13 minute read
Focus on Diversity and Inclusion
Focus on... diversity & inclusion
All inclusive
Below: Creeping Thyme from Peartree Heybridge was developed with diversity in mind.
Someone who looks like me and reflects my life should not be the biggest ask of anyone scanning a greeting card display, but there has been something of a wake-up call among publishers and retailers to provide a selection of designs that celebrate diversity and inclusion.
With the search now on for the contenders in the Best Diversity & Inclusion Range in The Henries 2022 greeting card awards, PG delves deeper into some of the publishing developments on this important issue.
It needed to, but ground has most definitely been gained on the diversity and inclusion front in the greeting card sector. There have been some major initiatives, most notable of which being the Sainsburys x GCA Design A Card For Black History Month project, which attracted 1,000 entries and resulted in a dedicated range going on sale in 107 of the supermarket’s stores, but arguably the most progress has been in the engagement, discussion and as a result better understanding of where we as a sector have been falling short. Of course, there is still much to do, but with significant retailers, from Card Factory to WHSmith, Scribbler to Moonpig, all committed to better reflecting society, and mainstay publishers through to niche players all keen that their card designs are relevant to all, progress will continue to be made.
Diversity and inclusion is not only about skin colour, hair type, Mr & Mr, or acknowledging a father figure - as Helen Barker states, she started her greeting card company Cake And Crayons a year ago because her little girl wanted to see others wearing an eye patch and glasses just like she does.
Helen said: “When we see ourselves represented in pictures, we feel celebrated and greeting cards are all about celebration! So, I was surprised when I couldn’t see many cards representing disabilities, family set-ups, gender roles and multi-racial families.”
To her mind: “Businesses have become more accountable to their customers but you can't just talk about inclusion, you have to be intentional and committed to being diverse; everyone has a role to play. This isn’t just about selling cards, it’s about making a positive difference!”
Not before time, last year saw the inaugural Best Diversity & Inclusion Range category introduced into The Henries Awards, sponsored and wholeheartedly supported by the GCA with the finalists collectively celebrating a breadth of difference that should be recognised on greeting cards just as they should in other aspects of life. In the Cath Tate Cartoons range people using wheelchairs and walking aids show humour isn’t just for the able-bodied, while Lottie Simpson’s Hello Family range covers many different relations, Embrace (Race) from Emotional Rescue and AfroTouch Design’s Live In Colour Collection featured numerous religions and ethnicities, while the princesses in Kitsch Noir’s Family And Friends Collection definitely aren’t the white, simpering, constantly fainting variety.
The first-time winner of the category was The Art File, with its Fierce & Fabulous collection celebrating female empowerment across a broad spectrum of ethnic and cultural diversity. Beth Kemp, the inhouse designer who
created F&F, wanted to encapsulate positivity and evoke a smile: “It’s all about embracing imperfection, owning our identities, and celebrating diversity and what it means to be female in today’s society.”
Now, in response to customer requests for a male counterpart for F&F is You The Man, which also honours diversity and inclusivity at its core and captures a variety of identities in a fashion-forward yet relatable design style.
Right: Fiercely fashion-forward at The Art File. Below right: Diversity is part of Jolly Awesome’s brand. Below left: Celebrating all mums with Cake And Crayons.
Focus on... diversity & inclusion
At Jolly Awesome, founder Matt Nguyen has used his personal experience of being British-Vietnamese to make sure everyone is catered for: “There’s almost no one in mainstream media or entertainment that looks like me. I decided to use my publishing experience to create a platform that championed diversity and inclusivity, while celebrating my love of illustration and good design.
“Both Jolly Awesome and our sister company Paperboy welcome and represent talent no matter their gender, race or religion or preference and we have since been joined by an amazing family of talented international creatives. Illustrators from Thailand, Nigeria, Hong Kong, Indonesia, Poland, Malaysia, Brazil, Spain, Japan, Germany - the list goes on.”
Laura Niles is another publisher who is making sure her eponymous card business has the broadest reach:
“I feel it's so important to have cards everyone can relate and connect too,” said Laura. “The Black Lives Matter campaign really set us talking about diversity and inclusivity. I had many conversations and listened to my friends and strangers with their heart-breaking stories which helped me open my eyes to being more diverse and inclusive no matter your size, shape, colour or sexuality, everyone should feel represented.”
Among her stockists is Diverse, in Brixton, owned by Anita Thorpe. Laura added: “The world needs more people like Anita. She empowers and nurtures new creatives bringing diversity to the High Street. We were chatting recently about the frustrations she had with people not being authentically diverse, it takes more than a change of colour of skin to be diverse, it's in the details, the different shapes of people’s features, attention to hair, cultures and lifestyles that will truly bring diversity and inclusivity to a brand, and not half-heartedly doing it to tick a box, but actually feel passionate about the subject and making a change.”
Above: Diverse’s owner Anita Thorpe champions diversity. Left: Laura is filling a niche.
Cultural fusion at UKG
As part of its commitment to diversity and inclusion, UK Greetings has recently collaborated with Eastern Print Studio as well as with AfroTouch Design to bring traditional and colourful patterns influenced by religious and cultural events from the East as well as an authentic fusion of West African and western cultures into its greeting card portfolio.
The Eastern Print Studio is a cultural design-led card brand rooted in the desire to reflect Eastern design styles rich in heritage, textiles, and cultural traditions. The collections are inspired by traditional and colourful patterns from the East, often tailored to religious and key cultural events and celebrated in Western society today. AfroTouch Design is a significant new collaboration for UKG’s Kindred brand and Georgina Fihosy, the creative force behind the collection, explains she formed the company back in 2016 mainly out of frustration around the lack of representation in the greeting cards industry. “Giving a greeting card or gift on any occasion is about spreading love and drawing a smile, giving an AfroTouch Design product does just that, plus so much more,” Georgina explained of her designs which feature African fabric. “It gives you a glimpse of the fusion of West African and western cultures and promotes the beauty of West Africa in both a unique and memorable way.”
The collaboration with UK Greetings, is all part of Georgina’s “mission to ensure that Black culture is equally reflected within the greeting card and gift industry”.
Having reached the finalists in the inaugural Best Diversity & Inclusion Range category in The Henries 2021 Awards, AfroTouch Design is also reintroducing its African fabric-finished Father’s Day collection, of 10 beautifully culturally reflective cards which are available in three different colourways.
Above and left: Cultural expansion at UKG. Below: Georgina Fihosy.
Focus on... diversity & inclusion
Sense of pride
“Licensed brands are really starting to support the diversity movement and this is in line with retailer and consumer demands so, wherever possible, we are growing our offering in this area”, says Daniel Prince, md of Danilo. “We are increasingly designing cards for top brands that promote this positive message including captions such as Mr & Mr and Mrs & Mrs as well as for popular event Pride.” And there has been more licensing action for the gay community from Cardology. Recognising there’s a superhero inside everyone, Cardology was delighted to work on a new range of officially-licensed DC Comics cards, featuring well-loved LGBTQ+ characters. Making its debut in the Gay Pride Shop, Manchester, the range is designed to appeal to the superhero in all of us. As Jason Guy, the director of Gay Pride Shop, says: “This amazing range of LGBTQ+ specific cards featuring the DC Comics characters have been a huge hit with our customers.”
Timed to coincide with the publication of the DC Pride hardback book in June, this range is more than just adding a rainbow to an existing image. They feature LGBTQ characters Poison Ivy and Harley Quinn, alongside fan favourites Nightwing and Superman.
The range will be on Cardology’s stand at Progressive Greetings Live (June 7-8).
Rush Design has always embraced a diverse range of captions for its greeting cards, often led by customer demand, with the additional of gay wedding cards to the collection which are selling very well. Founder Lorraine Bradley confirmed: “When we launch our new Wedding & Anniversary collection at PG Live this year, we will definitely be including new gay wedding cards along with non-binary wedding and anniversary cards too.” Meanwhile, Dandelion Stationery’s inclusion range is really stepping out, not only featuring designs which cater for LGBTQ+ community and all skin tones, but even for those who are fans of Crocs!
Top left: Among Danilo’s licensed offering. Top right: Everyone’s a superhero at Cardology. Above: Weddings for all at Rush Design Left: Say how you feel with Dandelion.
Listen to your feelings
Left: Lisa shows off her designs.
Coming from a Caribbean background, In Ya Feelings co-founder Lisa Scarlett was determined to bring their warm and vibrant memories to the fore, and that’s what led to setting up the family-run business with her two daughters and a friend, creating all designs between them.
Lisa said: “Celebrating special moments and milestones with friends and family is the norm. Sharing a little food and rum together, gift-giving, and sending cards. Just spreading a little joy and happiness along the way.
“We struggled to find cards that could help us do that - cards we could relate to, offering a positive and humorous representation of our culture, but were still current and fresh and diverse enough that they could cater to all age groups, without feeling dated. Cards that looked like us and talked to us.
“We decided to change that. In January 2021 myself and my daughters put pen to paper and began planning, and that’s when In Ya Feelings was born.”
Bridging the gap
The Black Card Company is an online marketplace for diverse greeting cards. Instigated by three publishers - Cinnamon & Brown, StreetGreets and Colourshot - the sites features designs from over 50 black owned brands.
“We are Streetgreets - colourful cards that celebrate the culture!” so say the
Above: Straight-talking at Streetgreets.
Streetgreets team of Siobhan Wauchope and Naomi Nicholas, who established the online card and gift brand in 2017 to champion BlackBritish and popular culture.
Using words and phrases often said by many, but not accessible on the High Street, they aim to change that with their straighttalking and colourful designs, Streetgreets is for everyone who can relate to the language!
The girls’ personal fave is Big Man Ting, which is readily available from major online retailers such as Moonpig, Thortful and Jamii - and two of their cards, Mi Luv Yuh Like and Bruv Happy Birthday Innit, were among the winners of the GCA x Sainsbury’s Black History Month competition last year.
Siobhan and Naomi added: “We’re elated that Streetgreets has resonated so well, thus being able to bridge the gap for cultural representation in the UK.”
Above: Streetgreets’ Siobhan Wauchope and Naomi Nicholas also work with The Black Card Company.
Spreading Sunshine
Sunshine Llama founder Lucy Nicholson is keen to support up-and-coming artists so has been working with emerging graphic designer Beth Free as one of the first collaborations for the new brand. Though a lot of her personal work is tailored towards a female audience, Beth was keen to change things ups and design something celebrating diversity, so they collaborated on a LGBTQ+ collection covering a broad range of occasions. “We're particularly fond of the Homo Owners card,” Lucy said, “we just love the simplicity of the design with the rainbow stained-glass window. It's the most popular design in the range for us right now with our trade customers. Beth most enjoyed designing the Birthday Queen drag card though, because, in her own words, the featured character is ‘just so sassy and fabulous’!”
Above: Simplicity and celebs at Sunshine Llama.
Bubbling up
Inclusivity is on the cards with new card and stationery publisher Saffron Bubbles, which launched in autumn 2021.
Needing a Muslim sympathy card and discovering the lack of availability in UK stores and online, owner Jo Groeneveld decided to expand the range and become more multicultural, and now offers a wide selection of sustainable greeting cards and stationery.
Saffron Bubbles recently featured at the London Muslim Shopping Festival where its cards for Ramadan and Eid, as well as a Mother’s Day card with a saying from the Hadith, proved to be extremely popular. Other products include Eid gift wrap with matching gift tags and the Salaam Collection which donates proceeds to the Afghanaid charity.
Above: Saffron Bubbles’ language of diversity. Focus on... diversity & inclusion
l “When I first drew an angel with a crown in her afro hair, brown skin, day-dreaming and Christian background, I knew it represented me!” explained My Authentic Self founder Heather Ellis.
“The angel became my logo and was the start of My Authentic Self, greeting cards for people of many shades from the African, Caribbean, diverse and mixed heritage community.
Right: Heather’s designs are inspired by children and animals
l Natis Creations’ founder Fatima Bonnah was inspired to start her company “due to the lack of greeting cards that reflected and represented black and brown people. I found it almost impossible to find positive and representative images on cards of black men in my family, so I decided to create a range of cards for black and brown family members.
I believe it’s for this that our current best seller features an illustration of a black male with headphones on, with the word King written on and incorporating Kente African print, which is also known as the cloth of kings, on the headphones. I hope those who receive this card see a positive image of themselves and their importance in the community.”
Above: Fatima with her top-selling cards.
l Deadpan Cards has ensured it includes diversity designs within its general ranges.
“With our cards for gay people,” co-owner Nick Padmore said, “we've just tried to do our usual thing but for a massively underserved audience. There aren't anywhere near enough cards for coming out, so we wanted to add our own little contribution.”
