Behind the Stationery: Emily McDowell

This next story is a really special one that Emily McDowell brought up with me when chatting about this column’s story. She’s been running her company – creative and business – for 5 years and is embarking on a huge change in her company structure. Kindly sharing some very honest details about the struggles she faced in her company’s rapid growth, Emily’s here to delve into how she’s overcoming and choosing what’s best for her business. – Megan

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

I’m a writer and illustrator, and I started what became Emily McDowell Studio in 2011, as an Etsy shop selling illustrated prints. I had recently quit my full time job as a creative director/writer in advertising, and I was freelancing in that business and trying to figure out what I wanted to do with my life.

Pinterest was just getting started at that time, and people were really responding to my work, repinning it all over the place. Lettering also wasn’t a huge trend yet and I’d always loved lettering – it was what I did in the margins of paper when I was bored all through school, and then in meetings once I started working – so people were really digging what I was doing there, too. For the first year and a half, I only sold prints (printed myself on a home Epson). I really wanted to make cards, but at first I thought it’d be too hard to make a profit on something that costs less than $5. I was very interested in the idea of making cards for the relationships we actually have, since so much of what was out there were traditional messages that I didn’t feel personally connected to. Cards also let me combine my writing and illustration skills, plus my love for psychology and human observations, in a really fun, interesting way.

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

In 2012, I had an idea for a Valentine card for the person you’re kind of dating, but not really, which was something I’d never seen before. I had 100 printed at a local printer and put it in my Etsy shop in late January of 2013. It went viral and I sold 1700 in a week before I had to cut off shipping. That experience helped me see that there was a real need for the thing I wanted to do.

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

In May 2013, I launched my wholesale stationery line at NSS with 45 cards. I wrote about 35 orders for boutiques and got a huge Urban Outfitters order, which allowed me to get a studio space in downtown Los Angeles (I had to, since the 96,000 cards I was having printed wouldn’t fit in our apartment!). The company grew really quickly; after a year in business, I had 6 employees and we were in about 1,000 stores and doing a big chunk of our sales online.

I have never had a business partner, so I’ve always run the business and done all the creative. This has been rewarding, but also tremendously challenging. As we continued to grow, I was spending about 85% of my time managing staff, infrastructure, production, finances, and putting out various fires. The creative got pushed to the bottom of the pile because it was the only thing I could do on my own, so I did it late at night and on weekends when emails weren’t coming in and people didn’t need me for anything

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

It had always been my vision to make all kinds of different products beyond stationery – as a creative person, my brain just works that way, and as a formerly naïve person to the world of business, I figured it couldn’t be THAT hard. (Famous last words!) In 2014, we introduced tote bags, mugs, dish towels, and about 4 other categories of gift products. The bigger we got, the more challenging it was to produce gift – the logistics alone are mind-boggling. After running into issues with quality, timeliness, and cost in the US the first year, we began sourcing overseas, which is of course risky in different ways. We had some major issues and financial hits along the way, like a shipment of 10,000 tote bags that arrived six weeks late with the handles falling off, that we had to figure out how to have re-sewn at a local sewing house, while fielding countless angry phone calls from stores due to the delay in shipping. I’m really proud of us for pushing through when we all wanted to give up, and figuring out so many things on our own.
Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

In May of 2015, we launched Empathy Cards, which took the business to a whole different level. This unexpected growth coincided with building out and staffing our own warehouse in Las Vegas last spring after outgrowing two spaces in Los Angeles due to the storage space requirements of gift products (stationery takes up a lot less room than anything else!). By last summer, we were in 1700 stores and I had 13 employees. The six full-time employees at our office in LA included our head of sales, two wholesale coordinators, head of operations, production/customer service manager, and communications manager. In Las Vegas, we had 5 fulltime/2 part-time employees, who managed inventory and fulfillment of all our wholesale and website orders.

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

My life was constant, unrelenting problem-solving, which is part of being an entrepreneur, but this was extreme. I was in the strange position of being incredibly grateful for our success, but simultaneously exhausted and stressed out all the time. Part of why I left my career in advertising was that I was tired of the stress and sacrifice of working 80-hour weeks for ten years, but I found that I’d traded one business in for another.

This past year, I began to feel like the quality of my creative work was really suffering, and even though I’d delegated so much to my fantastic team, it felt like an impossible task to continue doing the kind of innovative creative work required to keep the business afloat while I was also running the business. I was also having to say no to a lot of creative opportunities that I really wanted to do, like writing and speaking, because I just didn’t have time.

At the end of 2015, in looking at our numbers, we realized that the wholesale arm of our business was bringing in slightly more than half of our revenue, but took ten times the resources and effort to run than our website, which accounted for the rest of our revenue. We had a lot of internal conversations about the best way forward, and it was clear that we needed to make some changes.

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

At NYNOW in January, I had a meeting with the folks at Madison Park Group about doing a special licensed collection with them, featuring products that we would never be able to make ourselves. A close friend and mentor of mine, Margo Tantau, had just come on board as MPG’s head of product development and creative, and she and I had been trying to figure out how to work together for a couple of years. I also knew two of MPG’s artists fairly well, and had always heard fantastic things about them as a company.

I came out of that meeting realizing that working with MPG might be a bigger opportunity than a licensed collection, and we started talking about what it might look like to enter into a partnership. We ended up negotiating a licensing contract in which Madison Park took over our production and fulfillment for wholesale, which means that about 80% of my daily responsibilities have been absorbed by their team. I still own and have complete creative control of the brand, and we are continuing to run our website and that half of the business ourselves.

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

The way it works now is that I come up with ideas, writing, and art for new products, and work with Margo and MPG’s product development team to get them made. Madison Park handles all the logistics and finances of production, and all our products destined for wholesale are stored in their warehouse in Seattle. We are able to buy inventory from them to store at our warehouse in Las Vegas and sell on our website.

Two of my three wholesale employees became Madison Park employees doing their same jobs on our brand, so when retailers call the same person answers the phone. Our sales reps and showrooms are remaining the same, and we’re keeping our own trade show booths and wholesale catalogs; those things are just managed by MPG now. Our wholesale orders are all shipped out of MPG’s warehouse and retailers submit payment to them.

This new system allows me to focus on doing what I started this business to be able to do: write and design products! We’ll still be making as many cards as we always have, but we’ll be adding so many new gift categories that we never could have figured out on our own. Between October and January, we’re going to be adding six new categories, which basically doubles our gift offering.

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

In some ways, this was a tough decision because it felt a bit like throwing in the towel on a thing we had worked so hard to build for three years. But in looking at the long-term health of the brand, thinking about my upcoming 40th birthday and the badly needed changes to my personal life, we all agreed that this was a great solution for the company. I feel really grateful to have been given this opportunity, and for the first time in a while, I feel excited about ideas instead of just feeling stressed about not having the time to come up with them.

The vast majority of our retailers have been thrilled about this shift (hey, more stuff to sell!). I wasn’t sure how other designers in the indie community would react, given that we basically sold out, but the reality is that 95% of the people in this industry are incredibly kind and supportive, which is really a special thing. All our paths are different, and there are a ton of different ways to build a business. I have the utmost respect for artisans and letterpress printers, but it was never my intention to be a maker; I’m personally more drawn to the creative idea part of making stuff. Ultimately, our businesses have to serve our lives, and as entrepreneurs, it’s all too easy to forget this and make your life about serving your business.

Behind the Stationery: Emily McDowell / Oh So Beautiful Paper

All photos courtesy of Emily McDowell.

Interested in participating in Behind the Stationery? Email Megan at megan (at) ohsobeautifulpaper (dot) com for more details.

The 2016 National Stationery Show, Part 2

As exciting as it is to see brand new exhibitors at the National Stationery Show each year, I always look forward to visiting veteran exhibitors who I know I can count on to wow me at the show. So this is just the first recap featuring a few of the exhibitors that form the heart of my can’t-miss-list at the show year after year, from Sugar Paper to Rifle Paper Co. to Moglea. As expected, Sugar Paper just completely knocked it out of the park with their new collection of leather and chambray folio covers and desk accessories (all with a gold foil monogram option!), along with new office stationery (I’m in love with that weekly to do list), greeting cards, and more!

National Stationery Show 2016: Sugar Paper / Oh So Beautiful Paper

National Stationery Show 2016: Sugar Paper / Oh So Beautiful Paper

As always, this post is FULL of photos – so click through to continue reading after the jump!

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Frozen Cocktail Recipe: Missionary’s Downfall

I’m rapidly running out of May but I still have plenty of mint. And with the unofficial start of summer taking place this weekend, it feels like the perfect time for a mint frozen cocktail recipe. So here’s a classic Tiki drink that uses a LOT of mint, the Missionary’s Downfall. â€“ Andrew

Missionary's Downfall / Mint Frozen Cocktail Recipe by Liquorary for Oh So Beautiful Paper

Missionary’s Downfall

1 1/2 oz Silver Rum
1/2 oz Apricot Brandy
3/4 oz Lime Juice
1 oz Mint Syrup
1 1/2 oz Pineapple-Honey Syrup
2 mint sprigs

To make the mint syrup: first make a simple syrup by melting a cup of white sugar into a cup of water over low heat, stirring frequently until the sugar is fully dissolved. Then, blanch 5-6 sprigs of mint in boiling water for 15 seconds, then remove them and immediately immerse the mint in a bowl of ice water. After a minute, remove the mint and blot it dry with some paper towels. Combine the mint and syrup in a blender and blend the mint to a pulp. Strain the syrup through cheesecloth or, better yet, a coffee filter to remove any solids. Bottle and keep refrigerated.

To make the pineapple-honey syrup: combine equal parts honey and pineapple juice in a saucepan over low heat. Stir frequently until the honey and juice and fully melted together. Bottle and keep refrigerated.

To make the Missionary’s Downfall: combine all the ingredients in a blender with the leaves of two mint sprigs and a quarter cup of crushed ice. Blend until smooth, adding more crushed ice as needed until the drink starts to fold in on itself. Pour into a Tiki mug or coupe glass and enjoy!

The Missionary’s Downfall is an original, a creation of Don the Beachcomber back in the 1940s. And it’s a fun one: mint, of course, and lots of citrus; grassy dry rum and floral honey and fruity apricot brandy, all layered in that perfectly Tiki way. And it’s green, verdantly green, the sort of green that reminds you of those green hillsides in a place like Hawaii.

Missionary's Downfall / Mint Frozen Cocktail Recipe by Liquorary for Oh So Beautiful Paper

A note on that apricot brandy: we’re talking here about an apricot (or peach) eau-de-vie, a liquor distilled from apricots, dry up front and with a floral, fruity finish on the back of the palate. We’re not talking about apricot liqueur, a sweet, low proof spirit made by steeping apricots and then blending in sugar. For the most perfect, classic Missionary’s Downfall, you need the real deal. But! It’s not the end of the world if you decide not to stock your bar with a fairly specific, fairly hard to find ingredient. Even though this drink has been around for decades, or maybe because of it, there doesn’t seem to be a single standard recipe for this drink out there. And there’s no cocktail police who will arrest you if you come up with your own.

Missionary's Downfall / Mint Frozen Cocktail Recipe by Liquorary for Oh So Beautiful Paper

I’ve seen people use apricot liqueur, or just straight brandy, or peach bitters here. An apricot liqueur will add fruity sweetness to your drink, not quite the same but still pretty good. If you head in that direction – substituting or dropping the apricot brandy, I’d recommend adding in a bit more rum in its place, to balance out the sweetness and proof of the drink.

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Glassware by Liquorary

Photo Credits: Nole Garey for Oh So Beautiful Paper

 

Seasonal Stationery: Graduation Cards!

Usually graduation and Father’s Day gets a bit lost in the shuffle of post-National Stationery Show recaps (poor Dads and grads!), so this year I decided to space my recaps out just a bit more to leave some extra room for a couple of round ups! With college graduations actively underway and high school graduations just around the corner, here are a few cards to congratulate your favorite new graduate – plus lots more in the Market List right here!

2016 Graduation Card Round Up by Oh So Beautiful Paper

1. Even C students deserve congratulations, from Ladyfingers Letterpress

2. My sentiments exactly from Emily McDowell Studio

3. Thumbs up from Ashkahn

4. I couldn’t resist this silly graduation card from Iron Curtain Press

5. I love this card for a soon-to-be-globetrotting graduate from Lucky Horse Press

6. Cheers to the new graduate by Mr. Boddington’s Studio

7. A modern take on a classic card from Sugar Paper 

8. Colorful horizons from Hello!Lucky

9. Sweet and simple congratulations from Ink Meets Paper

10. A fun square card to match a square graduation cap from Love Light Paper

And TONS more graduation cards in the Market List right here!

Wedding Stationery Inspiration: Garden Wedding

Summer is almost here, which means outdoor wedding season! I love garden weddings, because they feel more intimate and you’re starting with an already beautiful canvas. Here are some ways to highlight this magical setting and create a memorable day for both you and your guests. – Annie

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Use a wooden ladder, adorned with florals and crisp white calligraphy, as a welcome sign. | Concept & Photography: Life in Bloom Photography, Styling & Stationery: Sunshine & Confetti via Inspired By This

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Potted herbs serve as both escort cards and wedding favors. | Photography: Belatheé, Event Planning, Floral Design, Stationery: The Nouveau Romantics via Snippet & Ink

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Gather inspiration from your surroundings with illustrated garden menus. | Photography; Anushé Low, Stationery & Paper Goods: The Story House via Style Me Pretty

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Have fun with your natural setting! I love this literal family tree with framed family photos attached to a tree trunk. | Photography: GreenAutumn Photography via Style Me Pretty

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Gold insect pins add a whimsical touch to elegant calligraphy escort cards. | Photography: Kimberlee Miller, Coordination, Design, & Paper Goods: Orange Blossom Special Events via Green Wedding Shoes

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Surround calligraphy table numbers with an assortment of potted plants. | Photography: The Great Romance Photo, Florals & Paper Goods: Hello Gem Events via Green Wedding Shoes

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Display handwritten escort cards and tiny plant clippings in delicate glass boxes. | Jose Villa Photography, Event Planning: Jill & Co Events, Paper Goods: Lazaro Press & Design via Style Me Pretty

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Incorporate garden elements by using terracotta to display your menu and table numbers. | Photography: Yasmin Sarai Photography, Signage: Meghann Miniello via Green Wedding Shoes

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Get a personalized stamp to use on cups, party favors, thank you cards… | Photography: Laura Nelson Photography via MODwedding

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Create a unique backdrop with pressed flowers. | Photography: Hannah Lemholt Photography via Bajan Wed

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Use a book with botanical illustrations as your guestbook. | Photography: Jessica Lorren, Designer, Planner & Stylist: Jessica Sloane Event Styling & Design via Once Wed

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Create a floral garland, backdrop, or curtain. | Photography: Wild Whim Photography, Event Designer/Coordinator: Kori from La Boheme Events , Florist: Stella Bloom Design via Ruffled

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Use rocks with calligraphy as escort cards. | Photography: Joy Thigpen via Once Wed

Wedding Stationery Inspiration: Garden Wedding / Oh So Beautiful Paper

Give your guests the gift that keeps on giving with seeds of your favorite plant. | Photography: Jason & Anna Photography via MODwedding