Belly Button Reveals Its Largest Ever Product Investment

Belly Button Designs is all set to make 2020 a landmark year for the company, starting the celebrations for its milestone 25th anniversary year with a complete overhaul of its giftware arm.

Representing its biggest ever investment in product Belly Button Designs has totally revamped its giftware arm, encompassing a change in its branding, product design and pricing across all of its 100+ giftwrappings, stationery, homewares and gifts products.

Above: Rachel Hare, founder and creative driver of Belly Button Designs is also president of the GCA.
Above: Rachel Hare, founder and creative driver of Belly Button Designs is also president of the GCA.

Seen for the first time altogether at Top Drawer this week, the revamped giftware arm, which was formerly known under the Bubble brand, is now aligned with the main Belly Button Designs greeting card livery.

Above: The Belly Button logo now appears on its giftware as well as its cards.
Above: The Belly Button logo now appears on its giftware as well as its cards.

“When we launched Bubble three years ago we gave it a separate brand as we wanted to stress how serious we were about giftwrappings and giftware,” explains founder Rachel Hare. “What we are now doing is bringing the recognition and strength we’ve established with our cards to the relaunch of our giftware which will see brand new ranges, designs, styles and products at an attractive price. The giftware collection is full of newness and a fresh beginning for our giftware arm of the business,” she adds.

Above: The new Bee collection from Belly Button has been hugely popular.
Above: The new Bee collection from Belly Button has been hugely popular.

The new giftware portfolio spans some 105 products, including 57 giftbags, 16 rollwraps, four flat wraps, 12 mug and 16 notebooks (across three formats).

Above: Belly Button’s sales manager Michelle Hindle (centre) on the company’s Top Drawer stand with (right) Neilly Henderson and Judie Green of Strawberry House Interiors, Castle Donington.
Above: Belly Button’s sales manager Michelle Hindle (centre) on the company’s Top Drawer stand with (left) Neilly Henderson and Judie Green of Strawberry House Interiors, Castle Donington.

While the giftware arm will remain a separate company and still needs to be ordered separately from the greeting cards, the products are graced with the Belly Button branding and the products complement many of the popular design themes that appear on the cards.

Above: Some of the new stationery products from Belly Button.
Above: Some of the new stationery products from Belly Button.

The new portfolio includes a redesign of the gift bags (introducing new sizes and ribbon handles), changing the 16 new rollwrap designs to including three metres of wrap (previously it was two metres) and lower prices.

“It was a bold move to ‘clear the decks’, but it was something I wanted to do. The response so far has been incredible, and this is just phase one,” said an excited Rachel, revealing there is more to follow on this front, launching in March.

Top: Some of the new packaged stationery from Belly Button.

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