In The Media
Commentary, campaigns and conversations around independent retail, greeting cards, customer behaviour and shopkeeping culture.
Commentary, campaigns and conversations around independent retail, greeting cards, customer behaviour and shopkeeping culture.
Sophie Edwards is co-owner of More Than Just a Gift at Narborough Hall, creator or Petimo greeting cards and founder of Smart Shopkeeper Club and The Shopkeeper Journal.
Her campaigns, commentary and ideas around independent retail have been featured across trade press, regional media and broadcast platforms.
From greeting cards and visual merchandising to customer behaviour and independent retail culture, Sophie is passionate about championing practical, thoughtful support for shopkeepers rooted in real shop floor experience.
BBC Radio Leicester Interview
I spoke to BBC Radio Leicester about the future of greeting cards, customer behaviour and the importance of maintaining trust in postal services for independent retailers.
Greetings Card Association - Thinking of You Week 2025
I was really pleased to be featured on the Greeting Card Association's official Thinking of You Week blog. My role was to take this already brilliant, well-established campaign and help bring it to the next level - creating eye-catching, consumer-facing messaging that made it incredibly easy for independent retailers to get involved and spread the message further than ever before.
National Award Win - The Retas 2025 & Media Feature - Leicester Mercury
We were incredibly proud to have our Female Founders Month Campaign named Best Retailer Initiative at the Retas Awards, a national event celebrating the best in the UK greeting card industry. The Leicester Mercury covered our award win soon after, helping to share the story in our region.
Henries Awards Judge
I was invited to join the judging panel for the 2025 Henries Awards, the UK's most prestigious celebration of greeting card design and publishing. It was a privilege to help recognise some of the most creative, thoughtful and innovative card ranges in the industry.
Trade Feature - PG Buzz, GCA/PG Retailer Forum, August 2025
PG Buzz reported on the GCA/PG Retailer Forum in August 2025, where I joined other independent retailers and industry figures to share ideas and explore ways to better support shopkeepers through practical, collaborative campaigns.
Small Shop Summer Campaign, June 2025
Gifts and Home magazine featured the Small Shop Summer campaign - a free and ready-to-use marketing initiative I created to help independent retailers boost footfall and visibility during the quieter summer months.
Trade Feature - PG Buzz, July 2025
PG Buzz ran a feature titled 'Sophie's Boost for Shopkeepers', recognising the work I've been doing to help independent retailers show up with more clarity, confidence and community connection.
PG Buzz Female Founders
PG Buzz featured our Female Founders Month campaign as a standout example of how independent retailers can lead with purpose and creativity. The article focused solely on the initiative we ran at More Than Just a Gift, combining beautiful storytelling, strong visual merchandising and an ongoing commitment to celebrating women-led brands.
PG Buzz Best April Yet Feature
After our most successful April to date at More Than Just a Gift, PG Buzz featured the story behind it and how it led to the creation of Smart Shopkeepers Club, a platform designed to share the tools, strategies and insights that had worked so well in our own shop.
BBC Radio Leicester Interview, April 2025
In April 2025, I joined Ben Jackson live in the BBC Radio Leicester studio for an interview about the rising impact of retail theft and how small shops are being affected behind the scenes. We talked about the financial cost, the emotional toll on shopkeepers and teams and the quiet ways independent retailers are having to adapt.