Direct From Market: National Stationery Show, 2008 Edition
By Caroline Kennedy -- Gifts & Decorative Accessories, 5/21/2008 12:16:00 PM
May 21, 2008 – The energy levels were high and there was a lot of positive buzz 
this week during the 2008 edition of the National Stationery Show at New York City's Javits Convention Center. While traffic at the show at first seemed to be slow, it grew steadily to the point where the aisles became comfortably crowded. A number of vendors told Gifts & Decorative Accessories that they had come to the show without high expectations because of the current economic climate, but were extremely pleased with the business they were doing. And some that had not shown here in a while – like Colorbok, Mrs. Grossman’s and Flavia – returned to the show with great results.
On the floor of the show, which is managed by George Little Management, the Passport to Discovery activity created a little fun and a break from normal routine for buyers as they roamed the aisles looking for a ‘station’ where they could get their passports stamped. “There it is!” exclaimed one retailer to her companion as they finally chanced upon one station located at the back of the hall and rushed up to be stamped. Each station had a special stamp created by PSA Essentials; those who completed the “show tour” and got all six stamps on their passports had a chance to win a prize at the show’s end.
Of course, the Best New Products Display always creates 
a lot of buzz and it is a great place for retailers to source some of the newest products and lines at the show. This year had a record number of products in contention, and because of the continued strong interest in eco-friendly products, each of the six product categories included a “green” division. This year’s winners include:
Desk Accessories – Oblong, Bainbridge, WA, for its box file tote;
Lifestyle/Specialty Gift – Driscoll Design, Seattle, WA, Boutique Matchboxes;
Luxury – Bridal Tapestry, Waltham, MA, framed seating scroll;
Paper Craft/Scrapbooking – Fancy That!, decorative packing tape;
Party – Fab Fob Company, Drake, CO, slotted package topper card;
Social Stationery – Design Design, Grand Rapids, MI, light-up holiday greeting card.
In the “Think Green” division, winners include:
Desk Accessories – Elum Designs, San Diego, fabric-covered desk box of letterpress stationery and notes;
Lifestyle/Specialty Gift – Peridot Paper, giftwrap kit (pictured at left) with paper, ribbon and trim in a presentation box; 
Luxury – Eccolo, Brooklyn, journals (right), made from recycled leather and paper from certified, managed forests;
Paper Craft/Scrapbooking – Clear Bags, El Dorado Hills, CA, biodegradable, compostable clear stationery and card wraps;
Party – Oots, Santa Fe, NM, handmade seed paper ornaments;
Social Stationery – Bitesize Cards, Maspeth, NY, handmade greeting card made with recycled paper cardstock and recycled, reused elements such as buttons and coffee cup sleeves.
A 13th award, the Delegates Choice, voted on by a group of elite retailers went to Fancy That! for its decorative packing tape.
Let’s Party!
The show’s opening night party was held once again high atop Rockefeller Center at the beautiful Rainbow Room, Even after a long day at the show, the energy continued to flow, as exhibitors and retailers ended their first day with conversation, cocktails, a buffet and dancing.
The greeting card industry was all on tenterhooks eagerly anticipating presentation of the annual LOUIE Awards, which are to the greeting cards what the Oscars are to the movies. The awards gala is always a glittering affair and this year was no different in that regard. Glittering it was, and even more so. This year marked the 20th anniversary of the awards and Greeting Card Association 
pulled out all the stops to make the occasion a truly special one. The theme for the evening’s gala was Cirque du LOUIE, and a gypsy violinist serenaded party-goers during the cocktail hour. Cirque du Soleil type performers added to the atmosphere and an acrobat/contortionist wowed the audience during the awards opener. A special program booklet was a keeper of a souvenir with a special lenticular design applied to the cover and a look back at the LOUIEs over the years.
Also making a big splash was Disney Consumer Products, which launched its 
Walt Disney Stationery Collection in grand style. A large display in the Crystal Palace at Javits Center was a magic kingdom setting presenting the collection. The collection is made up of three distinct lines that are inspired by Walt Disney the man and his creativity. It is the first collection that is not character based. One line, Executive Studio, is an elegant masculine look; the two other lines, Fantasia (journals pictured below) and Sleeping Beauty, are inspired by the art of those two movies. Disney’s three vendor/partners in this venture are: Crane & Co, 
Dalton, MA, for stationery papers; MonteVerde, Canoga Park, CA, for writing instruments, and Eccolo, Brooklyn, NY, for journals and albums. A special launch party took place at the Mandarin Oriental Hotel, which overlooks New York’s iconic Columbus Circle.
Green Paper Company celebrated its launch with a more intimate party, and true to its eco-image, served organic wines to its guests. Among those joining the festivities was Frank Joens, newly promoted vice-president of leasing and sales for the LA Mart in California, which is managed by Merchandise Mart Properties, Inc. Monday was also his birthday, so it was a double celebration!
Speaking of Celebrating and Launches…
There was more to celebrate around the show. Steven Mitchell Collections marked the launch of the company's Out of the Box line of greeting cards, boxed notes and calendar with a reception on the show floor Monday morning. Over coffee and bagels, Mitchell talked about his “Artography” – a combined imagery of art and photography – and the plans for the rollout of his line beyond the initial launch. Even with a rich look in imagery, paper and colors, the collection is totally “green” and entirely made in America. All the products have a value-added element such as calendar pages that are printed on watercolor paper and are framable art when the year is over.
Up With Paper cut the cake and served up tiny cupcakes to celebrate its 30th birthday. The company continues to expand its inventive offerings in engineered pop-up cards. Its pop-up book line, which was launched last year, continues to grow with the addition of Splish Splash Dog Bash. Keeping it all in the family, the book – whose concept originally began as a card – was written by company president George White and his wife. The artwork sparked the story idea and the rest, as they say, is history.
Spirits were high in the Iota booth , where the company was celebrating and sharing the news that it was just acquired by C.R. Gibson. Iota, known for its bright, colorful modern designs and papers – notebooks, notecards, giftwraps, file folders and more – will continue to conduct business under its own brand name while having access to the greater resources that C.R. Gibson has to offer.
Hospitality was the name of the game in the Suburban Silk/Paper PhD booth on show opening day — pastries and sparkling cider are a tradition to welcome customers and friends. This market, the company 
took the decorative silk-covered invitation boxes that have been a small part of the regular Suburban Silk line from the beginning, and separated and expanded them into their own branded line under the name of "Invite" — a move that has elevated the product line’s profile and attracted the attention of many new customers. These high end, elegant presentation boxes are beautiful memory-keepers for brides and/or their families. Also new this market is a collection of cotton totes in four designs: two with a more masculine appeal and two in more feminine patterns. The totes, (pictured at right), are reversible to give them further versatility, and the collection is an outgrowth of the collection of signature silken tote and business bag line launched earlier is year, Suburban Silk is getting ready to expand and launch the business in Europe. Edward Vanegas told Gifts & Dec that the company will be exhibiting in Frankfurt in July at Decorate Life, the new show that incorporates Tendence.
Delphine and Russell + Hazel combined forces to offer some customers an opportunity to view their lines and do some buying in a more relaxed atmosphere away from the show floor. They had a limited showing of the Delphine letterpress line and the Russell + Hazel office organization products during a “Monday Morning Mimosas” event at the W Hotel. During this event, Delphine showed some one-of-a-kind original letterpress prints that were not being shown in the company’s booth at Javits. The company also introduced vinyl wall décor “stickers” and a line of eco-friendly totes made of 80 percent recycled cotton and 20 percent recycled plastic soda bottles.
Russell + Hazel introduced its new organizational system for brides co-created by wedding editor Anne Chertoff, formerly with Martha Stewart Weddings. The binder system is chic and flexible to be customized to every personal need.
The New and the Noteworthy
When you think of buying a pen, “some assembly required” are not the words that you would normally associate with one. But such is the case with a new pen in the Parafernalia, an Italian line presented by Coles of London. Designed by Albert Ebenbichler, this is a pen with definite masculine appeal. The unique design comes in a flat sheet of metal from which they are snapped out to assemble. A real DIY kit, it is assembled in four easy steps and comes with complete instructions in the package and a Web link to a short video tutorial to help in assembly.
Retro 51 joined the green movement with a bamboo version of its popular Tornado pen. Not only is the barrel made of earth-friendly sustainable bamboo, it comes with an environmentally friendly easy-flow refill. New, too, are greeting gifts: new themed Tornado pens come packaged inside a greeting card. There are three new designs of which the card graphics match the graphics on the pen barrel. Design themes include Congratulations, Holiday and Birthday. Continuing to garner interest is the Elite Eagle, the gold pencil that comes in a set along with three wooden tees and a ball market.
Oli Block introduced the Oli Book: a sketchbook, notebook and two sticky note pads in a carrying case. Each book in the set has a padded vinyl cover with Oliblock’s signature magnet as a clasp. Oli Block has collaborated with Swedish illustrator/designer Laura Ljungkvist, who produced the bright contemporary graphic cover designs. They come in three colorways. Oli Block’s magnetic paper clips now come in a new larger size and number of new patterns.
Mirage Paper Co.’s Ecojot brand, which was introduced a year ago, is so successful that it is almost overshadowing the company’s regular product line. The line of file folders, note books and other papers is made of 100 percent recycled post-consumer paper. A portion of the sales goes to support environmental causes. Even without gloss coating, Carolyn Gavin’s bright contemporary designs and colors glow. The company has also introduced a line of reusable cotton shopping totes bearing organic designs and green messages.
Clever Anne Taintor: Her new matchbook emery boards are just the thing every woman needs to keep in her purse! The matchbook cover bears her signature artwork of vintage style photographs paired with whimsical caption clips such as “an attitude is a terrible thing to waste.” Inside each matchbook are 12 small tear-out emery boards perfect for smoothing that snag in the manicure. It makes a perfect point-of-purchase impulse pick up.
Fiorentina debuted a new collection of journals, address books and more featuring 1950’s vintage fashion illustrations that bring a retro chic look to writing. Another new journal line with brightly colored leather covers has a unique closure that adds a touch of whimsy to what could be an ordinary look. The flaps of the cover close up over the center of the front of the book. A slim pen that slips through the tabbed loops to hold it closed, becomes the nose line of a smiling face. The smile and eyes of the face are embossed in the leather.
Be sure to watch for more product and trend news from the National Stationery Show in early June when we take a second look at the show in Stationery Show Double Take. In the meantime, take a second look at the the recent New York Spring Tabletop Show with Tabletop Double Take.
