GCA Podcast – Leonard and Issy Smith, Leonard Smith Publishing

GCA podcasts – capturing greeting card history to inspire the industry of the future

Talking Cards with Industry Leaders, 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.

With girlfriend, and later wife, Issy’s help, Leonard built a team and grew the business – starting with the church congregation at Issy’s parents dining room table! The husband and wife team 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!

The couple 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.