INSCRIBE/PAPARTÉ


ERIKA ORIGINALS


T


In a culture that values individuality—a recent study in the online journal PLoS One found that American books published in the past 50 years tend to emphasize “I” before “we”— personalized products are appealing.


And thanks to technology, they’re easier than ever


to make. No one knows that better than Joseph Sieber, president of InScribe, which introduced the world’s fi rst computerized calligraphy system at the National Stationery Show back in 1986. In almost three decades, the company has seen plenty of innovation in the personalization space. “The cost of entry has come down so low,” Sieber says.


“There’s a whole array of technologies that can create great personalization.” There’s also a whole array of products that can be personalized these days, no matter what kind of store you own.


An occasion to remember A line of hand-painted, kiln-fi red Italian earthenware, the pieces from Sasha Nicholas are the kind that commemorate important events — and each has that personal touch, with a painted message from the giver on the back or bottom of the piece.


WHOLESALE BOUTIQUE


“It shows the giver thinks the recipient is unique and special in this world of mass marketing and mass production,” says Cynthia Nouri, founder and designer at Sasha Nicholas. Nouri has always loved tableware, calligraphy and


painting, and she fi nally merged her passions into a business about a year and a half ago. She offers custom designs for those who want it, and most of her standard designs can be personalized with monograms. The feedback so far has been overwhelmingly positive. “People get very emotional when they purchase


the product,” Nouri says. “They’ll put something on it that’s special to them and the person they’re purchasing for.” While Sasha Nicholas can drop-ship the products, they send them back to the retailer unless the purchaser specifi cally asks for them to be shipped elsewhere. “It is best for the retailer if it’s sent to the store,” Nouri says. “It’s another time they’re coming into the store and developing that relationship with the retailer and possibly buying other things.”


GiftShopMag.com Winter 2014 n GIFT SHOP 109


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