July 25, 2005
Sharp cards | A chat with Catherine Breer, co-owner of Annie|Catherine.
By Richard Smart
Founded: November 2004
Employees: Two
Startup costs: $65,000
Revenues, 2005: $182,000
Projected revenues, 2006: $303,000
Contact: 771-7871
4 Milk St., Portland
www.anniecatherine.com
Tell me how you developed your stationery and gift card company.
About three years ago I started designing a calendar as a gift giveaway for my graphic design business, and that grew into doing bigger calendars and some cards. In the meantime Annie [Darling], who is also a graphic designer, had designed a line of her own cards. We got talking a year ago or so about how much we had in common in terms of color and design capability. We were kind of doing the same thing, so we thought, "Why don't we do it together? It will be a lot more fun."
After we started the business we came up with a whole new line that we've done together, and now we produce exquisite stationery and accessories that are for sale primarily in high-end boutique stores, greeting card shops and museum gift shops.
How did you get started as a designer?
I have always wanted to be an artist. I talked to a really close friend of our family who was a successful painter who said, "You should go into commercial art. Don't become a painter, it's too hard a life." So I did. I went into commercial art and was a graphic designer for 18 years.
How did you finance the launch of your business?
Personal funds, pretty much. We also got a small loan from TD Banknorth for more than $10,000. We haven't used the whole thing, but I'm sure we will ˆ maybe before the end of the week.
What kind of marketing have you done?
We went to the national stationery show in New York ˆ that was a huge marketing expense. We also rely on word of mouth. I give stuff to all my friends and they spread the word and sometimes that works, too. I think the more the product is out there, the more people see it.
We also have done a lot of PR because PR is free, sort of, [but] I wouldn't say PR has been too successful. It's been very hard to get into any of the magazines that we felt would be important. We do a really nice little press kit, so it takes time and money to develop the list and package everything. Then you have to make the follow up phone calls. No one wants to talk to you and they get 20 of these [press kits] a day.
What sets you apart from your competitors?
One of the things we talked about very early on is that we want to have relationships with stores. We don't want to just sell to stores and not follow through or follow up. We just had a really great experience with a store that opened in Philadelphia. [Annie] helped them with colors for the walls and she helped them merchandise a little bit. It becomes a symbiotic relationship, and we're developing products based on what people are looking for.
I think our use of color is really different. We have a sort of modern contemporary look, but it's not too out there. It's very accessible. We found at the stationery show, too, that we were one of the only colorful [booths]. Everything was so drab, everything was cool and light pastels, and then we walk down the aisle to our booth and it was color.
Do you get a lot of requests for certain kinds of images on cards?
We've gotten suggestions on things, like that I should paint baby clothes on a laundry line because then we can make baby announcements. Certain people will say, "I wish you did this or that," and our standard line is, "Thank you for your suggestions, we're developing some new things."
Consumers seem to expect Maine gift cards and calendars to stick to the state's stock images. Would you do a lobsters and lighthouses calendar if you got requests for it?
Not a chance. I do paint lighthouses if I'm in the mood. That's the thing, I'm not painting the paintings to make a calendar, I'm painting the paintings I want to make. I don't ever want to feel like I'm dictating what I paint just to put it in a calendar.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to sdonahue@mainebiz.biz.
Employees: Two
Startup costs: $65,000
Revenues, 2005: $182,000
Projected revenues, 2006: $303,000
Contact: 771-7871
4 Milk St., Portland
www.anniecatherine.com
Tell me how you developed your stationery and gift card company.
About three years ago I started designing a calendar as a gift giveaway for my graphic design business, and that grew into doing bigger calendars and some cards. In the meantime Annie [Darling], who is also a graphic designer, had designed a line of her own cards. We got talking a year ago or so about how much we had in common in terms of color and design capability. We were kind of doing the same thing, so we thought, "Why don't we do it together? It will be a lot more fun."
After we started the business we came up with a whole new line that we've done together, and now we produce exquisite stationery and accessories that are for sale primarily in high-end boutique stores, greeting card shops and museum gift shops.
How did you get started as a designer?
I have always wanted to be an artist. I talked to a really close friend of our family who was a successful painter who said, "You should go into commercial art. Don't become a painter, it's too hard a life." So I did. I went into commercial art and was a graphic designer for 18 years.
How did you finance the launch of your business?
Personal funds, pretty much. We also got a small loan from TD Banknorth for more than $10,000. We haven't used the whole thing, but I'm sure we will ˆ maybe before the end of the week.
What kind of marketing have you done?
We went to the national stationery show in New York ˆ that was a huge marketing expense. We also rely on word of mouth. I give stuff to all my friends and they spread the word and sometimes that works, too. I think the more the product is out there, the more people see it.
We also have done a lot of PR because PR is free, sort of, [but] I wouldn't say PR has been too successful. It's been very hard to get into any of the magazines that we felt would be important. We do a really nice little press kit, so it takes time and money to develop the list and package everything. Then you have to make the follow up phone calls. No one wants to talk to you and they get 20 of these [press kits] a day.
What sets you apart from your competitors?
One of the things we talked about very early on is that we want to have relationships with stores. We don't want to just sell to stores and not follow through or follow up. We just had a really great experience with a store that opened in Philadelphia. [Annie] helped them with colors for the walls and she helped them merchandise a little bit. It becomes a symbiotic relationship, and we're developing products based on what people are looking for.
I think our use of color is really different. We have a sort of modern contemporary look, but it's not too out there. It's very accessible. We found at the stationery show, too, that we were one of the only colorful [booths]. Everything was so drab, everything was cool and light pastels, and then we walk down the aisle to our booth and it was color.
Do you get a lot of requests for certain kinds of images on cards?
We've gotten suggestions on things, like that I should paint baby clothes on a laundry line because then we can make baby announcements. Certain people will say, "I wish you did this or that," and our standard line is, "Thank you for your suggestions, we're developing some new things."
Consumers seem to expect Maine gift cards and calendars to stick to the state's stock images. Would you do a lobsters and lighthouses calendar if you got requests for it?
Not a chance. I do paint lighthouses if I'm in the mood. That's the thing, I'm not painting the paintings to make a calendar, I'm painting the paintings I want to make. I don't ever want to feel like I'm dictating what I paint just to put it in a calendar.
New Entrepreneurs profiles young businesses, 6-18 months old. Send your suggestions and contact information to sdonahue@mainebiz.biz.
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