Q&A: Liz Graham, Bloom Designs
For all you fashionistas who thought it was only about wearing the perfect outfit on the tee, think again. Fashion is a complete package, and I finally found the ultimate accessory that every golf girl needs: Fashionable stationery by Bloom Designs. I caught up with co-founder Liz Graham to get some insight on why her stationery is a “must have” for all sporty girls. After all, what else is going to keep us occupied this winter season?
How did Bloom Designs get started?
Bloom Designs started with a simple request from a friend to design a custom tennis team card.
I asked a friend to illustrate a tennis team uniform. I played around with it on my computer and made it into a custom card for all of the teammates. They loved their personalized cards and asked me to make more. When the country club buyer saw the cards, she suggested so many possibilities and that’s when I knew I was on to something. I founded Bloom Designs in 2004 with a partner and within the past year I have become the sole-owner of Bloom Designs. We offers fine boxed stationery, note pads, invitations, travel cups, umbrellas, and other accessories and gift items.
Our designs include golf, tennis, fashion, holiday and wedding. Just about any of our products can be personalized. We also create custom designs. Our products are now sold in over 200 resorts, country clubs, and specialty shops worldwide, including Pebble Beach Resorts, Pinehurst Resort and The Greenbrier.
What was the original concept of designing all these fun items?
The original concept was creating tennis and golf stationery with a fashionable, girly twist. Creating a woman playing her favorite sport while decked out in the latest fashion trends, and usually the most colorful outfits. My love for color, patterns, clothes and textures led me to add the golf and tennis clothing to the cards.
Who is the artist for all the fashionable designs you offer?
All the designs are a collaboration of artistic efforts. My previous business partner was a large contributor of the illustrations, but I am also one of the artists. We have recently partnered with local schools to recruit illustration talent. This has given us a chance to upgrade our lines with new styles and also allow prospective students to earn a paycheck and expand their portfolios. Once the illustrations are created, the artwork is enhanced digitally and created into the final product.
Among all the designs your company has created, which is your favorite and why?
That is a hard question. I must say “golf legs,” because it was one of the first designs I put on a card and said to myself, “This could sell.” When I attended the first PGA show in 2005 “golf legs” was the No. 1 seller and continues to be one of our best sellers.
Who is your target market and how big do you feel the opportunity is for your company?
Bloom Designs’ target market is a fashionable, sporty woman of all ages. It doesn’t matter if she is on the golf course, shopping with friends or going out to dinner – she is dressed to a tee. She is a contemporary woman who still values the art of writing personal notes in her busy world. Bloom Designs has continued to grow and each year has brought increased sales. The opportunity for Bloom Designs continues to amaze me. I feel we are just beginning to realize our full potential.
If you could pick a spokeswoman on the LPGA tour, who would it be and why?
I would love to have Paula Creamer be a spokeswoman for Bloom Designs. She is a very fashionable and sporty woman who loves pink. The one color we use the most is pink and Paula would suit us to a tee. I admire all the women amateurs and professional golfers because of their dedication to the game and their fashion sense.
With such an eye for fashion, do you see your brand branching out into other endeavors? Clothes, shoes or gloves, perhaps?
I am constantly coming up with new ideas and products. Yes, I see Bloom Designs branching out to other endeavors. We added to-go cups last year. They were a huge hit and this year we are adding new patterns and designs and other suprises along the way. We encouage our customers and fans to follow us on Facebook and Twitter because we are always announcing new designs and products. Our core product remains our stationery and we are dedicated to continuing to provide new, unique, original designs. All options are endless so I am sure I will be blooming with new products every year.
Do you offer any custom-made products for special celebrations, etc.?
Bloom Designs can create “custom” pieces for anyone. We have created, for example, unique golf hole drawings, landmarks, logos, letterheads, business cards, invitations, personalized themed event gifts, wedding invitations, birth announcements and more. Each product is unique and includes a revision process until the customer is completely satisfied.
What separates your brand from other companies like it?
Bloom Designs has a modern, fresh look. We are inspired by new styles, colors and patterns and make very unique products for our sporty women. Our custom products also set us apart.
Where is the best place to purchase your designs?
Our products are now sold in over 200 resorts, country clubs and specialty shops worldwide. We are dedicated to delivering quality products and outstanding service to all our customers, from well-known clubs to small shops everywhere.
Our products can be purchased at retail locations throughout the United States and are also available online at www.bloomdesigns.com.