The Paper Plane Cocktail Hour: The Scrolling Factor

Miss this episode at your own risk! Amy & Sarah sit down with stationery legend Chandra Greer, who spills on everything from her hybrid retail model to what makes a range stand out to her and get precious shelf space in her domains. Whatever role you play in our community, Chandra’s mindful perspective and focus on civility and connection will infuse it with much-needed inspiration.

Guest Website:
https://greerchicago.com     

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Transcript

Amy Loewenberg: 0:23

Hello everyone and welcome to the paper playing cocktail hour. I am one of your hosts Amy Lowenberg, senior relations manager for New York now, community spotlight podcaster and all around retailer advocate. My focus is to bring you important information, conversations and perspectives from both sides of the aisle.

Sarah Schwartz: 0:42

And I am your co host Sarah, the paper nerd. I am the founding editor and editor in chief of stationary trends magazine. I also write about stationery on my site, the paper nerd and I even host another monthly podcast on the topic, the paper folds, I think having the stationery gift industry since 1997. But Never did I imagined that then that I'd one day be covering the market here in the virtual space.

Amy Loewenberg: 1:05

That's right. So throughout 2022 Sarah and I will be raising our glasses alongside our pencils as we share stories, compare notes, and celebrate three of our all time favorite topics, stationery connection, and cocktails.

Sarah Schwartz: 1:22

Cheers. So we divided 2022 into phases. In the first quarter, we examined members of our community in their initial phase of their careers. In May, as the second quarter began, we moved to the next phase, the middle phase, and as we head into fall, we shift into our final stage maturity. So these

Amy Loewenberg: 1:45

would be more established brands that everyone looks up to and admires and strives to emulate just a bit as they continue on their own path. In the case of retailers, these are brands with not just one store, but several thriving business channels. Sarah and I speak with so many different people who all wear different hats and for today's guest we are talking with one who wears a jewel encrusted crown and she definitely carries the title of retail royalty. There why don't you share who we are so lucky to be having cocktails with today.

Sarah Schwartz: 2:20

I would love to I am incredibly happy to share that today we are talking with one of my all time favorite paper nerds Chandra Greer of Chicago Chandra is not just known as an innovator in in stationery, but I am very proud to call her a personal friend Chandra is the owner of Greer Chicago, which is now an online stationery store having retail pop up locations in Soho New York and in LA. Interestingly, she just started her career as an oil movements analysis with my gosh, a job she fortunately left to MBA at the University of Chicago Booth School of Business. After graduation she became an account executive with Leo Burnett advertising agency. And then thankfully for all of us her personal interest in correspondence beauty, intelligent thought and especially civility for moved her to found Greer in 2000 Chandra was quite visionary in her emphasis on civility. Simply put, it's something we need now more than ever.

Amy Loewenberg: 3:35

Oh my gosh, we sure do. And as much as I am agree or friend and follower. I love sharing that her biggest nonstationary passions are her family, social justice, reading fashion sneakers. Yes, I said sneakers. She has a partner in a startup company that may just revolutionize the sneaker industry. And exploring the world. She and her family have traveled to over 90 countries. She is a past president of the Chicago Booth Women's Network and serves on the women's board of the Lincoln Park Zoo in Chicago.

Sarah Schwartz: 4:09

Wow, the Lincoln Park Zoo. So before he settled in Cleveland, my husband Rick was a longtime resident of Linkin Park. And when our daughter Veronica was small, we spent the most enchanting afternoon there. I have to say it was such a treat to experience that place through a child's eyes. So I'm not really surprised, but Chandra has something to do with that magical place. Anyhow, enough about zoos. I think it's time to get this conversation started.

Amy Loewenberg: 4:47

Well Chandra we are so excited that you have joined Sarah and I today on the paper playing cocktail hour. Thank you so much for jumping in with us. How are you doing?

Chandra Greer: 4:56

I'm great. I'm with two of my favorite ladies. So wants to complain about thanking

Amy Loewenberg: 5:02

me. Ah, gosh, we adore you. We're gonna jump in headfirst. Ready? Ready? Okay. So you've embraced all retail selling channels and masterfully created your hybrid retail. By joining your real life and your online life together, you have a sharp website that is transactional, you have a really nice following on Instagram of almost 12,000 and Facebook have over four, you have a pop up shop. So physical presence in two Wolf and badger shops. And if y'all who's listening don't know Wolf and badger, you should get to know them. They are a highly curated collective, they've got two locations. One is in Soho, New York City, the other is in LA. So they've got east and west coast. But my question for you Chandra is hybrid retail is a real thing. And it's ever evolving. How have you had to respond in running your business differently through a trio of channels?

Chandra Greer: 6:06

You know, that's such a good question. Because at first, the way I responded was to run around in circles. With my head, I'm like, how am I going to manage these two satellite locations and this websites simultaneously? That was sneaky about this yesterday, essentially, it's just been installing processes, we have a very sophisticated little system for buying that allocates inventory to Chicago versus New York versus LA. The core collection is basically the same because that's what Wolfing. Badger is it's a mini career. But there are some geographic differences. Yeah, there are differences in the focus of the sales staff and Wolf and badger, because it's primarily, you know, retail for, you know, clothing and home, not stationary. So I don't, I don't stock things there that require a ton of explanation, or that are, you know, sort of a stationary connoisseur item, kind of keeping in mind, the expertise level of the staff the geographic differences. I sort of allocate our inventory that way, but we pretty much sell similar things across all channels. But it is, it is a bit of a challenge, because we basically have three shops now. Right? We're managing inventory in three shops, shipping big orders to in New York, and LA, and then all the shipments to our internet customers. So, you know, the way I'm managing it is I just sat down and figured out some processes. And my team is great about following them and improving them. So that's it. Does that answer your question? Yeah,

Amy Loewenberg: 7:58

no, it really does. I mean, you're basically managing them by looking at them as three separate entities. And I mean, it makes sense that anybody has like their, like you said, their core business like their every day, that kind of maybe doesn't change as frequently as a seasonal item. Right? But that you're looking regionally for the top

Chandra Greer: 8:22

of your product, right? Because you know, so hos obviously very edgy. Yeah, well, it can be a little bit you know, not quite as warm and fuzzy as I think the LA clientele is. So we carry just about the whole spectrum of items. But when I'm sending to those two channels, I'm sending la a little bit more color, a little bit more emotion a little bit more fun. And I'm sending so how, you know, little harder edge. Things that have profanity, so well there. So I'm using my intuition and my knowledge of the industry. Yeah. Okay. But honestly, it's not that difficult because again, I'm in sync with both shops as far as the core premise of what we carry. So we're it works out.

Amy Loewenberg: 9:18

Yeah, so I mean, like, it sounds to me, like anybody who's got multiple locations, even physical locations, in different cities or regions, they all have a different flair. And you're treating your online stores the same it's just doesn't have a physical door that you open it's a one click type thing. So that's not so overwhelming for somebody to think about developing their reach through their you know, their brand through this online presence. I everybody's jumping into it. I certainly don't want to sound like it's brand new. But you know, there might be Some people that still are reserved about adding a new channel, because they're concerned about inventory, and it really sounds like it's just the same as opening another store.

Chandra Greer: 10:11

It is, I think of our website as the as the Chicago store. You walk in? Yeah, that's exactly what it is. I love it. Yeah.

Amy Loewenberg: 10:22

All right. So like on another question here, I've got some hard hitting ones. Love it. We have heard, we've heard from multiple industries that the topic of customer service has been shifting our customers, as I mentioned before, it has this they have this like one click expectation these days, because the human patience level has become quite fragile. has this impacted you at all? And if not, what's your advice for the continue building of this hybrid retail relationship?

Chandra Greer: 10:53

That is such a tough question. I remember when we had our brick and mortar shop. And I would dream up all these ideas for the checkout process. I went to Japan a few years ago, and I was so intrigued by how every package is carefully wrapped with the little iPad character, what the name of those wire loops are, but just like beautiful, and you stand there for five minutes, and you love every minute of it, because you're watching this process. And I thought, I'm going to do that, I'm going to do that in our shop. And I thought about I thought nobody is going to wait five minutes, while we wrapped a notebook. It's just not the American psyche, and I abandoned the idea. So I know exactly what you're talking about. I think, again, just sort of harkening back to every location is different. I feel like everybody is going to have to figure out their tolerance level for their clientele, and what they can deliver, I'm sure there's some locations where people are happy to wait. But I think others not so much. I will say, however, I believe if the customer sees the payoff in the service, they might be more willing to wait for it. And I say that because occasionally we have people come into the shop, we tell them that we're not open for insert browsing, nothing is priced, we have to ring them up online. And they would never, you know, we give them access the Customer Access. And they come in and we tell them that they say fine, and it takes forever. Because we have to tell them every price, we have to type in all the items, we have the manual, and they're so happy to do it. And I think to myself, if we were open, you know, as a regular retail business, there people would never be so patient, or because they see it as something special. They don't typically have access to they Oh, wait 10 minutes, 15 minutes while we complete everything. So I think if you can build in some kind of pay off for the patient sets required to receive service. I think the customer is more receptive to it. But if they're just going in to pick up something and you know, getting it delivered in the standard manner. I don't think that they feel that their time might be worth that. Does that answer the question? Yeah,

Amy Loewenberg: 13:36

no, I hear what you're saying. I'm my mind is like going into like all of these different channels. I absolutely believe what you say to be true in being able to see the payoff. I remember when I worked at Kate's Paperie and I was running one of their locations. You know, we have this special process of how we gift wrapped. And to your point. How many people want to wait, well, if we didn't have examples of the famous rapping that was done, I mean, I won't say that I was their best wrapper, but I could fold something. My friends like my gift wrap. So like by showing what, what they were waiting for. Because they had to wait. They had to wait or they had to come back. And so we were setting their expectations. What What about like, are you seeing anything shifting online with this one click Are you seeing like responses? Do you have conversations back and forth? Are people

Chandra Greer: 14:40

playing nice? So my our online experience with our customers is stellar for absolutely stellar. I might, I mean we can go weeks without any kind of negative interaction, or even in query and I believe Leave that that's because of all the work we put in up front. The photos are good, the photos are clear, the descriptions are thorough, it's easy to order, we try to remove all the barriers to purchase through information and quality of presentation, we ship extremely quickly, we stay on our website, if you order by 11, it will go out that day, everything is explained. Every promise is kept. If we have an anomaly, if we have an issue with an order, we contact the customer right away. We're very polite about it. So I think for us, you know, it's more work, obviously, to do the work up front to, to head off any customer complaints or unhappiness. But it's worth it on the back end. Because we honestly, we have very, very, very few, we receive a lot of emails, thanking us for our selection, thanking us for how things are packaged, thanking us, for being there thanking us for being able to get the special notebook in Kansas, it's, it's for us online, it's been an extremely positive experience.

Amy Loewenberg: 16:21

That's great to hear. It's also really great to hear that this hybrid relationship is is just as authentic as the physical.

Chandra Greer: 16:32

Right. And it's how you approach it, if you see it in your mind, like I I, as I said before, I don't see it as a website. It's a shop that delivers in a very diffuse way all over the country, because people can't all come to me. So we're going to them. And that's how I view it. As opposed to this mechanical digital widgets being coming in widgets going out. Those widgets have been infused with somebody else's curation, vision care. So it transforms it into an experience that is not the same as shopping in store would never say that. But definitely more elevated than if you're shopping at some big box that we will not name. Yeah.

Sarah Schwartz: 17:29

Yeah, I think when you're when you're a destination, which is why grew Chicago is in whatever form you're talking about. There is a certain expectation among your clientele, but there's also like a certain patients like they will stand or, like you figure out how to enter stuff in because that's part of the experience. And, you know, they know, they know they're somewhere and you know, they're they're willing to wait, there's a little bit of patience and a little bit more give and take, then there might have been if this was just like the first time they just walked in or, you know, stumbled across your site.

Chandra Greer: 18:08

Yes, that's true.

Sarah Schwartz: 18:10

So I feel like this is the million dollar question that every maker that I work with, would want to ask you. So I'm going to ask you, though, when you're walking a market, or strolling through fare or scrolling through fare rather, what types of elements tend to jump out at you and make you invest in a range? Have there been ranges that you thought would do really well and maybe didn't perform like you thought and you had to move on? Conversely, have there been lines that you brought on that maybe you were on the fence about a little bit, that turned out to be huge hits? I want to hear more about this process, and what lessons you've learned so far about your clientele and stationery as a result?

Chandra Greer: 18:59

Well, when I'm looking when I'm scrolling, or I'm walking, the number one thing I look for is well designed, that trumps everything else. And obviously, well designed, that's an inter that's subjective. Right, right, my interpretation of what's well designed, and that's all I have to go on. So that's the number one thing.

Sarah Schwartz: 19:24

Right, it will, to a certain degree, it is your gut and you you do a point where you look at something and you're like, okay, yes or no, like, you just you can tell if it like hits that spot, or if it's kind of been produced sort of from an authentic place, or maybe from a responsive place, you know,

Chandra Greer: 19:43

exactly, exactly. And so that's so that's the first cut. The second cut is these customers who I hold in my mind is you know, as literal people all over the country have little Little archetypes for them? Are they going to like it? Is it going to serve their purpose? Is it going to slip into a mailbox and make somebody else happy? Is it going to facilitate the writing of a musical which I just got an email? That a notebook, we sold a man in LA, he wrote a musical in it? Yeah. And he sent me his notes, and photos of the musical. And so, you know, I think about that, I think about what's going to be recorded in this, when new business will be started. What not for profit? What creative venture? Is this going to serve that purpose? So I'm thinking about that, too. And then finally, you know, I think about is this going to sell, but that's never my first cut. Because I feel like, if it looks good, and it's quality, it's well designed, though, it's going to be useful to somebody, then it will sell. Just by definition,

Sarah Schwartz: 21:02

I love it. I love that you're not approaching it from a mercenary standpoint, which is how I feel most people still approach the market, like how much can I is this going to move is this you know, isn't going to keep my profit per square foot up, you know, whatever the

Chandra Greer: 21:17

that's just going to keep you stuck, that's going to take you out of a visionary space. Because if you already know that something's going to sell. That means it's out there already. And you have enough data, right from the market to know what's going to sell, which means it's everywhere. I would much rather use my God and my imaginary people, you know, who might purchase what we're selling? To make the decision, then on what's already out what's already in the consciousness, if that makes sense.

Sarah Schwartz: 21:52

Totally makes sense. Because I just think

Chandra Greer: 21:56

I get more pleasure. And I feel I'm, I'm of more service to people when I'm offering a singular vision. If you're looking for something that's well established, and everybody has, that's great. But there are a lot of people doing that. And I don't know how many people are on the edge, trying to think about this in a new way. Yeah. And we're serving those people, those customers, that's what we're doing.

Amy Loewenberg: 22:25

Yeah, I mean, everybody has to have their bread and butter to create a sustainable business. And you know that through who your customer is. And to your point, a basic item in my store is also going to be a basic item in your store, it might be a different color, a different material, but we're going to have that basic item. But like thinking, what I'm really loving that I'm hearing is you're actually thinking of this was a great question, Sarah, you're you're thinking of the life of the product. Once it leaves your store, like so,

Chandra Greer: 22:59

100 percent,

Amy Loewenberg: 23:00

you're thinking so many steps ahead. Not like this is gonna sit in this concept or this theme, I'm putting together a coastal blue, I'm putting together my pre holiday, you know, jewel tone, you're literally thinking of the life of a product. And I'm now thinking what you like, what is Chandra going to do now that she's she's got all this, this marketing tippet stuff, like, look at this journal, write your next musical, you know, like, like, how are you going to present it to all of those people in your head now that it actually has a life? I love it?

Chandra Greer: 23:32

No, that's 100%. You've nailed it. And again, I think that I think that provides that provides more value. I mean, I think we all have this within us. We just need to think about our value as our own personal story, and our own history and experience. And how that leads us to a place where we understand our customers lives. Because you nailed it. Amy is about going well. And it was a great question, Sarah. It was about my one observation about the stationery industry. And I know you've both heard me say this so many times. We are selling life. A motion, achievement, pain support ideas we're selling, it's so much more than here's a cute card. Here's a cute note because of what people do with it. Right? You're not putting it on your body. You're sending it to somebody because they had a tough week. You're buying a new notebook for your new job that you're nervous about because this notebook is gonna give you more confidence. There's so much more meaning to this industry and I really feel if people can start to tap into that. It could enhance their business but I also think it will enhance their personal injury Amen of what they do at Blue that really makes me happy when I think about those things.

Sarah Schwartz: 25:07

Absolutely. And I think when you come when you stay in a very instinctual space, mentally, then you are in a visionary space, like when you're not, I don't know, I, you know, typically, I think I feel like I have my best markets when I just approach product just directly. Listen to how it's pitched. To me. It's just, you know, it's like, Okay, I think what is what's, what's the story here?

Chandra Greer: 25:35

I agree. And you know, just to follow up a bit on your question about have I had lines that didn't work and did work? I did buy a line, a card line that I thought it's just fabulously designed. But what I think is, it might be a little, it's whimsical. And so I'm wondering if people are stopping at the whimsy, and not seeing like the mind blowing design behind this line. And it doesn't sell as well. That's very, you know, that's, and then I've had things like we have a line of fictional hotel notepads that I thought people weren't going to really get, you know, there there. There are no pads that are imitations of what one might get if they stayed at the Rosebud motel.

Sarah Schwartz: 26:24

I think it's fabulous, I would totally have them. And I mean, like, I

Chandra Greer: 26:28

would like cannot keep them in stock. Like,

Sarah Schwartz: 26:31

missionary like that's what did these bygone things that used to be very pervasive in our culture? It's totally gone. And now some brilliant makers, like I'm gonna make hotel stationery for the Ritz and exactly like,

Chandra Greer: 26:46

amazing. Yeah, I love it. Yeah.

Sarah Schwartz: 26:52

So one thing I reached out to you recently, with some questions just about like pricing and stuff. And one thing that I thought was really, really interesting was You told me your current range in price from $4 to 18. Retail. So I want to ask you about your cards on the higher end of the spectrum, because I am really curious. I want to hear about what goes into them the printing processes and embellishments, as well as the vendor names. But I want to hear, like, what can you construe about what they're being purchased for? Who is purchasing them? Are these being mailed? Are they being used on packages? Is it part of a bigger gift? Is there a maker that's super hot? Any insight you can give me that you've gleaned from this segment? I think everyone would love to hear.

Chandra Greer: 27:45

Yeah, yeah. That's very interesting. I think. Well, first of all, one of the top selling cards we have is an $18 card from ladyfingers. letterpress. Okay. It's I think it's called a planogram. Basically, you it's dye caught it.

Sarah Schwartz: 28:07

Spin it you like spin it in a car? Like it's there's an answer

Chandra Greer: 28:11

name for it, which I can't recall at the moment. But yeah, it's a spinning card. So you could spin it around and see where the planets are this where the stars and planets were on the day you were born. And first of all, it's drop. Dead. Gorgeous. It has gold foil printing. It's daikon. It's hand assembled. It's letterpress printed. And when we first when we first went online, primarily, I was wondering if people were going to purchase it online. Because in person, it's a showstopper. No problem. So we have it in New York. We have it online, it does extremely well. I think more and more as sending a card is becoming a special gesture. It's just ratcheting up. The specialness is my theory. It's already something that people are doing because they want to make a special statement. So they're just really making a statement with these cards.

Sarah Schwartz: 29:17

That's amazing. I found it on your site.

Chandra Greer: 29:20

It's sold out. Yeah, right. See.

Sarah Schwartz: 29:24

And it's 1850 Yeah, so yeah, it's not even just a team. It's eight cents sounds. I mean, it's gorgeous. And yes, that that that totally makes sense. Especially you know, as the age of COVID. We're still a lot of people still aren't seeing each other. So yeah, it is a gift and card and experience in one and I mean like that. Design is too nice to ever throw out because you've

Chandra Greer: 29:55

never had any day. It will be on a mantel. It'll be On a pin to a bolt or forever. Yes, on an easel people always keep that. Yeah, it's more of a keepsake. You're right. It's an experience in a car. And I think that's what people really gravitate to. We also have another line. It's not as pricey. It's $8 or Galaxy Sofia, Safari. She's a Chicago designer. I don't even know if she's in any other shops, she might just be in mind. I'm not 100% Sure. But she has a collection of vintage typewriters. She types the greetings by hand on this typewriter. Then she matches the greeting. Or maybe it's the other way around to a vintage stamp. And she applies that below or above the greeting. And the way that she puts the sentiments and the cards together is just the stamps together. It's just literal genius. Like she's not just slapping a stamp on and happy birthday. Like it's all there's always a thought behind it. For example, She has a thank you card with the with an Alexander Hamilton vintage stamp. And I think she typed in. I'm not throwing away my shot to wish you a happy birthday or to thank you. And it's just so brilliant.

Sarah Schwartz: 31:23

Oh, it's so they're so cute. I'm looking at him on your site. And I'm looking at the sending love. She has a love stamp and mounted it in the middle. And she she I assume she typed in sending views

Chandra Greer: 31:37

using a air mez typewriter. It's not that your mez allows you to say wow. Yeah, no, it's just a genius line. And so I think with that, you know, going back to my comment about how you photograph and talk about it. I make sure with her cards to really explain the process. So people know that a person thought of this type dip with the stamp online the envelope. And, you know, I think that's compelling enough to get people to realize how special it is.

Sarah Schwartz: 32:13

Totally. And the envelope is not just lined it's lined with like a dictionary.

Amy Loewenberg: 32:18

Yeah, looking at it. That that is definitely a new liner. And you know what just along with this, you're you're sharing the story, which is what is embolden you, and Greer Chicago and introducing, you know, a designer, which is something that you are a champion of So,

Chandra Greer: 32:38

right, it goes back to my Yes, she she didn't have to be an any other shop for me to see the value of her work and want to carry it a career. Yeah. That's great.

Sarah Schwartz: 32:51

Yeah, it's absolutely beautiful. Where do you find? I mean, did you Where did you? I mean, if you don't mind my asking, I don't want you to reveal any secrets to reveal. But where did you find her?

Chandra Greer: 33:02

She was a customer. I follow her on Twitter. She occasionally shares her work very, very rarely. And I was looking at it one day, and I said, we have to have that. And I had to I had to track her down a bit because she's not a whole, you know, she doesn't wholesale. But I was persistent. And I think she's happy to have her work in our store. So that's how I found her.

Sarah Schwartz: 33:32

She wholesales now.

Amy Loewenberg: 33:35

You I mean, if if anybody were to have a mentor on how to go about it, boy, did she land up on the top of the list. I mean, I would want to be mentored by you. That's amazing. Yeah,

Chandra Greer: 33:53

well, you know, I think you put your stuff out there as always, number one. Yeah. Never posted it. I would not even know she did this. Yeah,

Amy Loewenberg: 34:03

yeah, you got to take the step. You have to take that. You just have to put it out there and see what happens. I mean, whether it's like, just making yourself feel better, and just like, hey, I did this, but like, somebody's gonna come along and be like, you know, when I have people who are like, Hey, I've listened to you and Sarah, like, and now I'm interested in like, that is such a, a warm, warm and fuzzy for me, like I can't even imagine all the incredible artists that you know, that you're able to help and, you know, you're touching their lives in in a really strong positive manner.

Chandra Greer: 34:40

Absolutely. I mean, somebody's gonna discover them eventually. It might as well be me. Right? Absolutely.

Amy Loewenberg: 34:47

You know, you go for zero. No, no,

Sarah Schwartz: 34:49

no, I mean, I was just gonna ask, I know we're, we're winding this down and I'm just like curious, like, what are you up to? Chandra What are you working on what's intriguing you like What's going on? What are you excited about these days in your world? Because, like, super curious.

Chandra Greer: 35:06

So interesting. I'm, I'm really just excited about finding those little brands that no one's heard of. That's actually my obsession. Always looking, you know, whatever country it's in, I'm gonna WhatsApp them, or I'm gonna email them, and I'm gonna see what it takes to get it in the US. Because, you know, it goes back to that feeling of being of service. I feel like part of my, my job is to bring these undiscovered gems to my customers. And you know, it's really interesting. I know that some people maybe feel very proprietary about their lines, they don't want to share what they have. I've noticed some websites don't even list the vendor. Yes, I know. Yeah, I feel the complete opposites. I feel like, you know, if somebody else discovers it through me, and decides to carry it, it is what it is. Yeah, you know, but my job I feel is to help these designers is to help my customers discover these designers. And, you know, I feel like nobody puts it together the way that I do. So you can hire vendor list. Yeah. But you cannot be me.

Amy Loewenberg: 36:41

Right. And I think I think that that is really poignant. Because, you know, you can, you know, I head up to Kingston all the time, I go to the Hudson Valley, I go to, you know, all of these little enclaves of stores. And I know them because they're all shopping in New York now. Right. And so, you know, you hear people say, I don't want to look like everybody else. But what I would say it is a true master of their business and of their brand, when I am walking from store to store to store, which I am and of course, I'm of course, I'm going to see overlap, of course I am. Or if it you know why, like, there are areas where it's just, it looks vastly different. And it is because of your brand, the way you merchandise the way you are presenting it. And you're right. Nobody is an entrepreneur, nobody is presenting their store like you present yours. And so that to me, and that's why Sarah and I are talking to you now, at the end of our year, because we're talking to those business owners like yourself who have mastered this and who are not nervous to have, you know, granted, you don't want to have 80% of your product line, be shared with somebody else. But you know that there's going to be overlap. But everything you do is what elevates you and makes you stand apart. And it is very evident. That was a very long compliment I just gave you.

Chandra Greer: 38:03

And I'm glad this is being recorded. So I could sit in the dark. And over and over.

Amy Loewenberg: 38:15

Well, let us end this because you've touched on this before it throughout this. But with everything that we've talked about and what we've just said, you know you're immersed in stationery and gift and and the past few years has has definitely had a been a change for all of us. And you said how you like you feel it's your mission to seek out the new and unknown and share with the world which is beautiful. Do use what do you think is different these days in the way consumers are viewing stationery gift? Like how are they viewing these sections of our industry differently than perhaps they might have been a few years ago? Are you seeing any shifts?

Chandra Greer: 39:06

I think they're viewing it with a lot more passion and appreciation. I mean, there's a lot in our society that is not nice. You know, there are forces out there that are very negative. This remains such a positive pure industry. And I think when people engage with it, that's what it's bringing to them positivity, purity, and I think I think it's extremely meaningful in everyone's life of people who purchase it. I think it's meaningful in their lives. And you know, that's the other thing I was to go back to the question about the mix of vendors and not being afraid to share, you know, who we carry. I can carry something and And the store next door can carry the same thing and they may never sell one and I may sell 20 Or vice versa. It's about your customer to it's about the mix. You're not just curating your your items, you're actually curating your customers, and some of them are going to vibe with something. And so they're not gonna be the exact same thing. So that's a whole nother piece about why, you know, don't be afraid to forge your own path. But also don't be afraid to carry something somebody else has, because you're gonna put a spin on it that the other person isn't, are just a different spin. Yeah. So anyway, I think there is I find more passion for the category now. But again, I think it's I think it's important to keep it elevated, because I think that's what people are drawn to the elevated aspects of our industry, because it's like a countervailing force to a lot of what we see digitally. And I think it's societally very important, frankly, I used to think, you know, what I do? It's fun, it's beautiful. It's not there, but I'm starting to feel like it's way important. Important. Yeah,

Sarah Schwartz: 41:23

I agree. I, you know, we relate to each other, via greeting cards and stationery in a different way than we relate to each other in person or in text or email, or even on the phone and the, you know, the messages are that much more meaningful. And I think, in people sort of having to slow down and appreciate the little things that it's, it's so much more impactful than it was say, even in the before times.

Chandra Greer: 41:55

Yeah, I agree. It's, yeah, you hit the nail on the head. It's the little things you know, I'm, I had an order come in today for two erasers and two pencils. And I thought this person is gonna be so happy when she gets it because she bought some little treasures you know? That's maybe not the best financial outlook

Amy Loewenberg: 42:22

Well, I was just thinking Chandra she really or whoever ordered them they really wanted to meet are going to be that excited because they're spending more in the shipping

Chandra Greer: 42:34

Oh, yeah. A cart we had someone order a card this week and Priority Mail twice the cost of the card. They really wanted that card.

Amy Loewenberg: 42:47

They really wanted that card.

Sarah Schwartz: 42:49

Right and she and that person spent so much time looking on your site and picking just the right pencil and just the right eraser. And when she gets them it's just gonna rock just

Chandra Greer: 43:03

gonna be so happy with her little treasures she races she'll be so the array

Sarah Schwartz: 43:13

every mistake is special.

Chandra Greer: 43:15

Every mistake. Opportunity to commune with my eraser.

Amy Loewenberg: 43:20

She's gonna be like, I'm gonna make a mistake. Just erase it.

Sarah Schwartz: 43:25

My first mistake with this eraser

Chandra Greer: 43:33

funny. Yeah, that's what's gonna happen.

Amy Loewenberg: 43:38

Oh, gosh. Shonda, you are such a treat. We love talking with you and laughing with you and hearing your Chandra isms. Like, I cannot get enough of you. You're just one of my personal favorite people. And I know I speak for Sarah too. When I say absolutely.

Sarah Schwartz: 43:55

So that means me. You have to come back.

Unknown: 44:00

Yes, I will come back whenever you what you like.

Sarah Schwartz: 44:04

We have it on tape.

Amy Loewenberg: 44:06

We have it on tape now. All right, well, with that, let's end on a high note here. We know all about you. We know about your store. Why don't you just say how can people find you when they want to buy their pencils and erasers and cards?

Unknown: 44:22

Well, you can go to career chicago.com career chicago.com Or you could visit our we I call them outposts. And Wolf and badger Soho 95 grand or wolf and badger La 8500 and Melrose so there we are. Perfect.

Amy Loewenberg: 44:44

Well, y'all who's listening? I don't know why I say y'all all of a sudden I am. I'm a New Yorker. No idea where that comes from. But for y'all who's listening. You do not know Shonda Greer, you better get to know her So go check her out, go follow her and for those of the masses who do know you, you are so welcome for presenting her to you today.

Chandra Greer: 45:14

Ladies, I love you.

Amy Loewenberg: 45:15

We love you have a great day and we'll talk with you soon.

Chandra Greer: 45:19

Thanks you too.

Sarah Schwartz: 45:21

Well, that was fun. It's always a treat to have audience with Chandra.

Amy Loewenberg: 45:25

I know I really could talk with Jonathan for hours. She is so intuitive and truly thoughtful not just in her responses, but her action, she emotes positivity. And it's just such a pleasure to connect with her. I know that whatever your position is within the industry, that you all can relate to something that was spoken of here, and hopefully will push you or even just remind you of something to practice, try or share.

Sarah Schwartz: 45:50

Absolutely. That that's just one of many reasons why Chandra is so highly regarded in our community. I'm so thrilled to reconnect with her at New York now in a few short months. But in the meantime, Amy, where can everyone find you?

Amy Loewenberg: 46:07

Well, you can all connect with me on Instagram, LinkedIn, or just email me at work. I always want to highlight our amazing community on my New York male spotlight podcast and feature you on my Instagram store tours. And I'm available to help connect you to new and needed resources and answer any of your new york now SF now American handcrafted or digital market questions. And Sarah, how can we connect with you?

Sarah Schwartz: 46:33

Probably the best place to connect with me is that the paper nerd.com You can nerd out on my fabulous stationery coverage, check out my podcast the paper fold and to access stationary trends, the industry's award winning design driven trade quarterly as well. It's always a pleasure to meet to learn more about makers and spotlight their work, whether it's in publication blog, or podcast form.

Amy Loewenberg: 46:56

So please do not hesitate to reach out to either of us with comments questions, feedback, suggestions for guests or anything. And don't forget New York now is an online 365 sourcing and connection platform. Make sure to sign up and sign in. And definitely connect with us when you do so thank you so much and we will talk with you soon.

Sarah Schwartz: 47:18

Cheers.