National Stationery Show
June 18, 2010
As part of my plan for The Color Connoisseur, and in preparation for 2011's National Stationery Show, I wanted to kick things off with a few interviews. Over the next several days, I'll be posting some great Q + A sessions with 3 exhibitors from this year's NSS plus interviews with a rep and a buyer.
So to kick things off, please welcome Susan Connor from SUSYJACK* and HEYSUSY*.
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Susan Connor, the talented designer.
One of the highlights of my experience as an attendee at the National Stationery Show this year, was meeting Susan Connor of SUSYJACK*. I have long admired her work, perhaps because her company is similar to mine in terms of bold colors and graphic modern designs, but at the same time she clearly has her own signature style.
A couple of years ago, Susy posted an amazing two part series of NSS tips and her experiences as a first time exhibitor on her blog, HEY SUSY*and I knew I had to meet and thank her in person. To me she embodies what a professional stationery business owner should be: honest and true to her passion coupled with good business sense. I certainly need to work more on the business sense… the passion is there but sometimes there’s so much passion that it blinds the business side for me. But I’m learning!
My all-time favorite, the SUSYJACK* calendar. Image courtesy of SUSYJACK*.
Anyway, I've been keeping tabs on Susy for a few years and am most impressed by how cohesive her lines are. Her sense of color and her clean designs were showcased beautifully in her booth and I found her advice and perspective to be most refreshing.
Lucky for me, she had some time where we could chat and I could get her thoughts. Susy also gave me great encouragement, which I was so flattered by. I’ll admit she is probably what has most inspired me to truly commit to exhibiting next year.
The SUSYJACK* whimsical line of notepads :: reminder and shopping... coming soon!
Here's the interview:
Claudia :: You mentioned you are excited about your new note pads. As designers, we draw inspiration from all over, what inspired your note pads?
Susy :: I am always inspired by ideas that are a little bit funny, but open-ended. So I was really happy with them, since their design was so simple and fun. Another thing that inspires me is the idea of being organized without being "organized"... we all have our own systems that work...I'm a highly visual person, so a bright pad with a picture of a bag on it is going to remind me what's on my grocery list!
SUSYJACK* offers two size notebooks :: desk and demi. Images on the right courtesy of SUSYJACK*
Claudia :: This was your 3rd year exhibiting at NSS. How has being a part of NSS contributed to your business?
Susy :: NSS is an important show, because it gives you, as a stationery/paper designer, the chance to truly connect with your retailers and audience. Also, NSS is a big commitment financially and emotionally, and that is widely known to attendees as well as vendors. Making that commitment - especially reliably, year after year, is the way I show my retailers and customers that I am still here, still working hard, and still interested in meeting with them, chatting, socializing, and hearing about what they are doing.
A great tip I learned from Susy during our chat in her booth :: learn how to show your merchandise! After seeing her pencil cups being overlooked for 2 days, she decided to stack them on her shelf and add pencils... voila!. Image courtesy of SUSYJACK*
Claudia :: Kudos to you! I see you posting regularly on your blog; plus you Tweet and have a Facebook page that you continually update, all while designing and running your business. How has social media affected your experience at NSS?
Susy :: Thank you. It is hard and time consuming to blog and run a product business. I'm not going to lie. But, I write my blog because I love fun products, and I love the idea of people creating their own style - being inspired, and doing their own thing. So, I try and put my vote out for that attitude in my posting. It also gives me the chance to position my own product adjacent to other products that are along the same lines...in the same spirit. Writing my blog has been invaluable, and it keeps me on my toes. Twitter and FB are other ways I let people know about what I'm up to, and connect with others interested in similar things. Those connections are incredible, and they really create a lot of opportunities for me and my collection.
SUSYJACK* notecards and cartlettes. Bottom images courtesy of SUSYJACK*
Claudia :: What is the best part and what is the worst part (besides tired feet!) about exhibiting at NSS?
Susy :: You knew I was going to say feet!!!!! How did you know? haha
Seriously, the best part is the encouragement and enthusiasm from retailers, press, fellow designers, and sales representatives who take the time to come to the show. It's like fuel, when you are running your own business. It definitely helps to give me the drive to keep pushing on with my line, and my design style.
The worst thing...hm. I'd say the crash at the end. It's totally exhausting. It can be scary to get attention for 4 days straight, then, you get back to the studio and try to do your administrative work. It can be hard to find the mental wherewithal to write cogent thank you's, enter orders, or even look at your products. But somehow, you do it!
Can't wait for these coin banks to be available for purchase at the online shop. Maybe the "seed money" or the "bright ideas" to save up for exhibiting next year? Left image courtesy of SUSYJACK*
Claudia :: Lastly, what is your best piece of advice for a first time exhibitor?
Susy :: I have two pieces of advice. Just my personal opinion, but...
1. *Do not* unhealthfully obsess over your booth. Make it nice but remember, it only has to do two things: Stand for 4 days and show off your products. It does not have to be a tiny retail store or a miniature home fit for Architectural Digest. It is a display. *Do* unhealthfully obsess over your products. Retailers are there to order your products, not your booth.
2. You don't need a huge line to start off with. Just a few strong products. The more products you have, the more keeping that inventory will cost you. So edit your offer, and only show what you feel hangs together as a collection and shows a true point of view. You may not get a lot of orders your first show...but if you have a tight collection, and if you go back the next year, you'll probably see people coming back for more of what they liked the first time! Be patient with yourself, and take your own point of view as a designer seriously.
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Thanks so much for your time Susy! I look forward to seeing you next year and keeping up with all things SUSYJACK*. Your pep talk at the show has definitely motivated me!
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Posted by Flavia
Friday, June 18, 2010 at 12:53 pm
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June 15, 2010
Eleven months. Seems like an eternity, doesn't it? But these days time flies and 11 months from today the Fig. 2 Design Studio will be heading over to the Javits Center to begin our first day as an exhibitor at the National Stationery Show.
Here's my plan, at least as it stands now:
T - 11 MONTHS :: June 15-July 14 : brainstorming + researching
T - 10 MONTHS :: July 15-August 14 : re-designing + tweaking of existing wedding collections {Fresh + Felicity}
T - 09 MONTHS:: August 15-September 14 : offset printing for revised designs in Fresh + Felicity collections
T - 08 MONTHS :: September 15-October 14 : assembly of wedding collection albums
T - 07 MONTHS :: October 15-November 14 : design additional product line
T - 06 MONTHS :: November 15-December 14 : printing of additional product line
T - 05 MONTHS :: December 15-January 14 : design packaging for additional product line
T - 04 MONTHS :: January 15-February 14 : design + print catalog
T - 03 MONTHS :: February 15-March 14 : booth design
T - 02 MONTHS :: March 15-April 14 : print + design marketing materials
T - 01 MONTH :: April 15-May 14 : not sure yet... most likely loose sleep, eat bad take-out + over think everything I just mentioned
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June 30, 2010
For our last and final inter view, I can’t say I saved the best for last, because all the interviewees have been so gracious in answering my questions and being cheerful participants; but at the end of the day, the goal of being an exhibitor at a show like NSS is to make connections with buyers. The media coverage and new connections with other designers are great benefits of exhibiting, but you are there to impress buyers with your products hoping they will pick up your line.
Julie Johnston from Fluff Paper in Denver is a buyer I had the opportunity to meet in person while at NSS. She recently opened her very own brick and mortar shop so I was excited to hear what she thought of this year’s show from a buyer’s perspective.
The images below are all lines that Fluff Paper is proud to carry on line and in their shop.
Please help me welcome Julie!
Fluff Paper in Denver. Photos courtesy of Fluff Paper.
Claudia :: You carry a variety of designers, each with their own unique style. What are you drawn to as a buyer vs. as a consumer (new exhibitors, booth design, buzz, etc.)? What do you look for when scouring NSS?
Julie :: I'm looking for something different, something that stands out - not more of the same. The only way I can compete with other stores is to have something that's truly different, something they can't get from different places. I'm not carrying them yet, but I love Spark's invitation and stationery albums just because they stand out. They have unique designs, not just another variation on chinoiserie or vintage flower illustrations or grey everything or whatever the trend of the moment is, and it made me genuinely excited to finally see their albums in person. I want the things that will be the next trend, because if everyone is doing something, that thing is nearing "played out" status. I love it when artists have a unique and distinctive voice. For example, Rifle Paper Company - their work pops up on wedding or stationery blogs and you know it's theirs before you get to the credits. I also look for variety within lines. There are some lines I love but I can get a large enough order together to meet the manufacturer's opening minimum, so I look elsewhere. If there's enough variation for me to get a good-sized order - plenty of holidays covered, plenty of blanks cards, and maybe some gift items - then I'm happy. And, of course, I look at MSRP. Letterpress and screen printing and more labor-intensive means of production are becoming more common so the general public is learning more about them, but it's still a tough sell sometimes when a very plain, simple card is $4.50 or $5.00 retail because it's letterpressed. *I* certainly appreciate the quality and aesthetic, but consumers are still being educated.
Welcome a little one with a card by Orange Beautiful. Image via Fluff Paper.
Claudia :: I see you on Twitter, and you post on your blog when you are able to... it's tough to keep up with it all, plus you've recently opened a storefront, congratulations! How did social media affect your experience at NSS?
Julie :: Social media has been great for me, because I'm not an outgoing person usually. Things like Twitter and Facebook allow me to connect with peers and manufacturers so when I walk into their booth or meet them for drinks there's no awkward, "Who are you?" moment - there's actually a flash of recognition, and maybe someone remembers I have a cat named Meatwad or I live in Denver or whatever that kernel might be, something that allows us to connect immediately. I just need to get better about blogging; it should be a priority, and instead it's that thing that I kick myself for when I remember at the end of the day that I didn't post anything.
On the heels of our interview with Old Tom Foolery, card by the smart duo. Image via Fluff Paper.
Claudia :: What are 2 things as a buyer you most frequently ask exhibitors?
Julie :: I always ask for catalogs and/or line sheets. I know they're expensive to produce, but I have trouble keeping track of orders as I'm creating them when everything is in a PDF or on a website. I like to site down with the catalogs and make notes and attach page flags, so having the physical information in front of me is important. I also like to find out what their bestsellers are - since I'm a small, independent store, I need to focus my buying on stuff that's going to move off the shelves or that people are responding to. Then I can sprinkle in some new stuff to test the waters with without losing my shirt. Show specials aren't as big a deal to me; I usually take things home to think them over and actually picture where things will fit in the store before I place an order.
Love these patterns by Fin + Roe! Image via Fluff Paper.
Claudia :: What drives your decision to carry a particular line in your shop?
Julie :: If I would buy it, I would carry it - heck, I opened a store because I love to buy all this stuff. There are some lines I feel a connection with immediately - usually either because it's funny and well-written or because there's an uncommon artistry to it. Anyone can put a scroll and some type on a card - I'm drawn to reinterpreting those elements in new and interesting ways. There are other factors too - like the bigger a brand gets, the less likely I am to carry it. I just don't want to compete with bigger stores; I'd rather be a specialty niche. And if I am looking in your booth and you're on your computer or not engaging me, it's the difference between me coming in and checking out your line and me moving on down the aisle. Being somewhat shy, I need that engagement to feel like I can come in. So me carrying your line can sometimes have nothing to do with what it actually looks like.
Just a sampling of the papers from Pink Paislee that Fluff carries. Images via Fluff Paper.
Claudia :: Lastly, what is your best piece of advice for a first time exhibitor?
Julie :: It's such a little thing, but - put your booth number on the walls! I do a lot of pre-planning before the show and make a list of my must-see booths, so often as I'm walking the show I'm looking for a number and not necessarily a name and I get frustrated when I can't find someone. The smart exhibitors are the ones who put the booth number on the edge of their side walls so people can see it when walking down the aisles.
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Thanks so much for your time Julie! Great advice and perspective, especially for a newbie like me. I'm looking forward to seeing you again next year and keeping up with your adventures as a shop owner!
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Posted by lori (aka: marzi)
Wednesday, June 30, 2010 at 03:55 pm
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June 22, 2010
As you can see, I’m in grammar mode these days, so it seemed only natural that I would follow the well received stationery vs. stationary post with that of Lauren Weinblatt and Joel Gryniewski of Old Tom Foolery.
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Lauren and Joel posing for their mug shot.
Old Tom Foolery is not your typical stationery company- they don’t have cute little cards in different shapes and sizes that come in a variety of colors that are full of illustrations, or scrolls, or whatever their “graphic element” would be. Instead, they are canny and slick and use the most wonderful and simple graphic element of all: type!
In 2008, they launched Old Tom Foolery’s first line of "unsappy, uncrappy" greeting cards, The Footnotes Collection.
Don’t you wish you could have given that high school crush this card? If he didn’t love you, at the very least you would have gotten credit for the quick-witted card. Image courtesy of Old Tom Foolery.
This year, they debuted a new line, The Headlines Collection which did not disappoint. Just as unsappy as the Footnote Collection, this series is snarky and witty just the same.
How many times could you have used this one in your life? Image courtesy of Old Tom Foolery.
As straightforward as their lines, Old Tom Foolery’s booth design at the Stationery Show was perfectly in line with their “unsappy” product offering, but had the Old Tom Foolery touch. Lauren and Joel brought with them a Polaroid camera along with a few cut out moustaches taped to wooden sticks and invited guests to be photographed with the moustaches for their Wall O’Fools. So clever and fun!
That's me posing for my mugshot. Note to self :: not a bad way to remember all the people that walk into your booth, sometimes business cards don’t come facial recognition software! Photo by Old Tom Foolery.
I was lucky to catch them in a few minutes of downtime between visitors for a brief chat.
Here’s what they had to share:
The Typestache poster designed by Tor Weeks for Old Tom Foolery, for sale here. Image courtesy of Old Tom Foolery.
Claudia :: You mentioned you are most excited about your Typestache poster, which features moustaches in a variety of fonts ranging from Helvetica, to Gotham, and Filosofia; Helvetica being one of those Love It or Hate It fonts designers love to chat about. Where do you stand on Helvetica as a font? What typestache best fits your personality?
Lauren :: We are fans of Helvetica. A good, solid straightforward typeface for straightforward types of pieces. I think the typestache that fits me best is Mr. Oxford. And for Joel I'm going to go ahead and say he's probably a Mr. Copperplate.
Claudia :: This was your 3rd year exhibiting at NSS. How did this year compare to your first year in terms of preparing for the show? Was it easier because you had the experience or was it more difficult because you are more established now?
Lauren :: Every year has become less stressful and more fun for us at the NSS. We're learning what works and what doesn't and now we look forward to seeing people there. It's great to catch up with other manufacturers and also to connect with the buyers who keep us in business. And it's always exciting to meet the people whose work or stores you've seen and become fans of. Bloggers and other press people are always fun to chat with too.
Another great way to create buzz at the show: tote bags!
Claudia :: Social Media is all the craze now. I see you posting regularly on your blog; plus you Tweet, post to Facebook and are planning your wedding (congrats!), all while designing and running your business. How did social media affect your experience at NSS?
Lauren :: Social media has made it so much easier to have a dialogue with stores and other manufacturers. It give us bits of information about our buyers and a peek into their stores which is always great to start conversations and get a sense for what their stores are like. The better your relationship with a buyer, the more likely they will continue to support your business.
I also love searching for #stationeryshow or #nss on Twitter around the NSS to see who is going to be there and what their products or stores are like.
Image courtesy of Old Tom Foolery.
Claudia :: What is the best part and what is the worst part about exhibiting at NSS?
Lauren :: The best part is the exposure. It's such a great way to put your company out there and meet the buyers you need to grow your business while also meeting other great people in the industry.
The worst part is just the prep time and expense that goes into planning the show. While it's been getting easier every year, it always seems like there are lots of things that end up needing to happen last-minute and that can be stressful.
The Footnotes Collection as displayed at NSS.
Claudia :: Lastly, what is your best piece of advice for a first time exhibitor?
Lauren :: We've been so impressed by how genuinely nice and supportive everyone in this industry has been. My advice is to not be afraid to ask questions. Whatever you might be stuck on in the planning process, whether it's lighting, shelves, shipping, or anything else, it seems that stationery people are always willing to help out. We've all been there before and know how stressful the first show can be.
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Thanks so much to both of you for your time! I hope to see you next year and look forward to keeping up with all things Old Tom Foolery.
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June 25, 2010
For the last designer interview, I chose Liz Libré of Linda & Harriett known for her pattern designs :: fresh and colorful and full of personality!
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The talented Liz Libré of Linda & Harriett.
Right before the National Stationery Show, Liz posted an entry on her blog letting her followers know that she had re-evaluated what direction Linda & Harriett would take in the future. For years, Liz had worked with brides one on one, designing custom invitation suites, mainly with her signature rubber stamp designs. Although I was taken by surprise by her honesty in the re-evaluation of Linda & Harriett’s future, I was inspired by her thought process and felt comfort in knowing I wasn’t the only one battling with what I really want for my business. Reading Liz’s post really inspired me as I walked through NSS. It meant a lot to have the chance to meet Liz in person and thank her for the refreshing post. Lucky for Liz, her re-evaluation came at the perfect time as she and her husband are expecting their first child in a few months!
I had seen her posts in the past regarding her booth designs, but this year was by far my favorite! Top image by Fig. 2, others courtesy of Linda & Harriett.
As some of you may know, Linda & Harriett’s calendars have a great recycling element to them. The back of each month is a post card! So once the month is up, just trim the bottom off and you’ve got a fun postcard to send, or in my case save because it’s too nice to send! This year, Liz’s booth had vintage post cards (found on e-Bay) framing the booth walls and interspersed she placed a few of her own designs. They stood out beautifully against all the handwritten cards in the background.
Being a type lover, I am always intrigued by hand lettering and Liz's is so charming! Images courtesy of Linda & Harriett.
I was so glad to meet Liz. She is just as nice in person as she seems on her blog. Being the gracious booth exhibitor she is, she was more than happy to answer a few questions and chat with me about her plans for Linda & Harriett. Some great things are happening, so let’s welcome Liz!
The Birthday Calendar is available online at the L&H shop. Images courtesy of Linda & Harriett.
Claudia :: You mentioned you are excited about your birthday calendar, inspired by the fact you and your husband have 18 nephews and nieces! As designers, we draw inspiration from all over, what inspires your work on a daily basis?
Liz ::Well, I wish I were creating on a daily basis. But as a primarily one-woman show, I inevitably have to fill some days with invoicing, shipping, email, and just general upkeep. With my new direction of monthly projects, I'm doing more idea-thinking these days - What product do I want to introduce? What materials do I want to work with? Can I come up with something that isn't currently out there or do it better than what is? When I'm thinking about these questions, new projects & coming up with ideas, I feel the most inspired when I've got a clear head, when I'm not in front of a computer, when I don't have a long list of to-dos staring me down, when I can be alone with a notebook & pen and fill it with ideas - big & small, good & bad. When the ideas can flow freely on the page without judgement, that feels good. And then the act of creating & fleshing out those ideas has to be just as free - letting them take form & seeing what happens.
Linda & Harriet will continue to work with brides one on one. Images courtesy of Linda & Harriett.
Claudia :: This was your 4th year exhibiting at NSS. A post on your blog right before NSS 2010 talks about how you've come to really focus on why you set out to do what you love and decided to pull back quite a bit on what you offer wholesale. I'm excited about your monthly limited edition projects. Any sneak peak news you'd like to share?
Liz :: Even though I've pulled back on wholesale, it was a good show for me. My monthly projects will likely tend towards paper for now - but look out for textile & possibly wood projects early next year.
Image by Fig. 2.
Claudia :: How do you manage everything? I see you posting regularly on your blog, plus you Tweet and have a baby on the way (congrats!), all while designing and running your business. How did social media affect your experience at NSS?
Liz ::Social media has increasingly made the NSS more exciting. It started with blogs a few years ago and this year (since I was new to Twitter over the past year) I felt like there was a definite buzz surrounding the show. People were sharing photos directly from the booths, planning times to meet up, tweeting what booths were must-sees. There was a real energy in the air that felt great to be a part of.
The 2011 Calendar will be available in August. Order soon, they sold out quickly last year! Bottom left image by Fig. 2, all others courtesy of Linda & Harriett.
Claudia :: What is the best part and what is the worst part about exhibiting at NSS?
Liz ::The best part of exhibiting at the NSS is catching up with & meeting people - fellow exhibitors & designers, new shop owners, magazine editors, bloggers. I love that part the most, but it's also exhausting. I don't talk that much on a daily basis or have to be that "on," so I'm totally tapped out by the end of the day; especially this year being pregnant. That was a whole new level of tired for me:) Other drags about the show can be the costs. I luckily live nearby & am able to store & reuse materials year after year. But I think the exposure & experience of showing outweighs those costs.
Photo courtesy of Linda & Harriett.
Claudia :: Lastly, what is your best piece of advice for a first time exhibitor?
Liz ::My advice for a first time exhibitor would come in a few parts.
For set up, try to do so early if you can, so if you need anything last minute, you'll have time. I find the set up pretty tiring, so it's nice to give yourself a little cushion before the big days ahead. Also in terms of set up, if you drive your stuff, you can double park a car/van/truck out front as long as someone is there with it. You'll have to haul the stuff in yourself, but I think it's far easier than having them move you in. (I hope they don't ban me for saying that!)
For booth display, I'd recommend simplifying your space as much as possible. Try to have your products clearly visible (light!) and make sure the eye isn't too distracted. I'm always fighting the urge to fill up the space with stuff (plants, tables, chairs, candy jars), but attendees are going cross-eyed after an hour there, so the simpler & more focused, I think the better.
For things to have on hand, you'll definitely want press packets. The first year we put them in the press packet area, where press can come & grab all the press packets at once. But I think it's better to hold on to them & give them out as you want. That way, you'll have control over who gets them & in turn, you'll get the business cards of those press people to follow up with after the show. Plus, you have the advantage of meeting them in person & talking face to face about your product - more interesting than a press packet on a shelf, don't you think?
Come show time, get lots of rest, wear comfy shoes, and have fun. After the first couple days have passed, have someone man your booth while you walk around & talk to other exhibitors. That's the best part of this show - meeting fellow paper people! So step out of your booth & introduce yourself.
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Thanks so much for your time Liz! I hope to see you next year and will continue to check in with Linda & Harriett for your monthly projects. And thanks again for your pep talk on the blog, it really has inspired me!
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June 28, 2010
Many stationery designers use reps to help their business grow. Their service and expertise is invaluable and I am so honored to have met Carina Murray of Crow and Canary while at the National Stationery Show. Carina represents a variety of stationery lines along the west coast and acts as a liaison between designers and buyers. She loves the paper business and is dedicated to the designers she represents. She travels constantly along the west coast meeting designers and buyers alike. After meeting her for drinks during the NSS I followed up with her feeling this interview would be most helpful to me as I start to really dive into every aspect of preparing for the show.
The following images represent just a brief assortment of the lines represented by Crow and Canary.
Please welcome Carina!
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Red Cap Cards is based in Beverly Hills, California. The illustration show here is by the talented Bianca Gomez. Image courtesy of Red Cap Cards.
Claudia :: You represent a variety of designers, each with their own unique style. What are you drawn to as a rep vs. as a consumer? What do you look for when scouring NSS?
Carina :: I do tend to focus on picking up lines that have a distinctive aesthetic and design voice. When representing 25+ lines, it's important that they stand out from one another. Although I'm definitely a bit charmed by booth design and media buzz, I try to not to let those things influence me too much. Overall, I'm looking for originality, organization and collections large enough to pique my buyer’s interest. If I am considering a line, but find it has too many similarities to a line I currently represent, I would absolutely pass on it. It's important that I don't bring on lines that directly compete with designs that are already represented in my collection.
Gilah Press is semi-local to Fig. 2! The Baltimore based company, represented by Crow and Canary, offers letterpressed goods, including a line of plantable cards. Images courtesy of Gilah Press.
Claudia :: In the past 6-9 months, I have seen Social Media explode. I was so hesitant to jump on Twitter and start a blog even though I knew it would be a must do at some point. And thanks to Twitter I’ve connected with others like you in the stationery world. I see you posting regularly on your blog and Twitter, all while traveling the west coast doing what you do best. Do you feel social media affected your experience at NSS this year?
Carina :: The show is awfully exciting on it's own, but when you add the pre-show tweets and blog postings it take things to a whole new level! I love the dialogue that social networking creates for NSS. Both Twitter and blogging are perfect platforms to develop camaraderie amongst those attending, creating buzz about your booth, giving followers sneak peeks of new product and the chance to meet industry contacts that you may not otherwise have reached. It's truly an excellent resource for exhibitors, buyers and press. And, I have to admit - it's a bit thrilling to have Twitter and blog friends stop me on the show floor and exclaim, "Oh my goodness, you're Carina from Crow and Canary!"
I once had the pleasure of meeting the lovely Leigh Batnik of Jezebel here in DC and she sent me some samples- some of which I couldn't bear to let go of! Images courtesy of Jezebel.
Claudia :: What are 2 things as a rep you most frequently ask exhibitors?
Carina :: Do you have a printed catalog?
Although, it's not a complete deal breaker, I prefer to work with lines that print catalogs and line sheets. Catalogs don't have to be anything fancy, but it's a vital sales tool for both the designer and rep.
When did your line launch?
If a line that is just debuting launches their product at the show, I'm rather unlikely to pursue representation. There is an evolution process that takes place for most new product lines. Many designers benefit from establishing relationships with retailers directly in the beginning. Feedback from buyers will help guide the product, packaging, and pricing.
The same evening I met Carina in person, I also briefly met Fiona Richards of Cartolina Cards. I was immediately struck by the beautiful vintage illustrations she uses and hope to get my hands on one of her journals! Images courtesy of Carolina Cards.
Claudia :: I noticed a number of booths at the show had signs reading looking for representation. How does a designer best let you know she is interested in being represented?
Carina :: I'm frequently approached by email or phone. Occasionally a designer will mail me a package of samples and a line sheet for consideration. I receive quite a few inquires and do my best to respond to them all. Any of those options work for me.
I'm really into pattern right now, and these from Ink and Paper are beautiful! Images courtesy of Ink and Paper.
Claudia :: Lastly, what is your best piece of advice for a first time exhibitor?
Carina :: Remember that your product is the most important component of your booth, so make certain that it's well lit. Good lighting attracts buyers to take a closer look and invites press and blog coverage – well-lit items are so much easier to photograph. Have plenty of catalogs, business cards and press kits available- don't be afraid to give out samples of your line to a contact that is genuinely interested. Lastly, don't sweat the small stuff. I've had near nervous breakdowns about carpeting or fresh flowers before exhibiting at gift shows. Although these lovely details are appreciated by many show-goers, they aren't make-or-break components. Your product should be the main attraction in the booth!
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Thank you so much for your time, Carina. Your help has been tremendous in learning more about the rep side of the business and I look forward to seeing you again next year!
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Posted by Fiona Richards
Monday, July 5, 2010 at 12:36 pm
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July 15, 2010
Ten months to go till Fig. 2 Design hits NYC for the National Stationery Show! Last month I laid out the plan for the remaining months until May 2011. First months goal was to brainstorm and research. Check!
Part of the Vintage Cameo suite from The Fresh Collection.
I’ve decided on the pieces I want to re-design this coming month. The Fresh Collection doesn’t have anything I necessarily want to re-design completely, but I am going to offer everything as 2 color, not 3 so there’s some tweaking to the files that needs to be done. I will still show 2 or 3 designs as 3 color, only because I feel strongly there are a few that would benefit from being 3 color (particularly one of my favorites, Vintage Cameo). From The Felicity Collection, there is at least one that I want to completely start over on. I like the combination of colors for Refined Victorian, but the truth is, it’s SO not my style. It’s a little too traditional, and the pattern isn’t fresh enough for what I prefer. I think I was too influenced in thinking of what brides were looking for at the moment, and thanks to some recent feedback, I’ve decided to re-evaluate some of these designs to make them truly fit the Fig. 2 style.
Part of the In Full Bloom suite. It's so fun and happy!
I LOVE the In Full Bloom design and think I’ll move it over to The Fresh Collection and slide Gilded Charm so it works for The Fancy Collection, which means I’ll need to come up with another design to replace it in The Felicity Collection. The Fancy Collection will be the letterpress line. It’s been in the works for a few years, it just needs to be perfected and well studied before I invest in the making of the album.
Close-ups from the Gilded Charm suite :: the Save the Date and Table Number cards.
In addition to a letterpress line of wedding invitations, Fig. 2 will have a new product that is more suitable for everyone. I am still mulling this over… note cards or calendars or both? Do you have another idea? Something you wish someone would make and you haven’t seen yet? Comments, suggestions or thoughts on this are more than welcome! Are you a buyer? A designer? A consumer? I feel I can’t be too informed in this process, so the more info the better.
Stationers… am I crazy for even thinking of doing 2 additional product lines AND the 3 albums, especially if this is my first NSS?
Wish me luck as I go off to tweak and re-design. Hopefully this month-to-month thing works out as planned and I don’t have a complete meltdown come May!
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Posted by nina
Friday, July 16, 2010 at 06:22 am
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