Trouble finding affordable invitations leads designer to start a business

While hunting for her own wedding invitations, Amy Willoughby found that the choices were limited for people on a budget. She had a background in graphic design and quickly came to the conclusion that she would make her own. During the process of creating her wedding invitations, Willoughby found not only her niche but also what would become the basis for an invitation design company.

How did you come up with the idea to be an invitation designer?

I worked in graphic design and corporate marketing for America II Corporation of St. Petersburg. I had a background in print and was doing multimedia development. I got engaged to be married and I started looking at invitations. As a graphics designer, I was pretty appalled at what was out there for a reasonable price. Sure, you could get something gorgeous, but it was going to be $15 a piece or something insane like that. I started designing my own. After my wedding I told my husband, "You gotta let me do this." So, I quit my very cushy salaried position, built a Web site and within six months I had to bring on my partner, Britta Spanke. Then, we had to rent office space and it became a full-time job rather than a part-time moonlighting thing. This was eight years ago.

How did you get customers so quickly?

I registered my Web site with the search engines. Everything was all online. I didn't even have a Florida customer for at least a year. We did the pay-per-click advertising. I registered keywords and search terms like "custom wedding invitations," "unique wedding invitations" and "custom party invitations." I was fortunate that I got a lot of business right away.

How long did it take to break even?

I didn't have to buy too much startup equipment. I already had a computer and a printer. My landlord loaned me a little bit of money to buy a paper cutter, but we have pretty much been a debt-free company from the beginning.

What advice would you give to someone starting a business?

Find a niche. Figure out one thing that you can do that no one else can do better than you. . . . I would also say, don't copy what someone else is doing because they are already successful at it. Find something unique to you.

What is your typical day like?

I have a 3-year-old and a 2-year-old. I get them off to their day cares and then get in the office between 8:30 and 9 a.m. After I get in, I download a lot of e-mails and then I usually sit down with Britta to discuss how the day will go. We'll talk about what orders need to get out and what we need to do to get them out. I'll make a list of proofs that need to be done and I answer a lot of e-mails and do a lot of design work. I'll often also go into the production room to see if there is anything I can help assemble so we can get the order out.

What is your favorite thing about designing invitations?

Yesterday was a good example. I had an event planner bring in a client who wanted designs for her "save the dates." I didn't have much direction from her and I came up with colorful and unique designs and when I sent them to her and her event planner, they both e-mailed me back saying they loved them and couldn't wait to share them with family and friends. When I can sit and design something and be really happy with it and the client loves it, too, that is the best.

What is your least favorite thing?

It is frustrating when a client wants something that they can't afford, but we do try to fit every budget. It's also frustrating to have to tell a client we can't do something when they don't give us enough time. We do encounter a lot of last minute things. Usually it takes a couple of weeks just in the design process, depending on how long the client takes to approve the design. Once the design is approved it takes about a week to get it printed, assembled and shipped out. Every invitation is assembled by hand, which can sometimes delay the process an entire week.