Ex-Paperchase pals unplug and unwind with card and stationery brand launch
Knowing what retailers and customers are looking for is always an advantage for a publisher so former Paperchase colleagues turned business partners Clare Morant and Kitty Chan are definitely ahead.
They’ve just launched greetings and stationery brand In Real Life, and the website went live this week, using all their retail knowledge – with the added help from six ex-Paperchase pals on the design front!
Having unveiled In Real Life’s offer to the trade for the first time at Top Drawer in London last week, the name is key to the ethos of giving people break from the digital clutter, “a chance to pause, reflect, and focus on what truly matters,” managing director Clare explained.
“Whether you’re writing down your thoughts or sketching new ideas, we believe in the value of embracing those analogue moments. We invite you to unplug, unwind and find a more organised and balanced life, one page at a time.”
And she admits their former lives have played a big part in their new life at In Real Life: “As former buyers in the industry, we bring valuable insight into what product formats resonate with customers, the price points customers expect for paper products, the ideal factories to collaborate with, and how to innovate around customer needs while prioritising sustainability.
“We also have a deep understanding of how to collaborate effectively with buyers, being well acquainted with their targets and buying cycles. We recognise the importance of introducing new products to their ranges and are mindful of the timelines required to present our collections.
“Our goal is to simplify the process for retailers by prioritising clear communication and ensuring we have strong, productive working relationships.”
Clare and Kitty’s journey began with a shared passion for design and stationery where they spent over two decades crafting innovative products for Paperchase and other leading companies.
Following the sad demise of the much-loved retailer, Clare moved to become buying manager at WHSmith’s Curi.o.city retail brand while Kitty became a WHS buyer, and they have now moved on by taking the leap to launch their own brand with the support of many of the former Paperchase design team, with whom they have closely collaborated, and are focusing on creating design-led, innovative stationery and greeting cards.
And their experience is already paying dividends as their Colourology planners and Luminary notebook collection are both debuting in Waterstones at the beginning of October – not a bad start for a completely new brand!
The colourful Colourology daily and weekly planners has been “created to capture personalities in every shade and evoke your expression”, and it “delves into the intricate relationship between colour and emotion, exploring how different hues can influence mood and wellbeing”.
These are the first of their stationery ranges with Expressions and Petalscape to land in the spring, and director Kitty said: “Clare and I are excited and proud to announce the launch of our new brand. We’ve turned our passion for beautifully-designed stationery and cards into reality. After months of hard work and planning, we can’t wait to share this journey with you all.”
Clare added: “At the heart of everything we do is design-driven innovation. We’re dedicated to delivering high-quality, functional designs that meet real-life needs, striking the perfect balance between style and practicality.
“With our extensive experience in the market, working alongside top manufacturers and designers, allows us to continuously innovate to meet customer needs and deliver products that we feel truly delight.”
Alongside the stationery, Clare said they have launched 12 card collections in collaboration with former Paperchase designers Laura Girling, Jessica Holt, Emily Hopgood, Laura Bertinelli and Jessica Eyre, and each collection reflects current trends with their own unique style. Also on board is David Howard who was senior brand content manager at the retailer.
As the website went live this week, Clare said: “The Colourology planners were a big hit at the show Stationery is showing as out of stock as this has all been pre-reserved! We’ll have limited stock from November with more coming in the new year.”
