The London Studio designs Theo Paphitis' Christmas cards

The London Studio designs Theo Paphitis' Christmas cards

Retail magnate Theo Paphitis has commissioned Soula Zavacopoulos, founder of The London Studio, to design the corporate Christmas card for his retail chains: Rymans, Robert Dyas, Boux Avenue and Red Letter Days.

The commission comes for the second year running, after the inaugural card designed by Soula last year 'went viral', receiving recognition and high praise from the media and from retail chain CEO's across social media.

Soula explains: “Theo and his team were very happy with my concept and design for the card, but what really took my breath away was how the recipients of the card responded. They took photos of it and posted the images onto social media sites like Twitter. They posted comments too, like the editor of Retail Week who said it was the best card she's had. It really meant a lot to me that my card touched so many people and they'd taken the time to photograph it and share it with others.”

Soula was excited to be asked to design the card again this year and has produced a six page Christmas card which folds out. Soula's concept was Jingle Tills where she has taken the well known carol Jingle Bells and humorously changed the words to relate it to retail cash tills jingling away during the festive season at Theo Paphitis' four retail chains.

The design reflects the fact that two of the chains, Ryman and Robert Dyas, are celebrating historic anniversaries, so the design of the card echos an antique feel, using deep burnt reds and an antique cash register, foiled with a matt gold giving an aged effect.

Soula worked hard to get the perfect finish for the card. “Theo's companies have printers they already use, but I wanted to work with my printer, PJ Print,” said Soula, “They print a lot of my cards for The London Studio so I know they always do a fantastic job. Theo knows the quality of my cards and trusts my expertise in this area, so he had no problem with me using my own printer instead. And they did a great job – Mark at PJ Print went the extra mile by providing samples of the card foiled in 4 different types of foil, so Theo and his team could easily chose which they preferred. Mark recommended the matt gold and that is what they chose as it really did look fantastic.”

The Christmas card will be sent out to almost 2000 of Theo Paphitis' business associates and contacts. “What surprised me is that Theo signs each card by hand. It takes him a long time as there are almost 2000 cards, but he prefers the personal touch of writing a Christmas card himself. I still have the card he sent me last year, and if it were a generic printed message I may not have kept it, so I agree taking the time to sign each one means a lot more. Though after writing 2000 cards, I might worry about repetitive strain injury!” said Soula

Theo Paphitis has been a fan of Soula's creative work since her company, The London Studio won his SBS Small Business Award in 2011. Theo recently showed pubic support for Soula's award winning range, The Wisdom of Kids, by providing a testimonial for The Wisdom of Kids gift book published this summer. It's a humourous gift book featuring funny quotes from children, coupled with Soula's illustration and design work.

Theo loved the book and is even quoted on the front cover: “Love it, love it, love it!” The book is available now from Summersdale, one of the UK's top independent giftbook and humour publishers. For trade enquires about stocking The Wisdom of Kids please contact Nicky at Summersdale on T: +44 (0)1243 756 902 and E:, or for more information on the book and other Wisdom of Kids products such as cards and giftware, contact Soula at The London Studio on T: +44 (0)20 8933 0122 or E:

The London Studio will also be exhibiting at Spring Fair 2014 this coming February in Hall 4, stand H74. For more details and to view more of Soula's latest designs, visit

Posted: 22 March 2019

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