Hand-written communications endure over time and space — but interestingly, the definition of what comprises a “handmade” card has definitely evolved over the years. When I first started covering the stationery market, this wholesale category typically consisted of cards embellished one by one, with say fabric or glitter, prior to their being sent off into the world. Over time, that category would fade for the most part from trade show aisles; these days, most “handmade” cards are also homemade, produced after a trip to Michael’s or another craft store.
Please note that above I said “most” but not “all.” Carrie Cheatham of Cheatham Snail Mail literally paints every last card she sells. The idea for the range was born when Carrie interned with with ReEstablish Richmond, not knowing too much about refugees in the Richmond, Virginia, area.
“Within the first few weeks, I had visited homes of newly resettled refugees, ridden (and taught) the city bus system with them, observed the intake process of those who had just arrived in the states the night before, and even ran child care for families while their mothers were taught the Virginia laws & safety measures of driving,” she recalled. “Within those first few weeks, I had found a group of people who welcomed ME into their homes, offered ME their time, and even nourished ME with their food. Our refugee population here in Richmond had nurtured my heart in the smallest amount of time, and it was their kindness that spoke the loudest.”
Then, Carrie’s husband Andrew had an idea. Carrie had already been making cards, why not sell them and and use them as a platform for advocacy? ReEstablish Richmond loved the idea, and by founding Cheatham Snail Mail, Carrie was able to donate a portion of profits for the next four months.
That was in May of 2017. Since then, Carrie has secured community partnerships with five non-profit organizations and donated thousands of dollars to designated funds. She’s also painted well over 30,000 cards … all by hand!
Clearly Carrie is a paper nerd of the very highest order, so you know I had a few questions for her!
SS: What inspired you to start your stationery range six years ago?
CC: My inspiration came from wanting to nurture empathy and perspective through tiny works of art that all walks of life could enjoy, while keeping my mission of giving back to organizations that exemplify that same empathy for our refugee neighbors at the forefront. When I first started, all I had on hand was a pack of blank brown cards from the craft store, craft paint, and a rubber band full of lousy paint brushes. I utilized many of my “lecture doodles” from college to begin my first designs and quickly realized that my style would be rooted in joy and mindful of the things that make us feel at “home.”
SS: How many cards are currently in your range?
CC: It’s wild to say this, but I have 91 current designs and have a few more collections to release for this year!
SS: How often do you come up with new designs?
CC: I usually release collections two-three times per year, but I am always thinking of new designs that spark joy in my own brain. They usually come to me at inconvenient times (i.e. driving or showering, etc.) so I have notebooks tucked away around the house, in the car, and always in my purse for that spur-of-the-moment idea that needs to be written down before I forget it!
SS: How is the wholesale end of your biz shaping up?
CC: Wholesale has been a slow but steady growth over the years! I currently sell to 35 stores and have a big goal of reaching 75 this year (goals should scare us a little bit, right?!). The unhurriedness of how I’ve grown over the past few years in wholesale has given me the space to learn and a unique perspective on how to best connect with and nurture relationships with store owners.
SS: Where would you like to be in fi e years?
CC: As of this year I am working toward moving out of my home studio to build a studio on our property here in Rockville. This will allow me to have more space (I’ve outgrown all possible nooks and crannies!) to house a wider selection of products and hire refugee women in my community to help with operations while teaching valuable job/language skills. Within five years I’d also love to be a part of a trade show! Shoppe Object and Atlanta Market have been on my wish list and I’d love an opportunity to get my work in front of more folks whose hearts enjoy unique stationery, handmade products, and have a passion for loving their neighbors.
While cards are Carrie’s main game, she also offers ornaments — hand-painted of course! — made from recycled aluminum cans, as well as art prints and an always growing stationery collection.
Paper nerds in the wild, start your shop here. For my friends in the trade looking to pick up this vibrant, humanitarian range, Cheatham Snail Mail is available on Faire, but you can also start a wholesale order here.
