Lorna Syson: Printed.com Competition Judge and Top Drawer Wholesale Mentor

I was delighted to be invited to join the judging panel for the Printed.com Creative Springboard Competition, helping to discover and support emerging British stationery designers.

As well as judging the competition, I took on the role of wholesale and exhibition mentor, offering one-to-one guidance to the three winning businesses as they prepared to exhibit at Top Drawer, London, for the very first time.

The winners were Emmy Lupin Studio, Imogen Davis Design and Wild Living UK, three independent creative businesses with very different design styles, but a shared ambition to grow their brands and introduce their products to more retailers.

Having founded my own design business, Lorna Syson, in 2009 and exhibited at more than 30 trade shows across the UK, Europe and North America, I was excited to share my experience and help these talented designers take their next steps into the wholesale market.

What Was the Printed.com Creative Springboard Competition?

The Printed.com Creative Springboard Competition was launched to support independent British designers and stationery businesses following the challenges of the pandemic.

The competition attracted approximately 250 entries, with three winning businesses selected to exhibit at Top Drawer

The prize included:

• A sponsored exhibition space at Top Drawer, Olympia London.
• £1,000 towards printed products, samples and exhibition materials.
• PR support through PR Dispatch.
• Marketing advice from the Printed.com team.
• One-to-one wholesale and exhibition mentorship from me.

The competition was divided into two categories: Spotlight, for businesses established for more than 12 months, and Rising Star, for businesses that had been trading for less than a year.

I joined a judging panel that included Nicholas Green, founder of Printed.com, Jana from The Completist and Veronica Dearly.

It was wonderful to see so much originality and creativity among the entries, particularly at a time when independent businesses had faced such uncertainty.

Meet the Printed.com Creative Springboard Winners

Emmy Lupin Studio – Spotlight Winner

Emmy Lupin Studio was the winner of the Spotlight category.

Emmy was a self-taught, illustrator creating colourful, bold and decorative artwork with positive and empowering messages.

Her illustrations had a distinctive personality, combining beautiful colours, playful compositions and inclusive themes.

I was particularly impressed by the way Emmy had developed such a recognisable illustrative style. When judging the competition, I described her work as having:

“A great illustrative style that empowers and is also inclusive.”

At the time, Emmy had mainly been selling her products online and was hoping to move into wholesale, getting her greeting cards and illustrated products stocked in physical shops.

Winning the Printed.com competition gave her the opportunity to meet retail buyers face-to-face and introduce her work to a completely new audience.

Following Top Drawer, Emmy spoke about how inspiring it had been to meet other independent businesses, receive feedback and gain confidence in her products and pricing.

For me, Emmy’s work demonstrated how important it is to develop a strong, individual design identity. A distinctive style can help products stand out in a busy retail environment.

Imogen Davis Design – Rising Star Winner

Imogen Davis Design was one of the two Rising Star winners.

Based in the South West of England, Imogen created illustrated products inspired by nature, the outdoors and a sense of adventure.

Her work particularly appealed to me because of our shared interest in the natural world. My own wallpaper, fabric and stationery collections have always been influenced by British wildlife, birds, flowers and the countryside.

What I loved about Imogen’s illustrations was their storytelling quality. Her wild swimming collection had a wonderful sense of movement and freedom.

During the judging process, I said:

“I really love the way Imogen tells stories within her work, her wild swimming collection makes me want to get out and enjoy the water! Her ‘Dive into the Unknown’ print is my favourite.”

Imogen had already identified Top Drawer as one of her business goals for 2021, so winning the competition allowed her to achieve that ambition much sooner than expected.

She developed a range of illustrated stationery and paper products, including wrapping paper, drawing on her background in textile design and pattern.

After exhibiting, Imogen described the experience as a confidence boost, particularly seeing her work displayed professionally and connecting with other businesses.

She also spoke about how useful the preparation and guidance from industry professionals had been before the show.

It was lovely to see another designer with a textile background developing her illustrations into commercially viable stationery products.

Wild Living UK – Rising Star Winner

Wild Living UK, founded by Stephanie Bertenshaw, was the second Rising Star winner.

Stephanie launched her business during lockdown, creating stationery products exploring themes of spirituality, wellbeing, mindfulness and sustainability.

Her designs were rooted in ideas about positivity, human connection and living more thoughtfully.

I loved that Wild Living had such a clear purpose behind its products. Creating a successful brand isn’t simply about following trends; it’s about developing a collection that reflects your values and connects with your customers.

For Stephanie, Top Drawer was a huge opportunity to introduce Wild Living to the wider stationery industry.

Having started her business during the pandemic, she hadn’t previously experienced exhibiting at a major trade show.

Following the event, Stephanie reflected on the importance of looking at an exhibition from the buyer’s perspective.

Retailers want to understand the story behind a brand, but they also need practical information, such as bestselling products, price points and minimum order quantities.

This is something I strongly believe in when helping designers prepare for wholesale.

My Role as a Wholesale and Exhibition Mentor

One of the most rewarding parts of the Printed.com Creative Springboard Competition was being able to offer one-to-one mentoring to the winning designers.

Having a beautiful collection of products is only one part of building a successful creative business.

To sell wholesale, designers also need to understand how independent retailers work, how to price their products profitably and how to present their collections professionally.

When I started Lorna Syson in 2009, I had a first-class honours degree in Textile Design from Loughborough University, but I had to learn the commercial side of running a business through experience.

Over the years, I’ve developed collections of greeting cards, wrapping paper, wallpaper, fabrics and home accessories, selling to independent retailers and larger businesses in the UK and internationally.

I’ve also exhibited at Top Drawer, PG Live, Home & Gift Harrogate, 100% Design, Tent London, Maison & Objet in Paris and trade shows in New York.

Through my mentoring role, I was able to share practical advice about preparing for an exhibition and making products ready for wholesale.

Preparing Products for Wholesale

One of the most important things for a new stationery business to understand is wholesale pricing.

Retailers need to make a profit when they sell your products, but designers also need to cover manufacturing, packaging, delivery, overheads and their own time.

We looked at the practical considerations involved in preparing a collection for wholesale, including product ranges, pricing, order quantities and how to make it easy for retailers to buy.

A beautiful design might attract a buyer’s attention, but a clear and commercially sensible wholesale offer helps turn that interest into an order.

Preparing for a First Trade Show

Exhibiting at Top Drawer for the first time can feel overwhelming.

There’s the stand design, product presentation, printed catalogues, price lists, packaging and the challenge of talking confidently to retail buyers.

Having exhibited at so many trade shows myself, I know how much preparation goes into making an exhibition successful.

I wanted the winners to feel confident talking about their brands, understand the information buyers would need and make the most of the opportunity Printed.com had given them.

Building Relationships With Independent Retailers

Another important part of wholesale selling is developing relationships.

Trade shows aren’t simply about taking orders on the day. They’re about meeting potential stockists, introducing your brand and creating connections that can develop over time.

Following up after an exhibition can be just as important as the event itself.

One of the biggest lessons I’ve learned from running my business is that great design attracts attention, but good business practices help build lasting wholesale relationships.

Top Drawer: The Winners’ First Trade Show

Top Drawer took place at Olympia London

The three Printed.com winners exhibited their collections alongside the printing company, giving them an opportunity to meet buyers, connect with other creative businesses and experience the wholesale industry first-hand.

The feedback from the winners afterwards was incredibly positive.

Emmy Lupin Studio found the experience inspiring and gained confidence in presenting her products.

Imogen Davis Design enjoyed meeting other businesses and seeing her work professionally displayed.

Stephanie from Wild Living UK valued the chance to connect with like-minded people and learn more about what retailers wanted from independent stationery brands.

It was wonderful to see the designers taking their first steps into this part of the industry.

Why Mentoring Other Creative Businesses Is Important to Me

I started Lorna Syson in 2009 with support from The Prince’s Trust.

At the time, the country was in a recession and finding paid design work after university was difficult.

I decided to create my own opportunities by launching a design business, initially specialising in surface pattern design for interiors before expanding into stationery.

Since then, I’ve learned an enormous amount about manufacturing, wholesale pricing, trade shows, marketing and running a small independent British business.

But I’ve also made mistakes, changed direction and had to adapt to an ever-changing retail market.

That’s why I’ve always enjoyed helping other independent designers.

Sometimes the most useful advice comes from someone who has already experienced the challenges you’re facing.

Being invited to judge the Printed.com Creative Springboard Competition and mentor the three winners felt particularly special because I had received business support myself when I first started.

It was a lovely opportunity to give something back to the creative industry.

Looking Back at the Printed.com Competition

Looking back at the 2021 Printed.com Creative Springboard Competition, I’m proud to have been involved in an initiative that helped three independent creative businesses take such an important step.

Emmy Lupin Studio, Imogen Davis Design and Wild Living UK all brought something unique to the competition, and it was a pleasure to support them as they prepared for their first Top Drawer exhibition.

Having spent more than 17 years building Lorna Syson, I know how much hard work goes into developing a creative business.

I also know how valuable encouragement, practical guidance and opportunities to meet retailers can be.

The experience reminded me why supporting independent designers and small British businesses matters so much.

And it was lovely to share some of the knowledge I’ve gained along the way.

Why I’m currently taking a pause from trade shows

My love for trade shows runs deep, but I’m currently pausing the trade shows for a while, learn more on my instagram post

Lorna x

Frequently Asked Questions

Who were the winners of the Printed.com Creative Springboard Competition?

The three winners were Emmy Lupin Studio, winner of the Spotlight category, and Imogen Davis Design and Wild Living UK, winners of the Rising Star category. All three were awarded places at Top Drawer in September 2021.

What was Lorna Syson’s role in the Printed.com competition?

British designer Lorna Syson was a competition judge and provided one-to-one wholesale and exhibition mentorship to the three winners, helping them prepare for their first major retail trade show.

What is Top Drawer London?

Top Drawer is a leading UK design-led retail trade show held at Olympia London. It brings together independent brands and retail buyers across stationery, greeting cards, gifts, homewares and lifestyle products.

How do you prepare stationery products for wholesale?

Designers should establish profitable wholesale pricing, develop a cohesive product range, prepare catalogues and order information, decide on minimum order quantities and ensure products are packaged and ready for retail.

Why is wholesale mentoring useful for small creative businesses?

Wholesale mentoring helps independent designers understand pricing, trade shows, product presentation, retailer expectations and how to develop sustainable relationships with stockists.