Sunday, March 18, 2012

Paperly's Field Trip to Personalization Mall

This past week, I had the good fortune of being invited to visit Personalization Mall ( in Burr Ridge, IL. I've always held PMall in the highest esteem. Their line of personalized products is enviably large, their online preview technology is best-in-class and their belief that "nothing says 'you're special' like a personalized gift" mimics Paperly's.

I learned so much from my visit; I wish I could share everything.  However, I would never wish to betray their confidences. So instead of delving into specifics, I wanted to share a few general, but important, observations:

1. Personalization is HUGE. PMall personalizes everything from picture frames to doormats... and everything in-between. They have proved that it's big business putting names on things.  Paperly's personalization model is built similarly, but using a completely different distribution model.  Theirs is online; Paperly's is via at-home parties.

2. Personalization is SCALABLE.  Just a few years ago, it would have been impossible to successfully conduct "mass personalization".  Today's technology has made it incredibly do-able.  PMall has proven you can do millions of personalized orders.  Paperly aims to do the same.

3. Personalization is SPECIAL.  Paperly is built on the belief that the handwritten note - and for that matter, a personalized gift - will be forever treasured. Turns out, PMall is built on the same principle.  In today's electronic world, both companies appreciate the power of making connections via personalized products.

I'm honored to share the same competitive space as Personalization Mall (even though we compete using vastly different distribution models). I thank them for the office visit.  It meant a lot to me.  I aspire to be as successful as PMall.  Given Paperly's unfaltering path towards personalization, I'm confident we'll be their equal sooner than later.

- Jay Rudman, CEO, Paperly
The leading direct seller of personalized stationery & gifts

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