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Marketing Milestones
Birthday Times As a child, birthday bumps are great fun - not necessarily for the kid being bumped, but all their mates have a whale of a time giving the so-called treat! With ‘elf ’n’ safety rules kicking in these days - and bad backs for those of a certain age! - bumps may not be the order of the day at PG Live, but there are plenty of publishers who deserve them as they mark their milestones. PG blows out the candles with just some of the exhibitors who will be celebrating big birthdays at the show.
10 Years: Coasting along Jessica Hogarth is not only looking to celebrate her 10-year milestone as a publisher, but July will mark the second birthday since opening her own shop.
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llustrator and surface pattern designer, Jess launched her card business at the British Craft Trade Fair with her coastal upbringing in Robin Hood’s Bay being the focal point of her first product range – and the seaside and her Yorkshire heritage are still popular themes in her work today. Now working with partner Phil Hammill, life has been full on since opening a gift shop in their home village, and her licensing work is also coming on apace, so some form of work-life balance is a goal in her anniversary year. “Things have been so hectic,” Jess said, “we don’t get much downtime. I used to love how busy and full on my life was pre-Covid but the lockdowns have made me appreciate a slower pace of life and we’re trying to get the businesses as Top: PG Live will be the icing on the cake for some companies marking their anniversaries. Above right: Robin’s Hood Bay is the perfect setting for Jess’ cute shop. Right: Jess Hogarth in Liberty with one of her Christmas designs.
a whole into a position that allows us some time out too! “I am just very grateful that people are still supporting me and my work after 10 years. We’ll tie all the celebrations in together for the shop anniversary weekend over July 31 - I need to start thinking about it really!”
When considering the biggest changes in the trade since she started her publishing business, Jess cites “the development of more platforms such as Thortful and Scribbler printing on demand and selling direct to customer has been one definite change and the shift to buying more online generally has really changed the way some of us do business. I wouldn’t have dreamed of creating greeting cards with the sole purpose of selling them online 10 years ago, but now that is definitely something I consider when thinking of new designs.” As for a highlight of the last decade, Jess opts for “having my Christmas cards for sale in Liberty of London. I’m delighted to be supplying them again this year. The shop is iconic and, while it’s exciting to walk into any shop and see my cards on sale there, this felt particularly special.” PG Live Stand 168 PROGRESSIVE GREETINGS WORLDWIDE
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