Features Industry Profiles

Steven Gimbelman, President
Designer Greetings Inc.
Edison, N.J.

1. When and how did you start working in this business?
Designer Greetings was founded in 1982 by my father and mother, Jack and Vickie Gimbelman. My sister, Fern, and I began helping my parents as small children — sorting cards and counting envelopes when we were toddlers — and grew into the business.

2. What is your signature style?
The strength of Designer Greetings is that we offer more than 21,000 everyday and seasonal greeting cards, in addition to boxed and packaged notecards, boxed holiday cards and a complete gift wrap line. The breadth and depth of our greeting card line is intentional to appeal to a wide variety of tastes from traditional to trendy. This variety creates happy retailers and consumers alike.

3. What are your most popular stationery offerings?
Unconventional, sometimes irreverent, trendy alternative cards are all the rage, and it’s the newest additions to Designer Greetings alternative line offerings that are generating excitement. There’s Funny Side Up, our newest, side-splittingly hysterical humor line; Exposé, a clever combination of photographs and verse that tickle the funny bone or touch the heart; and contemporary, sassy woman-to-woman line, Chitchat. Traditional designs are time-honored, but alternative cards add spice.

4. Please share the direction your line will be taking.
We are placing a greater emphasis on value-added treatments, boutique handmade cards and innovative merchandising solutions.

5. What are your top three tips for success?
1. Listen and be responsive to our all-important retail customers and sales representatives.
2. Always deliver value — the absolute best, high-quality product at reasonable retails.
3. Appreciate and treat our staff and retail partners like family.