Sara Miller celebrates B&LLAs success

Vibrant illustrations drew in first collaborator The Art File as collection continues to grow


From humble card designer to award-winning brand, Sara Miller has come a long way in six years, and her latest B&LLAs trophy is testament to her talent, determination and success.

Her brand Sara Miller London made the finalists’ list in four product award categories at the Brand & Lifestyle Licensing Awards 2022 last Wednesday (27 April,) and won the title for the Best Licensed Fashion Or Talent Brand.

Open to all licensed fashion or talent brands including celebrities and name brands from the world of sport, music, cookery, art/design or icons that executed licensing activity over 2021, Sara beat off competition from fellow finalists Amy Winehouse, Emma Bridgewater, Frida Kahlo, Joules, Meg Hawkins, Mrs Hinch, and Nadiya Hussain to clinch the award.

Above: Sara Miller (centre) with the winning Sara Miller London team
Above: Sara Miller (centre) with the winning Sara Miller London team

Having started as an in-house designer at Woodmansterne, Sara took a leap of faith in 2016 to launch herself at PG Live, but as a design brand rather than a card company – and her vibrant patterns and playful prints immediately earned an on-going partnership with publisher The Art File, as well as Portfolio Cards for the Jaz & Baz brand.

Commenting on the award, Sara said: “I am absolutely delighted to win the award for the third time! I am so humbled to have such amazing industry recognition – and forever grateful that my incredible journey started at PG Live.”

The Art File’s sales and marketing manager James Mace told PG Buzz: “When we met Sara at PG Live, we were instantly taken in by the vibrancy of the colourways she used as well as the beautiful illustrations in her swatches.

“We have been absolutely thrilled at the success of the Sara Miller London greeting card collection which is still one of our bestselling collections to date – and we also now do social stationery and Christmas card boxes with her.

Above: Colourful Sara Miller London cards from The Art File
Above: Colourful Sara Miller London cards from The Art File

“We absolutely love working with Sara and her team and have very much enjoyed seeing her brand grow into many successful licences as well as Sara receiving the recognition she so greatly deserves.”

Licensed ranges from Sara Miller London with Heathcote & Ivory, Portico Designs, Elite, and Ashley Wilde Group featured among the finalists at The B&LLAs with the winners announced to 400 retailers, licensees and brand owners at the brand licensing community’s annual get-together which was back in its rightful spring slot at the Hilton Park Lane Hotel in London last week, hosted by comedian Ed Gamble.

“While we are all very well aware of the current challenges and global upsets that fill our daily lives, it also good to reflect that as these B&LLAs awards recognise and reward achievements over 2021 – a year massively affected by Covid – of just how resilient the brand and lifestyle licensing sector has showed itself to be, forging a powerful connection with the public,” said Jakki Brown, director of awards organisers and PG magazine owners Max Publishing, in the welcome speech.

Above: Happy days for Sara Miller at the B&LLAs
Above: Happy days for Sara Miller at the B&LLAs

The winners of the B&LLAs 2022 are:


Best Brand Licensed Fashion Accessories Or Lifestyle Product Or Range (sponsored by Lisle Licensing) Jelly Belly Sneakers from Reebok

Best Brand Licensed Food or Beverage Product Or Range (sponsored by MDR Brand Management) TGI Fridays Frozen Appetisers & Desserts from Iceland

Best Brand Licensed Health & Beauty Product Or Range (sponsored by Sara Miller London) Van Gogh Museum Sunflower Pop from Floral Street Fragrances

Best Brand Licensed Adult Apparel Product Or Range (sponsored by ASPIRE by WildBrain CPLG) Morris & Co Apparel Collection from Next

Best Brand Licensed Gifting Product Or Range (sponsored by Country Living/House Beautiful) Joules Crafting Range from A2V

Best Brand Licensed Homewares, Kitchen & Tabletop Product Or Range (sponsored by Pink Key Licensing) V&A Reflect Series from Richard Brendon

Best Brand Licensed Children’s Product Or Range (sponsored by Start Licensing) RHS Collection from George@Asda

Best Brand Licensed Electrical &/or DIY Products Or Range (sponsored by Golden Goose) National Trust Lighting Collection from Anglepoise

Best Brand Licensed Home Décor Product Or Range (sponsored by Natural History Museum) Good Housekeeping Sofa Collection from DFS

Inspired Innovation Brand Licensed Product Or Range Award (sponsored by Discovery Consumer Products) Tetris Tetrimino Waffle Maker from Fizz Creations

The Sustainability Brand Licensed Product or Range Award (sponsored by Products of Change) Eden Project Compostable Coffee Capsules from Fresh Coffee Shop



Best Fashion Retailer Of Licensed Brands (sponsored by Beanstalk) Primark

Best Department Store or Mixed Retailer Of Licensed Brands (sponsored by Metrostar) Next

Best Supermarket Of Licensed Brands (sponsored by TSBA Group) Iceland Foods

Best Specialist Retailer Of Licensed Brands (sponsored by Brandgenuity) Homebase



Best Licensed Heritage Or Institution Brand (sponsored by Brand Licensing Europe) Natural History Museum

Best Licensed Lifestyle Brand (sponsored by Dependable Solutions) House Beautiful

Best Licensed Design-Led Lifestyle Brand (sponsored by Poetic Brands) Laura Ashley

Best Licensed Food Or Beverage Brand (sponsored by Erve Group) The Hershey Company

Best Licensed Fashion Or Talent Brand (sponsored by H&A) Sara Miller London

Brand Licensing Ambassador Of The Year (sponsored by Adam Bass, md, Golden Goose, for his continued contribution to this dynamic sector

Top: A delighted Sara Miller (centre) with B&LLAs host Ed Gamble and Livy Coare, licensing and marketing manager of category sponsor H&A

Open Call Feature image
Geoff Sanderson and association aim to bring in fresh creative talent via student initiative...
Viewpoints 1 spring seasons Feature image
UK Greetings, Taylor’s Cards, Raffia and Danilo share their views...
IC foiler Feature image
Latest foiling machine boosts popular InPress seminar sessions for newbie publishers...
Ling Xmas Feature image
Ling and GBCC warehouse teams on the case as festive predictions begin...
BLE sustain Feature image
Brands with purpose focus as POC café uses recycled materials at 2022 licensing show...
Riverside uni Feature image
Publisher partners with university to accelerate growth and sustainability...
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.