<p><iframe allow="autoplay *; encrypted-media *; fullscreen *; clipboard-write" frameborder="0" height="175" style="width:100%;max-width:660px;overflow:hidden;border-radius:10px;" sandbox="allow-forms allow-popups allow-same-origin allow-scripts allow-storage-access-by-user-activation allow-top-navigation-by-user-activation" src="https://embed.podcasts.apple.com/us/podcast/nicole-couto-of-couto-co/id1517156345?i=1000787408123"></iframe></p>



<p class="wp-block-paragraph">It&#8217;s kind of chic to be niche famous — and that perfectly describes my guest, Nicole Couto of <a href="https://www.coutoandco.com/" target="_blank" rel="noopener">⁠Couto &; Co.⁠</a> She was one of the founders of <a href="https://2021co.com/?srsltid=AfmBOorirNv8sP1nyaUJXrCdiijkmEXP0ECJe04MjwKmmMhqID7how-r" target="_blank" rel="noopener">⁠2021 Co.⁠</a> <em>That</em> New England brand enjoyed a stellar stationery rise in a few very short years, creating customized finds for Tommy Bahama, Anthropologie and most recently L.L.Bean — and even collaborating with Jennifer Love Hewitt to bring the Holiday Junkie range to life.</p>



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<p class="wp-block-paragraph"><a href="https://thepapernerd.com/portfolio/holiday-junkie-jennifer-love-hewitt-x-2021-co/" target="_blank" rel="noopener">⁠While that trio has already dropped into The Paper Fold⁠</a>, Nicole now returns solo, <a href="https://substack.com/@nikcouto/note/c-236199461?r=78lqep&;utm_medium=ios&;utm_source=notes-share-action" target="_blank" rel="noopener">⁠new Substack in tow⁠</a>. So, what led this reluctant consultant to walk away from what she built — and how is she helping gift and stationery businesses access the money <em>they</em> are leaving on the table?</p><div class="inline-post clearfix"><div class="see-also byline">See also</div><div id="block-wrap-25757" class="block-wrap-native block-wrap block-wrap-23 block-css-25757 block-wrap-classic columns__m--1 elements-design-3 block-ani block-skin-0 tipi-box block-wrap-thumbnail ppl-m-1 clearfix" data-id="25757" data-base="0"><div class="tipi-row-inner-style clearfix"><div class="tipi-row-inner-box contents sticky--wrap"><div class="block block-23 clearfix"><article class="tipi-xs-12 clearfix with-fi ani-base tipi-xs-typo split-1 split-design-1 loop-0 preview-thumbnail preview-23 elements-design-3 post-8023 post type-post status-publish format-standard has-post-thumbnail hentry category-favorites category-sponsored-post tag-10-designers-to-watch tag-handmade-books tag-leather-books tag-mohawk tag-sarah-schwartz tag-stationery tag-stationery-trends tag-superfine-paper tag-the-paper-chronicles tag-twiggs-bindery" style="--animation-order:0"><div class="preview-mini-wrap clearfix"><div class="mask"><a href="https://thepapernerd.com/one-very-special-designer-to-watch-in-2015/" class="mask-img"><img width="100" height="100" src="https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=100%2C100&;ssl=1" class="attachment-thumbnail size-thumbnail wp-post-image" alt="" srcset="https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=150%2C150&;ssl=1 150w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=200%2C200&;ssl=1 200w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=24%2C24&;ssl=1 24w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=48%2C48&;ssl=1 48w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=96%2C96&;ssl=1 96w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=300%2C300&;ssl=1 300w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=293%2C293&;ssl=1 293w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=75%2C75&;ssl=1 75w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2014/12/jonna_6.jpg?resize=390%2C390&;ssl=1 390w" sizes="(max-width: 100px) 100vw, 100px" /></a></div><div class="meta"><div class="byline byline-2 byline-cats-design-4"><div class="byline-part cats"><a href="https://thepapernerd.com/category/favorites/" style="color:#b79b0d" class="cat">Favorites</a><a href="https://thepapernerd.com/category/sponsored-post/" style="color:#b79b0d" class="cat">Sponsored</a></div></div><div class="title-wrap"><h3 class="title"><a href="https://thepapernerd.com/one-very-special-designer-to-watch-in-2015/">One Very Special Designer to Watch in 2015!</a></h3></div><div class="byline byline-3"><span class="byline-part date"><i class="tipi-i-calendar" aria-hidden="true"></i> <time class="entry-date published dateCreated flipboard-date" datetime="2015-01-06T13:49:40+00:00">January 6, 2015</time></span><span class="byline-part likes-count"><a href="#" class="tipi-like-count " data-pid="8023"><span class="likes-heart"><i class="tipi-i-heart-o" aria-hidden="true"></i><i class="tipi-i-heart" aria-hidden="true"></i></span><span class="tipi-value">0</span></a></span></div></div></div></article></div></div></div></div></div></tipimidc>



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<p class="wp-block-paragraph">Nicole and I recorded just after the NY NOW and Shoppe Object summer markets, so we also have lots of thoughts on trade shows, design directions — ;and building authentic brands that truly resonate. Whatever your path in paper, it will become clearer after hearing our chat!</p>

Nicole Couto of Couto & Co.
