Stationer Advice | What I Wish I'd Known

When I started my stationery business about 2 years ago, I barely had any stationery experience.

Whoops! I knew I loved weddings (even though I'm such a single Pringle but totally a hopeless romantic) and design, so it was something I wanted to experiment with. I actually have my Bachelor of Fine Art in graphic design, so I was formally trained in layout design and ads. After my internship and before I started creating ads for the newspaper, I really wanted a creative outlet, which is so funny to have a creative outlet from a creative job, haha. That's where calligraphy came into my life. Typography and graphic design were always something that I noticed throughout my life without even knowing what it was. I started getting serious with typography then handlettering, so calligraphy was the next step. That year, I designed my first save the date, invitation, bridal shower invite, and baby shower invitation for three people. I really enjoyed it, but now I'm a little embarrassed about the designs! I wish I would have had someone to talk to. Ad design is much more different than stationery design. Because I couldn't find a resource for stationery design for tips and advice, I decided to get a group of stationers together to tell me their three pieces of advice. Below you'll learn how relationships with other stationers can be helpful not hurtful, why you should trust your gut, why it's okay to say "no," and so many great tips. I hope you enjoy!

 

Holly Goodman  |  SABLEWOOD PAPER COMPANY

When I was starting my stationery business, I already had a background in starting up a business – my mom and I owned a paint-and-sip studio – so I thought I had a good jumping off point to work from. I knew how to make my business official (settle on a name, file to become an LLC, register for sales tax, etc.) and as a professional graphic designer, it was a relatively painless process to develop and create my brand. What I didn’t know was how challenging the next steps would be: creating and updating products, how to find my ideal clients, and building relationships with other stationers in the industry.

Creating and updating products was (and still is) difficult because it’s not something that you can add to your to-do list and check off when it’s complete, never to be thought of again. Products and services are always evolving and growing like organisms. For example: early on in my stationery career, I added calligraphy vows to the list of products I provide on Etsy. I used photos of my own wedding vows as the inspiration and left the listing to (basically) gather dust. Eventually, I realized that I needed to keep that listing updated with fresh content to keep it new and exciting. I began regularly updating my listing with recent vows, tweaked the pricing to reflect my steadily increasing rates, and showcased my current calligraphy style so that my clients could see what they’re getting. If I would have ignored that listing in perpetuity, it wouldn’t be current and I’d have to explain that to my clients every time they inquired about calligraphy vows.

I’ve read so many books about starting up a business, listened to podcasts, and read blogs about the best practices for a good startup. Starting up a business is difficult, and oftentimes we don’t know exactly who our perfect clients are until we’re a few months (or years!) into it. While this isn’t a make-or-break piece of your business, having a clear idea of what you want to provide to your clientele is definitely a time saver. Do you only want to sell custom designs? You need to develop a way to market to the brides with a budget for that. Do you want to create products that are ready to print and require little customization? There’s a market for that, too – but you have to do the research to know where to find your ideal clients! 

This may sound counterproductive, but developing relationships within the stationery industry is a necessity. These professionals are not your enemy. They’re not your competition (well, not in the way you’re probably thinking). Because you love stationery (I hope, otherwise why are you getting into the stationery business?!), these individuals should inspire you and should excite you. I love seeing my friends succeed, and I feel the same way about my stationery peers succeeding. Your industry friends can also become your mentors and sounding boards. If you have a client that’s giving you a hard time, you could call your mom and ask her advice, but chances are, she won’t be able to give you the answer you need. Your friends in the industry have likely been doing this longer and will have some advice that will help keep you sane. 

In the end, when you’re starting your stationery business, believing in yourself is the first step. From there, even on your off days, remember why you started. Let that feeling fill you up. Tackle the problem at hand, then work on the next problem. Everyone has a different journey…the important thing is to begin.

Follow Holly: sablewoodpaper.com & instagram.com/sablewoodpaperco

 

Melissa Gullate  |  GRACEFULLY MADE ART

There are so many things I wish I knew when I started my stationery business. One tip is that everything gets better with practice. I remember being so discouraged when I couldn’t do everything perfect right out of the gate. Looking back on my work from when I started to where I am today, I can definitely see a progression and an improvement from where I first began. Secondly, being on social media is a necessity within the stationery business, but I wish I would have known not to compare myself to others so much. When I started my business, I was always looking at other calligraphers who seemed to have more followers than me, or they would get more likes on their photos, or they would just make these incredible works of art, and I would feel like I was never going to make it in this business. However, you never know how long they’ve been in the business or how hard they’ve worked to get there. So just stay in your own lane and you’ll get there someday too! Lastly, I wish I would have know what a wonderful community there is in the stationery world. When I began my business, I was doing it all alone with no guidance whatsoever. Now years later, there are so many wonderful calligraphers that I can reach out to to ask for advice or give advice. You don’t have to go at it alone- there are many amazing creatives out there that you can bounce ideas off of and collaborate with! 

Follow Melissa: gracefullymadeart.com & instagram.com/gracefullymadeart

 

Vivian Kammel  |  THE HANDLETTER SHOP

You’re more than a one-trick pony! It’s easy for product based entrepreneurs to post only photos of their work on social media. But you want to create a following of raving fans, not just halfway interested followers. You need to connect with them, and people connect best with a real person. Social media is your handshake, rather than a sales platform. Pick five things about yourself, and rotate through sharing about those things (one of which being your business). What would you share with a friendly stranger you sat next to on a plane? Maybe you like to travel with your husband, you love your puppy, always could go for a taco, oh and you’re a calligrapher as well! No one can do what you do exactly the way you do it, and so make your online presence feel like the real you!

Social media is your handshake, rather than a sales platform.

Don’t take yourself too seriously. If a peer is asking for tips or advice, don’t be afraid to help them and make a friend in the process. If you’re successfully practicing number one on this list, it will be evident to your clients that you’re unique and so you don’t have to be afraid of giving away some “secret.” We all have access to  basically the same tools. Hold your business with an open hand and be willing to share transparently. Sure, there may be risk involved, but the rewards are so very much greater.

Think of your business as a way to serve others. You are an artist. But your business will succeed because you are adding some kind of value to another person’s life. Think first about your client’s needs and wants. And don’t be afraid to give away free stuff, even if it’s just a helpful guide, like a free printable or a PDF guide on adding meaningful details to your wedding day. Give, give, give, before you ever ask. This builds up a longer term relationship with your audience, even if someone isn’t ready to buy the first time they discover you.

Follow Vivian: thehandlettershop.etsy.com & instagram.com/thehandlettershop

 

Catherine Kiff-Vozza  |  CATHERINE KIFF-VOZZA

Oh my gosh do I wish there were even half the resources for newbie stationers when I started my business 13 years ago as there are now! But I’m thankful that all these years later that there are communities of stationers learning and collaborating with each other all over the internet. The top 3 tips I wish someone had told me when I started are lessons that were sometimes hard learned over the course of my career but I’m grateful for each one! The first tip is super simple, super cliche but SUPER TRUE. You have to spend money to make money. Period, end of sentence. Beautiful packaging, effective advertising, great marketing materials and a really good website can make the difference in your business’s bottom line. And I think one of the best uses of your money is education so take the class or sign up for the webinar! There’s no need to reinvent the wheel when someone is willing to tell you how to do it for $99. The second thing is “trust your gut.” Again it may sound obvious but if a client feels wrong or they want something that you can’t deliver, do not take the job because you think you need every job that comes your way in order to build your business. Some of the clients or jobs that aren’t a good fit can actually damage your business and reputation if they don’t turn out well so trust yourself when it doesn’t feel right. And lastly, narrow your focus and find your niche. You love stationery, that’s great but what is your style and who is your ideal client? You can’t be everything to everyone so show people the specific work you want to create and that is the kind of client you will attract. If you are a modern letterpress studio with a flare for minimal designs show that work then those are the brides who will come calling.

The second thing is “trust your gut.”

The last thing I’d like to offer if I may is that you will make mistakes and every mistake will eventually be in the past so learn from it and move on. Life and business will keep moving if you do!

Follow Catherine: catherinekiff-vozza.com & instagram.com/ckvstationer

Kasey Kyprianou  |  REVELRY AND HEART

My first piece of advice resonates from my background in marketing--and that is to have a strong brand from the get go. Your brand is more than your logo, you need to actively convey your business through voice (the words you use and tone you write in), your images (what kind of shots do you share?) and probably most importantly, your business name. Whether you decide to go with YourName Design Co. or something totally different, make sure you always tie what you do back to your name. With revelry + heart, all of my initial branding and blogging was to focus on what my business name meant, and conveying my studio's values. I list what I do (custom invitations + personal design) on each printed piece as well as posting it on all of my online identities.

To follow that nugget, I would tell any prospective small business owner to anticipate a LOT of time to get your business off of the ground. I thought that since I had been designing custom invitations for 5 years, I would hit the ground running with a client base and a business plan. WRONG. I needed to revamp my entire backend--digitizing my contracts, building a new website, creating a client experience, organizing my finances, setting up wholesale accounts, networking with local event professionals, and building and sustaining a social media presence. I always figured I'd need to wear a lot of hats, but once you launch, it seems the to-do list is never ending. You invest so much (time and money!) before you see any clients or return. I found other business owners in the wedding industry were most valuable when trying to direct my steps.

...find your niche and stand behind the value of your work.

Lastly, I would encourage new stationers to find your niche and stand behind the value of your work. It is very easy to feel overwhelmed, overworked and lost in the noise of other designers. If you find what makes you different, it's easier to keep from comparing your work to the "big boys" in the industry. At revelry + heart, I create an experience for my couples that is completely based on what they want rather than what is popular in current trends. I fly my freak flag proudly, following the traditions my couples wish to adhere to and offering alternatives for those who do not. I swim upstream with my stationery, my paper isn't photographed on white marble backgrounds and I use a lot of bold color and typography. I am always looking to push the envelope with mediums like acrylic and laser-cut pieces to shake up the white wedding world. By doing this, I attract clients that are seeking the experience I provide, and they value my time and my talents. 

...one other piece I want to mention is to make sure you are dependable and consistent with both your clients and event partners. If you take on a styled shoot, show up and do good work. If you say you'll send an email or follow up, make sure it's sent. Networking is critical to establishing relationships and referrals to your studio, and you need to be there when you say you will. Reputations form and spread quickly. Sign on for opportunities you're passionate about pursuing and decline those you are not. I'd always rather have someone decline up front than disappoint later.

Follow Kasey: revelryandheart.com, instagram.com/revelryandheart, & pinterest.com/revelryandheart

 

Dominique Lee  |  PLUME AND FETE

I started my stationery business because I fell in love with the creative process involved, and I couldn't wait to be a full time stationer and design things all day for a living. What I didn't expect was that for every hour of creative work, there are other 12 hours of not so fun jobs like website designing, bookkeeping and marketing.

The second thing I wish someone had told me when I first started is that comparison is not only going to kill your confidence, but also your creativity. Finally, I wish I had known earlier that I didn't have to go through this alone. "Community over competition" is not only a hashtag, and there are amazing communities of creatives out there where you can exchange knowledge, support each other and build friendships.

Follow Dominque: plumeandfete.com & instagram.com/plumeandfete

 

Sarah Barrett  |  SARAH B. CALLIGRAPHY

Because everyone gave such amazing advice, I'm going to keep it simple. When you become a stationer, it's a lot of hard work. Not only do you create beautiful pieces, but you have to keep track of the finances and business aspects. Start off having fun. Participate in styled shoots, get your name out there, and build relationships. It's okay to fake it 'til you make it. Remember those mockups I did in the beginning? They didn't go to anyone real, and they were for my personal use. Don't be afraid to do something for yourself. Create those custom vows that you didn't get to have at your wedding or make a keepsake invitation suite that you aren't actually going to send. Do small items to build up your portfolio and do what YOU want to do. We aren't always going to have clients who want marble tiles, so we can create them just for our enjoyment! Don't be afraid to reach out to stationers, event planners, and photographers to build relationships or ask for guidance. The worst thing they can say is "no" or totally ignore you. You took that chance and you'll hope for a better result next time. 

Follow Sarah: sarahbcalligraphy.com & instagram.com/sarahbcalligraphy

 

Thank you SO much for taking time out of your day to read this. I hope you learned something new and will be able to utilize it. I'd love to hear your tips if you're a stationer or calligrapher, don't forget to follow the gracious ladies who contributed their amazing advice. Have a wonderful day!

Sincerely
Sarah

Styled Shoot Advice

My first styled shoot was in March of 2016, and I just got the images back at the end of August. 

I know we all have situations in our lives that prevent us from completing projects. Trust me, I have a graveyard of unfinished designs, blog posts, and Instagram almost-posts. It was partly my fault I didn't receive those photos. I mean, I could have asked before August of 2017 rolled around. I made up so many excuses and let my insecurities hold me back. I thought, "Maybe she doesn't want to share because my work was so terrible!" Although my style has changed since that styled shoot, the pieces weren't ugly. Plus, I don't think the photographer could take ugly photos if she wanted to!

I'm writing this post today to shine light on tips for styled shoots, why I think they're important, and my biggest tip for styled shoots. Let me know if any of these resonate with you. I've asked a few of my calligrafriends to share their opinions as well!

When I was starting out in stationery, I only had the photos I created. Sure, they weren't that bad, but they didn't showcase my work in the best light, literally. I messaged so many event planners and photographers to see if they wanted to team up for a styled shoot. Several were willing to collaborate throughout the year, but my first styled shoot wasn't with any of those people. She randomly found me through a mutual friend. Last year I was practically saying "yes" to everyone who wanted to plan styled shoot. Now, I'm able to take on the shoots I really want to be a part of. 

*Note: Exciting giveaway at the bottom!

Grace Niu  |  GRACE NIU DESIGN

Do you think styled shoots are worth the time?
Yes, I think they definitely can be! Make sure you set expectations with the organizer at the very beginning of your policies regarding styled shoots. Use your judgment, and if an organizer doesn't seem very responsive or responsible, you may not want to get involved. Ensure that the photographer's style is similar to your own so that you'll receive photos back that you can use and share. Have fun and create something different that you've been wanting to try out so that you can showcase your skills!

What is one tip you want people to know about styled shoots?
Don't be afraid to send suggestions for what features on your stationery to highlight, and even possibly a photo of a sample layout, if you recommend any particular way of laying out the pieces. It may be helpful to the organizer, and you can suggest it in a way where you are being helpful and not pushy.

Meylang Pounds  |  SŌZŌ CREATIVE STUDIO

What is one tip you want people to know about styled shoots?
This might be silly but glue your stamps on the envelopes. I thought I could send stamps in a cute translucent envelope and the photographers could choose whichever stamps looked best to them but what has happened almost every time is that the stamps are placed crooked. So now I glue them on. Send a picture of how you may want the stationery to be laid out. Some photographers haven’t done wedding stationery styling for photography and sending them a picture of how you’d like your pieces to be put together can really help them out. Send at least 2 suites. Put one together and another one where the pieces are unassembled. 

Sarah Thomas  |  TRUE NORTH PAPER CO.

What would you have wanted to know before doing your first styled shoot?
It’s really not as intimidating as it can seem! I remember before I had ever done a styled shoot that the process of it always seemed so daunting, and I wasn’t sure what it would look like, or if I was even good enough to participate. Don’t let those thoughts stop you! Once you commit, do the best you can with the knowledge and supplies you have (it can be so easy to look around and compare ourselves to others - but girl, you’re rocking’ it), ask lots of questions from when you’ll need to have the pieces ready by, to the color scheme/inspiration for the shoot, and when you can expect to receive pictures, etc. (and never stop asking questions - even after several styled shoots I still ask a lot of question to make sure I’ll be a good fit for the other vendors), and don’t forget that everyone is on this small business journey together. 

Do you think styled shoots are worth the time?
I think this will be very situational. If you’re going through a slower season of business, or just starting out and looking to make connections with other vendors and grow your portfolio, they are can be a great way to accomplish that - and also a way to have a little more creative freedom in the projects! But if it’s a busy season for you, or the style of the shoot isn’t in line with your brand, then there may be other areas that are more worth your time. There are so many factors that could contribute to if it is worth your time; ultimately you’re the only one who can decide that for you and your business!

Sarah Barrett  |  SARAH B. CALLIGRAPHY

Photo by Lauren Wood Photography

Photo by Lauren Wood Photography

What is one tip you want people to know about styled shoots?
Don't be afraid to experiment! If you have time to use gold leaf, look up a tutorial, and get started. You'll either create something beautiful and learn you want to do more gold leaf pieces or you'll never want to see gold leaf ever again. Experimenting with different techniques helps you learn what you want to offer to your clients and what you don't. If you don't try, you'll never know!

Do you have a styled shoot story that could help someone?
I created this blue suite last year. It definitely still holds a place in my heart, but I realized I couldn't really use the images because they didn't fit my brand. The images were very moody and dark, which you can see isn't really my style. Were the photos ugly? No way! The photographer was AMAZING, but it would have been a more worthwhile experience if I had researched the photographer first to see if our styles complimented each other. I now know to ask who the photographer is to see if working together would be beneficial for both of us. If I can't use the images, that's one less vendor's audience that will see the photography. Styled shoots are collaborative projects where everyone needs to be on the same page and be able to share each other's work without losing sight of their own brand.

What would you have wanted to know before doing your first styled shoot?
Before my first styled shoot, I should have asked the details and timeline. I was pretty much desperate for professional photos of my work. I said "yes" to anyone who wanted to collaborate, and that wasn't fair to anyone. Don't forget to "vet" the vendors and really make a connection with them. Keep in touch afterwards!

Do you think styled shoots are worth the time?
I'm a big advocate for styled shoots. I think they're a great opportunity to work with new people, share your work to a wider audience, and create something you haven't been asked for yet. I completely believe in posting what you want to be hired for. If styled shoots are the only way you can share your ability to write on agate slices, capiz shells, and marble tile, join one! 


FACEBOOK GROUP GIVEAWAY

As a "thank you" for those who have supported me by joining my Facebook group, Becoming a Wedding Stationery Boss, I am hosting a giveaway! This group is primarily for stationers and calligraphers, but I have a coupon code for something very special for everyone. To learn more on. how to win everything listed below, join the Facebook group. I can't wait to see you in there!

Giveaway Items:
Arpa Paper in Ivory: 5.5"X5.5" with envelopes
Arpa Paper in Sage: 6"X8" with envelopes & 3.5"X5.25" with envelopes
Arpa Paper in Pale Blue: 6"X8" with envelopes & 3.5"X5.25" with envelopes
Honey Silks & Co Styling Kit (not pictured): wood slice, paper clips, fake plants, ribbon, & handmade paper
Honey Silks & Co Ribbon: Forest Velvet, Blush, & Pale Lavender
Honey Silks & Co Styling Scissors: Black
Vintage Stamps from my personal collection
Simply Rooted Styling Surface (not pictured): Your Choice of Color
Wax Seals Custom Stamp of YOUR Logo

For those who can't enter, you can use the coupon code "stationeryboss" in Simply Rooted's surface shop for 15% off! I have the "wool" color, and it's amazing for styling details.

A special "thank you" goes out to Honey Silks & Co, Simply Rooted Surfaces, and Wax Seals for helping me with this giveaway! Go check out their websites. I promise you'll want everything!

I hope you enjoyed this article, and don't forget to take advantage of this giveaway! Enter, enter, enter!! Talk to you soon.

Sincerely,
Sarah

Marbling Paper Tutorial

Hi, friends!

Welcome back to a new tutorial. I'm going to teach you how to marble paper with just a few supplies that you may have at home. Ways that you can use marbled paper are using it for stationery, digitizing it for a computer or phone background, and making a custom print. The most important item that you need is the marbling kit! It has a few different colors, including black. Now you can use your color theory knowledge and mix your own marbling colors. I hope you enjoy this tutorial. Please comment if you have any questions or tell me how you would utilize this technique!

MATERIALS:
• Bath Towel to Lay Out Paper
Paint Palette
Marbling Kit
Cranes Lettra Paper (cotton paper works best and will dry flat)
Large Storage Bin
Cheap Paint Brush
Unscented Lotion

STEP ONE: Lay out a towel for the paper to dry on.
STEP TWO: Fill water in the storage bin about half way.
STEP THREE: Mix the color you want from the marbling kit in your paint palette. To create a lighter color, add water to it.
STEP FOUR: Put a tiny bit of lotion on the tip of your finger and touch the surface of the water. This will help break the surface tension, so the marbling ink won't diffuse into the water easily. This makes the ink stay where it needs to be until mixed.
STEP FIVE: Grab your paper, and use the bend and roll motion from the video to dip the paper in the water.
STEP SIX: You're finished! Now the paper is covered in a beautiful marble design.
 

PRO TIP: If there is a spot the solution didn't adhere to, place that spot back in the water. It will cover only the spots that have nothing on it.

Watch the video below or click here!

EXAMPLES OF MY MARBLE STATIONERY

Feel free to experiment with the marbling techniques on different mediums! I've also done this with my business cards that are all metallic foil. They turned out super unique! Also, don't forget to join the Facebook group for stationers and calligraphers! I hope to see you over on my Instagram page as well. Have a great week, and talk to you soon.

Sincerely,
Sarah

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