Twin sisters Cedar Jayson and Megan Gingerich, who have long worked in event planning for corporate events and grand openings, opened

Paper Goat Post’s brick-and-mortar store in Orlando, Florida, nine years ago, driven by their love for the intricate details of special events.

“We always wanted to open some sort of shop and really put all the things that we loved into Paper Goat Post,” Jayson said.

Jayson and Gingerich developed their store on their three core philosophies: gathering in celebration, the lost art of snail mail and the thoughtful art of giving. As a result, Paper Goat Post offers paper and party supplies, creates invitations and stationery, hosts workshops and is a gathering place for parties.

The sisters want to convey that people can gather in a simple way that is very intentional and thoughtful, Jayson said.

“People are intimidated by some of these elements, whether it’s personalized stationery or invitations or throwing together a party or a really nicely curated gift,” Jayson said. “We don’t want that to intimidate anyone, and we want to be there to show people that they can do all of those elements, even if they don’t have time or don’t really understand or have the eye for picking some of the things out.”

A THOUGHTFUL LAYOUT

Jayson said there are a lot of different elements wrapped into Paper Goat Post, which helps with different revenue streams and balancing the ups and downs of the brick-and-mortar world.

The shop has its core retail section, which includes a variety of party supplies and a balloon bar. There they specialize in what they call “Billy Balloons,” three-foot round balloons with hand lettering for different celebrations. Additionally, the sisters offer services such as a party concierge who can help customers shop for gifts, create invitations and curate a party. Inside Paper Goat Post also is a small party room for celebrations.

Over the past few years, Jayson said they have pivoted depending on what was happening in the industry. Boutique parties and party lines are increasing in popularity. As a result, the sisters added a “pantry” to Paper Goat Post, which includes party staples such as plates, candles, partyware and banners.

“Our pantry is a really fun area to get creative,” Jayson said. “Our customers can walk in and pick and choose and put together a perfect little party for whoever the host or honoree is.”

SERVING CUSTOMERS & COMMUNITY

While the sisters see a segment of customers who value the traditional elements of paper and sending cards, the typical Paper Goat Post customer is the busy, last-minute shopper.

“They love putting all the details on things like a perfectly wrapped gift and a well-curated party, but they often don’t have the time or the resources to put that together,” Jayson said. “We really are that extra person — their personal party concierge — to help them with those moments.”

She said most customers are very aware of what options are available to them when it comes to party planning due to social media.

“They have a better idea of what they’re looking for, which is good and bad, because sometimes they have an idea, and you have to show them that there are other options that work just as well,” Jayson said. “It’s fun to have the conversation when they really understand the products that we have.”

Paper Goat Post also offers surprise boxes that are a curated gift box for the recipient. People can fill out a form about the recipient and give a price point and Paper Goat Post will curate items to add to the box. The box includes not only products from the Paper Goat Post, but also from other local shops if there is an element missing.

“It really gives back to not only us, but the small makers that are in the box and then other shops locally as well,” Jayson said, adding that the surprise boxes can be created in-store or ordered online to be picked up or shipped to the recipient.

Jayson and Gingerich also reacted to the Orlando, Florida, demographic and moved store locations two-and-a-half years ago. Paper Goat Post is now located in a walking neighborhood location. The sisters want their shop to be a shopping destination as well as a resource to the community.

“Orlando is a really unique community. We hear it all the time from our rep groups,” Jayson said. “We have such a close-knit group of small businesses — at least a handful of them — that we meet and hang out on an
ongoing basis.”

Having just celebrated their ninth anniversary at the beginning of October, the sisters are looking to maintain and continue to achieve their goals for Paper Goat Post. Jayson said the brick-and-mortar retail world has been challenging over the past few years due to a difficult economy and its effect on how customers shop.

“I think now that Paper Goat Post is established, we’re really just looking for it to stay as a core in the community and hopefully grow,” she said.

The sisters are leaning in on their services and the experience of the store because “you cannot replicate that in any other way,” Jayson said.

“We have to be something else and give back in a different way,” she added. “It is not necessarily just about the products. It is about the experience that you get when you come into the shop.”