Joester Loria Group (JLG) has been selected by American Greetings to lead its efforts in extending its celebrations brand, Papyrus, into new product categories.  

“As Papyrus customers and loyalists, JLG is delighted to work with American Greetings to bring collections of Papyrus brand extensions to market,” says Debra Joester, president, Joester Loria Group. “We believe there is great potential to tap into the Papyrus mantra of ‘Express Beautifully’ and provide millions of Papyrus consumers more ways to enjoy the brand with beautiful products for gifting and self-purchase.” 

Papyrus has been delivering an assortment of celebrations products since the 1950s, JLG – in collaboration with the Papyrus brand team – will lead the effort to extend the brand into new categories such as home décor, gifting, apparel, fine jewelry and bath/body. 

“Papyrus consumers choose the brand because of its distinctive design and high-quality craftsmanship,” says Lisa Wascovich, executive director, Papyrus. “These characteristics will be essential to uphold as we explore partnerships that can help the brand move into new categories. Our loyal customers – or ‘Enthusiasts’ as we call them – trust that Papyrus will help them elevate the celebrations that they have with family and friends through the sharing of unique, beautifully-designed products. They give Papyrus because it shows how much they care and cherish that relationship. We are excited about the opportunity to offer our Enthusiasts additional ways to infuse the brand into more aspects of their lives through a portfolio of lifestyle products.”