About us

Heritage Art and Design was formed to add a point of difference to a marketplace swamped with ‘similar’ product and similar approach. Our consultancy, sales and publishing services are focused specifically on and driven by customer requirements.

The founders of Heritage Art and Design offer a wealth of experience in senior customer sales and service roles in the greeting cards and gifting industry.

Our aim is to understand our customers business, work with our customers to source, license, design, develop and market product with a view to forming long term partnerships to support their business aspirations with their customers’ requirements in mind.

Our sales team has close and long standing relationships with high quality key retailers who are looking for high quality imagery.

At the same time, we offer more than sales expertise. Our commercial creatives can advise you on how to get more out of your archives commercially, drawing on our knowledge of ‘on trend’ images, retailer ‘likes’, ‘loves’ and ‘dislikes’ in terms of imagery and products.

Being aware of display options and packaging are crucial to retail success – we can help with that too.

In an age when budgets are being squeezed we work with Museums, Trusts and Charities in their quest to further educate their target audience and increase business revenue income.

Please feel free to contact us.

The Management Team

Peter Goodman


Peter Goodman brings a wealth of experience with him having worked with in both the Greeting Card and Gift arena’s for some 37 years. With his background in sales he has held positions with Image Arts Of England (latterly Fine Art Graphics), The Bucentaur Gallery, Linden, The No Good Card Company, Hanson White Group (Xpressions Gift division) and finally with UK Greetings (Xpressions Gift division)

His position for the past 26 years has been that of Sales Director within the Gift sector.
In 2010 Peter started up Sales Management Solutions with colleague Mike Apicella and has worked with Clients such as Only 4 U Ltd (now Xpressions 4 U Ltd) and Pioneer Europe Limited.

In late 2015 conversations with ex colleagues opened up opportunities to work together again, the result of which is Heritage Art & Design Limited.

Mike Apicella


Mike Apicella has been in the card and gift industry for over 30 years bringing experience from both a buying capacity and sales. He opened greeting card stores in Kingston upon Thames and Basingstoke. He worked for Xpressions when owned by UKG (Parent Company American Greetings) as National Sales Manager with a team of Regional and Area Managers, for 25 years.

Following this, Mike and Peter Goodman formed Sales Management Solutions (Europe) Ltd, working as consultants within the industry for Pioneer Europe Limited and Only4U Ltd.

When Xpressions was purchased from UK Greetings in 2012, and Xpressions 4 U Ltd was formed, Mike's role was the Independent Sales Director with a team of 21 sales people.

Andy Lloyd

Sales Director

Andy Lloyd has been dedicated to sales within the greeting cards industry for over 30 years working for WN Sharpe, Hanson White, Gibson Hanson Graphics and UK Greetings.

Andy has held various sales positions, from territory sales to Regional Sales Manager and latterly as National Accounts Director. Andy has worked with most of the major high street retailers including Waterstones, Paperchase, WH Smith, Clinton Cards, House of Fraser and Boots.

Andy has a network of contacts in some of the most prestigious high street retailers in the UK. He is a trusted advisor who listens to his customers and never fails to deliver.

David Harrison

Commercial Director and Company Secretary

David Harrison has been involved in Global Account Management, serving some of the largest finance companies in the world during his time in the IT industry. He compliments the greeting card and gift experience of his colleagues by bringing an analytical and methodical approach to his work. David adds value to the commercial and operational aspect of Heritage Art and Design with a business focused project management approach.

David ensures that customers are served as they should be with a high level of communication and a timely response to requirements.