'Behind the Designs' With Postmark

Have you always worked in the greeting card industry? If not, what did you do before? 

Everything changed when my youngest son, Jack, started school. Suddenly I had a little more time to myself, and I decided to return to college to see if I could do something creative. It was one of the best decisions I ever made. I graduated with an HND in Surface Pattern in 2000 and began working as a freelance designer. Together with my business partner, Claire, I spent the next few years designing artwork for a variety of publishers, mainly gift wrap and gift bags. Then one day we were asked to design a range of greeting cards. I've always loved greeting cards. To me, they've never just been cards – they've always been little pieces of art. That one brief planted a seed. We started wondering whether we could create and publish a small range of our own cards, bringing together our love of colour, pattern and contemporary design.

In 2005, we decided to take the leap and founded Paper Salad.

What’s been the toughest challenge of running your business? 

Starting a greeting card publishing company wasn't easy. Digital printing hadn't developed to the quality it has today, so litho printing was our only real option. It produced the quality we wanted, but it was expensive. We also knew that if we were serious about making a name for ourselves, we had to exhibit at a major trade show. We raised the money through a combination of loans and our own savings, and in the summer of 2005 we launched our very first collection at the Harrogate Home & Gift trade show. It was exciting, nerve-racking and a huge leap of faith all at the same time.

Thankfully, the response was incredible. We enjoyed immediate success, which was wonderful—but it also brought its own challenges. Like many new businesses, we experienced some serious cash flow pressures in those early years as we worked hard to keep up with demand and continue investing in new collections.

What helped to get over your cash flow problems?

One of the turning points came through licensing opportunities. Our licensing partnerships, particularly with Glick, provided a valuable and much-needed source of income at a crucial stage in Paper Salad's growth. They gave us greater financial stability and allowed us to continue investing in our own ranges while building the business for the long term.

What would you say is your signature style?

From the very beginning, we wanted Paper Salad to be known for something different. We believed greeting cards should feel like little pieces of art, so we became known for our bold use of colour and beautiful premium finishes. Foils, flitter, embossing and luxury textures all became part of our signature style. It wasn't the cheapest way to produce cards, but we believed it was the right way. Creating a distinctive brand was always more important to us than taking the easiest route. As the business grew, the challenges changed. Growth meant recruiting more people, moving into larger premises and continually investing in the future. There have certainly been times when it felt as though we were constantly trying to catch up with our own success, but every challenge taught us something and helped shape the business we are today.

What has been the biggest change for Paper Salad in recent years? 

In 2024, another significant chapter began when my business partner, Claire, decided it was the right time for her to move on to new adventures. After nearly twenty years of building Paper Salad together, I became the sole owner of the business. It was a bittersweet moment, marking the end of one era but also the beginning of an exciting new one.

One of the things that gives me the greatest pride is that Paper Salad has evolved into a true family business. The little boy who inspired me to return to college all those years ago is now our Operations Director, helping to lead the company into its next chapter. My older son's partner has also joined the business as Sales Director, bringing fresh ideas, energy and a shared passion for what we do. Seeing the next generation embrace the business gives me enormous confidence that Paper Salad has a bright future ahead.

What are you most proud of?

More than twenty years after launching our very first collection, I'm incredibly proud of what we've achieved. Paper Salad remains an independent publisher, and our collections are now sold by retailers throughout the UK and in countries around the world. What makes me proudest, though, is that we've never lost sight of why we started. We still design with the same passion, excitement and creativity that inspired us right from the beginning. We have many awards for our design and never take any nomination nor award for granted, the last one feels just as special as the first.

Finally, what advice would you give to someone hoping to get into the Greeting Card or Stationery world?

If I could offer one piece of advice to anyone thinking about starting a greeting card publishing business, it would be this: stay true to your creative vision. Research your market, understand your customer and make sure your products are right for the audience you want to reach—but never lose what makes your designs uniquely yours. The greeting card industry is an incredibly creative, supportive and inspiring place to be, and I feel very fortunate to have been part of it for over twenty years. It is also a competitive marketplace, and the best way to make your mark isn't by following trends or copying what everyone else is doing—it's by creating something genuinely different. Don't spend your time looking over your shoulder at the competition. Trust your instincts, develop your own style and have the confidence to do things your own way. Authenticity is what people remember, and it's often what sets the most successful brands apart.

When I look back at the decision to return to college after Jack started school, I could never have imagined where that one step would lead. It gave me a career doing something I love, allowed me to build a business I'm incredibly proud of, and has given me the privilege of helping people celebrate life's moments through beautiful greeting cards. For me, that's what Paper Salad has always been about.

Bonus Question: How would you best describe your working style?

I'd describe my working style as collaborative, creative and hands-on. Even after more than twenty years in business, I still love being involved in the creative process and enjoy working closely with our talented team to bring new ideas to life. I've always believed that the best businesses are built on trust, respect and kindness. I like to create an environment where everyone feels valued, encouraged to contribute and able to be themselves. While I'm passionate about maintaining the high standards and distinctive style that Paper Salad is known for, I'm equally open to fresh ideas and new ways of doing things.

Running a business has taught me that resilience and adaptability are just as important as creativity. There will always be challenges, but I believe in facing them with optimism, honesty and a willingness to learn. Most of all, I will never forget why I started Paper Salad in the first place—to create beautiful products that bring joy to people. That passion still drives me every day, and I hope it inspires everyone who works with us.