From lawyer to graphic design, this maker is as multi-talented as they come.
BPML: Introduce yourself. EP: Hi - I’m Kalyn Johnson Chandler and among other things, I’m the founder and creative director of Effie’s Paper :: Stationery&Whatnot. People often ask, ”Who is Kalyn?” because my name is not associated with my company. So, let me tell you a little bit about myself. I’m a lawyer turned fashion stylist turned stationer/graphic designer (and sous chef to my husband when he lets me in the kitchen!). My weaknesses are diamonds, pretty stationery, Hermes scarves, sequins, french fries and metallics. I love a little touch of glam! And, I love to laugh (little secret-everyone looks better when they smile). Oh, and I’m a co-author of The BAP HANDBOOK – The Official Guide to the Black American Princess. I believe in having stylish stationery to pen thank you notes, love notes and just because notes to friends and family.
Who’s Effie? Effie was my maternal grandmother who believed a lady should have the perfect shade of red lipstick, write a wicked thank you note and always carry a hanky in her pocketbook.
BPML: When did you get into design? EP: I’ve always loved design and aesthetics, but I didn’t formally get into design until about 6 years ago.
BPML: Did you attend school for design (if so, where?) or are you self-taught? EP: No, I didn’t go to design school. I am a lawyer by training. I am a self-taught graphic designer. I’ve logged many hours with my favorite teacher - YOUTUBE! Ha ha.
BPML: When did you decide to jump into the pin game and why? EP: I “jumped” into the pin game in January of this year because I love lapel pins and my research told me that my customers do too. Pins and patches are HOT right now; I’m delighted by the warm reception I’ve received from the pin community.
BPML: What’s the story behind your brand name? EP: My grandmother and company namesake, Mrs. Effie Hayes, worked for Mitchell Greeting Card Company when I was a kid … My grandmother is the one who fostered my love of stationery; I loved paper products since I was a little girl. When I had my AH-HAH moment, the name Effie’s Paper just came to me. My grandmother was a very determined and stylish lady; from her I learned tenacity, how to mix high and low style, grace under pressure and the importance of sending handwritten notes!
BPML: Where do you find inspiration for the pins you create? EP: All of my products are a reflection of my eclectic influences from growing up in Bloomfield Hills, Michigan to life in the Big Apple to my adventures around the globe. The same thing holds true for our pin designs.
BPML: Tell me more about some of the pins you’ve created. EP: Well, I’m a proud feminist and NASTY WOMAN. I’m addicted to lattes and believe in slaying every day! And, let’s be honest - it’s truly all about Black Girl Magic. I celebrate Black Girl Magic every day and encourage others to do the same. Look at Serena Williams - we now know that she was 20 weeks pregnant when she won the Australian Open in single sets. Black Girl Magic.
BPML: Favorite pin you’ve made to date and why? EP: Hmm … that’s tough, since each of the pins in our pin collection have special meaning to me. If forced to choose though, I’d say our Black Girl Magic pin is my favorite one.
BPML: What are the goals for your brand this year? EP: For 2017 I’m all about focusing on continuing to scale Effie’s Paper. So, this means focusing on growing our email lists and social media followings, ramping up our wholesale business and strategically adding products to our collection that make sense for our target audience.
BPML: What motivates you? EP: My nieces range in age from 10 to 18 and are all smart and talented. Growing up in the age of social media is very different from when I was a teen, today if you’re not careful both your online and offline behavior can have long lasting repercussions in a way that just wasn’t possible when I was 16. Since social media is now a fact of life, particularly for business owners, and I live my life online - my shop, my newsletter, my products, my social media feeds - I’m inspired by my nieces to post responsibly and create content and products that will appeal to them and inspire them to be all that they can be.
BPML: Are you looking to collaborate with other pin makers? If so, who? EP: Yes, I’d love too! I’m a huge fan of Gia Graham’s work at Shop Betsy White and would love to collaborate with her one day.
BPML: What would you say to someone wanting to step into the pin game? EP: Go for it! There are a lot of players in the marketplace, so do your research and figure out what will distinguish your products from those that are already out there. Identifying your target audience up front – know who she is, what she buys and why – will save you a lot of time and energy.
