The Stationers Guild

Maybe it’s time to consider getting off of the beach for a few minutes and visit a stationery store in your neighborhood to see Crane’s great summer stationery promotion.  Until August 2nd, you receive 25 FREE thank you notes or custom stationery for every order of 75 or more.    This promotion is available at Crane dealers throughout the United States or at Crane Online.

I’ve always had a love for fine paper and innovative styles. I still recall how stimulated I was by the engraved seal of a European royal family that seemed to float on a business card. My interest has not declined during these years and I’m fortunate to own a stationery retail store and can enjoy my interest.

You will discover something very special and unique about taking a few minutes to mail a hand-written note to a relative or friend. I opt to use a foldover note with my engraved monogram while my husband enjoys the correspondence card with his name engraved along the top edge. My spouse and I have the benefit of updating our stationery every few years after we get tired of the designs or a particular envelope liner. As such, we were thrilled to receive the fresh new Personal Stationery Album from Crane.

For more than two centuries Crane & Co. has set the standard for customized stationery and personalized invitations. In June, Crane unveiled its brand-new Personal Stationery album which includes most everything a consumer needs to have for communicating in style: half-notes, correspondence cards, thank you notes, pocket jotter cards and note pads. Crane has refreshed many of its vintage stationery choices as well as introducing several brand new contemporary designs that are undoubtedly likely to capture the fancy of stationery addicts.

Crane’s Personal Stationery album contains a brand new page layout featuring an extensive stationery collection for both business and social stationery. Its straightforward product presentation depicts quite a few color selection and paper-size options in addition to attributes call-outs accentuating advanced capabilities, artistry, etiquette and design tips.

The new stationery album also is designed with a practical guide to Crane’s premium cotton papers, double hand-bordered cards, engraving and monograms. There are some 80 envelope lining options to choose from in addition to Crane’s proprietary fonts and motifs. In a nutshell, this is a virtuoso display of Crane’s rich traditions in making exceptional stationery.

Sheila P. May
Therese Saint Clair

Reflecting on the 2011 National Stationery Show, I came across this  Blog post entitled “Don’t take it personally”  by Seth Godin, who was the Keynote speaker at the NSS Future Conference.    Here is an extract from his post:

QUOTE (Slightly Edited)

“Don’t take it personally.”

This is tough advice. Am I supposed to take it like a chair? Sometimes it seems as though the only way to take it is personally. That customer who doesn’t like your product (your best work) or that running buddy who doesn’t want to run with you any longer…

Here’s the thing: it’s never personal. It’s never about you. How could it be? That person doesn’t truly know you … All they know is themselves.

When someone moves on, when she walks away or even badmouths you or your work, it’s not personal about you. It’s personal about her. Her agenda, her decisions, her story.

Do your work, the best way you know how. Is there any other option?

UNQUOTE

Indeed, is there any other option?  Sure, you can exit the playing field and move on, having let someone else’s opinion determine your relevancy and/or artistic value.   Seth Godin’s advice is for leaders or “tribal chiefs” as he refers to them who are not intimidated by failure and certainly not the opinions of others.

With these words of caution from Seth Godin, I would like to reflect on some of the major trends I saw emerging from this year’s National Stationery Show.    Most certainly, you shouldn’t take my views “personally” since my objective is to create a dialogue and not to discredit anyone’s work or business strategy.   The business is hard enough for another naysayer in our midst.

Stationery Trends & Observations

1. The Chinese have Landed:   This is the first time that I can recall a strong Chinese presence at the NSS.  It seemed that they occupied a dozen or so booths and while I didn’t see a great deal of activity, their presence signifies that more cheap imports will be arriving soon.    I admire the craftsmanship and work ethic of the Chinese; however, their business model is very much different than our own.  Designers and manufacturers who outsource production to China do so at their own peril.    You may win the cost-efficiency battle, but you are most certain to hasten the demise of your brand and, quite possibly, the industry.
2. Too much Letterpress:   I adore letterpress, but there are simply too many suppliers.   Let’s face it, most anyone with an old press and Photoshop can produce “unique” and “eco-friendly” stationery and invitations.   As a stationery store, I am reluctant to take on new lines since many of the designs look the same.  While I commend everyone on “doing your own thing,” it seems to me that only the established lines that maintain quality standards and continue to innovate will survive.
3. Pricing Models -  Established Lines Hold the Line:    I have long been concerned that manufacturers and designers of quality paper products would succumb to the temptation to lower quality to compete with the “fast-food” paper companies that now dominate our industry.   Meetings at the NSS convinced me that a line in the sand has now been drawn and serious brands will no longer follow Alice down the pricing hole to oblivion.    I welcome this change and believe that consumers will opt for higher quality products at price levels that can sustain the industry.  Maybe this is wishful thinking, but this is the first time in several years where industry leaders have said “No mas!” to price cutting. 
4. Online Sales & Affiliate Marketing:    It is good to see that Crane has re-established an affiliate marketing program.  Other companies that sell online should do the same thing.  While this is all well-and-good,  these affilitate programs will be of little use to bricks and mortar stores unless they take advantage of them.  Affiliate marketing is like learning to ride a bicycle:  lot’s of bruises and scrapes as you learn to ride and pretty easy after you get the hang of it.    I fear that many stores will not do so and the benefits of leveraging one’s sales by providing an online option will be missed.  In effect, Crane and others have given  stores a vital piece of online real estate and it is our responsibility to make it work.   In order to accelerate that process, I will shortly be expanding the functionality of the StationersGuild website into an affiliate marketing laboratory to test various online marketing strategies.  In addition, an affiliate website, Rite4U.com will be focused on best practices to build, maintain and market your local business online.  There is a lot to learn and it is changing each day, but at least you won’t have to repeat my mistakes.

Again. let me thank the organizers of the National Stationery Show and particularly Patti Stracher for keeping the flame burning.    Everybody approaches NSS differently and if I have stepped on anyone’s toes, “don’t take it personally.” We are in the boat together.

Anil Jagtiani, the President of Crane & Co., has  “shared some thoughts” with its dealers in a recent communication entitled “A Look Forward.”  Seeking “to respond to consumer expectations with an integrated store and online strategy,” Mr. Jagtiani goes into great detail to explain how Crane & Co. plans to harness the energy of its bricks and mortar dealers with a more integrated online marketing strategy.  The new direction is the result of intensive conversations within Crane and its “partner” dealers.

Recognizing that both Crane and its dealers will “learn from the markets and may stumble for time-to-time,” “A Look Forward” provides a useful  explanation of Crane’s “emerging thoughts and actions” with regard to their multi-channel strategy. Among the more concrete action plans are the following:

• Crane.com e-mail promotional programs will strive to enable consumers to have the same pricing/promotions online or in stores.   In fact, promotional emails may include coupons that can be redeemed at Crane dealers.
• The retail store locator will be more prominently displayed on the Crane website.
• Crane will continue to run test programs with social media distribution channels to determine which ones may be of most benefit to the Crane family of dealers.
• Crane will launch an affiliate program for authorized dealers at the end of May. Further details of this program will be available shortly.
• Crane will explore the possibility of developing and sharing digital content with dealers to enhance websites and email campaigns of bricks and mortar dealers.

“Consumer behavior has changed” and one needs to connect with the consumer in whatever channel he or she finds more convenient to use.  While acknowledging that the “experience and service” provided by dealers is “unparalleled,” connecting with the consumer in multi-channels is critically important to promote the Crane brand and provide the consumer with the alternative to shop online or in a store. The objective  is to make Crane.com “an extension of your store.” Mr.  Jagtiani goes on to state that “we are approaching digital in a multi-channel way – as partners with you. Our objective as we work with you is to win in this changing environment together.”

This is the first time in my experience that Crane has taken a pro-active role in engaging dealers in a frank discussion of the changes that are dramatically affecting our industry.  Some of his ideas may be controversial but, in my opinion, help bridge a credibility gap that was developing among dealers regarding Crane’s online marketing objectives.  While this blueprint of “A Look Forward” may not resolve all issues as we stumble through the rapidly changing digital landscape, I am certainly encouraged by Crane’s new direction.

With a heavyweight like Crane finally taking the initiative on a strategy to engage its dealers in an integrated online marketing strategy with the consumer, the landscape of digital self-promotion, hype and dishonesty will most certainly change. Crane has been making fine stationery for over 200 years and has the “real” credentials to provide online buyers with an alternative to the hundreds of disingenuous and insipid invitation and stationery websites that now dominate  internet search. The question that will soon be answered: “Is there a place for quality stationery on the Internet?” If the answer is yes,” I suspect that online buyers will be flocking to stores to see and feel the “real thing” rather than settle for a digital representation.

Richard W. May
Thérèse Saint Clair

Crane & Co., one of the oldest and most prestigious designers of fine stationery and custom invitations, has just released their new wedding invitation album entitled:  Volume I, Invitations and Announcements.  Now available at Crane dealers in fine stationery stores across the United States, Crane’s new wedding invitation samples, wedding stationery and save the date cards combine the traditional Crane design excellence with some new contemporary wrinkles for those looking for something cutting edge.

While Crane’s superb engraving distinguishes them  from most other wedding invitation printers, their new wedding album also features sample invitations and announcements in letterpress, blind embossing and digital printing in a comprehensive new array of design options at different price points that are sure to appeal to a broad cross-section of bridal couples.

Some of the more distinguishing features of their new release are the number of new digital options.  For instance there is an attractive new save the date card which features a photograph of Venice (looks like a destination wedding) or can also feature a photograph of  the bridal couple. 

Also, digital photography is used most effectively in applying a monogram to pocket folders.  While I am not pleased that some of the sample invitations have monograms featuring the wedding initials of the wedding couple (should only be used after they are officially married), the craftspeople at Crane haven’t lost their edge when producing some stunning wedding invitations.

Crane & Co.sells online but I encourage you to visit a qualified stationery store in your neighborhood to receive expert advice and see and feel ”real” invitations samples in colors that are not distorted by low resolution Internet images.  Trust me, it makes a huge difference and you might save some money by discussing options with an experienced stationer.

Sheila P. May
Thérèse Saint Clair

Now through March 28th, Crane & Co. is offering a free name or monogram die and free return address plate (a $96 value) with any order of 100 printed cards, fold-over notes, folders or sheets and envelopes that are engraved of printed in letterpress.  This is Crane’s signature stationery event and a most popular one for those looking for beautiful engraved stationery printed on 100% cotton paper by Crane.  So popular is this stationery sale, that we strongly recommend that you schedule an appointment with your local stationery store and see hundreds of sample cards and notes printed in letterpress or engraved on Crane paper. 

Engraving is one of the oldest and most elegant processes for reproducing images on paper.  Engraving  etches an image onto a copper plate. Ink is then applied to the copper plate or die where the ink gathers in the engraved cavity. Cotton paper is then pressed into the cavity of the plate, resulting in a raised right-reading image on the front and a slight bruising on the back where pressure was applied.   

Engraving is used for all types of events on many forms of stationery. Every piece of engraved stationery is fed into the engraving press by hand. Because there is no mass production in engraving, each impression — be it a note, invitation or card — is a customized one. The most elegant invitations are engraved. Wedding invitations, in particular, are commonly engraved. The finished product has a warmth all its own that conveys an unspoken message of distinction and timelessness.

Sheila P. May
Thérèse Saint Clair

They say that there is never a “good” time to get married that will please all friends and family members, but Crane & Co. has made it a lot less expensive.   In a New Year’s promotion that kicked off earlier this month, one of the preeminent printers and leading design firms in the industry is offering prospective bridal couples a deal that is difficult to resist:  Purchase 75 or more pieces of Crane’s personalized wedding invitation ensembles and receive an addition 25 free.  This promotion is open through April 4, 2011.  

Locate a Crane dealer in your neighborhood and see first hand Crane’s extensive line of sample wedding invitations and printing options.  Don’t settle for low-resolution images on the Internet, when real samples in “true” colors are available at a store near you.   

Need help in selecting your wedding invitations, download our FREE  Guide on Wedding Invitations.

Richard W. May
Thérèse Saint Clair

Freedom of speech is guaranteed by our Constitution and this guarantee covers most everything from inspired and often extreme political views to the most banal and silly commentary.  Certainly, the age of mass media and the Internet has been a boon to “free” speech, but this freedom has produced more senseless chit-chat than reflection.  Context has been reduced to sound bites and self-appointed experts seem to be popping up everywhere.  Wikepedia has become the populist online ”reference”  where diversity of opinions and pop culture is more deemed more important than relevance and authority.   Improper wording of wedding invitations and the recommended use of websites and gift registries on these invitations are just a few examples of the crass culture that is corrupting wedding etiquette. 

As stationers, we take pride in guiding our clients toward the use of proper etiquette in the wording of wedding invitations.   Although many feel the need to “express themselves” or “make a statement” at their wedding, we have long held the view  that a wedding is a sacred ceremony with traditions that go back hundreds of years.  The use of proper etiquette is simply one of the many rituals or traditions that connects one’s wedding to similar weddings that have taken place over many generations.   By honoring those traditions, you show respect to your ancestors and the rituals that are associated with this most sacred ceremony.   

I recently came across the sad case of a bride-to-be who wished to change the correct wording of her wedding invitation because she seen different versions in “bridal magazines.”    Specifically, these bridal magazines recommended “half past five” rather than the correct designation of “half after five.”   Now for many, this would be a small thing, but to the bride-to-be, the authority for a properly worded wedding invitations was a bridal magazine.    Clearly upset, she told her stationer to change the wording on the invitation, despite the fact that no less of an authority as Crane & Co. and Julie Holcomb’s Wedding Invitation Handbook recommend “half after five” as the proper wording for a wedding that takes place at 5:30 p.m.

Perhaps, this is a minor detail in the overall scheme of things, but examples of improperly worded invitations in wedding magazines was deemed more important than getting it “right” for this prospective bride.

Sheila P. May
Therese Saint Clair

One of the truly remarkable features of fine stationery is the craftsmanship and number of times that fine paper is touched by hand to produce the elegant stationery and invitations that grace important social events. Nowhere is this better exemplified than the craft of hand-bordering.

This year at the National Stationery Show, Crane & Co. will be proudly exhibiting this beautiful craft as Deb Larkin and Sally Rice will demonstrate their hand-bordering technique. I know from past experience visiting Crane’s facilities in Dalton, MA that this is a must-see exhibit and will likely be the signature highlight of the Show. This exhibit will run at the Crane booth from Sunday to Tuesday (May 16th through May 18th). Found below is a short video prepared by Crane historian, Peter Hopkins, demonstrating this beautiful art.

I encourage all stationers and buyers to visit the Crane & Co. booth and revel in this beautiful art form that is gradually being displaced by shoddy digital reproduction and full-bleed digital printing. See and feel the difference of real craftsmanship on 100% cotton paper.  It is well worth noting that Crane & Co. has been recycling for over 200 years.

Sheila P. May
Thérèse Saint Clair

My recent Blog post on DIY wedding invitations prompted a good bit of feedback – mostly positive.  On the negative side, several people accused me of self-promotion or worse and felt I had a bias against “people doing their own thing.”  I am sorry I gave that  impression.  Quite the contrary, I was just trying to save people time, money and, quite possibly, much aggravation and embarrassment.   For those interested in “doing their own thing,” all I can say is “Go for it!”  Hopefully, my tips may keep your blood pressure in check until after the wedding.

In a not too unusual situation of DIY invitations gone awry, I present The Case of the Crooked Envelope.    It doesn’t take Sherlock Holmes too much time to determine that grievous harm has come to this very attractive envelope (certainly looks like Crane & Co. was the victim this time around).   

 ”I say Watson, who defaced this lovely celadon (light green) wedding invitation envelope?”  

 ”Elementary, my dear Holmes,” responded Dr. Watson, “this otherwise lovely creation in 100% cotton paper by Crane & Co. was mutilated by a commercial printer.”  

Holmes, evidently surprised at Watson’s astute observation asked, “How can you be so confident?”

“Only a commercial printer would print on a straight line and then try to convince the client that the envelope was crooked,” responded a confident Watson. 

“Well said,” said a particularly jovial Holmes.  “I guess we can just mail this case into Scotland Yard.”

“Lovely pun, Holmes! I do so admire your skewed sense of humor,” laughed Watson and both men chuckled as they departed the crime scene.

For the bridal couple, this is no laughing matter.  Imagine ordering lovely wedding invitations and then – trying to save some time and money - have the envelopes mangled by a  commercial printer.  The fact of the matter is that most commercial printer are simply not equipped to print on heavy paper stock and certainly not on envelopes that have been lined.  

Again, we recommend that you plan wisely and consult with a qualified stationer in your neighborhood for proper advice.  Most stationers have highly calibrated equipment to print on heavy paper stock.   In fact, most qualified stationers would have recommended that State abbreviations be spelled out.  In this case “WI” should be Wisconsin.  Proper etiquette is free at qualified stationers.  

Richard W. May
Therese Saint Clair

If you are seeking engraved stationery, now might be a good time to drop into your neighborhood stationery store to take advantage of Crane’s signature event engraving die sale.  Order 100 or more engraved cards, notes or stationery and receive you name or monogram die and return address die for free.  This is a savings of $96 and those dies are your to keep so you continue to save money on future stationery reorders.  Personalized stationery is a great gift for this Valentine’s Day.  Alternatively,  you may receive a free return address on thermographed personalized stationery on orders of at least 100 sets.  This sale ends on April 12, 2010.

Crane & Co. has one of the most extensive lines of stationery in the industry and this 200-year privately owned company is renowned for its close-registration engraving, beautiful cotton papers and strong customer service.  When purchasing stationery, we strongly recommend visiting an experienced stationer in your neighborhood to touch and feel the paper stock and see how ink colors change depending on the printing process used.

Richard W. May
Therese Saint Clair