How I became a Henries 2022 finalist
In 2022 I made it through to the finals of the Henries Awards after less than a year of being in the business. In case you don’t know, the Henries is the most prestigious award for greetings cards, sort of like the Oscars of the industry. It’s a pretty big deal. And since then I’ve been asked how I got there.
I worked so hard - and still do - to launch my business, but knowledge really is power and I believe in sharing, so I’d love to share what I’ve learned with you so far. Here are some of the significant steps I took in my first year which I believe helped me to get through to the award ceremony of my dreams.
JOIN A SUPPORTIVE COMMUNITY
I chose to join the Greetings Card Association really early on in my journey because it offered so much value for money. As soon as I entered I felt part of something bigger. There were articles, information and people on hand to help out with my questions. And the opportunities I would need were all available to be applied for through the GCA. I can’t speak highly enough of this amazing organisation. I’m not an affiliate or paid to write this, but I feel like this membership really was integral to the launch and success of my first year.
APPLY APPLY APPLY
Ok so once I had a couple of card designs in a style I was happy with I looked for opportunities. I didn’t have a full collection yet, or even a range. I saw an opportunity to apply to stock with Sainsbury’s in celebration of Black History Month and I went for it. I distinctly remember sitting on my sofa thinking, I’m not even really a card designer yet - I’ve only done a few - but feeling compelled to put something out there. I actually won the competition and was stocked in 25 stores across the UK - so it just goes to show, it’s always worth a shot! If you have an opportunity, take it. The worst that can happen is they say no, and then you can just try again next time.
YOUR UNIQUE SELLING POINT / USP
I think that really having a USP is critical when trying to break into the market. It’s not something you have to necessarily be wedded to forever, but you need something that is uniquely yours. When I started out I was drawn to making cards for kids that were inclusive and celebrated diversity. It’s just where I was finding my illustrations were taking me - so I embraced it, and that became my strong selling point. It became more than that too - it was a talking point, a pitch. And I believe it got me noticed. What’s your USP? What do you love, what makes you different, what sets you apart?
ASK ASK ASK
Another thing that I’ve learned to be over the years is tenacious! If I don’t know something I’ll find someone who does and ask them. I went to an industry conference and saw someone speaking about retail, I knew they had a world of experience I didn’t have - I needed access to some of their knowledge. So I wrote them a letter - not an email, as that would have disappeared in their inbox - and I set myself out to get their attention. The response came weeks later, when I thought I had been lost in their postbox. They wrote back and gave me some amazing insight into the card business. I was also then on their radar. Which leads me to my next point…
STAY IN TOUCH
If you build connections in the industry, don’t let them go. Ask away but then follow up. Keep the relationship going. Retailers love to hear from new designers but they don’t want to feel like it’s all take and no give. Send them your ideas, ask for their advice, but feedback on how important and valuable it has been to you. Let them in on your journey too. They want to know where you’re at, how you’re growing and see your new collections. And you’ll be well remembered if you’re well liked.
BE PREPARED TO WORK HARD
This may seem obvious, but when I was creating cards for my opportunities and experiences I needed to make a LOT of work in a short time - and it was hard. The GCA offer a Dragons Speed Dating event which I knew I needed to go to. It was coming up fast and I only had a few designs. I worked round the clock - I also had a 2 and 4 year old at home. It was crazy. I worked during their nap times, or tv time, or evenings - mostly at night. I asked for help from family when I needed it most. I didn’t see many people but I kept going. And I learned to draw pretty fast! I churned out about 60 designs in a few weeks and although I don’t like many of them now, they really got me off the starting blocks - and into the GCA Dragons Speed Dating session where I was picked up by a big retailer.
GO FOR IT
Finally, I think ultimately you just have to go for it! Put one foot in front of the other and make a move. I applied for the Henries with ZERO expectations. I was a total newbie and had hardly and experience in the industry. But I had my USP, my previous connections built up and my determination. At the end of the day, you’re going to get a lot of no’s before you get a yes. I certainly still do! Be persistent. One thing separating someone from making it, from someone who doesn’t, is persistence. Keep at it. Keep going.
And in the mean time, be in touch if you want to ask me anything - if I can help I will!
