Last Sunday (8 September) saw Sarah Ward, ceo of the Giftware Association, interview Mark Jones, commercial director at Gisela Graham – and chair of The Giftware Association – on the RetailRevealed stage at Top Drawer.
Mark shared his journey in business, his role at Gisela Graham, and insights into navigating industry challenges. With over two decades in the giftware industry his experience spans both the retail and wholesale sectors.
Introducing him, Sarah told the audience: “Mark Jones’ career in giftware, from starting out in retail to leading one of the industry’s major players, offers valuable lessons in resilience, adaptability, and the importance of listening to customer needs. As commercial director of Gisela Graham, his role involves balancing the strategic direction of the company while addressing the operational challenges that arise in an ever-changing business landscape.”
How did your career in gifts begin Mark?
“It began with a family connection—my sister ran a small shop in Worcester. At the time, I was working in the corporate online world and noticed a gap in how giftware was presented online. Together with my sister, we launched a successful business, Occasions Retail, focused primarily on Christmas products.
“Eight years ago, I was approached by Gisela Graham to join their team as the lead on their number one online account. This coincided with a personal life change, my wife had just had a baby, and the opportunity presented a chance to return to London.”
What are your responsibilities as Gisela Graham’s commercial director?
“I oversee several critical areas within the company, including managing the sales team, handling import logistics, and running the company’s website. The role is far-reaching and covers all aspects of the business that face outwards, from customer service to shipping logistics. While the job requires a focus on setting company strategy, operational involvement is often necessary due to external crises such as shipping delays or the effects of COVID-19.
“One of the biggest challenges since COVID is the unpredictability of the business. Year-on-year consistency is no longer a reality. We are constantly adjusting to new crises, whether shipping-related or supply-chain issues.”
How do you measure success?
“Gisela Graham looks closely at order values, repeat customers, and overall sales growth across territories. Ensuring that the products are consistently meeting consumer demand is paramount.
“The product must sell. If it doesn’t move off the shelf. No amount of marketing can make up for that. We track everything from first orders to customer return rates. A product that doesn’t sell is a failure.”
What’s your current view on trade shows?
“There is a need for a return on investment (ROI) from trade shows, given their substantial costs. While trade shows are not as large as they were pre-COVID, they are still critical for connecting with new entrants in the industry and showcasing new products.
“Although the trade show landscape has changed, we still need them. Buyers need to touch, feel, and see products in person. It’s the best way to judge quality and trends.”
What have been the biggest challenges over recent years?
“The shipping crisis has been one of the biggest challenges. The soaring costs of transportation and delayed deliveries put significant strain on businesses. During the height of the crisis, Gisela Graham put someone on the ground in China to manage the situation and ensure that products arrived in time for the Christmas season.
“Another key challenge has been navigating shifts in consumer behaviour, especially during and after the pandemic. During the pandemic, consumers were willing to spend more on larger ticket items, but with the rising cost of living, customers have become more price-conscious, requiring a shift in product offerings.
“It’s therefore important to be flexible and meet the needs of your customers. In uncertain economic times, offering a broader range of affordable products can be the difference between success and failure.”
How are you implementing eco-friendly practices when many Christmas products involve materials such as glitter?
“We are eliminating plastic from all consumable products such as napkins, crackers and candles. We also focus on ensuring that our Christmas decorations are of a high enough quality to be reused year after year, reducing waste.
“We’re doing what we can, and where possible, we offer ranges that don’t involve plastic or glitter. We all care about sustainability, and it’s about making small, meaningful changes where we can.”
What’s currently in the pipeline for the company?
“International expansion is a key opportunity for Gisela Graham. While the company has traditionally been UK-focused, the team is exploring new markets abroad to expand their reach.
“Christmas comes every year, and trends may change, but our focus remains on being creative and bringing fresh ideas into the business. Expanding internationally is one of our key focuses going forward.”
Top: The Giftware Association’s ceo Sarah Ward in conversation with Gisela Graham’s commercial manager, Mark Jones, on the RetailRevealed stage at Top Drawer.
