Sandy Robertson, the creative force behind Pretty Paper Sandy, reveals the key to her astounding $250,000 first-year sales: a genuine connection with her customers. Robertson emphasizes gratitude, crediting loyal patrons who not only support her business but also inspire its evolution. Her unique approach blends the sophisticated world of antique paper with playful candy additions during live sales, fostering a competitive yet lighthearted atmosphere.
Robertson’s success stems from her compelling storytelling, transforming each vintage item into a narrative, and her poetic presentation that highlights the beauty and value of her curated collections. For aspiring digital creators, she advises cultivating a distinct identity and daring to be a trendsetter. Robertson champions authenticity, carefully selecting brand collaborations and embracing her true self, even as she navigates the public eye. She nurtures creativity by allowing herself rest and finding inspiration in everyday life, a testament to her philosophy that genuine connection and a touch of whimsy can build a thriving business and a lasting legacy.
Photo Credit: Personal Collection
- You made approximately $250,000 in your first year of engaging live sales—what key factors do you credit for that impressive launch?
First, I thank God and next I credit my amazing customers! One in particular who has become a sister friend to me and who has been a huge blessing to Pretty Paper Sandy and our home. She has her own business called 3 Craft Chicks and will now be offering Vintage Ephemera to her business since she has purchased so much Pretty Paper from me. As I grow, I have a variety of customers from Antique Paper Collectors to artists and crafters. What we offer has expanded as our customer base and needs have changed. Not only do I sell Antique Paper, I also sell Vintage Inspired and even new paper ie: Stationary Sets, etc. as long as it’s all PRETTY! So I am sending a huge shout out and THANK YOU to every one of my fantastic customers who support and also guide what we offer.
- What inspired you to combine vintage paper ephemera with candy in your product offerings?
I mean who doesn’t love candy?!! The world of Antique sales can be a serious thing as antiques do come with a price, as they should. Candy is a way to lighten the energy and bring some fun as a little breather when we are all in the zone lol. My sales are LIVE and items are claimed based off whoever types in the claim number first. Some people have faster internet speeds, some are laser focused and don’t miss much. It can become competitive and to keep things light, friendly and fun, I sprinkle some candy in there whenever possible. It’s just a way to keep everyone feeling youthful, happy and smiling!
- Your storytelling style is so unique—what’s your process for developing content that both sells and inspires?
Thank you! Every item has something more to it then what meets the eye. If I am asking people to spend their hard earned money on my product, I need to show them why they should. Is there a genealogy style history attached to photos and letters? Did this beautiful book survive 150 years just to travel from France to Pretty Paper Sandy, intact and ready for it’s final destination? Are the colored Victorian Book Plates in such a “Craft Quality” Condition that they are ready to be reinvented into their new chapter by an artist who will breathe new life into them. An artist or crafter who will dress them up with lace and other embellishments so fancy, they could be made into a Bridgerton Party Invitation? The talent of the creatives I sell to is so impressive, I would have to say the “inspiration” goes both ways.
- How does your love for poetic writing influence the way you create or present your products?
Selling is an art. If you are bundling a large lot of pretty items together, you need to carefully pick what will be in that grouping. What are they relaying to the customer? “Look at my beauty. See how I spread out on a table for you to choose from. Look at the value of all this prettiness you will get for taking me home! I am a Romantic grouping. I am a brightly colored grouping for that vibrant soul. I am a thankful product. Take more of me and save.”
As for presentation, there are times I am super busy and can not dress everyone up for the Live Sale Party, however, I do for the most part try to make sure the pretties pieces are up front so customers can see the style or condition when I can’t present every piece in a pack. When I prepare Pre-Sale photos before a sale, I do try my best to stage the items using props. It helps to showcase and also gives a glimpse as to how pretty it would look displayed as oppose to used and created with. This is helpful to collectors. I also do it to show that Pretty Paper Sandy is a service. I don’t just throw any photo out there, well most of the time at least. I take the time to show you why you should pay that asking price. I also take that extra presentation effort because my customers DESERVE it. In a store, you don’t just throw your merchandise in a table, you dress it up and make it look attractive, enticing. The customers deserve that level of service even if the sales are Live and Fast. Remember they will be competing to grab quickly so show them ahead of time what they are bidding on/claiming so they can be fully prepared to win their items.
Photo Credit: Personal Collection
- You’ve built an impressive following on Facebook and Instagram—what advice would you give someone starting from scratch?
Separate yourself from the rest! Establish your identity and do not follow trends if you don’t want to. You do not need to follow what everyone else is doing. Stand strong on your own and be a trend setter. Dare to do something different and change the game up a bit. Stir the pot and grab some attention. Just do it nicely and respect those who have been doing it long before you. There will be slow periods. Don’t let that discourage you. It will pick up again or make some changes and bring them back. Contact your customers if they disappear for a bit. Check in so they know they are important and missed. Ask if there is anything you can change or offer to bring them back. Stay creative and have fun!
- What do you believe is the biggest myth about being a successful digital creator?
I believe the biggest myth is that we are fake. I don’t know about fake but I do know I am guilty of too many re-takes of content when I should focus on just keeping it authentic. That is something I have worked on over the last year which is also why my content has reduced a bit. I don’t follow trends unless I think its a fit for my brand or it looks fun. I don’t have to do what is being done by everyone else or then that myth becomes truth to some level. Because I am familiar with what kind of judgement is there, I have slowed content creation a bit to make sure what I offer is genuine. People can tell the difference. Want a different outcome? Give them a different outlook.
- How do you maintain authenticity while collaborating with brands or attending high-profile events?
Authenticity while collaborating with brands is an easy one. I partner only when I feel both sides are a good fit for each other. If you take too many brand deals, you reduce the content quality and really offer a disservice to the partnership expectations. So if I don’t feel I can deliver their “asks” in a way they deserve or in a way that is authentic to my brand, then we all need to respectfully pass on those opportunities.
Most high profile events so far have been attended as my son, The Kidventurist’s, Plus one so I am behind the scenes as his Brand Manager. We have moved into a stage where I will start to attend some events either as Pretty Paper Sandy or as Sandy with The Happy Heart. Don’t worry I don’t have an alter ego lol. One is as an Entrepreneur and one is as a content creator. As a busy middle aged woman who doesn’t always exercise and eat right, there are struggles that come along with making appearances when so much of the industry is in shape and beautiful! I suppose the short answer is, I will maintain my authenticity in making sure my overall philosophy of not needing to follow trends, is incorporated to being on the other side of the camera too! Now please excuse me as I scurry off to the gym….
- How do you nurture your creativity when you’re not feeling motivated?
I listen to my body and mind and allow myself to rest. I may also dive into other tasks around the house or just focus on being a mom, being a housewife, I will even be lazy if I feel like it. Basically I quiet down until the creativity comes back. I don’t enjoy offering mediocre products/services so until I am ready to dive in completely as my customers deserve, I simply step away and find creativity in cooking, gardening, decorating the house.
- Have you ever had to reinvent or refine your public image—or has it always just been “Sandy”?
Oh my goodness what a FANTASTIC question! It is only now that it is only and FINALLY, Sandy. This question has me taken aback a bit. It is really deeper than anyone, even myself was prepared for. It’s taken 56 years of my life to understand that I, Sandy, am enough. I have reinvented myself more times than I can remember. The first time I reinvented myself was at the age of 8, sitting in church and filling out the “Name Change” card. I renamed myself Cindy and continued to rename myself each week to someone different. I changed myself, redefined myself, reinvented myself for the next 55 years to anyone but Sandy. Never could I nor did I have any idea as to the beauty and success attached to who I truly am. I made it and I’m here to stay! Thank you for this question. It’s a rare one and I will never forget this interview.
- If someone were to describe your legacy 50 years from now, what would you hope they’d say?
I hope they would say that I was a leader in how we build relationships with the people who take something so important, money, and invest in us. They invest in our livelihoods, our families, our homes, our retirement, our future. As they do this, they take from their own. That needs to be honored and respected. I honestly worry at times about by customers and often reach out to let them know that we will continue to have a friendship, relationship even if they don’t shop with me. I want people to remember my Live Sales as a place to gather and gab and laugh and also share news about our lives with one another. Some have lost their pets, others have a suppose with Cancer, others are experience major heath issues. I want to be remembered as a safe place. A place more than a business but also a woman who is here to help you out when you need it. I will play second fiddle to someone who needs a payment plan, who needs time to pay, who is in need in anyway. Pretty Paper Sandy is more than just a business. It is a successful business because there is human compassion and kindness attached to it. I wish for others success and try to uplift them anyway I can. I am good cored, kind, friendly, compassionate, funny, a good friend and because of my wonderful customers, successful woman. I hope to be remembered this way.
Where can we follow you on social media?
Facebook (prettypapercandysandy)
Instagram (@sandy_with_the_happy_heart)