The Paper Fold

52:27

Amy Frazer of Keller Design Co

The Paper Fold ·

2026/09/30

When it comes to product categories, sometimes two is better than one. Just ask my guest Amy Frazer of Keller Design Co. She is something of a renaissance woman: While embroidery seems her primary passion, as evidenced by the release of her gorgeous Birth Flower Embroidery book published by Quarto Group last year, stationery is not far behind! These days, Amy smartly transfers any design onto several categories of SKUs. In the grips of this analog moment we find ourselves in, Amy has an inherent

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48:06

Nicole Couto of Couto & Co.

The Paper Fold ·

2026/09/02

It's kind of chic to be niche famous —and that perfectly describes my guest, Nicole Couto of Couto & Co. She was one of the founders of 2021 Co. That New England brand enjoyed a stellar stationery rise in a few very short years, creating customized finds for Tommy Bahama, Anthropologie and most recently L.L.Bean — and even collaborating with Jennifer Love Hewitt to bring the Holiday Junkie range to life. While that trio has already dropped into The Paper Fold, Nicole now returns solo, new

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40:03

Vanessa Harnik of Notes & Queries

The Paper Fold ·

2026/07/29

You have doubtless seen Little Free Libraries in your neighborhood —well, my brilliant guest today has reconfigured the concept for greeting cards and postcards. For 30 years, Vanessa Harnik has worked alongside her dad Alan running Notes & Queries — which sources and brings fantastic European stationery to American shores.Earlier this year, I named Vanessa a Maker to Watch in 2026 at Stationery Trends —and felt even better about that choice once I learned she had invented The Note Nest. These

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47:02

Katelyn Woolley of The Noble Paperie

The Paper Fold ·

2026/07/08

My chat with Katelyn Woolley of The Noble Paperie is full of (wonderful) surprises! I I named Kate as one of Stationery Trends' 10 Makers to Watch in 2026 due to her focus on what she refers to as “communities others forget.” The Noble Paperie is primarily known for Kate’s NICU, infertility and miscarriage cards —just try searching for one of these categories on Etsy to see what I mean. These topics had never been aired so publicly on stationery before Kate came along — and her carefully composed,

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44:35

Ray Wu of Ferris Wheel Press

The Paper Fold ·

2026/05/29

Every paper nerd needs a quality pen for their prized stationery — and Ferris Wheel Press aims to elevate the world of writing tools as it demands. Raymond Yu actually started out in stationery, creating one-of-a-kind, ultra-luxe invitations — but turned his talents to fountain pens and accessories, aiming to remove the intimidation factor and "make fancy fun."Ferris Wheel Press' ever-expanding array of offerings encompasses both its own creations as well as licensed product tied to major

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45:56

Erin Dayhaw

The Paper Fold ·

2026/05/05

Typically I discover new stationery makers at markets, then I nerd out on them online, but with Erin Dayhaw, it’s been quite the opposite! I was laughing along with her TikTok adventures for quite some time (along with her 30K followers) before I actually met her IRL at NY NOW this past February. Because Erin seemed to understand the TikTok algorithm in a way other stationery makers do not, I initially envisioned our interview to be focused on winning insights that app. However, Erin is letting

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45:32

Carissa Potter of People I've Loved

The Paper Fold ·

2026/03/24

Every year in the winter issue of Stationery Trends, I compile a department called 10 Makers to Watch. Throughout the year I will be highlighting my special 10 — including my very special guest today, Carissa Potter of People I've Loved. Much like that of my other guests, this brand offers stationery and gifts, but with a radically different, deceptively simple approach. Rather than seeing her wares as yet another commodity, Carissa utilizes them to develop ourselves and our relationships. In her

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65:26

Mark Woodman of Mark Woodman Design

The Paper Fold ·

2026/02/25

Stationery is this podcaster's favorite subject — but color comes in a close second! After all, color doesn't just shade our world, it elevates, deflates or defines a mood — and it can make or break any given design.If you have never heard an expert discuss how color trends are formed and evolve, get ready for a treat! I have had the pleasure of interviewing Mark Woodman of Mark Woodman Design + Color many times over the years for my publication's trend coverage — now I'm bringing his insights,

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43:30

Monika + George of UWP Luxe

The Paper Fold ·

2026/01/14

Recently I hosted Wolf & Wren Press' Lauren and Liz, who just won the Louie Award for the Card of the Year. But there are actually two divisions of Card of the Year, $5.50 and above and $5.50 and below. Wolf & Wren took the below slot, while UWP Luxe took the above $5.50 slot with their fabulous tea-themed birthday creation that must be experienced in life to be fully appreciated.* That's because UWP Luxe is a pop-up card company, and while this market has gotten more crowded of late, UWP Luxe —

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49:04

Rachel Kroh of Heartell (2 of 2)

The Paper Fold ·

2025/12/18

In the Part 1 of our chat, Rachel took us behind the vibrant, woodblocked Heartell Press design curtain, now we delve into its ethos of sustainability, and the many challenges it poses to a stationery brand. For example, shoppers absolutely loves seeing cards printed on 100% post-consumer recycled paper — but it drives up costs, and brings a bevy of creative limitations. For Rachel, action — not discussion — always brings clarity. Thus many of Heartell's introductions, like its upcycle-able boxed

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51:08

Rachel Kroh of Heartell (1 of 2)

The Paper Fold ·

2025/11/25

Greeting cards have the nearly impossible task of connecting us with loved ones when we don't know what to say — so we all owe a huge debt of gratitude to makers like Rachel Kroh of Heartell Press, who have made it their life's work to help others give and get the emotional support they need. Today we travel behind the vibrant Heartell design curtain to learn what drives these irresistible, timeless woodblock designs.Rachel well understands grief, our enduring taboo against discussing grief — and

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52:25

Lauren & Liz of Wolf & Wren

The Paper Fold ·

2025/10/28

What goes into a Louie Award-winning Card of the Year? In the case of Wolf & Wren Press, every design grows from the 30-year friendship of co-founders Liz Wolf and Lauren Stapleton. That precious connection, born in middle school, is the kind where one finishes the other's sentences ... and the other picks right up on the story! I's at the core of every design Wolf & Wren prints — including their winning pet sympathy card that from first glance honors both the love and grief of these

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43:50

Victoria Kirst of Pouch Studio (2 of 2)

The Paper Fold ·

2025/09/30

While journalers and junk journalers exist in this digital age alongside the rest of us, they crave the tactile and in-person elements of the analog world. In part 2 of my chat with Software Engineer Victoria Kirst, we take a deep dive into this non-digital community in the pages of her stationery zine Pouch and beyond. If you are unfamiliar with stationery clubs and swaps, it is positively heartwarming to learn of tools like washi tape or stickers being lovingly bartered or shared by these

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40:29

Victoria Kirst of Pouch Studio (1 of 2)

The Paper Fold ·

2025/08/27

Like me, my guest today is a huge paper nerd who is the founding editor of a stationery publication. Unlike me, Victoria Kirst is also a software engineer who created her fabulous zine Pouch as an offline labor of love to share her passion for analog tools with an ever-growing community.If you haven't seen a zine in a few decades or so, prepare to be dazzled! This purely 21st-century publication truly celebrates our medium, showcasing its endless potential — as well as the seemingly endless

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70:26

Vicky Barone of Barone & Co.

The Paper Fold ·

2025/07/24

Just because a maker isn't already a household name, that doesn't mean you're not already a big fan! You have most likely seen (many times!) and possibly even purchased the uplifting, inspiring and heartfelt greeting card designs of my guest today — and not even known it. For the past 24 years, Vicky Barone has been quietly licensing her designs behind the scenes to larger card brands like Papyrus and American Greetings. While she has stayed behind the design curtain, her thousands of cards have

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34:47

Anna Bond of Rifle Paper Co. (2 of 2)

The Paper Fold ·

2025/06/30

For Anna Bond, being a creative is certainly about generating jaw-dropping imagery to be presented just so on irresistible products — but creativity is also a key to enabling this CEO to navigate Rifle Paper Co. forward as both a business and a brand. In Part 2 of our chat, we discuss subtly evolving the Rifle look to keep it consistently looking fresh and new, yet true to its signature style, as time passes and tastes evolve. We also delve into navigating the larger challenges facing small

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37:41

Anna Bond of Rifle Paper Co.

The Paper Fold ·

2025/05/30

In 2009, freelance illustrator Anna Bond and her musician husband Nathan debuted Rifle Paper Co. to the trade in a double booth buried deep in the back aisles of the National Stationery Show. They were but one of dozens upon dozens of small (often forgotten) stationery brands showing there, but in Rifle's case, a stationery, gift and lifestyle star was born those five days in May.Rifle's dizzying trajectory into the collective American design unconscious was singularly dramatic, with Anna's

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29:07

Sally Diguette (2 of 2)

The Paper Fold ·

2025/04/23

Don't miss Part 2 of my chat with type A über-creative Sally Diguette! In Sally's role as specialty buyer for Anthropologie, the merchandise she painstakingly sources from small, quirky makers are often where the brand's fans find the connection and community they seek as they shop. Sally honed this expertise at Atlanta's Citizen Suppy, an artisan marketplace that showcases handmade goods, clothing, and standout finds from independent makers. Sally joined the Ponce City Market venue at its

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33:24

Sally Diguette

The Paper Fold ·

2025/03/27

This Type A über-creative wears a lot of hats, every last one of them impressive and fabulous. Sally Diguette is a specialty retail buyer for Anthropologie, tasked with buying in the stationery and related gift and home categories, as well as spearheading collaborations such as Papier x Anthropologie.But Anthropologie is also where many a small maker gets her first big break — even if it's just one greeting card on its enormous website. Not only does Sally undertake the enormous task of

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38:18

Catherine Hildner of KMB/Shade Tree Greetings

The Paper Fold ·

2025/02/20

For many in our community, running a stationery brand turns out to be but a single milestone on an incredible larger journey. That's the case with Catherine Hildner of Kitty Meow Boutique, now a part of Shade Tree Greetings. Over the past several years, this dynamo — also my guest in episode 20 — not only established her own brand, she also helped create the Ultimate Product Party series of events and podcasts to empower other product-based creatives (mostly women) to bring their own visions to

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