August 6, 2015 • Sam Ujvary
Industry Profile: Shayna Norwood, Steel Petal Press

Shayna Norwood

Steel Petal Press, owner

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

In 2008, while I was still in school earning my MFA, I started designing and printing letterpress greeting cards for my own personal use to send to friends who lived all around the country. I started selling the cards in stores, and I worked on Steel Petal Press on the side for several years. The business grew from there, and I have been doing this full time since 2011.

  1. What is your signature style?

My style has evolved over the years. Currently my cards feature clean designs with a focus on typography, expressing sincere and humorous sentiments.

  1. What are your most popular stationery offerings?

My greeting cards are my bread and butter, and the “Holy Shit” card line has been the star of the show for over two years now.

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

I want to add more home goods into the mix. I just debuted a line of shot glasses at NSS 2015 and I have added typographic mugs over the last year. I am also looking into adding other stationery and lifestyle items like DIY kits and giftwrap, keeping in the same clean typography-based style.

  1. What are your top three tips for success?

Persistence: Don’t let rejection get you down.

Passion: You have to love what you do, and it will show in your work. If you don’t, you’re in the wrong industry.

Be Nice: Your business is not built alone. It is built on the support of customers who buy your products, and keep coming back. (This is also a good life rule).

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