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Nowhere does a sense of what I’m going to be covering for the next year come more alive to me than it does each year at National Stationery Show (NSS). Walking the rows this year, I was struck as always by the wide, rich variety of design sources and social expressions.

So on the one hand, the luxe market seems to be flourishing, as evidenced by the plethora of boxed invitations (that is, invitations that are mailed, not sold, in a box), while on the other, it wasn’t unusual to see letterpressed cards adorned with text-friendly terms like BFF or LOL. Both these products are at the cream of their respective crops, but these are two completely different creatures, with two very different customers.

This can make my job of trying to make sense of it all a bit confusing at times. However, it’s not so much a matter of trying to understand how the market can support these two extremes, but rather realizing that there is a niche for everything. This very much parallels what’s going on in the world of apparel fashion, where designs “quote” seemingly any era, film or individual whim. There is an inherent understanding that not everyone will “get” it, but those who do will be instantly smitten.

The idea that there is an emotional connection of sorts between creator and end-user came up during my panel seminar at NSS on May 18, where I had the honor of moderating five very distinctive industry talents: Prentiss Douthit, Prentiss Douthit; Whitney English Kolb, Whitney English; Bonnie Marcus, Bonnie Marcus Collection; Leigh Standley, Curly Girl Design; and Jennifer Tatham, Night Owl Paper Goods.

One of the first questions I posed was “Where do you find inspiration?” While some looked to their passions or wanted to tell a story, one wryly commented, “Sometimes passion doesn’t cut it.”

All are right, of course: There are no hard and fast rules when it comes to what makes a given design succeed, which unfortunately doesn’t make the retailer’s job any easier. We are all (including me) at best guessing what is going to resonate with our clients. In the end, we can all benefit from the sage advice of Mr. Douthit, “Buy what you love, with an eye toward what is already selling.”

Hopefully this, our annual design issue, will help you do just that!