Gift Focus - Nov/Dec 2018 (Issue 110)

What made you decide to set up your business? It was back in December 2015 that I started Back Pocket Notebooks off the back of another side project I had been working on for three years. I had always wanted to create pocket notebooks, and I did a set of Responsive Web Design notebooks to go along with the RWD Weekly newsletter I was running. If these sold well, I had a few more ideas about some interesting covers that I wanted to pursue, and when I told my wife about it she said: “Well, if you’re going to create pocket notebooks, you should call it Back Pocket.” And thus the brand was born. I often get asked why I continue to do physical notebooks when the rest of my life is all about the web and digital. I find it enjoyable, and it’s a completely different set of challenges that come with physical products. By thinking more analogue and the constraints that physical products and printing provide, it gives me insights into other techniques I can use for the digital work that I do. I’m also lucky that, with my digital background, I can work towards bringing some of that to the analogue experience as well. Can you describe your current product offering? As the name suggests, we offer a range of notebooks that can fit into your back pocket. You could also use your front pocket, shirt pocket, bag pocket, fanny pack or simply carry it around in your hand – we’re not dictating! I’ve had a lot of requests to release a couple of the designs in an A5 size, and I’m beginning to test just how big “pocket-sized” can go. I think you’ll see something happen in that space shortly. How has the range evolved? Are there any plans to expand into other product areas? While I was at the London Stationery Show this year, I had a few questions from judges about how I decide what new designs and cover concepts should be chosen. A way that we choose the next product line is when I find something that I’m really interested in and would like to share that knowledge with others. For example, I love space and the universe, so the Night Sky and the Solar System sets were joys to research and create. The other way is when I see something that inspires me and I can see a chance to bring that into the notebooks. The SpaceX notebooks were developed as part of that process, and the Coffee Cup notebooks came about after I’d created a set of custom notebooks for a conference using the Extract Paper and then saw Rob Draper speak at a conference about his creative process, upcycling and his work on used coffee cups. How do you market your business? Badly! One approach that I’ve taken that I enjoy is finding new amazing artists on Instagram and offering them a set of our plain Kraft notebooks. The only thing I ask in return is honest feedback about how the notebooks perform for their style, but what I often get back are posts of their art in them, which is just amazing. I also speak to as many independent stationery stores as possible when I travel. I always have a few sets with me, and I ask whether they would like to stock them, and this personal, honest, upfront approach seems to work well. You were one of 12 winners of the London LaunchPad competition earlier this year – what was that experience like? Amazing. A friend of mine recommended that I enter the competition, yet with the deadline approaching I almost didn’t get around to it. How foolish that would have been?! I had never done a stationery trade show before, and fortunately, I had a friend who was a seasoned pro at this stuff to give me some pointers. My wife was a huge help as well. The opportunity allowed me to make a few new stationery friends, and it was great to hear about their successes and failures as well. Having customers come up to your stand was amazing, and off the back of those two days I picked up two large online stationery suppliers, secured our Sun notebooks in the Science Museum, and opened the doors to buyers from some of the larger brick-and- mortar stationery suppliers in London and the UK. What have been the main highlights and challenges for the business since you started? A main highlight, other than being chosen as a LaunchPad winner, has been winning the Good Design award at the Stationery Show for our collaboration with Rob Draper, using the GF Smith Extract paper made from recycled coffee cups. I’ve always loved space, so I was over the moon (pun intended) about getting one of my products into the iconic London Science Museum. The final highlight, and probably the most satisfying, has been seeing how different people use the notebooks via emails and social media. There are some amazingly creative people out there, and I love the idea that they’re creating on something that I had a tiny part in. As a business that started as a small side project the biggest daily challenge revolves around trying to fit stock strategically in the house, the loft and in the garage without getting in the way of my wife. Fortunately, the boxes go out as quickly as they come in! What are your hopes for the future? I will continue to expand the range of pocket notebooks that we stock as I find inspiration for the covers. I’m enjoying the continued growth of our custom notebook options, which are proving popular with conferences and design agencies. I’m also working on extending the traditional analogue notebook into the digital age – not so much in terms of capturing notes but more around enhancing the experience. Hopefully I’ll be able to share more in the new year. Justin Avery, owner of Back Pocket Notebooks, shares his story of the stationery business so far putting pen to paper Back Pocket Notebooks justin@backpocket.co backpocket.co 106 giftfocus