Shopkeeper Spotlight: Studio Carta

Hi Angela. When and why did you decide to open the Studio Carta store?

I worked at home for many years creating our own brand of products. We needed a larger space to operate our design and product distribution, so we officially opened our Studio Carta shop and showroom in 2010. 

What had you done before? Did any of these skills help?

Before opening the store, I already had my own brand, but I was focusing more on teaching workshops and wholesaling our products. 

How did you decide on the name?

Carta means paper in Italian, so it became Studio Carta, because I used to make handmade paper and paper products. 

How would you describe the interior style of the store?

Modern and minimalist, but also very colourful with a lot of light and big windows. 

Tell us about the range of products you stock… 

Studio Carta is mainly our own showroom, displaying our line of cotton ribbons and accessories, but more recently we started to carry many other paper products, such as greeting cards and wrapping paper from our brands and independent designers. 

A main focus of the store is utilising items inspired by your heritage, and created in a beautiful, timeless way. Can you tell us more about why this is important to you?

Our entire line of products reflects my Italian heritage and connection with my mother, a seamstress for all of her life. A lot of the products we designed and produce in Italy, are a tribute to my mother and the beautiful childhood memories I have from growing up in Rome.

What does a ‘normal’ day look like?

The studio and shop is very quiet, as we mainly sell online. When I arrive at my studio, first I water all the plants, we have many spread around the shop and office. Then I start working on my computer; designing something new, writing a newsletter, communicating with clients and manufacturers, and a lot of the time is dedicated to taking photos and video for social media and products.

How do you choose and design your wares?

Every season we design and launch new colour ribbons and new desk accessories that we scout and discover in Italy.

Which item is your bestseller? Why do you think that is?

The bestseller is definitely our line of cotton ribbon. They come in a wide selection of colours and styles and people are attracted to the quality and the colour richness. 

What items are your personal can’t-live-without?

My ribbon scissors with a gold handle. I use my pair of scissors everyday and I can’t live without them! 

What do you enjoy most about running the store?

I love hosting events and inviting other designers to display their works. We host events a few times a year and we like to keep it unique and invite new designers every time. The events are very well attended and people know we like to share something special. 

What has been your career highlight?

Writing a book! The Ribbon Studio will launch this November 2024. Working on a book of DIY projects, with other women creatives was the best, inspiring experience. The behind the scenes of so many meetings, photo shoots, looking through ideas and exchanging them with my team was the best part. Leaning and growing from each other and working together.

What is the neighbourhood like around the store? Do you have a community of independent stores around you?

We are a destination store and when people visit us it is a unique experience and we spend a lot of time, one on one, with them. We are in a residential neighbourhood which is very green and hilly. I love it! 

What do you wish you’d known before opening the store? Any advice for those thinking about opening their own shop?

My advice would be to sell in person, as well as selling online. There are way more people that can learn about your shop and your offerings if you have a strong social media presence. 

501 Heath St, Chestnut Hill, Massachusetts

studiocartashop.com

@studiocarta

Photography by Angela Liguori, Justin Hand, Dane Tashima & Arielle Doneson