Brighten Up Those Office Shelves

I don't think we'll ever become a completely paperless society -- we're just not wired that way. I think we need to hold products and use things instead of just type away. Being able to write things down is a part of who we are as a culture.

Who are your competitors, and what makes R+H stand out among them?

Our competitors are big-box stores where purchases are made out of convenience. We are a separate destination. Shoppers have to make the decision to visit our site or a place that carries our products. . . . It's the level of quality and our attention to detail that makes us stand out. For example, our designs have lines that don't run off the pages, which is more expensive. The paper is made of mostly recycled content. The weight of paper is heavier, so there is no bleed-though, and we use metal corners for reinforcement so products don't fall apart. We don't add things to drive up the price point. Everything is added for a reason and enhances the product.

Who is your typical customer?

Female, ages 18 to 45 -- but I think I'll say 50, so I can be part of that group! -- from urban areas.

What is R+H's most popular item?

The three-ring binder. A binder is something we've all grown up with, and it's an easy way to organize. We print things out and need to put them somewhere. We always recommend you start with the binder, either size [standard or mini]. We specifically designed the system around them. All the paper products and organizational items work within or around this system.

What is your favorite?

The mini-notebook. I use one per week, and I date them by week. I carry a whole month's worth in my mini-binder. When the month is over, I organize them in my desk, where I keep the whole year for easy reference. They are great when you're on the go, because you don't have to carry a whole binder.

Do you prefer paper?

I do for my record-keeping and personal date-keeping, and I still take notes that way. I will say that I don't know what I'd do without my BlackBerry, but . . . I can't imagine ever going completely electronic. I think I'd panic.

How do you come up with new ideas?

We look at what people will be wearing each season and bring in colors that will add a lot of punch and juice in small doses. We take the colors we see on the runways and in the stores at the moment. . . . Someone may not look good dressed in one of those colors, but they can spend $16 on a binder and have fun with it without making a huge financial investment. This fall, the new colors will be Apricot and Mandarin.

What does the future hold for Russell+Hazel?

Bendel's was so exciting: opening a store within a store and using other people's real estate. We're very excited to start working with that same model in different locations and are currently in talks with iconic landmark retailers, Fred Segal in Los Angeles, Halls in Kansas City and Selfridges in London. We want to turn buying office products into a Saturday afternoon purchase with friends or family, instead of a drudgery purchase made after work. The thought is: Can Post-it Notes be lip gloss?

When are you going to open a store in D.C.?

If we had some capital, we would love to. . . . I'd love to be in D.C. or Ann Arbor [Mich.] . . . areas that have a lot of energy. I do see the excitement and joy when people walk into a store. I mean, gosh, we are more productive when we are organized.