The Ultimate Guide to Start a Wedding Invitation Business
You’re ready to pop the champagne bottles, cue the confetti, and finally launch your own wedding stationery business…
But, how exactly do you get started? What’s the first step to start a wedding invitation business anyway? And, what should you focus on first when it seems like everything is a priority?
Launching a wedding stationery business can be exciting and overwhelming, but with the right strategies and tools, you can turn your dream into a reality.
(And yeah, I know “dream to reality” kinda sounds like a refrigerator magnet, but I’m gonna go with it anyway!)
Building a successful wedding stationery business has been one of the most fulfilling and rewarding things I’ve ever done. It’s offered me so much freedom and flexibility as a mom and business owner.
So, after you’ve nailed down your business name, let’s get you one step closer to building your dream career (and life!).
In this step-by-step guide, I’ll show you how to go from concept to creation, so you can start a successful wedding stationery business.
Step 1: Identify Your Ideal Client
Three of the most beneficial things you can do to start your wedding stationery business is discover your area of expertise, identify your ideal client, and differentiate yourself from your competitors.
I. YOUR AREA OF EXPERTISE
Are you drawn to classic and elegant designs or do you prefer whimsical and romantic styles? Do you have a knack for calligraphy or illustration? Consider these things when it comes to identifying your area of expertise. What are you the best at? Once you’ve nailed down what you’re the best at, the next step is to focus on your ideal client.
The goal here is to merge your area of expertise to create stationery that your ideal client actually wants.
II. YOUR IDEAL CLIENT
When I first began as a stationery designer, I just made a bunch of pretty designs that I thought would sell. And, while it’s certainly a good idea to experiment creatively and get to know your strengths as a designer, this strategy doesn’t move the needle.
You can have the best invitation design in the world (in your opinion), but if no one else likes it–it’ll be hard to sell.
“Don't find customers for your products. Find products for your customers.” – Seth Godin
I love this quote from Seth Godin because it really put everything into perspective for me as a business owner. Once I nailed down who my ideal client was, it was so much easier to create products that attracted people just like them. And in turn, that made it so much easier to expand my reach and generate a more consistent revenue stream.
Find a real person to help develop your ideal client profile. Learn more about their interests, wedding themes, and design preferences. Consider reaching out to engaged couples or newlyweds who fit your ideal client profile to gather firsthand insights.
You can also base your ideal client on a former version of yourself, especially if you recently designed invitations for your own wedding, or base it on close friends or family members who are getting married.
III. RESEARCH THE INDUSTRY
When I say research your competitors, I don’t mean copy others.
Trust me when I say that that’s a poor business strategy that can ruin your relationships with other stationery designers, and even other vendors in the industry, like wedding planners.
People notice.
And while that might not seem like a big deal at first, I can tell you firsthand how beneficial it has been for me to develop good relationships with other stationers. I often get referrals from other stationery designers that I’ve developed a close relationship with, and it’s truly a godsend.
When I say “research the industry”, I mean discover how you can set yourself apart from others.
How can you make something different than what’s already out there?
Maybe you have a unique style of calligraphy that can set you apart. Or, maybe you have a really unique, two-week process where you can fulfill client orders quickly.
Step 2: Design your first stationery products.
Now comes the creative part–designing and creating your wedding stationery! This is where your passion and expertise will really shine through, as you bring your clients' wedding visions to life through your beautiful designs.
Sometimes the hardest part is getting started. So, just go for it. Start simple. Get fancy later.
Remember, progress is more important than perfection. I would not be where I am today without making tons of mistakes along the way. That’s how you learn and get better.
BUILD YOUR PORTFOLIO
To get started, create at least three invitation styles to attract your ideal client. You may also consider designing a few coordinating products to go with each invitation, like a place card design or programs.
Start small. You can always expand later.
If you already have a few clients under your belt, showcase the designs you’ve already created. If you are brand new, consider creating a few mockup invitations that might attract your ideal client.
Brainstorm design ideas and create a portfolio showcasing your unique style. Consider honing in on a specific design style that caters to your ideal client’s preferences.
Share these designs on your website or in your Etsy shop and/or on social media.
print stationery samples
Have tangible samples printed of at least three invitation designs or anything that feels relevant to your business. For example, if you are a calligrapher, you might want to create place cards samples.
Sample boxes are a great first step in booking clients, as they are able to see everything in hand and experience the exceptional quality you offer.
Potential clients can order sample boxes from you or you can show them to wedding planners.
Step 3: Build Your Audience.
This part might be a little out of your comfort zone, but it’s probably one of the most important things you can do as a business owner. And, if you’re an introvert like me, you can even do this from the comfort of your own couch through social media.
Let’s talk about different ways you can connect with others to build your business.
But first, ask yourself, “Where do my ideal clients come from?” Because I know stationery designers who don’t use social media at all and instead rely on relationships with wedding planners. And on the flip side, I know many stationers who solely rely on social media to build their audience and generate sales.
Either strategy can be beneficial to growing your business, but one may be better than another depending on the type of business you plan to build. For example, if you have your heart set on creating stationery for local couples in your area, you might be more aligned with networking with wedding planners.
Option 1: post on social media
Whether it’s Pinterest, Instagram, or TikTok–just choose one social media platform to begin expanding your reach. While any social media platform can be beneficial for your business, many couples use Instagram and Pinterest to get ideas for their wedding.
Consistency is key! So, decide which social media platform seems easier for you to be consistent with.
Your posting schedule really depends on your comfort level, but aim to post something at least 3-5x’s a week. It doesn’t have to be complicated either–share photos of your invitation designs, show yourself sitting at your desk designing a suite, or create a simple face-to-camera video offering stationery advice for recently engaged couples.
Option 2: network with wedding planners
Reach out to wedding planners in your area via email or on social media to connect for coffee. Bring them a few of your invitation samples to show them, so they can experience your designs in hand. The goal is to sell them on how you can make life easier for them with your stationery services. For example, maybe you offer to alphabetize place cards for them or offer complimentary invitation assembly services.
You can also connect with wedding planners on social media by authentically engaging in their posts and stories. Aim to connect with wedding planners who have a similar following as you do. For example, if you only have a few hundred followers on social media, maybe you only connect with planners who have less than 2K followers.
Option 3: referrals
If you have already booked a few clients under your belt, ask for referrals.
Take it from Forbes, referrals are the most valuable form of marketing.
When I first began as a stationery designer, this was one of the primary ways I grew my sales–I had a pretty consistent flow of referrals from past clients.
People trust people they know to be honest with them about their experience working with a brand or trying out a new product. When your best friend raves about something, it peeks your curiosity and increases your excitement. They had an amazing experience, so it’s a safe assumption that you will, too.
Reach out to couples right after they’ve worked with you to ask for a referral. I know that might sound really intimidating, but this is the point where they’re most excited to about your services.
Plus, a lot of times if you really enjoyed working with someone, then they’ll likely have similar friends who will also enjoy working with you.
It can be ask simple as, “Hey Sarah! I so enjoyed with with you on your wedding invitations. I wanted to share a quick tip with you in regards to mailing your invitations [share the tip and include any relevant website links, i.e. we recommend using this non-machinable stamp from USPS for best results with mailing]. You were such a dream to work with, and we always enjoy working with brides who have a similar taste as values as you. Do you have any friends or family members who might benefit from our services?”
You may even offer a referral discount (i.e. $50 off their day-of paper and a $50 credit to their friend, or a free sample box for their friend and a 10% off discount for your client’s day-of stationery) or some other perk to incentivize them to share.
If you don’t get a reply, follow up at least one more time. Emails can get buried or lost, or they might simply forget about it.
Now, if you’re just getting started and you don’t have any referrals–simply ask family and friends to share your business on their social media! I recently connected with a wedding planner after a mutual friend shared her business on Facebook. It might seem embarrassing or pushy at first, but most people are more than happy to support you in your growth–especially your closest friends and family members.
One last thing…
If you’re still feeling stuck when it comes to starting your wedding invitation business, one of the easiest ways to get your business off the ground is by creating a semi-custom wedding collection.
A semi-custom collection is a full suite of matching stationery designs, from wedding invitations to the matching save the dates, place cards, wedding programs, and everything in between.
As opposed to fully custom stationery, where you start from a blank slate with each new project. Although custom stationery is exciting, fun, and allows you to stretch your creativity–it can be intimidating to get started with depending on your level of expertise.
What I love about semi-custom stationery, is that you are quickly able to create designs and put them for sale in your Etsy shop or on your website. With custom stationery you need to book the client first and get a deposit, before you begin working on the design. Both are still incredibly profitable revenue streams, but you may feel more aligned with one over the other as you begin your stationery business.
For more information on starting your wedding invitation business and how to start your own semi-custom collection, download the free guide below, which also incudes a few additional tips to this post!
In this post, you’ve learned that:
Identifying your ideal client is a crucial step to getting started in the wedding stationery industry because it allows you to find products for your ideal clients, rather than just creating stuff you like and trying to find customers to buy them.
To design at least three invitations and order a few samples of them, so you can have something to show potential clients and wedding planners.
That marketing your business is the key to growing your audience and there are three ways to accomplish this: social media, connecting with wedding planners, and (one of the most valuable) asking clients, family, and friends for referrals.
Alright, pencils down.
Now that you’ve got all of these tips and tricks in your back pocket, I can’t wait to see how you use them to make magic in your business!
