5 Takeaways from Noted: The Greeting Card Expo

After finally unpacking our bags and letting the dust settle, we're reflecting on five takeaways from our time at Noted:

1. We are part of a thriving community.There’s nothing quite like walking into a room buzzing with creativity, an “exhibitor” lanyard around your neck confirming you belong. (And yes, Rachel did switch out the standard-issue black lanyards we were given, hand-sewing our badges onto an on-brand red version she brought with her. It’s all in the details!) We loved meeting new makers whose work we adore and catching up with old friends from Rachel's time at the National Stationery Show in 2016 and 2017. Talking with seasoned veterans and sharing hard-won insights reminded us just how strong and generous this industry is. Seeing the Greeting Card Association’s almost-all-volunteer team in action showed us how much heart holds this community together. As the organization that puts on Noted, the GCA has been supporting our industry for 84 years, and we’re excited to become more involved and stay in touch with all the wonderful makers we met.

2. We have inspiring customers

Our retailers never cease to awe us with their creativity and ingenuity. They’re imaginative, resilient, and endlessly resourceful, bringing beauty to their communities even when the business landscape is tough. Talking with them face-to-face reminded us just how lucky we are to collaborate with such kind, thoughtful visionaries.

3. We have a great team.Most days, our team is split between the Fort Wayne studio and remote desks in Washington, Pennsylvania, and Argentina, waving at each other through Zoom squares. But being shoulder to shoulder at the tradeshow—Kristin, Athena, and Rachel all together—was a joyful reminder that Heartell is more than the sum of its parts. Our synergy makes the work feel lighter and brighter. Having done her first two trade shows solo, Rachel in particular, was gobsmacked by how much has changed for the better since this team joined forces.

4. Action brings clarity.

 The countless hours we poured into the details of creating a beautiful showroom paid off in more ways than one. The process gave Rachel fresh insight into her creative direction, illuminating the growing edges of her practice. It also helped identify which projects and possibilities can be gracefully set aside as we plan our next steps. Sometimes you only discover the path by walking it. 

 5. Preparation goes a long way. Two of us are alumni of Paper Camp, the program hosted by Katie Hunt of Proof to Product. (This isn't a paid ad, but we have to give credit where it's due!) Katie’s program gave us the tools to step into the tradeshow game with confidence. Rachel’s in-person experience in 2015 and Athena’s online participation this year paved the way for a smoother process, from pre-show prep to post-show follow-up. While we’re still waiting to see how the numbers shake out, we're already sure of one thing: the chance to put our cards directly into people’s hands and meet the wonderful folks behind the shops that carry Heartell products is priceless.