Minted celebrates 10 years of innovation and community spirit at NSS and ICFF 2018

Photos by Charlie Juliet Photography

Minted has come a very long way since Mariam Naficy first walked the Javits Center’s pink-carpeted floors of the National Stationery Show (NSS) in 2007. As she pushed her baby daughter in a stroller, Minted was a budding, disruptive idea in the entrepreneur’s mind, one that she knew had extraordinary potential but would take time to develop.

The next year, Minted launched its first Design Challenge, a save-the-date card competition that attracted 66 entries. Fast-forward to now, 10 years later, and Minted has grown to become a booming international business, attracting thousands of Challenge submissions from its talented community of independent artists who create the designs of everything Minted produces. The Minted artist community now lives in all 50 states and more than 60 countries, and Minted products have grown from its initial offering of custom stationery to also include limited edition art, home decor, and so much more.

As the company and community have grown, so too has Minted’s presence at the National Stationery Show. This year, Minted also exhibited at ICFF, a major home furnishings show that took place simultaneously with NSS at the Javits Center.

Minted artists traveled near and far to attend the National Stationery Show and ICFF. Tanya Peng Lee of Frooted Design, a Minted artist who joined the community nine and a half years ago, traveled to New York as part of cross-country roadtrip from her home in Orange County, California, with her husband and son. “I always enjoy walking the show, but I mostly go to hang out with other Minties,” Tanya says of her fourth trip to NSS.

During the Minted Community Cocktail party on May 21, Mariam shared several monumental announcements with the community, including a forthcoming Minted artist retreat and conference in Las Vegas. “We’ve been talking about a mega Minted meetup for so long, it was almost surreal to hear Mariam’s announcement about Vegas,” Tanya says. “All the announcements were a reminder to me of how much Minted takes the community’s feedback to heart.”

Here’s a recap of four action-packed days of exhibiting new Minted designs at three booths, the annual Community Cocktail party, and the MYK artist breakfast.

The Minted Booth at NSS

The “Black Sheep” Minted Art Mural by Rose Lindo of Edmond, Oklahoma, took center stage at Minted the NSS booth, alongside displays of Minted Greeting Cards.

A handful of examples of Minted’s evolution in innovating new products over the last decade.

The Minted gallery wall—placed atop Minted’s signature reversed books—attracted NSS show attendees seeking an up-close view of Minted Art and framing. We also debuted a glimpse of “collective,” a new art project in development.

A wall of Minted Greeting Cards available for Minted Wholesale orders.

A sampling of Minted gift-wrap combinations


The Minted Booths at ICFF

Minted partnered with American Society of Interior Designers (ASID) to host an electronics charging station for ICFF show attendees. Ilana Greenberg’s “Missed Connections” Minted mural captured interest as the striking focal point of the booth.

Minted art prints from top left: “Bath” by Sue Prue of San Francisco and “Escape Routes #8” by Massimilano Massimo Borelli of Rome, Italy.

We invited Brooklyn Minted artist Ilana Greenberg to paint a live mural at the Minted & ASID booth at ICFF. Ilana replicated her “Abstract Forms” art print.

Ilana Greenberg with her finished work, a replication of “Abstract Forms.”

The second Minted booth at ICFF made a bold statement with the exterior wall mural “Otonio” by Patricia Vargas of Oxnard, California.

The second Minted ICFF booth featured a neutral minimalist gallery wall. Minted Art featured clockwise from top left: “Dance” by Kerry Doyle of Paper Dahlia, “View From York Ave.” by Jinseikou of New York, “Southern Cotton Double Bloom Square” by Angela Simeone of Nashville, Tennessee; and “Drawing 357-Figure From the Side” by Derek Overfield of Fairmont, West Virginia.


The Annual Minted Community Cocktail Party

Party Styling by Natasha Lawler PR

The annual Minted Community Cocktail Party is one of our most anticipated events of the year because it’s the largest annual gathering of Minted artists. This year’s party celebrated Minted’s 10-year anniversary on May 21 at Studio Arte, on 37th Street in New York.

One of the party attendees, longtime Minted artist Erin Deegan, said she enjoyed the party and the artist feedback sessions with Mariam and the Minted team. “This is my first NSS, and I completely regret not coming before. The opportunity to meet so many Minted artists and employees and catch up with old friends was amazing,” the California artist says. “NSS has filled up my creative bucket, and I’m so excited to get home and get back to work!”

The Rainbow Cake from Flour Shop by Amirah Kassem was a party in and of itself!

One of the Minted Art gallery walls included “10” illustrations by Minted artists to celebrate the company’s milestone anniversary.

Minted Founder and CEO Mariam Naficy stands before a timeline representing first-place Challenge winners from 2008–2018.

Minted artists unite! Top left: Allison Kincaid of Pullman, Washington; Christy Bergerson of Itsy Belle Studio (Buckley, Washington); and Angela Garrick. Top right: Lauren Rogoff of New York; Colene Blanchet (Yeah Papers) of Brooklyn, New York; and Carolann Belk Parran (Pink House Press) of Washington, D.C.

Bottom left: Amy Ehmann (one-half of Design Lotus) of Denver, Colorado; Carole Crohan of Tolland, Connecticut; Design Lotus (the other half of Design Lotus). Bottom right: Meggy Masters of New York and Lauren Packard of Brooklyn, New York.

Clockwise from top left: Nina Johnson of New York. Top right: Minted artist Tommy Kwak of New York and his girlfriend, Talea. Bottom left: Shannon Kirsten of Bradenton, Florida, and a friend. Bottom right: Teodora Guererra of New Canaan, Connecticut, Julia Contacessi of Norwalk, Connecticut, and Carol C. Young of Fairfield, Connecticut.


MYK Artist Breakfast

The morning after the Minted Community Cocktail, we invited members of Minted’s CMYK Artist program for the annual MYK breakfast at La Sirena, on 9th Avenue in New York.

From left: Jennifer Gosselin, Minted’s VP Merchandising; Minted artist Eric Clegg of Pleasant Grove, Utah; and Minted artist Laura Bolter of Lenexa, Kansas.

Left photo, from left: Easter Kim, Minted’s Senior Manager Community Strategy; and Svitlana Martynjuk of Lansing, Michigan. Right photo: Jess Franks of Hartford, Connecticut.

Happy 10th anniversary to us all! See you in 2019!

Blast from the Minted Past
Minted Greeting Cards, Children’s Apparel, and Nursery Decor Make Shining Debut at NSS 2017
Minted artists connect at National Stationery Show 2016


About the author: Amy Schroeder, Minted’s Sr. Manager of Community Content, founded Venus, the magazine about women in the arts and DIY culture, and has written for Etsy, West Elm, Pitchfork, and NYLON. Connect on Instagram @thevenuslady.

Published May 27, 2018

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