How This Journey Began

Letter Parade back in 2011 Top to bottom: Thank You cards; Sad Queen Postcard Series; Etched Cards now called 'Island Paper' Collection

Letter Parade back in 2011
Top to bottom: Thank You cards; Sad Queen Postcard Series; Etched Cards now called 'Island Paper' Collection

The year was 2009 and I'd only been in America for six months when I was tasked (as my first project) to design these mini business card sized jewelry packaging using the royalty-pin-up illustrations we had acquired at my first job as a Marketing Graphics Specialist for a vintage-inspired fashion retailer, Varga . I was free to experiment designing around these pin-ups, little did I know that these twelve little cards would set me off the direction I'm now in today.

My bosses loved the mini cards and even picked three designs below for me to develop and use into several other retail design projects. You can find more of them here.

I really loved seeing my designs on print that I've decided to stick to the medium. During the same year, I developed my own greeting cards and postcards collection and sold them on Etsy under the shop name GKkards. My love for letter writing and keeping close correspondence with several friends around the globe really reinforced my love for mail-related fancies.

GKkards logo designed by me.

GKkards logo designed by me.

The cards I sold on Etsy as GKkards.

The cards I sold on Etsy as GKkards.

Not a single card sold on my Etsy shop so that I had to take a step back and see where I fell flat. There's been a ton of refining since then which I've come to accept will always be constant with running a business. I made a drastic change of name because GKkards didn't really have that punch to it. I also overhauled my card designs and really spent a chunk of time making the photos of my products inviting. After all, this was the only way a buyer could see my goods online.

New logo and Etsy banner - December 2010

New logo and Etsy banner - December 2010

Updated logo 2013

Updated logo 2013

I've never been one to shy away from change. When I moved out of my home country, The Philippines late in 2008 for the first time to join my fiance (now husband) Dan, I had taken on quite an undertaking - a new country, new culture, relatively new tongue, marriage and not having family and friends nearby - all at once.

While I sold quite a few of my stationery on Etsy under Letter Parade, it quickly became clear to me that a $4 - $5 card sold here and there wasn't going to make me quit my day job. So once again, I went back to the drawing board and poured over how I can make the switch to wholesale.

Once again, I couldn't settle with the current logo. I wanted something more upscale yet simple and memorable. I took the inspiration for my now logo from postage stamps. Hence born the new logo:

Designed in March 2014

Designed in March 2014

Here finally is something I can build my wholesale stationery business around and I've come to the point where take off is imminent but the real work has only just begun. What happens between now and then? I can only anticipate with much excitement.

I hope you join me in this journey, even by the wayside. And if my own inspires you to start with yours, then by all means I will have succeeded rather victoriously in life.
 

Love & Letters,

cindy@letterparade.com