Fabulous wins the Henry Cole Classic at The Henries 2026

Twenty years after the first Fabulous card, DMA 01, went on sale, the range has won the Henry Cole Classic at The Henries, the greeting card industry's annual awards.

I was surprised, and incredibly proud to win. Even more so because the awards are voted for by card retailers from across the country, so to have my cards recognised by my contemporaries and the industry is a real honour.

It was an amazing, emotional evening. I didn't let the award out of my sight all night, and even thought about going to bed with it.

What is the Henry Cole Classic?

For those not in the industry, The Henries were launched by Progressive Greetings in 1996 and named after Sir Henry Cole, who introduced the first commercially produced Christmas card in 1843. The Henry Cole Classic is the award for a greeting card range that has stood the test of time.

To be eligible, a range must have been on sale for at least eight years and still be for sale when it enters. Each range can only win once, after which it joins the Henry Cole Classic Hall of Fame, alongside Bestie from Paperlink, Forever Friends from Hallmark, Ink Press from The Art File, On The Ceiling from Emotional Rescue, Photo Captions from Cath Tate Cards,  and Quicksilver from Wendy Jones-Blackett, to name just a few.

Seeing Fabulous added to that list is something I'm very proud of.

Twenty years of Fabulous

Fabulous has been at the heart of Dean Morris Cards since its launch in Spring 2006, setting the tone for what would become the brand's distinctive visual and editorial style.

Over the past two decades, the range has built up a catalogue of nearly 600 designs, with a carefully curated selection of around 170 currently available. It's a living range, regularly edited, refreshed and re-energised, with new designs introduced several times a year.

Despite this constant evolution, the original first design, "Fuck off back to economy", has never left the collection. It continues to be a core part of the business out of a mix of nostalgia, stubbornness, and because it still does exactly what it's supposed to do. It even earned a place in the "Noughties" section of the GCA's centenary celebrations.

Although the visual style has naturally shifted over time, the essence of Fabulous has remained unchanged: striking retro imagery paired with concise, punchy copy. That clarity of idea is what keeps the range feeling relevant.

Fabulous is often labelled a rude range, and while that reputation is well earned in places, it doesn't tell the whole story. Alongside the more outspoken designs sits a broad mix of playful, witty and accessible cards that appeal to a wide audience. It's always rewarding to see new stockists realise this and engage with the full breadth of the collection.

The cheekier designs are still very much part of the range's identity. They resonate strongly with customers looking for something less conventional: cards that reflect real relationships, humour and personality rather than traditional sentiment. And if they occasionally raise eyebrows, that's part of their charm.

Twenty years on, Fabulous remains a defining part of the business, and its longevity is something I'll always be proud of.

Thank you

Thank you to the retailers who have stocked Fabulous, some for many years, and to everyone who has sent one of these cards to a friend who needed a laugh. Thank you also to Progressive Greetings and the Henries organisers for a wonderful night.

I won't forget walking up on stage to collect the award and seeing the whole room standing and applauding. Truly an emotional moment, and a career highlight.

Browse the Fabulous range, or if you're a retailer who'd like to stock it, have a look at our trade site or get in touch.

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