Winter 2025 - 6

EDITOR'S LETTER
Many Paths, One
Destination
I
t's hard to believe that 2025 marks the
16th installment of Makers to Watch.
I introduced it back in 2010 to bring
attention to those who bring excitement
to the stationery category, but, much
like Mickey Mouse in " Fantasia " and all
those dancing broomsticks, it's taken on
a life of its own!
Granted, I have modified the annual
feature over time. Last year I changed
its name from " designers " to " makers "
to reflect our evolving lingo, and for
several years now, each frontispiece is generated by a maker featured
in the previous year. How I wish I had thought of that in Year 2!
More importantly, however, I think our collective concept of success
has changed. Namely, no two people define it quite the same - so
success stories are actually all around us, you just have to know how to
" read " them.
For Ali O'Grady of Thoughtful Human, her plastic-free, plantable
cards are but a tool to help others honestly communicate in
challenging circumstances. Meanwhile, Jasmin Foster founded Be
Rooted so that women of color could authentically see themselves
reflected in the category.
In a similar vein, Brigida Swanson built Yardia upon five core
values: nature, creativity, empathy, belonging, and harmony. These
inform her brand's messaging and path, but also reflect her personal
values, the ancestral values of her CHamoru heritage, and to the
Pacific Northwest culture in which she was raised.
While the criteria and path to success varies so much, every last maker
tells a distinctive story. I hope you enjoy getting acquainted with this
year's class - and following their careers - as I am super proud of every
last one!
But the annual accolades don't end there. Presented in conjunction
with Gift Shop® Plus, the Gift + Stationery Spotlight Awards honor 12
individuals impacting the industry with exemplary leadership, vision
and innovation. It's composed of retailers, manufacturers, designers,
sales managers and executives. All were nominated by their peers, and
then carefully selected by our editorial teams as well as a few previous
winners. Enormous thanks to Carlos Llanso for taking on the task with
his trademark gusto - and then even consulting with me as I assembled
this year's crop of Makers to Watch!
Read about that special dozen at giftshopmag.com/spotlight2025 -
and I am inviting you to join me in Atlanta on Thursday, Jan. 16, at
10 a.m. to celebrate them! Enormous thanks to ANDMORE and Gift For
Life for sponsoring the breakfast event. Please RSVP here: giftshopmag.
com/spotlightRSVP - and I very much hope to see you there!
Until next issue,
EDITORIAL
EDITOR-IN-CHIEF
Sarah Schwartz
216-577-4821
sarahs@greatamericanpublish.com
MANAGING EDITOR
Ellen Wagner
616-520-2161
ewagner@greatamericanpublish.com
EDITORIAL DIRECTOR
Carly McFadden
616-520-2164
cmcfadden@greatamericanpublish.com
ADVERTISING SALES
PUBLISHER
Brian Virgona
616-520-2140
brianv@greatamericanpublish.com
PRODUCTION
SENIOR CLIENT SUCCESS
REPRESENTATIVE
Jolan Godfrey
616-520-2148
jgodfrey@greatamericanpublish.com
ASSOCIATE CREATIVE DIRECTOR
Amanda Mackey
616-520-2157
amackey@greatamericanpublish.com
CREATIVE DIRECTOR
Allison McKenzie
616-520-2142
amckenzie@greatamericanpublish.com
CIRCULATION
AUDIENCE DEVELOPMENT MANAGER
Becky Stovall
616-520-2138
bstovall@greatamericanpublish.com
CORPORATE
CFO
Deb Carnes
616-520-2169
dcarnes@greatamericanpublish.com
COO & CMO
Kim Baker
616-520-2135
kbaker@greatamericanpublish.com
CEO
Matt McCallum
616-520-2133
mmccallum@greatamericanpublish.com
STATIONERY TRENDS
ADVISORY BOARD
Daniel Collier
Daniel Richards
Chandra Greer
GREER Chicago
Grace Kang
Pink Olive
Jennifer Kattalia
Paper Source
Jennifer Luna
Paper Luxe
Dennis O'Brien
DesignWorks Ink
Julie Smith
Design Group Americas
George White
Up With Paper
Audrey Woollen
Urbanic Paper Boutique
6 Winter 2025 | STATIONERY TRENDS
Photo courtesy of Sarah Sloboda
http://www.giftshopmag.com/spotlight2025
Winter 2025

Table of Contents for the Digital Edition of Winter 2025
