Spring 2022 - 64
Books encourage browsing;
switching around great covers
is an easy way to keep
displays fresh.
Photographs courtesy of
Mikola Accuardi for Paper
Epiphanies
S TATIONERY LOOKBOOK
Victoria Venturi, owner,
Paper Epiphanies.
#coolestcardstoreintheworld
This Portland flagship elevates a brand
into an eye-popping, exhilarating
lifestyle destination
BY SARAH SCHWARTZ
Stationery Trends Editor-in-Chief
I
n January 2020, Victoria
Venturi,
founder
and
creative director of Paper
Epiphanies, was enjoying a great
trajectory with her fiery, distinctive
letterpress cards and stationery. Her
designs were in over 2000 stores
across the country, thanks to the
pithy feminist humor and wisdom
that put Paper Epiphanies on the
stationery map.
By April, more than 95% of those
retailers had closed, and Venturi's
accounts receivable was in the
hundreds of thousands of dollars.
Yet, a spike in direct to consumer
orders showed that her cards - and
perspective - were still in demand.
Victoria
ignored
all
retail wisdom and opened her flagship
in Portland, Oregon.
64 SPRING 2022 GIFT SHOP® PLUS
A Lisa Congdon paper plane mural brings some
pink outdoors, meanwhile pink neon peeks through
the window.
Venturi lavished attention on every
last detail. Most important was " a
badass card wall, " she explained.
" Without a doubt that was the MUST
HAVE that trumped everything else.
We wanted to create a card wall that
was simultaneously familiar
completely new. "
Venturi carefully considers how
conventional
every last SKU relates to her tagline of
" Cards. Gifts. Girl Power " - especially
books. " This category choice was a
combination of personal interest and
a desire to tell a larger story. For
us, the books we choose speak for
themselves and encourage shoppers
to look deeper. As a result, " Books are
FLYING, " Venturi enthused.
Accordingly, Venturi's top three gift
products are: This is for the Women
Who Don't Give a F*ck book by Janne
and
Robinson; Neon woven baskets from
an African women's coop; and the
M.I.L.F. Candle by Fvith. Her top three
paper products are: Paper Epiphanies
greeting cards; Moglea hand-painted
journals; and Paper Epiphanies Boxed
Letterpress Notecards.
Watching customers has informed
Paper Epiphanies' evolution, Venturi
observed. " We often get asked for
more product for people with cancer.
It's a sad reality, but support and
sympathy is a growing category for
us. Aside from that, we listen by
watching what people buy: Follow
the money. "
Looking ahead, Venturi plans to
focus on growing her ecommerce
business exponentially this year, and
hopes to open a second location in
2023.
Spring 2022
Table of Contents for the Digital Edition of Spring 2022
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