GCA podcasts – capturing greeting card history to inspire the industry of the future
The Greeting Card Association’s podcast series is a look at key greeting card designers, publishers and individuals whose passion, drive and talent has influenced and shaped the history of our industry.
It is hoped that listening to those who have made a major contribution to our industry talk about their journey, and advice they’d give their younger self, will help and inspire the next generation of our wonderful industry.
GCA Meets – Leonard and Issy Smith of Leonard Smith Publishing
Leonard Smith’s travelling and enjoyment of photography, plus a frustration in being unable to find the cards he wanted to buy, led to a career in the greeting card industry.
Leonard speaks to GCA CEO Amanda Fergusson about a school trip to London, busking and an arctic expedition to Greenland, all of which helped to set the direction of his career. He also shares a real insight into how he got the business off the ground and the importance of getting and listening to customer feedback at every opportunity.
Leonard, with girlfriend, and later wife, Issy’s help, built a team and grew the business – starting with the church congregation at Issy’s parents dining room table!
Husband and wife team Leonard and Issy share their business story, and lots of top tips. They give an insight in the challenges of starting out, the opportunity offered by the government Enterprise Allowance scheme, taking about visiting retailers on their honeymoon and 50,000 green envelopes!
They speak about how they grew the business, taking on premises and sales agents as the orders grew, and the move into supplying retailers nationally in the UK and exporting, while continuing to focus on and grow their business with independent retailers across the UK.
After 36 years in business they speak about how they started working with Teal Press, and have now moved the business to a point where again they can concentrate on doing the things they enjoy.
Timeline
- 1985 Leonard’s first range of eight 5×7 photographic greetings cards
trading as Lens Ideas. - 1986 Issy and Leonard get married, her job keeps them financially stable
- 1987 First trade event ‘Profitable Greetings’, Brighton
- 1988 Exhibited at Spring Fair (the first of 31 years without
a break) - 1989 Photograph and publish a bespoke range of cards for Royal Botanic
Gardens Kew - 1990 First export orders with Issy helping at trade shows
- 1995 Sales across the UK to retailers, begin selling to
multiples via a broker - 1997 Convert redundant farm buildings into tailor made warehouse and
office space - 2002 Establish Leonard Smith Publishing Ltd, staff of 7 with 18 sales agents
- 2003 Develop Notecards range and other gift stationery
- 2005 Switch from film to full frame digital cameras
- 2020 Discussions with Teal Press about handing on order fulfilment and
production - 2021 Conclude transfer of greetings card stock and production to Teal Press
- 2024 Continuing to work with Teal Press advising with new designs and
enjoying photography
Leonard Smith Publishing
Leonard Smith are the makers of fine photographic greeting cards and beautiful gift stationery. The eponymous Len Smith is a passionate photographer whose skill and attention to detail, along with a love and understanding of card sending, has built a business supplying retailers across the globe.
GCA member Teal Press are now responsible for selling and distributing Len’s beautiful cards.
Len’s work has been a mainstay of our trade for many years and it’s a privilege to be the day-to-day custodians of the brand
Mark Sayers, Director Teal Press Ltd
Listen to the Podcast
Available on Spotify, Amazon Music and other platforms. Just search for “Talking Cards with Industry Leaders“.