Alright – so today we’ve got the honor of introducing you to Ashley Malland. We think you’ll enjoy our conversation, we’ve shared it below.

Alright, Ashley thanks for taking the time to share your stories and insights with us today. How did you come up with the idea for your business?

I have always loved the practice of calligraphy. There is so much to it that can be admired such as it can be proper, it can be fun, it can be romantic. As more practice came about, more of my family and friends showed their appreciation about it. A few years later I had the opportunity to use my calligraphy practices on tangible items at my full-time job. This sparked the idea of starting Pen Pal Creations. A place anyone can come and request a special, personalized touch to items that can be displayed in their homes, given as gifts but most importantly become a special memorabilia for those to have and keep for years on. I started Pen Pal Creations in 2022 and really was able to show off the different products and options in 2024 with multiple markets and shows. The idea of putting myself and my business out there in different markets was always an intimidating idea but I have had so much support from my loved ones that it wasn’t even about “okay, how much can I sell or make” it was more about just showcasing my work, seeing others respond to it and getting my business’ name out to the public. It was an amazing experience and proved how special my products and services are. I wanted to make sure I provided multiple options for tangible gifts and at the markets I would provide my calligraphy service live and on the spot. I always offered extra touches such as small doodle styled art, this allowed the gift to be more personable and special.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

Pen Pal Creations is a business that focuses on tangible items that can be personalized with calligraphy services. Our first product launch and core items are Christmas ornaments. From glass bulbs to clay styled ornaments we can personalize it all! This allows a simple holiday decoration to be created into a special lifetime keepsake. I am most proud to see customers so excited and touched with the end results.

A truly special moment I will never forget was customizing a flat ceramic ornament, the ornament said “Believe” with Christmas-themed accents on the wording. At one of my markets a woman approached me and wanted 4 of these ornaments but on the backside to be more personalized with separate teachers names. Once they were finished she was very emotional and thanked me, she then told me the backstory that her daughter went to a medical practice that was called Believe and they took the absolute best care of her daughter. The emotion she expressed was overwhelming and I couldn’t be more thrilled that I was able to do that for her.

I always think to myself, “this is a simple practice, will anyone really want it”, but moments like that make it so worth it and reminds me how appreciated it is. I want others to know that simple items can be made into such special gifts. My favorite ornaments to provide are Baby’s First Christmas themed, I did multiple for my daughter’s first Christmas but to create them for others to have and decorate their tree forever is so special to me. I love being creative and always open to different/unique ideas and styles!

Any insights you can share with us about how you built up your social media presence?

Pen Pal Creations started as an online only service. After the pandemic and studying marketing, it really proved how businesses can thrive through social media tactics. My advice to those just starting is just post it!! There are so many that are timid or nervous to post, whether it is to sell a product or not – just post it! It’s amazing how one simple post can reach millions of people throughout the globe. For example, Pen Pal Creations social media platforms are still to be perfected but my posts and pages that are based in Florida were able to reach someone from Ohio! They were on a time crunch for a Christmas gift and saw my page and reached out. How incredible is that?

Have fun with your social media posts, hashtags will help reach more of an audience and audio choice can promote a bigger audience as well. Another useful tool for social media marketing is Canva, truly an amazing app to utilize for so many different projects.

What’s been the best source of new clients for you?

This 2024 holiday season really helped promote Pen Pal Creations. We participated in 6 local markets the span of 1 month. Just in that month we saw an increase in social media followings, returning customers and a better idea of what customers are looking for and their interests. It was amazing to get to speak to customers at the markets on more of a personable level, I provided a business card with every purchase so they have our social media platforms and contact information to bring home if they ever need services for other occasions. I have had 4 customers return and contact me for special requests, which for a small business, is so exciting!

Contact Info:

• Instagram: @penpalcreations_
• Facebook: https://www.facebook.com/share/1HwPYQoZSz/?mibextid=wwXIfr