Full Spectrum

By  Dorothy Creamer, Editor-in-Chief
Springtime in New York City not only heralds the arrival of warmer weather, but it also indicates that once again the stationery and greeting card industry will be in full bloom as well! The 65th annual National Stationery Show (NSS) will take place from May 15-18, 2011 at the Jacob K. Javits Convention Center. As the premiere event in the paper industry, it will boast the debut of hundreds of new products, full collections not seen at other markets, professional development and exhilarating networking events.

The NSS attracts a diverse global attendance of buyers from stationery, card, gift and lifestyle stores; bookstores; fashion boutiques; bridal shops; hospital gift shops; party stores; department, chain and specialty stores; museum and gallery shops, large chains and “big box” mass retailers; online retailers and mail order catalogs; as well as importers and distributors.

The 2011 NSS will provide participants with the resources, education and opportunities to build their businesses in 2011 and beyond. “The National Stationery Show is unlike other markets in distinctive ways. Yes, it’s a tradeshow where buying and selling occurs, but, as the only event for this sector, it serves so many other purposes,” Patti Stracher, show manager, notes. “The NSS is an industry convention where all sides come together to build their businesses and do the critical networking and learning that supports this changing yet thriving industry.” 

WHO TO LOOK FOR
The NSS is always the place where both up-and-coming talents make their mark alongside industry veterans revealing the latest of their signature products. “Retailers need to keep their merchandise fresh and exciting.  Paper products are easily incorporated into most store environments, and immediately add design, fashion, trend and great profit potential,” Stracher notes. “Simply put, anyone seriously invested in social stationery or seriously considering doing so, needs to be at this Show each year.”

The Supply Side will be integrated as a division of the show comprised of finishing specialists, including die-cutting, die-making, foil/hot stamping, embossing, holography, lamination, packaging specialists, converters, paper manufacturers, specialty printing/thermography, production machinery, envelope manufacturers, custom displays/fixturing systems and other suppliers.

TRENDING FORWARD
The NSS is the premiere place for retailers to see what styles will be in fashion in the coming year. In partnership with Kate’s Paperie, The Paper Runway is a fashion exhibit that reinforces the paper-fashion relationship by showcasing paper dresses from cutting-edge fashion designers. Another element of The Paper Runway is the display of paper fashion and accessory designs created by visual merchandising and design students at New York City’s LIM College. These will incorporate products from NSS exhibitors.

The Trend Walkway and New Product Display will also be back this year to give attendees a glimpse of the best new items and design developments. The New Product Display also serves as the judging arena for the coveted Best New Product Awards. In addition, a “Delegate’s Choice” award will be selected by a group of VIP buyers, from among all entries.

AFTER HOURS
Beyond the show floor and after market hours, the excitement continues with wonderful events that will bring thousands together for networking, socializing and fun.

The Opening Night Party at Battery Gardens will be held Sunday, May 15 from 6:30 – 9:30 p.m. and is the industry’s top social and networking gathering of the year! The 23rd Annual LOUIE Awards, presented by the Greeting Card Association (GCA), will take place on May 16 at the chic Espace from 7 to 10 p.m. This year’s theme, Connection: It’s in the Cards, seeks to highlight the history of greeting cards while drawing parallels to the “always connected” society of today. With a new, fresh attitude the LOUIEs hope to revitalize the concept that despite the prominence of the digital age, the greeting card category is vibrant and strong. 

ONLINE CONNECTIONS
This year, the NSS will introduce its first mobile application, designed to help attendees navigate the Show more efficiently.  The NSS app will allow users to instantly search for exhibitors or products by name, product line, product category, or description, with results including company names and booth locations. In addition, the mobile app will provide details about NSS seminars, events and shuttle schedules, as well as the floor plan and an online Walking List – which can be created pre-show.