YOU’VE GOT MAIL: Papyrus, the premium stationery and greeting card company, is deepening its relationship with the fashion industry. The company has launched a fashion designer collaboration series, kicking off with Lela Rose and Zang Toi. The custom card lines will hit Papyrus stores and select retail stores the week of Sept. 5, to tie in with New York Fashion Week, and are being sold online at papyrusonline.com.
The highly innovative designs feature such materials as beading, lace, gems, fabric and feathers, reflecting the designer’s individual style. As a result, the retail pricing structure skews higher than the company’s average pricing.
Lela Rose’s counter cards retail from $7.95 to $9.95. Boxed notes are $19.95. The line includes birthday, blank, wedding and friendship cards, a set of thank you notes, a blank set and two gift bags, tissue paper and gift tags. Zang Toi’s counter cards retail from $8.95 to $12.95, and boxed notes retail for $19.95. The offering includes birthday, blank, wedding, and thank you cards, and two boxed notes of thank you and blank cards.
“Papyrus has had a long-standing relationship with the fashion industry — specifically through our partnership with IMG and New York Fashion Week: The Shows. When we were introduced to both the Zang Toi and Lela Rose groups, we felt an enthusiasm for the Papyrus brand and we shared a core passion and excitement for details, embellishments and treatments,” said Diana Ruhl, senior vice president of creative and brand. “Both collections incorporate the designers’ unique sense of style stemming from their iconic runway designs. The designers’ intricate and stunning sketches and designs seamlessly translated to custom handcrafted card collections with Papyrus,” she said. Ruhl added that it was too soon to reveal which designers are up next.