Stationery designer and artist Ellie Snow has known she wanted to be a graphic designer since she was in middle school. However, the journey that brought her to where she is today – operating as the one-woman powerhouse behind the popular wedding paper goods company, Hello Tenfold – was more organic than it sounds: “I had just designed my own wedding invitations, and I shared them on my blog,” Ellie explains. “People started asking me to design theirs, and then it just sort of grew from there.”
Ellie opened shop in 2009, but she didn’t go full-time with her stationery efforts until unforeseen circumstances pushed her to take things to the next level: “I think the biggest push was that I had a graphic design job at the time, and the firm laid off all of their employees,” she says. “I was doing invitations on the side, and then I suddenly had to figure out how to make it work. I felt really passionate about it, so in retrospect, it was probably the best thing that could have happened.”
Creative couples and admirers of Ellie’s modern-meets-traditional design aesthetic would most definitely agree. Learn more about this maker’s inspiration, and her process for pushing designs forward in the trend-driven wedding industry.
When did you become interested in graphic design?
I decided when I was in middle school that I wanted to be a graphic designer, so I always had that in the back of my mind. When I was in high school, there was a college that I really wanted to go to, but they didn’t have a graphic design program, so I majored in art instead. My concentration was printmaking. After I finished school, I taught myself the Adobe Creative Suite and pieced together a few part-time jobs in graphic design. That’s actually why I started my blog – because I wanted to learn more about graphic design, and I was constantly looking at other people’s work and figuring out what I liked.
What drew you to the wedding industry?
I think part of it is that I love making a physical thing to hold, and when I was working as a graphic designer, I designed a lot of logos and websites – things that weren’t physical. Making wedding invitations was a great way to merge my love for graphic design with my desire to produce a tangible item. I also really loved the challenge of creating an invitation suite: There are so many different pieces, and they have to be cohesive, but not matching. Figuring out how to design 15 things that go together (but aren’t exactly alike) is a really fun part of my job.
You describe one of your specialties as “bridging the gap between traditional and modern.” How do you do that?
I definitely have a modern kind of aesthetic and I love modern art, but weddings are a place where a lot of traditions come into play; your wedding invitation still needs to look good in 50 years, you know? I hope that my work has some element of timelessness without feeling stuffy or too classic. I want the bride to really love the invitation, but I want her mom to love it, too. I don’t want it to feel too traditional or too modern.
Can you walk us through your design process?
My design process usually starts with gathering a lot of inspiration. I’m a Pinterest junkie; I also really love Instagram. I try to come up with an aesthetic that I’m trying to go for with the suite, which requires pulling elements from a lot of different things. It’s a lot of collaging. The next part is figuring out patterns and fonts, and just sort of piecing it all together. Once a design is photographed and put up for sale, people contact me for pricing information, and we sign a contract. Most people make changes to the design, whether in the colors or fonts or papers – and then there are different printing methods to choose. We work together on proofs, and then the couple signs off on the proof. I work with a bunch of different printers, depending on the project, and everything gets printed and shipped to me for any kind of assembly, like envelope liners, ribbons, and that kind of thing. Then I package everything and send it off.
What is your process for collaborating with a couple?
Most people choose a design from the shop, so by the time they come to me they sort of know what they’re going for. I might guide them a little bit in font choice or color choice, and sometimes the paper and the printing is something that we need to talk about. I do a little bit of custom work, so when I work with a couple on a brand new design from scratch, the process starts with a lot of imagery sharing, and a lot of conversation about what they’re going for, and the look and feel of their wedding. That process is fun, but I only take on a limited number of custom projects per year.
Do you have any advice for recently-engaged couples for when and how to order their paper goods?
Most people need to get their invitations in the mail roughly two months before their wedding, so work backwards from the wedding date. Consider whether you want letterpress and foil or flat printing, because letterpress and foil take about twice as long to make, compared to a flat-printed invitation. Another thing to consider is whether you’re working with a calligrapher, and how much time the calligrapher needs for your envelopes.
Where do you work?
I have a studio downtown that I share with my husband (who works as a graphic designer), as well as a photographer. This is my third or fourth studio in the past five years; in the last couple of years, it’s been the three of us working in one big room. This new space has separate offices, so it’s been really fun to make it my own. I’ve taped inspiration and paintings to the walls, and it’s really fun to walk in first thing in the morning and feel like it’s a creative space that’s totally my own.
What are some of your most popular designs today?
My most popular design is Flora, which is based on some vintage floral engravings. We usually print it in jewel tone colors, and it has a really dramatic, unique layout. The flowers take up three-quarters of the invitation, and then the text is at the bottom. It’s a modern layout, with a more traditional illustration. It’s a nice mix, and it has a little bit of drama, which I like.
Are there any trends you’re seeing right now, in terms of what is selling in your shop or what couples are looking for?
Gold foil is a huge thing, and florals are also really in right now. It’s interesting to see designs that were enormous, hot sellers three years ago that don’t sell at all anymore. The weddings industry is very trend-driven, so it keeps me on my toes.
Is there a specific time when you focus on coming up with new designs?
I used to just fit it in throughout the year, as needed, but it’s really easy to get caught up in fulfilling orders and not make anything new. So, now I actually set aside Wednesdays as my design days. It’s really nice to have a whole day dedicated to creating new work.
Can you tell us about your proudest achievement as a small business owner?
I’ve been featured in a few magazines, like Martha Stewart Weddings, and Brides magazine, and when that happens it feels so great; it feels really validating. Those are magazines that I read, and having my work printed in them is so amazing.
Are there any other creative pursuits that interest you, or that you’re currently practicing?
I have been making a lot of time for painting these days. I took pottery classes for a few years; that was really fun, but lately I’m into painting. I’m doing some abstract painting, and also landscapes. I take a painting class once a week, and that’s been really cool.
What are some of your goals for the future?
I would love to branch out and do more everyday stationery and thank-you cards. I would also love to sell some art prints someday, and I love the idea of pattern design and working with fabrics.
Follow Hello Tenfold on Facebook, Instagram, Pinterest, and Twitter.
(Lead image and invitation suite photo by Lissa Gotwals, styled by Michelle Smith; portrait and studio photography by L’Amour Foto)
Shop Hello Tenfold
133 comments
elle and belle Forster from elleandbellejewelry said 4 years ago
Your work is beautiful, Ellie. I love the modern meets tradition style! All the best!
Francine from HomespunHeartofMine said 4 years ago
Your designs are STUNNING.....such a diverse selection for couples to choose from!!! Congratulations on the feature and blessings for your continued success!!! :D
Sue from SuesAkornShop said 4 years ago
Lovely items! Congrats on the feature.
Nakkashe from Nakkashe said 4 years ago
Lovely work, congratulations...
Theres from MoonyWool said 4 years ago
Lovely stationery and your studio looks great as well. Really inspiring story of yours. Congratulations on your feature.
Sally from SallysVintageKitchen said 4 years ago
Beautiful shop! Congratulations on the feature!
Megan from MegansMenagerie said 4 years ago
Beautiful work! Congratulations on the feature!
Diana from LeSeForYou said 4 years ago
So beautiful! CONGRATULATIONS!!!
VT from HandmadeTrend said 4 years ago
Lovely stationery and shop. Congratulations on the feature!
Renee from RandMhandmade said 4 years ago
Your shop is beautiful..Congratulations!!
Michela from LilyandFern said 4 years ago
Stunning design! Congrats :-)
TropicalGarden from TropicalGarden said 4 years ago
Beautiful work and shop! Congratulations on the feature!
Christine Saray from Thouartlovely said 4 years ago
I really enjoyed reading your story:) I love your work and admire your achievements. Congratulations on the feature!!
Kristi from KristiBags said 4 years ago
Your work is beautiful! Thank you for sharing your story with us! Kristi
Mike and Jess from JessiesOrientalRugs said 4 years ago
Beautiful work, I love your designs! Congrats on the feature!
Chen Xiaojun from SamgharamaStudio said 4 years ago
Beautiful work! Congratulations on the feature!
Susie from ShoesbySusie said 4 years ago
I love your flowers! Beautiful work! I wish you the best!
DeUno from DeUno said 4 years ago
Great shop! Lovely design! Congratulations on the feature!
Tim Condron from InOro said 4 years ago
Fantastic work! It's amazing the turn of events that led you to your new found business! Congrats on making it happen and all the best for a stellar future!
Jeannie from heartfeltwhimsy said 4 years ago
Great job! Congratulations! I love that blue fern invitation in your shop... so pretty!
Amy Gunderson from amysfunkyfibers said 4 years ago
Wonderful! I really love your floral designs- they would be great for every day cards! The best to you and your success!
LivingVintage from LivingVintage said 4 years ago
Wonderful creative designs. Congrats.
benna and hanna from bennaandhanna said 4 years ago
Beautiful and inspiring. Congrats and more blessings!
Adriana from Karavakishop said 4 years ago
Beautiful designs and shop!! Congrats on the feature:)
ThriftyLife from ThriftyUpenyu said 4 years ago
beautiful work - congrats
P. J. C from Alwaysacause said 4 years ago
Congratulations!!! Absolutely gorgeous!! So wonderful to do what you love.
DivineOrders from DivineOrders said 4 years ago
GLORIOUS! Congrats on the feature. Thank you Ellie for sharing your wonderful journey, amazing inspirations and beautiful designs with us. Peace.
Cathy from msbijouxbeads said 4 years ago
Lovely designs! Start to finish, congratulations on the feature
ACR from IntoTheBluePaintShop said 4 years ago
Lovely work, congrats !
Krista from PinkCottageStudio said 4 years ago
I love the colors surrounding your work area..... Congrats on your Etsy feature!
NeatoKeen from NeatoKeen said 4 years ago
Your designs, choice of fonts, textured paper, composition...all perfection. I have two daughters and I am definitely filing your shop away for future use! Congratulations on the well-deserved spotlight. Wishing you continued success!
Kashuen Collectibles from Kashuen said 4 years ago
Beautiful shop. Congratulations on the feature.
Valentina . from Exclusive72 said 4 years ago
Congratulations on the feature! Beautiful work!
Shulamit Raanan from ShuliDesigns said 4 years ago
Congrats on a great feature! You are so talented... I love your work!!!! :-) I wish you all the best in the future!
Gregory Morris from HavenAmerica said 4 years ago
Nice story, you have a great mix of art and design, keep it up. Congrats on your Etsy feature.
Dorothy from JewelrybyDorothy said 4 years ago
Congrats on the feature! Beautiful!
Megan C from AlaskaBagCompany said 4 years ago
Congrats! Beautiful work
Dyan Smith from JoDeePetites said 4 years ago
Your stationery is gorgeous. Congrats!
accentonvintage from accentonvintage said 4 years ago
Beautiful designs! Congrats!
Jacqueline from JacquelineTribble said 4 years ago
Gorgeous work! Congratulations on the feature!
Priscilla from Gardenmis said 4 years ago
Loved reading your story, your work and studio are gorgeous! Congratulations on the feature and best of wishes for success in all your future adventures :)
Tim and Brigita Cornwell from jacobswoodentoys said 4 years ago
Beautiful stationery. Congrats on the feature! Well deserved.
Olesya Bagriy from BelkaUA said 4 years ago
Great work and shop! Congratulations on the feature!
Monica from ThreeBarDGifts said 4 years ago
Congrats on the feature! Your designs are lovely! Best wishes!
Zoui from XZOUIX said 4 years ago
such a beautiful stuff! thumbs up :)
Renata Sponn Design from Sponndesign said 4 years ago
Absolutely gorgeous! Congrats on the feature?
Cheridah Spaulding from CheridahSpauldingArt said 4 years ago
Beautiful work. Happy painting.
Jeanne B from PruAtelier said 4 years ago
Such beautiful work....as an unabashed floralista myself, I just love those botanical pieces! Congrats to you and good luck!
Ellie Snow from HelloTenfold said 4 years ago
Thanks for featuring me, Etsy! And thanks for your sweet notes of encouragement, all!
Natalia from KMalinkaVintage said 4 years ago
Awesome work! Great featured! Congrats :O)
Snazzy Living from Snazzyliving said 4 years ago
Beautiful work. congrats
Sherri from ButterflyFeetDigital said 4 years ago
Lovely work, congrats on the feature!
JOANNA from BUSTANI said 4 years ago
Congrats! Beautiful work
neopolitanhawaii from neopolitanhawaii said 4 years ago
congratulations on everything. Amazing work!
Nadia B from BasicKnitwear said 4 years ago
Congratulations on the feature!
Wiigora from Wiigora said 4 years ago
congratulations on the feature!!! beautiful work!
Helena Rakhuba from hereandnowshop said 4 years ago
Beautiful work! Love your studio - so airy. Congratulations on the feature!
Ana R. from ongoodroads said 4 years ago
LOVE LOVE LOVE your story. And your work is so beautiful!! Great job!
Etrennes from Etrennes said 4 years ago
Beautiful work! Wishing you all the best for continued success!!!
Martha from PapelVivo said 4 years ago
Congrats on the feature! So well deserved! I've been an admirer of your work for years. All the Best Ellie!
aressa from OriginalBridalHanger said 4 years ago
I love your work! Thanks so much for sharing...Congrats on your success!
little Lia from LittleLiaGraphic said 4 years ago
Love the beautiful design :D congrats on the feature!
kim rhodes-thomas from pinksnakejewelry said 4 years ago
Great Post!! Lovely Designs!! Congratulations on the Feature!
Contrina Hyers from ArticFoxArtistry said 4 years ago
I find your work very inspirational! Congrats!
Anastasia from percivalroad said 4 years ago
just wonderful - congrats!!!
Jafeth Moiane from handicraftafrica said 4 years ago
Beautiful work. Congrats!
Meda Halmaciu from InvitatiiCouture said 4 years ago
Awesome story. Thanks for sharing. So much of it felt like my own story.
Georgia from JewelMeShop said 4 years ago
Great Work! Congrats!
Rhonda Stubbs from RhondaCorner said 4 years ago
Very nice story and your shop looks great. Thank you for sharing your story and I wish you the best of luck on your future endeavors.
Julia K Walton from FireHorseVintageHQ said 4 years ago
Lovely designs - I'm sure they would look great as prints and fabrics, too :o)
Relly from RelsFindsNapaValley said 4 years ago
Hello Tenfold, you have very impressive designs and I love the color selections. Congratulations!
Richard from LeedsRadio said 4 years ago
Stunning shop and beautiful items. Congratulations.
Sara from UrbanFarmhouseTampa said 4 years ago
Beautiful items! Love your shop.
Tsvetelina Radkova from BlumeArt said 4 years ago
Hello, you have very impressive designs. Congratulations!
HummingbirdCraftsLLC from HummingbirdCraftsLLC said 4 years ago
Very nice! Your designs are beautiful. Your shop-A true inspiration! Keep up the great work! Congrats! :)
Christina from TheWildPlum said 4 years ago
Wonderful! Congratulations!
Judy W from JudyHandmadeCreation said 4 years ago
Beautiful work! Congrats on the feature.
Tempy from UrbanGreyWhale said 4 years ago
Wonderful! I love that your designs start with hands on drawing and painting and you use your graphic skills to turn them into something new xx
Aga from AgasJourney said 4 years ago
Beautiful work. Huge congrats and best wishes
Nicole from KarmaCodeOne said 4 years ago
beautiful inside and out !
Vintage Happiness Time from VintageHappinessTime said 4 years ago
What a great idea to set aside a design day.
HydrangeaJewelry from HydrangeaJewelry said 4 years ago
Beautiful!!!
June from isewcute said 4 years ago
Lovely work! Congrats on the well deserved feature! Your story is inspiring!
VT from HandmadeTrend said 4 years ago
I am very impressed with your designs. Beautiful shop. Well deserved exposure. Congrats!
Dale Coykendall from LizzyClara said 4 years ago
Really beautiful work. lt is so wonderful to see ORIGINAL design and art
Carol from MasCollected said 4 years ago
Lovely product, splendid feature. Congratuations!
Proton ThreeD from Proton3D said 4 years ago
beautiful work, congrats!
Jennifer and Gary Pierce from LoftAtticEarth said 4 years ago
Your designs are beautiful. Wishing you all the best with your business and your painting!
viena bone from bonesreusablebags said 4 years ago
Your designs are so classic, with a twist ; ) congrats on the feature and your success
Inbar Lehavi from Burlinca said 4 years ago
Lovely products! Congratulation :)
Jakub Chmielniak from MrGuguMissGo said 4 years ago
Beautiful work and shop ! :)
Masha Oleynik from FunnyAmiToys said 4 years ago
Great!!!
UmmNiyatiJewelry from UmmNiyatiJewelry said 4 years ago
Beautiful and lively work of art. Congratulations on the feature.
CasaModa from casamoda said 4 years ago
Congrats!
Cheryl Berry from PretticoateJunction said 4 years ago
Congratulations on the feature and sharing your story for all of us to get inspired by. Beautiful work! I wish you great success.
Pamela Keavney from TwoSparrowsHandmade said 4 years ago
Your work is so beautiful! Love it! Congratulations!!
Valeria from TomDecals said 4 years ago
Beautiful work and shop!
Robert Aucoin from ironartcanada said 4 years ago
Great designs & feature!
Portia from SoftJewelrybyPortia said 4 years ago
Your designs are elegant and beautiful! Your feature is well-deserved. Congratulations!
Elizabeth Knaus from FreshRetroGallery said 4 years ago
Keep up the design and creativity, Ellie Snow!
Koprivarova Slava from SlavArt said 4 years ago
I wish you success!
Nelistudio from NeliStudio said 4 years ago
Your work is so beautiful! Congratulations on the feature!
Genie Melisande from GenieMelisande said 4 years ago
Gorgeous work and photography, congrats on the feature!
Elizabeth Hayton from DeliciousPrints said 4 years ago
wow, lovely things
Foxy Lady from JewelryFoxyLady said 4 years ago
I wish you success!
Lynnhks from Lynnhks said 4 years ago
So sweet and well done!
Cristy Ramos from ArtisanBathandBody said 4 years ago
Beautiful shop! Congratulations on the well deserved feature. I've been admiring your shop for quite a long time! Wishing you a lot of continued success. Cristy ♥
Jonas Zibler from FoxieKitchen said 4 years ago
Superb. Keep them rollin:_)
Chen Xiaojun from SamgharamaStudio said 4 years ago
Creative shop, Congratulations on the feature!
Deb Vasbinder from BabyCuteBaby said 4 years ago
Very Beautiful work! Congrats on your feature!
Lydia R from LydiaRedovnikovic said 4 years ago
Beautiful work! and what an inspiring story! I wish her best of luck and lots of sales on etsy
BHdigitalBox from BHdigitalBox said 4 years ago
I love you design,Beautiful work,congrats! I wish you success!
Naomi from Lothirielle said 4 years ago
Congrats on the lovely feature! I love your work space, and your designs are inspiring!
Yulia Gorobets from NotebookForDreams said 4 years ago
Beautiful work!
Arty By Romy from ArtyByRomy said 4 years ago
Beautiful work, thank you for sharing your experience. I am just starting on Etsy, let's see what future will bring me.
Niki from CaramelAppleBooks said 4 years ago
Cool!
laurencemcintyre1 said 4 years ago
Etsy has prime merchandise !
Anneli K from WhimsicalDesignZA said 4 years ago
Beautiful Stationery!! I also like your product photos. Very inspiring for me as a newbie ;-)
Patti Trostle from PattiTrostle said 4 years ago
Beautiful work!
Denise Elliott Jones from DeniseElliottJones said 4 years ago
nice!
Hajira Gibb from HajiraKG said 4 years ago
Very elegant and beautiful.
UNEMPLOYED Custom Orders Wanted USA Made Superhero Cufflinks Wedding Jewelry from boloties said 4 years ago
Beautiful items! Congratulations on business feature and success!
YOUNG from IONstudio said 4 years ago
Wonderful design! Congratulations!
Rasa Rabaciene from PRINTDECOstudio said 4 years ago
Wonderful work! Congrats!
Daisy Sue from Haohaopearls said 4 years ago
Very interesting!!!
Daisy Sue from Haohaopearls said 4 years ago
Love it!!! Many thanks for sharing~
Antonio cariola from terracottediantonio said 4 years ago
Beautiful
Unforgotten Dreams from Unforgottendreams said 4 years ago
Wonderful!
Suzanne Borel from CactusLimon said 4 years ago
Beaytiful
Bill Llib Suwimon P. from KiddodogByBill said 4 years ago
Wow.. stunning work, lovely design!
Jeanne B from PruAtelier said 4 years ago
Beautiful work! Your florals, especially the one pictured in the 6th picture, are expecially wonderful! Congrats to you!
Flair Nouri from FlairPaintings said 4 years ago
lovely shop!!! very nice story, good luck!
Stephanie Allen Heirloom Hourglass from UnitySandCeremony said 3 years ago
Beautiful & Inspirational!