Behind the Scenes of My Wedding Invitation Collection Launch

What I Did, What I’d Do Differently, and What You Can Learn From It

After running my stationery business for over a decade, I finally did something I should have done years ago: I gave my wedding invitation collection a complete refresh. My last collection had been performing well—but it was 4 years old and hadn’t been touched since I launched it. I knew my style had evolved, the market had shifted, and honestly, I was leaving money on the table by not creating something that better reflected where I was creatively and strategically.

If you’re a stationer considering launching your first collection—or refreshing an old one—this post will walk you through what I did, why I did it, and what I’d do differently next time.

Why I Knew It Was Time

I created this collection not because my old one wasn’t working, but because I had outgrown it. My previous suites still booked clients, but they no longer fully reflected my aesthetic or my most aligned couples. More importantly, they didn’t fully support the type of streamlined, semi-custom process I wanted in my business.

The goal of this refresh was simple:

– Align my offerings with my current style and ideal client

– Make it easier and faster to fulfill orders

– Create a clear, profitable path for couples who weren’t ready for custom but still wanted high-end design

This wasn’t just a visual update—it was a full business reset around what I wanted to offer and how I wanted to run my systems.

The Collection Itself

The new collection includes 12 suites—a mix of refreshed classics and entirely new designs. Some feature venue illustrations and timeless typography, while others are more modern, incorporating die-cut shapes, monograms, and floral crest variations.

Each suite was designed with intention and clarity:

– How does this reflect my brand?

– What type of couple is drawn to this?

– Is it easy to proof and fulfill?

I kept customization options limited (just paper type, ink color, envelope choice) to streamline production while still offering a premium experience.

To support the collection, I also ordered digitally printed samples of all 12 suites through Printswell. I kept it simple and cost-effective: just 10 sets of each suite, pre-printed exactly as shown on my website—no customization offered. This cost me around $300, but it was 100% worth it. Having samples on hand means I can ship one immediately when a client wants to see something in person. It gives them peace of mind about what they’re ordering, and I included a selection of paper and ink swatches as well to enhance the experience.

Takeaway:
If you’re creating your own collection, think beyond “pretty.” Each suite should serve a purpose, fit a clear aesthetic, and be easy to reproduce with minimal customization time.

The Tech + Tools I Used

This is where the magic happens—because while the designs matter, the systems are what make this model profitable and sustainable.

– InDesign: I built every suite as a master template. Proofing is as easy as updating a few text frames.

– Showit: I host my website and collection pages here—completely custom but easy to edit.

– Dubsado: I set up a public proposal form where clients can select their suite, paper, ink, envelope, and submit payment—*all in one step. Once they submit, they’re automatically added to my Dubsado account and a wedding collection workflow is triggered. Rinse and repeat! *

Takeaway:
Use platforms that eliminate back-and-forth. A clean front-end experience paired with a smart backend setup = fewer emails, faster turnaround, and higher margins.

How I Handled Photos Without Doing 12 Styled Shoots

One of the biggest hurdles for designers launching a collection? Photography. Don’t get me wrong, I have paid A LOT for photography over the years, brand shoots – custom suites, you name it – I’ve done it. I fully believe in custom shoots and hiring professionals, but for this collection – I wanted to “Sandra Lee”, semi-homemake it!

Here’s how I made it work for me:

– I hired a photographer to shoot blank flat lay scenes—no text, no names. Just various backgrounds and floral layouts, as that is what I wanted to focus on for these suites – no trinkets, etc. 

– Then, I used The Stationer’s Mockup by Plume Calligraphy to overlay each suite digitally.

This gave me consistent, branded visuals for all 12 suites without having to style or shoot each one individually. And now, if I update a design? I don’t need to book a new shoot—I just update the mockup.

Takeaway:
Plan ahead for repurpose-able visuals. Styled shoots are great, but mockups can scale with you—and save you time and money.

Prepping to Launch the Collection

Here’s the part most designers don’t talk about: I almost didn’t launch this collection. I had the designs ready—12 suites, each proofed and polished in InDesign. But then I stalled. The tech setup, photography decisions, marketing strategy… I let it overwhelm me.

Enter: ChatGPT.

For those wondering what I actually asked ChatGPT to do—it started simple. My first prompts were things like: “Help me plan a 6-week launch for my wedding collection,” and “What marketing tasks should I prioritize before launching a new product?” From there, I asked it to help break down my workload by week, generate email topics and Instagram post ideas, and even create a planner outreach email. I didn’t know what to expect, but having a structured response helped me get out of the mental fog and take action.

I started a fresh chat, brain-dumped everything I was stuck on, and let it walk me through a 6-week launch strategy. From email timelines to content ideas to workflow automations, it helped me map out what I already knew I needed—but couldn’t see clearly. This was actually my first real experience using ChatGPT, and it completely changed how I thought about incorporating AI into my workflow. It started as a one-time solution and quickly became a behind-the-scenes assistant I now rely on almost daily in my business.

Takeaway: Even seasoned stationers get stuck. Having a tool (or person) to help you get out of your own head and into action mode is everything.

Bonus: Want to See the Prompts That Got Me Unstuck

If you’re curious about how I used ChatGPT to map out my launch strategy and streamline my business tasks, I created a free resource just for you:

“5 Ways I Use ChatGPT in My Stationery Business”

This quick guide walks you through exactly how I use AI to plan launches, brainstorm content, and simplify my client workflow.

👉 Sign up below to access it and start using AI in your own stationery business!

How I Marketed the Collection

I kept my marketing simple, visual, and relationship-focused. I leaned into:

– Instagram: I shared a mix of flat lay reveals, behind-the-scenes videos of the mockup process, and educational content about what makes each suite special.

– Website: The collection lives on a dedicated page built in Showit, paired with an easy, no-email-needed checkout form via Dubsado. I also made sure my website was fully optimized for SEO—not just for the launch, but with the long game in mind. I’ve spent years building strong search visibility by using strategic keywords, clear page structure, and helpful blog content that Google actually likes. My goal isn’t just short-term traffic; it’s to continue bringing in aligned, high-quality inquiries year after year through organic search.

– Planner Outreach: I personally emailed my network of planners, offering a one-time 15% off code they could share with a client—plus a free sample mailed to them (normally a $20 value).

Takeaway: You don’t need to do everything to have a successful launch. Use what you have, focus on relationships, and let your visuals do the talking.

What I’d Do Differently

Honestly? I sat on this collection for way too long.

I spent two weeks at the beginning of the year finalizing the designs, then… nothing. I got stuck in decision fatigue. I didn’t know how to handle the photography, the sales process, or the launch strategy.

That’s when I opened ChatGPT for the first time.
I mapped out my action steps, clarified my launch plan, and got out of my own way. The rest came together within a month.

Takeaway:
Designing your collection is not the hard part. It’s the execution that stops most people. Don’t let analysis paralysis keep you from sharing what you’ve built.

Why This Launch Felt Different

This time, I wasn’t creating for “everyone.” I was designing for my people. I knew what they were drawn to. I understood what they valued. And I built the collection—and the systems—to support that.

If you’re thinking of launching your own suite collection:
Take the time to define your audience
Use tools that will scale with you
Don’t wait for perfect—just start

And if you’re already in the middle of building it and need help organizing your process, you know where to find me.