Despite shifting from spring to summer dates, it’s still hard to believe *Noted is nearly here! The expo will run July 27-30 during Las Vegas Market at the World Market Center Las Vegas, and will represent the largest gathering of greeting card makers in North America. Whether you’re attending this market for the first or fifth time — or you are sitting at home feeling the FOMO and dreaming of launching your own range — boy, do I have a treat for you.
That’s because for the past 33 years, Glen Biely, principal of Biely & Shoaf Co., has shaped both the card community and industry, serving as Board Member of the Greeting Card Association (GCA), Chair of the 2017 GCA Annual Convention, Co-Chair of the 2016 GCA Annual Convention, and Advisory Board member of NY NOW, the National Stationery Show, and even a little trade publication called Stationery Trends. Companies Glen has overseen have won three Greeting Card of the Year Louie Awards — AKA, the biggest of big greeting card kahunas — as well as countless Louie Awards and Louie finalist nominations.
Glen has an expertise and eye for the greeting card medium that can only be gained from years of experience. Thus I am quite thrilled not only that he took the time to so thoughtfully answer my questions, but that any entrepreneurial paper nerd, anywhere, can benefit from his hard-won insights, no less for free.
SS: Having had your hand in so many Louie Award-winning designs, and working with such a huge variety of brands, I have to ask: Do you think greeting cards are more important than most everyday consumers realize? What role do they play in our society at the macro level? How do they shape our lives?
GB: I absolutely believe that greeting cards play a significant role in society and will continue to do so well into the future. Much like reading a book, gardening, cooking, walking, and so many other of life’s meaningful experiences that shape our days, greeting cards provide people with a tangible, tactile connection to ourselves and to humanity at large. Greeting cards unite and inspire us through shared communication, marking milestones, evoking memories, and capturing emotions and sentiments. Even the process of sending cards — selecting, writing, preparing, mailing, receiving, storing — is a very meaningful, lasting human experience.
That’s one reason why I’m such a fan of one of Amy Smyth’s anniversary cards that depicts a dresser drawer on the outside with the verse, “Someday you’re going to find this card in a drawer … and we will still be in love.”
That is powerful, honest messaging that I’m not sure any other medium could achieve.
SS: I would love to hear your thoughts on how the medium has changed during your tenure in the community. When you first started, what was selling? Conversely, what are card senders seeking now?
GB: When I first started in the industry (33 years ago!), although there were specialty cards, there was not nearly the range, diversity, cleverness, and niches that there are now. We of course see this in all market segments, whether it be food, clothing, transportation, etc., as the available consumer choices are so much greater in today’s world.
And so, it’s only natural that greeting card categories, artwork, messaging, materials, and price points have evolved and expanded over time. Digital printing, letter press, various treatments, and printing advances have also allowed for publishers to address these various market niches in an economically viable way that often wasn’t possible when I first started in the industry.
That said, many of our best-selling cards are of the same category, general imagery, and overall sentiment as our historical best-selling cards. So, whereas today’s consumers appreciate and purchase the wide range of micro-targeted offerings in the industry, a beautifully rendered birthday or sympathy card will always remain a popular choice. Again, it gets back to talented, earnest, affirming imagery that is reflective of the times, and an authentic overall voice that forges an honest connection with the consumer. We were fortunate enough to win the Louie Award greeting card of the year. The card (by Carrie Shryock) depicts a wintery, wooded scene of a traveler and their dog in the distance, evoking solitude, natural beauty, peace, and contentment … and hey, who among us isn’t always in search of that?
SS: You have so many strong artists under the Biely & Shoaf umbrella — Hebe Studio, Katie Daisy, Louise Mulgrew. When you review a range to consider adding it to the Biely & Shoaf family, what criteria do you tend to use?
GB: We look for talented artists who lead with heart, elicit an emotional reaction, inspire both the sender and receiver, and have an illustrative style that is both familiar yet all their own. We also place a big emphasis on authenticity, as we believe this shines through in the design. Whether it’s Katie Daisy and wildflowers, Louise Mulgrew and animals, Hebe Studio and travel, or any of our other artists, their artistic renderings are put forth in a genuine way as they are illustrating imagery that has meaning to them.
Another example of this is Shannon Martin Design (one of the product lines we partner with), who literally encapsulates much of her life, friends, and family on her cards. Her spirit is authentic and mirrors the comfort and cheer that she puts forth in each card. Her cards were recently named the No. 1 selling humor line by one industry publication, and it’s clear to anyone who knows her that her creative voice is true to who she is.
SS: As far as I can tell, the Biely & Shoaf business model is one-of-a-kind. Can you describe the different elements of your biz and how you work with creatives?
GB: When I started in the industry in 1993, companies did a lot more national and regional trade shows. It was fairly common to go to shows in Atlanta, NY, SF, Dallas, LA, and Seattle in Q1, then the National Stationery Show (now *Noted) in May, and then repeat all those shows in Q3.
With all that travel, it was natural to meet other card companies at shows. In talking with many of them, a common refrain was, “My ability to create and design plays a huge role in the success of my business, but so much of my time is spent on operations, personnel, sourcing, technology, marketing, finances, best business practices and on and on, such that there is little time left over to actually create.”
We determined there were three things that, in most cases, were the most important to these designer/owners: owning their company; maintaining creative control; and ensuring their brand remained at the forefront in the marketplace. So, in addition to continuing to oversee our own product lines such as Biely & Shoaf Collection and Oatmeal Studios, we also incorporate a business model that focuses on partnering with (via operating and financing their day-to-day business) other industry companies. We do different variations, but at the core, my business partner Tom and I work closely with our partners and artists to grow their businesses, and by extension, grow our business as well.
SS: Not every maker has to be a star to perform well at retail. What role do you see the artists with smaller followings but equally strong designs playing at B&S? Have you found that they are often growing into a bigger range, or do small but mighty brands pull more weight at retail than it would seem?
GB: That is a great question and I think you have hit on something that is so cool about our industry, that strong designs can flourish — and are highly sought after — even in smaller ranges and in lesser-known brands. A lot of it gets back to the core question of being a specialty greeting card publisher, with the key word being “specialty.” Specialty retailers stock unique, curated product offerings and seek out specialty manufacturers who create products with distinctive aesthetic attributes, perspective, and utility. Specialty greeting card consumers will typically take the time to browse throughout the assortment to find that perfect card, which means that artists within smaller ranges and lesser-known brands are likely to be found.
When launching a new collection, we typically publish 6-12 cards with an artist and then grow their range from there. Ahead of that, we will spend a great deal of time looking for designers whose imagery, sentiment and overall vibe supports and advances our collection.
SS: I know from my conversations with your wife Jen and daughter Katie that certain ranges and sentiments sell better in some areas of the country than others. While this is a very nuanced question, can you share any realizations about regional preferences?
GB: For the most part, our strongest performing cards sell well in all regions. Specific to your question, however, we have found that certain ranges and sentiments sell better in some areas of the country than others. Examples of this would be coastal imagery, including some terrific new designs from Emma Block, southwestern wildlife featuring Geninne Zlatkis, and Joy Laforme’s vibrant urban imagery. We have been having more fun in this regard and expanding our collection to try and address all audiences and regions. We launched a palm-tree themed Christmas card this year illustrated by Lisa Jane Smith that we are pretty stoked about.
Also, this evolution can sometimes unfold naturally, for example, one of our long-time artists Sarah Forster is spending more time traveling in the desert and mountains, which is now reflected more in her imagery. We recently launched a thinking of you card of hers that prominently features the yarrow plant, and to be honest, I had to look it up as I was not familiar with that species. However, I am happy to say she was spot on and the card is selling well!
SS: Now, onto *Noted, happening for the first time in Las Vegas during Las Vegas Summer Market! What are you unveiling?
GB: We’re super excited for this year’s *Noted! We’re unveiling a fab everyday launch, including two dynamite new artists — Emily Taylor and Sarah Long — who are great additions to the Biely & Shoaf Collection. Plus we have wonderful new cards from Katie Daisy, Louise Mulgrew, Emma Block, Carrie Shryock, and others. We’ll also have other new designs from some of our partner companies, including Shannon Martin Design, Oatmeal Studios, and 2021 Co. Looking forward to seeing everyone there!
SS: Are there any common mistakes you see new makers making? To your mind, how can this be remedied?
GB: One of the cool things about our industry is that there are low barriers to entry, making it relatively easy for people to start a greeting card company. The end result is hundreds, if not thousands of greeting card publishers, each with their own market niche and focus. As our company is heavily B2B focused (i.e. selling to retailers), my thoughts below are aimed toward new makers who are self-publishing and primarily focused on B2B selling, as opposed to a designer who is looking to license to another maker. I also did not touch on the social media aspects of launching and building a brand, as that is a whole different discussion. Most of the common mistakes tend to be on the business side as opposed to the creative side.
Generally speaking, if you want to self-publish my advice would be:
Keep your day job. It is going to take time and money to grow your company, and it is likely not going to happen overnight. Having a steady income stream from your core job will allow you to make smart business decisions with your new and growing card company. I know some people who did not take an income from their card company for the first few years, as they had another job on the side, allowing them to reinvest the revenue they made from their card company and put it back into the business.
Understand the capital requirements. Card companies require financial investments to get up and running and grow, as you need to carry inventory, finance receivables, and pay for general business expenses — all of which are capital intensive. As you set out, carry the smallest amount of inventory as you can while still being able to get a decent margin. Also, talk with someone about cash flow and even look ahead to potential business taxes. It is not uncommon for newer publishers find themselves in a situation where their accountant is telling them “Congratulations, you made X and now you owe Y in taxes,” yet they are tight on cash as all their money is tied up in receivables, inventory, and everyday business expenses. Running a card company (or any company) requires left brain and right brain thinking, so if one of those is not your strength, make sure you are getting advice from others who are well versed in those areas.
Control costs. There is a high likelihood that many of the larger, successful card companies you admire today started at the owner’s kitchen table, moved into a spare bedroom, moved into the garage, moved into small shared space, moved into a bigger space, etc. So, do whatever you can do to control costs so that you can continue to invest in new products and design, which is ultimately the lifeblood of your company. Also, hold off employing people as long as you can, ideally using that money instead for your next launch.
Test! The largest, most successful card publishers test their products in controlled retail environments and smaller specialty publishers can (ideally) do this too. I would recommend initially launching 16-48 cards and trying to get them placed in 20-50 specialty stores. Hopefully many of these are local or an hour or two drive away, such that you can establish a relationship with the buyer and see how the cards are retailing. How are your cards performing overall? Which cards are selling the best? How do your cards look at retail? Strip away all pre-conceived biases, and be prepared to pivot based off the feedback you are getting. Ultimately, your card company is going to succeed or not based on how your cards retail, so approach the feedback in an honest, open way.
Network and join the GCA! Our industry has a lot of resources for publishers big and small, so take advantage of them. We have all made lots of mistakes along the way and (hopefully) learned from them. Make connections in the industry, ask a lot of questions, join a committee, show up and get involved in a way that works for you.
And of course, most importantly, bring designs and sentiments to the marketplace that are special, enduring and all your own. I am always amazed and inspired by the talent in our industry and the influx of designers who bring something new to the industry. There are many highly successful specialty card companies in today’s marketplace that have been launched in the last 10 years or so. There is always room in the marketplace for new and exciting companies, so roll up your sleeves, do your homework, get advice, follow your heart, and jump on in. We are all rooting for you!
SS: Is there anything else you would like to share with Paper Nerd readers?
GB: I would just like to add that I am thankful for the shared community we have in the greeting card industry. Whether it is the GCA, board and committee volunteers, mentors, informational websites, blogs and podcasts such as The Paper Fold, Town Hall meetings with Carlos Llanso, interacting with one another at trade shows, the Mighty Network forum, and general networking and support, I feel our industry is very special that way. I am not sure if Ford would call up General Motors and ask them for a tip on tire suppliers, or if Microsoft would call up Google and ask which data centers they are thinking about utilizing, but I do know that in our industry, if someone has a question about best practices, suppliers, printers, trade shows, and on and on, there are a lot of people who will willingly step up and help them out, which is pretty cool and not something I take for granted.
_____________________________________________________________________________________________________________
Thank you so much Glen for nerding out here and sharing so much vibrant artistry and hard-won wisdom. Clearly the Biely & Shoaf Collection has so much to explore, and that’s far easier accomplished in person. Visit Biely & Shoaf in booth E-196 at *Noted, and be sure to tell them Sarah sent you. You can also shop this Top Shop 24/7 on Faire, and paper nerds in the wild, start your card shop here!
Left to right: Glen Biely, Elizabeth Biely, Jen Biely, Katie Biely, Jenny Shoaf, Sarah Biely and Tom Shoaf.
