With the client-planner relationship, there are some that are an instant romance; the chemistry is there immediately and you just ‘get each other’. Then there are those you nurture and build over time, which comes from listening, mutual respect, communication, and trust. I think if you really believe it’s a partnership and work together as a team, amazing things can happen…”
Michelle Iadarola-Cruz, Bespoken by Artscroll, NYC
With nearly three decades of expertise in the luxury print industry, Michelle Iadarola-Cruz is the Head of Retail Social Sales at Artscroll Printing Corp. Balancing the roles of project manager, design collaborator, and trend forecaster, Michelle coordinates the creation of bespoke stationery suites for New York’s most discerning hosts and planners. Driven by a deep commitment to high-caliber customer service, she specialises in transforming premium paper, rich textures, and innovative techniques into tangible, keepsake-quality art that sets the perfect tone for high-profile events…
C&B: “Michelle, summer entertaining expands well beyond weddings – galas, private luncheons, charity events – how do they all broaden the scope of your work?”
MI: “Lately, we’ve been producing a lot of menus, seating cards, and signage for the summer season; I’ve have also completes several branded projects that have had to reflect exactly what the brand represents. Many of the menus for branded projects become more of a conversation piece than a conventional piece. I had a designer send me something recently for a vendor’s private lunch, and she designed it to look like a faceted stone that unfolded for each course. I couldn’t even tell you what they served for the lunch, but the menu itself was so fabulous…”
I’ve always felt we are only as good as our vendor relationships – work without ego. Many stationers prefer planners not to be involved because they feel they will hijack the design or whatever, but I love it. I think they can help keep the client organised and on track with deadlines, and educate them so they have a better understanding of costs, production, and expectations…”
Michelle Iadarola-Cruz, Bespoken by Artscroll, NYC
C&B: “New York draws the most discerning hosts in the world. What does that level of client expectation or perfectionism bring out in your work?”
MI: “New York draws discerning clients all year round; I can’t say that perfection in paper exists; like the comparison of ‘perfection’ in human form – everyone has a different expectation. Our work is always high-caliber – even on the simplest projects, I’ll use only high-quality paper and accenting materials. For me, to meet client expectations, it’s important to be very customer-service driven, listen, and get to know my clients. Some like to be informed every step of the way. Building trust and understanding the clients requirements is just as important as the product itself…”
C&B: “Artscroll has been around for almost 50 years, and all the top planners in New York are your clients. What qualities would you say define collaborations that produce the strongest results?”
MI: “Different planners have different aesthetics; many have in-house designers and are knowledgeable about various print methods. Usually, we sit and go through the scope of a project, and possibly the overall budget and lead time. Collaboration can often be navigating which print methods and paper will produce the best result. Other collaborations can be more intense. Planners with a strong sensibility and an innovative artistic view are always ideal…”
Great design maintains coherence across every piece of an invitation suite. Maybe it’s a hint of a flower, a graphic, or a colour on the save the date that transforms into an embossed or foiled element on the invitation, which then evolves into a shape on the menu. I used to say the save the date is the place where you can be more playful and fun, and that the day-of stationery should match the decor. Now, I love a good, coordinated suite. Coherence can be carried over by just using the same paper and typeface, or it could be a cool graphic that finds its place on all items but in a different way…”
Michelle Iadarola-Cruz, Bespoken by Artscroll, NYC
C&B: “The envelope is the first thing a guest touches. How much creative weight do you place on that first impression?”
MI: “It really depends on the client and how the invitation will be received. I personally love a heavier envelope with an interesting flap and beautiful calligraphy. The post office has made it hard for us to push creative envelope designs. Some won’t even accept darker-coloured envelopes. Many vendors will now put the stationery in a bigger mailer that incorporates the design on the outside. We’ll always recommend clear plastic to keep the envelopes from damage. Many of my clients will have their invitations hand-delivered. We do put a lot of thought into those envelopes since there are no limitations with handling. It’s not only the envelope – the invitation sets the tone for the event. It’s the first introduction to what’s to come. A fabulous invitation is going to have your guests intrigued…”
With both summer palettes and trends, I always recommend that my clients allow the stationery to truly represent them, encouraging them to remain true to who they are and how they want their guests to feel at their event. Events have become much more intentional. If I work with a client who is not so traditional – kind of quirky, but holding a black-tie event – I might recommend a pop of colour, a fun typeface, or incorporating something personal into the design…”
Michelle Iadarola-Cruz, Bespoken by Artscroll, NYC
C&B: “Destination summer events held in the Hamptons, Nantucket, and coastal Maine – they all tend to have a strong sense of place. How do you translate that into the stationery?”
MI: “Paper, colour, and artwork. Specialised graphics or a hand-painted watercolour are helpful. I like to work with paper texture; that is also key. Softer, tactile papers with textures evoke water, sand, and summer, but still feel sophisticated…”
C&B: “Guests do very often want to hold on keepsake-quality stationery pieces; do you produce with that intention in mind?”
MI: “I love to hear that! I’ve always hated the thought of someone tossing away stationery. It’s always intentional; I couldn’t work with anyone who didn’t view it that way. I love to see the appreciation for quality stationery reemerging. Being around long enough to see the market change, the evolution of digital designs, e-vites, and paperless posts is just sad. I understand the need, but there is nothing quite like something tangible…”
ARTSCROLL: http://www.artscrollprintingnyc.com
