Proof to Product
371 | Moving from 90% Wholesale to 90% Retail Revenue with Victoria Venturi, Paper Epiphanies [Part 1]
Dec 3, 2024
Victoria Venturi, Founder and CEO of Paper Epiphanies, has transformed her greeting card company into a global brand. She discusses her shift from 90% wholesale to 90% retail revenue, revealing the challenges she faced during the pandemic. Victoria emphasizes the importance of customer feedback and community connections in retail. She also candidly addresses the emotional struggles of entrepreneurship, particularly in the age of social media, and stresses the need for transparency about both successes and hardships.
26:13
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Quick takeaways
- Victoria successfully transitioned from 90% wholesale to 90% retail revenue, emphasizing direct consumer engagement for increased visibility.
- The operational challenges of shifting to retail included mindset changes within staff and adapting systems meant for wholesale processes.
Deep dives
Transition from Wholesale to Retail
Victoria Venturi, the founder of Paper Epiphanies, made a significant shift in her business model from primarily focusing on wholesale to developing a strong retail presence. Initially, her brand generated 90% of revenue through wholesale channels until the COVID-19 pandemic raised concerns about losing control over revenue streams. This scenario prompted her to explore retail, culminating in the opening of her flagship store in Portland and the unique opportunity to establish a boutique in Portland International Airport. Victoria’s insights highlight the importance of direct consumer engagement, which has not only diversified her revenue sources but also enhanced her brand’s visibility and customer interaction.
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