever made.’ Working with artists and screen prints, things then naturally progressed to clothing and homeware. With stationery, I wanted to create a simple range with a focus on good design.

What came first – the prints or the products?

Do the stationery and fashion sectors overlap?

Any more plans for fashion lines?

Yes, for AW18 we will be offering scarves and hats, leather and shearling gloves, as well as two new leather handbag styles featuring interesting textures mixed with solid leather colours. Our leopard-print camera bag has been a big hit on Instagram and sold out twice since it launched in February.

In terms of pattern design, yes absolutely. Giftwrap patterns are often very similar to patterns seen in fashion.

Illustration is very much in at the moment, so you do see a lot of parallels. With our new iron-on patch cards,

there is an overlap between both industries. Although these are technically in the stationery category, cards are often thought of as disposable, so we wanted to create an element that customers could keep.

Is there demand from consumers for popular designs to be carried across different product categories?

Yes and this allows the same design to occupy different price points. However, there is a risk that the lower-priced products can devalue the higher-value items if they feature the same design.

Are you keen to evolve Evermade into a lifestyle brand?

Yes, we’re launching our new website soon and evolving our brand to become even more of a design-led yet feelgood lifestyle brand. We like to work closely with artists, putting a lot of time and effort into our collaborations, so we’re excited to build the business based on this way of thinking.

MONTBLANC KEVIN BOLTMAN, managing director of Montblanc UK, says: Is Montblanc evolving into a lifestyle brand and why?

A writing instrument is a tool that is meant to be part of your lifestyle, so it could be said we were always present in this area. And Montblanc has in fact created beautiful leather pieces since 1926. We have of course diversified over the years to craft other products – all of which play into ‘lifestyle.’ We craft products that we feel will be both treasured and useful for our customers. Sometimes those ideas come from our team internally; other times this takes onboard the needs of our clients. For instance we set up a technology division several years ago that looks at our current product assortments and identifies ways to incorporate technology that will enrich the experience of the product for users.

Is craftsmanship and innovation central to this?

The Maison is driven by innovation. If you think back 110 years, to have a fountain pen that could be filled and carried around without the need for a bottle of ink or the fear of leakage was pioneering. Now in 2018 we have launched Screenwriters to use with smartphones and tablets, Augmented Paper that

couples writing by hand with digital efficiency, as well as Summit, the Maison’s first smartwatch for the ‘always on’ generation. Craftsmanship is key to what we do.

Our manufacturers are located in centres of excellence – Hamburg for writing instruments, Florence for leather and Switzerland for timepieces – to ensure we leverage the right skills. We want to create pieces that have classic style with longevity. Innovation is key to staying relevant – we have to create products that help people to perform their daily tasks well.

How do the new product categories strengthen the original ethos rooted in the culture of handwriting?

The culture of writing is the essence of everything we do. Our creative director still sketches when he is in the process of designing new collections. There is permanency in putting pen to paper, a tangible action that is part of both our history and every day. We are known for our writing instruments, the level of care and expertise learnt in this space has been shared across all our teams and manufacturers.

A U T U M N // W I N T E R 2 0 1 8 2 5

Unzipped In a new feature for Stationery Matters, editor JULIA FAIERS asks a stationery professional to lay bare the contents of their pencil case and explain how each piece earned its precious place. The first to open up is Sidonie Warren, co-founder of Papersmiths.

SIDONIE and her business partner Kyle Clarke founded Papersmiths in 2011 as a design studio. In 2013 the duo decided to open their tiny studio space up to the public and started selling the stationery and paper goods they used in their design practice. And so Papersmiths was born. Today they have stores in Shoreditch, Bristol and Brighton. Their fourth location, and London flagship, opens on Pavilion Road in Chelsea in September 2018.

Sidonie’s role sees her sourcing stationery from designers and makers across the globe and this year she is developing the first range of Papersmiths own-brand products. Here she describes what’s in her pencil case and why it belongs in her personal stationery collection:

This pouch is made from one piece of recycled leather.

It’s sturdy and the fresh-paint white can be wiped clean.

speech for my best friend’s wedding, penned love letters and signed the leases for our Brighton and Shoreditch shops with this pen.

2. Brass Pen Holder by Rama

7. Convertor by Kaweco

This brass pen holder clips onto the side of a notebook, keeping my pen safe. I’m a magpie and I love shiny things and anything golden.

I use a convertor and bottled ink in my fountain pens to reduce my use of plastic. I love changing ink colours and creating a new blend while the pigment finds its way through the fountain pen mechanism.

1. Pencil Pouch by Walk With Me

1

2

3

5

7

3. Pocket Mechanical Pencil by Furst and Iven

I always carry a pocket mechanical pencil with me. I found these in a bookshop in Berlin one frosty January morning.

Mesmerised by the built-in pencil sharpener, I knew these would become a Papersmiths staple. I even placed an ad in Private Eye at the time advertising them! I was convinced we could become mechanical pencil millionaires.

8. D-Clips by Midori

There are always paperclips in my pencil case and usually at the bottom of my handbag too. My lifestyle means I can’t have a dog (yet!) so these little guys keep me company instead.

4

9. Round Brass Sharpener by M&R

This pen has a super thin refill in gel ink so it flows beautifully with no scratching. I’m a fan of the unexpected and the fact that this is a pen in disguise as a pencil brings a smile to my face.

This sharpener has two holes, one for standard pencils and another for chunkies. It’s weighty and the blade is replaceable so it gets a tick for its green credentials.

Much better than a plastic version! I keep one in my makeup bag, too.

5. Safari Fountain Pen by Lamy

10. Terracotta Ruler by Standardgraph

A smooth flowing fountain pen from our friends at Lamy.

It’s my everyday writing tool.

I found this in Barcelona and it became the foundation of our Mars Orange collection this summer, which included lots of orange notebooks and writing instruments.

4. Pencil Ball Pen by OHTO

9 6

8

6. Brass Lilliput Fountain Pen by Kaweco

This is my most adored item of stationery. The Lilliput was the smallest fountain pen to hold a standard-size ink cartridge when it first came onto the market in 1908. The tactility of the wiggle form of the brass casing and how the finish gently tarnishes with age is pleasing. I’ve written the

11. Touch Brush Pens by Pentel

I love colour and am fascinated by colour therapy. I’ll often add colour to my to-do lists and plans. Here I have blue for clarity in my communication and yellow to bring action and a ray of sunshine.

10

11

Are the contents of your pencil case worthy of scrutiny in Unzipped? Share the stories behind your favourite stationery with the readers of Stationery Matters. Email Julia at editor@stationerymatters.news 2 6 A U T U M N // W I N T E R 2 0 1 8

A U T U M N // W I N T E R 2 0 1 8 2 7

Unzipped In a new feature for Stationery Matters, editor JULIA FAIERS asks a stationery professional to lay bare the contents of their pencil case and explain how each piece earned its precious place. The first to open up is Sidonie Warren, co-founder of Papersmiths.

SIDONIE and her business partner Kyle Clarke founded Papersmiths in 2011 as a design studio. In 2013 the duo decided to open their tiny studio space up to the public and started selling the stationery and paper goods they used in their design practice. And so Papersmiths was born. Today they have stores in Shoreditch, Bristol and Brighton. Their fourth location, and London flagship, opens on Pavilion Road in Chelsea in September 2018.

Sidonie’s role sees her sourcing stationery from designers and makers across the globe and this year she is developing the first range of Papersmiths own-brand products. Here she describes what’s in her pencil case and why it belongs in her personal stationery collection:

This pouch is made from one piece of recycled leather.

It’s sturdy and the fresh-paint white can be wiped clean.

speech for my best friend’s wedding, penned love letters and signed the leases for our Brighton and Shoreditch shops with this pen.

2. Brass Pen Holder by Rama

7. Convertor by Kaweco

This brass pen holder clips onto the side of a notebook, keeping my pen safe. I’m a magpie and I love shiny things and anything golden.

I use a convertor and bottled ink in my fountain pens to reduce my use of plastic. I love changing ink colours and creating a new blend while the pigment finds its way through the fountain pen mechanism.

1. Pencil Pouch by Walk With Me

1

2

3

5

7

3. Pocket Mechanical Pencil by Furst and Iven

I always carry a pocket mechanical pencil with me. I found these in a bookshop in Berlin one frosty January morning.

Mesmerised by the built-in pencil sharpener, I knew these would become a Papersmiths staple. I even placed an ad in Private Eye at the time advertising them! I was convinced we could become mechanical pencil millionaires.

8. D-Clips by Midori

There are always paperclips in my pencil case and usually at the bottom of my handbag too. My lifestyle means I can’t have a dog (yet!) so these little guys keep me company instead.

4

9. Round Brass Sharpener by M&R

This pen has a super thin refill in gel ink so it flows beautifully with no scratching. I’m a fan of the unexpected and the fact that this is a pen in disguise as a pencil brings a smile to my face.

This sharpener has two holes, one for standard pencils and another for chunkies. It’s weighty and the blade is replaceable so it gets a tick for its green credentials.

Much better than a plastic version! I keep one in my makeup bag, too.

5. Safari Fountain Pen by Lamy

10. Terracotta Ruler by Standardgraph

A smooth flowing fountain pen from our friends at Lamy.

It’s my everyday writing tool.

I found this in Barcelona and it became the foundation of our Mars Orange collection this summer, which included lots of orange notebooks and writing instruments.

4. Pencil Ball Pen by OHTO

9 6

8

6. Brass Lilliput Fountain Pen by Kaweco

This is my most adored item of stationery. The Lilliput was the smallest fountain pen to hold a standard-size ink cartridge when it first came onto the market in 1908. The tactility of the wiggle form of the brass casing and how the finish gently tarnishes with age is pleasing. I’ve written the

11. Touch Brush Pens by Pentel

I love colour and am fascinated by colour therapy. I’ll often add colour to my to-do lists and plans. Here I have blue for clarity in my communication and yellow to bring action and a ray of sunshine.

10

11

Are the contents of your pencil case worthy of scrutiny in Unzipped? Share the stories behind your favourite stationery with the readers of Stationery Matters. Email Julia at editor@stationerymatters.news 2 6 A U T U M N // W I N T E R 2 0 1 8

A U T U M N // W I N T E R 2 0 1 8 2 7

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Hot product releases 3

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Find out what’s going to be top of everyone’s wishlist with our round-up of the latest product releases

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1 Dream Life Journal, kikki.K, kikki-k.com 2 This Week sticky note roll, Abrams & Chronicle, abramsandchronicle.co.uk 3 Yellow lacquer fountain pen, Cross for Scuderia Ferrari, cross.com/en-gb 4 Scissors, pencil case & binder clips, Tools to Liveby, toolstoliveby.com.tw 5 Limited edition Super Mario ruled notebook, Moleskine, moleskine.com 6 Customisable Waves notebook by House of Holland, Papier, papier.com 7 Busy Life calendar 2019, BusyB, busyb.co.uk 8 All That Glitters gold sequin notebook, GO Stationery, gostationery.net 9 Die-cut memo blocks, Abrams & Chronicle, abramsandchronicle.co.uk 10 Blingtastic pencil cases, Premier Stationery UK, premieruk.net 11 The Bloomsbury Group washbag, British Library, bl.uk/shop

11 A U T U M N // W I N T E R 2 0 1 8 2 9

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Hot product releases 3

7

Find out what’s going to be top of everyone’s wishlist with our round-up of the latest product releases

9

8

10

4

5 2 8 A U T U M N // W I N T E R 2 0 1 8

1 Dream Life Journal, kikki.K, kikki-k.com 2 This Week sticky note roll, Abrams & Chronicle, abramsandchronicle.co.uk 3 Yellow lacquer fountain pen, Cross for Scuderia Ferrari, cross.com/en-gb 4 Scissors, pencil case & binder clips, Tools to Liveby, toolstoliveby.com.tw 5 Limited edition Super Mario ruled notebook, Moleskine, moleskine.com 6 Customisable Waves notebook by House of Holland, Papier, papier.com 7 Busy Life calendar 2019, BusyB, busyb.co.uk 8 All That Glitters gold sequin notebook, GO Stationery, gostationery.net 9 Die-cut memo blocks, Abrams & Chronicle, abramsandchronicle.co.uk 10 Blingtastic pencil cases, Premier Stationery UK, premieruk.net 11 The Bloomsbury Group washbag, British Library, bl.uk/shop

11 A U T U M N // W I N T E R 2 0 1 8 2 9

HOT PRODUCT RELEASES

STATIONERY BIZ

13

Customisable notebooks, invitations and notecards by Papier

12 GETTING PERSONAL

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JULIA FAIERS explores how our quest for individuality is driving the customised and personalised stationery market.

15 16 17

3 0 A U T U M N // W I N T E R 2 0 1 8

12 Exercise Your Demons journal by Lucy Irving, Ammonite Press, thegmcgroup.com 13 Leather document wallet, HiDE collection, Katie Leamon, katieleamon.com 14 Notecards, Portico Designs, porticodesigns.com 15 Leather card wallet, StudioSarah, studiosarah.co.uk 16 Sequin blue fountain pen, Graf von FaberCastell for Bentley, graf-von-faber-castell.com 17 Roald Dahl’s James and the Giant Peach pencil box with 12 wooden colouring pencils and sharpener, Portico Designs, porticodesigns.com

BACK IN the day, children would carefully scribe their names in biro on school books, and adorn diaries with stickers. Personalised stationery was a do-it-yourself affair for children, while grown-up monogrammed stationery was a luxury accessible only to the wealthy.

How things have changed! Online shopping means we can buy whatever we want. Millennials, who have grown up not knowing life before the internet, are searching for ways to stand out and be unique. Whole sectors have sprung up to facilitate this desire to make things our own, be that paper goods and the pens and accessories to decorate them, or notebooks and diaries personalised with our names or favourite slogans.

A few innovative companies have carved out highly successful businesses catering to the stationery lover’s desire to create and use something unique.

Papier is one such brand. Founder and CEO Taymoor Atighetchi spotted a gap in the market for design-led invitations and greeting cards and launched his concept online in 2015.

Technology allowed him and his close-knit team to build a brand that offered affordable but fashionable

personalised stationery in just a few clicks. Atigetchi told Stationery Matters (see the full interview on page 54): “Personalisation offers you the chance to make a design or product your own – I think that’s important.

In a world where everyone can end up having the same thing, being able to put your unique mark on something is an appealing factor for any modern shopper.”

Papier has branched out from its initial offer of personalised, designled invitations and greetings cards to include not only notebooks and diaries, but also personalised books for children and now photobooks.

This clearly disrupts big players like Moonpig and Funky Pigeon. Recently Papier has taken its personalised wedding stationery up a notch with the option of adding gold foiling to some of its most popular designs.

Chic boutique kikki.K has spotted the growing trend. In July it announced via newsletter that its range of leather-bound planners, notebooks and accessories (luggage tags and clutch bags) could all be personalised with up to five characters and in a

Personalised children’s book from Papier

A U T U M N // W I N T E R 2 0 1 8 3 1

HOT PRODUCT RELEASES

STATIONERY BIZ

13

Customisable notebooks, invitations and notecards by Papier

12 GETTING PERSONAL

14

JULIA FAIERS explores how our quest for individuality is driving the customised and personalised stationery market.

15 16 17

3 0 A U T U M N // W I N T E R 2 0 1 8

12 Exercise Your Demons journal by Lucy Irving, Ammonite Press, thegmcgroup.com 13 Leather document wallet, HiDE collection, Katie Leamon, katieleamon.com 14 Notecards, Portico Designs, porticodesigns.com 15 Leather card wallet, StudioSarah, studiosarah.co.uk 16 Sequin blue fountain pen, Graf von FaberCastell for Bentley, graf-von-faber-castell.com 17 Roald Dahl’s James and the Giant Peach pencil box with 12 wooden colouring pencils and sharpener, Portico Designs, porticodesigns.com

BACK IN the day, children would carefully scribe their names in biro on school books, and adorn diaries with stickers. Personalised stationery was a do-it-yourself affair for children, while grown-up monogrammed stationery was a luxury accessible only to the wealthy.

How things have changed! Online shopping means we can buy whatever we want. Millennials, who have grown up not knowing life before the internet, are searching for ways to stand out and be unique. Whole sectors have sprung up to facilitate this desire to make things our own, be that paper goods and the pens and accessories to decorate them, or notebooks and diaries personalised with our names or favourite slogans.

A few innovative companies have carved out highly successful businesses catering to the stationery lover’s desire to create and use something unique.

Papier is one such brand. Founder and CEO Taymoor Atighetchi spotted a gap in the market for design-led invitations and greeting cards and launched his concept online in 2015.

Technology allowed him and his close-knit team to build a brand that offered affordable but fashionable

personalised stationery in just a few clicks. Atigetchi told Stationery Matters (see the full interview on page 54): “Personalisation offers you the chance to make a design or product your own – I think that’s important.

In a world where everyone can end up having the same thing, being able to put your unique mark on something is an appealing factor for any modern shopper.”

Papier has branched out from its initial offer of personalised, designled invitations and greetings cards to include not only notebooks and diaries, but also personalised books for children and now photobooks.

This clearly disrupts big players like Moonpig and Funky Pigeon. Recently Papier has taken its personalised wedding stationery up a notch with the option of adding gold foiling to some of its most popular designs.

Chic boutique kikki.K has spotted the growing trend. In July it announced via newsletter that its range of leather-bound planners, notebooks and accessories (luggage tags and clutch bags) could all be personalised with up to five characters and in a

Personalised children’s book from Papier

A U T U M N // W I N T E R 2 0 1 8 3 1

Leather essentials range in Mint by kikki.K

IN A WORLD WHERE EVERYONE CAN END UP HAVING THE SAME THING, BEING ABLE TO PUT YOUR UNIQUE MARK ON SOMETHING IS AN APPEALING FACTOR FOR ANY MODERN SHOPPER.

Chroma Stationery

choice of six different foil colours.

Clients can order their products online and in selected stores. The kikki.K website has a video showing exactly how they emboss initials on their stationery. It’s essential viewing for stationery addicts as it reveals the mechanics behind the process. Nor does it hurt the brand to identify with the traditional skills associated with top-end luxury stationers.

The price is right While traditional printers and stationers continue to offer beautiful bespoke products for the discerning client with money to spare, online is where we see some of the most exciting – and affordable – developments in customised stationery. Businesses are springing up or adapting existing models to offer increasing levels of personalisation.

A growing appetite for bespoke stationery in the UK was the reason Chroma Stationery came into being.

TOAD Diaries 3 2 A U T U M N // W I N T E R 2 0 1 8

Founder Gabi Cox says: “Before I started Chroma, I was aware that more high-end brands were offering personalisation, but it always seemed so expensive, with them charging £1 a letter or more, or it was very limited.

For example, you could have your name but it would be in a set font or in a set place. I wanted to build a business that allowed people to create their ideal piece of stationery with limitless embossing at an affordable price point. At Chroma we allow each individual to build their dream piece, whatever they’d like customised, placed anywhere on the notebook.”

The key to Chroma’s success could lie in the combination of producing the right product at the right time, and for the right person. Cox continues: “Since I started Chroma four years ago, the personalisation trend has only grown in popularity, but many companies still offer quite a limited service. My target audience is female, aged between 18 and 35, so bang on Millennials. They care about the product they’re buying, but also the brand behind it.”

More than a name Personalisation isn’t exclusively about stamping initials on a notebook. Lime Stationery & Art has just launched a new range of light-up letters from Legami that takes personalisation away from paper goods and onto desks, into bedrooms and even the garden.

Or personalisation can extend to customising a paper product to a client’s exact needs. The idea is the customer creates a bespoke product by cherrypicking the features or designs that suit their tastes or their lifestyle. Take TOAD

Posh Totty Designs Creates from notonthehighstreet.com

& So They Made set of five personalised notebooks from notonthehighstreet.com

Legami light-up letters from Lime Stationery & Art

Diaries, for example, which started out offering its clients the ability to choose the start and finish date, size and format of its diaries. TOAD (TodayOrAnyDay) has since expanded its online business to provide exactly what its customers were asking for – namely more control over the designs and formats. Tim Grinsdale, the company founder, said: “In our first couple of years trading we could only provide a wiro-bound option, and many of our early customers were requesting different finishes, in particular a hardback and a soft-touch option. After recently acquiring some more equipment, and additional staff with specific book-making skills, we were able to finally deliver these new additions to our customers. This, in essence, has completed our offering, allowing people to choose everything about their diary content and have it in their preferred finish.”

For online retailer NOTHS – notonthehighstreet.com – personalisation lies at the very heart of its business. Rosemary Platt, curator of Stationery, Seasonal, Toys & Books and Garden at the company,

comments: “Stationery is used so much in our everyday lives nowadays that people want to have items that feel special and are personal to them.

However, over time, we’ve seen this evolve to much more than just a notebook with a name on. Customers want to be able to personalise their stationery with everything from their favourite literary quotes, to their hobbies and even their children’s drawings. Over the past 10 years, we’ve seen our Partners respond to this trend by developing personalised

products that make stationery totally unique to an individual, so that it becomes a truly thoughtful gift and reflection of both themselves and their loved ones.”

There is an unstoppable tide of companies and individuals offering personalisation, aimed at people who value stationery personalised to them, or even for someone else. As one highend traditional stationer declared in its newsletter earlier this year: “Every gift is more magnificent with added initials.”

CUSTOMERS WANT TO BE ABLE TO PERSONALISE THEIR STATIONERY WITH EVERYTHING FROM THEIR FAVOURITE LITERARY QUOTES, TO THEIR HOBBIES AND EVEN THEIR CHILDREN’S DRAWINGS. A U T U M N // W I N T E R 2 0 1 8 3 3

Leather essentials range in Mint by kikki.K

IN A WORLD WHERE EVERYONE CAN END UP HAVING THE SAME THING, BEING ABLE TO PUT YOUR UNIQUE MARK ON SOMETHING IS AN APPEALING FACTOR FOR ANY MODERN SHOPPER.

Chroma Stationery

choice of six different foil colours.

Clients can order their products online and in selected stores. The kikki.K website has a video showing exactly how they emboss initials on their stationery. It’s essential viewing for stationery addicts as it reveals the mechanics behind the process. Nor does it hurt the brand to identify with the traditional skills associated with top-end luxury stationers.

The price is right While traditional printers and stationers continue to offer beautiful bespoke products for the discerning client with money to spare, online is where we see some of the most exciting – and affordable – developments in customised stationery. Businesses are springing up or adapting existing models to offer increasing levels of personalisation.

A growing appetite for bespoke stationery in the UK was the reason Chroma Stationery came into being.

TOAD Diaries 3 2 A U T U M N // W I N T E R 2 0 1 8

Founder Gabi Cox says: “Before I started Chroma, I was aware that more high-end brands were offering personalisation, but it always seemed so expensive, with them charging £1 a letter or more, or it was very limited.

For example, you could have your name but it would be in a set font or in a set place. I wanted to build a business that allowed people to create their ideal piece of stationery with limitless embossing at an affordable price point. At Chroma we allow each individual to build their dream piece, whatever they’d like customised, placed anywhere on the notebook.”

The key to Chroma’s success could lie in the combination of producing the right product at the right time, and for the right person. Cox continues: “Since I started Chroma four years ago, the personalisation trend has only grown in popularity, but many companies still offer quite a limited service. My target audience is female, aged between 18 and 35, so bang on Millennials. They care about the product they’re buying, but also the brand behind it.”

More than a name Personalisation isn’t exclusively about stamping initials on a notebook. Lime Stationery & Art has just launched a new range of light-up letters from Legami that takes personalisation away from paper goods and onto desks, into bedrooms and even the garden.

Or personalisation can extend to customising a paper product to a client’s exact needs. The idea is the customer creates a bespoke product by cherrypicking the features or designs that suit their tastes or their lifestyle. Take TOAD

Posh Totty Designs Creates from notonthehighstreet.com

& So They Made set of five personalised notebooks from notonthehighstreet.com

Legami light-up letters from Lime Stationery & Art

Diaries, for example, which started out offering its clients the ability to choose the start and finish date, size and format of its diaries. TOAD (TodayOrAnyDay) has since expanded its online business to provide exactly what its customers were asking for – namely more control over the designs and formats. Tim Grinsdale, the company founder, said: “In our first couple of years trading we could only provide a wiro-bound option, and many of our early customers were requesting different finishes, in particular a hardback and a soft-touch option. After recently acquiring some more equipment, and additional staff with specific book-making skills, we were able to finally deliver these new additions to our customers. This, in essence, has completed our offering, allowing people to choose everything about their diary content and have it in their preferred finish.”

For online retailer NOTHS – notonthehighstreet.com – personalisation lies at the very heart of its business. Rosemary Platt, curator of Stationery, Seasonal, Toys & Books and Garden at the company,

comments: “Stationery is used so much in our everyday lives nowadays that people want to have items that feel special and are personal to them.

However, over time, we’ve seen this evolve to much more than just a notebook with a name on. Customers want to be able to personalise their stationery with everything from their favourite literary quotes, to their hobbies and even their children’s drawings. Over the past 10 years, we’ve seen our Partners respond to this trend by developing personalised

products that make stationery totally unique to an individual, so that it becomes a truly thoughtful gift and reflection of both themselves and their loved ones.”

There is an unstoppable tide of companies and individuals offering personalisation, aimed at people who value stationery personalised to them, or even for someone else. As one highend traditional stationer declared in its newsletter earlier this year: “Every gift is more magnificent with added initials.”

CUSTOMERS WANT TO BE ABLE TO PERSONALISE THEIR STATIONERY WITH EVERYTHING FROM THEIR FAVOURITE LITERARY QUOTES, TO THEIR HOBBIES AND EVEN THEIR CHILDREN’S DRAWINGS. A U T U M N // W I N T E R 2 0 1 8 3 3

ADVERTORIAL

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ADVERTORIAL

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ADVERTORIAL

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ADVERTORIAL

A U T U M N // W I N T E R 2 0 1 8 3 5

STATIONERY BIZ Seco range by Stewart Superior

WE ALL NEED TO ADOPT GREENER PRACTICES AS HABIT.

Plastic pollution on a beach in the Dominican Republic. Photo: Dustan Woodhouse on Unsplash

THE WAR ON PLASTIC HENRI DAVIS reports on the problems and solutions surrounding our love affair with plastics.

3 6 A U T U M N // W I N T E R 2 0 1 8

PICTURES from Indonesia showing ‘solid rafts’ of plastic bags and bottles in local rivers, talk of the 965,000 square miles of plastic in a region of the South Pacific created by circular currents, and Blue Planet II showing images of sea horses holding cotton buds in their tails have all raised the profile of our use and disposal of plastics.

Plastics and their derivatives were the wonder products of the 1970s, due in no small part because of the availability of oil and the fact that it was relatively cheap and energy efficient to produce. The flip side is we have all come to regard it as a throwaway material, not actually thinking about how to dispose of it responsibly. Many plastics have been recyclable and biodegradable for years, but few think about how we can do this ourselves, unless our local council has offered recycling schemes.

Polypropylene has been a popular material for filing products since the 1990s. Made from recycled plastics and recyclable too, it came to the fore 20 years ago because of the fantastic

colours and finishes available at the time. Polypropylene is less popular now, as we tend to use board with interesting print and foil finishes more which, unfortunately, are likely to be impossible to recycle unless the elements can be successfully separated.

Disposing of plastic is a worldwide problem, brought into the spotlight recently when China, which recycled a significant percentage of British plastics, closed its doors to our waste.

All of a sudden we have to get better at dealing with it ourselves or find another willing partner to do it for us.

Earlier this year the government set targets around minimising waste and materials reuse, with the focus on zero avoidable waste, meeting waste targets, eliminating waste crime and significantly reducing marine plastic pollution. The target is to achieve these goals by between 2042 and 2050. Everyone applauds this stance but many, including the European Union, feel it should be enshrined in law to ensure the targets have some bite. They believe the real answer is

to have a circular approach to this problem, where we recycle and reuse more, rather that create yet more virgin products.

The food industry has responded with a voluntary pledge to transform packaging and reduce avoidable plastic waste. Forty-two companies, including seven of the largest supermarkets, have supported this new pledge, committing that by 2025 all plastic packaging can be reused, recycled or composted.

These are big enough businesses and users of plastic packaging to make a difference to the UK’s usage.

Other retailers are happy to declare their stance on the use of sustainable materials and waste management as well, for example Paperchase, which is fulfilling its obligations under the WEEE regulations for the disposal of batteries and electrical equipment and the use of sustainably sourced timber for their paper and board, but as yet there is nothing around plastics.

While WHSmith is not explicit about the detail of what it does in this respect, it has a clear policy about reducing the amount of its waste going to landfill and being recycled, and is not embarrassed to say that part of this is driven by financial considerations, including the landfill levies they are charged and the cost of unnecessary packaging.

However, at the moment this is all based around voluntary actions and targets and not enshrined in legislation. When businesses and consumers are working with limited budgets and incomes, there is a reluctance to invest in new processes or spend more on environmentally

friendly products. This means there is a danger that there will be little support from business or consumers for these reductions unless it saves them money – certainly in the immediate future. We all need to adopt greener practices as habit.

The BOSS Federation, the trade association which serves the UK office supplies and services industry, was asked by a number of its members to see if it could raise awareness of the single-use plastics issue within its sector of the industry, and to encourage best practice in all areas of the supply chain. In July, interested parties came together at a meeting to agree terms of reference and define what should be included. They agreed to educate themselves and others on information and issues relating to this area, including common data gathering and reporting, improving by encouraging compliance with agreed best practice, and lobbying by using industry and government contacts to influence both legislation and the industry as a whole.

Stewart Superior’s Seco range, which has strong environmental credentials, has been available for a

number of years. The materials used to make these products are recycled where possible; the products and packaging are recyclable; the products are completely oxo-biodegradable and the products function as normal while being used… the best of both worlds!

Of course plastics are also used for pens, and Pilot Begreen was the first full range of recycled pens to be offered at the same price as its normal range. Six years on, the Begreen range is popular in the B2B channel, as businesses need to be seen to use environmentally friendly products.

For consumers, however, pen selection is more personal around look and function, and recycled materials used in their manufacture do not seem to be key in the decision-making process.

However, given that environmental matters continue to dominate modern life, I am convinced consumers will become more savvy over such issues as product miles, country of origin and packaging and, if in the future we can reduce any price premium, I am sure that will help products with environmental benefits grow in popularity with consumers and put pressure on retailers to stock them.

The B2p ballpoint pen and gel pens by Pilot are made from recycled bottles

A U T U M N // W I N T E R 2 0 1 8 3 7

STATIONERY BIZ Seco range by Stewart Superior

WE ALL NEED TO ADOPT GREENER PRACTICES AS HABIT.

Plastic pollution on a beach in the Dominican Republic. Photo: Dustan Woodhouse on Unsplash

THE WAR ON PLASTIC HENRI DAVIS reports on the problems and solutions surrounding our love affair with plastics.

3 6 A U T U M N // W I N T E R 2 0 1 8

PICTURES from Indonesia showing ‘solid rafts’ of plastic bags and bottles in local rivers, talk of the 965,000 square miles of plastic in a region of the South Pacific created by circular currents, and Blue Planet II showing images of sea horses holding cotton buds in their tails have all raised the profile of our use and disposal of plastics.

Plastics and their derivatives were the wonder products of the 1970s, due in no small part because of the availability of oil and the fact that it was relatively cheap and energy efficient to produce. The flip side is we have all come to regard it as a throwaway material, not actually thinking about how to dispose of it responsibly. Many plastics have been recyclable and biodegradable for years, but few think about how we can do this ourselves, unless our local council has offered recycling schemes.

Polypropylene has been a popular material for filing products since the 1990s. Made from recycled plastics and recyclable too, it came to the fore 20 years ago because of the fantastic

colours and finishes available at the time. Polypropylene is less popular now, as we tend to use board with interesting print and foil finishes more which, unfortunately, are likely to be impossible to recycle unless the elements can be successfully separated.

Disposing of plastic is a worldwide problem, brought into the spotlight recently when China, which recycled a significant percentage of British plastics, closed its doors to our waste.

All of a sudden we have to get better at dealing with it ourselves or find another willing partner to do it for us.

Earlier this year the government set targets around minimising waste and materials reuse, with the focus on zero avoidable waste, meeting waste targets, eliminating waste crime and significantly reducing marine plastic pollution. The target is to achieve these goals by between 2042 and 2050. Everyone applauds this stance but many, including the European Union, feel it should be enshrined in law to ensure the targets have some bite. They believe the real answer is

to have a circular approach to this problem, where we recycle and reuse more, rather that create yet more virgin products.

The food industry has responded with a voluntary pledge to transform packaging and reduce avoidable plastic waste. Forty-two companies, including seven of the largest supermarkets, have supported this new pledge, committing that by 2025 all plastic packaging can be reused, recycled or composted.

These are big enough businesses and users of plastic packaging to make a difference to the UK’s usage.

Other retailers are happy to declare their stance on the use of sustainable materials and waste management as well, for example Paperchase, which is fulfilling its obligations under the WEEE regulations for the disposal of batteries and electrical equipment and the use of sustainably sourced timber for their paper and board, but as yet there is nothing around plastics.

While WHSmith is not explicit about the detail of what it does in this respect, it has a clear policy about reducing the amount of its waste going to landfill and being recycled, and is not embarrassed to say that part of this is driven by financial considerations, including the landfill levies they are charged and the cost of unnecessary packaging.

However, at the moment this is all based around voluntary actions and targets and not enshrined in legislation. When businesses and consumers are working with limited budgets and incomes, there is a reluctance to invest in new processes or spend more on environmentally

friendly products. This means there is a danger that there will be little support from business or consumers for these reductions unless it saves them money – certainly in the immediate future. We all need to adopt greener practices as habit.

The BOSS Federation, the trade association which serves the UK office supplies and services industry, was asked by a number of its members to see if it could raise awareness of the single-use plastics issue within its sector of the industry, and to encourage best practice in all areas of the supply chain. In July, interested parties came together at a meeting to agree terms of reference and define what should be included. They agreed to educate themselves and others on information and issues relating to this area, including common data gathering and reporting, improving by encouraging compliance with agreed best practice, and lobbying by using industry and government contacts to influence both legislation and the industry as a whole.

Stewart Superior’s Seco range, which has strong environmental credentials, has been available for a

number of years. The materials used to make these products are recycled where possible; the products and packaging are recyclable; the products are completely oxo-biodegradable and the products function as normal while being used… the best of both worlds!

Of course plastics are also used for pens, and Pilot Begreen was the first full range of recycled pens to be offered at the same price as its normal range. Six years on, the Begreen range is popular in the B2B channel, as businesses need to be seen to use environmentally friendly products.

For consumers, however, pen selection is more personal around look and function, and recycled materials used in their manufacture do not seem to be key in the decision-making process.

However, given that environmental matters continue to dominate modern life, I am convinced consumers will become more savvy over such issues as product miles, country of origin and packaging and, if in the future we can reduce any price premium, I am sure that will help products with environmental benefits grow in popularity with consumers and put pressure on retailers to stock them.

The B2p ballpoint pen and gel pens by Pilot are made from recycled bottles

A U T U M N // W I N T E R 2 0 1 8 3 7

STATIONERY BIZ

STATIONERY BIZ

Deco bioglitter by Bioglitter, a biodegradable non-plastic glitter

M&S ANNOUNCED IT WAS TRIALLING A PLANT-BASED BIODEGRADABLE GLITTER CALLED DECO BIOGLITTER ON ITS SPARKLING CHRYSANTHEMUM GIFT BAGS.

Hazel 4D’s new Surf recyclable mailing envelopes with a padded lining made of corrugated paper 3 8 A U T U M N // W I N T E R 2 0 1 8

Many retailers have tried and given up on refillable pens, as it seems consumers are motivated by brand, product appearance and performance, and that being refillable is a secondary benefit. Interestingly, retailers have never been big fans of refills either as the return on space is poor, with ink cartridges being the only notable exception because most ink pens use one or two standard formats. In the ballpen and rollerball market, until recently only more expensive pens were refillable, and many brands now use Amazon as an online warehouse for refills.

Often it is not the material itself that cannot be recycled, it is what we have done to it. Paper or board are normally fine to recycle, but film laminate, foil or glitter are difficult to remove in the recycling process.

Using water- or cornstarch-based laminates allow boards to be recycled, and there are new degradable glitters in development. In August 2018, for example, M&S announced it was trialling a plant-based biodegradable glitter called Deco Bioglitter on its sparkling chrysanthemum gift bags.

Foils are still a challenge because they are usually aluminium based, so while they are very on trend in design terms, they are not helping the environment. Foils can be floated off if the recycling company has suitable equipment. Scientists are in the process of researching biodegradable foils.

These game-changing developments have been on businesses’ agendas for a while, but Blue Planet II seems to have given some much-needed impetus in terms of consumer awareness.

It is a similar story with the bags we sell our products in. Some films can technically be recycled, but very few local authorities have the facilities to do it. Even if the film was collected separately, which it isn’t, it couldn’t be processed anyway. Biodegradable film will do exactly that over time, but it merely breaks down into tiny slivers rather than disappear altogether.

Cornstarch film is compostable and will break down, but only if placed on your compost heap. If put in a black rubbish bag it will end up in landfill and won’t degrade as intended. There are, however, many examples of changes afoot: the National Trust recently

2019 season ‘naked’ cards from The Art File

sent out their member’s magazine in a potato-starch wrapper suitable for domestic composting, and they make it quite clear that we have to put it in our compost heaps for that to happen.

UK packaging solutions provider Hazel 4D has launched new Surf recyclable mailing envelopes with a padded lining made of corrugated paper, which gives the envelopes the strength and rigidity required to protect products from damage in the post. And they are 100% recycled.

In August, card publisher The Art File announced it will offer retailers a 4p price reduction for ‘going naked’ on its Spring Seasons 2019 cards. As consumers, will we remember to pick up the envelopes, and will we mind cards and envelopes being marked? If we want to make a difference, we will have to get used to it.

The Greeting Card Association’s (GCA) CEO Sharon Little announced in August that they will soon be ready “to share full advice with our card publisher members and associate retailer and supplier members on environmental matters in relation to greeting cards.” Given the synergy between the card and stationery

industries and the fact that many UK businesses are involved in both market sectors, this is bound to influence the stationery on offer in 2019.

Driving home recently I heard someone talking about an initiative used at sports grounds, encouraging spectators to return their plastic glasses for a £1 deposit. At Lords the spectators were slow on the uptake, but an enterprising youngster decided to forego watching the cricket and earned himself £92 collecting glasses.

This shows that we all need to care

more, even if there is a persuasive financial incentive!

There is a huge amount of research going into developing more environmentally friendly materials and processes, but we cannot expect this to continue if we do not do our bit.

As consumers we need to be aware of what we are buying and how we should dispose of it. We must all be prepared to put the effort in, and maybe spend a little bit more to give these initiatives the support and the impetus they need.

‘naked’ cards fromThe Art File

A U T U M N // W I N T E R 2 0 1 8 3 9

STATIONERY BIZ

STATIONERY BIZ

Deco bioglitter by Bioglitter, a biodegradable non-plastic glitter

M&S ANNOUNCED IT WAS TRIALLING A PLANT-BASED BIODEGRADABLE GLITTER CALLED DECO BIOGLITTER ON ITS SPARKLING CHRYSANTHEMUM GIFT BAGS.

Hazel 4D’s new Surf recyclable mailing envelopes with a padded lining made of corrugated paper 3 8 A U T U M N // W I N T E R 2 0 1 8

Many retailers have tried and given up on refillable pens, as it seems consumers are motivated by brand, product appearance and performance, and that being refillable is a secondary benefit. Interestingly, retailers have never been big fans of refills either as the return on space is poor, with ink cartridges being the only notable exception because most ink pens use one or two standard formats. In the ballpen and rollerball market, until recently only more expensive pens were refillable, and many brands now use Amazon as an online warehouse for refills.

Often it is not the material itself that cannot be recycled, it is what we have done to it. Paper or board are normally fine to recycle, but film laminate, foil or glitter are difficult to remove in the recycling process.

Using water- or cornstarch-based laminates allow boards to be recycled, and there are new degradable glitters in development. In August 2018, for example, M&S announced it was trialling a plant-based biodegradable glitter called Deco Bioglitter on its sparkling chrysanthemum gift bags.

Foils are still a challenge because they are usually aluminium based, so while they are very on trend in design terms, they are not helping the environment. Foils can be floated off if the recycling company has suitable equipment. Scientists are in the process of researching biodegradable foils.

These game-changing developments have been on businesses’ agendas for a while, but Blue Planet II seems to have given some much-needed impetus in terms of consumer awareness.

It is a similar story with the bags we sell our products in. Some films can technically be recycled, but very few local authorities have the facilities to do it. Even if the film was collected separately, which it isn’t, it couldn’t be processed anyway. Biodegradable film will do exactly that over time, but it merely breaks down into tiny slivers rather than disappear altogether.

Cornstarch film is compostable and will break down, but only if placed on your compost heap. If put in a black rubbish bag it will end up in landfill and won’t degrade as intended. There are, however, many examples of changes afoot: the National Trust recently

2019 season ‘naked’ cards from The Art File

sent out their member’s magazine in a potato-starch wrapper suitable for domestic composting, and they make it quite clear that we have to put it in our compost heaps for that to happen.

UK packaging solutions provider Hazel 4D has launched new Surf recyclable mailing envelopes with a padded lining made of corrugated paper, which gives the envelopes the strength and rigidity required to protect products from damage in the post. And they are 100% recycled.

In August, card publisher The Art File announced it will offer retailers a 4p price reduction for ‘going naked’ on its Spring Seasons 2019 cards. As consumers, will we remember to pick up the envelopes, and will we mind cards and envelopes being marked? If we want to make a difference, we will have to get used to it.

The Greeting Card Association’s (GCA) CEO Sharon Little announced in August that they will soon be ready “to share full advice with our card publisher members and associate retailer and supplier members on environmental matters in relation to greeting cards.” Given the synergy between the card and stationery

industries and the fact that many UK businesses are involved in both market sectors, this is bound to influence the stationery on offer in 2019.

Driving home recently I heard someone talking about an initiative used at sports grounds, encouraging spectators to return their plastic glasses for a £1 deposit. At Lords the spectators were slow on the uptake, but an enterprising youngster decided to forego watching the cricket and earned himself £92 collecting glasses.

This shows that we all need to care

more, even if there is a persuasive financial incentive!

There is a huge amount of research going into developing more environmentally friendly materials and processes, but we cannot expect this to continue if we do not do our bit.

As consumers we need to be aware of what we are buying and how we should dispose of it. We must all be prepared to put the effort in, and maybe spend a little bit more to give these initiatives the support and the impetus they need.

‘naked’ cards fromThe Art File

A U T U M N // W I N T E R 2 0 1 8 3 9

STATIONERY BIZ

STATIONERY BIZ

ARTIFICIAL INTELLIGENCE HITS THE HIGH STREET

Photo: Macys

Tech journalist CHRIS PARTRIDGE shows how AI is enhancing the consumer shopping experience.

AN AREA WHERE AI IS SHOWING PARTICULAR PROMISE IS HELPING CONSUMERS CHOOSE IN A MARKETPLACE OF A MILLION ALTERNATIVES.

4 0 A U T U M N // W I N T E R 2 0 1 8

PEOPLE tend to regard artificial intelligence (AI) either as friendly androids, like the chirpy robot double act C-3PO and R2-D2 in Star Wars, or monsters like the psycho killer HAL in 2001: a space odyssey. Sadly, AI in reality is much less glamorous.

Simply put, it is a collection of software tools designed to work invisibly in corporate data systems to bring human-like skills to areas where today’s computers are lacking.

Technically, AI is all about pattern recognition, the skill that we humans find instinctive but until recently has been a major challenge for computers.

Now, however, machines can scan digital images and audio and even video for patterns that indicate such things as faces, objects, handwriting and spoken words. They can identify them with huge accuracy, as well as understand what they mean. The same process has been used to understand language and accurately generate spoken or written words.

Amazon’s Alexa and Google Assistant are the most prominent examples of AI systems in action, and anyone who has spoken with them will testify to their slightly spooky ability to understand what you mean and respond appropriately

THE HOLY GRAIL IS GREAT CUSTOMER SERVICE THAT NOT ONLY MEETS, BUT ALSO PREDICTS THEIR NEEDS AND RESPONDS ACCORDINGLY.

Augmented Intelligence app in retail

(though both are still capable of being frustratingly dim or hilariously wrong.)

The success of these automata shows that people are increasingly willing to chat with robots when shopping online, according to Anne de Kerckhove, CEO of Freespee, a Swedish company specialising in online customer contact software.

“According to PwC’s Global Insights Survey 2018, which surveyed more than 22,000 consumers worldwide, customers are happy to talk to robots,” says de Kerckhove.

“Brands must convince customers that they are authentic and caring in order to thrive – and though it may seem counterintuitive, AI could lie at the heart of this. AI can increase the human element to customer service – allowing businesses to offer the very best of human one-to-one service in an online space. In fact, 60 per cent of respondents in the survey agreed that AI can reduce the time it takes to get answers while being highly tailored to their preferences.”

Not only do AI systems give customers a better service, the ability to scan vast amounts of past and present sales data enables them to pick up new trends and sense the death of

passing fads much more accurately than humans. “The holy grail is great customer service that not only meets, but also predicts their needs and responds accordingly,” de Kerckhove adds. “Only data-driven insights will be able to facilitate this process, with AI and machine-learning moving in tandem with purchasing habits, and instantly identifying – better yet, anticipating – and meeting consumers’ needs.”

Many AI systems are now available, such as Microsoft Dynamics’ Einstein and IBM’s Watson, a system that gained worldwide fame when it won the American general knowledge quiz show Jeopardy against human contestants. In that show, Watson demonstrated an uncanny ability to understand casual human chat, including slang. This enables the Watson-powered social media tool Dialogue, developed by digital consultants AKQA, to monitor Twitter and Facebook for statements like ‘I want something like this’ or ‘this is a complete crock’ without naming the brand or company. The system can then post a comment including helpful advice directing the consumer to their product. Crucially, the computer can monitor vast numbers of social media streams for this sort of opportunity, clearly not possible using expensive human beings.

Because the system is responding to a cry for help rather than going in cold, the return can be spectacular.

The agency claims that 60 per cent of people respond to the offer of help, and almost all of the responses are positive.

The online bookseller Alibris uses AI language analysis systems to assess the language skills of its

customers, based on their social media posts, and has also used the same tools on the works of more than a thousand authors. Now they can show customers the authors they are likely to appreciate, resulting in people staying on their site longer and a 60 per cent increase in conversions into sales.

An area where AI is showing particular promise is helping consumers choose in a marketplace of a million alternatives. AI’s ability to identify things from text, picture or video is a great start. People can make their desires known even if they don’t know the specific name of the item, by simply entering a short description and perhaps adding a picture, and leaving AI to work it out. The system can even cope with conflicting requirements, such as ‘a stylish, slim pen with a big ink reservoir and a low price’, using a technique called trade-off analytics that allocates the weight consumers place on each requirement.

Artificial intelligence is not just for online stores, it is also being introduced to help confused customers on the high street. Mobile sales assistants armed with tablets can be supported by AI providing an instant overall view of the stock. This allows them to show details to a customer on any item, on the spot. And of course, almost every customer nowadays has a smartphone that can run a store app.

In the US, Macy’s has developed an AIpowered app bringing the information available online to customers in the store, as well as information specific to the store such as the locations of the loos. Crucially, the app can pick up on subtle language cues in the way the customer is interacting with the system,

so it knows when to send in a living, breathing human to help.

The barriers to adopting AI are lower than you might think. The software is available in the cloud for rent at surprisingly reasonable rates, and hardware prices are coming down, too. In many cases, customers even provide their own hardware in the form of their smartphones running the store app.

The biggest danger is public acceptance. To work, an AI system must offer a much better service than a call centre or sales assistants in stores, so it must be designed and tested rigorously before being rolled out to the whole operation. And it must be as easy to talk to as a real human, without pretending to be a real human. The success of Alexa and other digital assistants show most people are perfectly willing to interact with robots, but they need to know who they are talking to, and need to be able to get hold of a real human being when necessary.

Amazon’s Alexa interacts with people just like a human assistant A U T U M N // W I N T E R 2 0 1 8 4 1

STATIONERY BIZ

STATIONERY BIZ

ARTIFICIAL INTELLIGENCE HITS THE HIGH STREET

Photo: Macys

Tech journalist CHRIS PARTRIDGE shows how AI is enhancing the consumer shopping experience.

AN AREA WHERE AI IS SHOWING PARTICULAR PROMISE IS HELPING CONSUMERS CHOOSE IN A MARKETPLACE OF A MILLION ALTERNATIVES.

4 0 A U T U M N // W I N T E R 2 0 1 8

PEOPLE tend to regard artificial intelligence (AI) either as friendly androids, like the chirpy robot double act C-3PO and R2-D2 in Star Wars, or monsters like the psycho killer HAL in 2001: a space odyssey. Sadly, AI in reality is much less glamorous.

Simply put, it is a collection of software tools designed to work invisibly in corporate data systems to bring human-like skills to areas where today’s computers are lacking.

Technically, AI is all about pattern recognition, the skill that we humans find instinctive but until recently has been a major challenge for computers.

Now, however, machines can scan digital images and audio and even video for patterns that indicate such things as faces, objects, handwriting and spoken words. They can identify them with huge accuracy, as well as understand what they mean. The same process has been used to understand language and accurately generate spoken or written words.

Amazon’s Alexa and Google Assistant are the most prominent examples of AI systems in action, and anyone who has spoken with them will testify to their slightly spooky ability to understand what you mean and respond appropriately

THE HOLY GRAIL IS GREAT CUSTOMER SERVICE THAT NOT ONLY MEETS, BUT ALSO PREDICTS THEIR NEEDS AND RESPONDS ACCORDINGLY.

Augmented Intelligence app in retail

(though both are still capable of being frustratingly dim or hilariously wrong.)

The success of these automata shows that people are increasingly willing to chat with robots when shopping online, according to Anne de Kerckhove, CEO of Freespee, a Swedish company specialising in online customer contact software.

“According to PwC’s Global Insights Survey 2018, which surveyed more than 22,000 consumers worldwide, customers are happy to talk to robots,” says de Kerckhove.

“Brands must convince customers that they are authentic and caring in order to thrive – and though it may seem counterintuitive, AI could lie at the heart of this. AI can increase the human element to customer service – allowing businesses to offer the very best of human one-to-one service in an online space. In fact, 60 per cent of respondents in the survey agreed that AI can reduce the time it takes to get answers while being highly tailored to their preferences.”

Not only do AI systems give customers a better service, the ability to scan vast amounts of past and present sales data enables them to pick up new trends and sense the death of

passing fads much more accurately than humans. “The holy grail is great customer service that not only meets, but also predicts their needs and responds accordingly,” de Kerckhove adds. “Only data-driven insights will be able to facilitate this process, with AI and machine-learning moving in tandem with purchasing habits, and instantly identifying – better yet, anticipating – and meeting consumers’ needs.”

Many AI systems are now available, such as Microsoft Dynamics’ Einstein and IBM’s Watson, a system that gained worldwide fame when it won the American general knowledge quiz show Jeopardy against human contestants. In that show, Watson demonstrated an uncanny ability to understand casual human chat, including slang. This enables the Watson-powered social media tool Dialogue, developed by digital consultants AKQA, to monitor Twitter and Facebook for statements like ‘I want something like this’ or ‘this is a complete crock’ without naming the brand or company. The system can then post a comment including helpful advice directing the consumer to their product. Crucially, the computer can monitor vast numbers of social media streams for this sort of opportunity, clearly not possible using expensive human beings.

Because the system is responding to a cry for help rather than going in cold, the return can be spectacular.

The agency claims that 60 per cent of people respond to the offer of help, and almost all of the responses are positive.

The online bookseller Alibris uses AI language analysis systems to assess the language skills of its

customers, based on their social media posts, and has also used the same tools on the works of more than a thousand authors. Now they can show customers the authors they are likely to appreciate, resulting in people staying on their site longer and a 60 per cent increase in conversions into sales.

An area where AI is showing particular promise is helping consumers choose in a marketplace of a million alternatives. AI’s ability to identify things from text, picture or video is a great start. People can make their desires known even if they don’t know the specific name of the item, by simply entering a short description and perhaps adding a picture, and leaving AI to work it out. The system can even cope with conflicting requirements, such as ‘a stylish, slim pen with a big ink reservoir and a low price’, using a technique called trade-off analytics that allocates the weight consumers place on each requirement.

Artificial intelligence is not just for online stores, it is also being introduced to help confused customers on the high street. Mobile sales assistants armed with tablets can be supported by AI providing an instant overall view of the stock. This allows them to show details to a customer on any item, on the spot. And of course, almost every customer nowadays has a smartphone that can run a store app.

In the US, Macy’s has developed an AIpowered app bringing the information available online to customers in the store, as well as information specific to the store such as the locations of the loos. Crucially, the app can pick up on subtle language cues in the way the customer is interacting with the system,

so it knows when to send in a living, breathing human to help.

The barriers to adopting AI are lower than you might think. The software is available in the cloud for rent at surprisingly reasonable rates, and hardware prices are coming down, too. In many cases, customers even provide their own hardware in the form of their smartphones running the store app.

The biggest danger is public acceptance. To work, an AI system must offer a much better service than a call centre or sales assistants in stores, so it must be designed and tested rigorously before being rolled out to the whole operation. And it must be as easy to talk to as a real human, without pretending to be a real human. The success of Alexa and other digital assistants show most people are perfectly willing to interact with robots, but they need to know who they are talking to, and need to be able to get hold of a real human being when necessary.

Amazon’s Alexa interacts with people just like a human assistant A U T U M N // W I N T E R 2 0 1 8 4 1

STATIONERY BIZ: AWARDS SPECIAL

STATIONERY BIZ: AWARDS SPECIAL

LAUNCHPAD COMPETITION: ONE YEAR ON ZAKERA KALI, founder of Peace & Blessings, spoke to Stationery Matters to fill us in on how she built her company and what she’s doing one year on from her LaunchPad Manchester win.

My dream of Peace & Blessings originated 20 years ago, following Eid celebrations around Christmas with my very young children. Eid day changes annually, as it follows the lunar calendar, like many eastern festivals. I noticed that there were beautiful Christmas cards, gorgeous giftwrap and lovely Christmas decorations. Disappointingly, in comparison little was available for niche celebrations like Eid on the high street or online. My feelings were shared with my friends who celebrated Hanukkah, Diwali or Vaisakhi. We would improvise by going to the Christmas sales and hack the decorations by buying blank cards and writing in a glitter pen ‘happy Eid, Diwali or Hanukkah’. I always intended to fill the gap in the market and provide cards and decorations for the ethnic market. So the seed of an idea was there and I just wasn’t sure how to make it happen.

4 2 A U T U M N // W I N T E R 2 0 1 8

Ten years later, I picked up the courage to pursue a postgraduate qualification in design management, to focus on starting my card business.

Unfortunately, the lure of a secure job with a consultancy that I co-founded meant I didn’t develop the idea. Instead I went on to consult companies on their brand and design strategy.

Throughout this time, however, my mind was constantly thinking about Peace & Blessings and my vision for it. In fact, I bought the domain name and was already designing the cards. It was only in 2016 that I finally had the opportunity with my consultancy team to start working on my idea, and since the brand and its values had been in incubation for such a long time, I was ready to get going. However, I found that choosing the paper stock, foil colours and getting the colours perfect took much longer than I anticipated, especially as I wanted to create a premium collection that reflected the identity of the person who was giving the card as well as the person receiving it. Furthermore, I spent time looking for companies that shared the same ethos of craftsmanship, caring for the environment and being sustainable, as well as producing in the UK.

By May 2017 I was ready to launch at a pop up at the Birmingham Bullring centre. I thought I could test the market to see if people liked my cards. From the word go I had people approaching me saying they loved my cards, and asking me whether I could create similar Jewish or Hindu cards. Thankfully, I already had these in the pipeline and in September I was getting ready to launch my Hanukkah and Chinese New Year cards online on different marketplaces. At that time, somebody suggested I should enter the LaunchPad

Close up of gift wrap by Paper Mirchi, GOTY 2018 award winner

competition at the Manchester Stationery Show. If I’m honest, I had never contemplated entering as I thought I was a niche brand. I was so happy to discover that I was one of the winners. Since then it has been all go. I won another award – the Greetings & Stationery category of the 2018 Gift Of Year Awards at the International Spring Fair in February 2018.

This Eid, one year since launch, I was on Oxford Street on Eid day and my cards were in three retail outlets – Fenwicks of Bond Street, Selfridges and a pop up at John Lewis.

It was the most amazing feeling, as I spent my teenage years shopping on Oxford Street and I could not believe my cards were now available on that same iconic street. What is even more exciting is in the last month, as a 14-month-old company, I licensed my collection of cards with The Art File.

They are an established publishing house who share a similar vision and ethos to Peace & Blessings, and have a great passion for quality and design.

For the future, I have a selection of new products that I would like to develop to complement my existing collection of cards, Hajj/Umrah journal and planners, and notebooks.

I am really grateful for the support I have received from the industry since winning LaunchPad. I have made some great friends and mentors – this is undeniably a lovely industry to be a part of and I’m really humbled how so many people genuinely want to help me achieve my dream. This also includes my very patient family and of course my team.

My advice to anyone entering LaunchPad is to make sure you are organised and ready, as you really don’t know where winning could lead you.”

The next LaunchPad competition will open for entries in early 2019. Look out for announcements on www.stationerymatters.news. The winners will receive free stand space at Stationery Show London 2019.

“AND THE WINNER IS...”

HENRI DAVIS reveals the value of entering industry awards, reminding us all you’ve got to be in it to win it.

I HAVE worked in the retail industry for 30 years and I am still amazed by the number of businesses, be they retailers, manufacturers or suppliers, who shy away from their industry’s awards because they don’t perceive the value of entering them.

In my role as a retail advisor one of the things I’m most often asked by suppliers is how to get their products in front of a retailer. They recount various stories of unanswered emails, unreturned calls, unacknowledged letters and samples. If it is so difficult

to get a product seen, why would you not enter it into your industry awards if it fulfilled the criteria, particularly when most awards are free to enter?

Awards organisers work really hard to assemble a good panel of buyers to judge their awards. Among them there will often be one or two buyers you have been trying to contact, and maybe a few others you hadn’t considered. For a brief period as these judges evaluate the products in the given category, your products will be a point of focus.

THE JUDGES ARE ALWAYS WELL REGARDED AND HAVE LOTS OF EXPERIENCE WITHIN THE INDUSTRY. WINNING IS LIKE A LITTLE PAT ON THE BACK. A U T U M N // W I N T E R 2 0 1 8 4 3

STATIONERY BIZ: AWARDS SPECIAL

STATIONERY BIZ: AWARDS SPECIAL

LAUNCHPAD COMPETITION: ONE YEAR ON ZAKERA KALI, founder of Peace & Blessings, spoke to Stationery Matters to fill us in on how she built her company and what she’s doing one year on from her LaunchPad Manchester win.

My dream of Peace & Blessings originated 20 years ago, following Eid celebrations around Christmas with my very young children. Eid day changes annually, as it follows the lunar calendar, like many eastern festivals. I noticed that there were beautiful Christmas cards, gorgeous giftwrap and lovely Christmas decorations. Disappointingly, in comparison little was available for niche celebrations like Eid on the high street or online. My feelings were shared with my friends who celebrated Hanukkah, Diwali or Vaisakhi. We would improvise by going to the Christmas sales and hack the decorations by buying blank cards and writing in a glitter pen ‘happy Eid, Diwali or Hanukkah’. I always intended to fill the gap in the market and provide cards and decorations for the ethnic market. So the seed of an idea was there and I just wasn’t sure how to make it happen.

4 2 A U T U M N // W I N T E R 2 0 1 8

Ten years later, I picked up the courage to pursue a postgraduate qualification in design management, to focus on starting my card business.

Unfortunately, the lure of a secure job with a consultancy that I co-founded meant I didn’t develop the idea. Instead I went on to consult companies on their brand and design strategy.

Throughout this time, however, my mind was constantly thinking about Peace & Blessings and my vision for it. In fact, I bought the domain name and was already designing the cards. It was only in 2016 that I finally had the opportunity with my consultancy team to start working on my idea, and since the brand and its values had been in incubation for such a long time, I was ready to get going. However, I found that choosing the paper stock, foil colours and getting the colours perfect took much longer than I anticipated, especially as I wanted to create a premium collection that reflected the identity of the person who was giving the card as well as the person receiving it. Furthermore, I spent time looking for companies that shared the same ethos of craftsmanship, caring for the environment and being sustainable, as well as producing in the UK.

By May 2017 I was ready to launch at a pop up at the Birmingham Bullring centre. I thought I could test the market to see if people liked my cards. From the word go I had people approaching me saying they loved my cards, and asking me whether I could create similar Jewish or Hindu cards. Thankfully, I already had these in the pipeline and in September I was getting ready to launch my Hanukkah and Chinese New Year cards online on different marketplaces. At that time, somebody suggested I should enter the LaunchPad

Close up of gift wrap by Paper Mirchi, GOTY 2018 award winner

competition at the Manchester Stationery Show. If I’m honest, I had never contemplated entering as I thought I was a niche brand. I was so happy to discover that I was one of the winners. Since then it has been all go. I won another award – the Greetings & Stationery category of the 2018 Gift Of Year Awards at the International Spring Fair in February 2018.

This Eid, one year since launch, I was on Oxford Street on Eid day and my cards were in three retail outlets – Fenwicks of Bond Street, Selfridges and a pop up at John Lewis.

It was the most amazing feeling, as I spent my teenage years shopping on Oxford Street and I could not believe my cards were now available on that same iconic street. What is even more exciting is in the last month, as a 14-month-old company, I licensed my collection of cards with The Art File.

They are an established publishing house who share a similar vision and ethos to Peace & Blessings, and have a great passion for quality and design.

For the future, I have a selection of new products that I would like to develop to complement my existing collection of cards, Hajj/Umrah journal and planners, and notebooks.

I am really grateful for the support I have received from the industry since winning LaunchPad. I have made some great friends and mentors – this is undeniably a lovely industry to be a part of and I’m really humbled how so many people genuinely want to help me achieve my dream. This also includes my very patient family and of course my team.

My advice to anyone entering LaunchPad is to make sure you are organised and ready, as you really don’t know where winning could lead you.”

The next LaunchPad competition will open for entries in early 2019. Look out for announcements on www.stationerymatters.news. The winners will receive free stand space at Stationery Show London 2019.

“AND THE WINNER IS...”

HENRI DAVIS reveals the value of entering industry awards, reminding us all you’ve got to be in it to win it.

I HAVE worked in the retail industry for 30 years and I am still amazed by the number of businesses, be they retailers, manufacturers or suppliers, who shy away from their industry’s awards because they don’t perceive the value of entering them.

In my role as a retail advisor one of the things I’m most often asked by suppliers is how to get their products in front of a retailer. They recount various stories of unanswered emails, unreturned calls, unacknowledged letters and samples. If it is so difficult

to get a product seen, why would you not enter it into your industry awards if it fulfilled the criteria, particularly when most awards are free to enter?

Awards organisers work really hard to assemble a good panel of buyers to judge their awards. Among them there will often be one or two buyers you have been trying to contact, and maybe a few others you hadn’t considered. For a brief period as these judges evaluate the products in the given category, your products will be a point of focus.

THE JUDGES ARE ALWAYS WELL REGARDED AND HAVE LOTS OF EXPERIENCE WITHIN THE INDUSTRY. WINNING IS LIKE A LITTLE PAT ON THE BACK. A U T U M N // W I N T E R 2 0 1 8 4 3

STATIONERY BIZ: AWARDS SPECIAL When the awards are linked to a trade fair, I find the focus created around the entries is really helpful to me as a buyer. However diligent I am walking a show floor, I’m bound to miss something, either because it’s tucked away in a corner of a stand, or because it’s just one relevant product masked by a stand full of otherwise irrelevant products, so I don’t even stop to look.

In my role I judge many different awards, across cards, gifts and stationery, and it is very common for the judges (usually buyers) to note down all sorts of products they see while judging, and then visit the relevant stands or contact the suppliers later to follow up on products of interest.

There are often additional benefits to entering awards. As Rani Moochhala, founder of Paper Mirchi mentions in the case study opposite, Stationery Show London gives exhibitors an opportunity to showcase their products to all visitors on the New Product stand right at the front of the hall. Many visitors to the show have learned to use this as their starting point. For someone with just an hour or two at the show, it’s a great way to find the one or two standout products needed to make the visit worthwhile.

Laura Stoddart is another supplier who has benefitted from being ‘found’ at Stationery Show London. Several influential buyers saw her products on the New Product stand, because she had entered the awards and won, in both 2017 and 2018!

Lime Stationery & Art’s awardwinning TROIKA pen

4 4 A U T U M N // W I N T E R 2 0 1 8

STATIONERY BIZ: AWARDS SPECIAL AWARD WINNERS CASE STUDY: PAPER MIRCHI Rani Moochhala, founder of Paper Mirchi, receiving her GOTY 2018 award

Laura Stoddart’s 2018 award-winning In Bloom notecards

Entrants for the GA’s Gift of the Year have the opportunity to showcase their products on the GOTY website from the date the entries open until they open for the following year. This is, in effect, a virtual showroom open to retailer members and non-members.

In addition, the winning and highly commended products are displayed on the GA stand at Spring Fair, which is another great new product hunting ground for buyers!

Judges at the Henries judge the categories not knowing who the publishers are, but are able to request information on publishers of specific cards after the event. For the buyer judges, this is a helpful way to find new publishers, particularly when you know what you’re missing, need or want to try in your range.

Shortlisted entrants or award winners are listed in winners’ brochures and on websites, and often featured in industry publications like this one. So instantly your business or product becomes much more visible,

both within your sector and more widely within the industry.

Michael Owen’s Lime Stationery & Art is well-established in the market.

He always enters several products in the Stationery Awards at Stationery Show London and often wins! He comments: “I love winning awards!

Not only does it offer some very nice positive publicity, it’s also a fantastic verification that we’re making the correct choices when we choose brands and products. As a small distributor in a very niche market, the choices we make are very important to us. We only sell what we like ourselves. The judges are always well regarded and have lots of experience within the industry.

Winning is like a little pat on the back.”

I would suggest that any reason to share a positive story with your customers, staff and other local businesses is worth taking. I believe awards are of huge value to businesses of all types in their various sectors, and I will certainly continue to be involved in any way I can.

Stationery Awards 2018 winner Rani Moochhala

One person who has taken full advantage of the opportunities industry awards can offer is Rani Moochhala, founder of Paper Mirchi. Her business is just over a year old but she is already supplying to some major national retailers thanks in no small part to her getting her product in front of her target buyers by entering industry awards.

Rani describes her journey so far: “I started my business in handcrafted giftwrap in June 2017. I knew I had a product that was different and unique but didn’t have a clear idea of how best to bring it to the notice of retailers and buyers. Being a small business I had a very limited budget, and therefore heavy advertising is something I was not able to afford. So I had to think of other ways of getting my products noticed.

“I entered the Manchester LaunchPad competition in 2017 and won a free stand at the Manchester Stationery Show in October and, as overall winner of the competition, I was awarded a free stand at Stationery Show London in April this year, too; an amazing opportunity to get my products in front of lots of buyers!!

“My first award in 2018 was the Giftware Association’s Gift of the Year Award and I was thrilled to win the competition in the Design & Craft category, which meant my products were featured in many industry magazines.

As I was exhibiting at Stationery Show London in April, I entered the Stationery Awards, which also allowed me to have my products on display as part of the New Product Awards display. Not only that, but I won the Gift Packaging & Wrap category – more fantastic PR. My business is only just over a year old, and bagging all these awards has boosted my confidence as well as giving my brand a presence in the retail world.’

AS OVERALL WINNER OF THE COMPETITION, I WAS AWARDED A FREE STAND AT STATIONERY SHOW LONDON IN APRIL THIS YEAR, TOO; AN AMAZING OPPORTUNITY TO GET MY PRODUCTS IN FRONT OF LOTS OF BUYERS!!

Award-winning giftwrap from Paper Mirchi

A U T U M N // W I N T E R 2 0 1 8 4 5

STATIONERY BIZ: AWARDS SPECIAL When the awards are linked to a trade fair, I find the focus created around the entries is really helpful to me as a buyer. However diligent I am walking a show floor, I’m bound to miss something, either because it’s tucked away in a corner of a stand, or because it’s just one relevant product masked by a stand full of otherwise irrelevant products, so I don’t even stop to look.

In my role I judge many different awards, across cards, gifts and stationery, and it is very common for the judges (usually buyers) to note down all sorts of products they see while judging, and then visit the relevant stands or contact the suppliers later to follow up on products of interest.

There are often additional benefits to entering awards. As Rani Moochhala, founder of Paper Mirchi mentions in the case study opposite, Stationery Show London gives exhibitors an opportunity to showcase their products to all visitors on the New Product stand right at the front of the hall. Many visitors to the show have learned to use this as their starting point. For someone with just an hour or two at the show, it’s a great way to find the one or two standout products needed to make the visit worthwhile.

Laura Stoddart is another supplier who has benefitted from being ‘found’ at Stationery Show London. Several influential buyers saw her products on the New Product stand, because she had entered the awards and won, in both 2017 and 2018!

Lime Stationery & Art’s awardwinning TROIKA pen

4 4 A U T U M N // W I N T E R 2 0 1 8

STATIONERY BIZ: AWARDS SPECIAL AWARD WINNERS CASE STUDY: PAPER MIRCHI Rani Moochhala, founder of Paper Mirchi, receiving her GOTY 2018 award

Laura Stoddart’s 2018 award-winning In Bloom notecards

Entrants for the GA’s Gift of the Year have the opportunity to showcase their products on the GOTY website from the date the entries open until they open for the following year. This is, in effect, a virtual showroom open to retailer members and non-members.

In addition, the winning and highly commended products are displayed on the GA stand at Spring Fair, which is another great new product hunting ground for buyers!

Judges at the Henries judge the categories not knowing who the publishers are, but are able to request information on publishers of specific cards after the event. For the buyer judges, this is a helpful way to find new publishers, particularly when you know what you’re missing, need or want to try in your range.

Shortlisted entrants or award winners are listed in winners’ brochures and on websites, and often featured in industry publications like this one. So instantly your business or product becomes much more visible,

both within your sector and more widely within the industry.

Michael Owen’s Lime Stationery & Art is well-established in the market.

He always enters several products in the Stationery Awards at Stationery Show London and often wins! He comments: “I love winning awards!

Not only does it offer some very nice positive publicity, it’s also a fantastic verification that we’re making the correct choices when we choose brands and products. As a small distributor in a very niche market, the choices we make are very important to us. We only sell what we like ourselves. The judges are always well regarded and have lots of experience within the industry.

Winning is like a little pat on the back.”

I would suggest that any reason to share a positive story with your customers, staff and other local businesses is worth taking. I believe awards are of huge value to businesses of all types in their various sectors, and I will certainly continue to be involved in any way I can.

Stationery Awards 2018 winner Rani Moochhala

One person who has taken full advantage of the opportunities industry awards can offer is Rani Moochhala, founder of Paper Mirchi. Her business is just over a year old but she is already supplying to some major national retailers thanks in no small part to her getting her product in front of her target buyers by entering industry awards.

Rani describes her journey so far: “I started my business in handcrafted giftwrap in June 2017. I knew I had a product that was different and unique but didn’t have a clear idea of how best to bring it to the notice of retailers and buyers. Being a small business I had a very limited budget, and therefore heavy advertising is something I was not able to afford. So I had to think of other ways of getting my products noticed.

“I entered the Manchester LaunchPad competition in 2017 and won a free stand at the Manchester Stationery Show in October and, as overall winner of the competition, I was awarded a free stand at Stationery Show London in April this year, too; an amazing opportunity to get my products in front of lots of buyers!!

“My first award in 2018 was the Giftware Association’s Gift of the Year Award and I was thrilled to win the competition in the Design & Craft category, which meant my products were featured in many industry magazines.

As I was exhibiting at Stationery Show London in April, I entered the Stationery Awards, which also allowed me to have my products on display as part of the New Product Awards display. Not only that, but I won the Gift Packaging & Wrap category – more fantastic PR. My business is only just over a year old, and bagging all these awards has boosted my confidence as well as giving my brand a presence in the retail world.’

AS OVERALL WINNER OF THE COMPETITION, I WAS AWARDED A FREE STAND AT STATIONERY SHOW LONDON IN APRIL THIS YEAR, TOO; AN AMAZING OPPORTUNITY TO GET MY PRODUCTS IN FRONT OF LOTS OF BUYERS!!

Award-winning giftwrap from Paper Mirchi

A U T U M N // W I N T E R 2 0 1 8 4 5

STATIONERY BIZ Alex Schlagman, founder of savethehighstreet.org

THE STATE OF STATIONERY WHSmith travel store

Is stationery a casualty of high street decline? Far from it, says retail analyst REBECCA SAUNDERS in her appraisal of businesses bucking the trend.

4 6 A U T U M N // W I N T E R 2 0 1 8

“COLLAPSE of the high street signals a looming crisis.”

This is merely one of myriad, somewhat hysterical headlines over the last few months describing the death of the British high street and the demise of retail as we know it.

At Stationery Show London 2018, I described some of the underlying data as well as highlighting some stories that point to success in the stationery market, despite this constant reporting of doom and gloom.

The big picture is that growth is broadly flat (non-food like-for-like sales in the three months to June were +0.8 per cent year on year, according to the BRC). Whilst there has been a lot of discussion regarding vacancy rates, which rose through 2017, these are not currently back to the highs experienced in 2013, although there has been some redistribution of retailers away from shopping malls and towards retail parks. With highprofile administrations from the likes of Poundworld and Maplin and now House of Fraser, and CVAs from household names such as Mothercare and ongoing economic uncertainty, it is fair to say that there are challenges

and many retailers are facing tough decisions around costs across the board.

However, in the words of retail expert Steve Dennis: “Physical retail is not dead, boring retail is.” It is far too simplistic to say online retail is “killing” the high street. Yes, customers can now compare prices at the click of a button and they are becoming ever more demanding around experience (through any channel). But digging deeper into the stories behind these struggling or failing retail brands often shows a lack of clear market positioning and insufficient product innovation, as well as historic underinvestment in stores and service.

Alex Schlagman, founder of industry-wide movement SaveTheHigh Street.org, is passionate about supporting retailers’ sustainable success in the face of macro challenges to rents, rates and consumer confidence.

He believes that “we can make sure that businesses are empowered to take advantage of all the current innovation, including opportunities through marketplaces, location-based advertising and use of local influencers getting people into store.”

All of these strategies and more are utilised by some of the current success stories within UK stationery retail. Whilst market performance data is hard to come by, a glance around Britain’s high streets demonstrates that space given over to stationery has been shifting significantly in recent years. Smiggle (see pages 52-53) is continuing with its rapid roll out, having launched over 125 stores since arriving in the UK just five years ago, and other Australian imports Typo and kikki.K are also adding stores and wholesale accounts respectively.

Card Factory has seen non-cards (which includes a significant stationery and gift offering) outperform, with sales up 10 per cent for the year to January 2018.

It is telling that WHSmith, whilst delivering disappointing results overall, is another retailer adding space to stationery and investing in both product and store design.

CEO Steve Clarke publicly states: “Stationery is the most attractive [category] and has the highest margins…. It is key to our strategy.”

Notably, for WHSmith’s high street stores, stationery revenue has grown year on year and contributed 60 per cent of the stores’ profits from 50 per cent of sales in the year to February 2018, highlighting the profit impact relative to other categories. Clarke adds: “Stationery has continued to be the main beneficiary of space with more stores benefitting from additional space towards the front of store and further range improvements.”

The Reading branch of WHSmith is one to have received a fully refurbished stationery concept and Clarke highlights its subsequent success. “In our Reading store, we have seen a strong performance across stationery and cards with

fashion stationery and Apple accessories proving particularly popular. Our extended art and pen departments have also proven to be very successful… We extended the trial [of the new concept] to a further five stores ... We will closely monitor the results of these additional trial stores and, at the same time, develop a trial for smaller stores.”

In further investments illustrating their focus on this category, WHSmith also acquired online specialist pen retailer CultPens.com in January, describing this as “part of our strategy of growing the stationery category.

CultPens.com will complement both our existing high street stores and whsmith.co.uk stationery ranges and customer offer.”

The high margins discussed by Clarke are also attractive to lifestyle and fashion retailers, with the likes of Oliver Bonas, Anthropologie, & Other Stories, Asos, numerous independent stores and garden centres adding stationery products to their ranges. One-off specialists such as Quill London and Papersmiths appear to be growing in popularity, with Papersmiths expanding to Brighton and a store opening in Chelsea in late September.

So as a stationery brand or retailer, what can you do to take advantage of this apparently buoyant market?

Firstly, a relentless focus on product. Customers’ tastes are evolving, with some trends running for multiple seasons with additions or developments, such as metallic – where rose gold was extremely popular last year, we are now seeing more brass and iridescence as well as over-the-top sparkle and sequins.

Delivering new, innovative products each year and aligning with wider fashion and interiors trends will set you apart from the competition.

Secondly, ensuring that product is backed up with fantastic store experience; this is often an area where independents and small chains can differentiate easily. Schlagman notes: “The shopkeepers that are doing well locally are going above and beyond on service. The human connection in a physical space can give customers the ‘wow factor’ – building an emotional

connection that means they go from liking you to loving you.”

Thirdly, the current market volatility gives opportunities for retailers that are willing to take calculated risks some unprecedented opportunities to test and learn.

Scribbler, for example, has added several stores in 2018, taking advantage of newly vacant shopfronts in prime footfall locations such as Bond Street station and Bishopsgate in London. The opportunities in popup shops remain exciting, with the ‘airbnb of retail space’ Appear Here currently listing over 500 retail spaces in the UK. Finally, retailers should think beyond channels and ensure that their digital and physical offerings are complementary. “As consumers we’re both online and offline – we often research online and buy in store, and vice versa,” explains Schlagman.

“Proactively using online tools such as Facebook advertising or Google’s local search results will make sure you’re discoverable and help engage local customers. The current high street winners are being really proactive about using online channels to drive footfall in store.”

Utilising these techniques along with a focus on the retail fundamentals of product, price and brand and excellent visual merchandising (online and offline) should help smaller retailers and brands set themselves up for success in this creative, dynamic and fast-moving market. I hope to be sharing more of your success stories next year!

Steve Clarke, CEO of WHSmith A U T U M N // W I N T E R 2 0 1 8 4 7

STATIONERY BIZ Alex Schlagman, founder of savethehighstreet.org

THE STATE OF STATIONERY WHSmith travel store

Is stationery a casualty of high street decline? Far from it, says retail analyst REBECCA SAUNDERS in her appraisal of businesses bucking the trend.

4 6 A U T U M N // W I N T E R 2 0 1 8

“COLLAPSE of the high street signals a looming crisis.”

This is merely one of myriad, somewhat hysterical headlines over the last few months describing the death of the British high street and the demise of retail as we know it.

At Stationery Show London 2018, I described some of the underlying data as well as highlighting some stories that point to success in the stationery market, despite this constant reporting of doom and gloom.

The big picture is that growth is broadly flat (non-food like-for-like sales in the three months to June were +0.8 per cent year on year, according to the BRC). Whilst there has been a lot of discussion regarding vacancy rates, which rose through 2017, these are not currently back to the highs experienced in 2013, although there has been some redistribution of retailers away from shopping malls and towards retail parks. With highprofile administrations from the likes of Poundworld and Maplin and now House of Fraser, and CVAs from household names such as Mothercare and ongoing economic uncertainty, it is fair to say that there are challenges

and many retailers are facing tough decisions around costs across the board.

However, in the words of retail expert Steve Dennis: “Physical retail is not dead, boring retail is.” It is far too simplistic to say online retail is “killing” the high street. Yes, customers can now compare prices at the click of a button and they are becoming ever more demanding around experience (through any channel). But digging deeper into the stories behind these struggling or failing retail brands often shows a lack of clear market positioning and insufficient product innovation, as well as historic underinvestment in stores and service.

Alex Schlagman, founder of industry-wide movement SaveTheHigh Street.org, is passionate about supporting retailers’ sustainable success in the face of macro challenges to rents, rates and consumer confidence.

He believes that “we can make sure that businesses are empowered to take advantage of all the current innovation, including opportunities through marketplaces, location-based advertising and use of local influencers getting people into store.”

All of these strategies and more are utilised by some of the current success stories within UK stationery retail. Whilst market performance data is hard to come by, a glance around Britain’s high streets demonstrates that space given over to stationery has been shifting significantly in recent years. Smiggle (see pages 52-53) is continuing with its rapid roll out, having launched over 125 stores since arriving in the UK just five years ago, and other Australian imports Typo and kikki.K are also adding stores and wholesale accounts respectively.

Card Factory has seen non-cards (which includes a significant stationery and gift offering) outperform, with sales up 10 per cent for the year to January 2018.

It is telling that WHSmith, whilst delivering disappointing results overall, is another retailer adding space to stationery and investing in both product and store design.

CEO Steve Clarke publicly states: “Stationery is the most attractive [category] and has the highest margins…. It is key to our strategy.”

Notably, for WHSmith’s high street stores, stationery revenue has grown year on year and contributed 60 per cent of the stores’ profits from 50 per cent of sales in the year to February 2018, highlighting the profit impact relative to other categories. Clarke adds: “Stationery has continued to be the main beneficiary of space with more stores benefitting from additional space towards the front of store and further range improvements.”

The Reading branch of WHSmith is one to have received a fully refurbished stationery concept and Clarke highlights its subsequent success. “In our Reading store, we have seen a strong performance across stationery and cards with

fashion stationery and Apple accessories proving particularly popular. Our extended art and pen departments have also proven to be very successful… We extended the trial [of the new concept] to a further five stores ... We will closely monitor the results of these additional trial stores and, at the same time, develop a trial for smaller stores.”

In further investments illustrating their focus on this category, WHSmith also acquired online specialist pen retailer CultPens.com in January, describing this as “part of our strategy of growing the stationery category.

CultPens.com will complement both our existing high street stores and whsmith.co.uk stationery ranges and customer offer.”

The high margins discussed by Clarke are also attractive to lifestyle and fashion retailers, with the likes of Oliver Bonas, Anthropologie, & Other Stories, Asos, numerous independent stores and garden centres adding stationery products to their ranges. One-off specialists such as Quill London and Papersmiths appear to be growing in popularity, with Papersmiths expanding to Brighton and a store opening in Chelsea in late September.

So as a stationery brand or retailer, what can you do to take advantage of this apparently buoyant market?

Firstly, a relentless focus on product. Customers’ tastes are evolving, with some trends running for multiple seasons with additions or developments, such as metallic – where rose gold was extremely popular last year, we are now seeing more brass and iridescence as well as over-the-top sparkle and sequins.

Delivering new, innovative products each year and aligning with wider fashion and interiors trends will set you apart from the competition.

Secondly, ensuring that product is backed up with fantastic store experience; this is often an area where independents and small chains can differentiate easily. Schlagman notes: “The shopkeepers that are doing well locally are going above and beyond on service. The human connection in a physical space can give customers the ‘wow factor’ – building an emotional

connection that means they go from liking you to loving you.”

Thirdly, the current market volatility gives opportunities for retailers that are willing to take calculated risks some unprecedented opportunities to test and learn.

Scribbler, for example, has added several stores in 2018, taking advantage of newly vacant shopfronts in prime footfall locations such as Bond Street station and Bishopsgate in London. The opportunities in popup shops remain exciting, with the ‘airbnb of retail space’ Appear Here currently listing over 500 retail spaces in the UK. Finally, retailers should think beyond channels and ensure that their digital and physical offerings are complementary. “As consumers we’re both online and offline – we often research online and buy in store, and vice versa,” explains Schlagman.

“Proactively using online tools such as Facebook advertising or Google’s local search results will make sure you’re discoverable and help engage local customers. The current high street winners are being really proactive about using online channels to drive footfall in store.”

Utilising these techniques along with a focus on the retail fundamentals of product, price and brand and excellent visual merchandising (online and offline) should help smaller retailers and brands set themselves up for success in this creative, dynamic and fast-moving market. I hope to be sharing more of your success stories next year!

Steve Clarke, CEO of WHSmith A U T U M N // W I N T E R 2 0 1 8 4 7

2019 SPRING/SUMMER ISSUE Editorial copy date: late February 2019 Publication date: late March 2019 The Spring/Summer issue of Stationery Matters will be sent out at the end of March and will include the Official Show Preview to Stationery Show London. The magazine will go out to more than 6,000 buyers, including all previous visitors to the London and Manchester Stationery Shows, and all advance registrations to date for next year’s Stationery Show London.

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FLAGSHIP STORES: FLYING THE FLAG FOR BRAND IDENTITY 30 UNDER 30 AWARDS: STATIONERY’S NEXT GENERATION C

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SMALL BUSINESS FOCUS: AUSTIN & CO ICONS OF STATIONERY: THE PARKER “51”

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PLAN YOUR VISIT TO MANCHESTER STATIONERY SHOW

S P R I N G // S U M M E R 2 0 1 8 £ 4 . 9 5

IN THE LOOP: THE MODERN CALLIGRAPHY CRAZE

THE POWER OF THE PERSONAL NOTE

CHALLENGING BREXIT

How writing a personal note to a client can build your brand and create long-term customer loyalty

Why the UK is such an attractive market for retailers and producers from other countries

STATIONERY SHOW LONDON

TREND FOCUS: THE DESIGNER DESK

The Official Show Preview: the buyer’s guide to who’s exhibiting what

WORKING WITH BLOGGERS

How to get product in front of your customers via stationery influencers online

LAUNCHPAD LONDON

BOX OF DELIGHTS: THE RISE OF SUBSCRIPTION SERVICES

S P R I N G // S U M M E R 2 0 1 8 £ 4 . 9 5

RETAIL FOCUS: WHY POP UP STORES ARE HERE TO STAY

PROFILE: KRISTINA KARLSSON OF KIKKI.K

CONTENTS

DEPARTMENT STORE FOCUS: EXPERIENTIAL SELLING

PROFILE: LUCY EDMONDS OF QUILL LONDON

PLAN YOUR VISIT TO LONDON STATIONERY SHOW

The finest accessories for a beautifully appointed desk

WHY GO TO TRADE SHOWS? Why attending trade shows is key to retailers gaining a competitive edge

PRODUCT FOCUS: INK The latest go-to inks for letter writing, journaling and more

Special focus on our pick of the most exciting new stationery suppliers and designers

Stationery Matters strives to be diverse and inclusive.We want our editorial to enthuse and inform everyone, everywhere in the UK. So whether you’re a one-man-band independent, one of the major players, or somewhere in between, please send in your news and views to Julia, editor@stationerymatters.news to have your voice and ideas represented.

To 48 AUTUM N //contribute W I N T E R 2 0to 1 8 any of these features please email your copy and images to Julia Faiers: editor@stationerymatters.news

SMALL BUSINESS FOCUS: MOUNT STREET PRINTERS We speak to FRIDETTE CAIN of Mount Street Printers in London.

Describe the history of Mount Street Printers to our readers

In the heart of Mayfair, Mount Street Printers is a family-run independent print shop that has existed for over 36 years. My husband Peter Cain and I founded it when our son Alex was just three years old. Alex is now managing director and he works hand in hand with us to take the Mount Street Printers to another level. He is the next generation!

How would you define what you do at Mount Street Printers?

Our shop is a friendly sanctum with character, offering a cornucopia of choice for those looking for beautiful printing. We offer the discerning client a diverse and complete printing service, which includes bespoke elegant writing papers, creative and unusual invitations, superb full-colour digital brochures and more. We use

time-honoured printing processes such as litho, full colour, die stamping and the skilled art of engraving.

How do the different parts of your business work together?

We have an expert team of designers and print consultants in our shop ready to guide clients through the many options available, all created and produced in-house. After taking the order we follow its journey all the way through production until the finished stationery is delivered to the client.

We expanded to our factory site in Acton two years ago, so that we could offer a more streamlined service to our clients and cope with more orders.

No job is too small or too big for us.

How important are window displays to your store? Do you have any favourites?

Our window displays are very important. We want them to draw attention and bring a smile to the faces of passersby. We like to have fun with our displays, adding colour and bringing print to life through topical themes.

A U T U M N // W I N T E R 2 0 1 8 4 9

2019 SPRING/SUMMER ISSUE Editorial copy date: late February 2019 Publication date: late March 2019 The Spring/Summer issue of Stationery Matters will be sent out at the end of March and will include the Official Show Preview to Stationery Show London. The magazine will go out to more than 6,000 buyers, including all previous visitors to the London and Manchester Stationery Shows, and all advance registrations to date for next year’s Stationery Show London.

Musatrd_Cover.pdf

Musatrd_Cover.pdf

1

1

18/09/2017

18/09/2017

15:05

15:05

A U T U M N // W I N T E R 2 0 1 7 £ 4 . 9 5

FLAGSHIP STORES: FLYING THE FLAG FOR BRAND IDENTITY 30 UNDER 30 AWARDS: STATIONERY’S NEXT GENERATION C

M

SMALL BUSINESS FOCUS: AUSTIN & CO ICONS OF STATIONERY: THE PARKER “51”

Y

C CM MY M

CY

Y

CMY

CM

K

MY

CY

CMY

K

PLAN YOUR VISIT TO MANCHESTER STATIONERY SHOW

S P R I N G // S U M M E R 2 0 1 8 £ 4 . 9 5

IN THE LOOP: THE MODERN CALLIGRAPHY CRAZE

THE POWER OF THE PERSONAL NOTE

CHALLENGING BREXIT

How writing a personal note to a client can build your brand and create long-term customer loyalty

Why the UK is such an attractive market for retailers and producers from other countries

STATIONERY SHOW LONDON

TREND FOCUS: THE DESIGNER DESK

The Official Show Preview: the buyer’s guide to who’s exhibiting what

WORKING WITH BLOGGERS

How to get product in front of your customers via stationery influencers online

LAUNCHPAD LONDON

BOX OF DELIGHTS: THE RISE OF SUBSCRIPTION SERVICES

S P R I N G // S U M M E R 2 0 1 8 £ 4 . 9 5

RETAIL FOCUS: WHY POP UP STORES ARE HERE TO STAY

PROFILE: KRISTINA KARLSSON OF KIKKI.K

CONTENTS

DEPARTMENT STORE FOCUS: EXPERIENTIAL SELLING

PROFILE: LUCY EDMONDS OF QUILL LONDON

PLAN YOUR VISIT TO LONDON STATIONERY SHOW

The finest accessories for a beautifully appointed desk

WHY GO TO TRADE SHOWS? Why attending trade shows is key to retailers gaining a competitive edge

PRODUCT FOCUS: INK The latest go-to inks for letter writing, journaling and more

Special focus on our pick of the most exciting new stationery suppliers and designers

Stationery Matters strives to be diverse and inclusive.We want our editorial to enthuse and inform everyone, everywhere in the UK. So whether you’re a one-man-band independent, one of the major players, or somewhere in between, please send in your news and views to Julia, editor@stationerymatters.news to have your voice and ideas represented.

To 48 AUTUM N //contribute W I N T E R 2 0to 1 8 any of these features please email your copy and images to Julia Faiers: editor@stationerymatters.news

SMALL BUSINESS FOCUS: MOUNT STREET PRINTERS We speak to FRIDETTE CAIN of Mount Street Printers in London.

Describe the history of Mount Street Printers to our readers

In the heart of Mayfair, Mount Street Printers is a family-run independent print shop that has existed for over 36 years. My husband Peter Cain and I founded it when our son Alex was just three years old. Alex is now managing director and he works hand in hand with us to take the Mount Street Printers to another level. He is the next generation!

How would you define what you do at Mount Street Printers?

Our shop is a friendly sanctum with character, offering a cornucopia of choice for those looking for beautiful printing. We offer the discerning client a diverse and complete printing service, which includes bespoke elegant writing papers, creative and unusual invitations, superb full-colour digital brochures and more. We use

time-honoured printing processes such as litho, full colour, die stamping and the skilled art of engraving.

How do the different parts of your business work together?

We have an expert team of designers and print consultants in our shop ready to guide clients through the many options available, all created and produced in-house. After taking the order we follow its journey all the way through production until the finished stationery is delivered to the client.

We expanded to our factory site in Acton two years ago, so that we could offer a more streamlined service to our clients and cope with more orders.

No job is too small or too big for us.

How important are window displays to your store? Do you have any favourites?

Our window displays are very important. We want them to draw attention and bring a smile to the faces of passersby. We like to have fun with our displays, adding colour and bringing print to life through topical themes.

A U T U M N // W I N T E R 2 0 1 8 4 9

STATIONERY BIZ

What’s your philosophy for store layout? Any do’s or don’ts?

Tidiness and colour coordination make the shop ‘user-friendly’ and this is helpful for the buyer. Clever displays whet the appetite of the consumer.

What makes Mount Street Printers unique?

There are very few people offering a truly bespoke printing service with knowledgable staff on hand to talk clients through their printing orders.

Also the availability of such a big variety of printing processes and papers under one roof makes us fairly unique.

Do you have any advice for stationery connoisseurs thinking about starting up either a physical store or online?

It’s not easy, but great fun!

What’s the most rewarding thing about running an independent stationery store?

Our reward is receiving emails from happy clients complimenting us on the printing and our service. It gives us great satisfaction when we are shown pictures of the event we have taken a small part in creating.

What marketing do you do – traditional, or are you fans of social media?

WE LIKE TO HAVE FUN WITH OUR WINDOW DISPLAYS, ADDING COLOUR AND BRINGING PRINT TO LIFE THROUGH TOPICAL THEMES.

5 0 A U T U M N // W I N T E R 2 0 1 8

We rely a lot on recommendation. We do use social media to a certain extent but concentrate on our service and the final outcome of the product we supply.

What are your bestselling stationery ranges or products?

Our correspondence cards and leather notebooks are the bestselling products in the shop. They are fun and make great presents.

Tell us about any personal stationery obsessions.

We coined the phrase “The pen is mightier than the email” and have a large number of followers who subscribe to that sentiment. Perfection in what we create has become something of an obsession for the whole team.

How is Mount Street Printers addressing the challenges facing the UK high street?

As well as offering value for money we are always looking for innovative new products and services to offer our clients. Staying ahead of the game where the printed word is concerned – online or in-house – is key.

How do you think Brexit will make an impact on your business?

We are impartial, however it’s an unknown quantity that’s currently very hard to assess. Hopefully someone with a magic wand will solve all the problems ahead of us and make the transition as painless as possible!

What do you know now that you wish you’d known when you started?

After 36 years in the business we have realised that the adventure has just begun…

A U T U M N // W I N T E R 2 0 1 8 5 1

STATIONERY BIZ

What’s your philosophy for store layout? Any do’s or don’ts?

Tidiness and colour coordination make the shop ‘user-friendly’ and this is helpful for the buyer. Clever displays whet the appetite of the consumer.

What makes Mount Street Printers unique?

There are very few people offering a truly bespoke printing service with knowledgable staff on hand to talk clients through their printing orders.

Also the availability of such a big variety of printing processes and papers under one roof makes us fairly unique.

Do you have any advice for stationery connoisseurs thinking about starting up either a physical store or online?

It’s not easy, but great fun!

What’s the most rewarding thing about running an independent stationery store?

Our reward is receiving emails from happy clients complimenting us on the printing and our service. It gives us great satisfaction when we are shown pictures of the event we have taken a small part in creating.

What marketing do you do – traditional, or are you fans of social media?

WE LIKE TO HAVE FUN WITH OUR WINDOW DISPLAYS, ADDING COLOUR AND BRINGING PRINT TO LIFE THROUGH TOPICAL THEMES.

5 0 A U T U M N // W I N T E R 2 0 1 8

We rely a lot on recommendation. We do use social media to a certain extent but concentrate on our service and the final outcome of the product we supply.

What are your bestselling stationery ranges or products?

Our correspondence cards and leather notebooks are the bestselling products in the shop. They are fun and make great presents.

Tell us about any personal stationery obsessions.

We coined the phrase “The pen is mightier than the email” and have a large number of followers who subscribe to that sentiment. Perfection in what we create has become something of an obsession for the whole team.

How is Mount Street Printers addressing the challenges facing the UK high street?

As well as offering value for money we are always looking for innovative new products and services to offer our clients. Staying ahead of the game where the printed word is concerned – online or in-house – is key.

How do you think Brexit will make an impact on your business?

We are impartial, however it’s an unknown quantity that’s currently very hard to assess. Hopefully someone with a magic wand will solve all the problems ahead of us and make the transition as painless as possible!

What do you know now that you wish you’d known when you started?

After 36 years in the business we have realised that the adventure has just begun…

A U T U M N // W I N T E R 2 0 1 8 5 1

STATIONERY BIZ

Tinc’s Salcombe shop

Smiggle’s new flagship on Oxford Street

Children’s stationery is making a comeback on the high street. Retail expert REBECCA SAUNDERS explains why sales are soaring in this growing sector

5 2 A U T U M N // W I N T E R 2 0 1 8

CHILD’S PLAY: THE MARKET FOR KIDS’ STATIONERY AS I write this, it’s the first week of the school holidays and day 34 of the summer heatwave. Oxford Street is the quietest I’ve seen in years, yet the newly opened two-storey Smiggle flagship is filled with the heady fragrance of scented rubbers and buzzes with the sound of its 6- to 12year-old female clientele.

Smiggle – “where a smile meets a giggle” – is an Australian retailer of kids’ stationery which launched 15 years ago and now operates in five countries. It has grown at an unprecedented rate in the UK. Having first opened here in 2014, there are now over 125 of these slightly overwhelming temples to bright, glittery stationery in high streets across the country. There are stated plans to grow to 200 stores by 2020, which could represent well over £100m in sales.

British brand Tinc appeals to a similar market, billing itself as “a colourful, creative world of extraordinary stationery, gadgets, clothing and accessories.” With 11 standalone stores and distribution through John Lewis, the brand recently signed a deal with Morrisons to give it nationwide coverage across 330 stores, as well as expanding internationally.

Tinc continues to reach new customers

through pop ups (currently outside John Lewis in Canary Wharf) and a “Tinc on Tour” van.

Managing director Alison Holmes explains Tinc’s success: “The children’s stationery market has undergone a product transformation over the last few years, with exciting, colourful, unique products making stationery a desirable and affordable purchase for children. Pens, pencil cases, and even backpacks have all seen huge steps in product innovation, in terms of design, material and personality, that allows children to engage with the product more.” She believes there is a continued opportunity to outperform versus the rest of the high street, stating “the children’s stationery market appears to be holding up reasonably well compared to the current difficult times in retail.”

As someone who spent a lot of pocket money on pens, folders and pencil cases, it’s with excitement that I see children’s stationery making a comeback on the high street.

Hopefully this heralds a new era in which parents are mindful around their children’s screen time and choose to introduce imaginative activities to their children, benefiting creativity and confidence alike.

Mel Taylor, founder of awardwinning children’s creative writing workshops Little Star Writing, explains that her workshops “focus on boosting confidence, encouraging original thoughts and freedom of expression, and where we see the most reluctant of writers eager to share their writing and coming back week after week.”

It is easy to dismiss funky pens and notebooks as a bit of fun, yet the role stationery can play in promoting creativity and a love of writing is a serious one. A stationery lover herself, Taylor continues: “I encourage children to bring their own pens and pencils, share them with the class and write in any way they choose. They can doodle, add stickers to their work, use different colours for different paragraphs and experiment in whichever way brings them the most enjoyment.”

Chris Leonard-Morgan, stationery enthusiast and founder of the London Stationery Show, agrees that enjoyment and creativity are important drivers of sales, stating that “children’s natural desire to express and discover themselves on paper will always underpin the market.”

Freedom from constraints of school can also help promote this emotional connection with drawing and writing.

Taylor highlights “there’s a real sense of achievement when children receive their pen licenses at school, but when we allow children to write, draw, colour, plan and doodle with any pen, pencil or crayon… the excitement is plain to see. They take pride in how their work looks, they put more effort in, they feel more creative and enjoy the process of putting pen to paper more than they normally would.”

This illustrates the breadth of

Tinc’s rocket range of stationery

range that a retailer can put together, encompassing co-ordinating items across writing implements, desk accessories, stickers and backpacks – fantastically giftable items at accessible price points.

At Tinc, “bestselling product categories are our Pick and Mix pens and pencils, water bottles, gift sets and gadgets” says Holmes.

General stationery retailers also have assortments that appeal to this younger age group, spanning Paperchase’s unicorns, WHSmith’s range by social media influencer Zoella and the ubiquitous glitter at Typo. Leonard-Morgan continues: “Innovative and fashionable products like Papier’s Disney collaboration and Smiggle’s pencil cases help put real fun and excitement into the category.”

Fun and excitement are also important for delivering the right store

MANY RETAILERS AIMED AT GROWNUP CUSTOMERS COULD LEARN FROM SUCCESSFUL BRANDS SUCH AS SMIGGLE... experience for these discerning young customers. Making the physical shop environment appealing to children enables them to touch and try the products, spend longer in the store and have some fun on a shopping trip.

Observing the array of products and the excited customers from Smiggle’s rainbow-coloured staircase, I see a colouring table strewn with pens and half-finished drawings. Providing this kind of experience encourages children to pressure parents to stay longer, increase basket size and return more frequently. This is not only fun and interesting to see on the shop floor, it is also a shrewd business strategy. Many retailers aimed at grown-up customers could learn from successful brands such as Smiggle and Tinc as they explore what a modern customer experience means in today’s high street environment.

The colouring table at Smiggle’s new flagship on Oxford Street

A U T U M N // W I N T E R 2 0 1 8 5 3

STATIONERY BIZ

Tinc’s Salcombe shop

Smiggle’s new flagship on Oxford Street

Children’s stationery is making a comeback on the high street. Retail expert REBECCA SAUNDERS explains why sales are soaring in this growing sector

5 2 A U T U M N // W I N T E R 2 0 1 8

CHILD’S PLAY: THE MARKET FOR KIDS’ STATIONERY AS I write this, it’s the first week of the school holidays and day 34 of the summer heatwave. Oxford Street is the quietest I’ve seen in years, yet the newly opened two-storey Smiggle flagship is filled with the heady fragrance of scented rubbers and buzzes with the sound of its 6- to 12year-old female clientele.

Smiggle – “where a smile meets a giggle” – is an Australian retailer of kids’ stationery which launched 15 years ago and now operates in five countries. It has grown at an unprecedented rate in the UK. Having first opened here in 2014, there are now over 125 of these slightly overwhelming temples to bright, glittery stationery in high streets across the country. There are stated plans to grow to 200 stores by 2020, which could represent well over £100m in sales.

British brand Tinc appeals to a similar market, billing itself as “a colourful, creative world of extraordinary stationery, gadgets, clothing and accessories.” With 11 standalone stores and distribution through John Lewis, the brand recently signed a deal with Morrisons to give it nationwide coverage across 330 stores, as well as expanding internationally.

Tinc continues to reach new customers

through pop ups (currently outside John Lewis in Canary Wharf) and a “Tinc on Tour” van.

Managing director Alison Holmes explains Tinc’s success: “The children’s stationery market has undergone a product transformation over the last few years, with exciting, colourful, unique products making stationery a desirable and affordable purchase for children. Pens, pencil cases, and even backpacks have all seen huge steps in product innovation, in terms of design, material and personality, that allows children to engage with the product more.” She believes there is a continued opportunity to outperform versus the rest of the high street, stating “the children’s stationery market appears to be holding up reasonably well compared to the current difficult times in retail.”

As someone who spent a lot of pocket money on pens, folders and pencil cases, it’s with excitement that I see children’s stationery making a comeback on the high street.

Hopefully this heralds a new era in which parents are mindful around their children’s screen time and choose to introduce imaginative activities to their children, benefiting creativity and confidence alike.

Mel Taylor, founder of awardwinning children’s creative writing workshops Little Star Writing, explains that her workshops “focus on boosting confidence, encouraging original thoughts and freedom of expression, and where we see the most reluctant of writers eager to share their writing and coming back week after week.”

It is easy to dismiss funky pens and notebooks as a bit of fun, yet the role stationery can play in promoting creativity and a love of writing is a serious one. A stationery lover herself, Taylor continues: “I encourage children to bring their own pens and pencils, share them with the class and write in any way they choose. They can doodle, add stickers to their work, use different colours for different paragraphs and experiment in whichever way brings them the most enjoyment.”

Chris Leonard-Morgan, stationery enthusiast and founder of the London Stationery Show, agrees that enjoyment and creativity are important drivers of sales, stating that “children’s natural desire to express and discover themselves on paper will always underpin the market.”

Freedom from constraints of school can also help promote this emotional connection with drawing and writing.

Taylor highlights “there’s a real sense of achievement when children receive their pen licenses at school, but when we allow children to write, draw, colour, plan and doodle with any pen, pencil or crayon… the excitement is plain to see. They take pride in how their work looks, they put more effort in, they feel more creative and enjoy the process of putting pen to paper more than they normally would.”

This illustrates the breadth of

Tinc’s rocket range of stationery

range that a retailer can put together, encompassing co-ordinating items across writing implements, desk accessories, stickers and backpacks – fantastically giftable items at accessible price points.

At Tinc, “bestselling product categories are our Pick and Mix pens and pencils, water bottles, gift sets and gadgets” says Holmes.

General stationery retailers also have assortments that appeal to this younger age group, spanning Paperchase’s unicorns, WHSmith’s range by social media influencer Zoella and the ubiquitous glitter at Typo. Leonard-Morgan continues: “Innovative and fashionable products like Papier’s Disney collaboration and Smiggle’s pencil cases help put real fun and excitement into the category.”

Fun and excitement are also important for delivering the right store

MANY RETAILERS AIMED AT GROWNUP CUSTOMERS COULD LEARN FROM SUCCESSFUL BRANDS SUCH AS SMIGGLE... experience for these discerning young customers. Making the physical shop environment appealing to children enables them to touch and try the products, spend longer in the store and have some fun on a shopping trip.

Observing the array of products and the excited customers from Smiggle’s rainbow-coloured staircase, I see a colouring table strewn with pens and half-finished drawings. Providing this kind of experience encourages children to pressure parents to stay longer, increase basket size and return more frequently. This is not only fun and interesting to see on the shop floor, it is also a shrewd business strategy. Many retailers aimed at grown-up customers could learn from successful brands such as Smiggle and Tinc as they explore what a modern customer experience means in today’s high street environment.

The colouring table at Smiggle’s new flagship on Oxford Street

A U T U M N // W I N T E R 2 0 1 8 5 3

STATIONERY BIZ

THE LAST WORD Taymoor Atighetchi, founder and CEO of Papier How did Papier start, and how has it grown?

I founded Papier in May 2015 and launched the website in August 2015.

The concept for Papier as a site where users can order personalised, design-led invitations and greeting cards came from a lack of choice in the marketplace. I felt that there was an opportunity to focus on quality, both in terms of design and materials, without compromising on speed of delivery or the shopping experience. Papier has grown in its product offering since then and we now offer custom stationery, including notebooks and diaries, as well as a personalised kids’ book and most recently, photobooks. The number of designers we now work with has also increased to over 40 partners, ranging from independent artists and illustrators to fashion brands and iconic institutions. We are also now operational in the USA and Australia, and have launched French and German sites – 2018 has been an exciting year so far.

5 4 A U T U M N // W I N T E R 2 0 1 8

OUR OFFERING IS DIVERSE BUT ALWAYS WITH STRONG DESIGN CREDENTIALS.

Tell us how you’re using digital tools to sell paper products.

Technology enables us to deliver a bestin-class ecommerce experience where people are able to easily create beautiful stationery via our website or app. On our app you can order a personalised birthday card in three steps and have it delivered the next day, and our website lets you easily create beautiful wedding invitations or personal stationery without having to go through a traditional and expensive stationer.

Who’s your core customer and why do they love Papier?

Papier is used at 1 in 25 British weddings – so a large proportion of our customers are brides and groomsto-be between the ages of 25 and 40. However, the majority of our customers are women – over 80 per cent. With our newest collaboration with Henry Holland we’re definitely looking at a younger, millennial audience, and as our personalised kids’ book is a popular gift for little ones, we see an older customer buying these for their grandchildren or nieces and nephews. It’s a cliché but our breadth of products, designers and content means that I think anyone who loves beautiful design can be a Papier customer.

Your portfolio of artist and designer collaborators is diverse and continues to grow. How would you describe the Papier ‘look’?

We do have our own Papier designs on our site, created by our talented design team, but the Papier look isn’t specific.

We try to offer a curated collection of products which appeals across the board from bright slogans by Henry Holland to beautiful watercolours

by Emma Block – our offering is diverse but always with strong design credentials. The simplicity of the brand aesthetic lets the designs come to the fore, so our website is pretty pared back and our brand colours are quite simple.

What are your plans for Papier for the next 12 months?

We have more product development in the pipeline to expand on our photobook offering as well as establishing ourselves firmly in the USA. Any embarrassing stationery crushes?

I definitely have a list of designers I would love to collaborate with, including the likes of Erdem, Rodarte and Tory Burch. But I would also love to hear of someone like Stormzy using our stationery!

STATIONERY BIZ

THE LAST WORD Taymoor Atighetchi, founder and CEO of Papier How did Papier start, and how has it grown?

I founded Papier in May 2015 and launched the website in August 2015.

The concept for Papier as a site where users can order personalised, design-led invitations and greeting cards came from a lack of choice in the marketplace. I felt that there was an opportunity to focus on quality, both in terms of design and materials, without compromising on speed of delivery or the shopping experience. Papier has grown in its product offering since then and we now offer custom stationery, including notebooks and diaries, as well as a personalised kids’ book and most recently, photobooks. The number of designers we now work with has also increased to over 40 partners, ranging from independent artists and illustrators to fashion brands and iconic institutions. We are also now operational in the USA and Australia, and have launched French and German sites – 2018 has been an exciting year so far.

5 4 A U T U M N // W I N T E R 2 0 1 8

OUR OFFERING IS DIVERSE BUT ALWAYS WITH STRONG DESIGN CREDENTIALS.

Tell us how you’re using digital tools to sell paper products.

Technology enables us to deliver a bestin-class ecommerce experience where people are able to easily create beautiful stationery via our website or app. On our app you can order a personalised birthday card in three steps and have it delivered the next day, and our website lets you easily create beautiful wedding invitations or personal stationery without having to go through a traditional and expensive stationer.

Who’s your core customer and why do they love Papier?

Papier is used at 1 in 25 British weddings – so a large proportion of our customers are brides and groomsto-be between the ages of 25 and 40. However, the majority of our customers are women – over 80 per cent. With our newest collaboration with Henry Holland we’re definitely looking at a younger, millennial audience, and as our personalised kids’ book is a popular gift for little ones, we see an older customer buying these for their grandchildren or nieces and nephews. It’s a cliché but our breadth of products, designers and content means that I think anyone who loves beautiful design can be a Papier customer.

Your portfolio of artist and designer collaborators is diverse and continues to grow. How would you describe the Papier ‘look’?

We do have our own Papier designs on our site, created by our talented design team, but the Papier look isn’t specific.

We try to offer a curated collection of products which appeals across the board from bright slogans by Henry Holland to beautiful watercolours

by Emma Block – our offering is diverse but always with strong design credentials. The simplicity of the brand aesthetic lets the designs come to the fore, so our website is pretty pared back and our brand colours are quite simple.

What are your plans for Papier for the next 12 months?

We have more product development in the pipeline to expand on our photobook offering as well as establishing ourselves firmly in the USA. Any embarrassing stationery crushes?

I definitely have a list of designers I would love to collaborate with, including the likes of Erdem, Rodarte and Tory Burch. But I would also love to hear of someone like Stormzy using our stationery!

. s e d a f r e v e n My Because I can.

n o i s pas

Whatever your passion is – show it on your textiles too, with edding textile pens: • 20 brilliant colours • washproof up to 60°C So, what’s your next idea?

www.edding.com/creating-and-decorating/