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Sara Alison, managing director of Wrapelope
Sara Alison, managing director of Wrapelope, talks to LaunchLab about the inspiration for her innovative gift wrapping solution, the pain inflicted by designers and manufacturers, and why she cosied up to household brand names.
Explain your business so my mum would understand it.
Wrapelope is a ready-made, re-usable giftwrap envelope. It's a wrapping solution that aims to make present wrapping in today’s time pressured world a breeze, rather than a chore.
Wrapelope is available in twenty bright and attractive designs, is made of forest-friendly materials, and comes in a variety of sizes designed to sit comfortably in standard Jiffy bag sizes (or even a standard C4 envelope), making it the ideal add-on when you are picking friends' and family’s presents.
Since Wrapelope comes with a Velcro fastening, it offers the environmentally-concerned the ultimate in re-usability, its high-quality construction robust enough for a whole series of gift occasions.
Why did you start a business in the first place?
It was born from my own frustration of having to wrap a CD for a friend’s birthday. I wondered why there was not a ready made gift wrap that was really stylish to look at, which could be purchased in the same place as the CD.
What surprised you most about starting up?
How long the design and development stage is. It is crucial to work almost a year ahead as fashion dictates the trends that translate into gift packaging.
I always knew running my own business would bring with it a lot of responsibility but I wasn’t expecting all the worry that came with it. I have virtually lived and breathed this business for the last 3 years. Having said that I absolutely love it with a passion.
Was there anything you would do differently now?
Finding the right manufacturer was difficult so I think now I would swiftly move on if I didn’t feel that the commitment was there from the beginning.
I would be a lot stricter with deadlines. Nevertheless, through all the frustration I felt, it gave me a much better understanding that, with the print industry, you really need to be clear and concise in your directive.
By the time I met my current manufacturer, GI Solutions, I was better prepared. I was also lucky that they stood head and shoulders above any company I had previously been involved with.
What was your strategy at launch, and have you stuck to it?
I knew that the Wrapelope concept was a good one. In 2006 I came up with the idea of a CD-sized 
(originally called CD Wrap) which was stocked nationally by Virgin.
Sales outstripped those of similar products across their 102 stores. As music downloads grew in popularity, I decided to expand the product offering so drew up plans to create Wrapelopes in four different sizes.
The next step for me was to find a manufacturing partner that was as enthusiastic about the product as I am and understands the importance of eye-catching design, as well as quality print.
I found all this in GI Solutions and since the start of our relationship in 2008, we’ve really pushed the boundaries in terms of design and manufacturing.
An important part of my strategy was to ensure that I had a well known household name stocking Wrapelope before the official launch.
At the beginning of the year, Lakeland snapped up the product and became the first major retailer to stock Wrapelope in the new sizes.
What’s been your biggest hurdle or stumbling block so far?
Being too trusting in business. You expect that companies you deal with are like yourself - honest and straightforward. I pay far more attention to the detail and don’t take anything at face value.
…And your luckiest moment?
Meeting GI Solutions particularly the MD Paul Thomas. From the word go he embraced Wrapelope and all my new innovative gift wrap ideas.
To have a company that size with years of experience in the packaging industry endorse the innovations felt brilliant.
I could move forward with exciting new developments, secure in the knowledge that the quality of the Wrapelopes and gift boxes would be of the highest standard.
Where are you now with the business?
Since launching Wrapelope at the Top Drawer exhibition in September, I’ve been talking to a number of high street retailers interested in the product.
I’ve also just launched a new range of collapsible gift boxes. They are robust, come in a number of funky and seasonal designs and are easy to assemble. The great thing about the boxes is that because they are flat, they only take up a small amount of space in store and warehouses.
I am also in major talks with a buying group representing an American Distributor who is looking at my products for a number of potentially big retail opportunities. One of the UK’s largest charities is interested in stocking a range of gift boxes. There is also a very exciting licensing opportunity that I feel could be very big for us.
What does the future have in store?
As the envelopes and boxes are sturdily built and very design led, they become part of the gift – a special addition to the present itself. So we have a number of new designs in the pipeline for 2009.
I’m also looking to expand the bespoke service offering by working with the promotional industry on corporate gifts to provide a tailored, personalised gift for the client.
I will also be launching in the next three months two new innovations. One is for the gift wrap market; the other is digitally led and more a gift than a wrap.
I’m keen to give something back by running a design competition for fine arts and graphic design students.
The plan is for the winning design to be turned into a Wrapelope, giving students the opportunity to showcase their talent in a commercial environment.
What’s your best piece of advice for someone who’s about to launch?
Research, research and more research. I and some friends stood outside three Virgin Mega stores across the UK. I thought there was a gap in the market for my product but it was just as important there was a market in the gap.
Your idea or opinion only counts if there are lots and lots of potential customers who want it. Listen, and I mean really listen to everything a potential buyer discusses with you. All the business is right there in front of you if you really listen to what’s being said.
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