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That’s the beautiful thing about writing a heartfelt letter – it allows you to take your time, choose the right words, and say what you really mean. There’s an element of thought that goes into writing on paper that’s missing from today’s quick electronic communications.

—Alexa Pulitzer

Alexa Pulitzer, known worldwide for her exquisite stationery papers and brand identities, has built her business from a “side hobby” to retailing in over 200 stores worldwide and online. “My little stationery hobby was something I passionately worked on during the weekends and evenings to fulfill my creative needs,” remembers Alexa. “I did it all myself and had no help, and in hindsight, I can revert back and see how it grew slowly by steady baby steps.”

Creativity and entrepreneurship run in the Pulitzer family. Alexa’s grandfather, Sam C. Pulitzer, and his brother, Emanual, created mass market neckwear companies Wembley and Countess Mara. Her father, Arthur C. Pulitzer, ran sales and design, and her uncle, Sidney, handled the finances. “No female family members were involved in the family empire. It was a man’s world, and yet somehow I was promoted by the new owners when we sold the business in 1997.”

After going out on her own in 2004, Alexa has taken her elegantly whimsical stationery and accessories brand to new heights, and she is also known for her bespoke, made-to-order illustrations and logos, to custom invitations and private label collections. We spoke with Alexa about her journey and how the city she loves continues to influence her work.

Neenah: You’ve traveled and designed all over the world, but New Orleans is home. What about the city inspires you creatively?

Alexa: New Orleans has attracted and nurtured artists for centuries. We have celebration and theatricality in our blood here, and my work reflects that. You can’t come to this city without meeting some of the most original people you’ve ever met. The music, the grand architecture, tropical flora and fauna intoxicate you. I live in a culture of pure decadence, imperfection, and genuine joie de vie. 

Neenah: You designed your first stationery when you were a young child, and now you’re in stores like Anthropologie, Liberty of London, and Bergdorf Goodman. How did you get to where you are now?

Alexa: I was raised by creative entrepreneurs who valued creativity. They exposed me to the process of making things in order to earn money. At 14, I was given the opportunity to study art at a high school in New York. At 15, I created my first neckwear design to be sold in the mass market, and it’s never really slowed down from there. In my teens, I spent a good part of each summer in Como, Italy, with my father, who exposed me to the silk industry.

I went on to study Fine Arts at University of Denver and Syracuse University (in Florence, Italy), focusing on textile design, drawing, sculpture, painting, batik, ceramics, and jewelry. I intended to double major in business and fine art, but after meeting the business teachers, I ran the other way. In hindsight, I wish I had focused my studies on learning finance, marketing, and business because those things did not come naturally to me whereas design was instinctual.

Neenah: You continued working in textiles after college. What made you decide to launch a stationery business?

Alexa: After I received a BFA from University of Denver, I apprenticed for a year at Ratti in all their European offices, and then I returned to New Orleans to work for my family’s menswear company. My frustrations there gave birth to my business, as my designs were not being utilized (they were too high-end for the mass market). As a child, I learned how to make stationery on the first floor of my family’s neckwear factory, so I started making chunky notepads using all my discarded drawings that Wembley wouldn’t produce. I took my first products to the New Orleans Museum of Art and received my first order. My hobby organically grew into a business with me doing every facet at night and on the weekends, all the while designing for my family’s business Monday through Friday.

Neenah: You call yourself a “Neenah Paper connoisseur.” You’ve used Neenah since the very beginning. How important is the paper you spec to your brand?

Alexa: It’s crucial. My stationery looks elevated and feels different because I choose to make my products using premium paper with an unforgettable texture. Back in 1994, when I started printing stationery, I used Classic Columns®. Today, I use Classic® Laid for all my notecards, jotters, folders, and gift tags, and Royal Sundance® Felt for my notepads. My collection looks and feels like an Old-World European paper, which is in line with my classic Italian aesthetic. 

I purposely choose to use Classic Natural White instead of a bright white paper (and always have) because every other stationer uses a smooth white paper which isn’t nearly as elegant.

Neenah: Looking at some of your collections – such as Royal Animals, Birds of a Feather, and Under the Sea – we see lots of intricately detailed animals with crowns and elaborate costumes. Where does this originate? 

Alexa: I often use animals in my work because they are amazing creatures and project a deep inner strength and personality, which we humans can often identify with. I place crowns on their heads to add a little whimsy, regality, and decadence. Twenty-five years ago, I created my first crowned animal: my “King Gator,” and this trademark motif has become a signature of mine and is featured on an array of my products.

Neenah: What are some projects you’re excited to see come to life?

Alexa: I’m currently working on my second Italian handbag collection in collaboration with another New Orleanian, a luxury candle, and a box of colorful notes featuring “Party Animals,” elegantly engraved in opulent gold.

Neenah: How do you choose your stationery?

Alexa: When you’re writing a letter to someone, whether a thank you note or for business, you should select the stationery based upon the recipient and the purpose of your writing. But it should reflect who you are as well.

And let’s face it, we’re not always reverent and dignified. Sometimes the devil inside makes an appearance. I’ve created some cheeky greeting cards for when that happens (and they are amongst my best sellers!)

A strong sense of New Orleans pride combined with her vast design experience and innate classic sensibilities mean Alexa has no shortage of inspiration. Her collections celebrate the art of putting pen to paper, inspiring thoughtful connections and making even small occasions memorable. Check out Alexa Pulitzer’s stationery and other unique designs on the Idea Shop.

First created for skincare professionals, Tuel has been helping keep skin vibrant and healthy since 1979 using the most powerful plant extracts the planet has to offer—active botanicals and minerals rich in potent antioxidants and vitamins that feed skin from the outside in. But telling that story from the shelf can be a challenge. We spoke with Tuel Skincare co-owner, Lisa, one half of the sister-led company,  to learn more about the heart and science in each package and how Neenah has helped communicate their all-natural brand promise.   

Neenah: You’ve revolutionized the modern skincare industry with your focus on plant extracts and skin science. But your mom was a real pioneer in the industry decades ago. Tell us about her journey.

Lisa: Our mom was a true entrepreneur at heart. She became interested in botanical skincare products in 1980 and set out on a mission to create a professional skincare line that would work for every age, ethnicity, gender, and condition. This business went from a four-chair salon in the 1970s to where we are today because of her relentless focus on helping customers understand why the products they used mattered. We learned through example. Watching our mother succeed and grow her business was so inspirational, and we just naturally carried on that passion and drive. 

Neenah: What role does your packaging play in communicating your brand’s message? 

Lisa: For beauty products, the packaging is how you make your first impression. You can tell so much about what’s inside based on how the box feels when you pick it up. What’s the texture? How thick is the box? Our design is thoughtful but minimal, with stunning photography highlighting our natural ingredients. Each photo is a work of art on its own! Our packaging encapsulates everything our products stand for – natural, clean beauty. Our products aren’t just based on passing trends; neither is our packaging. 

Neenah: Why Neenah?

Lisa: We’ve been using Neenah for over a decade. We wanted to highlight our focus on sustainable, natural products with paper that had an organic feel. Neenah has several whites and different finishes and the Bright White, Eggshell Finish is perfectly neutral as well as tactile. The paper performs perfectly, photographs beautifully, and feels luxe. We also made a conscious decision to go with thicker, heavier basis weights. Most companies use 18pt for smaller boxes, but Neenah’s 24pt is perfect. Our jars are heavy, and the heavy paper not only performs but also feels premium. 

Neenah: Where do you see the industry going? 

Lisa: Science is coming back to the beauty industry. Products today are more science-driven because cosmetic chemistry has really developed, and newer ingredients have come to the forefront. But while there’s always room for improvement, clean formulations and targeted skincare are fundamental.  

Neenah: What drives you to keep evolving and innovating?  

Lisa: Our passion will always be the same. Our niche is education and not driven by gender or color–it’s the size of your pores and how to treat your skin. Like my mom, we’re still focused on helping women be financially successful. We offer advanced classes and on-site training to make sure our professional customers are educated on the products. We also teach them how to run their business, which is really unique. 

Over the last two years, we’ve adapted to consumer behavior and social distancing changes by helping our wholesalers get creative. We did a lot of Instagram live and put together home spa kits for our clients to keep their skincare up when they couldn’t come for services. We’ve seen a lot of success by being able to pivot. These tactics have become a regular part of our ongoing education and have helped us build a stronger connection with our customers.  

Packaging a Promise

The role of packaging in building trust between brand and consumer is enormous. Even after customers have done their research, read glowing reviews, and gotten recommendations for your product, it’s the first tangible impression you make as a brand. The right packaging paper isn’t just an element of design. It’s a crucial touchpoint that reflects what your customers can expect from your brand. 

We’re working on providing you with more inspiration. Stay tuned. In the meantime, check out related stories for more ideas.