In conversation with Diane Martin
With one full year of Stocklists issues under our belt, we decided to get in touch with the magazine’s former Sales Manager, Diane Martin, for a brief catch-up, discussing the history of the magazine, how the industry can continue to grow, and how one of flooring’s most popular personalities is enjoying retirement!
Q: How did The Stocklists start?
The Stocklists magazine was started in 1973 by our father Roy Spragg. It was originally a listing magazine (which gave it its name) printed black and white on newsprint – no colour in those days!
Dad had a fight over the name being one word!
Prior to its existence, each manufacturer would post/fax their stock positions of each of their ranges (virtually all carpet in those days) to all their customers, in many different formats/layouts etc.
The Stocklists amalgamated all these bits of paper into one magazine sent out updated each month, therefore saving postage costs for the advertiser as an added bonus.
Although they were reluctant, Dad insisted that each advertiser parted with their mailing list (of retailers) which was then condensed into one unique list resulting in the best and most relevant list in the trade.
An abiding memory as kids is Peter, David and myself stuffing the magazines into wrappers: a monthly chore for which I’m sure we didn’t get rewarded as much as we deserved!
Following his illness, David and I took over the magazine from our father in 1993. Our brother Peter started a flooring magazine in Canada called Coverings.
Q: What was the best thing about working in the flooring industry?
Definitely the enthusiasm and passion of the vast majority of the personnel who work in the flooring trade. Once employed in the industry, you might change companies but few ever leave. And some leave only to return! The camaraderie is a real buzz – just attend one of the industry exhibitions to understand what I mean the minute you walk through the doors.
Q: What can flooring manufacturers do better?
Manufacturers have really upped their game in recent years but the one thing I’d suggest is to employ more female staff. Surprisingly, although there are a few more since I started in 1993, especially in marketing, it’s still very much a male dominated industry which is glaringly obvious at all the exhibitions and all the suits.
It’s nearly always the lady of the household that has the final say on the choice of the floorcovering… say no more!
Q: What can flooring retailers do better?
Retailers need to be more inspirational and imaginative in their premises and shop window to create an environment that is stylish and chic, making it difficult for a potential consumer to pass on by.
Q: Why did you launch the National Flooring Innovation Awards?
David and I are proud that The Stocklists has sponsored The National Flooring Innovation Awards, which since 2018 has showcased the industry’s best and brightest ideas in 10 categories. In 2025 the awards received a record number of entries with plenty of top-quality submissions.
It’s tempting to think that all the best ideas have been done but the winning entries demonstrate that that just isn’t the case. Consumers can still be tempted to buy in the year ahead.
These awards are designed to be different to the usual ranked prizes given out across the industry and instead set out to identify products and services that are genuinely new/exceptional in the sector.
Q: How has life been post-retirement?
After 370+ magazines, some 30,000 pages and a zillion online posts, my 30 plus very happy years working in the flooring industry have been an absolute joy. The flooring industry is a great community and it’s been very hard to say goodbye to so many dear friends and colleagues – many tears have been shed.
And then… no more deadlines, hurrah! We’ve had lots more long country walks with JazBo, our cocker spaniel, who’s been delighted to step into the breach. We’ve also been enjoying the odd glass or two of vino relaxing en Francais in the summer months along with the flexibility of travel wherever and whenever without having to take print day into consideration – yay!
Over and out!