Shop Girl Focus is back and we're featuring Sheridan of Paper Affair in Lombard, Illinois. Sheridan opened up her branch of the popular Paper Affair stores in 2008 at the Shops on Butterfield, part of Lombard's Yorktown Center. Since Lombard is Bella Ink's hometown, we made a visit as a group to Sheridan's store during the 2008 Holiday season. We've been begging her to take part in our Q&A feature ever since. We are thrilled to share her responses with you now.
So Sheridan...
Q: What motivated you to open your own business? A: Initially, my desire to stay home when my daughter was born. I have always had a love of paper and typography. Starting a small-scale stationery business out of my home seemed like a great plan. As time passed it became evident that my "stay at home" concept had challenges that would ultimately limit its potential, and we began exploring our options for growing into a physical space.
Q: What has been your biggest challenge in the last year?
A: Aside from the economy, which certainly isn't discriminating to new businesses, I think our single biggest challenge is exposure, getting our name out there and letting people know who we are and what we do. Word of mouth marketing has been our biggest success to date and we continue to evaluate which media channels provide us with the best return. I'm sure that will be an ongoing challenge.
Q: What are you most thankful for?
A: First, I have such a wonderful support group in my family and friends. Not only have they been supportive of me fulfilling my dream of opening the store, but they have tolerated my absence, my obsession & my oh so many mood swings that come with the labor of love we call retail. Second, obviously, we wouldn't be anything without the fabulous clients we get to work with on a daily basis! We are very fortunate to work in an environment where, 98% of the time, our clients are celebrating.
Q: What is your favorite celebration of the year?
A: I can't even pick one. There are SO many things about each that make them unique and fun to celebrate. The 4th of July is a fantastic bash at a neighbor's house, but there's also the fun of planning a family costume theme for Halloween, organizing the menu for Thanksgiving, decorating the house at Christmas...
Q: What stationery trends do you think have staying power?
A: I think it'd be safe to say that
Letterpress is going to take off. Maybe not until the economy starts to turn a bit more, but there is definitely more buzz around the process. Another trend that I think is catching on here is personalization. I grew up in Kentucky and know from personal experience how prominent personalization and monograms have been in the South for years. I am amazed at how many people come into our store and have been blown away at the idea of having note cards printed with their name or monogram.
Q: What was the first stationery show you visited?
A: My first show was The Chicago
Living & Giving Mini show in August 2008, just before we opened. The best thing about the shows is getting to see all of the lines in one place. The worst thing is hauling around all of the literature and trying to cram the whole show into a short visit. We primarily use the show to "see" things, then schedule follow-up appointments so we don't spend too much of our time writing orders.
Q: What design adorns your personal stationery?
A: My monogram or my name. I'm sort of simple like that, I guess?!?! Perhaps it has to do with my interest in typography, or that my name is unique enough that it usually isn't pre-printed on anything in a store? On something more casual I would usually have polka dots, which would explain at least half of the official name of my business, Polkadot Pinwheel.
Q: In what time frame do you think thank you notes should be mailed?
A: This is a trick question! I'll answer with the caveat of do as I say, not as I do or else my good girl friends will surely rat me out! I would say that, for smaller events, it is best to have thank you notes mailed out within 2 weeks. With larger events, or if you are encouraging children to write their own notes, the timing is going to be stretched out a bit. Definitely the sooner the better... then it's off your to-do list.
Q: What is the biggest temptation in having your business located within a large shopping complex?
A: I wish I could say it was handbags or shoes or something that sounds really chic, but anyone that knows me would know that it's the stinkin' food court! I'm a fast food junkie... and I would venture to say that if you stop by and I don't have a Diet Coke in hand, it's probably because I just finished it and haven't made another run.
Q: Is there a favorite snack food you like to stash behind the register?
A: I personally have been trying to keep my protein bars on hand, but, inevitably someone will bring M&Ms (you know who you are!!!) or some other deliciously evil treat that is impossible to resist!
Q: Do you have a favorite in-store soundtrack?
A: We use
Pandora Internet radio in the store, so we have a wide variety of play lists that we cycle through on any given day. There are definitely two favorites you'll hear when I'm in control of the tunes... I pick Michael Buble for any day/anytime, good music. But there are definitely times, usually in the evenings near closing, when I'll flip over to the Zac Efron station to get my High School Musical and Radio Disney fix!
Q: Living or dead, who would you invite to your party?
A: Oprah Winfrey. She is such an inspiration to so many people.
Q: Whose diary would you like to read?
A: Oddly enough, my own. Unfortunately, I haven't started writing it. When my grandfather passed away several years ago, a few of the neatest things we found amongst his belongings and photos were a journal and a bunch of letters that he had exchanged with my grandmother when they were younger. The letters were amazing stories from his travels in the military. The journal was more of a chronicle of his life, which he started documenting later as he became interested in his ancestry and family heritage. One day, perhaps, I'll start so that I have a similar treasure to look back over down the road.
Q: What is your personal motto?
A: Enjoy each day for what it is and don't sweat the small stuff that you likely can't control anyhow.
Q: What is your favorite off-duty activity?
A: Spending time with my family and friends, just being lazy and watching everyone live and play!
You can find Paper Affair-Lombard at:
340 Yorktown Center
Lombard, IL 60148
P: 630-627-2222
E: yorktown@paperaffair.com
W: www.paperaffair.polkadotpinwheel.com
