For more than two decades, Shahrazz Hayat has worked at the intersection of retail, brand transformation, and human behaviour. As CEO and Executive Director of Nippecraft Limited, and the leader behind both Collins Debden and Jumble & Co, he has helped evolve some of the world’s most established stationery brands into something deeply resonant for modern creatives.
In this conversation, we talk about the inspiration behind his new In Two Minds collection, why analogue creativity is making a comeback with Gen Z, and how self-expression through writing has become a surprising wellbeing tool. Shahrazz also reflects on staying grounded as a leader and where he sees the future of pen, paper, and purposeful design heading next.
You’ve led a major transformation of heritage stationery brands like Collins Debden and Jumble & Co. What inspired the creation of the In Two Minds collection, and what message did you want it to send?
The In Two Minds collection was inspired by the realisation that modern consumers don’t fit neatly into single boxes anymore. People are multifaceted — creative yet analytical, bold yet reflective — and we wanted to create a collection that acknowledged and celebrated that duality.
After working with heritage brands like Collins Debden and Jumble & Co., I saw an opportunity to bring a fresh voice to the stationery space: something that combines emotional depth with functional design. In Two Minds was created to represent the tension, contrast, and harmony we all navigate in our daily lives.
The message behind the collection is simple: it’s okay to have different sides to who you are. Your contradictions don’t have to be hidden — they can be a source of strength, expression, and identity. We wanted the range to feel empowering, modern, and relatable, reminding people that their inner complexity is something to embrace, not edit.
The collection speaks directly to young people navigating pressure and uncertainty. Why was it important for you to create something designed specifically for their needs and experiences?
Young people today are growing up in a world that moves incredibly fast — expectations are higher, choices are overwhelming, and uncertainty often feels like the default. While working on the collection, I felt it was important to stop and acknowledge their reality instead of designing from a purely commercial or aesthetic standpoint.
I wanted to create something that speaks to their emotional landscape: the pressure to achieve, the desire to express themselves, and the constant balancing act between who they are and who they’re expected to be.
Designing specifically for them was about more than creating a product — it was about giving them tools that feel supportive, relatable, and grounded in their lived experiences. If In Two Minds can help them feel seen, understood, or even just a bit more at ease in their daily routine, then the collection has achieved what it set out to do.
You’ve said before that creativity can be a form of wellbeing. How do you see self-expression through writing or journaling helping people manage their mental and emotional health?
I’ve always believed that creativity and wellbeing are deeply connected. Writing or journaling gives people a safe space to slow down, reflect, and process what’s happening beneath the surface — something we often don’t get time for in our daily lives.
When you put your thoughts on paper, you’re not just recording them — you’re organising them. It helps create clarity, especially when emotions feel tangled or overwhelming. Journaling also allows people to express feelings they may not be ready to voice out loud, making it a gentle but powerful tool for emotional release.
What I love most is that it gives people ownership of their inner world. Whether it’s doodling, planning, venting, or simply jotting down small wins, the act of self-expression helps build self-awareness and resilience. It’s not about being artistic or profound — it’s about giving yourself permission to be honest and present.
So, for me, creativity through writing isn’t just a hobby; it’s a form of self-care that helps people connect with themselves in a meaningful way.
You’ve worked across global markets and seen how trends evolve. Why do you think Gen Z is reconnecting with analogue hobbies like journaling, sketching, and note-taking in such a digital world?
Even though Gen Z is the most digital-native generation, they’re also incredibly aware of the impact that constant connectivity has on their wellbeing. I think analogue hobbies like journaling, sketching, and note-taking give them something they don’t always get online: presence, control, and a sense of authenticity.
In a world of endless screens, analogue practices feel grounding. They offer a tactile, intentional experience — the feeling of pen on paper, the pause between thoughts, the freedom to make mistakes without hitting delete. There’s something emotionally real about that, and Gen Z gravitates toward what feels genuine.
These hobbies also give them space to disconnect from the noise and reconnect with themselves. While digital tools are fast and convenient, analogue tools are slow in the best possible way. They create moments of calm and mindfulness that many young people actively seek.
On top of that, self-expression is a huge part of their identity. Physical journals and sketchbooks become personal archives — something they shape, customise, and claim as their own. It’s creativity without algorithms.
So even in a digital world, analogue isn’t outdated. For Gen Z, it’s a counterbalance — a way to feel present, express individuality, and create something that exists beyond the screen.
Running a company that champions balance and mindfulness must come with its own pressures. What helps you personally stay grounded and maintain your own sense of balance?
Leading a company that encourages balance doesn’t mean I’m immune to pressure — if anything, it makes me more conscious of how important it is to practise what we promote. For me, staying grounded comes down to a few simple habits that I try to protect, no matter how busy things get.
First, I make space for quiet moments. Whether it’s a short walk, writing down thoughts, or even five minutes of stillness before the day starts, those pauses help me reset and keep perspective. They remind me to respond, not react.
Second, I surround myself with people who keep me honest — colleagues, friends, and family who aren’t afraid to challenge me or remind me of what really matters. Having that support system keeps me centred.
And lastly, I try to stay connected to the creative side of the work. Getting involved in product development, sketching ideas, or simply interacting with the brands on a hands-on level brings me back to ‘why’ I do this in the first place. It turns pressure into purpose.
I don’t always get the balance perfect, but these practices help me stay aligned, grounded, and able to show up fully — for the team, for the business, and for myself.
Looking ahead, how do you see brands like Collins Debden and Jumble & Co continuing to evolve while staying true to the timeless appeal of pen, paper, and self-expression?
I think the future of Collins Debden and Jumble & Co lies in evolving with culture while staying anchored to what has always made pen and paper meaningful: intention, self-expression, and the power of slowing down.
For me, it’s not about choosing between tradition and innovation — it’s about making them work together. These brands have decades of trust behind them, and that timeless appeal gives us a strong foundation. But the way people express themselves is changing, so we need to design products that reflect modern lifestyles, aesthetics, and behaviours.
That means rethinking formats, experimenting with new materials, exploring fresher visual languages, and creating collections that speak authentically to different communities — without losing the craftsmanship and thoughtfulness our brands are known for.
At the same time, I see us expanding the idea of ‘paper’ into a broader ecosystem of tools that support creativity, wellbeing, and productivity. Whether that’s through hybrid products, more personalised experiences, or collaborations that bring new perspectives, the goal is the same: to keep analogue relevant, inspiring, and emotionally resonant.
If we can continue honouring the ritual of writing while designing for the next generation’s needs, these brands won’t just stay timeless — they’ll stay meaningful.
