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Forget the e-vites and group texts, when it comes to personalizing invitations and stationery for a special occasion, no one
does it better than Diana Serrano at Paperie Invitation Studio, where an RSVP is almost always guaranteed.
TEXT BY CRISTINA ZUAZUA
“I guess you would call me a stationery stylist,” Diana
“The Invitation Lady” Serrano says with a grin. “I
take the feeling and expectations of an event and
express and showcase it on paper.” As the owner of the chic
Miami-based Paperie Invitation Studio, Serrano has always
had a passion for expression in creative forms — from
drawing to handmade gifts down to the very paper that’s the
foundation of her business.
When asked about her passion for paper and what inspired
her chosen career, Serrano replies: “I guess you could say it’s
in my blood,” she says. “My family owned one of the largest
design, printing and display manufacturing businesses in
New York, and I started working there as a teen assisting with
the bookkeeping. My father recognized my talents and later
moved me into the designing department.” Once she was out
of college, she began handling more of the manufacturing
and account management duties. “Business was great,” she
laughs, “but I was so bored!”
There was also a challenge built into her choice. As an
innate problem-solver, it wasn’t until she was getting
married that the ambitious perfectionist realized just how
difficult it was to find what she was looking for in stationery.
Not one to wait for things to come to her, Serrano opened
her first retail store in 2004 shortly after the birth of her
first son. It was the largest invitation store in Miami, and
in 2009, she decided to narrow the direction of the business
to focus on custom stationery. The idea took off and the
business flourished, providing her clients more face-time
while giving her more flexibility to care for her newborn
and older autistic child.
The most appealing part of her job, Serrano explains, is
the challenge of creating a work of art that exceeds client
expectations. “I like to get inside people’s heads,” she says.
“Everyone has a vision of what they want, and it’s my job to
make it come to life. I’m not just another invitation dealer;
my specialty is creating invites from the ground up, but I
can’t do it alone. I need the client to be able to create, and
each piece is unique. I rarely duplicate a job — after all,
where’s the fun in that?”
As if her current projects weren’t enough, Serrano is
looking forward to offering more lasercut and letterpress
products. “I enjoy seeing my clients’ faces when they pick up
their orders,” she smiles. “And the more ways I can achieve
that, the better!”; PaperieInvitationStudio.com.