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Return to Virginia Business - October 2001

Minding Your Business
From Martha Stewart to wedding invitations

wmybinvite.jpg (19057 bytes)When Sue Corral moved to Richmond from New York a year and a half ago, she wasn’t sure where she would find a job. A former art director for Martha Stewart’s magazines Living and Weddings, Corral was used to creating and designing, but Richmond doesn’t have any magazines similar to those of Martha Stewart.

Then she realized her hobby — designing wedding invitations for friends — could be parlayed into a lucrative and fun online business. She started Page, an invitation-design business from her home. Page’s Web site, atthepage.com, offers a memorable line of wedding invitations. All cards are printed on the highest quality of paper stock using letterpress printing, one of the oldest forms of printing in which the ink is pressed into the paper, leaving a permanent mark with texture and dimension. Corral uses a printer in Florida who works exclusively with her.

The letterpressed paper, as well as Corral’s unique designs, makes Page’s invitations stand out. While many of the lines that Page offers are comparably priced at around $9 per set, some lines run as high as $18 per set. (A set includes one invitation, envelope and response card with envelope. So the larger the guest list, the pricier the invites.) But as Corral points out, "People who shop on the Internet tend to have smaller weddings."

At this point Corral says that sales are doing well and Page is breaking even. It averages about 25 customers per month and has experienced reasonable, not overwhelming, growth. "It takes time to get our name out there," she says. One way she gets her name out is by advertising through Martha Stewart Weddings, the magazine that launched her career. "Our market reads that magazine and it works. … We’re lucky that magazine exists."

— Leila Marija Ugincius

Return to Virginia Business - October 2001

 

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