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Much like a union between groom and bride, a perfect partnership was born in April 2010 when entrepreneurs Jane Bensel, owner of The Stationer, a paper and gift store, and Amy Casbarian, owner of the bridal boutique Wedding Belles, united. Together, these dynamic women created Wedding Belles & The Stationer – a cozy stationery shop and bridal boutique located on bustling Magazine Street in New Orleans.

Just as a couple may meet serendipitously, the shop also got its start rather unexpectedly. Casbarian first went to The Stationer in search of wedding invitations for her own upcoming event. Both entrepreneurs clicked as they realized they shared a passion for offering a specialized merchandise assortment in a customer-centric environment.

A few years later, the landlord of Wedding Belles’ original store decided to sell the space and suggested that Wedding Belles “move in” with The Stationer. Today, the two share a 2,200-square-foot space. With such a broad focus, the staff can assist customers with scouting or designing their ideal invitation, locating their dream dress or finding that special gift that is sure to suit the occasion.

“Being in the same space is a mutually beneficial relationship for the customers and for us,” Casbarian said.

Wedding Belles & The Stationer’s expansive windows are always artistically dressed to draw in passersby. Inside, creativity remains at the core of everything – from the carefully curated merchandise selection to the displays exuding a vibrant palette of color.

Fresh floral arrangements entice the sense of smell, while the chic shop also offers bridal gowns, bridesmaid dresses and accessories such as shoes, jewelry accents and veils. White tables are filled with merchandise from boxed social stationery and wedding planning binders to pens, cosmetic bags and personalized cups.

Beyond its ready-to-wear offerings, the shop celebrates design with its custom wedding and party invitations, birth announcements and social stationery. After all, invitations are the preview to any affair, setting its color palette and tone, so creating the ideal invitation is the first task in fashioning a dream event. Shoppers are invited to unwind as they peruse one of many binders filled with fine stationery samples. Customers also find inspiration in a kaleidoscope of colored envelopes and decorative papers on display.

Wedding Belles & The Stationer’s customer has a discerning eye for quality. “Whether she’s a bride or just someone looking for social stationery, our customer definitely has a strong appreciation for classic and traditional style, but loves to incorporate modern touches,” Casbarian said.

The shop’s best sellers include: Russell + Hazel’s organizational binders and notebooks; Nelson & Clyde, the store’s in-house collection of custom stationery; Linnea’s Lights’ hand-poured scented candles; Haute Papier’s letterpressed stationery presented in silk-lined boxes; and Cheree Berry boxed fine papers. Stationery retails between $8 and $45 (for boxed goods) and from $8 to upwards of $100 for gifts.

Business Building
The store’s attentive staff prides itself in customer service and creating an unrivalled experience. Bensel and Casbarian understand that in today’s marketplace, shoppers can go online and buy, so for them, it’s about the experience of coming into the store and shopping. That personal connection is key to building a dedicated clientele, so Bensel and Casbarian greet many customers by name and typically offer them refreshments when they come in.

When creating custom invitations, a dose of personal attention coupled with design expertise is sure to make the customer feel indulged. The shop’s in-house graphic designers work closely with clients to incorporate their taste and style via endless combinations of colors, fonts and liners. Meanwhile, a seating area allows customers to leisurely browse Crane, Smock and other premium designers.

Extra amenities are paramount. “We will stuff and stamp invitations and will even see them to the post office,” Bensel noted.

Naturally, when customers are satisfied with their new treasures, whether it’s an invitation, gift or veil, they’ll return for more. Bensel and Casbarian work hard to foster relationships that flourish beyond the wedding. “It’s wonderful to see brides come back for their baby announcements and party invitations – even social stationery for their children,” concluded Bensel.
Much in the way an art gallery would curate its selection, Bensel and Casbarian carefully assemble the shop’s collection. Bensel attends trade shows and generally selects the stationery designers, while Casbarian pores through fashion magazines and the Internet seeking innovative apparel designs and high-quality fabrics.

Innovative promotional events and marketing tactics lure new customers and keep existing ones engaged. For example, every few months Wedding Belles & The Stationer hosts “Wedding Wednesdays,” which guide brides-to-be through every facet of wedding planning. The store also hosts trunk shows and other special sales in which it often offers customers snacks and a glass of bubbly.
Now that’s a reason to celebrate!

Jane Bensel, left, and Amy Casbarian

Quick Q&A: Jane Bensel
Q. There are some things that are timeless – a little black dress or the perfect martini come to mind. What epitomizes “timeless” for you when it comes to stationery?
A. An ecru card with black ink on a simple, tasteful quality card. That’s a classic whether you’re male or female.

Q. With new stationery designers cropping up daily, how do you recognize the talented entrepreneurs among the hobbyists?
A. I recognize talent when the product doesn’t look trendy, but has an ‘old world’ look that will translate well over the years. I don’t want to invest in something that will go out of style, but I will look into talented entrepreneurs that have a traditional, classic look.

Q. What are your three top-selling vendors?
A. Crane, Smock and Nelson & Clyde.

Q. What have you learned about running a stationery business in the last year that’s surprised you?
A. I’m always surprised when people think that invitations can be done in an hour. I think people are less aware of the process and production of a quality product. Our hand touches every invitation, whether we’re inserting in the liner to the envelopes or adding a touch of metallic paint to an invitation.

Q. If you were a stationery product, what would you be?
A. A unique size, horizontal monarch card with a monogram. It would have edge painting, be engraved and have a lined envelope and engraved return address. It would be written on with a fountain pen and stamped with a unique stamp.

Q. What is the best buy under $50?
A. Nelson & Clyde’s 25-set calling card package. It’s lined and personalized and only $45.

Q. What is the best splurge item?
A. Whether it’s for personal stationery or bridal, everyone should have a luxurious set of stationery. The splurge is in indulging.

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