Stationery is no longer a necessity in the digital age. With WhatsApp messages, iCal calendars and Paperless Post, it can be considered quaint, outdated and twee. But note cards, letter writing sets and other stationery seem to be enjoying a renaissance.
Social media has been abuzz with British designer Anya Hindmarch’s recent collaboration with Japanese stationery mecca Itoya, while the growing numbers of bespoke stationery vendors on Etsy are on the rise. As audiences of all ages return to the old-fashioned art of letter writing, it is becoming a trend.
“In a world where digital communication makes staying in touch both incredibly easy but also fleeting and transient, I think putting pen to paper has never felt more romantic or sincere,” says Alice Edwards, founder of British bespoke stationery company Memo Press, one of many new brands that are giving letter writing a makeover. “Taking the time to write a letter or a card is nostalgic and thoughtful, the perfect antidote to disappearing WhatsApp or TikTok messages.”
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Heritage houses have dominated the market for years, with a rich history and a clientele to match. The New York-based Mrs John L. Strong is a stalwart, and has worked with US families such as the Rockefellers. Vanderbilts.
Across the pond, British brands such as Mount Street Printers, Aspinal and Smythson – as a favourite of the late Queen Elizabeth, the later has been granted multiple royal warrants – are still popular for bespoke wedding cards, announcements and embossed notecards. Then you have luxury maisons like Cartier that aren’t stationery specialists, but offer select products such as diaries, calendars and cards.
The newer brands are pushing the boundaries by focusing on unique, small-batch items that make them stand out.
“The [established] companies paved the way for brands like mine and are still around today because of their impeccable quality and timeless designs,” explains Treasa Ewing, owner and creative director of San Francisco-based In Haus Press. “We are a much smaller brand focusing on minimalist, understated letterpress printed stationery in a modern palette of black and white.”
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At In Haus, Ewing takes customisation to the next level by tailoring typography to reflect the client’s personality, developing specific lettering based on their individual style, whether it’s timeless and traditional, edgy and fun, or clean and minimal. The fonts she creates appear to be from high-end fashion and art magazines. She designs her own plates, which are then used on three antique printing presses that date back to the 1800s. To add an artisanal feel, the paper is manually fed into the machine during printing.
Memo Press also stands out for its attention to detail and handcrafted products. Buyers can opt for cards or letter paper featuring their name, initials or address handwritten in Edwards’ unique calligraphy. The ink is available in contemporary shades such as nubuck, shell, or olive. Edwards’ own delicate watercolour motifs and hand-drawn sketches are also printed on items like gift wrap.
“I love that so much of what we make is done by hand. We only rely on tech to translate my illustrations to the actual printing press,” she says.
Brands that offer designs with more playful elements and a fashion-forward feel will appeal to Gen Z. Sugar Paper from Los Angeles is one of the most popular brands among celebrities, including Gwyneth. Its custom designs are adorned with bold details, such as envelope liners and hand-painted gold border. Haute Papier, endorsed by Oprah Winfrey, offers textured papers with animal and geode prints as well as details such hand-painted liners.
Many of these brands want to appeal to younger audiences, and sustainability is an important part of their business. It’s not uncommon for them to use only eco-friendly inks such as algae ink or cotton fibres recovered from the cotton ginning and cottonseed oil industries. Katie Leamon uses paper made from coffee cups.
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As a result of many aspects of the production being done by hand, the quantities are limited and the customisation is unique, the humble stationery was elevated to the highest level of luxury.
Personalise your correspondence with these 5 tips
1. Explore unexpected colour combinations
2. Add unexpected texture and visual appeal to your stationery using an embossing machine
3. Use a seal to close envelopes. Ewing suggests attaching a pressed rose with the seal for a personal touch
4. Add a few spritzes of your favorite perfume or cologne on the envelope and paper
5. Cross out your printed named with a pen stroke – it indicates that the note is more personal and informal