Introducing Wink Wink Paper Co.: The Stationery Line Formerly Known as The Shop by HMC
Surprise!!! We went a pulled a Prince on you overnight! I'm pretty excited to be reintroducing my stationery line to you as Wink Wink Paper Co.!
So, what's in a name? A lot, it would appear, and there are a few reasons behind our new identity. Let me walk you through a conversation that was happening a little too often:
Holley walks in to [party / networking event / maker fair] and meets Stranger Jen.
Stranger Jen: It's nice to meet you! What do you do?
Holley: I'm a songwriter, and I also have a stationery line! We make funny little greeting cards and art prints, and I weave tapestries... It's fun! You should check it out.
Stranger Jen: Cool!! What's it called?
Holley: The Shop by H. Maher Creative.
Stranger Jen's expression is all question marks.
Holley: Well, that's my name, you see. My last name is "Maher." And when the business used to be a freelance business, it was called "H. Maher Creative." When I started my stationery line, I just called it "The Shop by H. Maher Creative."
Stranger Jen: Oh, ok. Nice. So, maybe I'll stop by the shop sometime!
Holley: Well, you see... We're not actually a "brink and mortar" shop... I mean, we have a workshop, but I'm not there all the time, so you could stop by, but you'd have to make an appointment......
Stranger Jen is confused, leaves the conversation, forgets my last name, and is unable to find The Shop on the internet later because that name just didn't do it for her.
See what I'm saying? That's not a fun conversation, and I was having it every single time I talked about my business.
When I first transitioned from freelance into stationery, tacking "The Shop" on to the front end of my freelance company's existing name, "H. Maher Creative," made a lot of sense. I'd built a strong brand under that name. People who knew the freelance business would recognize it and put two and two together to realize that I was the designer behind it. People who knew my music but didn't know my design would recognize it, as well. It seemed like a great plan!
What I didn't think about was the people who didn't know us yet, and those people were pretty darn important! Of course, those of you who follow the business now are amazing and the reason why we're here at all! But, if we want to grow, we have to think about new eyes, and making it easier for them to find us. Not only was our old name hard to remember (especially if you don't know my name), but it implied that we had a physical "shop," which we don't, so we had lots of people showing up hoping to buy cards in person only to find that I wasn't in the workshop that day. What a bummer for us both!!
Sometimes you have to be willing to throw Plan A out the window. As my mom used to say, if one person tells you you have a purple tail, laugh it off. If 5 people tell you you have a purple tail, turn around and look. A bunch of new friends were telling us (through their confused looks and questions) that we had a big ole purple tail, so we got rid of it!
We're so excited about our new name! It's memorable, it's sweet, it tells you right in the name that we make paper, and it hints a bit at our sometimes-a-bit-cheeky sense of humor. We're totally smitten, and we hope you love it, too!
Let us know what you think in the comments!