Fall 2022 - 15

THE CREATIVE PROCESS
Stationery Trends interviewed Woods to learn more.
ST: How long did it take to develop, and did you encounter
any obstacles during that process?
BW: (About) six months. I initially (brought) my sales reps a
completely different concept, but they brought some different
customer needs to my attention. (So) the first idea evolved
into the mini card concept.
We felt that the best way to get buy-in from retailers was
to present our new mini cards as a collection, (so) a fixture
would be a great addition to the release. We imagined our
potential buyer as an independent store owner whose focus
isn't necessarily on cards but wants to offer something that
could accompany gifts. Or perhaps they already have a card
wall but wish to offer something smaller and less expensive,
(with) same quality as their A2 counterparts.
We designed everything backwards. We knew a customdesigned
spinner was undesirable from research and
development, production, and financial standpoints, so we
found a great-looking off-the-shelf spinner by Clear Solutions
that could maintain a small footprint. We found an existing
envelope size that fit within the spinner's pre-determined
shelf dimensions, then designed the mini card to fit it. It
was a great solution. Since no custom dies were required for
envelopes and spinners could be made on an as-neededbasis,
we weren't burdened by a large initial investment, nor
were we sitting on a lot of spinner inventory.
ST: Tell me more about your envelopes.
BW: Thanks to the recommendation of Sue Charlier at
Leader Paper Products, we (selected) the #17 " Mr. & Mrs. "
envelope design. During the 19th and early 20th centuries,
calling cards were a means of sharing one's contact
information - the Victorian equivalent of one's " deets, " so to
speak. These #17 envelopes were widely used to accompany
their calling cards. On an anecdotal level, we've found that
people are interested in the history of our little " Mr. & Mrs. "
envelopes as well.
ST: How many designs were in the launch, and when will
you update them?
BW: The initial launch in January 2022 was composed of 30
mini card designs and the spinner program. As to choosing
what designs to include, we focused almost entirely on scaleddown
versions of our best-selling A2s. We launched with 12
birthday themes, nine friendship/love-related themes, six
congratulations/baby designs, and three additional ideas.
Last summer we expanded all existing categories while
introducing holiday designs for a total of about 60 designs.
ST: How do you recommend retailers merchandise this
collection?
BW: We've found most retailers are displaying the spinner
close to their register (since) they're more of an impulse
purchase. We've also found it helpful to remind customers
that these mini cards fit a gift card perfectly.
Each design adds flair and fun to rote gift card presentations.
Maginating
wholesales its
Mini Card Spinner
Program
via its website and
sales reps. All mini
cards are
also available
individually,
but if
purchased
with the
spinner
program, they
do not come
with cellos.
ST: Anything else you would like to share with Stationery
Trends readers?
BW: We're extremely grateful for the generosity and
kindness found within our industry. Maginating could not
have developed such a well-received product without the
support and expertise of Clear Solutions and Leader Paper
Products. We would be remiss if we didn't mention our
wonderful printer, Swift Print Communications, who goes
above and beyond all expectations. And of course, our dear
reps - our boots on the ground, so to speak. Without their
insight and daily interactions with retailers, we may not have
developed this product at all. S T
STATIONERYTRENDS.COM
15
http://www.STATIONERYTRENDS.COM

Fall 2022

Table of Contents for the Digital Edition of Fall 2022

Fall 2022 - 1
Fall 2022 - 2
Fall 2022 - 3
Fall 2022 - 4
Fall 2022 - 5
Fall 2022 - 6
Fall 2022 - 7
Fall 2022 - 8
Fall 2022 - 9
Fall 2022 - 10
Fall 2022 - 11
Fall 2022 - 12
Fall 2022 - 13
Fall 2022 - 14
Fall 2022 - 15
Fall 2022 - 16
Fall 2022 - 17
Fall 2022 - 18
Fall 2022 - 19
Fall 2022 - 20
Fall 2022 - 21
Fall 2022 - 22
Fall 2022 - 23
Fall 2022 - 24
Fall 2022 - 25
Fall 2022 - 26
Fall 2022 - 27
Fall 2022 - 28
Fall 2022 - 29
Fall 2022 - 30
Fall 2022 - 31
Fall 2022 - 32
Fall 2022 - 33
Fall 2022 - 34
Fall 2022 - 35
Fall 2022 - 36
Fall 2022 - 37
Fall 2022 - 38
Fall 2022 - 39
Fall 2022 - 40
Fall 2022 - 41
Fall 2022 - 42
Fall 2022 - 43
Fall 2022 - 44
Fall 2022 - 45
Fall 2022 - 46
Fall 2022 - 47
Fall 2022 - 48
Fall 2022 - 49
Fall 2022 - 50
Fall 2022 - 51
Fall 2022 - 52
https://www.nxtbook.com/greatamericanmediaservices/STAT/spring-2024
https://www.nxtbook.com/greatamericanmediaservices/STAT/winter-2024
https://www.nxtbook.com/greatamericanmediaservices/STAT/fall-2023
https://www.nxtbook.com/greatamericanmediaservices/STAT/summer-2023
https://www.nxtbook.com/greatamericanmediaservices/STAT/spring-2023
https://www.nxtbook.com/greatamericanmediaservices/STAT/winter-2023
https://www.nxtbook.com/greatamericanmediaservices/STAT/fall-2022
https://www.nxtbook.com/greatamericanmediaservices/STAT/summer-2022
https://www.nxtbook.com/greatamericanmediaservices/STAT/spring-2022
https://www.nxtbook.com/greatamericanmediaservices/STAT/winter-2022
https://www.nxtbook.com/greatamericanmediaservices/STAT/fall-2021
https://www.nxtbook.com/greatamericanmediaservices/STAT/summer-2021
https://www.nxtbook.com/greatamericanmediaservices/STAT/spring-2021
https://www.nxtbook.com/greatamericanmediaservices/STAT/winter-2021
https://www.nxtbook.com/greatamericanmediaservices/STAT/fall-2020
https://www.nxtbook.com/greatamericanmediaservices/STAT/summer-2020
https://www.nxtbook.com/greatamericanmediaservices/STAT/spring-2020
https://www.nxtbook.com/greatamericanmediaservices/STAT/winter-2020
https://www.nxtbook.com/greatamericanmediaservices/STAT/fall-2019
https://www.nxtbook.com/greatamericanmediaservices/STAT/summer-2019
https://www.nxtbook.com/greatamericanmediaservices/STAT/spring-2019
https://www.nxtbook.com/greatamericanmediaservices/STAT/winter-2019
https://www.nxtbookmedia.com