Royal Connections

Belly Button’s 15 year milestone could not have come at a better time than on the same year as the Queen’s Diamond Jubilee.

To celebrate this we have designed a fabulous limited edition Jubilee print which will be framed with beautiful board by GF Smith Papers. They will be sent out to Belly Button customers, friends and suppliers. Progressive Greetings magazine have printed a wonderful piece about us and our history.

From small beginnings at Manchester Craft Centre and a Princes Trust Grant back in 1997 Belly Button reigns supreme in the world of handmade cards. With the first ever trade fair being at Spring Fair International in 1999 and having such a small stand – just 2m by 1m – the show was a huge success.

Since then Belly Button has gone from strength to strength with Rachel the founder and creative director making a journey of discovery into the card industry. Armed with years of knowledge she spoke last year at the GCA seminar primarily to talk to fledgling card designers about sales agents and getting into the industry.

“It felt really good to give something back to those just starting out. It was my way of returning a favour that Henry Butler, a publisher at the time, had done for me in my earlier days” says Rachel.

Back in the beginning, Belly Button enjoyed great success in the craft centre but had soon out grown the craft style environment when Rachel received her first big order in the shape of John Lewis with an order of 17,000 cards. Each card was made by hand and even involved elements of hand sewing! Rachel worked day and night to complete them realising that Belly Button was at a pivotal point in it’s life!

Today the Belly Button studios have changed in size but not in concept as each card is lovingly hand painted, embellished with jewels and sprinkled with glitter. Each one is unique and holds a tiny piece of the Belly Button magic.

The other side of Belly Button is the trio of Card and Gift Boutiques, two in Manchester and one in Norwich City.

“The retailing side has just happened, though I do not have the intention of opening any more. They do provide a great way of trialing new ranges and also enable us to offer a personalisation service.” says Rachel

Rachel is a great believer that the card industry should be given a bigger stage quoting ” … Anyone who dismisses greetings cards as not being an art form should take a look at a display of Five Dollar, Wendy Jones-Blackett, Caroline Gardner or Tracey Russell cards – and Belly Button.

So, while Rachel looks to the future of Belly Button with new ideas and ranges, she also celebrates Belly Button’s 15 year history and the Queen’s Diamond Jubilee by putting the finishing touches to the Limited Edition print!