How Cheeky Legends Turn Trade Show Leads into Long-Term Customers

Great products might catch someone's attention, but relationships are what build successful brands.

For Cheeky Legends, humor, consistency and genuine connections have helped turn a growing greeting card business into one of the UK's most recognizable independent publishers.

For this edition of Trade Talks Tuesday, we spoke with founders Arrthi and David about building a brand around personality, making the most of trade shows, and why following up is just as important as generating leads.

About Cheeky Legends

Founded by husband-and-wife team Arrthi and David, Cheeky Legends creates award-winning greeting cards and gifts packed with humor, personality and bold illustrations.

Known for their witty designs and distinctive style, the brand has quickly become a favorite among independent retailers across the UK, combining laugh-out-loud humor with high-quality design and genuine relationships throughout the gift industry.

Website: https://arrthi.com/collections/cheeky-legends

Cheeky Legends has built a brand around humor and personality. In a market full of great products, how important is it to make people smile?

Arrthi: I think it's incredibly important, especially today when there's so much bad news around. Everybody could do with cheering up.

David: Humor has always been part of who we are. Even our first wedding anniversary card was a joke rather than something romantic!

That's exactly what our brand is about. If we can make someone smile, we've done our job.

What changes in buyer behavior have surprised you most over the last few years?

Arrthi: I think it's how much relationship-building is involved.

When I first entered the greeting card industry, I expected it to be much more transactional. Instead, you meet retailers, stay connected through social media, see them again at trade shows and build genuine friendships over time.

David: Social media has completely changed that journey.

It's no longer just buying and selling. Buyers follow your journey, watch your business grow and become part of your story.

How has your definition of a successful trade show changed?

David: Orders are great—but they're only one measure of success.

Now we go to every show with very specific goals. Sometimes success means meeting one particular buyer or starting one important relationship.

In fact, The Gift Fair introduced us to two contacts that became some of the biggest opportunities we've ever had.

Those weren't immediate orders—they were relationships that helped shape our business for the following year.

Whether it's an online or physical trade show, you never know who you're going to meet.

You've generated over 100 quality leads through The Gift Fair. What do brands underestimate about turning leads into customers?

Arrthi: The follow-up.

Generating leads is only the beginning.

David: We actually received well over 100 leads, but what matters is that they were quality conversations.

Some buyers order immediately. Others might take six months or even a year.

The important thing is staying visible.

Keep emailing, keep sharing new products, invite them back to future events and continue showing up consistently.

That's how relationships become long-term customers.

What's the hardest lesson you've learned about growing a gift brand?

Arrthi: Finding the right supplier.

When we started, I wasn't happy with the quality or color consistency of our greeting cards.

Changing printer completely transformed the business.

David: As a small publisher, having a supplier you can trust removes an enormous amount of pressure.

If you're constantly worrying about production, it's difficult to focus on growing the business.

If you could give one piece of advice to a brand exhibiting at The Gift Fair UK for the first time, what would it be?

Arrthi: Market yourself.

David: Tell everyone you're exhibiting.

Use social media, email your customers and keep talking about it before the show starts.

People are much more likely to visit your stand if they've already seen your brand once or twice beforehand.

Key Takeaways

• Humor and personality help brands create lasting emotional connections.

• Successful wholesale businesses are built through long-term relationships, not one-off transactions.

• Trade shows are about far more than immediate orders—they create opportunities that often develop months later.

• Following up consistently is what turns quality leads into long-term customers.

• Reliable suppliers are one of the biggest foundations of sustainable business growth.

• Pre-show marketing is just as important as exhibiting itself.

As Arrthi and David's journey demonstrates, great brands aren't built by simply attending trade shows or creating great products. They're built through consistency, visibility and relationships that continue long after the event has finished.

Want to Reach More Retail Buyers?

Looking to put your brand in front of independent retailers like the ones featured in Trade Talks Tuesday?

Email events@xpofairs.com to book a demo and discover how The Gift Fair UK helps brands connect with qualified buyers all year round.