Roughly a year or so back, Biely & Shoaf Co. began sponsoring my Card Wall. That felt like an immense stationery seal of approval — so it took me a while to realize that the partnership also gave me a heady peek behind the glorious design curtain of this esteemed Seattle brand.
This two-family-run house of stationery operates differently than most wholesalers. First off, Biely & Shoaf encompasses an incredibly broad umbrella of brands — among them Shannon Martin Design, A. Smyth Co, Oatmeal Studios, Katie Daisy, Black Joy Paper, Louise Mulgrew and most recently 2021 Co. While many of these create designs for the Biely & Shoaf Collection, the exact nature of each collaboration varies. By turns Biely & Shoaf provides design, manufacturing and distribution services for each, selling its eye-catching merchandise to independent mom-and-pops and select national chains.
Thus, it is a gorgeous surprise to get acquainted behind the scenes with every new artist that is added the fold — most recently for example, Biely & Shoaf released designs from Emma Block and Lisa Jane Smith — and simultaneously get excited about new releases from favorite artists like Misha Zadeh, whose every new design now somehow feels an instant old friend. But I only see the cards — everything else beyond their artist bio is a mystery.
So I suggested this series of artist mini-profiles, and fortunately Biely & Shoaf agreed. First up is illustrator and designer Kenzie Kae Elston, whose IG handle is appropriately enough @SnippetsofWhimsy. As the daughter of a graphic designer, Kenzie is a second-generation creative. After graduating from the University of Cincinnati’s prestigious design school, DAAP, Kenzie became a designer at a branding agency. She designed for some of Procter & Gamble’s most high-profile brands, namely Pampers and Always. After five years, Kenzie joined her parents’ design and licensing firm, Olika. A notorious collector of sketchbooks, antique tchotchkes, and novels, Kenzie is definitely a dyed-in-the-wool paper nerd!
SS: Please give my readers a sense of the breadth of what you produce.
KKE: I freelance and license art to a variety of gift, garden, stationery and home decorating companies. My art mostly lives on products ranging from greeting cards and jigsaw puzzles to pillows, dishes or garden pieces. My goal is to add a little bit of whimsy to people’s everyday lives.
SS: In the gift and home pantheon, greeting cards are too often overlooked. What is it that you personally love about greeting cards then?
KKE: I am a huge reader, so wordplay has always inspired me. I love how greeting cards combine art and creative messaging all in the name of bringing joy to the people receiving them.
SS: Biely & Shoaf is an incredible house of stationery, but certainly not the only one. What made you partner with them?
KKE: I feel incredibly lucky to partner with Biely & Shoaf! They work with many artists that I admire so much, and I am humbled to be amongst such talent. I was lucky enough to connect with them through a mutual contact within the industry, and I am really thankful that the partnership has continued over the last few years.
SS: Can you share your favorite card from your Biely & Shoaf offerings? Why is it your favorite?
KKE: I think my favorite card would be the Lucky Stars Friendship Card. This was one of those illustrations that I just had SO much fun creating. It was fun getting lost in those star doodles for awhile, and I like how the message carries through from the exterior to the interior to complete the thought.
SS: I’ve got to see your best-seller too! Were you surprised that that design is the top seller?
KKE: Birthday Parade is the best-seller. This is another personal favorite, and I am really happy that it resonates well with people! Honestly, when I initially drew this illustration, I hadn’t intended it to be a birthday card. I originally drew it for an illustration challenge on Instagram, and then saw the potential to make it a fun birthday parade after the fact. So when I found out it is doing so well, I was a little surprised, but I couldn’t be happier that people love it as much as I do!
SS: Can you give us a hint of anything you are working on in your next Biely & Shoaf release?
KKE: I recently sent them art for a new boxed set, and I’m currently gathering up some Fall and holiday art to share with the team. ‘Tis the season!
Thank you so much Kenzie for giving paper nerds a glimpse behind your dynamic design curtain! You can shop all of Kenzie’s cards here, and if you are in the trade wanting to bring some snippets of whimsy into your shop, head on over to Biely & Shoaf’s Top Shop on Faire.
