I need to touch, feel, and work with my hands. It was an immediate love affair with paper and print; I was fascinated by how a story could be told through stationery…”
Michelle Iadarola-Cruz, Artscroll Printing Corp, NYC
Michelle Iadarola-Cruz is the Chief Retail Sales Officer for Artscroll Printing Corp, based in New York City. She oversees all retail social stationery sales and is responsible for conceptualizing and designing materials. Michelle began her career in the luxury stationery industry in the early 1990s, initially unaware that such a world existed. She accepted an administrative position at a premier studio as a secondary job. Although her original major in school was graphic design, at the time she discovered this field, she was assisting with textile restoration and conservation. Here we discuss the expertise and craftsmanship that go into each Artscroll project…
C&B: “Michelle, your work in wedding stationery has captured the attention of so many couples seeking something truly special for their big day. Could you walk us through your design philosophy? What inspires your creative process when crafting wedding stationery, and how do you ensure each suite uniquely reflects the personalities and love story of the couple you’re working with?”
MI-C: “There’s no set philosophy. I personally love tone-on-tone, with subtle textures – clean, sophisticated, and chic. I think stationery needs to be reflective of the couple. If they’re more quirky and whimsical, playing with colours and imagery is always fun. If they tend to be more traditional and elegant, that should be reflected in the suite. It should tell a story about them and how they want their guests to feel at their event. When I started in this business, wedding invitations were basically all the same, especially in the NYC luxury market. I’ve had the incredible privilege of working with some extremely talented, genius designers. They’ve inspired me over the years to look at wedding stationery differently…”
C&B: “Yes, the design opinions for invitations were once very limited! Which materials do you prefer to work with more recently, and why?”
MI-C: “I love texture and fabrics, and using multi-print processes like sculpted embossing with foil and letterpress… and I can tell you what I prefer not to work with – glitter, plastics, and coated materials. The coated materials can be hard to mount or glue, and some print processes are also challenging. Acrylic edges can be rough; it’s a lot of work to smooth them out, and I don’t like to see flaws such as fingerprints or scratches…”
C&B: “How do you ensure that each piece of stationery aligns with the overall theme and style of a wedding?”
MI-C: “By listening and getting to know a little about the couple. There’s always an initial consultation to gather as much information as possible to help with the design process. When I am working with a planner, I usually follow their lead and they’ll send us inspiration or mood boards. It’s a very collaborative design process. For me, it’s not about pushing my aesthetic onto the client but rather helping them tap into a vision and then bringing that to fruition…”
C&B: “Do you offer a range of services beyond invitations, such as seating charts, programs, or day-of stationery items?”
MI-C: “Absolutely! Day-of printed materials and branding are so important. We offer envelope guest addressing, assembly, and other items with variable data. Custom signage, seating cards, menus, programs, favour tags, cocktail napkins, bar items like stirrers and coasters, personal stationery…”
C&B: “Looking back on your impressive career as a luxury wedding stationer, is there a particular project or client that stands out as especially meaningful or memorable to you? Could you share the story behind that project, what made it unique or challenging, and why it holds a special place in your professional journey?”
MI-C: “There are so many projects that I feel personally connected to, each individually unique and special. The ones that are a challenge, the ones that start off as asking ourselves “Can we do that? Will it work?” – those are significant because they prove we can push the envelope and transform something into much more than just paper. There really are so many meaningful projects, I don’t think I could ever pick just one…”
CONTACT: http://www.artscrollprintingnyc.com
*Artscroll, located at 230 West 41st Street, Level B, New York, NY 10036, offers a refined line of luxury wedding stationery that caters to discerning clients in New York City and beyond. Their wedding collections feature elegant invitations, and personalised save-the-date cards, each designed with meticulous attention to detail and a sophisticated aesthetic. Using high-quality paper, classic calligraphy, and timeless motifs, Artscroll’s wedding stationery blends tradition with contemporary elegance, making each piece a memorable part of any wedding celebration.
