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Born and raised in Kansas, just down the road from Hallmark’s headquarters, Meredithe Stuart-Smith transformed her passion for design into a global party brand. Now a trailblazer in the party supplies industry, the story began when, as a child, she would stick cards she designed in her window in the hopes that a Hallmark employee would notice. By the 1980s, she began crafting handmade cards at her kitchen table, sparking the birth of Meri Meri.
Fast forward nearly 40 years, and Meredithe now has 85 employees in the US and UK, and a global brand that is sold in over 80 countries. With an unwavering commitment to quality and a unique blend of timeless magic and creative charm, Meredithe's creations have become synonymous with stylish celebrations.
Left; Meredithe Stuart-Smith in her Cheltenham-based head office. Right; Lulu, Meredithe's trusty canine companion.
How childhood inspired her
“I spent most of my childhood in a fantasy world; I created it all with drawing, cutting, and pasting. While I was always sporty, I loved making things the most. From a young age, I was drawing girls like me and dressing them in clothes inspired by trends. As a child of the 60s with a mother and grandmother who loved fashion, it was always a part of my life. When I wasn’t making things or running around outside, I was playing dress-up in my mother’s closet. Visiting my grandmother was the most fun. She had a walk-in closet just for her shoes. When I was older, we wore the same size. She used to say, “Would you like to go shopping in my shoe closet?” I sure did!"
Perseverance is key
“It was extremely hard to be a woman in business in the 80s and 90s. But I had an advantage, in that no-one thought I was going to be successful. I was selling handmade greetings cards, and I didn’t look like competition. That helped me. When I started, there really were no handmade greeting cards in the market. I was living in Los Angeles at the time and was selling my cards door to door, making enough sales to get things off the ground.”
Left; Meredithe Stuart-Smith in 1990 with actor Mariette Hartley at the Louie Awards, hosted by the Greeting Cards Association. Between 1987 and 2005, Meri Meri won 81 Louie Awards, setting a record for any company. Right; Meredithe's desk in Cheltenham.
Staying one step ahead
“I heard a rumble in the early 2000s that the internet was coming. More handmade greetings cards were coming on to the market and our sales were sinking. That’s when we went into children’s party products. There was a big gap in the children’s party market for more inspiring and better-designed party products. I knew we could flourish. Technology is always advancing, and you must embrace it. Innovate and adapt, otherwise you’ll get left behind.”
How to deal with copycats
“We have no choice but to innovate. We’re like, ‘Bring it on!’ While I don't always have the next idea exactly when I'm supposed to, I always see it coming and it pushes me on to the next thing...I don't know how to run a business without growing it. I'm opportunistic. I'm always looking for that hole. And I'm a survivor; you can knock me over and I just get up – I don’t have an alternative.”
The perfect setting
“To create, you need a creative space. Good lighting is key and everyone needs some sort of individual space. Our studio in Cheltenham, UK, is in a converted Victorian warehouse. It is an expansive lateral space with a lot of original features. We have rooms filled with fabric, ribbon, glitter, sewing machines and all sorts of papers. We have a big laser cutter and giant printers.”
On England
“It took me a minute to fall in love with my husband and another to fall in love with England. I love so much of the culture, the architecture, the countryside dress code, the celebration of intellectuals and the importance of education.”
Meredithe’s idea of a dream party
“I have a beautiful summer house on the coast of Downeast Maine. My dream party is a big lobster dinner on the beach in front of my house. Long tables covered in cloth by Molly Mahon. I would have lanterns all the way down the hill to the water and loads of candles on the table. Guests would be met with a signature blueberry cocktail. We would have steamers to start, lobster to follow, and pavlovas for pudding.”
How Meri Meri makes dreams come true
“A box of fancy dress and a few props help create the environment for never-ending imaginative and expressive play. I believe that is when the magic happens. We love to help facilitate that. And having a beautiful fabric doll to play with is very special too. I love all of our rag dolls. I think they are all charming and I love their clothes. They are the dolls I wish I had.
Meredithe’s letter to her 20-year-old self as told to Holly & Co:
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