New publisher moves mental health support brand into licensing thanks to PG Live meeting
Kick-starting a new business is enough for most people in a year, but Brilliantly Brave has capped a first appearance at PG Live with securing a licensing partnership just a few months after launch.
Only six months into the venture, the socially-conscious publisher’s founders Stuart Cox and Jean Pryde have expanded beyond greeting cards with a mission to help mental health by partnering with This Is Iris for licensing representation following their initial meeting at the PG Live trade show in June.
And the deal announcement follows Brilliantly Brave’s impressive showing in The Henries awards where the new brand secured six shortlist places, then a finalist’s spot in the Best Contemporary Trends category for its Gratitude Galore range.
Jean said: “We’re over the moon to be working with licensing director Sarah Lawrence and the team at This Is Iris. From our very first meeting at PG Live, Sarah’s enthusiasm has been incredible. She immediately grasped our mission and the potential of our brand. Her track record in the industry is impressive, but it’s her genuine support for our cause that makes this partnership feel so right.
“The recognition from The Henries was incredibly affirming. To follow that up so quickly with this licensing deal feels like a real validation of our approach and the appeal of our brand beyond just greeting cards.
“In the long term, as our licensed products gain traction, we’ll be able to channel more profits into the community support that’s at the heart of what we do. It’s about creating a virtuous cycle where commercial success directly translates into greater social impact.”
Brilliantly Brave’s unique business model channels 100% of profits into community mental health initiatives, effectively turning greeting cards into catalysts for community wellbeing. Each card sold helps fund vital services such as counselling sessions, support groups, and mental health first aid training.
Stuart explained that the aim is for the licensing partnership to significantly boost the brand’s profile and awareness by exploring opportunities in calendars, stationery, homeware, and beyond, with each new product category offering a chance to reach more people with the message of support and positivity.
And the deal means Brilliantly Brave will be making its debut at Brand Licensing Europe, which takes place at London’s ExCeL on Tuesday-Thursday, September 24-26, on the This Is Iris stand AD06.
Stuart, who is also behind greeting card and gift brand I Like Birds, a previous finalist in BLE’s License This! competition, added: “I’ve seen firsthand how powerful licensing can be as a brand accelerator. It’s not just about getting our designs on to different products, it’s about expanding our reach, building brand recognition, and creating new opportunities for engagement with our audience.
“Every licensed product becomes a new touchpoint for our message, a way to normalise conversations about mental wellbeing. And, crucially, it allows us to generate more funds for vital community initiatives. We’ve approached our designs with ‘licensing ready’ in mind from day one. Each of our ranges has been crafted not just for greeting cards, but with the potential for extension across various product categories.
“Between our design and mental health expertise, Sarah’s industry knowledge, our easily relatable well-wishes to wellbeing causes and the creativity of great licensees, I’m certain we’ll be able to create some fantastic products that not only look good but do good too.
“We’re thrilled about the possibilities this partnership opens up. From our first meeting with Sarah at PG Live to now, it feels like we’re on the cusp of a really special relationship. We can’t wait to see our messages of support and encouragement reaching people through a whole new range of products.”
To register for Brand Licensing Europe click here.
