Yes people, Christmas is coming. Like Death & Taxes, it’s a certainty and it’s only 3 short months away.
And if you think we’re a bit early with the whole promoting the big C moment thing, then spare a thought for me – I’m typing this on the 20 August and Boy! Am I feeling Christmassy right now :). Because the new products have been designed through the summer, they’ve been sent to print and I pressed ‘upload’ about 10 minutes ago on the catalogue that I’ve spent the past fortnight completing. Thank heavens the heatwave came early this year; nothing quite like sweat dripping into your eyes when you’re looking at an image involving snowflakes.
Weird industry this one we call ‘gift’. We’re not an entirely conventional studio. I tend to launch to you people first rather than work with the retailers’ calendar, because it’s difficult to keep up. Some chain stores work on an 18 month timeline, which means that the ‘trends’ they set become self-fulfilling prophesies, something I find vaguely depressing. Other chains work a year in advance which is slightly easier so if I’m working on Christmas in July, they are too; it’s just for different years. Smaller chains tend to work two seasons in advance and then the lovely independents can have strategic plans in place or go from one stand to the next at a trade show with that wonderful look of ‘ooh shiny, go see’ expressions on their faces (they’re my favourite).
I don’t have the time nor money to produce two seasons a year. Because it takes me around 9 months to birth a new range and we all know how painful it can be – I wouldn’t want to put myself through more than that. 9 months to produce, proceeded by an enormous amount of trepidation and pain at launch, followed quickly on to starting the whole process again only 3 short months later (a pattern I started with procreation – it’s exhausting!).
So, seeds of inspiration are sewn during November and December, usually when standing on our patch at the Christmas shows selling our new products to all of you wonderful people. We don’t get much spare time at those shows, but everything is so busy and frenetic that it’s impossible to be diverted to anything but customer service and there’s something quite white-noisy about it that clears the head of all else. And that’s when the ideas start to percolate, because you can see what it is that everyone is going nuts over and which product lines are flying off the shelves.
Then Christmas happens and I don’t talk for the week in-between Christmas and New Year (I’m not kidding). And so it is that I ponder on those November/December ideas in January, just before a few trade fairs and possibly an award ceremony (if we’re lucky). And then onto logistics in around March/April. This process usually involves the gathering of a few samples – I don’t know why, but I find some comfort in looking at interesting bags and boxes that I’d like to incorporate into the new product which I then have to abandon because the costs are too high. I write detailed print specifications to have my printer quote the costs, then realise that I’ve underestimated how much printing in full colour on heavy card stock is, change my design to fit accordingly, have him re-quote to a more palatable figure and then, over the process of the design, slowly creep back to the original specification.
I then allow a further month for a crushing crisis of confidence.
So we get to summer and I have fun doing what I like doing best – writing, designing, drawing, messing about, colouring in, listening for a good month to the same album over and over and over. We’ve had Oh Wonder! (killed it, can’t really listen to it ever again), We’ve had Elbow (ditto), We’ve had Royal Blood, Maroon 5 and the dulcet soothing tones of Simon & Garfunkel, all now relegated and logged as the Sounds of Summer 20–.
I then allow a couple of weeks to tidy the office, catch up on some admin, think about doing some PR, get frustrated with social media, hate everyone and everything before returning back to the matter in hand, having a read through, making a few tweaks here and there and then sending the designs off to print.
And then, and only then, do I realise that I’ve left the print run too late to get the products back to photograph and into a catalogue that has to go to print before September. Kicking myself, I spend painstaking days ‘creating’ the products in Photoshop to, effectively, lie to you, the consumer, with an ‘artist’s representation’ of what the finished item will look like.
And we’re back to this morning, when I pressed upload to my Dropbox and watched the progress bar in a bit of a fug (it was 6am). And then I decided to write a blog about it as a really long-assed way of saying “Hey, our Christmas Catalogue is out!”
…. if you want a proper copy, email us with your address. In the meantime, you can just click on the front cover and you’ll be taken to those clever people at Issuu and an online version to peruse at your leisure.
…I’m off to my bed. I will be fully awake and functioning by the time you read this in, ummm, let’s see, a couple of months time…