Features Industry Profiles

November 12, 2013 •
Erin Sage Thomas

Erin Sage Thomas

Between the Sheets Co.

Dallas, Texas

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

I've been a print buyer for more than 14 years, working at large advertising agencies in New York City and Dallas. I quickly realized that I had a great eye for color and wanted to try my hand in design. After getting a bad batch of notecards from an online retailer in 2008, I knew I could break into this market and create affordable but well designed, paper goods.

2. What is your signature style?

I must say that before stripes and dots were cool, I was putting them on the backs of my cards and invitations. I would have to say my favorite is stripes. A nice, thick bold stripe. I'm also a sucker for whimsical patterns.

3. What are your most popular stationery offerings?

Because I am currently offering so many products, it's hard to choose the most popular. Recently, I've had so many custom party invitation orders, which I am LOVING! Designing party details and putting together inspiration boards for my clients has been something I've always done, but since the birth of my newest son, I've found that I am more drawn to parties and celebrations.

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

Between the Sheets Co. is getting a major facelift. I am working on a new logo, new website, new look all together. I really want to make my primary focus on parties —parties of any kind. Kids, wedding and baby showers, holiday. Have a reason to celebrate? I'm your girl to help plan and make your party memorable.

5. What are your top three retail tips for success?

Because I've been in the industry for more than a decade, I know that good customer service is what people are looking for. I always treat people how I'd like to be treated. Second piece of advice: KISS. Keep It Simple and Sassy. Have a product that people want and is different. And lastly, reevaluate your pricing structure at least twice a year. I learned that from attending Stationery Academy (2012 and 2013) and walking through the financial model with my pal, Whitney English. When I first started Between the Sheets Co. in 2008, I was barely breaking even because I was timid to charge “too much.”

75 Applewood Drive, Suite A
P.O. Box 128
Sparta, MI 49345


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