Paperchase has instigated a trial of naked cards in al of its stores involving three of the retailer’s best selling card ranges. The results of the trial are to be reviewed before any decision is taken as to whether this approach is to be adopted across more card ranges.
Last September, as part of its mission to minimise its impact on the environment, Paperchase issued revised Product and Packaging Guidelines for suppliers. This covered the substrates used for the packaging (of the actual products as well as shipments) and even how samples are submitted to the buyers for consideration.
“We already only accept FSC or recycled paper and are now trying to reduce the use of plastics across our entire production process. In particular any plastic packaging or single use plastic,” stated Emma Clooney, Paperchase’s greeting card buyer.
It is not only movements on its environmental sourcing that is changing at Paperchase as there have been changes too to the retailer’s buying team.
While Frances Burkle is now product director, Tish Bas has been promoted to head of buying. Tish now heads up all of Paperchase’s buying teams, which comprise 27 people in total.
Following the departure of senior card buyer Hazel Walker (who joined Waterstones recently), Natalie Alexander has been appointed senior buyer of cards and wrap at Paperchase. Natalie has been a member of the Paperchase team for the last five years, latterly as senior buyer for gifts.
“Having come from the gifting side of Paperchase the card industry is a whole new world for me so I’m really excited to get learning within my role… I’m taking the mantra of ‘no question is a stupid question’ a bit too literally to make sure I’m absorbing all I can. Paperchase is so renowned for its cards that I’m keen to make sure we continue pushing the boundaries, finding the innovation and keeping our customers happy,” commented Natalie.
PG Buzz put Natalie on the spot about her life, loves and loathes.
What do you love about cards? “The instant connection the customer can have with them – the way that you can see a card and think it’s just perfect for your best friend, partner or family member. It makes it a really fun area to buy, thinking about not only the customer, but also the recipient and what their relationship may be.”
What is your fave type of cards? “That would have to be the humour ranges and how this area is constantly moving and evolving. It makes reviewing submissions extremely entertaining!”
What other retailers do you love? “The Conran Shop, for its gifting range and Christmas decorations; West Elm, for the glorious homeware and & Other Stories, for their prints on clothing.”
What three words would your best friend use to describe you? “Outgoing, adventurous and creative.”
What are your guilty pleasures? “A mid-week glass of wine and Grey’s Anatomy.”
A flying carpet awaits, where do you want to go? “Back to Canada, I had a fab adventure holiday there a couple of years ago and I’d love to go back to explore some more.”
What trait do you most like in people? “Honesty, being considerate and a good sense of humour!”
What trait do you least like in people? “Selfishness, dishonesty and self-righteousness.”
What makes you laugh? “Sarcasm and a good pun.”
What TV or film do you really rate? “Big little lies – season 2 is out soon…!”
What did you want to grow up to be as a child? “A PE teacher… although I’m not sure I’d have the patience for it now!”
Top: Paperchase is trialling the reactions to stocking unwrapped cards in its stores.
