Editor's Letters Features Newsletter

It’s hard to believe that 2025 marks the 16th installment of Makers to Watch. I introduced it back in 2010 to bring attention to those who bring excitement to the stationery category, but, much like Mickey Mouse in “Fantasia” and all those dancing broomsticks, it’s taken on a life of its own!

Granted, I have modified the annual feature over time. Last year I changed its name from “designers” to “makers” to reflect our evolving lingo, and for several years now, each frontispiece is generated by a maker featured in the previous year. How I wish I had thought of that in Year 2! More importantly, however, I think our collective concept of success has changed. Namely, no two people define it quite the same — so success stories are actually all around us, you just have to know how to “read” them.

For Ali O’Grady of Thoughtful Human, her plastic-free, plantable cards are but a tool to help others honestly communicate in challenging circumstances. Meanwhile, Jasmin Foster founded Be Rooted so that women of color could authentically see themselves reflected in the category.

In a similar vein, Brigida Swanson built Yardia upon five core values: nature, creativity, empathy, belonging, and harmony. These inform her brand’s messaging and path, but also reflect her personal values, the ancestral values of her CHamoru heritage, and to the Pacific Northwest culture in which she was raised.

While the criteria and path to success varies so much, every last maker tells a distinctive story. I hope you enjoy getting acquainted with this year’s class — and following their careers — as I am super proud of every last one!

But the annual accolades don’t end there. Presented in conjunction with Gift Shop® Plus, the Gift + Stationery Spotlight Awards honor 12 individuals impacting the industry with exemplary leadership, vision and innovation. It’s composed of retailers, manufacturers, designers, sales managers and executives. All were nominated by their peers, and then carefully selected by our editorial teams as well as a few previous winners. Enormous thanks to Carlos Llanso for taking on the task with his trademark gusto — and then even consulting with me as I assembled this year’s crop of Makers to Watch!

Read about that special dozen at giftshopmag.com/spotlight2025 — and I am inviting you to join me in Atlanta on Thursday, Jan. 16, at 10 a.m. to celebrate them! Enormous thanks to ANDMORE and Gift For Life for sponsoring the breakfast event. Please RSVP here: giftshopmag.com/spotlightRSVP — and I very much hope to see you there!

Until next issue,