The Stationers Guild

I spent this weekend with dear friends in Princeton, New Jersey. They had recently returned from a wedding in India and were anxious to share their impressions of the celebration. The wedding ceremony lasted more than 5 days and involved hundreds of people. While the rich colors of the saris and the hilly terrain of Jaipur provided a stunning stage set for the wedding, I was struck by the elaborate rituals and how joyfully the families and guests embraced this sacred Hindu ceremony. It served as a stark contrast to something that I find is often missing in our country: honoring traditions.

Two or three times a week, I come across a news release (often online) of a wedding couple that “wants to make a statement” about something that it is totally unrelated to the wedding ceremony itself.   While these well-meaning “statements” are often cast as a couple showing their “commitment to the environment” or some other worthwhile cause, I can’t help but wonder if the wedding ceremony is the appropriate place to lobby your cause.  Do your guests really care?   Personally, I would be offended if the wedding ceremony is used as a soap box for the current cause célèbre rather than the joyful union of two individuals.

Is it wrong to feel this way?  Perhaps so, but I contrast today’s modern weddings where couples seem to spend more time pressing their agenda rather than professing their love.  Have we lost interest in those traditions that are deeply rooted in religious ceremony and the no less sacred importance of honoring our families and community?   Call me a traditionalist, but I watched in awe at the beauty and pagentry of an Indian wedding which continues to joyfully honor those traditions. 

Richard May
Therese Saint Clair

Blogger and Crane & Co. historian Peter Hopkins posted an interesting article on his “discovery” of several thousand old engraving dies at Crane’s printing facility in North Adams, MA.  Accompanied by Gayle Driggers, Crane & Co.’s Product Manager for Personalized Stationery, Peter uncovered some stunning steel dies from times past.  Samples of some these beautiful designs may be found on his blog.

While most dies are now etched on copper, engraving continues to be a popular and elegant form of printing.  Skilled artisans at Crane & Co. have years of experience in creating dies from their own proprietary designs or entirely new dies from artwork supplied by their clients.  Sheila May of Therese Saint Clair remarks “that Crane has produced some stunning dies based on ink drawings of stately homes, the recreation of family crests from old papers and even four-color plates for golf stationery.  Since each color requires a separate die and press run, it is quite remarkable to see these skilled craftsmen operate the presses to achieve the close-registration required in most multiple color print jobs.” 

The opaque color of the ink, raised printing and the slight bruising on the back of the paper is a sign that your stationery or invitation has been engraved.

Sheila May
Therese Saint Clair

There is a huge difference between designing a custom wedding invitation with an experienced stationer and populating a website template supplied by an Internet dealer.  While you may have some initial ideas in terms of colors, time of the season or, perhaps, you have seen a sample invitation in a bridal magazine, most young couples will use a search engine.

“Custom wedding invitations” must be a very popular search term as evidenced by the fact that there were more than 2 million pages listed on Google when I entered that phrase into the search bar today.  While there are many websites competing for your eyes, the question is whether they are useful.  I guess it depends on what you are searching for and whether you wish to play a meaningful role in designing your wedding invitation.

Based on the sheer number of websites that appear in the top listings for organic search (not paid), it appears as if the vast majority of these websites represent online printers or online resellers.  Customization to an online printer or reseller means selecting from a number of sample images on their website and then filling-in an online template for the wording, font style, inks colors and quite possibly the printing process.  While some of these websites are very sophisticated, the process is similar to painting by the numbers.  I have written previously about the pitfalls of selecting wedding invitations online, but this approach may work for some people.

For those seeking a truly “custom” wedding invitation, I strongly recommend that you consult an experienced stationer in your neighborhood.  You may find one of these stationers by entering your zip code or city and state in the search bar on the StationersGuild website.  These stationers carry a number of samples provided by leading designers and fine paper companies in the industry.  Many of these companies such as Arabella, Smock, Page, Mr. Boddington, Oblation, Lallie, Prentiss Douthit, Encore and Julie Holcomb do not sell online and instead rely on their authorized dealers to act as an interface between the client and the printing company.  Seeing invitation samples from a variety of designers and paper companies is essential to help refine your customization options.  While at first it may seem a bit overwhelming, when your work with a leading stationer you will be able to narrow down your options and discuss ways to add your own customization ideas to create a truly personalized invitation.

While leading companies such as Crane & Co. and William Arthur have a large network of qualified dealers, they also allow you to create your wedding invitation online.  While some people may find this more convenient, all of their online customization options and many more can be obtained by working with one of their qualified dealers.  As Sheila May of Therese Saint Clair points out, “99% of my wedding invitations contain one or more customization features that are simply not available in the samples provided by my fine paper companies or online.  Most brides want to stamp their personality on the event with something meaningful or of special significance to the bridal couple and their families.”

The syndicated online news release is a great way to create “buzz” about your stationery store and announce important community events.  For the most part, these online services are relatively inexpensive and in many cases are free.  Writing a “good” press release requires a bit of skill since you want to avoid shamelessly promoting your business.  After all, it is a “news release” and not an “advertisement” or political message.

While online services are quite useful in disseminating information to the search engines and local news services, you should be aware that there could be some unintended consequences.  Specifically, your news message can be usurped by banner advertisements.  Also, keywords in your release maybe hijacked by hyperlinks to redirect readers to a third-party website and, perhaps, that of a competitor.  It is as if your news release were simply buried in the classified ads of your newspaper.

An interesting case in point is today’s news release by Blissful Designs, a UK company that provides online invitations and stationery.  The article was syndicated by Live-PR yet it contains banner ads from online competitors and hyperlinked keywords that were added by Live-PR to redirect the reader to competitive websites.  As the snap-shot below illustrates, the competitors get more attention than Blissful Designs.

Blissful_News_Release

As you can see, the two Banner Ads from Paper Divas overwhelm Blissful Designs’ news release.  You have to question whether Live-PR was a useful way to promote their new website.  If you plan to use a “free” or an inexpensive online syndication service, you may well end up promoting a competitor.  Personally, I use PR-Web which allows the user to control how their ads will be displayed.  It is certainly more expensive, but absolutely worth the protection that your message won’t be distorted by advertising parasites.  Furthermore, the success of online printers is more often determined by search engine optimization strategies than by selling fine papers.  Let the online buyer beware!

Today I came across a news release by Paper Divas discussing wedding trends for the 2009 season.   They claim to be a “preferred resource” for wedding style and etiquette, but I have always thought of them as a tech-savvy company selling template-based online invitations and stationery.   Paper Divas has done an outstanding job optimizing their website for search.  Nevertheless, their real challenge is to convince bridal couples to buy wedding invitations online.

While expediency sometimes gets in the way of common sense, buying fine stationery and custom invitations online is downright silly.  Gosh, would you would risk $500 or more for an online wedding invitation when the odds of getting what you want are stacked against you from the get-go? 

First, internet image resolutions are of poor quality and often purposely distorted to avoid reproduction.  With a limited internet color range, different monitor resolutions and poor quality image reproduction, it is almost impossible to determine the outcome of your printed invitation.

Second, paper texture and the weight of the paper stock are vital components in selecting your invitation.  Why not visit a qualified stationer and feel hundreds of paper samples rather than the one or two that might be sent to you by an online store? 

Third, colors change dramatically depending on the printing process you use.  Wouldn’t it be nice to see true color reproduction on different paper stock rather than leave it to chance with your online dealer? 

Fourth, most quality paper companies and designers recognize that crafting a custom wedding invitation is more than filling-in an online template.  In fact, many of the leading fine paper companies do not sell custom invitations online. They simply want the buyer to feel their papers, discuss printing options and receive expert advice from an experienced stationer before making a major financial commitment.  In short, they want the buyer to have a positive outcome based on “real” samples and expert advice rather than the “luck-of-the-draw” with an online store.

If you want expert advice, simply consult a qualified stationer in your neighborhood.  Many of the leading stationers can be found on the Guild website.  Don’t be seduced by the online hype.  Some things are best done in person and creating a custom wedding invitation is certainly one of them.

Richard W. May
Founding Member

This is the second installment of an article summarizing a conference at January’s National Gift Show at the Javits Center entitled “Get Real . . . Green Verification and Certification” that I attended this week.   The conference demonstrated how difficult it is to verify “green” claims some of the pitfalls in the verification process.  If you wish to read the first installment, please visit “Green Verification & Certification – Part 1“.

The second speaker was Mac McCoy, the Founder and CEO of the Tibet Collection.  While equally committed to the environment, Mr. McCoy approaches the issue from a somewhat different perspective:  How to you assure yourself that goods sourced from abroad meet fair trade standards?   While respect for the environment is clearly an important consideration, the Fair Trade Federation also examines labor practices and the creation sustainable businesses that adopt fair and sound business practices.

Mr. McCoy believes that “Fair Trade” is built on three principles:  Dialogue, Transparency and Respect.  The Fair Trade Federation is supported by members who commit to use sound business practices and to voluntarily work with other like-minded organizations throughout the world.  Companies who source from abroad and the United States can used the Fair Trade Federation to determine if their suppliers are members of the Federation.

Mr. McCoy believes that organizations like the Fair Trade Federation are raising awareness within the business community to support businesses that act responsibly.  Nevertheless, it is an “evolving” process that is gathering momentum and certainly helpful in building sustainable business in the emerging markets.