This month's Shop Girl Focus spotlight is on Kerri of Paper Trendz, located in Oklahoma City, OK. Kerri's love of paper products began while she was planning her wedding a few years ago. The invitation selection process made her realize there was a need for stationery businesses offering a relaxing environment in which to view and purchase quality invitations at reasonable prices. In 2006 she opened her by appointment only home studio and corresponding online store. Shopping from bed in your pajamas is definitely relaxing!
So Kerri...
Q: From where or whom did you get the best advice about starting a business?
A: From my better half. He said to make sure I started small, paid the bills and continued to enjoy what I do... and so far those three things continue to pay off.
Q: Why have you opted to sell stationery online over other products?
A: I love parties and planning and everything paper. I decided that this is my "calling." I get to be creative and help people at the same time. Paper Trendz is a passion that I have cultivated over the last few years, and I hope to build it into something even more than just stationery.
Q: What factors into the buying process when selecting which brands to sell?
A: Ease of dealing with the vendor. Being a home studio/online retailer limits me on what I can keep in stock. I like to be able to place an order today and have it out in the mail to me by the next day. Also, the willingness of the vendor to drop-ship.
Q: What was your best moment as a businesswoman in the last year?
A: When I tripled my sales from the year before! But my best moment as a retailer in a service industry was when I helped a young woman paying for her wedding on her own. She had no money really budgeted for invites and we found a way to work with her to make her day special. That is why I do this...
Q: As an online retailer, do you feel that online businesses will replace or outnumber bricks and mortar businesses in the future?
A: I feel there is a place for both. Some people are overwhelmed at the online process and choose to go to a bricks and mortar. Even though we sell to many brides a year [online], I still have people that just want to go to a stationery studio. At the same time many people enjoy the process of just buying at the computer, from their house, at 2:30 in the morning.
Q: Do you feel it is appropriate to replace a phone number with an email address for the RSVP?
A: Yes and no. I feel there is a sentimental/traditional feel to the phone RSVP. However, we must adapt to the time that we are in, and most people have said it would be much more convenient to respond via email. There was a time that we responded via written word long before phones...
Q: How far in advance should invitations be sent out for a destination wedding?
A: A "Save the Date" is a must in this situation. I would send the "Save the Date" out no later than 5 months prior. Really, 6 months is acceptable. Make sure to include accommodation options and other important information. After that, I think 12-16 weeks is plenty of time [for the invites].
Q: Where is your favorite place to buy/download fonts for your cards?
A: We have found that scrapbook font sites are the best for our industry. They weed out all the "scary" and "plain" fonts and give us a great selection of whimsical and fun fonts.
Q: Stationery designers are turning to the digital printing process more and more, especially for photo cards. How will this positively/negatively affect an online retailer like Paper Trendz?
A: I really think that this will help us. I love the look of letterpress and other print options, but digital is so crisp and clear--and much more cost effective for most people. I can see us moving to 100% digital on our everyday items (leaving room for special requests and weddings, etc...)
Q: Designers are also preparing their holiday lines for the National Stationery Show in May. Based on this past holiday season, what do you believe customers will be looking for more/less of this coming holiday season?
A: Our trends indicate that they will be looking for less of the formal gathering invitation/holiday card and more of the fun and unique. Zebra/animal prints are still very much a hit for us right now... as are blues and pinks and browns at holiday time. Also, people are really migrating towards the photo card that has the photo printed on the paper instead of attached to the paper.
Q: Do you have a favorite stationery show city?
A: Obviously NYC was so much fun for us. But being close to Dallas, we love to go to the show there as well. Many retailers think there isn't a way to get to NY and make it work, but I am here to tell you that it can be done and it can be done on a budget (with a great hotel)!
Q: Any must visit locations outside of the show in NYC?
A: Go to Pete's Place for pizza. I think it's on 47th--the Times Square location. If it's your first time [in NYC], don't waste precious moments inside a museum. Take a 1/2 day red bus tour... you will see so much more of the city!
Q: What types of stationery do you find to be resilient in this economy?
A: Babies and weddings... They both need showers, parties, announcements/invites...
Q: Who is more selective, new moms or brides-to-be?
A: Has to be brides... but not always in a bad way. This is just an important day for them that, hopefully, only happens once. I think new moms are too tired to be extremely selective, but they still want cute announcements.
Q: If somebody freezes up when they need to write a "Thank You" note, what would be your best piece of advice for them?
A: Think about how that gift/gesture made them feel. Also think about the person giving it. If all else fails, make sure to write: "Thank you for _____." Then tell them what you did with the gift and tell them how thoughtful it was. People want to think you didn't hide it in a closet or throw it away.
Thanks, Kerri!
You can find Paper Trendz online at: http://www.papertrendz.com
Oklahoma City area residents, call for an appointment:
866-556-1617 (between 10AM and 6PM CST)
