Greeting card designer The London Studio is shifting its business toward a licensing model to allow founder and artist Soula Zavacopoulos more time for creative development.

The studio's first move was to appointed JELC as licensing agent for its greeting card brand The Wisdom of Kids, which has already signed several licensees including Gemma International (cards), Blueprint Collections (stationery and gifts) and Brown Trout (calendars and organizers).

Now the company has signed a licensing agreement with Saffron Cards & Gifts for all of its other current ranges.

“I have known Soula for a number of years and always admired her creativity and marketing flair," says Paul Steele, managing director, Saffron Cards. "This new partnership is a great fit as Soula’s style is so different, yet complementary to our own, and we both share the same values when it comes to quality, design and first-class customer service.”

Saffron will now offer a host of new greeting card ranges featuring designs from The London Studio portfolio.

“I love designing card ranges, but my time is often eaten up with so many other jobs," says Zavacopoulos. With Paul and his team taking over the sales and publishing side of The London Studio, it will allow me more time to concentrate on the creative side of the business and on designing new ranges, which is the part I love the most.”