If someone had told Patti Renner three years ago that she’d be a successful entrepreneur today, she would have told them they were … right.
While she didn’t set out to start a company, Renner says she always knew she could be a capable owner because of her business background.
“The first time I ever worked retail was in my own shop, so this is a new thing for me. But I always wanted my own business, and my 10 years of experience in printing, public relations and print journalism enhances what I offer to my clients today,” she says.
Besides that, she followed her intuition and eased into business ownership, but jumped when taking a risk felt safe.
Renner explains that in 1996, while working in a male-dominated environment as an automotive magazine editor, she wanted to find a way to balance that with her femininity. So she started selling wedding invitations as a hobby. The niche was so enjoyable that Renner eventually quit her editing job to nurture her sideline specialty.
Since moving the hobby from her sofa to retail space, Renner’s endeavor has surpassed the parameters of her comprehensive business plan for Renner’s Invitations & Stationery LTD.
“I’ve jumped so far ahead of it that it needs to be re-written. That’s on the ‘B-List’ of my Franklin Planner notes,” she laughs.
It was June 1997 when Renner took the venture from her family room to a 400-square-foot space in the Wallhaven building at West Market and Exchange streets in Akron. Four months later, she secured larger quarters there. Then, when the PIP Printing shop in her building went out of business last June, she took over its 1,400 square-foot retail space to further expand her company.
“According to my business plan, I was ahead of schedule in my goal to be in a larger retail space that could accommodate more walk-in traffic. But, I took a deep breath and jumped, and it’s worked out beautifully,” she says. “In three years, I’ve gone from my couch and a couple of sample albums to this retail space and a larger product line.”
Today, Renner sells everything from personal invitations to corporate literature and fun, artsy items. And she signs paychecks for four part-time employees. She confides that one reason her company is successful is because she brought her “family room philosophy” to her retail setting.
“If I could put my finger on one thing that’s been a major ingredient to the success, it’s that we treat our customers like family. I want to have my family room atmosphere in every part of my business.”
To that end, Renner purchased two love seats to use during consultations.
“We also have three tables with comfy, upholstered chairs and a fridge stocked with soda. We like to have people come in, hang out and relax while we brainstorm what will work best for them,” she says.
Renner says she doesn’t consider herself or her staff as salespeople, rather, as “assistants” who help customers succeed in their event-planning endeavors — whether it’s a wedding or a corporate event.
“I educate my staff about printing processes and all the things that go into the manufacture of the products, so they know why an order might take a week to come in, or why there may be an extra charge for something.”
Just as her printing background is an asset to her business, Renner says she’s “an etiquette geek.”
“Probably 60 percent of our business is wedding focused. So whether customers want to be very ‘Martha’ about their weddings, or traditional, we give them as much service, advice and care as we possibly can.”
That includes an Internet site that differs from others related to her specialty. Renner says that while performing demographic research, she learned that 80 percent of today’s brides research on the Internet, but purchase locally.
“I wanted to make sure we had a presence that did more than list the designs we carry. So I also include good media information for wedding planning and lists of items they may need or ideas they might consider to enhance their event.”
Renner is adding e-commerce to her site to facilitate online purchases of everything from custom-printed wedding and party invitations to business cards and corporate announcements.
“That’s more of a convenience for our clients, because I prefer that orders come through the shop before they’re shipped to the customer, so I can check and make sure it’s what they wanted. Some clients prefer to point, click and have it shipped, and others want more of a personal touch. This way, we can accommodate both.”
While her business was initially 100 percent wedding related, Renner says the pie chart split as the product line expanded. Now there are stationery items for personal, social, religious and corporate events, and fun items such as custom party favors and whimsical, personalized lunch bags for schoolchildren.
Growth plans include becoming a full-service source in current categories, as well as in home entertaining and births.
“I’m also increasing inventory in pocket areas where people on their way to a party can run in and buy a gift, or if they’re working on a corporate event and want something different than the classic formal or the laser stationery printed by their office manager.”
The product catalogue she’s developing will include corporate gifts, both conservative and artsy.
“If people want to send their clients something other than the typical fruit basket or Omaha steaks, we’ll have something that complements their image and industry, something more unique, fun and memorable.”
Renner credits much of the company’s success to her spouse. Bob Renner is a 49-percent owner in the business, but has his own career as a CPA at Brockman Coats Gedelian & Co. in Akron.
“He assists me with buying decisions and advises me on my fiscal responsibilities,” Renner says. “I tend to be more arts minded, so he’s my grounding agent, helping me see things better from a business perspective when I get so excited about the many wonderful things we’re getting into as we grow.”
After evaluating customer preferences and best-selling designs, Renner is updating her product lines to include items that are “more hip.” She’s also revamping the look of her retail space.
“People come in the shop and say, ‘I’ve never seen this sort of thing in Akron,’ or, ‘I’ve only seen this in New York or San Francisco, and isn’t this wonderful that it’s here.’ They’re impressed by the product offering we have, so I’m making the rest of the shop better reflect that hip image.”
As for the sofas, Renner assures, “They’ll stay!”
How to reach: Renner’s Invitations, (330) 836-0377 or www.RennersInvitations.com
