Market Report — National Stationery Show
By Caroline Kennedy -- Gifts & Decorative Accessories, 5/22/2007 11:05:00 AM
May 22, 2007 — You know something is different at this year’s National Stationery Show (NSS) the minute that you walk into New York’s Javits Convention Center. The cerulean blue carpet jolts you with its nearly blinding rich hue, and the lively atmosphere offers plenty to engage the visiting buyer before they even set foot on the show floor.
Must-Sees
After registration, two major displays draw close attention. First, the display of the Greeting Card Assn.’s LOUIE Award finalists; these greeting cards have been judged to be the top releases in their respective categories in 2006. The winners were announced on Monday night at the Lighthouse at Chelsea Piers. This year’s gala was themed “Masquerade – Unmasking Creativity.” And that theme touched everything, from the elegant mask-shaped invitation to the fun, feathered party masks at each place setting. Masterpiece Studio’s John Kind even did a Phantom of the Opera impression to open the evening’s presentations. Winners took home awards in 57 categories, including Cards of the Year Awards presented to Great Arrow Graphics’ Valentine card in the “under $3” category, and American Greetings’ in the “$3 and above” for its get well card.
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| Buyers and exhibitors enjoy themselves at the opening night party at the Rainbow Room |
The second display at this year’s NSS is the Best New Products Display, highlighting many of the new products being introduced. This area is a must-see at any show, as gives a sense of what’s new and what may be of interest to buyers. The display is a magnet, crowded with buyers making their lists of must-see vendor’s booths. Spirits seemed high among those exploring the new product area; conversations were animated and sprinkled with laughter generated by some of the more humorous cards on display.
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| Best new products |
Creating more buzz and interest (before even hitting the show floor) is a series of sign boards presenting current trends observed by the editors of the industry publications. The trends were presented in the NSS pre-show e-newsletter “Paperclips.” This is another way the show has given retailers an advance look at what they will see at the show.
(And speaking as one of those editors, it’s bit of a kick to see your name and opinions out there so big and bold for all the world to see.)
New Layout, New Routine
On the show floor, the National Stationery Show has a bright new look that’s been reconfigured and decentralized. No longer are the exhibitors segregated into product category sectors — so gift wrappings, ribbons, and party and celebration vendors are spread all over the floor among desk accessories and social stationery. The new layout encourages buyers to explore the whole show and see vendors they may have previously missed under the former layout.
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| Adorn wrapping embellishments |
Early impressions have been positive, though several vendors noticed slower traffic patterns as buyers adjust their shopping routine. One buyer we spoke to — who had come all the way from San Francisco — was not as happy with the change. The reason? It was taking her more time to find interesting new lines that she wanted to source, and that was making her job just a little more difficult. However, she understood the logic behind the change, especially when so many companies have broadened their offerings to a degree that it’s become increasingly difficult to categorize them.
Tech Standouts
Right from opening, Epson’s presence as a first time exhibitor at the NSS has been generating a lot of buzz. Epson’s Pam Barnett reported that the booth was busy, and that some retailers commented that it’s about time that major technology resources reached out to the stationery industry. Indeed, with the social stationery business focused on custom printing and personalization, Epson’s presence is long overdue. The company is demonstrating different printers that will help stationery retailers (as well as designers and manufacturers) provide more affordable custom designing and printing work — the type of specialty work that D-I-Y individuals can’t produce at home. In addition to meeting buyers and demonstrating their products, Epson also conducted two well-attended seminars.
One of the things Epson’s Linda Malek pointed out during the seminar is that growth in stationery has been relatively flat, with the exception of personalization. The trend is that customers want to make their own cards — or at least have a hand in the design. This is something we experienced first hand when we visited the Crane booth. Before we reviewed the new product lines, we were asked to “put on our designer hat,” and design our own calling card. We then went to the computer to put Crane’s custom design program through its paces, choosing paper and ink colors, and font artwork from the program’s library.
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| China Blue lifestyle collection from Crane |
Envelopments is involved in several creative partnerships, some established, some newly announced, including a partnership with Crane giving that company’s engraved invitations the contemporary wrap-around Envelopment folder. Another announcement made shortly before the show was the partnering of Envelopments with Epson and Mountaincow. All of hese partnerships will allow manufacturers to offer more creative options to their customers.
From the Designers
Designer Eduardo Xol made a special appearance at the Carlson Craft booth to help launch his new collection of Quinceañera invitations as part of the Festividades Wedding and Social Stationery album. Xol, one of the lead designers on ABC’s Extreme Makeover: Home Edition, drew quite a crowd interested in meeting him and viewing his collection. With a fast-growing Latino population, this collection is not only timely but probably overdue. Quinceañera is a major celebration for Latinas and their families; parents often begin saving for the occasion when a daughter is born. As a result of this influence Xol speculates that with Sweet 16 celebrations are on the verge coming back into vogue — and his collection is just as appropriate for that as for Quinceañera.
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| At Carlson Craft, Eduardo Xol talks with a retailer. |
Lady Jayne has made great strides since Jayne herself came back to the business. The company has returned to its roots with feminine, stylish stationery gift products. But, these aren’t yesterday’s designs. Instead, Jayne has introduced brand new collections to move the company forward. Damask Bouquet is a gentle yet bold floral design in soft green damask patterns accented with damask roses. Jayne’s signature embellishments of ribbon and findings accent many of the pieces. One of gift items drawing a lot of interest is a notepad and pen set presented in a small, metal, decoupaged, planter-like container — an elegant accessory for any lady’s desk.
Sellers Publishing, formerly Ronnie Sellers Productions, is expanding its greeting card offerings and showing a large release for fall and winter holidays at the NSS. Expanding on the idea of its successful Wedding Planning organizer kit, the company introduced a Bar/Bat Mitzvah Planner kit, a right-of-passage occasion that requires as much coordination and organization as a wedding. A new College Organizer Planner also drew lots of interest, especially with so many details to keep track of in the college application process.
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