In the age of WhatsApp, writing a letter is the ultimate luxury: how bespoke stationery brands – and even Cartier – are converting Gen Z to greetings cards and pigeon post correspondence
- Bespoke stationery brands like London’s Memo Press, San Francisco’s In Haus Press, LA’s Sugar Paper and Washington DC’s Haute Papier are making personalised notebooks and letterheads cool again
- A favourite of Queen Elizabeth, Smythson has received multiple royal warrants – now the British brand is helping introduce a new generation to the ye old arts of writing a letter by hand
The pen may be mightier than the sword, but in a digital age dominated by WhatsApp messages, iCal and Paperless Post, the idea of owning stationery can seem twee, redundant and outdated. And yet, note cards and letter writing sets seem to be having a renaissance.
Social media has been abuzz with British designer Anya Hindmarch’s recent collaboration with Japanese stationery mecca Itoya, while the growing numbers of bespoke stationery vendors on Etsy are on the rise. Good, old-fashioned letter writing is trending once again as audiences, both young and old, are returning to pen and paper to express their thoughts.
“In a world where digital communication makes staying in touch both incredibly easy but also fleeting and transient, I think putting pen to paper has never felt more romantic or sincere,” says Alice Edwards, founder of British bespoke stationery company Memo Press, one of many new brands that are giving letter writing a makeover. “Taking the time to write a letter or a card is nostalgic and thoughtful, the perfect antidote to disappearing WhatsApp or TikTok messages.”
For years the market has been dominated by heritage houses with an illustrious history and client list to match. Stalwarts include New York-based Mrs John L. Strong, which has been referred to as the unofficial stationer of the social set since the 1920s, having worked with high profile US families like the Rockefellers, Vanderbilts and Kennedys.
Across the pond, British brands such as Mount Street Printers, Aspinal and Smythson – as a favourite of the late Queen Elizabeth, the later has been granted multiple royal warrants – are still popular for bespoke wedding cards, announcements and embossed notecards. Then you have luxury maisons like Cartier that aren’t stationery specialists, but offer select products such as diaries, calendars and cards.
While many of these more established brands focus on classic designs, the newer names are pushing the envelope by turning their focus on small-batch products featuring unique details that set them apart.
“The [established] companies paved the way for brands like mine and are still around today because of their impeccable quality and timeless designs,” explains Treasa Ewing, owner and creative director of San Francisco-based In Haus Press. “We are a much smaller brand focusing on minimalist, understated letterpress printed stationery in a modern palette of black and white.”