alexandra george

Creative Small Business Goals for 2017 with Alexandra

My favorite thing about being a member of Etsy Dallas is growing and learning with other like minded creatives.  We are all in different places on our entrepreneurial journeys, and we learn what works and what doesn't, and support each other throughout.  Alexandra of Wandering Paper Co. is back with a follow-up to her last post with her goals for 2017.  I am so excited to see where her bright and minimal brand goes this year!


A little while back, I wrote a recap of my 2016 small business goals, so this week it’s time to focus on 2017. I can’t wait to share my goals with you, but before I do, I’d like to ask for your help! In order to accomplish these goals, I need some honest feedback from the general public. I’ve created a short branding survey to help guide my decision making for Wandering this year. If you are willing to fill it out, I would be most grateful! Thank you in advance for giving a little bit of time to help make Wandering Paper Co. better. I couldn’t do this without you!

Okay, on to the goals. It’s taken me a while to write this post is because I’ve had such a hard time narrowing down my list of goals. There are so many things I want to do, but some of them are just going to have to wait until next year. After giving it a lot of thought, here’s my final list of goals for 2017:


That's my new branding mood board up there! Now that WPC has a year under its belt, I’d like to thoroughly think through my storytelling and messaging, and build out a recognizable brand that my customers connect with. I put together this mood board to help guide the visual portion of branding, which includes color schemes, materials and textures, typography, and graphic elements. 

I also want to think through the way I choose to tell the Wandering Paper Co. story. This will mean thinking through a few key questions—namely, what sets Wandering Paper Co. apart, why has it been successful so far, and how does it connect with its audience on an emotional level? I’m excited to get started on this goal—stay tuned!


My goal with the WPC Pinterest is to showcase my work, but I also want to create a resource for other aspiring printmakers or creative business owners. The Pinterest page will provide solutions to common business questions and problems with links to helpful articles. It will also have lots of printmaking ‘how-to’ articles and inspiration. Plus, it will have boards dedicated to beautiful global décor examples and light-filled creative spaces to help us stay inspired and dream about the future. I really wish I'd had a resource like this when I was first starting out, so I can't wait to share it!

Follow us on Pinterest


This one's pretty simple. First, I will conduct a study of relevant search terms and keywords though Google Adwords and the results of my branding survey. Then I will optimize the WPC site for these terms with the goal of growing site traffic from Google searches. It's actually a really big undertaking, but it will be interesting to see how it affects site traffic!


Create more prints in the City Streets series, City Skylines series, and Pattern print series to round out each collection. A few prints currently in the works are New Orleans, Austin, and a new Fort Worth print to match the Dallas one. I've also been experimenting with some floral patterns, which brings me to my next goal...


A few items I’m considering: tea towels, napkins, notebooks, and calendars, as well as a line of wedding invitations (hence the florals.) What kinds of items would you like to see? Tell me in the survey!

So, there you have it—my 2017 goals. I’d love to hear your thoughts about these, so if you’d like to help me out, my branding survey is here. Thank you all so, so much for participating and being part of the Wandering Paper Co. story. I can’t wait to get started on these goals and see what 2017 has in store—it is humbling and scary and exciting all at once. Here’s to 2017!

How to Make a Linocut Block by Wandering Paper Co.

Allow me to introduce you to Alex George, new Etsy Dallas member, and creative spark behind the eclectic, multicultural inspired prints and cards at Wandering Paper Co.  

She has thoughtfully prepared a linocut and block printing tutorial, and has given me permission to share.  Enjoy and check out her vibrant shop and blog!

Materials:Speedball Speedy-Carve block, size 4x6"Hard Rubber Brayer Pencil & Paper Adobe Illustrator (optional), Speedball Linoleum Cutter & Assorted Attachments

First, measure a 4x6 rectangle on a sheet of paper.  You can do this quickly by tracing your 4x6 block.

trace a 4x6 rectangle

Sketch out your design in pencil first. After I sketch my design out, I usually scan the drawing and fine-tune it in Adobe Illustrator. If you don't have Illustrator, don't worry, this part is optional.

use Adobe Illustrator to fine-tune your sketch

If you do design your print on the computer, print it out and color in the negative space with pencil. If you sketched your print out by hand, you can skip this step.

color the negative space on your design in with pencil

Now you will transfer your pencil sketch to the rubber block. Carefully lay your rubber block over your sketch so the edges align. Use your hard rubber brayer (or your fingers) to press down on the rubber block so the graphite from the pencil transfers from the paper onto the block.

use a brayer to transfer your design

Lift up the block and use your pencil to touch up any areas where the graphite did not transfer.Now use your linoleum cutter to carve your design out of the block. A few tips: Use the tool in a pushing (not pulling motion) for best results. Also, turn the block, not your hand when making a curved line.

carve your block using linoleum cutters

Voila! Your block is carved, and you're ready to print! 

finished linocut block

Thank you so much for sharing your art with us, Alexandra!  Hop on over to her beautiful blog to see how to use your carved linocut block to print in Part 2 of her series!  Happy Saturday, friends and crafters!