We were lucky to catch up with Andrea Williams recently and have shared our conversation below.
Andrea, appreciate you joining us today. We love asking folks what they would do differently if they were starting today – how they would speed up the process, etc. We’d love to hear how you would set everything up if you were to start from step 1 today
When I started Paisley Paper Co. – I wasn’t thinking past the next day or the next vendor show. Although I was successful, I still wasn’t convinced that I could actually make a sustainable and profitable company.
If I were starting over, I’d invest a lot more in marketing. Coming up with a system to engage customers that feels sustainable and good to me would be top of the list. As I started to grow, I quickly realized how much I needed that structure and those systems in place.
Although I’m playing catch up, it’s been a rewarding and fun challenge. Being an entrepreneur means that you’ll always have something new to learn and/or something to improve upon.
Andrea, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’m a Detroit born and raised designer. I have worked as a graphic designer / art director in various in-house marketing departments and ad agencies in Metro Detroit.
When I was working at one of the ad agencies in 2016, I used to keep a stack of papers under my keyboard to make doodles, notes or reminders. One day, I wrote something about using my gift to help other people. Thinking nothing about it, I posted it on Instagram. Shortly after that, my friends were complimenting me on my handwriting and asking if I did calligraphy. I’d done calligraphy for projects in high school and college – but nothing serious at all. I bought a calligraphy kit and began making cards for friends upon request. I kept posting on social media for accountability and more and more requests came in.
Then it dawned on me that I could make more than ONE card at a time and start a greeting card line. Calligraphy gave way to hand lettering and more designed cards. I had my first vendor show and almost sold out. It was a great experience and made me feel like I could actually do this as a small business.
From there things took off! In the middle of 2020, I pitched my card line to a panel of stationery giants. While I didn’t get any buyers from some of the big box stores – I connected with 5 other Black Women stationery designers and a producer who was able to get our work in stores like Barnes & Noble, Raley’s and other stores across the country.
In addition, I’ve been interviewed and featured on local Detroit news. That led to a feature on a Good Morning America segment about small businesses.
My greeting card line has expanded to planners, notebooks, notepads, tote bags and enamel pins. My products are inspired by my love of Mid Century Modern design and bold colors. I enjoy pairing bold designs with smart, snarky or sweet sentiments. I like that I bring a different design aesthetic to Black Stationery. It’s important to me that all types of design are represented and honored.
What’s a lesson you had to unlearn and what’s the backstory?
This is a lesson that I’m currently unlearning. I am always a little too ambitious with buying product. I end up with too much product. With my marketing strategy being a work in progress – it makes it a little difficult to actually sell the overage.
Let’s talk about resilience next – do you have a story you can share with us?
I feel many people will have a similar stories. But I quit my advertising job in February 2020 about 3 weeks before the pandemic. I had a contract project that I was excited to work on. However, the project didn’t turn out as successful as I’d hoped. I was feeling weight of the pandemic – full of anxiety and looming depression. I wasn’t working to my normal standards. I was under lots of pressure from my project leads with mountains of unclear feedback and tight deadlines. No surprise, my contract was not renewed. I was simultaneously relieved and slightly terrified by the lost of secure income. Not even a day later, I was hired for a project that was for the exact amount that I would have made with the previous contract.
My life’s motto is “Everything always works out right for me. Always.” I believe that to my core. And it always comes true.
Contact Info:
- Website: www.paisleypaperco.com
- Instagram: @paisleypaperco
- Facebook: Paisley Paper Co.
Image Credits
@mshonellphoto