Fall 2022 - 31

COMING TO LIFE
Happy Hour Love has been a real hit and I think it
represents our targeted crossover. Wayne Jiang's beautiful
oil painting bridges the thematic elements of cocktails and
outdoor/landscape.
The surprise hit has to be Merry and Bright Christmas. It
features an illustration by Drew Bardanna so it's no surprise
it's a great card, but what is surprising is that while our existing
customers are slower to adopt the new artists, this card was
far and away our best selling Christmas card for 2021.
ST: What has been the biggest challenge so far, and how
have you counteracted it?
JN: The biggest challenge is conveying multiple messages
during this expansion and transition and letting people
know that we are becoming much more than we used to be,
but that the most important things haven't changed. Our
mission of connecting people with joy and positivity and our
commitment to sustainability are still paramount.
But, we have something great to offer whether you're
buying for a boutique, a gift shop, a grocery store or an
outdoor store. While a company of our size isn't going to
transform overnight into a one-stop shop for everyone, it
is our hope that they will come to see Waterknot as a go-to
source for a full range of greeting cards and that will help
them streamline their buying and make it more efficient.
With our bigger selection, we could potentially be the only
rack they need.
So, we're doing what we've always done - we just keep
trying to find ways to communicate. We didn't go to trade
shows during the pandemic and that's been tough. But we've
tried to really stay in touch with people through email. And
our hope is that there will be kind of a snowball effect. As
people see the line grow and broaden, they will come to expect
more and more from us, and we will be there to meet them.
ST: As you continue on this path, what other changes can
our community expect to see?
JN: I've been using the term " cohesively eclectic " a lot
lately. I've never been one to chase trends; I've had success
because it's authentic and what I know. It's been interesting
to see the line change as I curate more artists. Each artist
brings something really distinctive, but when I look at the
catalog I see that there's still a really cohesive collection.
Something still holds it all together. It's not a single aesthetic
because everyone has their own style. But something about
beauty combined with authenticity, gentle positivity and a bit
of humor seems to cement everything. I think that's where
Waterknot is heading. I expect we will continue to add new
artists, more occasions and themes so that ultimately, we will
grow into a cohesively eclectic brand. S T
A+
RATING
DWH_7.75_x_4.75_HalfPageAd_Holiday2022B.indd 1
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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
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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