Q: The business model changed?
A: We've become more of a destination store for custom-design invitations for weddings, bar mitzvahs, birthday parties, engagement parties and special events.
Q: How much has the business evolved in terms of custom work?
A: Probably about 65 percent is custom printing, versus 35 percent for retail.
Q: Who are your customers?
A: Brides, late 20s to 30s, moms for bar mitzvahs and event planners for the invitation part. She's a hip, young, established person. We're not a Hallmark store as far as retail. It's more blank and boutiquey cards.
Q: How big a business is this?
A: $900,000 to $1 million [annual revenue].
Q: How many employees?
A: Nine, including my mother and me.
Q: What separates you from your competitors?
A: It's the custom design. All our employees are graphic designers. I think that totally separates us from other papery stores or invitation-design businesses. One of our graphic designers also has an industrial-design background.
Q: What do services cost?
A: It's based on how many invitations you want. Our average wedding for 100 invitations is $2,500. Invite and R.S.V.P. cards are standard.
Q: What about bar mitzvahs?
A: They tend to be bigger - sunglasses with name tags, life-size posters, those kinds of things. We just did one for 150 invitations for a bar mitzvah, which was $6,500. We also do corporate stuff for [Stephen] Starr Events almost on a daily basis - menus, signage, tags. They cut us monthly checks. It's nice cash flow, but they're not huge jobs.
Q: Where's the business headed?
A: I want to grow the custom business, drawing more from the old Details store at 17th and Walnut. The Rittenhouse customer, old-school customer, I never got that customer in Old City. I've got some of them, and I feel like we're walkable from [Rittenhouse]. I see them as a mother of a potential bride or an older woman who needs our services.