With this being the 10th anniversary PG Live (June 5-6 at London’s BDC), PG Buzz turned back the clock and asked Rachel Hare, md of publishing company Belly Button Designs of her memories of the first show, her company’s last decade as well as planned launches for this year’s show.
In the beginning: “I can remember the first show very clearly as I ran out of time putting the cards on the stand! I was on my own and PG’s lovely Angie Bryant stepped in to help me stick them on the wall with me. There was a real feeling of excitement for something new that was happening too.”
The evolution: “The early shows were about testing the waters, so we tried everything, but have now settled on the fact that customers really come to see something new so we always have a strong new launch planned around PG. No gimmicks or discounts, just strong product.”
Belly Button’s decade: ”Belly Button has changed a lot over the last 10 years. We have two businesses now, Bubble for giftware and Belly Button Designs for our cards – and we show both at PG Live.
Our brand look has evolved and I have really pushed design, so we have seen a growth in sales and our customer base in the independent sector, key accounts and multiples.
Our export sales are also in growth. We have passed through a period of change and restructure in the business to allow for the growth and seen the benefits in all areas.”
The industry’s biggest changes: “The biggest changes have been the challenges for the high street independents (the core of our business) and of course internet shopping.
Design has also moved on incredibly across the industry as trends/looks filter down more easily now and are far more accessible. The bar is raised higher and higher, driving the quality up and keeping greeting card design relevant to a contemporary, image-saturated market.
Digital printing and an increased awareness of process and accessibility to the industry for small publishers all contribute to a vibrant environment.”
At this year’s show: “I will be launching a brand new collection of Coco designs under my own brand Rachel Hare. This will see the range expand to include occasions and age cards. We are also going to launch an exclusive Bubble CoCo range of bags and stationery too. CoCo has been our ‘stand out’ collection this year and is so current with its imagery and colour palette. The aim at the show is to make an impact.”
