Spring 2022 - 97

ONE LAST THING
Left: To help others embrace its mission,
Cardthartic created this " cheat sheet. " Circle 309.
Above: The Meanings of Life butterfly design 1532
was the result of a virtual " cardie collaboration. "
Circle 310. Right: Steven's favorite art print is the
Meanings of Life 3050-1012/Anemone by artist
Joanne Friar. Circle 311.
Three distinctive lines are available,
each with its own look and voice.
The Passages line offers 409 designs
that marry " evocative images with
meaningful messages and is best known
for 'saying a lot with a little.' " This
successful, versatile line sells well in a
variety of store settings such as highend
stationery stores and gift boutiques.
Cardthartic's Little Reminders
collection offers 106 designs that
Stevens described as " wise, playful
and true. " The cards in this collection
feature colorful and light-hearted
designs that perform well
stores and gift shops.
in party
The Meanings of Life line features 155
designs that focus on popular symbols,
painted by watercolor artist Joanne
Friar, that have a special significance.
Stevens said the messages explain
both the provenance and popularity of
the symbol featured on the card. This
line is well-suited for museum stores,
garden centers, furnishing stores and
even apparel boutiques.
IN IT TOGETHER
Almost every message originates
from a note or feelings shared between
individuals. " Beyond the strength and
authenticity of our messages, what's
most different about Cardthartic may
be how much we believe in a winwin-win
way of doing business. The
clearest example of this is our In it
Together program, " she explained.
During the spring of 2020, the
direct-to-consumer business was very
successful. " Sales exploded because
stores were closed and rather than just
pocket the additional income, we saw
an opportunity to funnel it right back
to our retail partners so they might
ride it out, " she recalled.
The In It Together program allows
consumers to name a local Cardthartic
merchant so that Cardthartic " can
split the income with that retail
partner and give commission to the
rep as well. "
" The way we see it, we don't have
to share this income, we GET to share
it! It's the least we can do for the
store owners and reps we admire and
appreciate so much for their talents
and tenacity, " she emphasized.
Cardies adore the In It Together
program, as it allows cardies to " buy
local " in the sense that half of the
income from the purchase goes to the
selected retailer.
RETAIL PARTNERSHIPS
Cardthartic knows the importance
of retailers and before adding new
partners, it ensures there are no other
existing stores in the region that
would cause a conflict. As a perk,
new partners receive a free fixture
when product is purchased to fill it.
The fixture fits Cardthartic's card size
exclusively and provides merchants
a way to highlight that the cards are
Made in the USA and are printed
with soy ink on recycled paper. New
partners also receive a welcome
packet and access to Cardthartic's
social-media ready posts that can be
used on Facebook and Instagram.
Stevens recalled advice she
received: " Slow pockets equal slow
money. " She feels this advice also
benefits retailers. " We've seen too
many buyer/owners select product
they like and then keep it on the shelf
long after it's proven it simply doesn't
turn, " she said. To assist retailers and
help them avoid keeping product that
doesn't move, Cardthartic created its
Full Exchange Program for retailers
to utilize because " when a pocket
doesn't sell through - when the cards
are slow-moving - income is slowed,
too, " Stevens stated.
Cardthartic values its retail
partners and the challenges they
have faced over the past few years.
" We are blessed to see the best of
humanity every day, " Stevens
explained. " I would encourage them
(retailers), on their darkest business
days, to consider that they are valued
and appreciated more than they will
ever know.
GIFTSHOPMAG.COM 97
http://www.GIFTSHOPMAG.COM
Spring 2022

Table of Contents for the Digital Edition of Spring 2022
