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!
Comments (1)
Posted by Fiona Richards
Monday, July 5, 2010 at 12:36 pm
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