What Pencil & Paper does

Pencil & Paper Co. is a privately held, founder-operated lifestyle brand and content platform based in Nashville, United States. The business is built around the personal brand of founder Genifer Sohr and produces curated content across fashion, home décor, travel, and entertaining through an SEO-optimized blog (pencilandpaperco.com), an active Instagram presence (@pencilandpaperco), and email newsletters. The company monetises through five distinct revenue streams: affiliate commissions via the RewardStyle/LikeToKnow.it network on third-party product recommendations; sponsored content and brand collaborations with partners including Mark & Graham, Sail to Sable, Printfresh, Anthropologie, Sugar Paper, Walmart, Dillard's, and Serena & Lily; a paid subscription community called the P+P Creative Club that ships monthly Happy Mail boxes with Friends (free) and Besties (paid) membership tiers; branded merchandise sales (art prints, accessories, bags, apparel) through its owned e-commerce storefront; and event-based engagement such as the P+P Creative Club Launch Party Weekend held in Charleston in July 2021.

The underlying technology is non-proprietary: the website runs on Squarespace, commerce leverages the LikeToKnow.it social commerce app and RewardStyle affiliate network, and there are no disclosed APIs, SDKs, AI/ML capabilities, or proprietary platforms. The go-to-market motion is community-led, with growth driven by Instagram influence, blog content marketing, social commerce via shoppable posts, and the subscription membership, serving a primary persona of style-conscious women aged 25-55 seeking trusted, curated product recommendations across multiple lifestyle categories.

The company is privately held with no institutional investment, no parent company, no subsidiaries, and no disclosed funding rounds. Headcount is reported in the 1-10 range, consistent with a founder-led content business. Brand collaborations have been concentrated in 2021 (Sail to Sable in June 2021, Printfresh in July 2021, Mark & Graham), and the website remains operationally active with recent blog publication activity.

Name

Pencil & Paper

Website

https://pencilandpaperco.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Pencil & Paper Co. is a Nashville-based, founder-operated lifestyle content and curation platform serving style-conscious women aged 25-55 through curated blog, Instagram, and newsletter content, monetised via affiliate commissions, brand collaborations, subscription boxes, and branded merchandise.

Ownership category

akta.pro rank

Product category

Lifestyle Content & Curation

NAICS

Periodical Publishers (51312)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Home, Garden & DIY Magazines (MPAJAEAG)

akta.pro secondary industry

Influencer Compliance, Contracts & Rights Management (BPAFAHAJ)

Keywords

• Lifestyle content curation
• Influencer marketing
• Affiliate marketing
• Brand collaborations
• Subscription boxes

Headquarters

HQ city

Nashville

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Marketing or Sales, Supply Chain, Operations, Technology or R&D, Others

Revenue model

1. Affiliate/Referral Revenue: Earn commissions through affiliate links (RewardStyle/LiketoKnow.it) when followers purchase curated products featured on the blog and Instagram.
2. Brand Collaborations: Sponsored content and brand collaboration collections (e.g., Sail to Sable, Printfresh, Mark & Graham) generating revenue through co-branded product lines.
3. P+P Creative Club Subscription: Monthly curated subscription box (Happy Mail) with membership tiers (Friends, Besties) providing recurring revenue.
4. Branded Merchandise Sales: Sale of proprietary products including art prints, accessories, bags, and apparel through the e-commerce platform.
5. Sponsored Content: Sponsored blog posts and social media content from brand partners (Walmart, Dillard's, Serena & Lily, Anthropologie).

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Pencil & Paper Co. is a lifestyle content and influencer platform operated by founder Gen Sohr that curates fashion, home décor, travel, and entertaining product recommendations via blog and Instagram. The business monetizes through affiliate commissions (RewardStyle/LikeToKnow.it), sponsored brand collaborations (e.g., Sail to Sable, Printfresh, Mark & Graham), the P+P Creative Club monthly subscription box, branded merchandise (art prints, accessories, bags, apparel), and sponsored social/blog content with retail partners such as Walmart, Dillard's, Serena & Lily, and Anthropologie.

Differentiator

Problem solved

Functional benefit

Brands

• P+P Creative Club: Monthly curated subscription box service featuring lifestyle and fashion products
• P+P x Mark & Graham Collection
• P+P x Sail to Sable Collection
• P+P x Printfresh Collection

Products and services

• P+P Creative Club Subscription Subscription membership community offering monthly curated Happy Mail subscription boxes with lifestyle and fashion products, available in Friends (free) and Besties (paid) tiers, plus exclusive content and Launch Party Weekend events in Charleston.
• Branded Merchandise Proprietary branded products including art prints, accessories, bags, and apparel sold through the company's own e-commerce storefront at pencilandpaperco.com.
• P+P x Printfresh Collaboration Sleepwear collaboration collection featuring tiger queen patterned pajamas, nightgowns, cami and shorts sets with primary colors and graphic prints, sold through the Printfresh website.
• P+P x Sail to Sable Collaboration Vacation-inspired caftan and dress collaboration featuring easy, timeless silhouettes in red, white and blue color palette, sold through the Sail to Sable website in sizes XXS-XXL.
• P+P x Mark & Graham Collection Personalized accessories collaboration featuring ceramic wine chillers, scalloped cheese boards, passport covers, luggage tag sets, and leather tassel initial pouches, available with personalization options through Mark & Graham.
• P+P x Anthropologie Print Happy Collection Collaboration featuring Print Happy soap and hand lotion, sold through Anthropologie with special promotional pricing.
• Sponsored Blog & Social Content Brand-sponsored blog posts and Instagram content featuring partner retailer products from Walmart, Dillard's, Serena & Lily, and Anthropologie, distributed through the company's lifestyle content channels.

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eleven partnerships are on record, tiered core and minor.

• PrintfreshcoreStrategic or Co-development Partner · 8 July 2021Sleepwear collaboration featuring patterned pajamas with playful designs inspired by primary colors and graphic prints. Summer collection included sets, dresses, and separates with Pencil & Paper Co.'s P+P touch. Exclusive Day to Nightgown design created specifically for this collaboration.
• Sail to SablecoreStrategic or Co-development Partner · 21 June 2021Collaboration collection featuring easy, timeless caftans in red, white and blue color palette. Collection included dresses designed for warm-weather style, sold exclusively through Sail to Sable website. The collaboration launched June 21, 2021 with sizes from XXS to XXL.
• Mark & GrahamcoreStrategic or Co-development PartnerP+P x Mark & Graham collection featuring personalized items including ceramic wine chillers, scalloped cheese boards, passport covers, luggage tag sets, and leather tassel initial pouches. Products available with personalization options.
• AnthropologieminorStrategic or Co-development PartnerPrint Happy collaboration featuring soap and hand lotion from the collection. Products sold through Anthropologie with special promotional pricing.
• Sugar PaperminorStrategic or Co-development PartnerCollaboration collection with the stationery and paper goods brand. Products featured on Sugar Paper's website.
• Elisa MamaminorGTM or Marketing PartnerBrand collaboration featuring women's clothing and lifestyle products. Collection sold through elisamama.com with rstyle.me affiliate links.
• Dillard'sminorGTM or Marketing PartnerSponsored content featuring Antonio Melani and Gianni Bini collections exclusively available at Dillard's. Sponsored post showcasing summertimestyle with affiliate tracking and Afterpay payment option mentioned.
• LikeToKnow.itcoreChannel Partner/ Reseller/ DistributorSocial commerce platform partner enabling shoppable content on Instagram. Followers can save and purchase featured products through the app, with Pencil & Paper Co. receiving affiliate commissions on sales.
• WalmartminorGTM or Marketing PartnerSponsored content partnership featuring Walmart home tabletop pieces, kitchen finds, and fashion items. Posts highlight affordable home décor and fashion under $40 price point. Sponsored Sunny Tabletop Finds and Summer Fashion Finds Under $40 blog posts.
• Serena & LilyminorGTM or Marketing PartnerSponsored content partnership featuring home décor and bedding products. Design Refresh with Serena & Lily blog post sponsored by the brand. Features Driftway Chest, Wave Sheet Sets, and various home accessories.
• P+P Creative ClubcoreChannel Partner/ Reseller/ DistributorInternal subscription community with Friends (free) and Besties (paid monthly box) membership tiers. Members receive monthly Happy Mail boxes with curated products, exclusive content, and access to events including Launch Party Weekends in Charleston.

Recent moves5 records

Expansion highlights4 records

Emerging players

• The Everygirl: Lifestyle media brand targeting style-conscious millennial and Gen X women with editorial content, brand partnerships, and shoppable content. Overlaps with Pencil & Paper's audience and content categories but operates at greater scale and editorial breadth.
• Studio McGee: Interior design brand by Syd and Shea McGee that has scaled into a TV presence, retail product line (Target, McGee & Co.), and shoppable content. Comparable to Pencil & Paper's home-focused audience and brand extension model, though substantially larger and more retail-integrated.

Direct peers

• Wit & Delight: Kate Arends' lifestyle blog and brand covering fashion, home, and entertaining with brand collaborations, sponsored content, and a shoppable editorial site. Directly comparable to Pencil & Paper's curatorial voice and multi-category content scope.
• A Beautiful Mess: Lifestyle blog and content brand by Elsie Larson and Emma Chapman covering home, food, crafts, and style. Operates a subscription box (Happy Mail-style) and sells branded products, directly paralleling Pencil & Paper's content-plus-subscription-plus-products model.
• Emily Henderson: Interior design blog and brand by Emily Henderson featuring shoppable home content, sponsored partnerships with major retailers, and branded product lines. Comparable to Pencil & Paper's home décor focus and brand collaboration model.
• Gal Meets Glam: Julia Engel's lifestyle brand that grew from a fashion blog into co-branded apparel collections and dresses sold through their own e-commerce and partner retailers. Comparable to Pencil & Paper's trajectory of building a lifestyle brand on top of influencer content.
• Cupcakes and Cashmere: Emily Schuman's lifestyle blog and brand featuring curated fashion, home décor, and beauty content with sponsored partnerships, branded products, and a multi-channel content strategy. Closely mirrors Pencil & Paper's audience (style-conscious women) and revenue mix (affiliate, sponsored content, brand collaborations).
• The Glitter Guide: Taylor Sterling's lifestyle platform featuring curated fashion, beauty, and home content with brand partnerships and a shoppable blog. Highly comparable audience and monetization approach to Pencil & Paper.

Broad incumbents

• Style Me Pretty: Established lifestyle and wedding media brand featuring shoppable content, brand partnerships, and curated home and entertaining content. Overlaps with Pencil & Paper's content categories at greater scale and editorial depth.
• Domino: Larger home and design media brand featuring shoppable content, brand partnerships, and editorial coverage of home décor and lifestyle. Operates at a significantly larger scale than Pencil & Paper but in overlapping content categories and monetization models.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/pencilandpaperco
• Instagraminstagram.com/pencilandpaperco
• Facebookfacebook.com/pencilandpaperco
• LinkedInlinkedin.com/company/pencil-and-paper-development-co.

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Pencil & Paper