The Art of Thoughtful Gifting: Paper Luxe
What began as an online stationery store has grown into a multilocation brick-and- mortar retail business — but at Paper Luxe, the heart has always remained the same.
Owner Jennifer Luna launched the business in 2012 as an e-commerce shop focused on high-end paper goods and office supplies. Two years later, after repeatedly passing an open retail space, she made the leap into brick-and-mortar in 2014.
Today, Paper Luxe operates two Washington State locations under The Kinship — Luna’s umbrella brand that also includes a toy store, baby store and event space. As the business has expanded, so has its product offerings.
“Paper’s always been at the heart of everything we do,” Luna said. “But we’ve really morphed over time into more of a gift shop with a heavy paper and stationery focus. … Our customer is someone who truly values connection and celebration. They’re the friend who remembers birthdays, writes the cards and wants their gifts to feel just right.”
Celebration, Always
The heart of Paper Luxe is centered around commemorating and honoring life’s moments.
“Everything we do is about celebrating your people in your life and gifting,” she said. “When we’re buying goods to carry in the shop, we ask, ‘Is this something somebody gives to somebody else?’ If it doesn’t fit into that general category, then no matter how much we love it, we say no.”
The store’s assortment spans a variety of categories — from greeting cards and self-care to candles, gifts and gourmet. Every item in-store aims to help the customer find something that feels personal for themselves or loved ones.
“We try to find really unique things that somebody would say, ‘Oh my gosh, that reminds me of so-and-so.’
We really want them to be proud of gifting it and for the person who gets it to feel like,‘Wow, this person really took the time to think about me.’”
Bestselling Lines
As a company founded on elevated stationery and greeting cards, that category remains a top-seller for Paper Luxe. In fact, both locations feature an iconic card wall that draws customers in.
“We have a giant greeting card wall in both locations that expands from one end to the other,” Luna said. “It’s the centerpiece, the focal piece of our store. Most people are coming in to grab a card, and then they stick around for everything else.”
Beyond stationery, self-care is one of the strongest performers in-store, particularly items that feel both useful and giftable, such as face masks and hand lotions. “We sell a migraine cap and under-eye gels — those have been top-sellers for us.”
Candles, once a slow category, have now become a must-have for customers. Additionally, pantry and consumables — honorable mention to Sokerbit Swedish Candy, Luna’s favorite candy brand of the moment — perform as excellent add-ons for Paper Luxe.
Traveler’s Co. notebooks and accessories, Soolla, L’Avant soaps and lotions and other well-known brands continue to draw customers in.
“Jellycat and Sonny Angel — those two alone have just taken off. They pay the rent right now,” she said.
One key to the retailer’s success is its jaw-dropping displays. Paper Luxe refreshes its merchandising display constantly — not just seasonally, but multiple times per week.
“Every table gets a refresh at least two to three times a week,” Luna said. “We have new products arriving literally every day, so it’s always a fun game of: Where is this going to fit? We’re not a minimalist-type store. We cram so much into it, but in a beautiful way.”
Building Community
Luna strives to solidify Paper Luxe as more than just a place to shop. She frequently hosts workshops and events in-store — from watercolor to mahjong — designed to build community, not necessarily revenue.
“We’re constantly listening to our customers’ interests and we take their lead,” Luna said. “We just love getting people into the shop and connecting with each other.”
That role has become increasingly important as everyday in-person connection points disappear. And for many customers, that’s exactly the gap that Paper Luxe fills.
“It’s not about the transaction of selling goods,” she said. “We love being that place in the community where people can come and just enjoy themselves and connect. People say all the time it’s their happy place.”
