Tell us about your company and/or your products.
The legend is Avanti got its start in 1980, when Rick Ruffner arrived at his first National Stationery Show in New York. Fresh out of college, he had noticed photographic greeting cards on a trip to Europe – in fact, Avanti is the word on Italian cross-signals that means move forward, which is exactly what he did! His small collection of photographic cards were an oddity at the show, but while everyone told him his concept would never work; his first four orders were placed that day. It set the stage for a quickly growing phenomenon. Rick’s brand evolved rapidly from his kitchen table in Detroit into a humorous style of colorful, clever story-telling that is now sold around the world!
What's your role at your company?
Over my 33 years at Avanti, I’ve worn many hats, but these days my focus is on bridging the gap between sales and product planning. I work closely with an incredible group of teammates - product developers, marketers, and our internal sales team to make sure we’re aligning the right product solutions with what our customers truly need. At the heart of it, it’s always been about the people - For me, that’s what makes my work so rewarding.
Why did you become a GCA member and tell us about your GCA experience so far.
Avanti has always prioritized GCA membership and is committed to keeping our industry vibrant and relevant. I’ve been honored to follow in the footsteps of Rick, Chip, Dave, and others at our company who’ve actively supported the GCA over the years. For me, it’s a meaningful way to give back to an industry that I love and a way to contribute to its continued growth. Plus, I love interacting with our greeting card community as well - The people are a bonus!
What inspired you to get involved in the greeting card industry?
I've always wanted to work in an industry that I was passionate about, and greeting cards felt like a natural fit. Relationships have always been at the heart of who I am, and before iPhones and social media, greeting cards were one of the most meaningful ways people stayed connected - and they still are!
What's something about you (a fun fact) that not many people know?
Nothing gets me moving like a good Polka! I’ve always loved celebrating my Polish heritage—the music, the food, and most of all, the people.
Lisa Engler
Avanti Press
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