Special Q&A with Heather Smartt, Global Head of Goldstar

Q: There’s been some confusion in the market about Goldstar®’s relationship with Cimpress and National Pen. Can you clarify?

Heather Smartt: Absolutely. Goldstar® is part of the Cimpress family of companies, which invests in and operates a global portfolio of custom product businesses. We operate as a fully independent brand with our own dedicated teams, strategies, and resources. The key difference is that other Cimpress brands, like Pens.com, serve end users directly, while Goldstar is 100% focused on distributors. Everything we do is designed to support and grow our distributor partners.

Q: Distributors sometimes worry that Goldstar might compete with them. What’s your response to that concern?

Heather: I want to be crystal clear…Goldstar never sells directly to end users. We don’t share end-user data outside of Goldstar, and we don’t compete with the distributors who trust us. Our business model is and will always be distributor-first.

Q: Why do you think some of this confusion exists?

Heather: It usually comes down to overlapping products. Sometimes distributors notice the same product offered on both Goldstar and Pens.com. This happens because Pens.com is another Cimpress brand, and both companies sometimes purchase from the same overseas manufacturers, just like others in the industry source from common suppliers. While the products themselves can be identical, how they’re sold is very different. Pens.com is an online retailer serving end users directly, while Goldstar is a global partner committed exclusively to distributors, with different goals, strategies, and pricing.

Q: What about concerns over Pens.com’s “aggressive” promotional pricing?

Heather: That’s a fair question, and we know it can cause frustration. Pens.com runs its own campaigns…such as reactivation or new customer promotions…that Goldstar does not participate in and does not control. Goldstar’s pricing model is completely separate. Our commitment is to keep pricing transparent, consistent, and fair, so our distributors stay competitive and confident.

Q: What makes Goldstar stand out in the promotional products industry?

Heather: There are a few things we are proud of and want to highlight.

Distributor-first strategy: We succeed only when our partners succeed.

Transparent pricing: Simple, fair, and competitive.

Commitment to thoughtful design: We focus on creating products that are both innovative and conscious, using recycled and renewable materials whenever possible.

Premium decoration and craftsmanship: Products designed to make brands shine.

Growth through partnerships: Initiatives like our sponsorship of PromoTron help us meet distributors where they are and expand their opportunities across Europe.

Q: What’s your message to distributors who may still have questions?

Heather: We’re here to support you, not compete with you. Goldstar’s success is built on the trust and growth of our distributor partners, and that will never change. If you ever have concerns, we want to hear them because building strong, transparent, and collaborative relationships is the foundation of who we are. Reach out anytime: support@simplygoldstar.com