Stickers have become stationery stars these past few years, and watching makers play with the form — and maybe even use them to put themselves on the design map (hello Erin Dayhaw!) — has been a really fun ride. As much as I want to buy a million stickers to either hoard or cautiously place on something after extended internal debate, there is just something irresistible about patches. More permanent and substantial than their vinyl counterparts, these literally enable you to keep it all together with personality and humor.
So of course I got incredibly excited when I stumbled upon this vibrant, watercolor-kissed, tactile and very striped display at Gert & Co. at NY NOW earlier this month.
These days, white backer cards on any product simply does not fly — and I love how Jill’s presentation elevates each humble patch into a wee tactile masterpiece as her branding remains front and center. This is a category to keep one’s eyes (and fingers) on, and I’m thrilled Jill Oliver, Gert & Co’s owner and brand artist, took my questions.
SS: What led you to introduce patches and when?
JO: I’ve always loved collecting patches – think Girl Scout badges and trading patches at soccer tournaments – and I’d seen that ‘patch bars’ were trending and put it on my ‘could do’ list. Then a friend messaged me and said, “You need to do patches!” It was the little push I needed to give them a try!
SS: Are paper nerds patch nerds too in the same way they are sticker nerds, or do you find this customer a bit different than say your greeting card customer? How would you describe the overlap?
JO: I think there’s a lot of overlap between customers because it’s something tactile and often meaningful to either the buyer or recipient. It can be a gift, a memento from a trip, a way to add a little personality to your favorite tote bag.
SS: What was your initial release in terms of quantity and design, and how many SKUs do you currently offer?
JO: I started with seven skus and as of today I have 38!
SS: Do you have a favorite and why?
JO: It’s hard to choose, but I’d say one of my favorites is the Aperol Spritz because it took me multiple iterations to get it just right (just like learning to make the actual drink, ha), but it finally got to how I envisioned it. I also love the lucky penny because I always grab pennies when I see them and now I always have a little one on my bag!
SS: What is your current bestseller — and can you share a few earlier ones? Why do you think they led/lead the pack?
JO: The current bestseller is the Salty Pennant patch, followed by the Oyster Shell and the Lobster. I think these are front runners for a couple of reasons: 1. They’re all nautical theme and I first released my patches in the Spring/Summer. 2. Coastal everything has been big this summer, so they were on trend. And lastly, I’m based in Maine and a lot of my retailers are in coastal towns, so these picks are perfect for them.
SS: I am curious how this category overall may differ from stickers in terms of being an add on. I know it is pricier and may feel like more of an investment; also it is slightly more crafty. Is there anything you have learned about patches that’s surprising to you?
JO: I think it’s made me realize how much consumers truly appreciate non-AI art and that they have a strong desire to get away from screens. I launched patches at a time where analog activities are trending, people want to do something with their hands, and they’re putting value on travel/activities. Patches complement all of these trends really nicely. Plus, all of my patches are iron-on, so I think that eliminates a barrier that a traditional patch may have (i.e. the need to sew).
SS: Talk to me about your packaging — it’s fancy and elevates the product. Can you talk to me about what elements you needed it to have, and how you may have modified it over time?
JO: All of my patches (like my other product categories) start as an original painting I do, so I wanted the packaging to help communicate that. I knew I wanted them placed on colorful backers to help them stand out (and because I love a pop of color) and I also wanted retailers to have multiple options for how to merchandise them, which is why they have a delta hole at the top of the packaging. I also knew that nice packaging would help demand the higher price of a patch versus something like a sticker. At this point, I haven’t modified the packaging much, except for expanding the backer designs!
SS: How do the retailers doing well with the category merchandise patches?
JO: Lots of retailers either hang them on a pegboard or spinner; some place them in small bowls. They’re slightly larger than a 4-bar card, so they don’t get totally lost, but they also don’t take up too big of a footprint.
SS: In your opinion, is consumer interest in this category growing? Do people have trouble stopping with just one?
JO: Based on my sales, repeat sales and feedback from retailers that carry them — yes! They’re fun to collect for yourself, but they also make fantastic gifts. They can be gifted to kids, colleagues, or family. They’re a cute way to show-off hobbies, interests, or places you’ve been. Ultimately, they’re an affordable, fun little keepsake — what’s not to love!?
JO: Is there anything else you would like to share with paper nerds?
SS: Sometimes the things you love as a kid show back up in your life in unexpected ways, and it’s so much fun!
I could not agree more. Personally I love it when one of these babies fits in an envelope — even seasoned paper nerds are not expecting one of these to be waiting inside!
Thank you for taking us behind the stitches — shop Gert & Co.’s patches here. Due to the pervasive popularity of this category, Jill is out of stock of several faves I’ve shared here, but her stock will be replenished very soon. Meanwhile over on Faire, retailers can pre-order any design from this Top Shop. Don’t miss out before this next batch flies!
