Sarah Laker’s energy earns National Stationery Week top award
Sarah Laker has proved she’s the boss in more ways than one as the multi-award-winning indie retailer brought her magic to National Stationery Week, which has been crowned Campaign Of The Year.
The accolade came from the BOSS Federation on Thursday, 28 November, when Stationery Supplies owner Sarah and NSW founder Chris Leonard-Morgan, who also launched the London Stationery Show, were on hand to collect the trophy – as can be seen in the video below.
“You know those moments in life that feel too incredible to be real? Well, that was last night! Someone pinch me!” Sarah laughed the morning after the British Office Supplies & Services Federation event at Birmingham’s Eastside Rooms celebrating excellence in the industry.
She took over organising the NSW campaign in 2023, and has been recognised for giving it a renewed energy, really focusing on solidifying the bonds between retailers and the stationery brands they stock, as well as the customers they serve.
The judges said there was “a clear buzz around this campaign in 2024 putting stationery back on the map”, and added: “Examples of engagement and traction across the industry with the week supporting the supply chain through multichannel marketing and stakeholder engagement.”
Sarah added: “The competition was fierce, with amazing campaigns from brands like Nescafé and Pukka Pads on the shortlist. For NSW to be recognised as the best campaign of the year in while of the stationery and office supplies industry is nothing short of extraordinary.
“But this achievement wasn’t mine alone. A heartfelt thank you to my daughter Molly, for her incredible scheduling prowess, and to the fabulous Max Publishing team for their unwavering support.
“I’m also deeply grateful to the brands who believed in my vision to revitalise NSW and sponsored the campaign, making it all possible. And finally, thank you to all the retailers, dealers, and stationery lovers across the country who brought this campaign to life.”
And she paid tribute to Chris, who founded the NSW campaign in 2012 and LSS in 2010, and was on hand for the BOSS win celebrations, adding: “Now, onwards to the 2025 campaign as we continue spreading the message that writing matters.”
Jakki Brown, managing director of Max Publishing which owns National Stationery Week and the London Stationery Show, commented: “It’s wonderful that all Sarah’s passion for NSW as well as the widespread support and ingenuity from our sponsors and retailer friends to spread the love about all things stationery were recognised by the judges.
“And the icing on the cake was Chris Leonard-Morgan, who instigated the week all those years ago, was there to go on stage with Sarah to collect the award. Here’s to next year’s NSW being even better!”
Sarah was also one of the finalists in the Independent Retailer Of The Year category – which she’s won for the past three years on the bounce for her stores in Marple and Wilmslow but was pipped to the 2024 title by UOE Stores, which has nine branches in London, Herts, and Surrey.
UOE offers a full post office service alongside an extensive collection of stationery, greeting cards, crafting and gifts, and CEO and postmaster Elliot Jacobs said: “We’re honoured and delighted to have won the award – it’s so amazing to be recognised for our achievements. The entire team are thrilled.”
