The Paper Plane Cocktail Hour: Pattern Play

You may be seeing spots after today's conversation with Cecily Moore of The Paper Curator, but that's to be expected! Her pattern-rich offerings are designed to spread joy and encourage others to unleash their own creativity. She is just one of many dynamic makers exhibitors soon to be discovered in Gift + Stationery section, one of NY NOW's fastest growing sections. Once you see her booth and experience her products for yourself, it's easy to see why this Designer to Watch can't be missed.   

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Guest Websites:   
https://www.thepapercurator.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, relations manager at New York now, community spotlight podcaster and all around retailer and maker advocate. And

Sarah Schwartz: 0:37

I am your co host Sarah, you may know me as the founding editor and editor in chief of stationary trends magazine, my site, the paper nerd, or possibly my other podcast, the paper folds.

Amy Loewenberg: 0:48

So throughout 2022, we will be raising our glasses alongside our pencils, as we share stories, compare notes and celebrate three of our all time favorite topics, stationary connection and cocktails.

Sarah Schwartz: 1:07

Well, with that and US kicking off the very first episode of 22 I think that means I should officially wish you a Happy New Year, Amy.

Amy Loewenberg: 1:17

Oh my goodness and a Happy New Year to you to my paper loving friends. This past year has been just so much fun working with you on the paper plane cocktail hour.

Sarah Schwartz: 1:26

It's really it's really been one of the things I've really looked forward to. We've month in and month out and it's exciting to be kicking off another year. Yeah. So we also want to wish all of our listeners a year of peace, prosperity and especially good health. For. For me and most folks in our biz, we barely have time to take a breath on New Year's Day before it's time to kick into high gear, hit the road and head to some shows. The day after this episode drops I'm heading to Atlanta for the first time in two and a half years. It's a bit surreal. I feel as though the world and I have changed so much during that time. And then in February, it's back to New York from New York now. Since I was lucky enough to attend in the summer, I think I kind of have a better idea of what's in store in our brave new world, Amy. But since you are on the inside, why don't you spill on what we can expect?

Amy Loewenberg: 2:27

Sure, we can expect the New York now market to continue building upon that fantastic return splash we made in August. Having staged our first market in over a year. We will continue to showcase products across all categories, our beloved stationary, and of course gifts, toys, puzzles, accessories, fashion, beauty and wellness and ever growing collection jewelry, luxury lifestyle, to home furniture and kitchenware and of course, gourmet goods. But what is really exciting is that more than 300 of our exhibitors will be showcasing 100% handcrafted products, both from very talented us makers and artisans from around the globe. So that's yeah, you know, any market offers the opportunity for collaboration, but there is just something that's so very special at the energy in New York now. You know, who knows what kind of custom designs and collaborations are going to be born in our aisles? You know, it really the only limit is our imaginations, right? You and I both know that I can talk about New York Now all day long. So before we immerse ourselves too much at market, who are we having for drinks today?

Sarah Schwartz: 3:38

Well, we are having Cecily Moore she is the artist designer and dreamer behind the paper curator such a great name. No.

Amy Loewenberg: 3:48

Oh my god. It's fantastic name.

Sarah Schwartz: 3:50

I've been struck by her work since I first spotted it. That pun is definitely intended since spots, Stripes patterns and all around. Monsters are her game. Yeah. Her stationary offerings are distinctive. They are dynamic. And once you get drawn in, there's no coming back. That's yeah, that's why I selected her as a stationary trends designer to watch in 2020. Interestingly, Cecily, who hails from Kansas City, Missouri, she doesn't have the fine arts or industrial background we often see in our community. Rather while she is while she has studied at RISD, and Shillington She has a bachelor's degree in fashion design from fit. Maybe that's what makes her work, like feel a little more editorial. To me. Interesting. Yeah, yeah, she handcrafts her dazzling paper goods for the modern creative in Queens, New York, with an eye toward curating collections that spread joy and encourage others to unleash their own creativity, which is a staple of the paper curators mission.

Amy Loewenberg: 4:57

Wow, I completely remember when we were reviewing Doing the winter exhibitors you got so excited when you heard, Cecily will be exhibiting. And I completely see why her exploration of mediums as you've mentioned through color and pattern and textures, have just created a brand that literally speaks to you. And she kicks off our year of the narrative where we're tackling 2022 In a way of any great story, with a beginning, a middle and an end, January through April, we will be examining community players and their first act, May through August, we'll be highlighting those in their next phase, whatever that might be. And through September through December, we will be devoted to those we feel have established their businesses a following and a positioning within the industry and are living their best brand lives.

Sarah Schwartz: 5:49

Right. So Cecily, is in that first act. And hers was sort of interrupted, right? Yeah, I mean, after I just mentioned that I designated her as a designer to watch in 2020. Now, that's considered a big honor. But who wants their brand to kick off in 2020? It'll be interesting to hear how she's fared.

Amy Loewenberg: 6:11

I'll say it is. Well, let's bring her on. Okay. Cecily, welcome to the paper plane cocktail hour.

Cecily Moore: 6:18

Thank you so much for having me. I'm so excited to be here.

Amy Loewenberg: 6:22

We are truly excited to start this conversation. So I'm going to jump right in. Okay. Sounds good. All right. I am just so intrigued with your path. You took classes at RISD, you're at FIT. you've explored so many different types of mediums, which in turn has helped you to develop your very vivid aesthetic. But how has it evolved over the past few years that you've been in business and and on the scene, basically, and what what's your current obsession?

Cecily Moore: 6:53

So I think one of the largest factors in my work in general is that I'm very exploratory. And I love trying new things. Because what I'm most drawn to is the texture of traditional mediums and work and mixing those textures. When I see like a new technique on Instagram, or Pinterest, I think, Oh, I got to try that and see you know what the outcome is. And that then kind of inspires where my path leads me as far as collection developing. My background originally, like I took classes, as you said, in RISD, during high school, I also took art classes in high school, and I come from a family that has painters and traditional artists as well. So I was always exposed to different techniques in different mediums. And I am not necessarily a master of one, but I am, you know, more than happy to try my hand at any of them and see kind of what happens. So my largest draws, you know, how those Interplay together and when you put patterns next to each other, like, how do they communicate? And how do they respond visually. And that's largely done, I would say, through color as well. Every collection that I create, and release has a very specific color palette, which I think becomes quite distinctive in the line. So year after year, like, although the patterns may be similar, I mean, how many repetitions Can you do a poke it out, right? But when you start to look at different mediums, then they kind of live on their own and have a unique kind of story. It's not exactly it's a different poker that has a different voice, it has a different feeling. And I think what I've done over the past three years or so is really hone what I want that voice to be. So while I still explore and try new things, I think I have a much better understanding of who I am, as has an artist as a designer, as a product maker. And I've just gotten stronger at staying true, I think to to what that means, you know, there are so many fads and trends and moving inspirations. And while I'm like, oh, I should jump on that bandwagon. Everyone is selling COVID Mask cards. My cards aren't really icon based or illustrative in that way, you know, my, my main, my main product is pattern and brushstrokes in that sort of thing. And so I'm like, Okay, stay true to who I am. And, you know, it's okay to let trends pass. I think that has been, it's been hard at times, right? You want to like grasp with those straws and push the business forward. But I think people recognize my work more distinctly because I have stayed true to that. Yeah.

Amy Loewenberg: 9:54

Well, I mean, I think who you are as a brand to it has stayed true. But I love is how you've said things like how the patterns communicate, and how you explore, you're exploring new things, and you're using them within your own technique. And then you're seeing what evolves from that. But that still provides, you know, us your followers with a clearer view of who you are and what you're and the art that you create. Oh, also say that, the way you're talking it, like I love how you speak about your art and how it's literally alive. You know, you it that's what it that's what I've just taken from everything you just said, like your art is alive. And I'm just I'm taken with it. I really am. And I love your brushstrokes and your color and your

Unknown: 10:43

pattern. Yeah. Yeah, I think what being exploratory has allowed me to do is not stay confined to one particular style, in a sense, like, it's all modern, and it's all bright and colorful and cheery. And that's, you know, that is the aesthetic. But at the same time, I don't have to stick to polka dots, I can do crazy brushstrokes, I can do trees, when it's Christmas, I can do like kind of whatever I want, which, of course, is also part of me being, you know, the main voice behind the brand. But it is challenging to then stick to my own directives and say, okay, reel that back, you know, but what I have found really freeing is, over the last year and a half, I did sign on with a licensing agent, which has allowed me to expand my artistic practice into styles and techniques that I may not have explored being so true to the brand, and then exploring, you know, partnerships that really are close to the brand, and how did those work and establish a different voice with that customer? So I think that's been really fun as well.

Sarah Schwartz: 11:57

Yeah, I, you know, I always thought your work was so distinctive, and it doesn't look like anybody else's. That's what I noticed from the start. And then when you, I feel like a lot of people strive to that. And so if you already have it, don't get distracted. doing like, you already have your own thing, like just, you know, continue to develop it. And I know you're not going to be able to speak to every trend, you know, the unicorn unicorns get big or whatever. Like, it's not, it's just not going to be for you. But you have, you know, your you've got your style and your aesthetic, and it definitely evolves. And, and there's always something kind of like new and dynamic, I think, for your for your clientele to check out. Like every time I go to your site like it looks. It's consistent, but it looks you know it, it's refreshed, and it evolved. So and that's not it looks easy, but it is not easy. I don't think at all. I see a lot of people do it wrong.

Unknown: 13:09

Yeah, it is definitely difficult because you like, of course, as a business owner, I'm always looking at, okay, what's selling what, you know, what is actually moving products? What are people drawn to? Yeah. But sometimes I just have to let that go. Because if it doesn't strike my fancy to like, do a pattern again, then I need to just allow myself that creative freedom to kind of try new things and see what sticks. Sometimes I try a new thing, and it becomes the bestseller. And it's like, okay, well, I I never would have tried that if I stuck, you know, sciency and tried to replicate the magic of a certain piece or a certain collection, sometimes it just can't be replicated. And that's why you keep that best seller in the line. But I think just trying new things and seeing what sticks within that realm of Yeah, visual connection makes sense.

Amy Loewenberg: 14:04

You have such a great range of products. And I was actually surprised at how deep it went. And I would assume that some of those items evolved through your exploration. And I would guess that some items didn't work and you moved away from them.

Unknown: 14:19

Yeah, it's so funny because I'm a very crafty person. I grew up in the Girl Scouts, we tried every single type of crafting under the sun. And I also have a bachelor's in fashion design. So my entire undergrad was pattern making sewing and technical fashion. So I think what that allows me to do is think from a different lens, I already have that sort of product development background in a sense, and because I know how to sew I'm able to do small batch making that would not be feasible financially for other small brands. So everything is handmade, which I think is still very important to the brand. But it does allow me that freedom to test new products and try new things and make them myself. And it's not a huge overhead cost. And I also focus a lot on utilizing certain materials in a multitude of ways, right. So a lot of my gift items are all made from the same materials, which reduces overhead cost, and then can be live in different forms. So wallets, zippered pouches, pencil cases, cosmetic bags, that sort of thing.

Amy Loewenberg: 15:38

I'm digging your tassels, by the way.

Unknown: 15:41

Yes, and gift ribbons, I, I try to think holistically about, you know, what the customer would be interested in. If they're buying my gift drop, like, what else do they need to complete that present? And that's kind of where, when I add additional products to the line, I really think about what's complimentary, not necessarily deducted. So like, if I add something that's completely unrelated, it might take the customer away. But if I add something that's additional, they may purchase all of it, which I think is beneficial. So

Sarah Schwartz: 16:12

yeah, I mean, yeah. And I'd like that that approach is also sustainable. Like it's very, you know, it's very efficient. And looking at your site, I see your, you know, good. artfully designed paper goods for the modern creative. Which sort of brings me to my question. You create product for both the stationary and craft communities, which you do, like, pretty effortlessly, but it is still somewhat rare. I don't I don't see a lot of that. And while they overlap, they're pretty distinct. I tend to think of a craft person as a little different than a than a paper person, but maybe not. And so how does what you're doing for one community inform what you're creating for the other? And do you see these audiences overlap or otherwise interact? I guess I'm curious if there was a Venn diagram, like where, how it, how it works, how you see it, at least.

Unknown: 17:12

Yeah, I think there is some overlap. Within the craft community, I specifically focus on scrapbooking, which tends to be paper lovers in themselves, because it's a very tactile process. And those people also tend to be paper hoarders like the rest of us stationery lovers, which I think is something we all have in common. I see, you know, it kind of developed from my own two loves, I grew up scrapbooking, and it was really a passion points of mine. I think what I love about the overlap of those customers is that it really is that thoughtfulness and that willingness to connect that draws us to cards, or scrapbooking. It's about preserving that, that human story and that human identity and sharing it with others in a way that is meaningful. And when you're looking at scrapbooking products across the industry, there are tons of products, right, but I felt like there wasn't anything with my unique voice in it. And a lot of the storytelling is around milestones that not everyone hits, maybe people don't have kids or they just have cats or you know, there's tons of different walks of life. And so I felt like that customer may have been lacking some products and which is why I decided to develop that.

Sarah Schwartz: 18:35

And your stuff is really, I mean, like it's really you up the style and taste level of like I now again, I'm not super familiar with the scrapbooking market, but I think you really Vegas, personally.

Unknown: 18:51

Thank you, that's very thoughtful. Um, I think when I look at my customer specifically, there isn't a wide overlap, but there is some. So I think what I look at the scrapbooking kits, as is an introduction into the space for people who may not have tried it before. So if they're buying a notebook or a journal, they may also be inclined to try adding papers to it and photos to it and stickers to it. And that's sort of where I think of that. I found a lot of success actually, with the stamps at local markets because I could explain what they were to people who had never seen them before and kind of sell them a starter kit with some inks and blocks that they had never understood how to work and people really resonated with like learning something new and trying something new. And so I think the more that people are introduced to that world and feel comfortable in it, I think they're more inclined to try it. So I think it's about creating that community of understanding and kind of cross pollinating those two communities together with my products. So I think of them as complementary again. So I don't create stationary goods I don't think a scrapbooker would use and I don't really create scrapbooking goods that I couldn't see a stationer. I'd completely agree

Amy Loewenberg: 20:18

with what you're saying, because I wouldn't consider myself a scrapbooker. But I have an appreciation for it. And I love looking at all the accoutrements that one has to use to scrapbook and I've been poring over your site, I love the kits you put together, and I love the programs you have. I'm just, I'm just impressed. How many years have you been in business now,

Unknown: 20:40

it's kind of been an ebb and flow. I started like, lightly selling in person in 2018, I started selling like, digital products 2016 with the, the blog, but that was very minimal, like one or two items. So 2018 was really the start 2019 January, or February was my very first NSS, which was where I really launched, I would say, the brand so

Amy Loewenberg: 21:09

So indeed, you are a newer brand. And you've had a lot happening since but I mean, you sound like a very wise young businesswoman right now.

Sarah Schwartz: 21:20

She knows what she's doing.

Amy Loewenberg: 21:22

She does. Thank you,

Cecily Moore: 21:24

my mother would be proud.

Sarah Schwartz: 21:27

Mom, tell mommy she did a good job. But I you know, I love your I love your sort of like thematic approach to the market. I mean, the family portrait kit, the lake house kit, the Fun House kit, I unfortunately, I'm a little ignorant of the scrapbooking market, I don't know if they're, if the takes such, you know, are such narrative approaches, like pretty customary,

Unknown: 21:53

my kids are a monthly release. And so I think it's important to offer storytelling capabilities that are broad enough and generic enough that you could use at any time of the year, but are also unique enough that it's inspiring you to tell a specific story, right? So if I just did stripes and dots, and it would be beautiful, but it wouldn't really add any value for that person looking to decide what they wanted storyteller. So I think this is a way of kind of steering them thinking, Oh, I could get out and go to a renaissance fair and use this kid and, you know, take my kids to the carnival. And then I have this perfect piece of paper to help storytel bat. But it's also, you know, generic enough that you could use it to tell any number of stories. So I try not to do super seasonal kits, necessarily. But I do try and do somatic kits so that it is beneficial for those looking to tell certain stories. Yeah.

Amy Loewenberg: 22:57

So then let's let's jump into this how how have the events of the past 18 months or so changed the way you see stationary? Like? How do you think the category will continue to evolve in consumer perception? And the and then of course, I also want to know, because I asked very heavy, weighty questions here so to Sarah, how are you going to continue to spread the joy?

Unknown: 23:22

Love that. I think what the last 18 months have unraveled and unearth for most people is how important that human connection is. I think when we were all locked down and isolated. How many people did you hear saying I should send a card to that person? Or oh, I haven't heard from them in a while. And that I think is the catalyst of what stationery especially cards are about right? It's sending love to another human being. You're behind your own four walls of an apartment or a house or whatever that may be. And you're just putting a little push out into the world saying I'm thinking of you right. And so that I think was very much unearthed by the isolation that was caused, obviously, by the pandemic. And then I think another great shift that I've seen happen is the growth of representation and diversity within the market. That has always been of large importance to me, personally, and while I don't feel as a white woman that I should be the only person including representation, obviously like I think it's upon everyone but what I do love to see is that there's a much more gargantuan push within the industry to share those makers that are bipoc and underrepresented and marginalized. So, you know, I try to stay in my own lane as much as possible and then highlight Those makers that I feel are doing a really great job with that work. And then from, you know, a mental health perspective as well, I think what stationery offers is that place for introspection as well. So through journaling, or planning or writing of any kind, I think you're able to take a step back and really process what you're, what you're feeling what you're going through, and then take note of that and inventory of that through through paper goods. So yeah,

Sarah Schwartz: 25:30

I mean, look, you your product does a really, really important service in whether it is the scrapbooking or the stationery, like a great card front helps us articulate whatever it is, we want to say, a great scrapbook kit helps us, you know, express our memory, you know, frame and express our memories. So like you kind of get that you sort of get people over that hump that like creative hump and sort of make them feel like okay, like I can, I can do this, I can experiment, because I can write that I can write that weird card, I can, you know, I can put together a bad page that my family will always have, or you know, whatnot. And that's a that's a really important function to serve, especially today, when people are just so like all over the place.

Unknown: 26:20

Yeah, I think stationery in general makes people feel seen, right? When they walk into a card aisle, or they, you know, shop online, they see a card that makes them laugh themselves, and then they feel understood, and they want to share that understanding with others, right? I think it's all about that connection, and that connective tissue of humanity. In the end,

Amy Loewenberg: 26:43

you do a really great job of that connection, because not only are people drawn to the pattern and the texture and the color that's going to draw them over in any product, it's going to draw somebody over to take a closer look at what it is. But then you also have these very simple, uplifting statements mostly right. I mean, hey, it's hysterical. It's it's the way we're talking. It's the way we're communicating. So you truly have a really lovely bridge between the actual artistic sense, and then the cerebral sense of what you do. And it's not a complicated item, either. So so your parents obviously did well with with you?

Sarah Schwartz: 27:26

Yeah, they get our seal of approval, you can tell that we think they

Amy Loewenberg: 27:29

did well. Gosh, well, listen, before we let you go, I think we need to share with our listeners, how they can find you where they can find you. Anything exciting you want to share before we say goodbye? Well,

Unknown: 27:52

I am always online, you can find my website at the paper curator.com. And I'm on most social media at the paper carried or as well. And I'm excited to be exhibiting at New York now this February. So that's wholesale stop. And if you are a subscriber to HGTV magazine, my wrapping paper was just in this latest December issues. So congratulations.

Amy Loewenberg: 28:20

Oh, yeah. God, I love Oh, what's that, um, cellulose is that the the so one of your wrapping papers is called cellulose. And then your marbling is stunning. People go online and take a look at this. It is freakin stunning.

Sarah Schwartz: 28:37

And I have to say like when I still remember what your booth looks like the first market I saw you at and ate like it really popped, like you just walked up to it. And it was, you know all the patterns to so art artfully arranged. It was so dynamic. And again, it didn't look like any it doesn't look like anybody else. And it's it's, it's just very mesmerizing. And so, so cool and fun. It's a great brand to discover. And to me at least it just sort of like, brings back the excitement of the category and like why I first fell in love with it a long time ago.

Cecily Moore: 29:19

God made me cry. Thank you.

Amy Loewenberg: 29:23

So party at the paper curator booth for sure. Yes. Well, we're excited to see you in February. And Leslie, thank you so much for joining us today. This has been a real pleasure. Thank you so much.

Sarah Schwartz: 29:37

Well, that was fun. Yeah. What a treat to see Cecily in person. It makes me all the more excited to see not just her but all of her amazing products and market very soon.

Amy Loewenberg: 29:49

I know I can't wait and by the way, registration is open for our winter 22 market. So make sure to hit up New York now calm and you will be prompted how To register or just hit me up if you need any help. In the meantime, I'm available as a resource on all things new york now, feel free to connect with me on Instagram, LinkedIn, or just email me at work. I always want to highlight our amazing community on my New York now spotlight podcasts to feature you on my Instagram store tours. And I'm just available to help connect you to new and needed resources and and just answer any of your new york now market or digital market questions. And Sarah, how can we connect with you?

Sarah Schwartz: 30:33

Probably the best place to connect with me the paper nerd is at the paper nerd calm. You can see more fabulous stationary coverage, check out my podcast the paper fold and access stationary trends, our communities award winning design driven trade quarterly as well. It's always a pleasure to learn more about makers and spotlight their work, whether it is in publication, blog, or podcast form. If you want to connect, I'd love to hear from you.

Amy Loewenberg: 31:03

And please don't hesitate to reach out to either of us with comments questions, feedback, suggestions for guests or even just to say hi and introduce yourself. And don't forget New York now is now an online 365 sourcing and connection platform. Make sure to sign up and sign in and definitely connect with us when you do. Thank you again so much and we will talk to you soon. Cheers.