We caught up with the brilliant and insightful Kate Slayton a few weeks ago and have shared our conversation below.

Alright, Kate thanks for taking the time to share your stories and insights with us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

When I was planning my own wedding, I wanted every detail to feel personal. I started creating signs—simple at first—and somewhere between lettering on oyster shells and chalkboards, I fell in love with the process. What began as a creative outlet quickly turned into a way to help others bring their celebrations to life.

I launched Kate Slayton Lettering in 2018 with the mission of designing signage that feels as meaningful as the moment it’s made for. Whether it’s a welcome sign at your ceremony, playful drink tags at your reception, or a statement piece for the bar, I want each detail to reflect your style, your story, and your love.

My goal is to make the planning process feel easier and more enjoyable. I work closely with each client to create signage that’s intentional, personal, and truly part of the experience—not just a detail to check off the list.

I run my business from a cozy studio cottage just outside Annapolis, usually with coffee in hand and my golden doodle, Cali, by my side. I don’t sketch things out—I see the vision in my head and bring it to life, piece by piece.

Kate, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

Hi, I’m Kate — the owner and artist behind Kate Slayton Lettering, a boutique sign and design shop based just outside of Annapolis. I create custom signage and event details for weddings, celebrations, and seasonal moments — think acrylic place cards, welcome signs, seating charts, bar menus, and more.

My work blends thoughtful design with playful, personal touches. I love helping clients bring their vision to life with pieces that feel like them — from lemon-shaped name tags to elegant bar signage and everything in between.

Clients come to me for creative ideas, trusted experience, and a seamless process that makes planning easier and more fun. I was honored to be voted Best of Annapolis Weddings & Decor in 2024, and I’m so grateful to be part of life’s most meaningful celebrations.

We’d love to hear the story of how you built up your social media audience?

When I first started Kate Slayton Lettering, I had no real strategy — I just shared what I was working on, what I loved creating, and little pieces of my life behind the scenes. Over time, that consistency built trust and connection. I didn’t go viral or grow overnight. It was slow, organic growth through word of mouth, client tags, and just showing up regularly with heart and intention.

What really helped me grow was leaning into my niche — wedding and event signage — and focusing on creating content that felt helpful, inspiring, or fun to look at. I also tried to stay true to my voice. If a caption didn’t sound like something I’d actually say, I didn’t post it. That honesty builds community.

My advice for anyone starting out? Don’t try to be everywhere or everything to everyone. Choose one or two platforms you enjoy and can realistically keep up with. Share your work, but also share what makes you you — your process, your quirks, your creative mess, your coffee of the day. People connect with people.

And lastly — don’t be afraid to evolve. Your voice, your style, your audience will grow with you. Just keep showing up.

Alright – let’s talk about marketing or sales – do you have any fun stories about a risk you’ve taken or something else exciting on the sales and marketing side?

One of my favorite sales stories was actually a last-minute leap I took that I almost talked myself out of. It was a Thursday afternoon, and I had this idea to run a weekend pop-up sale on Instagram — a “Flash Wedding Sign Sale” for couples getting married within the next 3 months. I had a few extra materials, a slower production week, and figured… why not?

I threw together a simple graphic, posted it with a real-talk caption about last-minute weddings, and offered a discount for any quick-turn signage order placed that weekend. I didn’t have a fancy landing page or ad campaign — just an Instagram post, some Stories, and my DMs.

Within hours, inquiries started rolling in — not just from local brides but planners who had events coming up and needed signage fast. I ended up booking five new orders that weekend, including one client who had been following me for months and said that post finally pushed her to reach out.

What made it special wasn’t just the sales — it was the reminder that people are watching, even when they aren’t saying anything yet. And sometimes, the most casual, off-the-cuff ideas are the ones that stick. It taught me not to wait for the “perfect” post or strategy — just to trust my gut and show up when the spark hits.

That little weekend sale turned into repeat business and a lot of new relationships. It reminded me that momentum often comes from movement — even small, scrappy moves.

Contact Info:

• Website: https://kateslaytonlettering.com/
• Instagram: https://www.instagram.com/kateslaytonlettering/
• Facebook: https://facebook.com/Kateslaytonlettering

Image Credits

The photo of just me was done by @peachmayphotography

My work was taken by me