Script and Scribble Pens New Catalog

Cataloger Script and Scribble hopes to write its way into moms' hearts and pocketbooks.

Last week, the Miami-based company mailed its third catalog of personalized stationery, invitations, announcements, note cards, gift stickers and return address labels. However, unlike the first two efforts, which carried only a limited selection of gift items, the latest catalog carries a much wider selection of gifts, founder/president Lourdes Reich said.

These include personalized plates, growth charts, pillows, aprons for children and a wider selection of notepads and stickers.

Every item in the catalog and on the Web site, scriptandscribble.com, is made to order. Shoppers can choose the color, type style and the message that appears. Prices range from $20 per item to $200.

Ms. Reich said she got the idea for the catalog because she loves stationery and feels there are many people like her, even in the age of e-mail.

"My children go to school, and I must receive at least 20 party invitations a year," Ms. Reich said. "People still send out birth announcements because they are so special."

Plus, it's important for a child to learn how to write a thank-you note at a young age, she continued.

"Having his own personalized stationery makes it a lot more fun and interesting," she said.

The catalog's target audience is mothers with children up to age 12.

The mid-June book mailed to 40,000 names that were a combination of house file names and prospects. Script and Scribble has been testing various catalog lists that cater to mothers. The first catalog last September also mailed to 40,000 names, and a holiday book went to 50,000 names.

Ms. Reich works with various small vendors to create the stationery. Some items are hand-painted while others are printed via offset, letterpress or digital printing. Orders typically take seven to 10 days to fulfill.

Script and Scribble will mail another catalog in July. Others will follow in September, October, November and December.