If you think you know stationery, stand the F back, because my guest today will turn all that on its ear. Victoria Venturi has been raising eyebrows since 2014, when Paper Epiphanies was born in 30 square feet of her LA apartment. At that time, people were shocked to see swear words exquisitely letterpressed onto greeting cards — but over time it became crystal clear that this publicist and aspiring comedienne innately understands the dynamic space where vulnerability, authenticity and humor simultaneously reside. That is the heart of this letterpress range’s feminist fire.
By January 2020, Paper Epiphanies was in over 2000 stores across the country, an indie success story by any measure. Victoria had been featured on NPR and Forbes, and as you’ll hear, I’m still talking and thinking about the Keynote Address she gave at a Greeting Card Association Retreat. Understanding her insights into how Millennials approach cards differently than previous generations is essential for anyone in the trade.
Despite her industry acumen, by April 2020, more than 95% of those 2,000 retailers had closed, and Victoria’s accounts receivable was in the hundreds of thousands of dollars. Yet, a spike in direct to consumer orders showed that her cards were still in demand. So on April Fool’s Day, not too long after delivering her son, Victoria ignored all conventional retail wisdom and opened a flagship store.
The #coolestcardshopintheworld has already won a Noted @ *Noted award for its neon-framed card wall, and features mostly female-owned brands. In this chic destination, empowerment rules the day as customers can find cards to connect with friends, books for mindful insights, and even vibrators — though this hot pink and black neon emporium is most definitely not a porn store.
With this dynamic approach, it’s no wonder “people are losing their shit” over this cutting-edge house of stationery — not to mention Victoria herself!
Music Credits: “Your Treasure is Your Self”; written and performed by Sharon Glassman; Courtesy of Sharon Glassman/Smile Songs. smilesongs.com
