Graphic 45
Graphic 45 is a family-owned paper crafting company founded in 2003 that designs vintage-inspired scrapbook collections, albums, embellishments, and subscription kits. It sells direct-to-consumer via e-commerce and through wholesale to independent craft retailers, serving hobbyist crafters and small retail resellers globally.
- Company typePrivate
- Founded2003
- HeadquartersWest Valley City, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Graphic 45 does
Graphic 45 is a privately-held, family-owned paper crafting company founded in 2003 by Diane Schultz, who named the business to mark earning her graphic design degree at age 45. The company designs and sells vintage-inspired scrapbooking and paper crafting products that emulate the flamboyant aesthetic of the 1920s and 1930s, including double-sided patterned papers, specialty albums (binder, ATC, Album-in-a-Box, travel), tag sets, metal dies, ephemera assortments, sticker sets, rub-on transfers, and coordinating embellishments. Operations are run by Schultz together with her two daughters, Aimee Filimoehala (Director of Operations) and Charee Filimoehala (Director of Customer Service and Social Media Coordinator). Distribution is centered on a Utah-based operation (shipping from Salt Lake City and West Valley) serving both US and international customers.
The product portfolio spans two main commercial formats: one-time purchase paper collections and premium Keepsake Editions, plus a recurring Keepsake Quarterly Kit Subscription (delivered in February, May, August, and November at $60 per quarter with a 5% subscriber discount and reduced shipping). Catalogue depth is signaled by multiple named collections (Adventure Awaits, Ocean Blue, Slice of Life, Scenic Route, Always and Forever, Typography, Wonder of Oz, Botanical Tea, Flutter). Retails prices range from roughly $7 for basic tags up to $63 for premium keepsake kits. Specialty albums with interactive pages, pocket dividers, fold-outs, and watermark notebooks are designed to integrate with the paper collections, encouraging cross-product purchasing.
Go-to-market combines direct-to-consumer e-commerce (g45papers.com), a wholesale portal with $250 opening-order minimum, $100 re-order minimum, $750 annual minimum, MAP enforcement, and no drop-shipping allowed, plus a global brand ambassador network of designers who produce tutorials and projects for blog, Facebook, Pinterest, Instagram, and YouTube channels, and participate in #G45Tag community challenges. The company has not raised external funding and operates as a bootstrapped family business.
Graphic 45 firmographics
Firmographics- Name
- Graphic 45
- Legal name
- Graphic 45
- Website
- https://g45papers.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Graphic 45 is a family-owned paper crafting company founded in 2003 that designs vintage-inspired scrapbook collections, albums, embellishments, and subscription kits. It sells direct-to-consumer via e-commerce and through wholesale to independent craft retailers, serving hobbyist crafters and small retail resellers globally.
- Ownership category
- akta.pro rank
Graphic 45 industry classification
Industry- Product category
- Scrapbooking & Paper Crafting Supplies
- NAICS
- Stationery Product Manufacturing (32223), Converted Paper Product Manufacturing (3222), Office Supplies (except Paper) Manufacturing (339940)
- SIC
- Pens, Pencils & Other Artists' Materials (3950), Blankbooks, Looseleaf Binders & Bookbindg & Relatd Work (2780)
- akta.pro primary industry
- Scrapbooking & Paper Crafts Retail (CRALACAD)
- akta.pro secondary industries
- General Arts & Crafts Supplies Retail (CRALACAA), Art & Drafting Supplies Retail (CRALABAG), Crafting Machines & Accessories Retail (Die-Cut, Cricut/Silhouette, 3D Pens) (CRALACAK)
Keywords
Where Graphic 45 is headquartered
LocationHeadquarters
- HQ city
- West Valley City
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Graphic 45 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Direct Product Sales: One-time purchase of paper crafting products including pattern papers, albums, embellishments, dies, and accessories through e-commerce website
- Subscription Kits: Quarterly subscription service (Club G45) delivering themed Keepsake Kits with exclusive metal dies, papers, and project inspiration. Subscribers receive 5% discount and reduced shipping
- Wholesale Distribution: Bulk sales to independent craft retailers through wholesale portal with minimum order requirements
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Multi-year contract | Keepsake Quarterly Kit Subscription |
| Subscription | Multi-year contract | Trio Subscription |
| Unit Pricing | Pay-as-you-go | Retail Individual Products |
| Other | Annual | Wholesale Terms |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels6 records
Graphic 45 product offering
Product offeringCore offering
Graphic 45 designs, manufactures, and sells vintage-inspired scrapbook and paper crafting products, including double-sided patterned paper collections, coordinated ephemera assortments, metal dies, sticker sets, rub-on transfers, specialty albums (binder, tag, ATC, travel, album-in-a-box), and premium Keepsake Edition kits. The company also operates a quarterly Keepsake Kit subscription service (Club G45) that delivers themed crafting kits with exclusive metal dies, papers, and project inspiration sheets on a recurring basis.
Product overview
Graphic 45 is an award-winning scrapbook and paper crafting company owned and operated by a mother and her two daughters. The company offers vintage-inspired crafting products that capture the flamboyant style of the 1920s and 30s with vibrant colors, textures, and imaginative designs. The product portfolio centers on Keepsake Editions (premium paper collections with ephemera, metal dies, and exclusive materials), Paper Collections (double-sided patterned papers in 12x12, 8x8, and 8.5x11 formats), and Staples Embellishments (tag albums, metal dies, binding accessories). Additional offerings include specialty albums (Binder Albums, ATC Albums with Matchbook Box, Album in a Box, Travel Albums), Rub-on Transfers, Sticker Sets, Patterns & Solids Packs, and the Keepsake Quarterly Kit Subscription service. Products are designed to inspire scrapbook layouts, cards, memory albums, DIY party decorations, and home decor projects. The company operates both retail and wholesale channels with a store locator for physical retail locations.
Differentiator
Problem solved
Functional benefit
Products and services
- Keepsake Editions Premium paper crafting collections featuring exclusive themed designs, ephemera assortments, metal dies, and coordinated embellishments including 12x12 papers, stickers, and specialty materials. Targeted at paper crafting hobbyists.
- Paper Collections (Pattern Papers) Vintage-inspired double-sided patterned paper collections available in multiple formats (12x12, 8x8, 8.5x11) featuring themed designs and matching solids/ephemera. Sold to individual crafters and wholesale to retailers.
- Keepsake Quarterly Kit Subscription (Club G45) Quarterly subscription service delivering exclusive Keepsake Kits with limited-edition themed collections, exclusive metal dies, card inspiration project sheets, 16 double-sided 12x12 sheets, ephemera sets, sticker sets, and reusable plastic folders. Subscribers receive a 5% discount and discounted flat-rate shipping. Priced at $60 every 3 months.
- Staples Embellishments (Metal Dies & Tags) Essential papercrafting supplies including tag albums (ATC, Large, Regular, Square sizes), die-cutting tools (Square Tag & Clock Dies, Folder & Sentiment Dies, Tag Pocket & Butterfly Dies, Ornate Gatefold Envelope & Pocket Die Set), and binding accessories designed to coordinate with all paper collections.
- Rub-on Transfers Decorative rub-on transfers featuring vintage-inspired themed designs that can be applied to scrapbook pages, cards, and craft projects for added embellishment.
- Binder Albums with Interactive Pages Pre-made albums with interactive pages, pocket dividers, fold-out features, and D-ring binding. Available in Ivory and Black and designed to coordinate with all Graphic 45 paper collections.
- ATC Albums with Matchbook Box Artist Trading Card albums with matching matchbook-style storage boxes, featuring pockets, peek-a-boo pages, and included ATC tags. Available in Ivory and Black.
- Album in a Box Compact boxed album system featuring a 5x5x2 inch box with 16 album pages including full pocket pages, flip-top pages, and tuck spot pocket pages. Available in Ivory and Black.
- Travel Album with Inserts (Waterfall Folder & Journaling Notebooks) Travel album (4.75 x 8.75 x 1.75 inch) featuring pockets, waterfall folder, and two 4.25 x 8.25 inch watercolor paper notebooks. Designed for junk journaling, memory keeping, and travel journaling.
- Tag Albums Specialty tag albums available in ATC (3.5x2.5 in), Regular (5.75x3.875 in), Large (8.75x3.875 in), and Square (5x4.5 in) sizes. Each set includes sturdy cards with grommets and matching binder rings in Ivory and Black.
- Ephemera Assortments Die-cut decorative pieces and embellishments featuring themed designs, including chipboard pieces, tags, frames, stickers, and decorative accents coordinated with paper collections.
- Sticker Sets Coordinating sticker sets designed to complement paper collections, featuring themed designs for decorating cards, albums, and scrapbook layouts.
- Patterns & Solids Packs Coordinating paper packs featuring complementary patterns and solid colors, available in 12x12 and 8.5x11 inch formats to coordinate with themed collections.
Quantifiable outcome
- Quarterly subscription model provides predictable recurring revenue and customer retention
- +1 more outcomes
Companies that use Graphic 45
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Graphic 45 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Graphic 45 partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Graphic 45 Brand AmbassadorsminorNetwork of creative influencers and designers from multiple countries (including Anastasiia Tysevych - Czech Republic, Anna Sigga - Iceland, Cecilia Zertuche - Mexico, Tanya Scrap - South Africa as Grand Ambassador) who create tutorials, project inspiration, and social media content featuring Graphic 45 products. They participate in community challenges and collection reveals.
Scale indicators3 records
Recent moves4 records
Expansion highlights4 records
Graphic 45 competitors and assessment
Company assessmentDirect peers
- Stampin' Up!: Direct-sales scrapbooking and paper crafting brand selling stamps, papers, and accessories through demonstrator-led network. Highly comparable to Graphic 45 in target crafter, premium positioning, and community-driven GTM, though larger and broader in scope.
- Simple Stories: Themed scrapbook paper and embellishment collections sold through craft retailers. Closely comparable to Graphic 45 in product format (12x12 collections, ephemera, stickers), distribution model (wholesale to LSS), and crafter target customer.
- Bo Bunny Press: Scrapbook paper collections, mixed media, and paper crafting supplies sold through independent retailers. Comparable vintage-and-themed aesthetic, same wholesale-to-craft-stores channel, similar indie brand scale.
- Authentique Paper: Vintage-inspired scrapbook paper collections and embellishments with strong thematic identity. Closely comparable to Graphic 45's design philosophy, premium kit format, and indie wholesale distribution.
- Prima Marketing: Mixed-media and paper crafting brand offering patterned papers, flowers, and embellishments. Comparable in craft category, premium positioning, and global wholesale distribution to independent retailers.
- 49 and Market: Vintage and shabby-chic scrapbook collections, flowers, and mixed-media supplies. Direct peer in aesthetic positioning, indie brand scale, and global craft retailer distribution.
- Echo Park Paper Co. Designs and sells themed scrapbook paper collections, cardstock, and coordinating embellishments via wholesale and DTC. Direct competitor in the same indie scrapbook category with overlapping SKUs and customer base.
Broad incumbents
- Cricut: Dominant digital crafting machine platform that acquired American Crafts and competes broadly in paper crafting supplies. Overlaps with Graphic 45 at the consumer level but at vastly greater scale, capital base, and product breadth.
- Michaels (recollections and private label): Largest North American specialty craft retailer, also a competitor via in-store private-label paper crafting lines (e.g., recollections). Competes with Graphic 45 for shelf space and end-crafter spend across thousands of stores.
Regional players
- Stamperia: Italian-originated scrapbook and mixed-media brand with vintage-inspired rice paper and collections. Comparable product format (themed paper + embellishment kits) and aesthetic, but headquartered in Europe with primary distribution outside North America.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Graphic 45 social profiles
Digital presenceGraphic 45 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Graphic 45 leadership team
Management profileNumber of profiles
Profiles3 records
Graphic 45 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Graphic 45 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Graphic 45
What does Graphic 45 do?
Graphic 45 designs, manufactures, and sells vintage-inspired scrapbook and paper crafting products, including double-sided patterned paper collections, coordinated ephemera assortments, metal dies, sticker sets, rub-on transfers, specialty albums (binder, tag, ATC, travel, album-in-a-box), and premium Keepsake Edition kits. The company also operates a quarterly Keepsake Kit subscription service (Club G45) that delivers themed crafting kits with exclusive metal dies, papers, and project inspiration sheets on a recurring basis.
Is Graphic 45 a public or private company?
Graphic 45 is a private company. It is classified as family owned and is currently operating.
When was Graphic 45 founded?
Graphic 45 was founded in 2003. It employs 11 to 50 people.
Where is Graphic 45 based?
Graphic 45 is headquartered in West Valley City, United States, in the North America region.
How does Graphic 45 make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are subscription Kits and wholesale Distribution.
Who are Graphic 45's main competitors?
Direct peers on record are Stampin' Up!, Simple Stories, Bo Bunny Press, Authentique Paper, Prima Marketing, 49 and Market and Echo Park Paper Co.. Broad incumbents are Cricut and Michaels (recollections and private label). Stamperia is listed as a regional player.
Does Graphic 45 have an API?
No public API is recorded for Graphic 45.
What industry is Graphic 45 in?
Graphic 45's product category is Scrapbooking & Paper Crafting Supplies. Its primary akta.pro industry code is CRALACAD, Scrapbooking & Paper Crafts Retail, with a secondary code of CRALACAA, General Arts & Crafts Supplies Retail. Its NAICS code is 32223 and its SIC code is 3950.