Features Industry Profiles

March 10, 2014 •
Dani Kreeft

Dani Kreeft

dani press

Toronto, Ontario

1. When and how did you start working in this business? 

I started the dani press rough draft in November of 2009 and officially launched in February of 2010. The minute I started putting photography and words together was the same minute I entered this business, eager and ready to get my story out there, but it was and still is a tremendous amount of trial and error. I started from square one learning everything from printing processes to business taxes, marketing to product development and am still trying to wrangle my mind around it all!

2. What is your signature style?

Muted, soft colors paired with imperfect, relatable travel photography and witty, simple text. My line looks ripped out of an old road trip photo album, while the quick sentiments instantly pull you in to make you laugh, make you cry or make you want to keep them to hang on your walls. (It's true! I went to a house party once and they were framed in the bathroom.)

3. What are your most popular stationery offerings?

My “born” birthday card from Vancouver, the “brave” card from Panama and the “never” card from Mozambique are definitely the top three. I can’t tell you how many people have bought the “brave” or “never” card for a sister moving, a mother going through chemotherapy or a friend going through a divorce. I’ve had people start crying when they pick either one up, as it really speaks into their lives.

4. Please share the direction your line will be taking.

Expect more photography from the east coast, but I also want to get more into the writing side. I have so many words and sentences and expressions swirling around in my head and I can see them on chipboard flat notes. I’d like to keep my base in photography, but expand into other styles and variations of saying incredible things, especially if a guy can pick it up and buy it. Let’s hear it for making more products that are dude-friendly! 

5. What are your top three tips for success?

1. To try and look like you know what you’re doing at any given moment takes a lot of opportunity and growth off the table. Don’t be afraid to show up with a blank piece of paper and seek knowledge from pioneers in the field and successful, business-savvy entrepreneurs. Always be humble and in a ready and eager position to learn.

2. The surest way to personally and professionally fail is to trace the outlines of someone else’s life and attempt to imitate it. Tell your story. It’s significant and interesting and meaningful because it’s yours.

3. Push past the urge to give up or go to bed or toss in the towel. When everyone else drops rank, you will still be standing because you know why your work matters and because you’ve pushed yourself through the thickness that keeps most people out of doing truly great things.

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