Five years, five lessons: What running a creative business has taught me
It’s been five years since I made paper&stuff official — five years since I took the leap from an idea to a real business, complete with a name, a very small product line, and a whole lot of hope (and nerves). Back then, my “studio” was a dining table, my “warehouse” was a cabinet crammed with inventory, and my “strategy” was equal parts ambition and improvisation.
Since then, paper&stuff has grown into something so much bigger than I could’ve imagined. A brand that’s not just about greeting cards but about connection, creativity, and celebrating life’s little moments. It’s been a journey of scrappy beginnings and unexpected experiences.
As I reflect on the past five years, I’m sharing five lessons that have shaped paper&stuff into what it is today — lessons learned through trial, error, and a whole lot of figuring it out along the way.
Lesson 1: Success looks different than you think
When I started paper&stuff, I thought success was all about the big markers — financial goals, major milestones, and landing dream wholesale accounts. And while those things are still important, I’ve learned they’re not the only way to measure success. Back then, I thought if I could just hit those external goals, I’d feel like I had “made it.”
Five years later, I’ve realized that success isn’t one-size-fits-all. There’s still plenty of joy in the big wins — like being named one of the ’10 Makers to Watch’ by Stationery Trends or winning a Louie Award. But I’ve also come to appreciate the quieter victories: a heartfelt customer review, a store reordering its bestsellers, or seeing someone tell a friend, “This card is so you!”
It’s also about moments of reflection — like looking back at my scrappy 2020 NY NOW booth and comparing it to where I am today. Those small moments of growth, where you can see how far you’ve come, are just as meaningful as the milestones you dream about when starting out.
Success, I’ve found, is about creating work I’m proud of, becoming more intentional in my decisions, and learning to celebrate both the big and small wins along the way. At every stage, it means something different — and sometimes, just getting through a tough season is worth celebrating, too.
From my first NY Now booth in 2020 to my most recent booth in 2024.
Lesson 2: Slowing down can lead to better results
The second half of 2024 was tough. Creativity felt like a struggle, and I realized I wasn’t giving myself the time or space to step back and reevaluate. I was so caught up in the day-to-day that I forgot to check in with myself. What if I gave myself permission to slow down? What if I trusted that stepping back could lead to better decisions and ideas in the long run? What if I accepted that sometimes, I just need a break?
That shift wasn’t easy, but it’s been one of the most valuable lessons I’ve learned. I don’t have to be in hustle mode 24/7/365, and experimenting with how I approach work — not just what I create — has made me more understanding of myself and my needs. And it turns out, giving myself space to rest can be just as important as pushing forward.
Take my January 2025 launch, for example. I planned to release 20+ new cards, but alas, my creative flow was nowhere to be found, leaving me scrambling as the print deadline loomed. At one point, I thought about moving forward with designs I felt only so-so about, just to meet the goal and check it off the list. But instead, I paused, scaled back, and focused on fewer designs that I truly felt proud of. That decision not only brought me more confidence in the final collection, but it also reminded me of the importance of alignment — making sure what I’m putting out there reflects my vision and values.
Over the years, I’ve also learned that being more selective in the products I release is a smart financial decision. By focusing on designs I truly believe in, I’m less likely to end up with products sitting on shelves, taking up space, and losing money on unused inventory. Slowing down doesn’t just lead to better creative outcomes — it leads to smarter business choices, too.
Lesson 3: Systems are your superpower
Early on, my “systems” were pretty much nonexistent. Inventory lived in boxes scattered around my living room, my shipping station was the kitchen table, and my most reliable workflow was making lists. It worked, kind of — until I couldn’t find inventory fast enough to pack an order on time or forgot where I stashed extra envelopes. As paper&stuff grew, I knew I needed something better.
Today, I have workflows that make everything from packing orders to tracking inventory seamless. These systems don’t just save time — they create space for creativity to thrive. By streamlining the operational side of the business, I’ve been able to focus more on what really matters: designing products and building connections.
While setting up backend processes doesn’t always feel urgent (it’s easy to push that off for “later”), I’ve learned that the upfront effort pays off big in the long run. One of my favorite parts of this journey has been figuring out these behind-the-scenes processes. I’ve embraced tools like Notion to keep everything organized, and I’m looking forward to sharing more about this in 2025 to help other small business owners find their flow.
Lesson 4: Experimentation is part heart, part strategy
When I started paper&stuff, I leaned entirely on my gut — designing what I loved, what made me laugh, or what I thought would resonate. And for the most part, that approach worked. Over the years, though, I’ve added a layer of strategy to the mix, experimenting not just with creative ideas but also with how I make decisions.
For fun, I started tracking sales data against attributes of the cards to see if trends would emerge — cards with witty versus heartfelt messages, illustration-dominant versus typography-driven designs. It was fascinating to see patterns and think about how that information could inform what I create next. But what I’ve realized is this: while the data is useful, my best work still comes from following my heart.
I like to think of it as “data-informed” rather than “data-driven.” The numbers might point me in a certain direction, but ultimately, I trust my gut to guide the final decision. Some of my most popular designs weren’t what the data suggested would be a hit — they were ideas that simply felt right to me.
Experimentation is about finding that balance between letting data inform the journey without ever letting it take the wheel. That blend of heart and strategy keeps things interesting, exciting, and uniquely paper&stuff.
Lesson 5: It’s the people that matter most
At the heart of everything I’ve done over the past five years is one thing: people. Whether it’s a customer picking up a card to send a thoughtful note, a retailer adding paper&stuff products to their shelves, or a fellow creator offering encouragement, those connections are what make this journey worthwhile.
Being part of the stationery community has been one of the most rewarding parts of running paper&stuff. Volunteering with the Greeting Card Association and stepping into the role of Louie Awards committee chair in 2025 feels like a full-circle moment, giving back to an industry that has given me so much.
I wouldn’t be here without the people who believed in this brand from the beginning. Every order, message, and customer review reminds me that paper&stuff isn’t just a business — it’s a way to create and celebrate connection.
Looking back on five years, it feels amazing to see how much has changed — and how much has stayed the same. The heart of paper&stuff has always been about creating thoughtful, playful designs that help people connect, and that’s something I hope never changes. Here’s to the next five years — maybe with a little less winging it, but always with curiosity, growth, and plenty of thoughtful designs to celebrate life’s little moments.
