On Thursday 1st October 2026, our current CEO, Amanda Fergusson picked up an Honorary Achievement Award at this year’s Henries Awards (The UK Greeting Card Awards) for her incredible 40 years in the greeting card industry.
We’re incredibly proud of Amanda and the huge contribution that she has made to our industry, in particular over the last 8 years as CEO of the Greeting Card Association. Earlier this year Amanda announced that she was stepping down as CEO at the end of this year to focus on other interests outside of the industry.
On the night, Jakki Brown, Co-Founder of Max Publishing, said:
“Our industry is well blessed with wonderful people who are experienced in retailing or publishing or marketing or selling or inspiring. Tonight’s recipient ticks all of these boxes and more.
While not quite born into this industry, they certainly were born with an entrepreneurial and leadership head on their shoulders. Right from a very early age they knew the value of learning from others, to not miss opportunities and to understand people and their businesses.
As a teenager they fell in love with greeting cards, not just as a sender, but as an enthusiastic front liner working in their local card shop while still at school. It was to ignite a fascination that has remained ever strong for four decades.
In the 1980s our recipient rode the crest of a wave, being instrumentally involved in one of our industry’s most phenomenal success stories. They had a hard task master, but also a true icon from whom they learned so much and never took anything for granted.
In the 90s they then grasped the opportunity to learn new skills, working with a multi-national greeting card business, honing their innate marketing, PR and media skills that have stood them in good stead to this day.
Their entrepreneurial roots then enticed them to join a family-business, playing a key sales role in elevating this leading brand to become not just adored by retailers but recognised by consumers as synonymous with design-led quality and innovation.
Then, a heavy load of a happy household of four teenagers led to them to taking the difficult decision to take a short sabbatical from our sector, though even then they squeezed some time as a volunteer on a prison monitoring board, and typically they managed to put forward a case for how greeting cards could help the prisoners’ mental health and connection.
After a few years, having maintained their links with the industry on the side lines, a growing yearn to give something back saw them leap right in at the deep end.
Eight years ago, I had the good fortune of arranging a meal at a Thai restaurant in Teddington. I shared some Tom Yum soup with her husband while dishing out some food for thought to her – to take up a key position that Warren and I agreed only she could do. She was rather taken by surprise, but thankfully heard me out.
The industry needed a top gun, someone who could champion its strengths, fight its corner, gain the ear of Government and forge links with relevant organisations. Not only that but to tame and herd the most difficult of beasts – greeting card publishers and retailers. We just knew she would be perfect.
Over the last eight years, she has taken the GCA to new heights. Her knowledge, dedication, emotional intelligence, structured and creative thinking and dogged determination has seen the UK Greeting Card Association achieve so much. Be it countering plagiarism, being heard on Royal Mail issues as well as gaining widespread media exposure, she never forgets the GCA is there for its members. She has put structures in place that will safeguard the association’s long-term future, putting the organisation on the global map and no mistake.
Caring as she is tough
Composed as she is passionate
Elegant as she is approachable
And sober when everyone else is tipsy.
God only knows what we’ll do without her.
As she now prepares to hand over the baton at the end of this year to embrace retirement, it gives me enormous pleasure to announce that the winner of the Honorary Achievement Award is the lovely, the wonderful Amanda Fergusson.”
Amanda then took to the stage, via an impromptu piggyback from Ben Hickman at Brainbox Candy, to an enormous standing ovation.
After the awards, Amanda continued to be picked up, as seen here where she’s celebrating her award by laying across the arms of industry ‘sailors’ David Nichols-Rice from Ricicle, Jamie Mitchell and Mark Callaby from Ohh Deer and David’s husband Steve.
Reacting to the news after the event, GCA Council Members said:
“A huge congratulations to Amanda on winning the Honorary Achievement Award — so incredibly well deserved! 🥂 I’ve absolutely loved working with Amanda and feel very lucky to have had the opportunity to work alongside her. She has given so much to the GCA and the greeting card industry, and it was wonderful to see her recognised in this way.”
“Amanda has been an exceptional leader of the GCA and we’re really going to miss her. This year’s Honorary Achievement Award felt like a homerun for Amanda because she truly does deserve it. She’s not only rebuilt strong foundations for the GCA, she’s built the whole house as well and I feel incredibly lucky that I got to work alongside her”
“Amanda has been a guiding light for me during my time with the Council; a steady hand at the tiller steering us all whilst also leading from the front. She’s just incredible! Winning the Honorary Achievement award hopefully cements how highly regarded she is in the industry and a lovely shiny trophy to take home will be a great reminder of her years with the CGA. She is going to be hugely missed!
“Amanda at the recent GCA Conference said, “understand what genuinely motivates people to be a great leader… and she does exactly that. An incredible leader for our Industry“
“Amanda is the ultimate professional. I’ve witnessed her ability to move with ease between a more corporate larger scale setting to a very informal, small scale and more casual environment. Her ability to be a chameleon is her secret strength. Over the last eight years she’s really transformed the GCA, making it a current and relevant trade organisation in 2026. One of my favourite moments was watching Amanda fill the whole Sky News desk with greeting cards (whether they liked it or not!) like the true champion and pioneer in the card industry she is!”
“Amanda has done such amazing things for the GCA – she’s grown our community and has been instrumental in so many initiatives that benefit our industry. I’ve enjoyed working with Amanda on the council so much and she’s going to be really missed by us all!”
“I would like to recognise the outstanding leadership of Amanda. Her dedication to championing our industry, fostering collaboration, and creating meaningful opportunities for members has been outstanding. Amanda’s contribution will be felt for many years to come and on behalf of everyone at Hallmark, I would like to congratulate Amanda on this well-deserved recognition. Her exceptional leadership of the GCA, combined with her passion for the industry and commitment to bringing people together, has benefited every part of the greeting card community. Amanda has been an inspirational ambassador for our industry, and we are delighted to see her receive the Henries Honorary Achievement Award.”
“The length of the standing ovation from her friends and colleagues bares witness to the affection and respect that this industry holds for Amanda. Whilst I was not holding her drink of choice namely a glass of hot water to toast her success I am so pleased for her and think she is the most worthy of winner of the ‘Honourable Achievement award. Amanda’s legacy will live on and she will be missed by us all”
“Amanda is a legend! She leaves the GCA in its strongest position in its 107 year history”
“Although I’ve only had the opportunity to work with Amanda more closely over the past year through some of the GCA sub committees, I’ve found her incredibly easy to work with. She brings such a wealth of knowledge and wisdom but shares it in a really generous and approachable way. The Honorary Achievement Award feels thoroughly deserved and a lovely recognition of everything she has contributed to the GCA and the industry.”
“The more I’ve got under the bonnet of the GCA, the more I’ve realised just how much of the infrastructure we now take for granted Amanda built from scratch. But perhaps her greatest legacy is the team and culture she created – even in her own moment of recognition at The Henries, her instinct was to make sure others who had contributed were thanked too.”
And GCA Marketing and Events Coordinator, Danielle McCarthy said:
“Amanda is a true inspiration. Her passion for the greeting card industry, unwavering dedication, and genuine care for the people within it have shaped our community for the better. I’ve loved working alongside her and learnt so much from her, I couldn’t think of anyone more deserving of this Honorary Achievement Award.”
Amanda officially leaves her role of CEO at the end of December and will be handing over the reigns to David Falkner from the 1st December.
