The art of correspondence
Words: Tous Mag editor | Image Credits: © Amaretti Design |
Tous Mag caught up with Valeria Armeni from Amaretti Design - an independent luxury stationary brand - to discuss their range of handmade unique cards which double up as miniature pieces of art to be collected or framed. Read the full interview, below!
Tous Mag: What first ignited Amaretti Design?
Amaretti Design: After moving to London in 2007, and working as a freelance illustrator and designer for a few years, in 2013 I founded the stationery brand Amaretti Design with the idea of creating functional and unique paper goods that could add a new value to the art of correspondence, journaling and gifting. Amaretti has somehow combined my love for material, colour and design, and allowed me to draw from my background in Fine Arts.
Tous Mag: What does your range include?
Amaretti Design: Initially, the main focus of the brand was the production of handmade cards, which were individually hand-painted in my East London studio. Over the years I have introduced a new range of notebooks and diaries, as well as litho printed decorative paper and cards.
Today Amaretti aims to deliver beautiful and colourful paper products with a focus on functionality, simplicity and quality, and every collection is mainly inspired by art, design and architecture.
Each notebook, card and paper is designed in London and then carefully produced in Italy with great attention to detail, using either modern printing processes or traditional techniques.
Some of the products are still individually handmade in London, such as the 1919 Cards Collection, which makes each piece absolutely unique.
Tous Mag: Some people might not have the space to store the cards they are given for their birthdays and occasions each year, was it a conscious choice to create cards that can be framed and double up as a piece of wall art?
Amaretti Design: Yes. Amaretti is about beautiful and sustainable paper products designed for the user to keep. The 1919 Cards Collection is a perfect example of this idea: a limited and numbered edition of handmade cards in a large format that are in fact artworks to be collected and framed. So a card that is also a gift to be kept and treasured year after year.
Tous Mag: What do you love most about what you do?
Amaretti Design: Working on special projects and designing bespoke collections have become a very exciting part of my work, as this has offered me the opportunity to collaborate with other brands and great designers over the years. I really enjoy the process of choosing the right materials, paper and colours for my customers and create custom products for them.
Tous Mag: Do you have any advice to any creators or makers wanting to start their own business?
Amaretti Design: Running a business can be really exciting yet overwhelming and scary. As for myself, it took me a while to understand that the best way to learn is by doing things, listening to customers and then make changes if needed. The business environment keeps changing and you need to adapt constantly to it.
