Reviving Charm through a Fine Stationary Subscription Box
BY ELAINE HAMIDEH
In 2019, the then-famous Papyrus stores filed for bankruptcy. Around the same time, Elaine Hamideh, founder of Papyrus Box, was thinking of a business idea, while shopping with her friend in her favorite Papyrus store.
“I remember it was a somber feeling in the store at the time. Patrons were coming in telling one another how much they loved the store’s products, and how they blamed Amazon for putting Papyrus out of business,” she recalled. Elaine’s friend, now her co-founder, looked at her and asked, “Why don’t you find a way to provide similar products, paired with experiences to this audience?” You know fine stationery and you enjoy this type of merchandise!”
I appreciate the therapeutic advantages of putting thoughts and ideas down on paper. Every action begins with a thought. I may take time out of my busy day to sit down at a café with my journal book and write down thoughts on new business ideas.
My first reaction was, “I do not know computers and you want me to run an e-commerce business?” He agreed to help me and we went to work, researching the best way to deliver the products and an experience.
We settled in on a subscription box business model where artisan brands — not on Amazon — can show off their items around our box theme. My co-founder helped with all the technology, marketing, and corporate engagement, while I focused on design and product procurement.
Launching a Business During the Pandemic
Six months later, in March 2020, we launched Papyrus Box. We were in the middle of a pandemic and didn’t think anyone was going to purchase a box of fine stationery for $75.00, especially during a crisis.
We discovered that high-earning clientele, who knew of the brand, used to enjoy shopping in the store but now shop online. Little did we know online sales would skyrocket! When we launched, subscribers flocked to purchase Papyrus Box. We wanted to keep experimenting. I started thinking… if people are shopping online, then small retailers will need to follow their customers online.
Fine Stationery for Female Executives and Entrepreneurs
I realized, with the pandemic, women are juggling home and office responsibilities while working from home. I saw this as a potential opportunity — to help female executives and entrepreneurs and give them a clear path to organizing goals with a subscription service, as well as destress from their daily activities.
I could relate, as a female entrepreneur, to the challenges of getting started in a digital business, with little technological experience. Papyrus Box set out in this direction to help small businesses and female entrepreneurs find a new channel of distribution, while maintaining their brand value. Every individual has different needs with products, therefore as a company, we are working on allowing more clients to customize their unboxing experience
One of Papyrus Box’s products is an attractive weekly desk planner that allows entrepreneurs to jot down their daily tasks and check them off as they are completed, then tear away the sheet at the end of the week. It is also just the right size to toss it into a handbag for on-the-go errands and appointments. I use the weekly pad for meetings, weekly goal planning and even prioritization of tasks.
Remembering the Art of Putting Pen to Paper
As an avid journaler, I appreciate the therapeutic advantages of putting thoughts and ideas down on paper. Every action begins with a thought. I may take time out of my busy day to sit down at a café with my journal book and write down thoughts on new business ideas. We offer journal books designed with eco-friendly covers, vegan leather, in an assortment of colors. If you do not already journal, I highly recommend this practice, not only for business but also for destressing.
We are now building a network of Experiencers, these are people who register on our site to earn income teaching what they are experts at, from wine sommeliers to yoga and meditation instructors.
Our Wellness Box includes an audio breathing exercise with one of our professional yoga/meditation Experiencers. Due to the busy lives’ women are living, we stress the importance of taking a little time out to destress, recenter and recharge to promote health and wellness because let’s face it, women have a tendency to put themselves last on the list after all is said and done.
This is one reason we started the Papyrus Wine Experience, to allow women to bring a friend and enjoy wine and meet new friends. This provides an outlet to unwind, meet new friends and network for your business in a community that is slowly growing each month.
Cultivating a Community; Building a Brand
People ask me how I can get started in business and the simple answer is to always start small and perfect that one process. Social media peppers us with marketers that say you can generate $2 million in sales within 60 days, and that simply is not the case. You really need to build and engage your community, build brand awareness and partner with the right people to make your vision a reality.
Papyrus Box did this with no money out of pocket, we wanted a commercial with a social message. Our marketing hack was simple.
We got people from the community to participate in a video, we posted on our Facebook page in search of unpaid actors and cameraman who could donate his time for credit in the production. I needed a police officer and the local fire station, so I contacted the chief of police asking for a female officer to be the star of our video. With the first two phone calls, the police chief did not reply. My co-founder suggested I walk over to the police station every day until you get a “yes.” It got to the point where the secretary said, “I keep telling you he will call you back, he’s busy!”
Ultimately, he did, and we got approval to use the officer in the video. Shortly after that we got a “yes” from the fire chief as well. If we had to hire a camera crew, actors, get permits and post editing, the cost would have been $40,000, but we completed it for $0 — it’s called guerilla marketing.
We also received social capital in shooting and participation in the community. Everyone believes you need to spend a lot of money to make a big impact in your sale. In actuality, the most resourceful entrepreneurs will win over anyone with a big budget. In the long run, you just need grit and determination to stay with it to the end.
Papyrus Box, like most businesses, will pivot and try new areas to increase the brand awareness to reach more people. Partnering with Melanie Barr, founder of “She Built It™,” is a great example of how we can help support a brand community and include them in the marketing of their products to a larger audience. We are also working with large corporations and convention centers to help communicate their offerings to former, existing, and new clients.
In business, you need to keep trying, even if you fail, because if you believe in your vision and dreams — regardless of what others say — magic will happen along your journey!
ABOUT PAPYRUS BOX
Papyrus Box's mission is to help improve peoples' lives through self expression. What makes us unique? After you receive your subscription box you will get a free experience to learn a new skill, meet new people and have fun in the process.