The Paper Fold

No matter the brilliance of your offerings, hitting your brand stride takes time. For Alex Gagné of Chez Gagné, reaching her 10th anniversary is the ultimate validation — but that doesn't mean this fantastic founder is slowing down anytime soon.

This LA house of design debuted a decade back with just letterpress cards, but has since evolved into a thriving indie lifestyle brand. Every last SKU, from Hand Job Hand Lotion to I Hate Everyone Rocks Glasses, unites beneath the Chez Gagné maxim, "If you can't make it nice, make it funny."

Alex shares how she painstakingly built her house of cards, sample by sample, carefully choosing and slowly sourcing every last product expansion, from shower steamers to matches. But at the core of every sleek offering beneath the broad Chez Gagné umbrella is Alex' own story.

From dating to childbirth to buying a house to divorce, all her life milestones (as well as those still to come) have been transparently translated into her product offerings. It's all in the name of connection, comfort and camaraderie — so by all means, don't miss my special sit-down with this stationery siren!

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Record stores have a day (April 20), independent bookstores have a day (April 27), and even independent pet stores have a day (September 28). But what about the independent card and gift shop? Thanks to my incredible guest today, now they do!

Kristina Burkey of Calliope Paperie in Natick, Massachusetts, is the founder of International Stationery Store Day, celebrated the first Saturday in August. This year's is August 3. As Kristina describes it, International Stationery Store Day has a simple mission of celebrating and lifting up "the most special specialty store: the
paper shop!”

Frankly, it's about time. These independent shops — typically women-owned — tirelessly and carefully curate independent stationery brands just so. It's all in the name of enabling their discerning paper nerd clienteles to discover and experience our fantastic medium off a screen, locally and in person.

Unsurprisingly, this grassroots event grows bigger each year. Listen in to get involved — and help put cards and letters into the hands of those that will cherish them forever.

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What does it mean to be a disruptor? For Lauren Miele of KushKards, it means getting people to talk about you when you are not around. And that's precisely how *I* first heard about this cannabis-tinged brand at its National Stationery Show debut in early 2020. There, KushKards distinguished itself out of the gate by winning Best New Product for its Polka Pot Gift Bag — an enormous accomplishment not just as a newbie but also a sign of the quick inroads she made in our sometimes rather traditional community.

Meanwhile, Lauren didn't just bring cannabis to stationery and gifts, she also brought greeting cards to the male-dominated cannabis industry. Soon thereafter, Lauren officially entered the burgeoning sexual wellness domain by attaching vibrators instead of one-hitters to her card designs.

Now Lauren spills on everything from social media strategy to troll management. To her, it's all about embracing what she is disrupting — and even becoming the niche itself. And just as she provides 'a gift with a lift' with her offerings, Lauren's path illuminates how any brand can blaze to the righteous spot it deserves.

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Every picture tells a story — unless you are Shannon Martin, of course: Her pictures tell your stories as well. Now celebrating 20 years in business, Shannon Martin Design's signature sepia creations have attained a definite ubiquity and immediate recognition. That's no easy task, and Shannon takes us behind the scenes to share how she consistently churns out distinctive designs by turns heartfelt and humorous — AKA, the Lay's potato chip of greeting cards.

As an OG stationery maker, Shannon's wholesale strategy is as polished as her designs; once a retailer commits to stock this range, it's typically the start of a long, fruitful relationship. At the core of both her artistry and her business savvy is a commitment to authentic connection that cannot be faked.

Thus in both product and practice, she shows us all how to embrace our inner Pippi Longstocking, not our inner Kardashian. This grande dame of design also provides a glimpse into her own stationery ritual — a must for any paper nerd!

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Like all my guests, Dominique Schurman is a paper nerd .... but one with a most distinguished stationery pedigree! In 1950, her father Marcel founded Schurman Fine Papers, which, informed by his global "treasure hunts," brought exquisite stationery artistry and bespoke paper traditions to American shelves. Meanwhile, her mother Margrit opened the first PAPYRUS store in Berkeley, California, in 1973. That one exclusive stationery shop would grow to over 450 stores throughout the US and Canada. Dominique joined the family business in 1982, so when she founded NIQUEA.D in 2020, she drew on decades of wisdom gained from her many sourcing trips as well as her extensive retail experiences.

With NIQUEA.D's founding, the artisanal embellishments that can elevate stationery from commodity to fine art were officially back in circulation. From flocking to letterpress to ornate foiling to tipped-in pages, this upscale card range is treasure to send and receive — every last one a joy to pull out of the proverbial drawer to revisit in posterity. Moreso, its Collector's Edition Cards raise the handmade stakes exponentially, presenting larger-than-life designs full of striking surprises, like double envelopes and wooden papercuts inside. Combined with a heartfelt message from a loved one, the opening of every last one of these texture-rich keepsakes is a experience to remember.

Dominique shares what it was like growing up in a stationery family, and also provides a glimpse into her famed eye. How exactly does one go about generating not just the right card at the right time with the right words, but something that has never been created before? Listen in to truly appreciate the enormous gift Dominique is to the entire stationery community.

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Can a maker make the world a better place, one gorgeous, handmade sheet of Fair Trade paper at a time? For Chisty Asper, the answer is a resounding yes — and her efforts involve so much more than simply donating a small percentage of her profits to charity. Instead, every last Paper Baristas offering is brewed to do good by careful, complicated design.

This Iowa house of paper has a lofty mission: Leave this earth better than its current state — emotionally, culturally and spiritually. By deeply aligning with IJM, a global non-profit that partners with communities to end modern slavery, exploitation and abuse, and employing survivors of sex trafficking in India, Christy and her husband Jon Marc help liberate people and families. In India, their employees, often victims of the Caste System, receive a living wage to up-cycle cotton rag discards into the brand's wood-free, pollution-free paper. Plans are also underway to start a similar operation in Mexico.

If you ever thought one person couldn't change countless lives for the better, think again. For the 50 million people that IJM estimates are currently victims of modern-day slavery, freedom and safety are now that much closer, spurred on by every last Paper Baristas purchase. So while Christy's exquisitely letterpressed, deckle-edged cards and planners are inspiring in and of themselves, her never-ending passion and dedication to this cause is legitimately awe-inspiring.

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It's officially the spooky season, so I've got a triple treat! The actress Jennifer Love Hewitt drops in The Paper Fold along with the power duo that is 2021 Co. — Nicole Couto and Emily King — to talk all things Holiday Junkie. This refers of course to the ever-growing collection the three have collaborated on to celebrate the joy and magic of various holidays — but it's also a certain state of mind.

For Jennifer, Halloween is a way of life; for 2021 Co., it is a fresh category through which their brand can bring us closer to those we love. Jennifer is not just the biggest celebrity to champion stationery that I can recall, her approach to connecting through the medium is as fresh as it is funny. Jennifer obviously brings star power to the table and is a clever card-writer extraordinaire, but it is really authentic connection that lies at the heart of every Holiday Junkie design.

Don't miss out as we examine the distinctive power of paper to traverse time and space —  and how that has shaped each of us both personally and professionally. It's downright impossible not to be inspired by the spirit of collaboration among these three powerful women, so listen in to bring your own personal Holiday Junkie to life!

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I really like Suzy Ultman’s chutzpah … and you will too, nerds! Suzy is a lifelong and prolific illustrator, card and stationery designer, toy creator, and bookmaker. The simultaneously sophisticated and simple objects that she brings to offbeat life delight young and old alike. 

Really, every last one of her playful creations — and even her much-loved Instagram feed — are but a medium through which she spins many a tale to her super-engaged audience. Now, on the heels of her vibrant letterpress card collab with the esteemed Egg Press, Suzy drops in The Paper Fold to share not just her story, but her backstory as well.

Don’t miss our chat on licensing, creativity, the creative process, beginner’s mind, collaboration as well as thoughtfully conceptualizing merchandise in a waste-filled world. And, since Suzy and I are both Jewish, and September brings with it the Jewish New Year — a time for looking backwards and forwards — we discuss how those values, memories and traditions guide us.

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Where does stellar design begin and end? I used to think I knew the answer, but witnessing the ascension of Girl w/Knife, I've found myself rethinking that. Over the last several years, Elicia Castaldi has sliced not just a singular path through stationery, but home décor and even home design as well. Her stylish wake reveals that rewriting the rules to your own liking is simply a matter of confidence and vision — preferably accessorized with a pair of killer stilettos, of course.

Extending as it does across many product segments, Girl w/Knife is both a lifestyle and a mood, but at its core is the 'digital photoshop collage' process Elicia invented. This framework truly blooms in her greeting cards. She painstakingly paints and collects visual elements, then layers them with just the right copy, reflecting our beautiful but too-often sad world with truth, heart, fashion and the occasional sharp edge. As such, receiving one of these from a loved one during one of life's highs or lows is bound to solicit a deep emotional response. Unsurprisingly, in the stationery domain, Elicia has won a slew of Noted@*Noted Awards and Louie Awards, including the highly competitive 2022 Artist of the Year.

Elicia drops in to discuss not just her design process, but the autobiographical elements running through all her work. From childhood cat best friends to otherworldly interactions with spectacular insects, it's all just fodder for Elicia's next fantastic, elevated creation. Just remember: the biggest consistency here is an element of surprise. Today you might find Elicia on the American Dream Network discussing the renovation of her latest Knife/House in Palm Springs; tomorrow she may be at a book signing promoting her inclusion in the just released Wisdom Of Wildly Creative Women. Yet Elicia is a paper person through and through — and that element remains the lifeblood of her brand.

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This month's dynamo guest is a trailblazer in countless senses of the word. Mary Engelbreit debuted at National Stationery Show in 1983 with just a dozen card designs and a decidedly under-decorated booth — but neither that quantity or the booth mattered. Mary paired her distinctive illustrations with clever messaging that transported viewers to an unexpected, charming place — and the world had never seen anything quite like it! 

Mary's cards caught the eye of a NY Magazine editor during that market, and a design empire was born. Today, having generated nearly 6,500 products and over $1 billion in lifetime retail sales, Mary shows no sign of slowing her prolific roll, lately releasing everything from wallpaper to paint-by-number kits. And, she documents it all in her excellent Instagram feed. (If you want your feed to resemble Mary's, try following @housewrenstudio @noodleandlou @heybilljoyce @sarahvbattle @vintagebycrystal @davidwalker.)  

The mark of a truly inspired maker is the ability to evolve. To reflect our challenging times, Mary created her stark yet still eloquent Engeldark. Any followers she lost were more than mitigated by those she gained.

Landing an interview with this doyenne of design was a dream come true for this paper nerd. Mary's thoughtful, informed perspective on design, licensing, expansion, authenticity, activism and collaboration offer countless insights for the entire stationery community.

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