Under The Rowan Trees
So much more….
“It’s lovely to find a small retailer online
with a passion for stationery!”
Under the Rowan Trees is every stationery addicts dream-come-true.
It’s an online stationery shop. Yes.
But it’s so much more than that…
It’s attention to detail. It’s specialist knowledge. It’s finding that must-have pen. Or that one-of-a-kind notebook.
It’s the personal touch. Meeting every customer’s needs and all their stationery whims.
It’s building a community of stationery lovers. Matching them to the best brands and products from around the world.
It’s sowing creative seeds and watching them grow.
I’m Danielle, and you’ll find me Under the Rowan Trees in my garden in Northumberland, working hard on my business and posting parcels of stationery loveliness worldwide.
What started as a hobby (and an escape from the stress of teaching) has become an online independent stationery shop, specialising in products for journaling and lettering. It began with a Facebook page, then an Etsy Shop and now Under the Rowan Trees has transitioned to its own online home on the web with up to 10,000 visitors each month.
The turning point came when I added washi tape to the range of craft supplies in my little Etsy shop and sales soared! That’s when I knew Under the Rowan Trees needed to be an online specialist stationery shop.
So, I’ve branched out to stock selected products from some large international brands like Tombow, Zebra and Royal Talens. But I also love to bring smaller brands, like Archer and Olive (gorgeous bullet journals) and Luis Creations (Moblique 2-in-1 penholders), to the UK.
In summer 2017, Under the Rowan Trees launched a stationery based subscription box.
Three years later, the little nameless box, affectionately known as ‘Stationery Box’, is hugely popular with my community of Stationery Addicts around the world. It’s featured lots of artists, designers and small businesses from the UK – but also Australia and Canada (to name a few!). Every month brings an exciting new theme, keeping things fresh for subscribers and for me. (I just love sourcing all the items!)
The annual ‘Stationery Addict Survey’ happens towards the end of each year. In 2019, I was blown away that over 800 people shared about their favourite products and brands. They gave feedback on their experiences buying from Under the Rowan Trees (attached separately) and I used this to inform business planning. I’ve also adapted buying and marketing to ensure that I offer exactly what my Stationery Addicts most want.
The teacher in me is still passionate about helping my online community unlock their creativity and blossom in a friendly and supportive environment. Many of my customers live in rural areas and live very busy lives. We all know the power of those seeds of creativity to help with our mental health. So, I want to empower my customers to choose the right products for them but also inspire them to try new techniques and educate them to get the best out of their tools.
Purpose Built Office…
After growing to a six-figure turnover in my dining room, I am finally putting down roots in my own purpose-built office with room to store and play with the fruits of my labour. Getting to grips with my products enables me to craft blog posts and weekly Stationery Sunday emails, as well as writing for publications, like Simply Lettering.
My customers love that I am not a giant corporation and that is exactly why I am able to listen to them, be flexible and alter my offering to suit exactly what they would like. It’s important to me that their shopping experience is seamless and enjoyable. I always try to go above and beyond for my customers and love that they feel able to reach out to me with any questions; I’m never far from my phone or computer and have a friendly ‘chatbot’ cat who can help with some queries too.
The loyalty I have been shown over the last three years has been amazing!
We are so much more than a shop owner and her customers; we are nurturing a community in every sense of the word. We hang out in our Facebook group, support one another on Instagram and I’m now rewarding that loyalty with ‘Stationery Addict Reward Points’ which can be exchanged for money-off vouchers and hopefully, in the near future, I’ll offer options for tree planting and TerraCycling for used pens.