Two decades is nothing in the archaeological world, but it is a milestone worth marking if you are a greeting card publisher. Trained archaeologist Penny Lindop, the artist behind Penny Lindop Designs talks to PG Buzz about how she got started in the industry as she prepares to celebrate her 20th anniversary this year.
Buzz: You are a trained archaeologist, so how did you get into greeting cards?
Penny: “In 1995, after a painting session with my 5 year old, I combined some scraps of dyed wool and some left over ink and my first woolly sheep picture was born. This led on to making cards at the kitchen table and, with much encouragement from my husband, I approached a local shop who loved them. Gradually I could see the glimmerings of a little part time business developing.”
Buzz: How did you take your business to the next level?
Penny: “In 1998 I made a big decision, to attend a trade show. I was truly surprised and happy with the buyers’ reactions. I came home and realised there was a lot to learn. I enrolled onto all sorts of classes and got completely out of my comfort zone with networking. My previous life as an archaeologist had not prepared me for running a business; it was a world away from excavations and flint tools! At first I attended lots of trade shows, targeting different areas and gradually I honed it down to the ones that worked best for my products.”
Buzz: What were the biggest challenges in setting up your own business?
Penny: “During these early days I started supplying some rather lovely retailers. I found it wasn’t as difficult to help buyers make their selections as I had feared. All that frightening networking must have helped! Some of those early customers have stayed loyal and supported me and my woolly animals over so many years, and I cannot thank them enough.”
Buzz: How has your business changed over the years?
Penny: “The business took off slowly and gently while I found my feet in this new world, and juggled with family life. Today I still work from home, in a garden studio. However, there is now a little team who help make and pack all the cards, and studio staff who keep the wheels turning and the orders going out. I think, and hope, that we are a happy, hard-working bunch; having a tiny team has enabled me to grow the business to a level I’m very happy with.”
