This month we has the opportunity to sit down with our client and neighbor, Cindy McDonnell, owner of custom invitation and specialty gift store, Paper on Pine. Read below to learn about Cindy’s entrepreneur journey and how Paper on Pine became Philadelphia’s premier shop for all things paper goods!
PPRG: What inspired you back in 2004 to launch Paper on Pine, and how has your vision evolved since then?
Cindy: I wanted a change in career and I’ve always loved stationary. I love beautiful paper, greeting cards, gorgeous invitations, and the creativity of whole design process, so it just felt right. In recent years it’s definitely become more design driven. When we started, graphic design really wasn’t a big part of the business yet. We had books where you chose the invitation you liked and you ordered it. There weren’t many options for customization. This is actually what drove the Philadelphia products because people wanted Philadelphia themed wedding invitations or thank you notes. As this grew in popularity, we began to offer more detail and alter the graphic to their liking, and it really snowballed from there.
PPRG: Paper on Pine has won awards like the Philly Hot List’s “Best Stationery”, how has that recognition shaped the company’s growth and reputation in Philadelphia?
Cindy:I think it gave us additional recognition and introduced us to a certain part of the population that maybe didn’t realize that we existed. It gave us more exposure, and once you have more exposure, it gives you the incentive to do more, like being more creative, bringing in new products, and designing more products, all in the hopes of making us busier!
PPRG: How do you balance offering fully custom design services (like letterpress, foil stamping, engraving, calligraphy) while maintaining consistent quality and timely delivery?
Cindy: Staying organized. From setting schedules and timeframes for production dates to figuring out how much time we need for assembly, like adding liners and ribbons, each step is an important detail of the process and takes planning. It is also a team effort with our graphic designer. Lastly, we are lucky to have clients who are really involved in the process, too.
PPRG: Tell us about the outsourced designer collections you sell, what do you look for in a designer collection when looking to add to your inventory?
Cindy: I think through the years, you get to know your customers and you know what they would like. And when you see a line that looks like it would fit well with that, you bring it in and you take a chance! We try to carry products that are not sold in large stores, from smaller independent companies that are super creative and match the vibe of our store. We love really nice paper here, so any handmade paper and letterpress that’s a favorite of ours!
PPRG: How have digital trends impacted your business model?
Cindy: It effects us in the sense that people will do online invitations, but for major life events like bar and bat mitzvah, weddings, anniversaries, as well as personal stationary people appreciate the value of printed products. The expanse of digital world will always be a concern but people do still value the personal touch. Customers come to us for our expertise and to be guide through lengthy process of creating an invitation. This personal touch online can’t provide.
PPRG: Philadelphia has a rich cultural backdrop, how do local events, seasons, or community partnerships influence design direction or product offerings at Paper on Pine?
Cindy: We love Philadelphia, and Philadelphia has a lot to work with. We have a lot of historical buildings and a lot of symbols like the love sign, Rocky, and pretzels. We have a lot of things that are iconic in Philadelphia, so when we design around those things and people like them, that gives us the incentive to create more and maybe expand on the same design but on different products like tote bags, coasters, glassware, or baby clothes.
When there are festivals here in Philadelphia, and you get a lot of people coming to the city that may or may not have been in this neighborhood before, this expands your client base. One thing is that everyone does love a Philadelphia souvenir. At the Christmas village, for example, people come from everywhere, so we really have to try to target a market that we don’t know as well, so we stick to our basics and expand from there once we get a sense of what people are looking for.
PPRG: Looking ahead, what’s next for Paper on Pine? Are there new services, collaborations, or expansions you’re excited about?
Cindy: We are getting into wholesaling of certain products, that’s definitely the next step. Always thinking about adding a second location but definitely expanding our product offerings and design offerings for Philadelphia themed merchandise. A dream would love to open a location in Rittenhouse Square.
PPRG: What is your favorite part about being a small woman-owned business in the Philadelphia community?
Cindy: Philadelphia is a great city and we are in a fun, super cool neighborhood. We get a mix of locals and visitors from everywhere. It’s nice that people really support small businesses here and when you see people choose to come here when they can go anywhere, is just the best feeling. It pushes us to want to work hard and be successful.
It you would like to purchase your own custom products from Paper on Pine, head to their website https://paperonpine.com/ or learn more by following them on instagram @paperonpine.
