Meet Michele: A Q&A with the Founder
Throwback to winning my first Louie Award
You know paper&stuff for colorful cards and bold designs, but today I want to share a bit more of my story and how this small-but-mighty business came to life. Consider this your behind-the-scenes look at the inspiration behind paper&stuff, my creative process, and the surprises I've encountered along the way.
Why does this matter to you?
Because choosing paper&stuff means supporting thoughtfully designed products that prioritize sustainability, authenticity, and genuine human connection. Every product you choose reflects the careful decisions, bold creativity, and real stories behind the brand. In short, you're getting more than a card—you're getting a meaningful piece of thoughtful design.
Behind the Name
How did you come up with the name paper&stuff?
Naming a business can feel overwhelming, especially when you're eager to dive right into the creative part. I wanted a name that was clear, simple, and immediately communicated what the brand was about—just like they always say to do on Shark Tank, right? The idea behind paper&stuff was straightforward: paper products, greeting cards, and all the delightful things that surround them. My goal was to spend less time agonizing over the perfect name and more time designing products people would love. To be fair, straightforward naming is kind of my thing—after all, my rabbit's name is Bunny.
A Lifelong Obsession
What inspired you to start paper&stuff?
paper&stuff grew out of my lifelong obsession with greeting cards (and my childhood card collection!). My mom always encouraged us to create handmade cards growing up, and seeing the joy they brought her sparked my passion for connecting through paper. With a background in graphic design working on small teams, at ad agencies, and in startups, I missed seeing my designs out in the real world instead of just glowing on screens. Plus, I noticed most cards leaned heavily on illustrations. I saw a clear opportunity to focus on vibrant graphic patterns and clever typography instead.
A Happy Wholesale Accident
How did you first get into the greeting card industry?
It was a total happy accident! Back in early 2020, I had a few casual designs listed on Etsy and figured I’d try selling at local craft markets. On a whim, I applied to NY Now, thinking it was a small, cozy fair. Turns out, it’s a massive industry-leading trade show. When the acceptance emails (and serious paperwork) started coming in, I quickly realized, "Okay, things just got real." You can read more about that whole backstory in this blog post.
One-Woman Show
Who handles the designs at paper&stuff?
For now, paper&stuff is a one-woman show, meaning I handle design, business, shipping, customer service, and the occasional pep talk. I set the creative direction, focusing on designs that are playful, bold, and clever, distinctively paper&stuff.
Organized Chaos
What does your creative process look like?
I try to carve out dedicated time for designing, but inspiration usually hits randomly, and I've learned it's best to just lean into it instead of getting caught up in the task I "should" be doing. When creativity strikes, everything else gets pushed aside (unless it’s super important and timely, of course). On the flip side, I embrace creative blocks as opportunities—when creativity stalls, it’s usually a perfect time to switch gears and handle less creative tasks, like customer outreach or SEO updates. Staying motivated is about balancing short-term wins with long-term goals and giving myself permission to rest.
Why Design Matters
What's your secret ingredient for designs that stand out on crowded card shelves?
It's all about authenticity, attention to detail, and a commitment to thoughtful graphic design principles—qualities that surprisingly aren't always common in the greeting card world. Many cards rely on trendy illustrations or surface-level humor, but paper&stuff cards are deliberately designed with vibrant colors, playful but sophisticated typography, and genuinely relatable messages. My background in graphic design means every choice, from the placement of letters to the subtle patterns and textures, is purposeful. The result? Cards and gifts that feel distinctive and special—not something you pick up casually, but something you carefully select because it truly fits the moment and the relationship you're celebrating.
Sustainability Built In
How do sustainability values influence your creative decisions?
Sustainability matters deeply to me personally, and it naturally influences the decisions I make for paper&stuff, from design to production. I always prioritize eco-friendly materials, like FSC-certified recycled paper, minimal packaging, and locally sourced supplies. These choices help reduce environmental impact and keep paper&stuff aligned with my personal values. I genuinely believe thoughtful products shouldn’t come at the planet’s expense, so sustainability isn’t just a nice-to-have—it’s integral to my creative process. You can read more about my thoughts on this in this blog post.
Running paper&stuff has taught me that the best way forward is to stay open to inspiration, lean into creativity when it strikes, and embrace the unexpected twists along the way. I’m excited to keep designing thoughtful, colorful products that help you celebrate life's moments—big, small, and everything in between. Thanks for being part of the journey!
