In the age of WhatsApp, writing a letter is the ultimate luxury: how bespoke stationery brands – and even Cartier – are converting Gen Z to greetings cards and pigeon post correspondence
The pen may be mightier than the sword, but in a digital age dominated by WhatsApp messages, iCal and Paperless Post, the idea of owning stationery can seem twee, redundant and outdated. And yet, note cards and letter writing sets seem to be having a renaissance.
Social media has been abuzz with British designer Anya Hindmarch’s recent collaboration with Japanese stationery mecca Itoya, while the growing numbers of bespoke stationery vendors on Etsy are on the rise. Good, old-fashioned letter writing is trending once again as audiences, both young and old, are returning to pen and paper to express their thoughts.
“In a world where digital communication makes staying in touch both incredibly easy but also fleeting and transient, I think putting pen to paper has never felt more romantic or sincere,” says Alice Edwards, founder of British bespoke stationery company Memo Press, one of many new brands that are giving letter writing a makeover. “Taking the time to write a letter or a card is nostalgic and thoughtful, the perfect antidote to disappearing WhatsApp or TikTok messages.”
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For years the market has been dominated by heritage houses with an illustrious history and client list to match. Stalwarts include New York-based Mrs John L. Strong, which has been referred to as the unofficial stationer of the social set since the 1920s, having worked with high profile US families like the Rockefellers, Vanderbilts and Kennedys.
Across the pond, British brands such as Mount Street Printers, Aspinal and Smythson – as a favourite of the late Queen Elizabeth, the later has been granted multiple royal warrants – are still popular for bespoke wedding cards, announcements and embossed notecards. Then you have luxury maisons like Cartier that aren’t stationery specialists, but offer select products such as diaries, calendars and cards.
While many of these more established brands focus on classic designs, the newer names are pushing the envelope by turning their focus on small-batch products featuring unique details that set them apart.
“The [established] companies paved the way for brands like mine and are still around today because of their impeccable quality and timeless designs,” explains Treasa Ewing, owner and creative director of San Francisco-based In Haus Press. “We are a much smaller brand focusing on minimalist, understated letterpress printed stationery in a modern palette of black and white.”
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At In Haus, Ewing takes customisation to the next level by tailoring typography to reflect the client’s personality, developing specific lettering based on their individual style, whether it’s timeless and traditional, edgy and fun, or clean and minimal. The resulting fonts look as though they belong on the pages of high-end art or fashion magazines (her clients happen to include multiple fashion companies). She then designs her own printing plates that are used on three, century-old antique printing presses. For an artisanal touch, the paper is hand-fed into the machines during printing.
Hand craftsmanship is also what sets apart Memo Press. Buyers can opt for cards or letter paper featuring their name, initials or address handwritten in Edwards’ unique calligraphy. They then choose the colour of the ink, which is available in a contemporary palette that includes shades like nubuck, shell or olive. Edwards’ own delicate watercolour motifs and hand-drawn sketches are also printed on items like gift wrap.
“I love that so much of what we make is done by hand. We only rely on tech to translate my illustrations to the actual printing press,” she says.
On the other end of the spectrum are brands offering designs that are more fashion-forward, with playful elements that appeal to Gen Z customers. Among them are Los Angeles-based Sugar Paper, a favourite of celebrities like Gwyneth Paltrow. Some of its custom designs feature statement details like hand-painted gold borders and envelope liners printed with polka dots and other bold patterns. Oprah Winfrey-endorsed Haute Papier offers textured papers accented with statement-making animal and geode print designs, plus details like hand-painted liners.
As many of these brands are looking to appeal to a younger audience, sustainability is also a core part of their business. It’s not uncommon for them to use only eco-friendly inks such as algae ink or cotton fibres recovered from the cotton ginning and cottonseed oil industries. American brand Katie Leamon even uses papers made from recycled coffee cups.
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With many elements of the production process done by hand, quantities limited, and uniquely personal customisation, humble stationery has been officially elevated to the very definition of luxury.
5 tips on how to personalise your correspondence
1. Experiment with unexpected colour combinations
2. Use an embossing tool to add unexpected texture and visual interest to your stationery
3. Use a wax seal as a closure on envelopes. Ewing suggests affixing a pressed flower with the seal to create a personal touch
4. Add a spritz of your favourite perfume or cologne to the paper and envelope
5. Cross out your printed named with a pen stroke – it indicates that the note is more personal and informal
- Bespoke stationery brands like London’s Memo Press, San Francisco’s In Haus Press, LA’s Sugar Paper and Washington DC’s Haute Papier are making personalised notebooks and letterheads cool again
- A favourite of Queen Elizabeth, Smythson has received multiple royal warrants – now the British brand is helping introduce a new generation to the ye old arts of writing a letter by hand