The key to Schurman’s business and leadership strategy is unwavering
and authentic passion for her product. Schurman says, “people are really
hungry for something real and genuine, and what’s more genuine than a
handwritten note, a personal signature on a beautiful card, or gift that
you can treasure, save, and cherish?” The thing is, this isn’t a sales
pitch, it’s just the truth. As our inboxes become overcrowded and leave
our mailboxes empty save for some junk mail and coupons, who doesn’t get
a thrill at the glimpse of a hand-addressed envelope? In addition to
cards, Papyrus has expanded its gift categories to include bath and
body, as well as fashion and accessories from their new brand Niquea.d.
And Schurman is certainly serious about her products and stores:
According to her employee, she spent Christmas at one of the Papyrus
stores helping put in new carpets so that her staff weren’t alone on
Christmas. That’s a great CEO. So great, in fact, that U.K. Greeting
card franchise Carlton cards asked her to come in and run their stores
as well as her privately held and family company Papyrus. People want
something ‘genuine’ and Schurman resonates just that.

Schurman’s successful tenure at Papyrus looks rosy from where we
stand, but Schurman, longtime female executive and mother of two grown
boys, doesn’t shy from straight talk when it comes to the controversial
idea of women having it all. Commuting bi-weekly between the states and
the U.K., she certainly knows it isn’t easy. “You have to be honest with
yourself about the commitment, and the fact that building a business
requires a lot of time; so the balancing of family and kids is all
doable, but you have to go into it with the mindset and understanding
that it’s not easy,” says Schurman. While Schurman doesn’t have any
regrets, she reminds us that “there’s still an expectation in society
that as a woman, you can do everything and you can do everything equally
well all of the time and it’s just not true.” A handwritten note is
pretty priceless, but for us, Schurman’s honesty is just as valuable.