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At the heart of this year’s Stationery Week campaign was the award-winning Sarah Laker, who once again led the charge

CREDIT: This is an edited version of an article that originally appeared in the April issue of Dealer Support Magazine

Renowned for her presence on social media, Sarah once again played a pivotal role in the campaign’s success.

Speaking to Dealer Support, Sarah reflected on the campaign’s achievements, the joy of stationery and her incredible 20-year journey in the industry as the week ended.

After 20 years in the business, what still surprises you (if anything!)?
How much people love stationery. An awful lot has changed in the last 20 years, for example, social media wasn’t even a thing back in 2005, but even with all the crazy progress of this digital age, people still really love stationery. The connection of sending a greeting card, or putting your thoughts down in a journal, means people are emotionally connected to it. I don’t just sell stationery; I’m part of people’s lives and milestones. They come to the shop to soak up the atmosphere, and that is simply amazing.

Will this year’s National Stationery Week feel extra celebratory for you?
Every year is special in its own way, and I’m now in my fourth year of coordinating the week, which has grown into something the whole industry can get behind. The energy and love for stationery surrounding National Stationery Week grows each year, and this year is already looking like it will reach even more stationery-loving consumers than ever before. Definitely a cause for celebration.

What’s something you wish more people understood about independent retail?
That it’s not just a business; it’s a commitment to a community. Independent retailers wear a lot of hats: buyer, merchandiser, accounts, sales, marketing, cleaner. All of that shows how much we genuinely care about our shops and our customers. We create spaces where people can experience knowledgeable, friendly and caring customer service, which you just don’t get online. Every purchase helps support the shop, which in turn supports the community around it and that is really powerful.

What are you looking forward to most about the London Stationery Show this year?
The people, without a doubt. The London Stationery Show is one of those rare moments where the whole industry comes together in one place. It’s a chance to discover new products, spot trends, and have those face-to-face conversations that you just can’t replicate over email. There’s always a real buzz about it.

What’s the one piece of advice you’ve kept central to your life? (Personal or professional)
Probably to just keep going. Retail can be tough, and there are always challenges, but consistency and resilience really do count. You don’t have to have all the answers, you just have to keep showing up, adapting, and believing in what you’re building.

How will you celebrate another successful Stationery Week campaign?
I’m not very good at reflecting or celebrating, I’m always rushing onto the next thing. However, I do take a moment to thank the sponsors, retailers and customers who’ve supported it, and to note down what has or hasn’t worked well so we can keep improving the week. Having said that, I will definitely find time for a beer or two while I pause momentarily and reflect on what’s been achieved.