Mark Jones' Journey to Commercial Director at Gisela Graham: Insights from the Fireside Chat

In a recent fireside chat, hosted by Sarah Ward, CEO of the Giftware Association, Mark Jones, the Commercial Director of Gisela Graham, shared his journey in business, his role at Gisela Graham, and insights into navigating industry challenges. With over two decades in the giftware industry, Mark's experience spans both retail and wholesale sectors, offering valuable lessons for industry professionals. Here's a summary of his journey, key responsibilities, and insights into how he balances strategy, operations, and industry trends.

From Retailer to Commercial Director

Mark's career in giftware began with a family connection—his sister ran a small shop in Worcester. At the time, Mark was working in the corporate online world and noticed a gap in how giftware was presented online. Together with his sister, he launched a business, Occasions Direct, focused primarily on Christmas products. Over the next 10–15 years, this business thrived, allowing Mark to establish his presence in the industry.

Eventually, Gisela Graham approached him to join their team as the lead on their number-one online account. This coincided with a personal life change—Mark’s wife had just had a baby, and the opportunity presented a chance to return to London. Fast forward, Mark has now spent eight years at Gisela Graham, working as Commercial Director and expanding his expertise on the wholesale side of the business.

Responsibilities as Commercial Director

As Commercial Director, Mark oversees several critical areas within the company, including managing the sales team, handling import logistics, and running the company’s website. The role is far-reaching and covers all aspects of the business that face outwards, from customer service to shipping logistics. He notes that, while the job requires a focus on setting company strategy, operational involvement is often necessary due to external crises like shipping delays or the effects of COVID-19.

"One of the biggest challenges since COVID is the unpredictability of the business. Year-on-year consistency is no longer a reality. We are constantly adjusting to new crises, whether shipping-related or supply-chain issues," says Mark.

Measuring Success

When it comes to measuring commercial success, Mark emphasises the importance of product sales and customer retention. Gisela Graham looks closely at order values, repeat customers, and overall sales growth across territories. Ensuring that the products are consistently meeting consumer demand is paramount.

“The product must sell. If it doesn't move off the shelf, no amount of marketing can make up for that. We track everything from first orders to customer return rates. A product that doesn't sell is a failure,” explains Mark.

Trade Shows and Industry Trends

Gisela Graham is well-known for its participation in trade shows, which serve as a platform for brand exposure and product showcasing. However, Mark emphasises the need for a return on investment (ROI) from these events, given their substantial costs. He explains that while trade shows are not as large as they were pre-COVID, they are still critical for connecting with new entrants in the industry and showcasing new products.

“The trade show landscape has changed, but we still need them. Buyers need to touch, feel, and see products in person. It's the best way to judge quality and trends,” Mark notes.

Challenges and Opportunities in Recent Years

Mark highlights the shipping crisis as one of the biggest challenges in recent years. The soaring costs of transportation and delayed deliveries put significant strain on businesses. During the height of the crisis, Gisela Graham put someone on the ground in China to manage the situation and ensure that products arrived in time for the Christmas season.

Another key challenge has been navigating shifts in consumer behaviour, especially during and after the COVID-19 pandemic. During the pandemic, consumers were willing to spend more on larger-ticket items, but with the rising cost of living, customers have become more price-conscious, requiring a shift in product offerings.

“It's important to be flexible and meet the needs of your customers. In uncertain economic times, offering a broader range of affordable products can be the difference between success and failure,” says Mark.

Sustainability Efforts

Sustainability is becoming increasingly important in the industry, and Mark acknowledges the difficulty in implementing eco-friendly practices when many Christmas products involve materials like glitter. However, Gisela Graham is making efforts to eliminate plastic from all consumable products such as napkins, crackers, and candles. They also focus on ensuring that their Christmas decorations are of high enough quality to be reused year after year, reducing waste.

“We're doing what we can, and where possible, we offer ranges that don’t involve plastic or glitter. We all care about sustainability, and it’s about making small, meaningful changes where we can,” Mark adds.

Looking Ahead

Looking to the future, Mark sees international expansion as a key opportunity for Gisela Graham. While the company has traditionally been UK-focused, the team is exploring new markets abroad to expand its reach.

“Christmas comes every year, and trends may change, but our focus remains on being creative and bringing fresh ideas into the business. Expanding internationally is one of our key focuses going forward,” concludes Mark.

Mark Jones’ career in giftware, from starting in retail to leading one of the industry’s major players, offers valuable lessons on resilience, adaptability, and the importance of listening to customer needs. As Commercial Director of Gisela Graham, his role involves balancing the strategic direction of the company while addressing the operational challenges that arise in an ever-changing business landscape.

Whether navigating global crises or responding to shifts in consumer behavior, Mark’s calm, strategic approach ensures that Gisela Graham continues to thrive. His insights serve as an inspiration for professionals across the industry.