ON THE CARDS

from Progressive Greetings July 2023

by Max Publishing: Print, Digital Media + Events (London)

WE’RE HIRING!

“Are you ready, are you ready for love?” sang out Sir Elton John and Jacob Lusk, but they were not alone as the huge crowd at Glastonbury as well as millions of us sofa festival goers all joined in with harmonious solidarity. The whole set was overwhelmingly emotional, winning over the hearts, minds and souls of the nation who all submitted to the sheer joy of it all.

There have been several other examples of this within our industry in the last few weeks. First up was Progressive Greetings Live. As a co-founder and owner of the show, I fully admit a vested interest, but just as in every year since its inception 15 years ago, Jim and I still had sleepless nights and stressful months leading up to it, worrying if people would come, if our lovely exhibitors’ efforts on the product front would hit the spot, that it would be enjoyable and fruitful for business.

While nothing can be perfect for everyone, it really was a very special two days. I loved every second of it, seeing retailers and overseas distributors lapping up all the newness on the stands, as well as hearing the animated banter in the aisles, at The Retas/Greats Champagne Reception, in the lunchroom and of course at the Opening Night Party. It really did bring out the best in the crucial elements of our wondrous industryits people, its products, its retailers and its suppliers.

This sense of togetherness, being more than the sum of its parts came to the fore again at the Cardgains Lookout London Charity Challenge, which saw 50 members of the greeting card community undertake a 25 mile route around the capital, raising over £42,000 (and counting) for Motor Neurone Disease Association, in memory of our dear friend David Hicks, the founder of Really Good and Soul, who died last year.

The whole event, led by House of Cards’ Miles Robinson, was superb. In a master stroke, Cardgains sent out an open invitation for anyone in the industry to participate, not confining it to the buying group’s official suppliers and retail members, which widened the circle. No doubt the personal connection to David gave the fundraising extra impetus seeing the initial £25,000 target being totally smashed out of the water with an astonishing £42,000 having been raised as PG went to press, with extra coffers to come from The Retas charity raffle.

And more industry love was to come a few days after the walk, as Pride in London saw some 50 members of the greeting card community join together under the GCA banner as official marchers, all wearing t shirts with the slogan ‘send a card with pride’, with the 10,000 free greeting cards that the walkers were handing out to the crowds all being enthusiastically received, so much so that the great card stash ran out before the end of the march. This is great reassurance of how our products are so cherished, something that the GCA will be tapping into with its exciting PR and marketing campaign to stoke up Christmas card sending this year. All we now need is for Sir Elton to write us a special Christmas hit single… what about ‘Don’t let the sun go down on you before you’ve written your Christmas cards’?!