We were lucky to catch up with Michelle Angenent recently and have shared our conversation below.

Alright, Michelle thanks for taking the time to share your stories and insights with us today. One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?

I firmly believe in going the extra mile, regardless of cost. It has happened where the postal system delayed or lost a package, which is clearly out of my control. I understand, however, how it feels to not receive something you truly want in a timely manner, so I will reach out to the customer and immediately replace the entire order. If they end up with a duplicate, then there is more to go around! Customers always appreciate this extra kindness, which often turns into favourable reviews and reorders!

If possible, I will also hand deliver a package. Just recently, I happened to receive a first order from a retailer in another city, and I happened to be visiting that city within the same time frame. I reached out to the store owner, hand-delivered the order, met with the absolutely lovely staff and, as a result, the owner gave me a wonderful review. Furthermore, I know her staff will now have a personal connection to my products which is a wonderful selling tool.

The world needs more kindness… and it always comes back around.

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?

417 Press (pronounced four-one-seven press) is a woman-owned, Montreal-based letterpress greeting card and paper goods company.

A graphic designer by trade and passionate paper lover, I discovered letterpress printing in the 2000s and immediately began creating bespoke stationery, wedding and party invitations for friends and, eventually, for clients around the world.

After several years, I purchased and restored my own platen press and, at the same time, learned that it was possible to create and wholesale a product that was very uniquely mine – greeting cards! I launched 417 Press in 2015 at the National Stationery Show and have grown slowly and steadily since.

What is most interesting is how my brand reflects my personal life. Initially the copy on the cards was what I thought people wanted to buy; with time the cards reflected what I wanted to give and what was missing in the marketplace. I was the first to create a card for couples undergoing infertility and have since built a line to include cards for divorce, menopause, ADHD and more.

How about pivoting – can you share the story of a time you’ve had to pivot?

The most critical juncture in my career began in 2020. Of course, there was COVID; add to that my pending divorce, becoming a single mom and having to give my ex-husband half of my company. Soon after followed the bankruptcy of my largest client and the sale of the building from which I was renting space, which meant a major move and more than double in rent.

At 50-something years old I felt I had two choices: get a job or make 417 Press blow up so that I could support my self and my two children. I opted for the latter and didn’t look back. The pivotal moment was when I agreed to sign a new lease, not knowing if I could pay it long term, and then getting a call from Barnes & Noble to onboard as a vendor.

Okay – so how did you figure out the manufacturing part? Did you have prior experience?

All of our greeting cards and paper goods are manufactured in-house by me. I letterpress print, diecut and score all products on three vintage presses and I have a 1970s era guillotine cutter and a platemaker that is probably just as old.

After searching for a platen press for several years, I noticed an old, rusty press on the front lawn of a printing company. Upon inquiring, I learned that a similar press was stashed on a palette in the back, ready for the scrap yard. I negotiated to buy the press for the same price the scrap yard was offering, but shortly thereafter the owner gave me my cheque back. He was concerned that a woman like me would get hurt and that I did not know what I was doing.

I convinced him that not only had I taken a class on using the same press, was somewhat knowledgeable about platen presses and that I was going to restore the press and run it myself. The owner and his employees – all men, of course – were equally in awe as I did just that. Several years later, after the owner had passed, I became a tenant in that same building, now artfully running two fully automated presses, on my own.

Contact Info:

• Website: https://www.417press.com
• Instagram: @417press
• Facebook: https://www.facebook.com/417Press/
• Linkedin: https://ca.linkedin.com/in/michelle-angenent-5ba029138