Birmingham's Best

When Queen Elizabeth opened the first Spring Fair in Birmingham, England, in 1976, the fair occupied five halls of the National Exhibition Centre (NEC), there was no buyer registration, and admission fares were collected in buckets. Last February, the Spring Fair Birmingham celebrated its silver anniversary. The fair has grown to occupy all 20 halls of the NEC and attracts roughly 4,500 exhibitors and more than 80,000 visitors, so that it is now one of the premier gift trade shows on the European circuit. The NEC is located about 20 minutes from downtown Birmingham, which is situated in the Midlands, one and a half hours north of London.

The strongest product categories for the gift retailer at the Spring Fair were stationery (especially greeting cards), aromatherapy and personal care items, tabletop pieces and pottery, and uniquely British merchandise such as walking sticks, wicker picnic baskets, and tartan-covered footstools and lap trays. Products for children, such as clothing, bedding, wooden toys, puzzles, kites, and games, were also plentiful. The fair was attended by many small specialty manufacturers, such as the family-owned Heritage Studio, producer of "British family scrolls" — cards and magnets printed with the history of family names. The company also takes commissions for glass paperweights and magnets imprinted with images chosen by the buyer.

While many of the big international names in china and crystal don't exhibit at the Spring Fair, there were still some 300 exhibitors in the Tabletop hall, including Arc International, Aynsley, Dartington Crystal, Denby, Johnson Brothers, and Villeroy & Boch. Scattered throughout the Design Accents and Gallery sectors were numerous small British potters and glassmakers, including Rye Pottery, Dartington Pottery, and Jane and Stephen Braughan. Many of their designs were somewhat conventional, but there were standouts, such as Martin Andrews' individually blown and crafted glass pieces. Crown Figurines Ltd. presented its bone china Art Deco figurines, created in original 1930s molds. And for comic relief there was The Teapottery's selection of teapots in the shape of bathtubs, four-poster beds, Airstream trailers, and cell phones. Animals were also a major theme for the British potters, with ceramic sheep, dogs, cows, and pigs rendered as figures or on wall plaques.

More contemporary international and British design was seen in personal and desk accessories, clocks, watches, flashlights, and other products from EFX, Authentics, and Storm. British designer Laurence Llewelyn-Bowen, who works as hard at promoting himself as he does at his designs, created a line of "designer cutlery" for Arthur Price cutlery and a tableware line for Johnson Brothers; both are available in the U.K. only.

British lighting designers had their showcase in Illuminate, a special competition presented by Trade Promotion Services, the organizers of the Spring Fair. More than 40 designers displayed their creations, which ranged from the zany to the practical. Fluorescent tubes, incandescent bulbs, and neon tubes provided the illumination; the designers provided the imagination. In a competition held to find the best commercially viable new designs, designer Sharon Marston took first place for her floor lamps with shades made from polypropylene and monofilament.

Although the sheer size of the Spring Fair might easily have been daunting, it was organized into color-coded sectors — Festive, Design Accents, Gallery, Gifts, Greetings, Housewares, Jewelry, and Tabletop — that made shopping relatively easy. The NEC facilities were first class, with good lighting and good air quality. The aisles were wide and carpeted, and the Spring Fair signage made getting around a snap. The majority of the exhibitors' booths were well designed and the merchandise was generally well presented.

A unique feature that has been part of the Spring Fair since its inception is the section called Focal Point. With its own signage, narrower aisles, and smaller booths, Focal Point focused on new, innovative manufacturers of stationery, toys, ceramics, decorative accessories, and other products. Focal Point is run by a private company that rents space from the Spring Fair organizers, and it has some 150 manufacturer members. As members become successful and require more space, they can move into larger spaces in the fair proper.

The Autumn Fair Birmingham will take place September 2–5, 2001.