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TOTAL LICENSING AUSTRALIA
for our cards. By pure coincidence, it was in London that of both worlds. We know how much
we met Portal Aird Publications, now The Aird Group, an consumers love the Intrinsic brand.
Australian publisher located within 20 minutes drive from In terms of the future, it is our aim
our Adelaide home. Six months later, in 1999, we signed a to cement Intrinsic as a leader of
licensing agreement with Portal, which we still hold today. inspirational words and product
It was an exciting time. Having experienced the laborious categories. For us, Intrinsic is not just
job of hand making cards, it was amazing to see our first about products, it’s about being part
print run, where thousands of cards came off the press in of a community of people that look
just one hour. for inspiration and joy in their lives.
On the other hand, it was an uncertain time also, as When people are looking to inspire
our income dropped overnight. We were used to having their lives, we want them to think
complete control of our income, having learnt how many Intrinsic.
cards we needed to make each month. All of a sudden we Our future also involves further growth internationally,
weren’t in control of every aspect of our business and with the United Kingdom firmly in our sights. We receive
lives”. constant enquiries via our website from people in the UK
wanting to get their hands on our products. It makes sense
In terms of markets, territories and products, to us to respond to this demand, as well as branching into
how have you expanded your business since Europe”.
its early days in terms of markets, territories,
products etc? How big is Intrinsic now in terms of staffing?
Jamie Basheer: “Through our relationship with The Aird Jamie Basheer: “We have three full time staff and three
Group, we have grown our product range from 36 hand part time staff. Within the next couple of months we will
made cards to more than 100 greeting cards and 150 relocate our premises to a larger office space in Adelaide’s
pieces of stationery. We have achieved unbelievable sales in CBD, enabling us to grow our team.”
Australia and New Zealand and a loyal
group of fans. For the past four years, How far do you reach in terms of
we have focussed on obtaining licenses products? Do you exhibit at trade
in the United States market and have shows and where do you see your
signed new licensing agreements for our prime markets?
cards, as well as expanded our product Jamie Basheer: “Our products are available
range to include calendars, back to in Australia, New Zealand, the United States,
school products, social stationery and South Africa, Mexico, Singapore, Spain,
home products. In addition to the US Canada and as far away as Brunei. We have
and Australian/NZ markets we have exhibited at New York’s Licensing Show for
found opportunities in Spain, Canada, the past four years and this year will double
Mexico and The Philippines for a range our booth size. The US has been a prime
of product categories, including mobile market for us, and our next move is to
phone accessories and content. An establish ourselves in the UK and Europe
exciting adjunct of this international with suitable licensing companies that can
business is that Adèle’s messages have been translated represent Intrinsic. The Aird Group have also exhibited
into other languages, such as Spanish and just recently into some of our products at the Frankfurt Show recently and
French, for Canadian greeting cards”. received great interest from European countries”.

Where do you see your business now and, Finally, how do you view the future?
importantly, in which direction do you see it going Adèle Basheer: “One of our original goals remains true
into the future? and that is to establish a global presence for Intrinsic. Not
Adèle Basheer: “We see Intrinsic in a healthy position, only do we love to travel, which is a terrific offshoot of
having achieved many of the recent goals we set for international business, but as we have said before, we aspire
ourselves. For example, we wanted a card range in the US, to connect with and inspire people from
which we’ve done. We aimed to expand our product line, all over the world.
which we’ve done and we’ve also grown our web-based We would also love to publish a book of
community. my quotes which has been a continued
Every successful business should continually evaluate request from our customers over the
and seek opportunities for growth. We are currently years and from a personal point of view
reconsidering our manufacturing options, to gain more I would like to get out into the public
control over our distribution than we currently have arena and share the Intrinsic story to
with licensing. One idea is to establish both a licensing inspire others to achieve their dreams”.
and manufacturing arm in our business, to get the best
TLA33
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