Exactly 10 years and 10 days after opening the popular Red Barn Mercantile, Amy Rutherford ventured out with another boutique shop in Alexandria, one that harkens back to the days of analog with products that still have a strong niche following today. Penny Post, almost a year old, brings the focus back to pen and paper, and community.
“Going back to pen and paper in such a tech world seems counter-intuitive, and no one has said to my face, ‘You’re crazy,’” recalls Rutherford of her decision to move forward with her next business. “While I have my MacBook and iPad and all those Apple products, I truly believe in the good, old-fashioned pen and paper. There is something really tactile and calming about that, and almost reassuring. Much like Red Barn has a vintage, casual feel, we wanted to recreate that but in a more modern way with Penny Post.”
Rutherford had community at the forefront of her mind when envisioning Penny Post, and she knew that those who were in the cult world of pens and paper also carried a certain longing for old-school communication and face-to-face interaction, which is why there is a large creativity and community component to the store. There is a Correspondence Club that meets the first Wednesday of every month, then there are demonstrations and workshops that hit the calendar throughout the month as well, like book binding, paper cutting and bullet journaling.
“We believe giving someone that space to belong and connect with others is very important,” says Rutherford. “This is another way to connect with people you care about in a highly personal way, more so than a text or Facebook post, and I think people are longing for that.”
But the store does also function as a store, carrying the best of the pen and stationery world, from hip L.A.-based brands to tried-and-true products. At Penny Post you’ll find Midori paper, Rhodia journals, Rifle Paper Company weekly jotters, notepads, pins and greeting cards, Appointed and Traveler’s notebooks and products from Sapling Press, Black and White and Red All Over, Iron Curtain Press and Crane Stationery. You can also try out and purchase writing instruments from German brand Kaweco, Swiss brand Caran d’Ache and heritage brand Blackwing pencils. Gift items from Surgarfina candy, Corkcicle and Baggu bags are also available.
No matter what you are shopping for, even if you are just browsing or wanting to try out a workshop, Rutherford wants Penny Post to be a stop for everyone, of all ages. “We had seen through Red Barn that people love writing. We’re finding that more young people are embracing it. In fact, when doing my business plan, it is millennials that are driving this train,” she says. “They want to be introduced and embrace writing because it is novel to them. It’s different. It’s less plugged in and more of a genuine connection with somebody.” // Penny Post: 1201 King St., Alexandria
