Photo courtesy of Dear Annabelle
Rooted in a love of handwritten notes and everyday rituals, Dear Annabelle offers a fresh take on timeless paper goods. Founded in 2019 by former Town & Country editor Marcie Pantzer, the New York-based brand blends classic design with playful charm—think monogrammed notecards, cheeky place cards, and stationery that feels just as luxurious as it is fun. What began as a personal love letter to her daughter (and to the art of correspondence) has grown into a thoughtful collection of pieces for gifting, gathering, and staying in touch. We sat down with Marcie to talk about the inspiration behind Dear Annabelle, unexpected bestsellers, and what’s next for the brand.
Photos courtesy of Dear Annabelle
Q&A With Dear Marcie Pantzer
Kassatex: Can you share the story behind the name “Dear Annabelle” and its significance?
Marcie Pantzer: Landing on a name is one of the hardest things about launching a business. You don’t only have to find something that’s memorable and catchy, but it also has to be available from a legal perspective. When we finally settled on Dear Annabelle, it just felt right. It was a love letter to my daughter, whose name is Annabelle, and to the antiquated yet timeless art of correspondence itself. I had one friend tell me our name was terrible and that I should change it, stat. Thankfully I didn’t listen to her; the name has really grown on me and I think it has really resonated with our customers, too.
Kassatex: What was the first collection you launched, and how was it received?
MP: We launched in September of 2019 with notecards and notepads. We had 12 original notecard designs, which we grouped into collections— Monograms, Motifs (cute illustrations), and Expressions (witty sayings), and Notepads. It was apparent that people were excited by the brand from the start— I think it felt novel for such a luxury product to be so fun, witty, and sometimes a little crass. People also responded to the colors, variety of designs in each box, and our signature envelope liners.
Kassatex: How do you approach designing new collections while staying true to the brand’s aesthetic?
MP: It has been so fun to expand our product offering— we now make gift wrap and tags, entertaining essentials, and are always coming up with new stationery designs. With each new product, we make sure to stay true to our aesthetic and identity. We try to keep our colors and typefaces consistent but use them in new ways. We aim for that sweet spot where sophistication and beauty meets fun and delight— everything we make feels luxe, fresh, and a little bit girly.
Photo courtesy of Dear Annabelle
Kassatex: Are there any unexpected best-sellers that took you by surprise?
MP: I have been shocked by how well our place cards have sold over the years. I’ve always loved seating my parties, but I didn’t think it was so common these days. I originally created them because it was notoriously hard to find place cards – I used to buy little solid cards from Paper Source and do the designs and names myself. It goes to show you that if there’s something that brings you joy but isn’t readily available, it would probably make a great product.
Kassatex: How has Dear Annabelle evolved since its launch, and what lessons have you learned along the way?
MP: Dear Annabelle started off as a direct-to-consumer brand, but we quickly realized that selling to small stores across the country and ecommerce platforms was a better brand strategy. People love seeing, touching, and connecting with our products, and we love being a part of the thoughtful curations in these boutiques. We’ve also added a number of products in the gifting and entertaining categories, many of which were inspired directly by our customers. We have learned to listen to our customers when they ask us to make something specific—they are the best barometer for what’s missing in the marketplace.
Kassatex: Can you give us a sneak peek into any upcoming collections or collaborations?
MP: We are working on so many fun things! Most imminently, we are launching a fabulous pen set any day now. We’re also making some super cute new notecard sets for tennis and Mahjong enthusiasts. We are working on a gorgeous candle collection, poured in porcelain vessels from Belgium. And we’re considering making a line of desk accessories including picture frames.
Photos courtesy of Dear Annabelle
Kassatex: What trends are you seeing in stationery and personalized gifting, and how is Dear Annabelle adapting to them?
MP: As our world becomes more digital, I think that tactile things matter more. People want products that they can touch and hold and save and cherish. Our personalized products continue to sell extremely well— people want to make things their own.
Kassatex: What’s your ultimate vision for the future of Dear Annabelle?
MP: World domination! Just kidding. I want people to think of Dear Annabelle for all of their gifting, correspondence and hosting needs. We want to make the most beautiful products that you feel proud to give to your mother, neighbor, or best friend—or indulge in as a special treat for yourself. I would hope that a decade from now, our brand would have great name recognition in the luxury space and have several boutiques around the country showcasing the brand in its entirety.