Subscription boxes have gone from (briefly) being America’s ultimate Pet Rock to yet another gift you can purchase from the comfort of your phone and then immediately cross off your list. To my mind, most are little better than generic gift cards. But Nicely Noted differs from even many stationery subscriptions in that each mailing is actually a painstakingly considered, curated assemblage solely consisting of three letterpress cards and stamps.
It’s an experience to open each mailing and slowly absorb its distinctive vibe — and this in turn forms the creative foundation for missives only you can create and send out into the world. It’s a special gift for you and those you love, if you will, and it arrives every last month starting at just $20/pop!
Perry Nelson started assembling her über-polished card and stamp sets in 2012, so she has experienced pretty much the entire subscription box circle of life so far. So of course I had a few questions about it all!
There are so many stationery subscription services, but yours stands out as one of the first. What was your impetus for introducing it?
The idea for a card subscription came to me in 2011 walking my new dog, Charlie. When I lived in San Francisco and New York, finding the perfect card entailed a quick stop to a stationery boutique in my neighborhood on the way home from the bus or train. However, after moving to Austin for graduate school, I found myself rushing out of the office in the suburbs to reach to reach a cute stationery shop before it closed the eve of every birthday dinner or special occasion.
I thought having the perfect card on hand could save me that harried errand. We sent out our first collection in February of 2012!
How has it evolved since you introduced it?
In many ways Nicely Noted has adhered to the original vision — we send three greeting cards and three forever postage stamps, as we did at the very beginning — almost 11 years ago. The format of the insert card and how we try to tell the story of the maker has evolved. We now include a photo of the business owner, along with their name, location, Instagram handle and website, so our customers can easily find more cards by them, if they like. It’s fun to see where across the U.S. each of them runs their businesses. Somewhat recently, we’ve made the postage stamps easier to manage by adhering all three to a single sheet versus leaving them on the perforated backing sheets from the USPS, so customers can peel them off without painstakingly peeling at the edges.
When compiling months, what jumps out to you in regards to a new maker?
Great question. I’m always on the lookout for new makers. Sometimes I’ll find them in a cute boutique near home or on a trip. I used to rely on pacing the floors of Javits during the Stationery Show and NY NOW to meet new makers, but that’s evolved with the changes in the trade show schedule, with the pandemic, and with having a day job. I sometimes head on a search mission on Etsy or Instagram.
I love learning about the lives and communities where the makers live and work — from small town New Mexico and Georgia to urban centers like the Bay Area. They have a wide variety of design styles, and our collections vary between subdued tones to super bright color schemes. It’s always fun to find the work of a new-to-me designer and include their cards in upcoming collections. I also lean on some of the same designers regularly through the years, many of whom have become friends.
What is it about letterpress that you so adore?
I love the artisanship, how the layers of ink must be so expertly laid down for near perfect registration or overlaid to create additional colors. I love the creativity of the creators I work with. It is an honor to be able to share their craft with our subscribers!
Obviously every last subscription is a true labor of love, and these assemblages make a great self-splurge or gift for a fellow lover of epistolary. Get your shop started here!
