The Stationers Guild

Swoozie’s, the gift  and stationery store chain, filed for bankruptcy on March 3.   Citing their ill-considered acquisition of 13 Blue Tulip stores in the northeast as a contributing factor to their demise, the Atlanta-based chain reportedly owns 43 stores in 15 states.

The bankruptcy of Swoozie’s is just another example of how venture capitalists have failed to understand the dynamics of the personalized stationery business.   Why Swoozie’s acquired the failed Blue Tulip stores (also in bankruptcy) last year remains a  mystery.  Nevertheless, I suspect that there was some form of finacial chicanery or tax play involved since both companies are owned by private equity firms.   As the financial crisis has taught us all: greedy financial wizardry lasts as long as the merry-go-round continues to go round.  I for one extend my heartfelt sympathy to each and everyone of the 350 Swoozie’s employees who have  lost their job.

The fine stationery industry is in a crisis:  there is simply too much product chasing a finite market.    Companies who seek to extend their distribution channels either physically or digitally will only compound the problem and most will fail.   I don’t have the answer, but what I see happening doesn’t augur well for the future of our industry.  It takes very bold leadership to back the “slow stationery” movement and continue to produce beautiful papers while other others are compromising standards to remain price-competitive.    Frankly, I don’t see much value in chasing the The Taylor companies down the price chain.  They are even beginning to make “Made in China” look good. 

Richard May
Founding Member Stationers Guild

With money tight, many bridal couples are seeking ways to economize on their weddings.  Very often they opt to create their own wedding invitations.  While this may seem a wise decision, it often ends in frustration or a wedding invitation that doesn’t quite rise to the importance of the occasion. 

Each month we have several panicky couples  drop into our store for advice on how to redo their DIY wedding invitations.   Just this weekend, one young couple who had paid a free-lancer to design their wedding invitation sought our advice on selecting paper for their design.  Their budget was $400 for 150 invitations.  Unfortunately, we explained that a full-bleed invitation (artwork design extended to the border of the print area) and a custom-cut invitation would be far more than their budget permitted.

It is most disappointing to see the anguish that ensues when couples realize that their inexpensive wedding invitation has turned to create your own wedding invitations.  Before you do so, I strongly recommend that you consult a stationer in your neighborhood who generally has several lines of attractively priced wedding invitations and provide expert advice on styling and etiquette.  You will not be sorry you have done so.  Also, many of these stores carry card stock that may be used for your wedding invitation in the event you decide to fly solo.

DIY Wedding Invitation Tips

1. Always start with the paper.  Many people start with the design only to realize too late that they can’t find the “right” paper stock.  Papers come in a variety of sizes and weights.  Some stores carry pocket stationery to hold your invitation, directions and accomodation cards and other information.
2. Use the heaviest paper weight possible.  Weight matters.  Neverthless, paper stock above #96 (ninety-six pounds) will generally not go through an ink jet or laser printer.
3. Seek matching envelopes.  We recommend including a reply card set with your invitation and, as such, it is wise to insure that there are matching paper stock and envelopes in the stock you select for your invitation.
4. Avoid being too cutesy!  There is a tendency to incorporate all kinds to design elements into a DIY wedding invitation.  Remember, it is a wedding invitation not an arts-and-crafts project.   The key is moderation and a clean design.  
5. Maximum of two font styles.  More than two font styles is confusing and detracts from the elegance of the invitation.  Try to restrict the number of font styles to two.
6. A Question of Etiquette.  There are few things more disturbing than the lack of proper etiquette in the wording of your invitation.  While customs change, proper etiquette is never out of fashion.  A few big dont’s:
   • Do not put the URL of your wedding website on the invitation
   • Please, no gift registry information on the invitation
   • Resist using a monogram no matter how cute (after all, you aren’t married) 
7. Color.  There are many ways to incorporate color into your invitation.  Envelope linings, borders and font colors to name a few.  Like font styles, too much color tends to cheapen the look of the  invitation.  If in doubt, go with black.
8. Motifs   The judicious use of motifs can often create a sense of ”place” “time” or “energy.”  For instance, a sea shell motif for a beach wedding; or an acorn for a fall wedding.    You might want to use theme motifs on different elements of your wedding papers ensemble.  For instance, a palm tree on the wedding invitation and a sea shell on the reply card set.  Use your imagination, but don’t go overboard.  Too many motifs can be as distracting as colors and font styles.

If you are committed to doing it yourself, following these tips won’t lead you too far astray.  Again, there is more than meets the eye in crafting a wedding invitation and you are well advised to consult a stationer in your neighborhood for expert advice.

Sheila P. May
Thérèse Saint Clair