As part of Spring Fair’s Love Letters to Retail, we’re celebrating the people, passion and creativity that make the retail industry so special. From independent businesses and emerging brands to the people helping others find their feet, every story offers a different perspective on what makes retail worth falling in love with.

In this letter, Adriana, Founder of Greetings Lab, shares why supporting emerging creative talent is so important to her, how Spring Fair is helping the next generation of greeting card publishers grow, and why retailers play such an important role in keeping creativity alive.

1. Why do you partner with Spring Fair? 

Spring Fair is such an important meeting place for our industry. It brings together the retailers, buyers, brands, suppliers and emerging talent that make the home and gift sector so special. For the Home & Gift Association, the partnership gives us a brilliant opportunity to champion our members, create meaningful connections and make sure businesses of every size can access the insight, opportunities and support they need to grow. 

2. What are you most excited for at Spring Fair in 2027? 

For me, it’s the energy of bringing the industry together. 2027 feels like a real opportunity to celebrate creativity, innovation and resilience across retail, while helping buyers discover the businesses and products shaping what comes next. I’m especially excited that Gift of the Year will be in its live judging stage during the show, bringing buyers and judges right into the heart of discovering and recognising some fantastic new products. 

3. What can buyers expect from the HGA activation area and GOTY showcase? 

We want the HGA activation area to feel useful, welcoming and full of discovery. Buyers can meet the HGA team, connect with the wider industry and find out more about the businesses, initiatives and opportunities we’re championing. Alongside that, the Gift of the Year showcase and live judging will put brilliant products firmly in the spotlight, giving buyers another reason to stop, judge and discover something new and connect with the people behind the products. 

4. What’s your top tip for buyers visiting the show for the first time? 

Come with a plan, but leave space to be surprised. Some of the best discoveries happen when you step away from your list, explore a new aisle and start a conversation with a brand you’ve never met before. And definitely wear comfortable shoes! 

5. Your Love Letter to Retail 

Retail has never just been about products on shelves. It’s about people, livelihoods, dreams and the courage to keep going. 

It’s the independent retailer unlocking the door every morning, not knowing exactly what the day will bring. It’s the buyer who spots something special and gives a new brand its first opportunity. It’s the designer with an idea scribbled on a piece of paper, the maker who turns it into something real, and the supplier who takes the leap of faith to bring it to market. 

Behind every product is a story. Behind every order is a business. And behind every business are people who care enormously about what they do. That is why I love this industry. 

Retail has faced extraordinary change, and I know it isn't always easy. But time and again, I see this industry adapt, innovate, support one another and come back stronger. Trends change, technology changes and the way we shop changes, but the human connection at the heart of retail remains irreplaceable. 

So this is my love letter to the buyers who take a chance, the retailers who create places people want to visit, the brands brave enough to start, the established businesses that continually reinvent themselves, and every person working behind the scenes to keep this remarkable industry moving forward. 

You don't simply sell products. You create discoveries, memories, opportunities and livelihoods. 

And I feel incredibly lucky that the HGA gets to stand alongside you, champion you and play a supporting part in your story. 

If you like what you've seen here, why not join us in person for the retail event of the season? Spring Fair runs from 7-10 February 2027 at the NEC, Birmingham. Register for free here, and join our newsletter for the latest updates before the show.