UAE start-up prepares for regional debut of 3D pop-up greeting cards at Paperworld Middle East 2017

Paperworld ME 2017 (14)Dubai, UAE: A UAE-based start-up specialising in 3D pop-up greeting cards will be among a score of manufacturers launching unique new products at the Middle East’s dedicated trade fair for paper, stationery, office supplies next week in Dubai.


From school bags and children’s toys and games, to art supplies, eco-friendly writing instruments, and novel paper products, the latest innovations making their regional debuts at Paperworld Middle East 2017 are as vast as they are varied.


More than 300 exhibitors from 42 countries are set to descend upon the three-day event, which runs from 14-16 March 2017 at the Dubai International Convention and Exhibition Centre.  Among these is Abra Cards, one of 28 UAE companies looking to network with thousands of trade buyers, retailers, wholesalers, distributors, and corporate clients from throughout the wider region.


Abra Cards’ Founder and Director Kelly Heffey said the company is the first in the Middle East to offer 3D pop-up cards, which includes a range of iconic UAE buildings such as the Burj Khalifa and Burj Al Arab.


Heffey, who moved to the UAE from the UK nine years ago, found there was a lack of novel and interesting greeting cards available in the local market when she was looking for something to cheer up her grandmother who was recovering from an accident.


“Our team of ‘Paper Engineers’ work with foreign specialists to engineer bespoke pop-up designs that are then hand stitched after using cutting edge laser printers,” said Heffey.

“Our personalised cards are designed in-house and produced in the UAE.  We’re continually developing our product line and work with only the highest quality materials to create a product our end users can call a keepsake.”


Heffey said Abra Cards’ designs are inspired by ideas she observed whilst travelling recently through Asia where techniques such as Origami and Kirigami were born.


She added: “Our laser technology is at the forefront of the industry and our range of iconic UAE buildings will be very popular with both local people and visitors. We are working on widening our offering and our clients’ imagination is never restricted with Abra Cards.


“We chose Paperworld Middle East as the platform for our official launch as it provides a unique opportunity for the wholesale market to understand what we can offer. Once we’ve demonstrated our products and capability we hope to network, create longstanding relationships and ultimately meet future wholesale partners.”


Now in its 7th edition, Paperworld Middle East has established a solid reputation as the region’s most trusted annual trade fair dedicated to professionals and organisations dealing with paper, stationery, and office supplies.


Ahmed Pauwels, CEO of organiser Messe Frankfurt Middle East, said: “Paperworld Middle East continues to offer our exhibiting partners from around the world an unmatched platform to interact with regional buyers and assess conditions for prospective new market forays and product launches.  The event has grown considerably in stature and scope over the years and offers impressive market exposure for our exhibitors.”

He added: “We feel at home here with our experience in the MENA region, and we use Paperworld Middle East to educate and update the new generation of consumers as well as our retail and sales partners.”


Among the dozens of other exhibitors launching new products at Paperworld Middle East 2017 include Navneet Education from India, which will introduce various stationery items such as notebooks, journals, ledgers, and writing pads; and Japanese manufacturer Shachihata, with its new range of Artline markers including Artline Stix, Artline Supreme, and a new pre-inked stamp called Xstamper Quix.


Paperworld Middle East is the region’s largest B2B trade show covering the entire range of stationery and office supplies, from school and gift articles, office or household paper, art supplies and creative materials, to toys, party and festival articles, and printers and multimedia.


The 2017 edition will return with popular features including the Green Office Area, where the spotlight will shine on sustainably produced essential office supplies; and the Wrapstar gift wrapping competition.  More information is available at:



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