Jack Wilson, operations director of Paper Salad, is all Whippy-ed up
Autumn Fair, which kicks off on Sunday, 1 September, and runs through to Wednesday, is the first official outing for Paper Salad since Karen Wilson became the company’s sole owner, having completed the amicable buy-out of her long-time business partner and close friend Claire Williams in July.
While Claire retains her links with the business in a design capacity three days a week, the event at Birmingham’s NEC sees Karen’s son Jack Wilson make his first trade exhibition appearance since his promotion to operations director.
“When Jack joined the business, he started from the bottom to gain a grounding in all aspects of the company and his confidence grew in line with his expertise,” explained Karen. “Now seven years on, it’s great to see how he really has earned the respect of the team as well as having forged good relationships with our agents, customers and the brokers who we supply.”
In the lead-up to Autumn Fair, she’s been busy developing three brand-new ranges, plus spring seasons designs and an expansion of the Sunshine children’s collection into ages – and that’s just for starters on the stand!
“I’m aware our next range is the most important, as everyone will be looking at it to see if anything’s different – I’m hoping they won’t be disappointed!” said Karen with a smile, and she shared a sneak peek of the Alchemy collection, revealing it will be fanfaring a brand-new finish.
“I’ve always loved experimenting with new finishes and they really bring the cards to life. Even before I start on the designs for a new range I know what finish it will feature. In keeping with the new range name, that’s when true alchemy happens.”
Added to all this, through the licensing relationships, there is also newness from Glick on Colour Hub giftwrappings, crackers with Penny Kennedy, additional stationery items with GBCC and new designs in the Mine’s A Pint collaboration with Emotional Rescue.
Up close and personal
PG Buzz puts Paper Salad’s Jack Wilson on the spot…
How do you feel about your new role as operations director of Paper Salad?
“I’m extremely proud to have such an important role in a business which is a huge part of my life and for which I have immense passion. Having worked in the business for seven years now, I feel like my hard work so far has built up to this moment and my experience stands me in good stead to carry the business forward.”
Your mum told PG Buzz that, when you were little, you said you want to “drive an ice cream van” when you grew up! What prompted this as your dream job and what’s your fave ice cream?
“I either wanted to be a professional footballer, preferably for Manchester United, or an ice cream man – even back then I came to the conclusion the latter would be more realistic and there was the thought of having a lifetime supply of bottomless ice cream! You can’t beat a double 99 with raspberry sauce. Vanilla is the best, there’s no need to fix what isn’t broken.”
What are your early recollections of Paper Salad?
“I was about 13 when Paper Salad was created, so too young to show any interest in my mum and Claire’s designs. But my earliest memory is of them doing annual so-called business trips to New York. Apparently, they were visiting a trade show but my mum’s suitcase on the return highlighted the amount of time spent shopping and taking advantage of the exchange rates rather than reflecting all the hard work they’d been doing over there!
“It was great for me, though, as I’d ask her to visit particular record stores in NYC and she never disappointed when returning home with a respectful amount of music to add to my collection.
“Later I used to walk to their old studio after college and pack cards which felt like Groundhog Day at the time, but was well worth it for the pocket money that I spent on music and ice cream!”
What’s it like working with your mum…the upsides and downsides?
“I’m asked this a lot – our relationship is perfect, both in and outside of the business. Granted, I don’t need to toe the line as much out of work but, in work, I know what’s expected of me and the standards I need to meet to match her high expectations.
“I find my mum’s ambition very inspiring, knowing the journey she’s been on. Not everybody would take the daunting jump of going back to college as a mature student in pursuit of creating a career she enjoys, to help provide a better life for her family. That’s always inspired me, and I feel very fortunate to benefit from her talent as well as have the opportunity to have a big role in the future of the business.
“Working in the business is one way for me to give back – I understand her more than anybody, and vice versa, so it’s a great partnership with us being on the same wavelength and understanding our end goals, which are resonated across the workforce.”
What are the similarities between you and your mum and also the main differences?
“I’d say we’re both risk takers in pursuit of maximising our potential, always willing to try different avenues and experience new things. I also have an admiration for art and trends, a trait I’ve definitely picked up from her. She doesn’t have a laid-back bone in her body, whereas I have tonnes of them so that’s where I’d say we’re different. Having said that, I don’t have time to be laid-back in work, it certainly keeps me on my toes!”
What are the biggest life lessons your mum has taught you?
“Hard work. Whatever I’ve tried my hand at I’ve always been pushed to reach the best of my capabilities. Whether it’s something I enjoy or not, I’ve always given 100% regardless. This, for sure, is the biggest life lesson and I truly believe that you get out of life what you put in. Alongside the passion I have for the Paper Salad, this has enriched me, and what has landed me in the position I’m in today, earned on merit instead of through nepotism.”
What have been your biggest learnings since being part of the Paper Salad team?
“The scale of our industry and the importance of greeting cards. I’d never have expected that Paper Salad cards would be in demand across all continents. We often receive heartfelt messages from people on the other side of the world explaining what it meant to receive one of our cards, which is heartwarming and humbling to say the least. In a world where technology is king, I believe the tradition of sending a card to a loved one could never be replaced.”
What would you say if the Mr Whippy head-hunter came a-calling now?
“I’d have to be loyal to Paper Salad, but I would ask him if there is any scope for selling birthday cards out of his serving hatches – and I’d offer him good discount in exchange for a Mr Whippy loyalty card.”
What are your dreams for the next five years for the business?
“With my operations director hat on, I want to empower everyone within the Paper Salad team to help them reach their maximum potential, which in return will contribute to our business’ end goals. The core and driving force of the business is the product and it’s important that the quality of our customer service matches the same standards for all of our amazing customers. My goal is to consistently meet these levels while retaining and growing sales.
“An additional goal is to have an ice cream parlour alongside our gin bar at the trade shows, personally it would give me a sense of fulfilment. I still need to brainstorm though as Paper Ice Cream doesn’t have the same ring to it. Watch this space…”
Paper Salad will be exhibiting at Autumn Fair, 1-4 September at Birmingham NEC, in Hall 6 on Stand C20. To register for the show click here.
