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The more rare something is, the more precious it tends to be. For many, digital communications has similarly elevated the humble handwritten letter. Elements like the accidental smudge of actual ink, the sentiment that’s superbly stated in a way a text simply cannot be, the postmark showing an epistle’s path — these details simply cannot be replicated online.

“To my absolute delight, I do think letter writing is starting to grow in popularity,” enthused Donovan Beeson of 16 Sparrows, a paper line, and the Letter Writers Alliance (16sparrows.com/LWA/), an organization of more than 3,400 members devoted to keeping the art of letter writing alive. “It has a lot to do with returning to the love of the tangible object in our increasingly intangible world. Plus, there is the introductory crowd. A surprising number of young people (and by young, I mean college-age) come to our alliance having never sent anything via mail. They are instantly enraptured by the process, as everyone should be. All it takes is one letter. ‘You have to send a letter to get a letter’ is one of our mottos. We’re beginning to return the magic to the mundane world.”

To spread the words, the alliance holds letter socials, free events with the camaraderie of a quilting bee. “With these gatherings we turn the solitary action of letter writing into a social event,” Beeson described. “We supply typewriters and stationery — they come armed with their address books. (Co-founder) Kathy (Zadrozny) and I are on hand to answer basic questions, perform emergency typewriter maintenance and write letters of our own.”

Retailers can easily get involved, she continued. “We’ve had shops donate supplies directly to us, and we make their patronage known to the attendees. Stores could also host their own socials. There are tips on how to do so on our website (and) they could also contact us about having the alliance host a social with them.”

Custom Perks

If you’re not ready for an event, you can still promote writing papers as something to covet. One way to do so is via the ultra-trendy, one-of-a-kind route. The personalized stationery category is growing, noted Amy Graham Stigler, creative director of Smock and owner of Monograham, a physical store in Delafield, Wis. — but only if you approach it thoughtfully.

“We have a dedicated room to our customizable products. It’s really a perfect space to sit with a client and walk them through the myriad options (of) a custom social stationery set. We see our clients committing to (it) more and more — women and men. I think if you have a lovely box of personalized stationery you write more. And it makes a very thoughtful gift.”

Personalization exudes as much personality as handwriting, added Kim Burks, owner of Paper Lovely. “Sharing a handwritten note on a piece of stationery that expresses your individual style only adds to the uniqueness of the note. It is almost (an) extension of yourself that you send to the recipient.”

Pens, too, can be very personal, observed Jac Zagoory of Jac Zagoory Designs: “There is a proliferation of pens that house USB ports, bottle openers, tools and other useful gadgets. This is actually a revival of collector’s pens from the first quarter of the 20th century. Ebonite, celluloid and metal ‘pens’ would house thermometers for doctors, guns for secret agents and pills or paraphernalia for ‘medicinal purposes.’ I have been involved in projects to produce pens that would house diabetes testers and rolls of paper. We still sell the curious scroll pen with two feet of replaceable paper.”

Fig. 2 Design Studio

The Selling Stage

Of critical importance is making sure you sell tools to cater to this crowd, Beeson recommended. “The longer letter writer faces a challenge, as often the market is more focused on the greeting card and notecard area. I visit many stationery stores and I know of only one that regularly stocks larger sized papers in impeccable quality that are perfect for letter writing.”

Remember that this audience is drawn to irregularities and the traces of the hands that made the product, underlined Kate Woodrow, senior editor, Chronicle Books. “People who appreciate paper and the art of correspondence seek out stationery that was obviously made by an artist, whether that’s the rough-hewn inky quality of a screen print, a hand-tied bow of baker’s twine on a stationery set or a local artist’s imprint.”

Product knowledge is also key, Beeson emphasized: “There’s nothing worse than finding something beautiful and having no one around to give you information on it. Is this good for a fountain pen? Will it go through my laser printer? Who is the artist? If I want an anonymous environment, I’ll shop online. I’ve come to your store for a different experience and I really want it to be a mutually beneficial one.”

Creative merchandising can add excitement and allure, Woodrow explained: “We love to see (our stationery) merchandized with gifts beyond desk and writing accessories. Because our stationery is so art-driven, the images on our packages can help a store define a story, like merchandising our Polaroid Notes on a table of camera accessories. That statement will call out to a camera-loving consumer from across the room.”

Have fun with combining product categories, Stigler suggested: “I love pairing items with like colors or moods or combining different product categories in a way that speaks to my aesthetic preferences or point of view. I might pair a pretty box of lettersheets with a scented candle, a tin of tea and nice pen. Of course you want the vignette to look cohesive but you also want it to evoke how (they) might be used.”

Living vignettes can also bring everything alive, Burks commented: “With stationery sets, it’s fun to see them more casual, such as resting on top of a desk or peeking out of a desk drawer. I think this helps to exude more of a cozy feeling to the potential buyer and may inspire them to write a note!”

— By Sarah Schwartz, editor