NY NOW Podcast

The Paper Plane Cocktail Hour: The Heart and Soul of Honeyberry

• NY NOW • Season 1 • Episode 75

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Just when we need to be reminded to take a moment and maybe a deep breath, Yuko Miki of Honeyberry Studios comes to the rescue with her menagerie of adorable animals and upbeat messaging. She defines loving yourself as an act of resistance, and her offbeat, life-affirming range of stationery and lifestyle merchandise accordingly makes that a reality. Listen in as Yuko shares her experiences that transported her to create Honeyberry and how she incorporates her anti-racism, sustainable values into her work.  All while helping others to embrace the same values in their own lives, one uplifting card at a time!    

RESOURCES   
Guest Websites:   
https://www.instagram.com/honeyberrystudios/   

https://honeyberrystudios.com/

| NY NOW:
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| NY NOW Podcast Page:
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Thank you for podcasting with NY NOW! We look forward to connecting with you across all our platforms and seeing you in person!
Website: nynow.com
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Amy Loewenberg:

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

Sarah Schwartz:

And I am your host Sarah, the paper nerd. You may know me as the founding editor and editor in chief of stationery trends magazine, my site, the paper nerd or possibly my other podcasts, the paper folds. I have been covering the stationery and gift industry since 1997. But Never did I imagined that I'd one day be covering the market here in the virtual space.

Amy Loewenberg:

So throughout 2022, Sara 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:

Cheers, cheers. So I have a question for you, Amy. How was the February New York market? Oh,

Amy Loewenberg:

thank you for asking. It was really great. We were just so excited to be back in person again, continuing to support our industry highlighting our vendors and connecting buyers to the best products across all categories. We actually heard that this market brought unprecedented levels of success with many of our vendors who reported taking record breaking orders. That is

Sarah Schwartz:

so wonderful to hear. And I so enjoyed it my New York City jaunt. For me, it sort of takes several weeks to visually process everything and make sense of it all. So that's just to happen now. I really really adored getting to spend time on the famed New York now show floor and interact with not just product, but the people behind it. There's really no compare and don't get me started on trying to replicate that experience on a screen. I think my favorite new maker find was 20 some design thought founded by Sadie Tepper. Remember you heard that name here. First, I going to see great things from the Chicago house of paper. Really, I just wish some of these cards had been in existence when I was younger. And can I please go back in time to send my 20 Something self her do it for you card.

Amy Loewenberg:

I totally agree. I think Sadie is fantastic and 20 some design, y'all should all check her out. We had such a strong paper presence this market which I was so happy to see. The gift and stationery section was just so heavy with our beloved designers and makers. And we had our stationery incubator, the GCA village

Sarah Schwartz:

and the floor to store exclusive.

Amy Loewenberg:

Yeah, wouldn't experienced that was all good, all good. But I really don't mind sharing that I think I'm still recouping from both working the market and exhibiting at the market. At the same time, I felt a little schizophrenic. But it was really just an honor for me to highlight some of our vendors within the gift and stationery section, I would just love to feature to all of them. But we really did learn a lot from this first time out of the gate experience and, and one of the main comments I don't mind sharing with you is that buyers wanted to place orders right there in the booth. So it really did serve its purpose of exposing brands that the buyer may have missed and subsequently brought them together, which which really was my main focus.

Sarah Schwartz:

So but I really love seeing it. You seem to have your hands in every industry segment. Or as you put together store visits, you put together booths, I guess I'm just waiting for you to start letter pressing your own greeting card range.

Amy Loewenberg:

Well, that may be my next big project. Who knows I may have to reach out to some of our friends who are already well versed in that. Or I may just let the experts be experts. Who knows. But first, let's talk about the podcast episode is we're midway through our beginning year segment where we are still spotlighting our community players in their first act. Why don't you share with our paper playing peeps who our next guest is?

Sarah Schwartz:

I would love to Amy. So today's conversation is with the heart, soul and brain behind Honeyberrie studios. Yuko Miki Honeyberry Studios is a one woman shop where All the art design, marketing and packaging is done by Yuko herself. And just when we need to be reminded to take a moment and maybe a deep breath you go comes to the rescue with her menagerie of adorable animals and upbeat messaging. She defines loving yourself as an act of resistance into her offbeat, life affirming range of stationery and lifestyle merchandise makes that a reality. Yuko believes that art heals and self care is for everyone, that we all deserve beauty and joy in our lives. And so she shares her experiences that transported her to create Honeyberry and how she incorporates her anti racism sustainable values into her work, all the while helping others to embrace the same values in their own lives one uplifting card at a time.

Amy Loewenberg:

That's right, she says that our voices needs and creativity matters. And I say we should get started with this amazing conversation.

Sarah Schwartz:

I think we need to. Hi, you guys, thank you so much for joining us today.

Yuko Miki:

Yeah, thank you for having me. It's, it's an honor to be here.

Sarah Schwartz:

So you come to stationary from a non stationary background, you worked for lifewire, a domestic violence nonprofit for 14 years, you don't have an art background. But you love to doodle and your work has a certain exuberance that is really hard to resist. On your say you discuss how you have incorporated your anti racism values into Honeyberry studios practices, noting that ecological stewardship is anti racism. Can you talk a little bit about the actions you have taken to that end?

Yuko Miki:

Yeah, thank you so much for that question. You know, since I wrote that, on my website, I haven't really revisited that very often. So your question really gave me the pause to reflect on more in my practice, too. So I really appreciate the opportunity. And yeah, I think we all know that, you know, black, brown, and indigenous communities are disproportionately affected by what's happening, like climate change, and, you know, ecological decline. And, you know, as a small business owner, and as a product based business, thinking there are so many things that we can do to minimize harm. And I think when I think about myself as just the one person business, you know, I know that my impact won't be huge than like other, you know, compared to other corporate like big businesses. So I'm not trying to be perfect, or, you know, do like more than what I can handle sustainably. So what I focus on is to really look at, you know, where my products come from, and minimize waste in my process and my work. And so one of the actions that I'm taking is to make sure that when I can produce my products, using recycled materials, I can do that. And also minimizing waste, you know, meaning I saw like most of the products I sell are no cards and greeting cards, which come in clear sleeves, when I sell to the wholesale retailer, customers, but I use compostable sleeves now, and other packaging as well, if I can find compostable materials, I do that and, you know, and I'm also slowly transitioning to that by, you know, I have a lot of backstock of things that I was using before, I don't want to like trash those either. So I think, you know, slow steps, small steps are helpful that, you know, it's something that any of us can do. And knowing that it makes a little bit of a difference. And, yeah, so those are the things I'm doing my business.

Sarah Schwartz:

I mean, I think I think those are all really important. I love to hear that you're doing it, hopefully it will inspire others to as well. But I even think just acknowledging a on your side and just you know, sharing your values, putting them in, you know, putting them not in print, but you know, out there for everyone to see is an important first step. For us all, you know, the more we see this kind of thing, the more everybody starts sort of examining our own approaches

Amy Loewenberg:

100% I agree with you I'm gonna I'm gonna go on what Sarah is sharing with you too. I mean, I think you do a lovely job of speaking your your true values on your site. And, yeah, the repetition in us hearing and reading, and seeing it being practiced is what will continue to amplify this within our own lives. Thank you. Oh my god, you're so welcome. I'm just like, completely taken with your work. What I like is that you are, what you say on your site is that you are not a glass half full kind of person. So art makes you happy. And you do that to fill your glass, right? Yeah, I have to tell you, by the way, flowers make me happy and your work oh, filled with flowers. So you're very happy to, um, you also say that running your own business is the best therapy. So clearly, you actively move in a more in more of a direction that brings you joy. And as a newer business owner, you do everything yourself, just, you create all your art and designs, you package all your products, and you do your own marketing, for sale online, and then to your wholesale retailers around the country, I think you're in like 27 states, and you're in Canada, and Japan, and they're just too many stockists for me to count. And that is just really impressive for a newer business. So you have to share, like, what are some of your secrets around developing and running your business that maybe you can share with some of our newer business owners and listeners, and they can take to heart?

Yuko Miki:

Oh, thank you for your kind words. Yeah, I mean, definitely, it's, you know, it's taken time, I've been doing this kind of, you know, on the side since 2013, I believe. So it really, you know, happened slowly and organically and really trying, you know, trial and error very much. And what I've, you know, realize is, is it's about relationships with customers, and also relationships with your community. And in I love creating relationships and friendships and just connecting with my community on a very personal level. And so, you know, so what that means, you know, what that looks to me is, I guess one of the things I do and I enjoy my business is actually marketing. And, you know, when you hear marketing, like, I think a lot of people are kind of scared of like, oh, I don't want to be like salesy or I don't want to be like doing, you know, like knits, I'm not a marketer. But what I think about is marketing is actually like creating a relationship thing, communicating. So you know, I do an email newsletter, with my retail and wholesale customers. And that's been really fun. For me, it's a fun way, for me, as an introvert, to connect with my community on more of a one on one basis, and I'm happy to share what's going on in my personal life. And I think that's what also a lot of my community members connect with me through is, you know, not only through my art, but also like, knowing who I am as a person is really, I think it resonates with the people I work with. And also specifically, well, okay, not very specifically, also, with my customers, that I try to communicate very clearly and very honestly. So, you know, making sure or making clear expectations of like, what I can do, what I cannot do with my customers is very important. And if I promised something, and if I can't deliver it, I let them know that that's not happening. I apologize. And I tried to make, you know, I tried to fix her big, write the situation as soon as I can. So I think really taking responsibility for my actions, and being transparent about my process and expectations, I think are very helpful too. And being disrespectful to my customers, you know, businesses and their like day to day. So yeah, follow through is very important to me as well. And yeah, what else has helped me grow my business. So when I started selling my art, I was doing a lot of in person market and shows that craft fairs and our shows. I did a lot of them. I did like almost every weekend I was out there selling my stuff. Yeah, that helps a lot to just see my customers reactions in person, like right there for my work, and just kind of getting feedback from them. like, what, you know, what works for them, what doesn't work for them. And that's how I met a lot of my wholesale, like local wholesale customers as well. And yeah, so that was really helpful, which, of course, kind of ended when pandemic happens. But I think it helped that I already had a pretty engaged group of customers online, before the pandemic happened. So I was able to transition into online business model 100%,

Amy Loewenberg:

it sounds like you develop them directly through, you know, being on the ground floor and getting out there and getting yourself exposed to, you know, a whole different group of buyers. And you're right, you know, retailers are shopping those markets left and right to find hidden gems like yourself, Oh, I love it, you know, interesting, because I, you know, I sit on a marketing team too, but I don't consider myself a marketer in, you know, in the clinical sense. But I agree with you, it is all about building that relationship. And nobody wants to have a friend that's not authentic. Right, we, we cut those people out of our lives, you know, it, they don't give us the energy that we need. So transparency, you know, just setting the expectation, such important values and ethics to thread within your marketing, communications. But I want to ask you another question about that. Because I also think for newer business owners, there's that question of how often do I communicate? You know, can you expand on maybe how often you communicate? Or the layers?

Yuko Miki:

Yeah, I think how often is really, it's really up to you. You know, how much time do you have? And like, what do you have to say, right? Like, you don't want to be spammy. We don't want to like, see your email in your inbox every day. And like, Oh, my God Zuko again. So I think, you know, I think what you're communicating is important, either like, your customer wants to, like, get something very, like, they want to see something cute or like they want to feel like cared for or whatever that you're trying to communicate. I think that's important. But for myself, I do it weekly. I used to be very, like strict about, you know, what day and time like, something should go out. And like, same with the social media I used to do daily posting on Instagram and Facebook. Over time, that has changed. And I think during Mimic, especially, I became more relaxed with myself. And I think partly because I just I was exhausted. I'm still exhausted from Yeah, I just think we all are exhausted. So I I try to be gentle with myself. And I don't want to do something just because I feel like I should. You thought I'm my own boss, I can do what I feel is like best when I'm called to do when I when I'm called to do it, and which is a big privilege. And I'm grateful to have that freedom. And, you know, and also realizing that yeah, like consistency is important. And also that's not everything, right? Like one week I send an email on Monday next week. I won't send email till Saturday. That's fine. Nobody's signing. Nobody's complaining. Nobody's not upset about it. Like people are busy. Like, they're not like it's three

Amy Loewenberg:

o'clock on Tuesday. Where's my pose? Yeah.

Yuko Miki:

Yeah, no fee for if you have more important things. So. So yeah, I think it depends. I think, yeah, once a week feels good to me. Just because it's a it's a nice, you know, people hopefully don't forget about me. And yeah, I think it's nice. I used to do a lot more too, but it just got too much. And on social media to I don't I don't do it daily anymore. I just do it when I feel like sharing something. I when I'm inspired to do it maybe three or four days a week or something.

Amy Loewenberg:

Sure. Well, it's a whole nother job.

Sarah Schwartz:

Yeah, yeah. Yeah, I really I agree. I feel like I sort of came out of pandemic or I guess we're not really out with sort of a knowledge I Just so you know, you sort of give yourself permission to not be perfect to not, you know, right. You know, it's one thing to envision something unfolding a certain way. But then there's the reality. And you know, just sort of like leaning into that instead of these sort of, you know, high expectations that often, you know, aren't realistic. But that being said, I signed up for your brighter days, your 100 brighter days on your site. And I mean, I'm loving it, I get an email every day from y'all got a little image to start my day, if it's a busy day. I, you know, and I don't have time to look, it's not the end of the world. I might not see that one. But it is nice to have that kind of consistency. So have you done though? Had you done the 100 days? Like, when did you do them? And when someone signs up, do they just automatically go out?

Yuko Miki:

Yeah, yeah. Thank you. Um, very good points. Thanks for reminding me that, because I created those, you know, in 2020, and I kind of forget about Yes, it is, it still happens. Yeah, so I started drawing. Or, yeah. Okay, I had to think for a little bit. Um, I think I started sending them out. Right. Like, after the pandemic kind of started, like March, like, April, or something like that. 2020. And, you know, and like you said, a knee, like, why when you pointed out that my work is also kind of, like a therapy for me, is, you know, because my art, like, brings me joy as well, that when pandemic started, it was, it was hard, you know, like everyone else. It was just hard, not knowing what's gonna happen, you know, how the things gonna like, unfold and how long it's gonna go. And we were living in a lot of uncertainty and fear. And I, you know, one thing I know, that works for me is to like, look at my work and, like, create something joyful, to uplift, you know, people's lives. And, in going back to that a little bit, I, I have done one 365 Day project before where I drew, it was called the happiness is project where I drew a little illustration about, like, what made me happy that day, every day for third 365 days. So I am also a very disciplined or, like, very structured, it's actually not painful for me to do something every day. I just, I'm not choosing not to right now. But so that's not really painful. And yeah, so in the beginning of pandemic, I want to do something, do something to like, yeah, make things better, make myself feel better. And also, like, from my past experience, from working nonprofit, that helping others or doing something for other people, actually helps me. So that's kind of how I started the 100 Day project for during the pandemic. And it started out as 60 I promised, you know, we'll do 60 days. And when the 60 day nears, like, I'm not well, pandemic wasn't done. I don't know what I was thinking. Like, by 60 days. I'm sure things will be better. Like surprise. No, it's not better. early on.

Sarah Schwartz:

It seems a lot like you know, we thought it was gonna be a couple of weeks at first. Yeah. Right. Probably seemed like super ambitious.

Yuko Miki:

Yeah, sounds like I'm gonna do 60 days and then yeah, 60 days came and went and I decided to extend it 100 saying like, well, the 60s not enough. Well, apparently 100 Wasn't enough either. That was a good number to stop by anyway. Yeah, I wanted to do something to help my you know, my customers and friends. And also in the process helped myself to have something to focus on, you know, something fun and joyful to focus on during those dark days.

Amy Loewenberg:

It I just think it's so delightful when we get to do what we love, and that we love actually makes other people happy as well. I have a little bit of that nonprofit in my background too. So you know I can align with you and how it makes us feel to help other people. But there there are so many different ways that What we do can, you know, impact a person or a group. I just want to get back to your product a little bit just because I'm like sitting here scrolling through your site as we talk. And I just like everything from your greeting cards, like I love, like the barn owl and eat around. Oh my god, I just I love them so much. And you have tea towels and bundles and art prints. And I'm just, you know, I just I can see how your work makes. makes the world a better place. If that doesn't sound a little corny, I'm sorry, but

Yuko Miki:

I love corny.

Amy Loewenberg:

Well, you got it. You know, I also wanted to say what I really enjoy about your work is that, like, especially with a greeting card, we're talking about a small space. And they're a lot of them are very full of illustrations and the the usage of your negative space is very for me, it just it highlights your work so beautifully.

Unknown:

Thank you. You are welcome.

Sarah Schwartz:

Yeah, I really, I really was really taken by your work from the first time I saw it in New York. And it's a real joy. Every time I go on your site, I like I find something new that speaks to me, for anyone listening who's not acquainted with you goes work, like, go to her site and sign up for her 100 days. And if you're not into it, you know, I don't think you won't be but just an email, you're not really committing to, you know, anything. But you would be surprised on days, when you might wake up feeling like you have a lot going on, you might feel a little overwhelmed, you might be in a good mood, you know what, whatever is going on, it's a nice, it is a nice thing to get in your email every day to just sort of like take a moment pause, think so to center yourself. Like to jump right back into it. So that brings us to our last question. We're curious how have the events of the past few years or so changed how you see stationery and even like approach designing greeting cards? How do you think this category and both greeting cards and stationery will continue to evolve in consumer perception?

Yuko Miki:

Yeah, that's a great questions i Yeah, reflected a lot a lot yesterday, it has changed from where I stand. Because of the pandemic, you know, we're going through this, like collective trauma, and, you know, pain and loss. And yet, you know, we can't really like be with other people safely. And that has been really hard. And what I've noticed, you know, for myself, and also for my customers, is that the greeting cards have become even more meaningful tool to not stay connected. And also, like really, like letting people feel like they're seen for the pain that they're going through and losses. And, you know, I moved here from Japan, like, pre internet, so, you know, I will get letters from my friends and family and stuff like that. And I think what, like I and I also started like writing letters to my friends during pandemic. And it's, yeah, it reminds me of that kind of sweetness and also the slowness, and it's a bitter sweet that, you know, like, oh, okay, I can't see you. So I will send you a letter. Yeah, it is. It's kind of sad. And also, like, it's so nice to have something that you know, in your hand, and like, it's really so nice to see people's handwriting. You know, it's kind of like you hearing their voices like in your heart. And, yeah, it's something it's very special. And I think you use it's always been that way and with no, it's the greeting cards and sending letters and stuff. But I think it's kind of got the new meaning. Now, because of the the time that we have been in and yeah, things have changed. And we've all been through a lot. And I think that yeah, just having something tangible is actually really nice in this digital world. And I noticed a lot of my customers by are in are looking for, like friendship and encouragement, kind of messages. And I love making them. I think I used to think that, you know, well, like, I need to make more birthday cards and you know, I need to make more of these things because that's what sells. And that's all it's true. And, and people are also looking for more like, every day thinking about you, you know, I'm grateful for you just kind of letting letting your communities know that like they mean a lot. And yeah, I think that war continue. Yeah,

Sarah Schwartz:

I totally a, if there is, has been one silver lining to both the pandemic and stationary, you know, plays into that. And, you know, it's given us by cause to reflect when I mean, think and reflect a little bit maybe before you write a note and before you like, just dash off a text. I mean, you really are in a situation where you're thinking like, what do you want to say to this person? How do you feel in a way they examine if you're just like, dash know, a text or a quick email, like, Hey, I haven't seen you in a while? Yeah. Um, so these communications, you know, people, I think people do inherently understand that they're a little more meaningful.

Amy Loewenberg:

Agreed. I second what Sarah says, And I, I can, I can see, obviously, I know, Sarah and I are taking notes on some of the things that you've said, and I know that you're, you just said hearing voices, hearing your voice in our hearts is probably one of the most eloquent ways to talk about greeting cards. So please know that I'm going to quote you wildly. And yeah, you know, I think finding those what we call silver linings, you know, you're talking about the glass half full to being full, you actually do sound like a full glass to be. You You are counter balancing and providing and you also said that, you know, you're you have the privilege of doing what you do, when you want to do it. And, and I think that is kind of a full glass mentality. And the last thing I wanted to point out is just what you also said about, like, the friendship and encouragement, you know, we will always have birthdays, those don't go away, you will always need to create those occasions or the work that honors certain occasions, but the silver lining of the friendship and the thinking about you and the encouragement part is getting, you know, a much larger platform. That to me is a silver lining, because that is an every day. It wasn't just your birthday, and I had to you know, throw a stamp on an envelope for you. It said, This made me think of you.

Yuko Miki:

And I'm telling you about it. Yeah, absolutely. And I love making them. So yeah. It's working out pretty well.

Amy Loewenberg:

Well, we agree, don't we, Sarah? Yeah. To me. Well, this has been a really lovely conversation, I want to acknowledge that you're going to be at the New York now show this February in the stationery and gifts section. And we are so excited to have you there. And so if all of our listeners can just make it a point to stop by you guys booth you will be able to see live and in person and see touch and feel all the beautiful work that we're talking about it on. So I'm truly excited. And what are some other ways that our community can reach out to you?

Yuko Miki:

Yeah, definitely. Um, I am on Instagram, and Facebook at Honeyberry studios all in one word. And in like Sarah said, I have a very vibrant email communication for my people. My website Honeyberry studios calm that anybody can sign up for and it's free. And yeah, those places a great place to connect with me.

Amy Loewenberg:

Fantastic. Fantastic. Well, I guess with that, we will just say thank you so much for joining us today on the paper playing cocktail hour. This has been truly enjoyable. And it's been a pleasure to meet you. Oh, thank

Yuko Miki:

you. It was so nice to meet you too. And thanks for having me. It was so much fun.

Sarah Schwartz:

Thank you. Thank you. Well, that was fun. You go is so insightful. And as I mentioned in her interview, I love her product but I also love the joy and calm her work brings I encourage anyone listening to sign up for her 100 brighter days emails, they really put a nice spring in your step every morning. Frankly, I'm going to be a little sad when my 100 days are up.

Amy Loewenberg:

Agreed. I think you go has a wonderful ability to help us weave in positive language and just reinforce affirming and meaningful messaging.

Sarah Schwartz:

I mean, I can't think of a better time in history that we can all use that. So until our next conversation, Amy, where can our listeners find you?

Amy Loewenberg:

So you can always connect with me on Instagram LinkedIn or email me at work? I always want to highlight our amazing community on my New York now spotlight podcasts and feature you on my Instagram store tours. I'm available to help connect you to new and needed resources and answer any of your new york now SF now really some of our markets just across emerald, and especially our digital market questions. And how can we connect with you sir?

Sarah Schwartz:

Probably the best way place to connect with me the paper nerd is at the paper nerd calm. You can see more fabulous stationery coverage check out my podcast, the paper folds and access stationery trends, the industry's 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:

So please don't hesitate to reach out to either of us with comments questions, feedback suggestions, or guests are just to pop in and say hi and introduce yourself. 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. Thank you so much and we will talk with you soon. Cheers.