Deborah Dey believes that the printed invitation makes its own statement. It tells revealing stories about the taste of the host and can sometimes be a giveaway about the quality of the occasion you might anticipate.
More than that printed invitations often survive the occasion as souvenirs. For these reasons Dey puts herself into her work.
These days the graphic artist benefits from the myriad computer programmes, which simplify countless complex designs. It is no longer enough simply to print words on sheets of mostly white paper. Technology offers other far more exciting options, so much so, that invitations have become an important niche in the business of entertainment. These days the imagination can run riot and creativity has no boundaries. The sky is the limit.
Dey has been in the business for the past 12 years and she believes that what she does makes a difference. She can, for example, empathise with the jittery bride-to-be who is dissatisfied with the local offerings and wants to import her invitations. Weddings, she says, are intended to be perfect and wedding invitations serve as ambassadors that go before the event; people want to use their wedding invitations to impress.
What Dey has also worked out is that if you can combine quality with affordability at a time when customers are running on a tight budget you may just find yourself a worthwhile niche. That is what, she says, Exclusive Office Services of 82 Albert and Robb streets, Bourda seeks to do.
Exclusive Office Supplies began operations in 1996. “Marry Me,” the company’s own brand came into being in 2001. The sector, she says is a “creative pursuit,” supported by the tools provided by the ICT sector. Exclusive Office Services is deep into designs and Dey says the company has reached a level of proficiency that matches foreign imports. Still, she understands the idiosyncrasies of the market. Her company has become one of the largest local importers of both invitations and the board stock on which the printing is done.
Competition, she says, grows more formidable. Still, she understands what the market can afford so that the range of her product allows her to offer wedding invitations at prices that range from $60 to $265 each.
Wedding invitations afford a market that is both modest and seasonal. There are troughs and peaks. Between January and March invitations are ordered for weddings between June and August and between August and September invitations are ordered for weddings in December. Over time, the company has built a countrywide client base that extends into the Brazilian community here. Quick to take advantage of the marketing opportunity, Dey has had a calling card printed in Portuguese.
Inside the shop’s showroom there is an array of samples, patterns, designs and offerings for Christian, Hindu and Muslim weddings. Customers are offered the flexibility of being able to make modifications. Once their final selections are made and the design is agreed upon a sample copy will be prepared. The customer must sign off on that copy before the final print is done.
As far as weddings are concerned the sector extends beyond invitations. Wedding paraphernalia can include monogrammed napkins, programmes, place cards and menu cards. The company also offers a seal and send service that provides for the delivery of invitations.
Exclusive Office Service also offers its services for birthday parties and other forms of celebrations. Dey says that these days, children’s parties can be as lucrative as they are popular.
As with the various other creative industries, Dey says competition drives innovation. Much of her creative inspiration comes during her resting moments and she rouses herself to record the product of those moments. Later, it can be refined into a concept that might well become a worthwhile seller.
