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An American Tale

In order to get a better understanding of the US Greetings Card Market, Giftware Association members Laura Darrington Design decided to submit one of their Christmas designs into the LOUIE’s, the annual event that celebrates the best cards in the industry from all over the world and often called ‘The Oscars of Greeting Cards’ The American equivalent of the UK’s Henrie’s.  Thinking nothing of it but hopeful for a win, they were pleasantly surprised with the outcome.
Fast forward five months and Laura Darrington and Ross Harrison, BD Manager, are sat in the Edison Ballroom, just off New York’s Times Square, hearing the company’s name getting announced as eventual winners, winning in the Christmas seasonal category.

Laura Darrington said of the win “It was hugely unexpected, but very satisfying nevertheless to know our product translates well ‘over the pond’. We are absolutely delighted and enjoyed the whole experience of an American Awards Gala”

In order to finance their trip, the company approached the DIT (Department for International Trade) who were more than happy to grant them the money to celebrate their success in winning. “We are so thankful for the DIT for funding our trip so we could go and collect the award in person and soak up the award atmosphere” said Laura.

On returning to the UK, they have been approached by a variety of American distributors who are keen to work with them, proving that it is worth entering various competitions and the amount of exposure that can be gained from them. Also proving how well a UK company’s designs do translate ‘over the pond’


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