Today we’d like to introduce you to Erin McManness Rodda.
Hi Erin, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
Paper Raven Co. was founded in 2015 after I graduated from SCAD with my Masters in Illustration, and after working several industry jobs as an Art Director/Product Designer, etc. I left the traditional workplace to pursue my brand full-time. While I was still in grad school, I was introduced to the career path of Surface Design and fell in love. I was drawn to the idea of seeing my artwork on a variety of products, and so I started with one of the most accessible: greeting cards.
I started with a small Greeting Card line – about 10 designs – and was cutting and folding every one of them by hand, and was still working a day job. I started wholesaling my cards, as well as creating new designs specifically to license to other companies. Fast forward a few years, and I left my job as a Product Designer to pursue Paper Raven Co. full-time, with a line that included over 75 Cards and several gift skus as well. I quickly learned that, in order to work for myself successfully, I had to diversify my income quite a bit, and have been continuously expanding my designs into new markets.
Now, after 8 years in business, I have had the pleasure of seeing my line in over 200 stores nationwide, and have had the privilege of working with clients like Target, Anthropologie, Macy’s, Publix, Trader Joe’s, The Happy Planner and Postable, to name a few.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I have loved the journey of becoming and flourishing as an entrepreneur. While I am naturally a self-starter and goal-setter (which has been a huge asset), one of the biggest obstacles I have faced is my own work-life balance. At the beginning of my business, I was in my mid-20s, and it felt like I had boundless energy – I said yes to everything. I worked all of the time, and I had something to prove: that I could take my skills and make them not only sustainable but successful. I felt like I had to prove that leaving the traditional workplace was acceptable. Eventually, I discovered that I had unwittingly tied my self-worth to my productivity, and I experienced a real struggle unlinking the two. My identity was wrapped up in what I could produce, and I felt like I needed the resulting validation from others to feel like I was “successful”. Now that I am in my mid-30s, and have had time to reflect and work through those messages and obstacles, I have a much more balanced approach to my time spent working, and how central my work is to my life and self.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I am an illustrator who works with pen and ink, pencil, watercolor, gouache and in Procreate and Photoshop. I am most known for artwork that are heavily inspired by botanicals, florals, happy animals and hand-lettering – and most of my artwork is for different paper products, greeting cards, gift wrap, home decor and gift bags. My background includes a BA in Studio Art (with a focus on painting), and an MFA in Illustration (with a focus on surface design). I have been fortunate enough to pursue a successful career in art for the last 8 years, and am loving every single minute of it. I am most proud of the partnerships I’ve been able to develop throughout my career, with certain project highlights like creating Holiday Giftcards for nationwide Macy’s Stores, and even Holiday Ice Cream Packaging for Publix!
What matters most to you? Why?
Sustainability is at the heart of my brand, Paper Raven Co. I care deeply about the impact my business has on the planet, and want to be a good steward of my resources. One of the things I am most proud of as a brand is our continued commitment to the environment. In 2017, we made the decision to print all of our greeting cards on 100% Recycled Paper. In 2018, we began our partnership with the reforestation organization, One Tree Planted and committed to donating $1 from every sale to plant trees in at-risk regions of the world. For every dollar we donate, 1 Tree goes into the ground. In 2019, 90% of our products were printed on Recycled Paper. This year, we are sourcing ways to eliminate plastics from our line as much as possible, and are planning the transition to Card Clasps for every greeting card in place of plastic sleeves.
Contact Info:
- Website: https://shoppaperravenco.com
- Instagram: https://www.instagram.com/paperraven.co/
- Other: https://www.pinterest.com/paperravenco/
Image Credits
Kelley Raye Photography
