Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

14-minute read

“There are three types of readers: the headline skimmer, the highlight hunter, and the detail digger. My print materials are built for all three.” Debbie Stevenson, Broker & Licensed Texas Auctioneer from Cooper Sotheby’s International Realty

Transcripts from Behind The Print with Debbie Stevenson

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is Luxury Real Estate Unlocked and I’m joined today by broker and licensed Texas auctioneer from Cooper Sotheby’s International Realty. We have Debbie Stevenson!

Debbie Stevenson: Hi. Nice to meet everyone.

Zoe Fisher: We are so glad to have you on the show, Debbie! I just have to know, who do you serve as broker?

“I do what we call the spec books… I want my style, my way, when I’m showcasing my properties.” Debbie Stevenson, Broker & Licensed Texas Auctioneer from Cooper Sotheby’s International Realty​

Debbie Stevenson: I sell a lot of property along I 35 between Austin and Waco. Our brokerage is based in Austin, and we specialize in acreage properties, usually 10 to 20 acres, including luxury, equestrian, farm, and ranch homes.

Zoe Fisher: That sounds amazing! So, for those equestrians and specific niche industry people who are looking to buy a property, how do you help those people?

Debbie Stevenson: It depends on the type of horse. Quarter horses, which are common in Texas, usually need a 12 by 12 stall and larger arenas. Warmbloods and dressage horses, which are much bigger, need at least a 16 by 16 stall but often a smaller arena since their work is more precise. For eventing or jumping, they need both small and large arenas. In Texas heat, most competitive owners prefer a covered arena to protect coats and prevent overheating. As for land, you need at least an acre and a half per horse, and for cattle, around two to two and a half acres per head.

Zoe Fisher: Interesting! So, how does your agency stand out from other real estate professionals that do this too?

Debbie Stevenson: Sotheby’s began over 300 years ago in London as an auction house focused on art and people’s most prized possessions. It eventually moved its headquarters to New York and expanded into real estate in the 1970s. The brand brings a legacy of luxury to the housing market and is well suited for buyers who value privacy, often with multiple properties. With Debbie’s Texas auctioneer license, her team can offer full service support, from acquiring estates to helping clients navigate agricultural exemptions that are key in Texas, where property taxes can be steep.

Zoe Fisher: That legacy and specialization truly set your brokerage apart.

Debbie Stevenson: We are very focused on quality in our advertising. Everything is carefully controlled and consistent, from the logo to the overall presentation. The Sotheby’s brand is instantly recognizable and represents the highest standard of service. Everyone who works under the name is expected to be experienced and uphold that level of excellence.

Zoe Fisher: And I love how you mentioned luxury because just looking over some of your printed files that you print with us, oh my goodness, it screams luxury. How do you use print to stand out in the equine real estate industry?

Debbie Stevenson: I’m a little different from the typical broker because I started out in journalism, working as a war correspondent for Reuters. That background shapes how I market properties. MLS platforms limit how many words and photos we can use, so I create printed spec books that tell the full story, especially for large, high value properties.

For example, I have a listing in Belton that includes a main house, a carriage house, 13 acres, 23 geothermal wells, backup power, and engineering designed to withstand Texas weather and rising creeks. Buyers need those details, and I make sure they get them. I write and edit all my materials myself. I like things accurate, custom, and styled my way.

Zoe Fisher: And that’s just so interesting how you can fit so much into one little book and have all those details in there for all those different types of clients.

Debbie Stevenson: It goes back to my newspaper days. We had to fit a lot of information into a limited amount of space, so every word mattered. If a reporter turned in a 12 inch story and we only had room for 10, it was the editor’s job to trim it down while keeping the key message intact. That taught me how to write clearly, use bullet points, and get the most out of every sentence. These are skills I still use when creating marketing materials for listings.

“Those two search engines, Zillow and Realtor.com, are only as good as the agent input. But with print, you can tell the full story.” Debbie Stevenson, Broker & Licensed Texas Auctioneer from Cooper Sotheby’s International Realty

Zoe Fisher: That is so interesting. I never even thought about it like that, but even in my work, I totally see what you’re saying, where you have to shorten things up, make it nice and tidy, stay specific to the point.

Debbie Stevenson: See! Right there! I can totally change things up. Yeah, we can lose the word “totally” and gain a line!

Zoe Fisher: True! So, what major milestones have defined your career?

Debbie Stevenson: I lost my mother early in life, but she left a lasting impact. She was from England, loved Reuters and art, and took me to Sotheby’s in London as a child. Journalism was my first career, and it aligned well with the military lifestyle since my husband and I moved frequently.

Eventually, I needed a change. I had covered difficult stories like the Fort Hood shooting, and I reached a point where I wanted something different. Real estate had always been a passion. We had acquired and flipped properties over the years, so it felt like a natural next step.

I never forget my roots. Whether it’s a three hundred thousand dollar home or a three million dollar estate, I bring the same dedication. Joining Sotheby’s felt like a full circle moment for me and would have made my mother proud. I was invited to co-list a forty acre property in Ding Dong, Texas, and that led to a call from Mary Lou York, the sales manager at Sotheby’s, who said, I have been told that if I don’t bring you in, I am missing out.

From that moment on, she welcomed me into the Sotheby’s family. We spoke weekly until she passed, and her warmth and charm made the transition unforgettable.

Zoe Fisher: That’s amazing. You’ve done so much! For my next question, I’m wondering what are some challenges holding you back in the industry right now?

Debbie Stevenson: I think one of the biggest issues has been the lawsuit for the buyer commissions with the National Association of Realtors. As a former journalist, one of the biggest frustrations for me was I know the reporting pool and I know how they work. It’s not that they wanted to feed us misinformation. That couldn’t be furthest from the truth. They were feeding what they were being given. And most reporters particularly out in Missouri where the lawsuit originated have probably only owned one or two houses, if they’ve even owned a house.

It’s not a high paying profession by any stretch of the imagination, but it’s a powerful profession. But if you are reporting on something you really don’t know about, you’re going to defer to the experts and that the only experts who are talking, the plaintiff’s attorneys, well, of course you’re getting that side of the story.

The National Association of Realtors who were supposed to represent her was just paralyzed. They didn’t do any of the talking. They left it to those of us on the ground to pick up the pieces and explain to everybody. Buyer commissions are not set in stone. No commission has ever been set in stone, but so where did this three and 6% come up? It’s simple. When you are setting or calculating your income, you look at what it takes to survive where you are living. Lawyers do that. The I can guarantee those plaintiff’s attorneys did that. Doctors do that. Your employer has done that. And they’re going to base how much they pay you based on that too, so they can attract talent, but also so that they can afford to keep their operations wherever they’re operating.

Well, when you look at the average sale price per house, it doesn’t matter whether it’s 3 million in California or 300,000 in Killeen, Texas. Okay. You calculate. I make, one sale per month. Okay, this is, what it costs for me. I have to buy that $300,000 house too! I have $300,000 level overheads and where it came was the national average, no matter where you are applied. And that was where that 3% it takes. 12 sales at this amount, earning 3% after I pay my taxes, my brokerage fees, my overhead. This is what it takes for my mortgage and my utilities and my expenses, to send my kids to school, to put clothes on my back, to keep my car running, to run you around to find that next $300,000 house, right? And so that was where that average set in. And then most the sellers & the listing agent would negotiate the actual commission rate. And that would be then published on MLS as a 50 50 split. So, if the listing agent had negotiated 5%, it was two and a half percent posted on MLS. Then you bring us the buyer, you’re going to get 2.5%. The listing agent obviously was getting two and a half percent as well.

In some cases, if a client wanted full staging, I would negotiate a 7% commission. That extra 1% went to me because I was handling the staging myself. I maintain a warehouse, purchase and transport furniture, replace damaged items, and rotate pieces to keep listings fresh. That was where some misunderstandings came from.

It’s not that we can’t publish that. It’s that the buyer has to now advertise to the buyer’s agents. They will say, “Okay, you’re going to get this if you come to us.” So, now the buyer’s agent has to say, “Is the seller willing to do?” Now the seller doesn’t always say, yes, I’m going to do this upfront. As the listing agents, we now have to say, “Do you want to do this? And if you do, what do you want to offer them?”

They may be paying me my 3% because I stick as a listing agent. That is my minimum, depending on what else you want, and I call it a fee. I don’t call it a commission, but sometimes for other people, because it’s still a negotiation item, I will still say, “You know what? You’re a repeat client. I’m gonna give you a discount”, or “This is gonna be such a quick sale, let’s just go ahead and lower it.”

And sometimes if the costs are more than we envisioned, I will say, look, I’ll knock some off of mine. But at the same time, nothing is set in stone. That’s a violation. That’s what we were accused of doing, and that couldn’t have been further from the truth. Even if we do have it in the contract, I’m earning three or two or 4% sometimes.

It just to get the place sold. We’re gonna help. The seller, or the buyer. We come together and we say, look, this, seller is so tapped. This buyer’s lender requires this. Let’s deduct and let’s get them to the closing table. So nothing was absolutely ever set in stone, but all these headlines have now created such confusion.

The NAR has really received an industry backlash because of this. But the confusion now is set, and we have to really sit down, and that has probably been the biggest uphill battle that most of us have faced. Plus, and it couldn’t have come at a worst time in which interest rates have been climbing and all the talk of tariffs and how expensive things are going to be. And then we got people sitting on 2% interest rates and saying, I want to sell my house because I don’t want to have to pay a 7% mortgage. So, all of those factors have created a perfect storm in real estate that we’re now having. You have to be really on top of a game to know how to navigate that and work through it. But if you think about 7% interest rate. Gosh, that’s frightening, right? Yeah. Look at the historic high was 18% at the end of Jimmy Carter’s term, and you look at the historic low, which was the COVID Pandemic at 2%, which I’m sitting on, 7% is the average and the prices are coming down.

It was a bubble market. Now they’re coming down. So even though your interest rate’s gone up, your housing prices come down. So, we’re averaging out. But that needs to be explained.

“She told me, ‘Debbie Stevenson, if I don’t bring you into Sotheby’s, I’m missing out.’ And from then on, we’d start every call with, ‘Well good morning, Debbie Stevenson.’ ‘Well good morning, Mary Lou York.’” Debbie Stevenson, Broker & Licensed Texas Auctioneer from Cooper Sotheby’s International Realty​

Zoe Fisher: That clears things up! Thank you for explaining it so thoroughly.

Debbie Stevenson: That was the whole premise of the lawsuit. The claim was that commission rates were set in stone or being pooled. Some agents who were interviewed seemed unsure about the situation, and honestly, many of us were confused too. Our trade association, the one being sued, was not speaking publicly, so we were left wondering why we were being targeted.

If you understand antitrust laws, then you know that conspiring to set a commission rate is illegal. Even just saying out loud, “I charge six percent and that is standard,” can be a violation. Everything in real estate is negotiable, including commissions. And personally, I have no issue negotiating up if I am doing more work. Agents need to understand their worth and stand behind the value they bring.

Zoe Fisher: So, if you had a day completely free to spend however you’d like, would you be with the horses?

Debbie Stevenson: Of course. Although my horse had other ideas last week. I went up to him after an open house. It was one of the warmer days we have had in Texas, definitely a reminder that summer is still coming. My horse was bred in Canada and came down from Montana, so he is not quite acclimated to the Texas heat.

He was in his stall, saw me coming, and bolted out, turned around, and looked at me like, “Not today, Josephine.” The weather was just too much. He stopped at a distance, and every time I stepped forward, he stepped back like, “Nope.” I told him, “Bear, I am still in my open house clothes. Do I look like I am ready to ride?”

“Everything is negotiable in real estate. But that old saying, “until you hear no, it’s negotiable” includes commissions! And I can promise you I’ll negotiate up. You start wanting more and more from me, I know my worth.” Debbie Stevenson, Broker & Licensed Texas Auctioneer from Cooper Sotheby’s International Realty

Zoe Fisher: That is so cute. Aw, we’re up here in Montana too, so I’m right there with him. I totally feel his pain

Debbie Stevenson: He’d probably love to talk to you right now.

Zoe Fisher: Awesome, Debbie. Tell me how can our listeners get in touch with you or work together?

Debbie Stevenson: My website is DSCentralTexasRealtors.com. that’s DS as in Debbie Stevenson, Central Texas Realtors with an S. You can also find me on Facebook at Debbie Stevenson Realtor or call me at (512) 468-8210.
If I do not pick up, please send a text.

Zoe Fisher: Thanks Debbie!

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

More Than a Home, It’s a Legacy

Debbie Stevenson brings passion and precision to Texas real estate. With a background in journalism and a talent for storytelling, she uses print to elevate every listing. From custom spec books to stunning visuals, her work shows that print is a powerful tool in building trust and creating lasting impact. Order today!

Listen to the full episode on Spotify or check out the interview on YouTube!

The post Behind The Print: Luxury Real Estate Unlocked with Debbie Stevenson appeared first on PrintingCenterUSA.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

12-minute read

“PrintingCenterUSA has really enabled me to take off and we’ve gotten our price point down to only $25 a month with free shipping, which is kind of amazing considering how many things are in the box and your very reasonable prices have helped us do that.” Angelique Reisch, CEO and Founder of Tiny Values

Transcripts from Behind The Print with Angelique Reisch, CEO and Founder of Tiny Values

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is Building Character from the Start, and I’m here with Founder and CEO of Tiny Values Angelique Reisch!

Angelique: Hi, how’s it going? I am so excited to be here!

Zoe: We are so glad to have you! I have been well, how about you?

Angelique: I’m doing great. Busy. It’s May, and things are nuts with the kids in school and busy with business, so it’s fabulous.

Zoe: For sure. And summer’s coming up too. It’s almost here.

Angelique: Good, good. Glad to hear it.

Zoe: So can you just start by telling us about Tiny Values and who you help?

Angelique: I would love to, yes. So, Tiny Values is a monthly subscription box for ages four to seven, designed to teach a new core value each month. We help parents teach their kids kindness, gratitude, courage, resilience, independence, and patience. Each box contains a book, a hands-on project, a workbook, discussion cards, and a surprise gift. While the kids absolutely love learning to manage their anger or practice empathy, we really aim to help parents. Teaching these tricky concepts can be tough. We make it engaging and easy for families to learn together.

“We pack as much value as we can into each box knowing that parents are on a tight schedule. As an emotionally driven brand, that has definitely been something we’ve overcome the learning curve on and really tried to create a product that is easy for parents to use.” Angelique Reisch, CEO and Founder of Tiny Values

Zoe: Right? And those are such tricky and hard concepts to teach to young minds. Even some adults today don’t have some of those values that are taught in your subscription boxes. So how do they use those different products to learn?

Angelique: Great question. I worked at Pixar for 15 years, and at Pixar, everything is about story. “Story is key” echos in my Pixar mind. We start every box with a story where kids meet a character facing a value-related struggle. They’ll see the character struggle, learn a clever tool to help them, and then watch them overcome that challenge using the tool. What’s really cool is that this tool is usually also the hands-on project in the box. So, our children get to actually practice what they just learned in the story.

Zoe: Right. That’s super cool! It reflects the character in the book to how they can use it in real life.

Angelique: Exactly. And then they’ve got an activity book as well, which is really cool because we try to make it fun using word scrambles and mazes and all the while we’re reinforcing the theme of the month.

Zoe: Totally. So are there any other programs like this, or what do you think makes you stand out?

Angelique: That’s a great question!

Angelique: While there are other book series about character building, we do things a bit differently. Many of those books anthropomorphize their characters, meaning they give human traits to animals like a fox struggling with patience or a dot that’s angry. For me, I think that just makes it harder for kids to truly connect with the story.

Angelique: That’s why our characters are adorable human kids, like Carlos, who loves soccer and mac and cheese, and also has trouble with anger. When kids see a character just like them facing a similar struggle, they think, “Hey, what works for Carlos might work for me too!” That’s one big way we stand out. The other is our hands-on approach. Books are wonderful, but when kids can actually do a project that brings the lesson from the book to life, that’s when the learning really sticks.

Zoe: I totally agree with you. Seeing it on another kid who’s just like them, who they can find similarities with, makes it that much more impactful.

Angelique: Yeah, exactly. My expert personal opinion!

Zoe: So tell me about some of the milestones that have helped define Tiny Values.

Angelique: Okay, so I love this question because you guys at PrintingCenterUSA are actually really pivotal to this. So, I’m going to back up and tell you a little story when I first started the business. I would curate the children’s books based on the value I wanted to teach that month. I would read hundreds and hundreds of books before picking my favorite that was most aligned with my vision. I’d build the project around that chosen book and we would ship the book with the project.

Over the last few years, prices have increased and shipping these big hardbound books was just getting too expensive. I wanted to bring our price point down, and I knew that we were at a turning point for the company. I decided, “Okay, I’ve always wanted to write my own children’s book, let’s try this!” PrintingCenterUSA was already printing my activity book, so I knew I had no print worries.

What that’s done for Tiny Values has given me the freedom to create these really relatable characters and then to teach exactly the tool that I had in mind. No more sifting through endless pages to find the right message. I know exactly what I want the kids to learn and I know exactly what cute character is going to be able to teach them most effectively. PrintingCenterUSA has really enabled me to take off, and we’ve gotten our price point down to only $25 a month with free shipping, which is kind of amazing considering how many things are in the box. Don’t forget to order one for your child! PrintingCenterUSA has very reasonable prices that have helped us do that, so I’m thrilled to answer that question.

“I think books are wonderful, but when you can then take that book and create a project that is hands-on and they get to really practice what they’re learning in the book, that’s when I think it really comes alive for our kids.” Angelique Reisch, CEO and Founder of Tiny Values

Zoe: Well, we are so lucky and fortunate that we got to help you on that and just get the project off the ground and make it something truly yours, not something borrowed. It’s completely original and that’s so cool! So have you had to overcome any challenges in creating your own business and promoting an emotionally driven brand?

Angelique: Yes, absolutely. I think one of the biggest challenges is parents are so busy these days, and I get it, I have two kids. I’m busy with work, between getting them home, homework, activities, bed, it’s like there’s no bandwidth for extra stuff. We knew we had to stay original and streamline the process for parents. We know who our customers are, I know what it’s like! We want you to be able to get the most value in the fastest amount of time possible. We pack as much value as we can into each box knowing that parents are on a limited schedule. As an emotionally driven brand we have overcame our learning curve with creating a product that is easy for parents to use.

Zoe: Yeah, for sure. Parents are so busy these days, it puts that emotional learning to the side, so you’re really giving them a leg up in that aspect. Giving them the tools to empower their kids and say, “Hey, let’s work on this for 30 minutes or even 10 minutes, and see what we can do together.”

Angelique: Exactly. And get that really quick parenting win, for sure!

Zoe: Yeah, totally. So you use print a lot in your subscription boxes. That’s really cool.

Angelique: Yeah, absolutely. We print our booklets and activity books through you guys. We can deliver so much value through information that way. I like that it’s tangible and the kids can hold it, draw on it, take it with them. This is so much different from online learning.

Zoe: Totally. If Tiny Values were in every home in the country, what change would you hope to see in the world?

Angelique: Oh my gosh. I feel like there’s a change with each value we offer. I’ll just go through a few. I think that one of my favorites is the love box. What we teach kids is that they’re loved unconditionally no matter what, because I don’t think that kids fully understand that. It’s very clear in the book. It’s sharing the message of no matter what you do, you are going to be loved. You’re surrounded by a circle of loving people in your life that love you. And then they create this beautiful project where they get to print pictures of all the people that love them, and it hangs in their room so they know they’re loved.

Angelique: For our Empathy Box, they learn how to step in another person’s shoes. So maybe they’re at school and someone’s sad. They learn how to empathize with that person and comfort them. They learn how to spread kindness in their home and then go spread kindness in the world. Our boxes are just spreading wonderful things throughout the world, and we’re hearing wonderful stories come back to us from the kids who have completed them.

“I worked on Inside Out for three years. Watching how those characters were able to connect with kids and teach them about complex ideas and emotions, really was a huge inspiration for this business. I thought, ‘if we could do that for all the values, we could help kids empathize and help them be more kind and help them be more patient.'” Angelique Reisch, CEO and Founder of Tiny Values

Zoe: That’s just life-changing for some people, I’m sure. Thank you. So, Angelique, I have a question. What was it like going from working at Pixar to starting your own brand?

Angelique: Oh my gosh, overwhelming. There’s so many things I would do differently now looking back. So many things. But so many things carried over as well. Making movies, connecting with kids. I worked on Inside Out for three years. I was the character lighting lead, so I worked closely on Joy, on Anger, Disgust, Fear, Sadness and the human characters. I think that watching how those characters were able to connect with kids and teach them about complex ideas and emotions really was a huge inspiration for this business. I was like, “Oh my gosh, what if we could do that for all the values, and use these characters to really help kids empathize and help them be more kind and patient?” It was overwhelming and a little crazy. But I’m here, we have a product, and I’ve learned a ton. And it’s fun, exciting, and terrifying every single day.

Zoe: Wow. That’s so interesting because when I first watched Inside Out, and it’s now one of my favorite movies, I was thinking the same thing, like, “Why don’t they come up with an Inside Out that has just all the emotions teaching all the things?” I’m so glad you tackled that and just knocked it out of the park.

Angelique: Thank you!

Zoe: So if you had a day completely free to spend however you’d like, and you weren’t working on Tiny Values, what would you be doing?

Angelique: Definitely with my family. I love exploring nature outside, so I think we’d be somewhere geocaching, hiking, having a picnic. Just a nice spring day outside exploring, my son would be catching lizards and my husband would be chilling.

“I always say, we spend so much time and energy, teaching them soccer and music, and these things are wonderful and important. But let’s not forget about kindness, patience, confidence, resilience, independence, and friendship.” Angelique Reisch, CEO and Founder of Tiny Values

Zoe: Wow, that sounds just so fun. So where can our listeners explore your helpful tools, find more info, or order a subscription box?

Angelique: Yeah, we’re at TinyValues.com. On Instagram @Tiny Values, and Facebook, @TinyValuesTeam. Please join us and follow along! We have lots of fun freebies if you want to see if Tiny Values is a good fit for your family. No matter what you choose, I truly believe prioritizing teaching kids values is so important. We spend so much time and energy on things like soccer and music, which are great, but let’s also remember to nurture kindness, patience, confidence, resilience, independence, and friendship. #TinyValues

Zoe: Totally. I love it. You heard her, check them out on Facebook at Tiny Values Team, Tiny Values on Instagram, and TinyValues.com.

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Printing a Brighter Future

Angelique Reisch and Tiny Values are proof that meaningful design can offer healing. Her work brings comfort to families when they need it most, turning struggle into understanding, and confusion into clarity. At PrintingCenterUSA, we’re proud to support her mission by delivering high quality printed programs that feel worthy of the children they help. Whether you’re planning a tribute or building a heart led brand, print has the power to hold space for the moments that matter. Order today!

Listen to the full episode on Spotify or check out the interview on YouTube!

The post Behind The Print: Building Character from the Start with Tiny Values appeared first on PrintingCenterUSA.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

9-minute read

“Print gives so much more value to our families, so we see it as an essential communication investment.” Aimee Chamberlain, Owner

Transcripts from Behind The Print with Aimee Chamberlain, Owner of Turning Point Dance Studio

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is Print Meets Purpose at Turning Point Dance, and I’m here today with Turning Point
Dance Studio’s Owner, Aimee Chamberlain

Aimee Chamberlain: Hi everyone. So happy to be here!

Zoe Fisher: Can you start by telling us about Turning Point Dance Studio and what inspired you to start it?

Aimee Chamberlain: We founded Turning Point Dance 11 years ago. I had taught all the way from Southern California to Oregon and loved being a teacher for 17 years. Over time, I developed strong values about teaching high-caliber technique while taking care of the human first. It was hard to find spaces that combined both. Either technique was emphasized at the cost of wellbeing or classes were just for fun. I was ready to walk away when a parent encouraged me to open a single class. She promised 12 students, and the next day she had them. Three months later, I had 73 kids. It grew organically into a studio serving over 500 families a year with a staff that shares the same philosophy, teaching great dance while caring for the person first.

Zoe Fisher: That is so important, especially because injuries and motivation challenges are a real part of dance.

Aimee Chamberlain: For sure. Dance has historically been hard mentally. All my staff is WPA certified, Youth Protection Advocates in Dance, meaning they are trained in mental health as well. We are very mindful about injury prevention, the language we use, the lyrics we select, and making sure our costumes and performances are age-appropriate. It is a full, intentional approach to creating a healthy environment.

“We treat every student with love and build trust with families through strong communication.” Aimee Chamberlain, Owner​​​

Zoe Fisher: That is an amazing rebrand for dance, creating a joyful, inspiring, and safe space.

Aimee Chamberlain: Our mission is that everybody can dance, and dance is for everybody.

Zoe Fisher: Is that what makes your community of dancers so unique?

Aimee Chamberlain: We are extremely community-focused. Our dancers engage in service projects and we emphasize making the world a better place through our art. We treat every student with love and build trust with families through strong communication. We have grown mostly through word of mouth. Communication across multiple platforms, including print, has been key.

Zoe Fisher: Yes, keeping messaging consistent across platforms is huge for business success. How do you balance creativity, technique, and confidence-building?

Aimee Chamberlain: It is a constant growth process. My team meets weekly to review what is working and what can improve. We are always adjusting to better support the dancers and their families. I am also part of an incredible community called More Than Just Great Dancing, led by Misty Lown, where studio owners support each other, share resources, and collaborate on growing in healthy ways.

Zoe Fisher: Collaboration without judgment is so important.

Aimee Chamberlain: Exactly. We can approach each other with problems and solutions because we all lead with love and growth. That mindset strengthens the business and the community.

Zoe Fisher: Tell me how print shows up in your business.

Aimee Chamberlain: In 2020 when everything went online, we realized quickly how isolating it was for kids. We created printed booklets with dance history, injury prevention, anatomy, and exercises, and personally delivered them to each student. The kids’ morale lifted immediately. It reminded us how tangible materials build real connection. From there, we expanded into yearbooks, now going on our fourth year, and seasonal handbooks outlining the full year’s events, policies, and staff bios. Parents love them because they can easily reference everything without digging through emails or websites. It has been a game-changer for communication and community building.

Zoe Fisher: I bet parents appreciate having something physical they can use all year.

Aimee Chamberlain: They absolutely do. Our staff uses the handbooks too. When questions come up, they can quickly point families to the right information. And our dancers feel like superstars seeing themselves in print.

Zoe Fisher: I love that. Do you have a favorite memory from Turning Point’s journey?

Aimee Chamberlain: Definitely when we had to pivot during the 2021 lockdown. Our big recital was almost canceled because of gathering limits, so we built a stage on my ranch property. We created a silo backdrop, printed banners, and hosted small, safe performances for every class. It took a week of shows, but it brought our community together in love and resilience. It will always be one of the most special memories.

Zoe Fisher: That is so beautiful. It really shows how art and community can change lives.

Aimee Chamberlain: It taught us so much about the power of showing up for each other.

Zoe Fisher: That is so important to have. How do you approach fundraising?

Aimee Chamberlain: We do not fundraise separately for print. Instead, we budget printed materials into our operating costs, the same way others might budget for Facebook ads or digital marketing. Print gives so much more value to our families, so we see it as an essential communication investment.

Zoe Fisher: That is amazing that it is fully integrated into your business plan.

Aimee Chamberlain: PrintingCenterUSA is literally a line item in our budget now.

“We created printed booklets and personally delivered them to each student. The kids’ morale lifted immediately.” Aimee Chamberlain, Owner​​

Zoe Fisher: We love you for that. Tell me, what does it cost to run a professional dance studio like yours?

Aimee Chamberlain: It varies. Last year, between printing, performances, facility costs, and staff training, it cost us over 500,000 dollars to run the studio. We recently bought a 63,000-square-foot building, so our budget is growing as our community grows.

Zoe Fisher: That is amazing. All your materials show the level of care you put into it.

Aimee Chamberlain: Thank you. We love what we do and it shows.

Zoe Fisher: What is something people might not realize about running a dance studio?

Aimee Chamberlain: You wear a lot of hats. You are a leader, a teacher, a nurse handing out ice packs, and a counselor when kids need support. It is truly a labor of love. I work 75 hours a week sometimes, but because it is rooted in purpose, it is completely worth it.

“When you build around purpose, it fuels the long hours and hard work with real meaning. I would not trade a single minute of working with these kids. It is my heart’s work.” Aimee Chamberlain, Owner

Zoe Fisher: That is amazing. What advice would you give to small business owners building brands around kids, art, or movement?

Aimee Chamberlain: Get clear on your philosophies and your greater mission. What do you want your space to stand for beyond just selling a product or service? When you build around purpose, it fuels the long hours and hard work with real meaning.

Zoe Fisher: So important! I love that. If you had a full free day, what would you do?

Aimee Chamberlain: I would love a sunny beach day. Living in Oregon, we are always craving sun. But honestly, I would not trade a single minute of working with these kids. It is my heart’s work.

Zoe Fisher: That is so special. Where can people find you online?

Aimee Chamberlain: You can visit turningpointdance.com or find us on Instagram and Facebook at Turning Point Dancer. We are also on TikTok, though I admit the teens say I am not the best TikToker.

Zoe Fisher: Thank you Aimee. And thank you to our listeners.

“Our mission is that everybody can dance, and dance is for everybody.” Aimee Chamberlain, Owner​

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Where Print Builds Community

At Turning Point Dance Studio, Aimee Chamberlain and her team are showing how printed materials do more than inform. They strengthen trust, celebrate milestones, and create lasting connections that digital tools alone cannot replace. Through yearbooks, handbooks, and personal touches, they prove that print can elevate a brand’s mission far beyond a moment. If you are ready to deepen the relationships at the heart of your business, discover how high-quality printing can help you build a stronger, more connected community. Order today!

The post Behind The Print: Print Meets Purpose at Turning Point Dance appeared first on PrintingCenterUSA.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

7-minute read

“Print gives people something to take home with them. That physical piece helps them remember your brand. Go to events. Hand people something, a card, a little gift. That’s how you make a real connection.” Trixie Gynn, CEO

Transcripts from Behind The Print with Trixie Gynn, CEO, Publisher, & Editor of Custom Trends Magazine and TV

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is More Than a Magazine, and I’m here with Custom Trends Magazine and TV CEO, publisher, and editor Trixie Gynn.

Trixie Gynn: Hi. Hello. Thank you for having me.

Zoe Fisher: Of course. We’re excited to have you. So, tell me, Trixie, who do you serve through Custom Trends?

“This is Custom Trends, baby! We don’t do boring. You can laugh, you can sparkle, and you can still be about your business. When someone picks up my magazine and says ‘wow,’ that’s the moment I live for.” Trixie Gynn, CEO​

Trixie Gynn: We currently cover cars, sports, fashion, and nightlife across the world. I’m also a media partner for Thailand International Fashion Week, which is happening in Bangkok this August. It’s my first time in Thailand and I’m excited to bring my magazines with me so everyone can see the amazing quality of our work and of PrintingCenterUSA.

Zoe Fisher: That sounds amazing! We are so excited for you! What problems does your magazine help solve?

Trixie Gynn: We help people bring their business ideas to life. A lot of our audience is made up of new entrepreneurs who are launching something in the summer. They’re looking for web development, product marketing, flyers, and business cards. I help design, save them money, and promote their brand in my magazine. We have a wide audience, so it helps their product get seen and known.

Zoe Fisher: So you’re like a marketing manager helping people build up their brand during peak season.

Trixie Gynn: Exactly. It’s all about learning. Every week something new comes out. Technology keeps moving fast. But you have to balance digital and print. People still want something physical to hold, especially at events. It makes a difference when someone can take something home with them.

Zoe Fisher: Yes. And your magazines are gorgeous. I’ve seen so many issues now and they’re so vibrant.

Trixie Gynn: Thank you. I have an amazing team. Shout out to Ivan Morales in New York who helps creatively direct the magazine. You can put together a beautiful layout, but if the printer doesn’t deliver quality, it doesn’t work. I had that experience early on. The colors were off and the print looked mediocre. That’s not what I want clients to see. They deserve something beautiful that represents their brand well.

Zoe Fisher: So how do you curate campaigns to support your readers and partners?

Trixie Gynn: I track what people read through the digital flipbook from PrintingCenterUSA that I embed on my website. I study the analytics, what pages get traffic, what days are busy, and that tells me what content is landing. That feedback shapes my editorial planning and helps me make every issue stronger.

Zoe Fisher: That’s so smart. You’re always looking to improve each issue.

Trixie Gynn: Yes. I review fonts, colors, layout choices. I take notes on everything. It’s trial and error. I remember which fonts didn’t print well or which combinations popped. This latest issue has Sabrina Carpenter and Michael O’Hearn, and the quality is amazing. The high gloss, the vibrancy, when people hold it, they’re like wow. And that’s the moment I want to create.

Zoe Fisher: I feel like I can always recognize your magazine even if the title wasn’t on the front.

Trixie Gynn: That’s so good to hear. Now I’m doing a luxury landscape magazine, and I’m still learning through that. The dimensions are bigger and it’s a totally different experience. I can’t wait to print it this week. It’s Print Week and I’m so excited.

“We help people bring their business ideas to life. I help design, save them money, and promote their brand in my magazine. It’s not just a one-stop deal. I connect you with partners and platforms across all kinds of events.” Trixie Gynn, CEO

Zoe Fisher: I’ll keep my eyes peeled for that one.

Trixie Gynn: It’s the Warrior Edition, covering sports and fashion from the U.S., Thailand, and London. It’s going to be incredible. I’m bringing it to Thailand for International Fashion Week and I think the luxury format will really make an impression.

Zoe Fisher: What does a typical day look like for you?

Trixie Gynn: It’s a lot. I’m a web developer, so I also have clients who need websites. One of them sponsors my Future Fighters of America program, which serves kids ages 7 to 19 in Texas and Los Angeles. We’ll have a special July print just for them, featuring the kids, their goals, and how they’re staying on track with health and education. That’s a project close to my heart.

Zoe Fisher: That’s amazing. You do so much in your community too.

Trixie Gynn: I try. And if anyone wants to advertise with Custom Trends, just reach out through my website or Instagram. I’ll be bringing a booth to Thailand with all my magazines and products. It won’t just be red carpet interviews. It’ll be a full presentation. And I have upcoming events in Los Angeles too. When you work with me, it’s not just a one-stop deal. I connect you with partners and platforms across all kinds of events.

Zoe Fisher: What’s your top advice for networking?

Trixie Gynn: Instagram. I know it can feel intimidating, but once you understand how to post reels, share links, and build consistency, it becomes your best marketing tool. Also, go to events. Hand people something, a business card, a little gift. It helps them remember you. Then maybe their friend needs something you offer, and boom, there’s your next client. Word of mouth is everything.

Zoe Fisher: Getting started is the hardest part. But it pays off.

Trixie Gynn: It can be a little scary at first. Sometimes people just want to chat instead of do business. You have to stay focused. Keep your posts fun, be yourself, but always keep your business front and center.

Zoe Fisher: Humor helps so much in short-form content too.

Trixie Gynn: Yes. I love laughing at reels, and I know that makes people more likely to engage. This summer, I’ll be visiting seven gyms, covering car events, and attending fashion shows. Every week there’s something happening in Houston.

Zoe Fisher: Are there any awards or projects you’re especially proud of?

Trixie Gynn: I’ve won two Telly Awards. A bronze in 2018 and a silver in 2020 for a Super Bowl project we did for Amazon Prime Video. It highlighted sports and also charity, especially my favorite Houston cat nonprofit. It’s not just about business. It has to come from the heart. You have to care about your cause.

“Instagram becomes your best marketing tool once you understand how to use reels, links, and stay consistent.” Trixie Gynn, CEO​

Zoe Fisher: So true. You can feel when it’s real.

Trixie Gynn: Exactly. I love cats. That one is easy for me.

Zoe Fisher: What’s the biggest challenge for Custom Trends right now?

Trixie Gynn: Honestly? Me. I need to be cloned. I do so much myself, editing, designing, publishing, and I’m realizing it’s time to bring in help. But I’m picky. I know exactly how I want things to look, and it’s hard to let go of that control. Still, I need to grow. If I don’t bring in help, I won’t be able to publish as many issues as I want.

Zoe Fisher: That’s so real. We all need help sometimes.

Trixie Gynn: It’s true. I missed a deadline this week because I had a big web project for an industrial company that also supports my youth charity. Everything connects. But I want to get better at delegating so we can grow faster.

Zoe Fisher: What’s something you hope listeners take away from this episode?

Trixie Gynn: Order the free sample pack from PrintingCenterUSA. That’s how I discovered the luxury landscape size. Being able to feel the papers and see the finishes opened my mind to what’s possible. Now I’m planning new projects I never would have dreamed of without that.

Zoe Fisher: Yes. That pack is free and full of surprises. You never know what might spark a new idea.

Trixie Gynn: Exactly. I have a whole list of things I want to create now. Before that, I thought I was limited to the standard sizes. That sample changed everything.

Zoe Fisher: If you had one day completely free, what would you do?

Trixie Gynn: The beach. I would drive to Galveston, soak up the sun, and eat something delicious. I need that reset.

“The high gloss, the vibrancy, when people hold it, they’re like wow. And that’s the moment I want to create. I review fonts, colors, layout choices. I take notes on everything. It’s trial and error. But I know what prints well.” Trixie Gynn, CEO

Zoe Fisher: I love that. So to wrap things up, how can people find you?

Trixie Gynn: Visit CustomTrends.TV or follow me on Instagram at @CustomTrends. Those are the two places I’m always active.

Zoe Fisher: Thank you, Trixie. It’s been so fun having you on the show. I can’t wait to see the new issues and hear all about your trip to Thailand.

Trixie Gynn: Thank you. I’m excited too. The fall issue will be amazing. It’s going to include everything from the trip. Food, fashion, culture, all of it. I can’t wait to bring it to life.

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Custom Made Trend Setting

Through Custom Trends, Trixie Gynn is showing that real impact happens when you lead with heart and hustle.
From honoring entrepreneurs and athletes to giving kids a platform to shine, her work reminds us that print is more than a product. It’s a powerful tool for storytelling, connection, and community. Whether you’re building a brand, launching a creative project, or dreaming of your first magazine cover, high-quality printing can help you turn your passion into something people can hold on to. Order today!

Listen to the full episode on Spotify or check out the interview on YouTube!

The post Behind The Print: More Than a Magazine appeared first on PrintingCenterUSA.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

7-minute read

“We created our own signing day event. Every senior gets a moment, no matter where they’re headed next. It’s one of the most engaging things we do. Families show up, students feel seen, and the whole community rallies around their futures.” Cameron Vernon, Athletic Director

Transcripts from Behind The Print with Coach Camron Vernon, the Athletic Director at Northwood High School in North Carolina

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is Charged Up and Printed Out and I’m here with Athletic Director at Northwood High School in North Carolina, Coach Camron Vernon.

Camron Vernon: Hi. Thanks for having me. Super excited to be here.

Zoe Fisher: We’re so glad to have you. Can you start by telling us about Northwood High School Athletics? What programs do you oversee and who are the students and families you serve?

“Visiting parents always say, ‘We don’t have anything like this.'” Cameron Vernon, Athletic Director​

Camron Vernon: We have a diverse student body of just over 600 kids in grades 9 through 12. We offer around 28 varsity sports. Out of those 600 students, about 275 to 300 are involved in athletics. That’s nearly half of our student body participating in sports in some way.

Zoe Fisher: That’s incredible. What are some of the biggest challenges or goals those student athletes are facing, and how does your department support them?

Camron Vernon: The biggest challenge is balance. Students are trying to manage academics, athletics, social lives, and responsibilities at home. It takes discipline to handle that much. We try to support them by helping them develop time management and encouraging strong character, not just performance.

Zoe Fisher: I love that. You’ve been leading Northwood Athletics for over 14 years. What do you think makes your leadership style or structure unique?

Camron Vernon: For the first several years I shared the role, but now I’m in it full time. Our enrollment dropped after a new school opened in our district, so we’ve had to shift and adapt. I always tell our athletes I don’t care about the scoreboard. What I care about is attitude and effort. If they show up with a positive mindset and give one hundred percent, I’m proud of them, no matter the outcome.

Zoe Fisher: That’s such a refreshing perspective. What’s a milestone or moment that really stands out for you?

Camron Vernon: Definitely seeing our seniors share their plans after high school. Whether it’s college, trade school, military, or heading straight into the workforce, we celebrate all of it. We do a Senior Sunset event where every student gets a signing day moment. We set up a table, a backdrop, and we announce their future plans on social media. It’s one of my favorite things we do.

Zoe Fisher: That sounds so meaningful, giving every student their moment. What are some challenges you’re currently facing in your role?

Camron Vernon: Honestly, it’s managing parent expectations. We love our parents and need their support, but sometimes there’s intense pressure around scholarships and playing time. What’s tough is that I get emails about awards and minutes on the field but never about test scores. I really want the focus to be on academics because that’s what carries you in life.

Zoe Fisher: That’s such an important point. You’re supporting them as full humans, not just athletes. Can you tell me how print has played a role in supporting your athletic programs?

Camron Vernon: Back when I was in high school, we had seasonal athletic print programs for fall, winter, and spring. They were filled with team photos, senior features, and ads from local sponsors. My mom still has those, and I flip through them whenever I visit. I wanted to bring that same experience to our school.

We didn’t have a big design budget, and I’m not a graphic designer, but I knew we needed to make it happen. I designed the athletic print programs myself and started working with PrintingCenterUSA. Honestly, the quality and turnaround were amazing, and your pricing was the best I could find, even better than local vendors. The result has been incredible.

“It’s very much like a yearbook. Our kids grab them at the games, they look through them, they want to see their pictures. Parents and grandparents flip through them.” Cameron Vernon, Athletic Director

Zoe Fisher: That’s so great to hear. What kind of impact has that had?

Camron Vernon: The programs feel like mini yearbooks. Students grab them at games and look for their photos. Parents and grandparents flip through them at the ticket table. And we give them away for free. Visiting teams always say, “We don’t have anything like this.” It makes our community proud, and I love sharing templates with other schools to help them get started too.

Zoe Fisher: I love that. You’re creating legacy pieces that families will keep for years. What advice would you give someone stepping into a role like yours?

Camron Vernon: You have to love it. The schedule is intense, especially in spring when we have multiple teams and unpredictable weather. It’s not a job you do for the money. It’s about the kids. You’re there more than administrators or school board members. You’re the constant for those student athletes.

And if you have a family, it affects them too. I have three kids of my own and a very supportive wife and extended family. I don’t see my kids as much as I’d like during the season, but now that things have slowed down, I’m focused on being a better dad and husband again.

“Printing Center had the best prices, the best quality, and the quickest turnaround I could find. Local vendors were four times the price.” Cameron Vernon, Athletic Director​

Zoe Fisher: That’s really honest and powerful. You’re making a huge difference in these students’ lives. Last question. If you had a day completely free, no practices, no paperwork, how would you spend it?

Camron Vernon: I’ve caught the travel bug lately. If money were no issue, I’d be traveling with my family. We’re heading to Ireland this summer, all of us, to explore our family’s roots. A researcher in Ireland has been doing our genealogy and tracing the Sullivan name. It’s going to be really meaningful.

Zoe Fisher: That sounds incredible. You definitely earned that trip. So for people who want to connect or follow Northwood Athletics, where should they go?

Camron Vernon: You can find us at northwoodathletics.net. That has schedules and contact info. Or follow us on Instagram at @chargerathletes. That’s where we post game days, athlete spotlights, and community updates.

“We had local businesses sponsor and advertise in the programs. It made them feel more involved, and it gave us a way to create something lasting.” Cameron Vernon, Athletic Director

Zoe Fisher: Amazing. Thank you so much, Camron, for all the work you’re doing and for sharing your story with us.

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Charged Up and Printed Out

Through sports, storytelling, and small acts of celebration, Camron Vernon is showing what it means to lead with intention. By using print to highlight student achievements and unify a community, he’s creating tangible legacy pieces that make young athletes feel seen and valued. Whether you’re an educator, a coach, or someone who believes in the power of print, this episode is a reminder that leadership is about showing up, staying grounded, and making moments that last. Order today!

Listen to the full episode on Spotify or check out the interview on YouTube!

The post Behind The Print: Charged Up and Printed Out appeared first on PrintingCenterUSA.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

11-minute read

“I feel like even though we’re public information… if you’re able to make people smile while also keeping them informed, that’s really something special.” Nick Tomecek, Okaloosa County Public Information Officer

Transcripts from Behind The Print with Nick Tomecek, Okaloosa County Public Information Officer

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is Photojournalism Meets Public Information. I’m here with the current Public Information Officer from Okaloosa County in beautiful Northwest Florida, Nick Tomecek.

Nick Tomecek: Hi Zoe. Good to see you!

“Calendars…when you have a talented staff of photographers, you get great images and people like to look at great images on their calendars.” Nick Tomecek, Okaloosa County Public Information Officer

Zoe Fisher: Good to see you too. Sounds like a beautiful day in Destin and Fort Walton Beach.

Nick Tomecek: Absolutely. Just another gorgeous day here on the Gulf Coast.

Zoe Fisher: Sounds amazing. You must be tempted to head to the beach.

Nick Tomecek: Definitely.

Zoe Fisher: Nick, can you share a bit about your career journey, from journalism to public information?

Nick Tomecek: I started in photography back in Kentucky, fell in love with photojournalism, and wanted to work for newspapers. I studied journalism at the University of Kentucky, worked at the student newspaper, and learned photography with film. I enjoyed telling people’s stories through images and caught the journalism bug early. Over the years, I freelanced and moved between newspapers across the country before deciding I wanted to work and live in Florida.

I applied to as many newspapers as I could and landed here in beautiful Destin and Fort Walton Beach. I worked at a local newspaper for about twenty years. If you stay long enough, they eventually promote you, so I became an editor for digital content. After some time, I felt I was reaching the end of my journalism career. I saw an opportunity with Okaloosa County government, doing similar work in public information, and made the transition. Now, I take photos, promote the county, and deliver information to the public with the help of a great team of creative people.

Zoe Fisher: I love that you have a team all working together. That sounds like so much fun.

Nick Tomecek: It definitely is.

Zoe Fisher: What is your day-to-day like as a public information officer?

Nick Tomecek: Our job is right in the title, we inform the public. We share what their county government is doing and how taxpayer dollars are being spent. We cover everything from water and sewer projects to the library co-op. Many people don’t even know about these services, so we spread awareness using social media, traditional press releases, and live coverage of county meetings. One of the biggest responsibilities is hurricane and storm preparation. Here on the Gulf, hurricane season starts June 1st, and public information is critical before, during, and after any storm. When disaster strikes, people crave information. The more they know, the better they feel and the faster they recover. We also work closely with our five elected county commissioners. Thankfully, here in Okaloosa, they work well together with staff to get things done, which is not always the case elsewhere.

“One of the big things is photos and videos. When you’re on scrolling on social media, you don’t want to read a wall of words. A picture really does say a thousand different things. So, grab the audience and let them know what we’re doing, using our skills as photographers, using our skills as communicators. And writing, is also a big part of it!” Nick Tomecek, Okaloosa County Public Information Officer

Zoe Fisher: That is such important work. I love that you all do it as a team.

Nick Tomecek: It definitely takes a village.

Zoe Fisher: You mentioned that some topics can be a little boring for the public. How do you keep those topics engaging?

Nick Tomecek: Photos and videos are key. When you’re scrolling on social media, you’re drawn to visuals, not walls of text. A great photo can tell a story in seconds. We use photography and creative writing to grab attention, making sure the content is informative but also fun and engaging. Our goal isn’t to cause controversy but to keep the public informed in a way that feels approachable and interesting.

Zoe Fisher: I agree. Good visuals are what pull me in too.

Nick Tomecek: Exactly. A strong visual presence helps make even government news feel fresh and accessible.
We also use both digital and print media to reach different audiences.

Zoe Fisher: Speaking of print, one of my favorite pieces you created was your hurricane preparation booklet.
How exactly do you use print?

Nick Tomecek: People really value having a printed hurricane guide. We distribute them through libraries and administrative offices, and during our Hurricane Preparedness Expo, which we call Florida’s Greatest Hurricane Preparedness Party. The booklet includes important phone numbers, shelter locations, evacuation plans, and other essential information. It is small enough to fit in a hurricane kit, so people can still access critical info if power or communications go down. Every year, we update it with fresh information and send it to PrintingCenterUSA for production.

Zoe Fisher: I love how it turned out. It looks amazing.

Nick Tomecek: Thank you. We are proud of it.

“Everybody has a story, as you know. And so telling that story in a way that invites people to learn about it, invites people to experience with you the things that you’re doing…you’re still able to keep people engaged.” Nick Tomecek, Okaloosa County Public Information Officer

Zoe Fisher: Are there other print projects that have helped amplify your message?

Nick Tomecek: Calendars have been very popular. We started creating them a few years ago, featuring beautiful photography of local nature and landmarks. Residents love them, especially because they are free. Our team has some very talented photographers, and the calendars showcase the beauty of Northwest Florida, from beaches to woodlands. We also produce an annual report for the county. It highlights the accomplishments of each department with strong visuals and clean design, helping people stay informed about their local government.
Another piece is the Parks Guide, a printed resource listing all the parks and recreational facilities.

Zoe Fisher: I love your calendar, especially the April rainbow photo over the island and the August octopus shot.
They’re adorable and really showcase your team’s talent.

Nick Tomecek: Thank you. The rainbow shot was captured by someone on our tourism team who launched a drone from his office. The octopus photo was taken by a marine biologist on our coastal team. He’s passionate about showcasing less celebrated sea life like octopuses, rather than just the popular dolphins and turtles. Myself and another teammate, Ed Vincent, contribute a lot of the land-based photography you see too.

Zoe Fisher: That is so fun. I love hearing those backstories.
The calendar is free, but how is it funded?

Nick Tomecek: It is funded by our airports department, which operates as an enterprise fund, meaning they generate their own revenue. Tourism taxes also help support projects like these. When people stay in short-term rentals or hotels, they pay an additional tax that helps fund tourism and promotional efforts like our calendars.

Zoe Fisher: That is awesome. What has been one of the most meaningful moments in your career?

Nick Tomecek: It’s not just one moment, but the overall feeling of doing good work. When someone approaches us to say they loved a photo or a video we made, it reminds me why we do this. If we can make people smile while keeping them informed, that’s success to me. It elevates government communication into something positive and impactful.

Zoe Fisher: I completely agree. Keeping people informed in an engaging way makes all the difference.

Nick Tomecek: Absolutely.

Zoe Fisher: What can small businesses or other creatives learn from public communication strategies?

Nick Tomecek: A lot. Marketing and public communication are very similar. It is all about storytelling. If you can invite people to experience your story and engage with your brand in an authentic way, you will build an audience. Use visuals, stay consistent, watch trends, and always aim to connect with people where they are. The same principles that work for government communication work for small businesses too.

Zoe Fisher: That is fantastic advice. Every business can benefit from that mindset.

Nick Tomecek: Definitely.

Zoe Fisher: Now for a fun one. What would your perfect unplugged day look like?

Nick Tomecek: Outdoors, definitely. In 2004, my brother and I hiked the Appalachian Trail from Georgia to Maine. Backpacking is a big passion of mine. I love camping, kayaking, cooking outdoors, and just listening to the wind through the pine trees. Recently, I went camping alone, caught a fish for once, and just relaxed.
At home, I enjoy watching reruns of old-school Law and Order. Being a dad to my twelve-year-old son is also the best part of my life.
He is into video games and scouting, and we camp together sometimes too. Overall, I live a very full and happy life.

Zoe Fisher: That sounds amazing. Sometimes it’s important to pause and appreciate those moments.

Nick Tomecek: Absolutely.

Zoe Fisher: My CSR mentioned you love our hold music. Is that true?

Nick Tomecek: Yes. I called PrintingCenterUSA before our chat today, and I actually asked the team to put me on hold just so I could hear the music. It is catchy. Most companies have boring hold music, but yours is fun and memorable.

Zoe Fisher: I am so glad you like it. You are not the first person to say that.

Nick Tomecek: It is awesome. I have never asked another company to put me on hold just for the music.

“Use that social media, see what the kids are watching as they say, and implement those tactics and those strategies. And you’re gonna gain an audience every time. Be consistent, keep it visual, keep it engaged, and you’re gonna get your word out and people are gonna learn all about you.” Nick Tomecek, Okaloosa County Public Information Officer

Zoe Fisher: Thanks Nick. Where can people follow your work or connect with Okaloosa County online?

Nick Tomecek: We are on Facebook, Instagram, X, and LinkedIn. You can find all the great content we discussed there or on our website.

Zoe Fisher: Perfect! Thanks for being on the show.

Nick Tomecek: Thank you. It was a pleasure.

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Where Storytelling Strengthens Communities

From hurricane prep guides to underwater octopus photos, Nick Tomecek and the team at Okaloosa County are redefining what public communication can look like. By blending visual storytelling with thoughtful print materials, they’re making government feel more human, more local, and more accessible. Whether it’s a calendar that celebrates natural beauty or a booklet that saves lives in a storm, print plays a vital role in keeping communities connected and informed. If you’re ready to turn your own mission into something tangible, explore how high-quality printing can help you inspire, engage, and make a lasting impact. Order today!

The post Behind The Print: Photojournalism Meets Public Information appeared first on PrintingCenterUSA.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

11-minute read

“And these, whether it’s a brochure or the coloring book, which we’ll talk about in a second, print has played a huge part in what we do, and it always has. And while others may think that print is dead, and favor toward apps or their iPhones or any other digital media, you still can’t beat handing somebody a brochure.” Eric Lindstrom, Executive Director

Transcripts from Behind The Print with Eric Lindstrom, Executive Director of FARM, the Farm Animal Rights Movement

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is Make Friends With My Farm Animals, and I’m here today with Executive Director of the Farm Animal Rights Movement, Eric Lindstrom.

Eric Lindstrom: Hi Zoe, thank you for having me on.

Zoe Fisher: Of course, Eric! I’m so glad to get to talk with you about all your adventures and about the foundation itself.

Eric Lindstrom: Sure, definitely. Ask away if you have any questions.

Zoe Fisher: Yeah! So, can you introduce us to FARM and tell us what you do as Executive Director?

Eric Lindstrom: FARM, or Farm Animal Rights Movement, is the nation’s oldest animal rights organization dedicated to ending the use of animals for food. We were founded nearly 50 years ago in Washington, DC.
Our mission since 1976 has been simple: end the use of animals for food. All of our programming and events support people adopting a plant-based diet, for human health, for the environment, and most importantly, for the animals.

“Very few people go vegan overnight. Our approach is providing educational resources through events, demonstrations, and outreach, mainly targeting young people who are still impressionable and passionate about saving the environment.” Eric Lindstrom, Executive Director​​​

Zoe Fisher: That’s such an inspiring mission. How did it all begin?

Eric Lindstrom: FARM was co-founded by Alex Hershaft, who will be celebrating his 91st birthday this July.
Alex is a Holocaust survivor. After escaping Poland and coming to the U.S., one of his early jobs placed him in a slaughterhouse. Walking into that environment triggered vivid memories of the Holocaust for him. From that day forward, he committed his life to saving animals and encouraging people to leave animals off their plates. While PETA focused on animal experimentation, FARM focused on farmed animals and we still do.

Zoe Fisher: That’s powerful. What does success look like for FARM?

Eric Lindstrom: Success takes time. Very few people go vegan overnight. Our approach is providing educational resources through events, demonstrations, and outreach, mainly targeting young people who are still impressionable and passionate about saving the environment. Our goal is to reach as many people as possible, gently encourage them to try initiatives like our MeatOut campaign, starting by giving up meat for one day, then one week, and eventually for life. Ultimately, it’s about education, support, and building a movement one person at a time.

Zoe Fisher: I love that approach. It’s hard to change habits overnight, especially when options aren’t always accessible.

Eric Lindstrom: It’s getting better though. I’ve been vegan for 13 years. When I started, vegan options were rare, even in grocery stores or restaurants. Now you see plant-based products everywhere like Impossible Foods and Beyond Burgers. Even beyond the substitutes, about 90 percent of the grocery store is already vegan if you think about produce, pasta, spices, and canned goods. When people ask me for vegan recipes, I just tell them: cook what you normally cook, but use vegan ingredients. There’s a replacement for everything now.

Zoe Fisher: That makes it feel much more doable. Just swap brands, not your whole lifestyle overnight.

Eric Lindstrom: Exactly. It’s about changing brands and shifting perspective.

Zoe Fisher: What is the biggest challenge when trying to shift mindsets around animal rights?

Eric Lindstrom: The biggest challenges are habits and cultural backgrounds. People love their foods, their traditions, and there is often a cognitive dissonance, knowing something is wrong but continuing anyway. Even when people are exposed to the realities of factory farming, it is not always enough. Our work is about education and patience. There are programs like Veganuary, 10 Weeks to Vegan, and our MeatOut campaign that help people ease into it at their own pace. The key is showing it’s possible, not demanding perfection.

Zoe Fisher: It’s like anything, you need a smart goal and realistic steps to get there.

Eric Lindstrom: Exactly. Big changes happen in small, steady moves. Commit to a week. Try new foods. Realize you are not sacrificing, you are discovering. It is a lot easier today than it used to be, and we want to empower people to succeed without judgment.

Zoe Fisher: Have any of your campaigns stood out as especially impactful?

“Whether you are raising awareness, building community, or amplifying a cause, high-quality print can turn your mission into something tangible and unforgettable.” Eric Lindstrom, Executive Director​​

Eric Lindstrom: Definitely. Over the years, we have had protests, demonstrations, and online campaigns that reached hundreds of thousands. One campaign that made national news was MeatOut Day. When Governor Polis of Colorado proclaimed March 20th as MeatOut Day, it caused an uproar in an agricultural state. Farmers and ranchers created a counter-campaign called MeatIn Day. Ironically, their outrage amplified our message across the country. It was covered by the New York Times, Washington Post, and many others. Sometimes the controversy itself shows how powerful the idea really is.

Zoe Fisher: That’s incredible. They tried to flip it, but you gained even more awareness.

Eric Lindstrom: Exactly.

Zoe Fisher: You mentioned using print materials like coloring books. Can you tell me more about how you use print to support your mission?

Eric Lindstrom: Print has always been essential for us. Even in a digital world, handing someone a brochure or a well-designed postcard is still powerful. We produce brochures like Bite Into a Better World, postcards comparing a dog and a cow to challenge perceptions, and educational materials for festivals and events. We also created a beautiful children’s coloring book with illustrator Ruby Roth. Instead of traditional farm narratives like milking cows, our book shows farm animals’ personalities, like chickens purring and piglets being playful. It plants seeds of compassion without heavy messaging. We initially printed 15,000 large-format coloring books, but they were expensive. That is when PrintingCenterUSA helped us scale it down affordably. Now we have a pocket-sized version with a semi-gloss cover and crayon-friendly interior, perfect for handing out at parades, pride events, and community gatherings. Print allows us to reach people where they are in a way that feels warm, not aggressive.

Zoe Fisher: I love that. It is accessible, creative, and perfectly scaled for nonprofits.

Eric Lindstrom: Exactly. And we are working toward getting these into mainstream family restaurants too, not just vegan spots.

Zoe Fisher: That would be amazing. I love the idea of kids connecting early and forming compassion naturally.

Eric Lindstrom: That is our goal. If a child names an animal, they are less likely to want to harm them.
We want to create those gentle, lasting impressions.

Zoe Fisher: What advice would you give to someone starting a nonprofit or advocacy group?

Eric Lindstrom: First, build good assets: high-quality images, approachable writing, strong design. People do not want to read a wall of text, so bullet points, clear headlines, and powerful visuals are key. Next, know your audience. Everything you design should resonate naturally with them. Finally, be smart with your printing budget. Use tools like ChatGPT to repurpose content for brochures, social captions, and blog posts efficiently. Good design should feel invisible. It should pull people in, not hit them over the head.

“Big changes happen in small, steady moves. Commit to a week. Try new foods. Realize you are not sacrificing, you are discovering.” Eric Lindstrom, Executive Director

Zoe Fisher: That is fantastic advice for nonprofits and small businesses alike.

Eric Lindstrom: Absolutely.

Zoe Fisher: How does fundraising work for FARM?

Eric Lindstrom: The biggest fundraising push is around Giving Tuesday at the end of November. It kicks off our end-of-year campaigns, which include email marketing, social media, and direct mail. For our mailers, we create colorful envelopes, business reply cards, executive letters, and highlight sheets. We send them to our top donors and hope for strong returns. About 90 percent of our donations go directly back into programming, like creating educational materials, funding MeatOut events, and printing new coloring books.

Zoe Fisher: Where can listeners donate if they want to support your work?

Eric Lindstrom: They can visit farmusa.org/donate or just click the donate button right on our homepage.

Zoe Fisher: I also have to ask. Do FARM employees have to be vegan?

Eric Lindstrom: Yes. Everyone on staff, and even our volunteers, must be vegan. We align with our mission completely.

Zoe Fisher: That makes perfect sense. Your values have to match your work.

Eric Lindstrom: Exactly.

Zoe Fisher: What do you hope someone takes away from this episode?

Eric Lindstrom: I hope they realize change is possible. Whether you go meatless on Mondays or commit fully to a plant-based diet, you can make a difference. It is not about sacrifice. It is about discovery, about living more compassionately and helping create a better world. Even one meal, one day at a time, matters.

Zoe Fisher: That is such a beautiful message.

Eric Lindstrom: Thank you.

Zoe Fisher: If you had a free day to spend however you wanted, what would you do?

Eric Lindstrom: Honestly, I would just be outside. I love springtime, the flowers, the trees blooming, the energy of renewal. I live in an area with lots of waterfalls, hiking trails, and gorges. A perfect day would be hiking, relaxing, and maybe, if I had more time, working on my third book.

Zoe Fisher: That sounds wonderful.

Eric Lindstrom: It really is.

Zoe Fisher: Lastly, how can listeners stay connected with you and FARM?

Eric Lindstrom: Visit farmusa.org. Subscribe to our e-newsletter, shop our online store, or follow us on Facebook, X, Instagram, and YouTube. Even if you are not fully plant-based yet, there is so much you can learn and be inspired by.

Zoe Fisher: Thank you, Eric, and thank you to everyone listening.

“When people ask me for a vegan recipe, maybe they are having someone over for dinner and they’ve requested a plant-based menu, I always just tell them, choose whatever recipe you want to make and simply use vegan ingredients because there is a replacement for everything now.” Eric Lindstrom, Executive Director​

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Where Print and Purpose Meet

From vibrant coloring books that spark compassion in children to outreach campaigns that educate and empower, Eric Lindstrom and the team at FARM are proving that print still holds incredible power in a digital world. By blending visual storytelling with strategic messaging, they show how printed materials can create real human connection and drive positive change. Whether you are raising awareness, building community, or amplifying a cause, high-quality print can turn your mission into something tangible and unforgettable. If you are ready to bring your own message to life, explore how impactful printing can support your goals with PrintingCenterUSA. Order today!

The post Behind The Print: Farm Animal Rights Movement appeared first on PrintingCenterUSA.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

8-minute read

“Our catalog feels more like a fashion catalog than a product booklet.” Kristal Narkiewicz, Experience Manager

Transcripts from Behind The Print with Sok-It’s Customer Experience Manager, Kristal Narkiewicz

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is The Sok-It Story. I’m joined by Kristal Narkiewicz, Customer Experience Manager at Sok-It.

Kristal Narkiewicz: Hey! Thanks for having me.

Zoe Fisher: So for someone discovering Sok-It for the first time, what do you do and what makes you different?

Kristal Narkiewicz: We make neoprene cup covers for cold drinks. We started with the JavaSok for iced coffee, and now we have versions for cans, bottles, and even lunch totes. Our lunch totes were created because most on the market don’t keep food cold all day. We’re all about solving cold drink problems with fun, fashionable neoprene designs.

“Our Facebook group, Sock Heads, gives instant feedback… We’ve scrapped designs based on their reactions and launched better ones.” Kristal Narkiewicz, Experience Manager

Zoe Fisher: You cover so many different use cases! I also love your printsthere are so many.

Kristal Narkiewicz: We’ve created over 600 styles in the last eight years. We try to offer something for everyonesports fans, hobbyists, you name it. It’s about giving people something that makes their daily drink experience better and more personal.

Zoe Fisher: Tell me your story. How did you go from fan to Customer Experience Manager?

Kristal Narkiewicz: Sok-It was started by my uncle David, who’s an iced coffee fanatic. He hated the puddles on his desk, so he created a cover to stop them. At first we had three colors, inspired by Dunkin’. He’d send me products in college, and I’d give them out to friends. We could literally track sales based on where I was handing them out. It became a bit of a grassroots influencer role before that was a thing. Eventually, after years of input and product testing, he asked me to join the team full-time.

Zoe Fisher: That’s so cool. You’ve really been with the brand since the beginning.

Kristal Narkiewicz: Definitely. Now I work across departmentscustomer service, wholesale, marketing, print selection, trend research. It’s a small team, so we all wear a lot of hats.

Zoe Fisher: Your product really works. I was surprised how long my drink stayed cold.

Kristal Narkiewicz: Same! I sip large iced coffees all day and still have ice hours later. They’re compact, travel-friendly, and even stadium-approved. My kids love them too. They’re functional and fun.

Zoe Fisher: How do you come up with your print designs?

Kristal Narkiewicz: We’re very trend-driven. I attend several wholesale markets a year and work with trend companies to forecast what’s coming. We look for bold, crisp, seamless designs. We go through multiple rounds to get it right and pride ourselves on the print quality it’s one way to spot us over the knock-offs.

Zoe Fisher: Tell me about your printed marketing materials. How do you keep the vibe so strong?

Zoe Fisher: That’s so thoughtful and practical. For others who may be building a brand in a sensitive space like this, what advice would you give about using design and marketing to communicate compassion?

Tina Ebanks: Lead with empathy. Put yourself in your customer’s shoes. They’re often under time pressure, dealing with emotional stress, and facing conflicting input from family members. Our templates are designed to accommodate all of that, allowing multiple family members to collaborate and contribute with ease.

Zoe Fisher: That collaboration piece is so powerful. Would you say your business stands out in this space?

Tina Ebanks: I believe so. I haven’t seen many other companies offering funeral templates through an online design platform like ours. Most are still downloadable Word files, and the design quality is often lacking. I wanted to create something that honored our loved ones the way we do for weddings—elegant, thoughtful, and cohesive.

“Employees are our best ambassadors. When customers see the product in use, it sparks conversation.” Kristal Narkiewicz, Experience Manager

Kristal Narkiewicz: We use bold colors and vibrant lifestyle photos to grab attention. Our catalog feels more like a fashion catalog than a product booklet. Our product is a fashion accessory for a lot of people, so we leaned into that in our branding.

Zoe Fisher: I love that it gives it a premium feel. And the nursing community loves you too, right?

Kristal Narkiewicz: Nurses are our biggest supporters. We’re in a lot of hospital gift shops. Nurses often match their Sok-It to their scrubs or go for bright contrasts. It’s fun and shows how people use them as self-expression.

Zoe Fisher: What’s the most important part of your role?

Kristal Narkiewicz: Making customers feel heard. If a package gets lost or delayed, we go above and beyond whether it’s a freebie, discount, or faster shipping. We want people to feel valued and supported.

Zoe Fisher: I noticed your website is super organized and fun to browse.

Kristal Narkiewicz: Thank you! I help with that too. Even though I’m in customer service, I touch wholesale, logistics, and web content. If someone’s ordered from us 15 times and finally hits a snag, I want to make it right.

Zoe Fisher: How do you use printed inserts to build loyalty?

Kristal Narkiewicz: We include employee sample kits with wholesale orders four mediums, a printed box label, and a postcard with sales tips. Employees are our best ambassadors. When customers see the product in use, it sparks conversation. The postcard helps staff speak confidently about the features.

Zoe Fisher: Do you get feedback on those kits?

“Nurses are our biggest supporters. They often match their Sok-It to their scrubs or go for bright contrasts. We want people to feel valued and supported.” Kristal Narkiewicz, Experience Manager

Kristal Narkiewicz: Absolutely. Retailers say it helps their staff sell better, and employees feel appreciated. It’s a small gesture that makes a big impact.

Zoe Fisher: Have you had any customer moments that really stuck with you?

Kristal Narkiewicz: One woman wrote in to say our product helped her during breast cancer treatment. Her hands got cold from chemo and she struggled to hold cups. She used JavaSoks on everything. She even bought a bulk order to donate to her oncology office which inspired me to do the same. That meant a lot.

Zoe Fisher: That’s incredible. What advice would you give other small businesses trying to stand out?

Kristal Narkiewicz: Be flexible. Think outside the box. Customer service isn’t one-size-fits-all. Our employee sample kit was an idea that helped us grow. Build a brand vibe. For us, it’s fun and playful we work hard, play harder. And keep your customers happy. Word of mouth is powerful.

Zoe Fisher: How has social media played a role in Sok-It’s success?

Kristal Narkiewicz: Huge. Our Facebook group, Sock Heads, gives instant feedback. We’ve scrapped designs based on their reactions and launched better ones. They share creative use cases and help us stay connected to the community.

Zoe Fisher: What’s the wildest use you’ve seen for a Sok-It?

Kristal Narkiewicz: A truck driver used one as a kitten car seat. He found a kitten on the road and put it in a medium JavaSok in his cup holder it sat there for hours. Another guy in Texas used it to grip his hot steering wheel. People get creative!

Zoe Fisher: That’s amazing. If you had a completely free day, what would you do?

Kristal Narkiewicz: I’d go fly fishing. Being on the water, surrounded by quietit’s soul-refreshing. I don’t even care if I catch anything.

“We work hard, play harder. That’s always been our company policy. And don’t just work hard but work hard for your customers, employees, and coworkers.” Kristal Narkiewicz, Experience Manager

Zoe Fisher: I love that. Where can people find Sok-It?

Kristal Narkiewicz: Our website is sok-it.com, and we’re also on Amazon and in over 1,600 retailers nationwide. We’re in places like Scooter’s Coffee and lots of hospital gift shops. The west coast is our next big expansion area.

Zoe Fisher: Amazing. I’ve used Sok-It myself, and now my coffee will never go bare again!

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Work Hard, Play Harder

Sok-It is proof that practical design can still be playful. Kristal Narkiewicz and her team have built a brand that turns everyday iced coffee habits into moments of self-expression and joy. Whether it’s brightening someone’s desk, supporting a nurse on their shift, or helping a survivor hold on with comfort, Sok-It shows that even small accessories can make a big impact. At PrintingCenterUSA, we’re proud to support brands like Sok-It that use thoughtful design and print to create products people love—and never want to sip without. Order today!

The post Behind The Print: The Sok-It Story appeared first on PrintingCenterUSA.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

10-minute read

“So it is truly like the best way. I remember we’ve been doing a program book for as long as I can remember, and I have a stack of our program books and how they’ve evolved through the years.” Taylor Wilson, Co-Director at South East Dance Academy

Transcripts from Behind The Print with Taylor Wilson, Co-Director at South East Dance Academy

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is Stoking the Fire Between Dance as an Art and a Sport, and I’m joined by South East Dance Academy co-director and instructor Taylor Wilson.

Zoe Fisher: Hey Taylor, how’s your day been?

Taylor Wilson: My day’s been great, thank you for asking.

“Dance is art, and art is in our society to say the things that are uncomfortable and to bring awareness and to portray messages to people that might not have that perspective or access to that perspective.” Taylor Wilson, Co-Director at South East Dance Academy​

Zoe Fisher: Of course. I’m glad to hear that. Can you tell us a bit about Southeast Dance Academy and your role as co-director?

Taylor Wilson: Absolutely. South East Dance Academy is a family-owned dance studio in Wilmington, North Carolina. We’ve been in our current building since I was in fourth grade. Since we’re a family business, I did all of my informal dance training here growing up under my grandmother, Lynn Raley, who owns the studio. We started as two smaller businesses and eventually built our current location, merging everything into what is now Southeast Dance Academy. I now teach, co-direct the studio, assist our office manager, and direct our performing company.

Zoe Fisher: That’s awesome. What has dance meant in your own life, and how do your experiences show up in your choreography or teaching style?

Taylor Wilson: Dance has always been my outlet. It helps me express whatever season of life I’m in, whether that’s personal relationships or just navigating life. It’s healing and transformative. I believe dance is art, and art exists to say the hard things, bring awareness, and share perspectives. If someone sees my choreography and it resonates with their own story or opens their eyes to something new, then I’ve accomplished my goal.

Zoe Fisher: I love that, and I bet it inspires your younger students too.

Taylor Wilson: I hope so. I work with all ages, and for the little ones, dance helps them express feelings they don’t yet have words for. For older students, it gives them a safe outlet or helps them understand what someone else might be going through. It’s valuable across the board.

Zoe Fisher: How do you foster creativity and communication in a competitive space like dance?

Taylor Wilson: We’re a dance family first and foremost. We foster healthy competition in a positive way. If one student gets a new skill, their peers are naturally motivated to try too. It’s about teamwork and lifting each other up. We start that culture from day one. If one of us wins, we all win. And wins don’t always mean trophies. Sometimes it’s just finally nailing something you’ve worked on for months. We celebrate those moments together.

Zoe Fisher: That’s inspiring. What’s a moment in your career that reminded you why you do this work?

Taylor Wilson: One that stands out was when I taught an adult dance class in Chicago right before the pandemic. I was pretty young and unsure how to teach adults, but I came into it with love and authenticity. On the last day, one of the students gave me a beautiful letter thanking me, and it really showed me the impact of showing up with kindness. I still keep that letter in a keepsake box and look at it when I need a reminder of why I do this work.

“It brings our teams together… it’s a big deal. They’re in a magazine, like, so it’s worth it.” Taylor Wilson, Co-Director at South East Dance Academy

Zoe Fisher: That’s beautiful. You never know the mark you’re leaving. What about fundraising—how does your studio approach that?

Taylor Wilson: We fundraise primarily for our competitive teams through our 501(c)(3) booster club. The club organizes fundraisers and distributes the proceeds among participating students. It’s completely separate from our main business, and the directors aren’t involved in the club’s finances. The funds go toward covering costs like entry fees and team meals, and they really help bring our teams together.

Zoe Fisher: Tell me about your printed materials. Are there any your dancers especially love?

Taylor Wilson: Our most loved item is definitely our end-of-year program book. It features ads purchased by families—everything from baby ballerinas to graduating seniors. We’ve done these books for years, and people collect them like memory albums. We also do a raffle for the cover photo, which gets everyone excited. The book is given to every recital participant, and it’s something they can keep forever. It’s more lasting than a t-shirt because it captures their growth in pictures.

“You can outgrow a t-shirt… there’s just a difference in pictures and it’s all saved right here in this book.”​ Taylor Wilson, Co-Director at South East Dance Academy

Zoe Fisher: That sounds so special. Any advice for others looking to create something similar?

Taylor Wilson: Start early. Make a plan and stick to it. Be clear about deadlines for ads and materials. Have someone on your team design the pages and work with a trusted partner for the cover. Review the book thoroughly before printing. Allow room for learning. There’s always going to be something you didn’t catch. But it’s 100% worth the effort. Our goal is to make something beautiful and timely that families will treasure. When they hold that book in their hands before the show, it all comes together.

Zoe Fisher: I love that, and the inside design really shows how much work you all put in. So if you had a totally free day, how would you spend it?

Taylor Wilson: I’d spend it with my family. That’s part of why I moved back to Wilmington. I’ve got my parents, grandparents, siblings, husband, and son here. On a day off, we’ll go for coffee, hang out at the beach, or just relax together. I try to avoid a to-do list when I can and just enjoy the people I love.

Zoe Fisher: That’s so sweet. Where can our listeners follow along with you and South East Dance Academy?

Taylor Wilson: We’re on Facebook, Instagram, and our website. We just redesigned our site to better reflect our studio culture. We also post end-of-year concert videos, slideshows with parent-submitted photos, and updates from our competitions and conventions.

Zoe Fisher: Amazing. Thank you so much for joining us and sharing more about the

Taylor Wilson: Thank you for having me. It’s been a pleasure.

“It reminded me that the work we do in the studio transfers into the webs of the rest of the world and how we see things and approach things, and I just never had thought of my teaching to be impactful in the way in which it impacted him.” Taylor Wilson, Co-Director at South East Dance Academy

Zoe Fisher: Amazing. Everyone, be sure to check out this incredible dance academy. It’s truly amazing!

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Where Dance Meets Design

From shaping young artists to creating keepsakes that capture years of growth, Taylor Wilson and the team at South East Dance Academy are turning movement into memory. Through beautifully crafted program books and heartfelt storytelling, they show how print can preserve the magic of performance and build community across generations. Whether you’re publishing recital programs, team yearbooks, or creative marketing materials, you can bring your own story to life with high-quality printing that celebrates every step of the journey. Order today!

The post Behind The Print: Stoking the Fire Between Dance as an Art and a Sport with South East Dance Academy appeared first on PrintingCenterUSA.

Below, you’ll find the transcript of our conversation, edited for clarity to ensure easy reading. If you want the full, authentic experience, make sure to check out the video attached below.

7-minute read

“You can create anything. Come up with an idea and run with it.” Kelly Burgin K. Carroll Owner

Transcripts from Behind The Print with K. Carroll Accessories Group

Welcome back to Behind The Print podcast, where we feature industry leaders and uncover the creative minds behind businesses in the professional printing world. Our mission is to provide you with inspiring, actionable resources to elevate your business projects and accelerate your journey to excellence in profit and print.

Today’s episode is K-Carroll accessories, Meet the Personalities Behind the Handbags, and I’m joined by Abigail Fitch, their designer; Kelly Burgin, the owner and product manager; and Jennifer Sloan, their wholesale manager.

All: Hi!!!

Zoe Fisher: Let’s go back to 2002 in your garage. What inspired you to start K. Carroll Accessories?

Kelly Burgin: It’s a lemons to lemonade story. I lost my job when the company I worked for got bought out. I had three little kids and wanted to start something of my own. We began in accessories, and over time it evolved into retail handbags and both men’s and women’s accessories. We now sell directly to consumers and wholesale to boutiques across the country.

Zoe Fisher: Who’s your typical customer?

Kelly Burgin: It ranges from ages 15 to 100. Our core customer is probably in the 30 to 60 range, but we’re reaching younger audiences too, thanks to TikTok and help from our daughters.

Abigail Fitch: It’s tough to market to such a wide range, but we try to have fun with it and see what people respond to.

“It’s tough mixing the marketing though to, adhere to what everyone wants to see and fit every style. So it’s kind of a journey to see what people respond to, but we like having fun with it and just creating and seeing what people enjoy.” Abigail Fitch, Designer​

Zoe Fisher: Your catalogs hooked me. I want every single bag.

Kelly Burgin: That’s the idea! Our prices are in the $30 to $50 range. You don’t have to spend $1,200 for a designer bag. You can afford a few of ours.

Zoe Fisher: It still feels like designer-level quality. What’s worked for you in reaching that younger market?

Kelly Burgin: It’s about understanding what they want—what’s trending on socials, what styles they like. Abigail helps with that generational insight.

Jennifer Sloan: Trends are funny. What’s old is new again. Everything comes back. We’re seeing 80s styles return, like the magic eight ball. We’re even designing accessories around it.

Abigail Fitch: I see trends like that everywhere. It’s timeless and fun.

Zoe Fisher: It seems like your brand isn’t about age. It’s about lifestyle. You have bags for students, working professionals, and everyone in between.

Kelly Burgin: Exactly. My daughter uses our large tote for college. I use it for my laptop. Jen brings her lunch in it. It’s all about function for different lifestyles.

Zoe Fisher: What do your products help women feel confident about?

Kelly Burgin: We focus on features. We add D-rings for keys, credit card sleeves, and thoughtful details. As women designing for women, we think about what makes a bag useful and stylish.

Abigail Fitch: Functionality is huge. I want something that helps me get through my day, not just look good.

Zoe Fisher: That intentional design really shows. Can you walk me through the design process?

Kelly Burgin: Inspiration comes from anywhere. Even my husband taking photos of strangers’ bags! We get ideas from what we see in real life and from trends.

Zoe Fisher: What’s the heart of what makes K. Carroll unique?

Kelly Burgin: It’s the team. We’re a close-knit group of women. We care about each other and enjoy working together. That shows in the product.

Jennifer Sloan: We’re friends as much as coworkers. We want the best for each other.

Abigail Fitch: People say their workplace is like family, but here it truly is. These are my besties.

Zoe Fisher: What’s been your “I can’t believe this is my life” moment?

“Scale slow. Don’t scale too quickly. And honestly, you’ve just gotta surround yourself with the right people.” Kelly Burgin, K. Carroll Owner

Abigail Fitch: Being part of Oprah’s Favorite Things. It was surreal seeing my work go national.

Kelly Burgin: Abby is the face of everything we do—catalogs, website, postcards. Oprah recognizing that work was huge.

Jennifer Sloan: For me, it’s when the trailers show up. Seeing all our product come in. It’s a full-circle moment. We do it all ourselves.

Zoe Fisher: What advice would you give a small business owner trying to scale?

Kelly Burgin: Scale slowly. Surround yourself with the right people. Be ready to pivot when things change. Our wholesalers started asking for lower-priced, giftable items, so we adjusted.

Zoe Fisher: Have there been moments where you wanted to give up?

Kelly Burgin: Every two years! But those low moments are when I’m most productive. You have to adjust, refocus, and find new ways to move forward.

Abigail Fitch: Those moments light the fire. They push you to think creatively and not get too comfortable.

Zoe Fisher: What’s surprised you about running a women-owned accessories business today?

Kelly Burgin: Honestly, nothing. Women can do anything. We multitask and just get it done.

Jennifer Sloan: We go to market, move boxes, do everything ourselves. There’s no difference.

Zoe Fisher: Have you had any standout launches or events?

Kelly Burgin: I’m going to be on Good Morning America in Times Square! We’ve also been on Oprah’s Favorite Things five times, The View, Tamron Hall. It’s been amazing.

Jennifer Sloan: And we’ve been recognized as one of Michigan’s top businesses to watch.

Zoe Fisher: Any current challenges?

Kelly Burgin: Tariffs. They’re unpredictable and can go from $7K to $27K for the same shipment. We’re holding off on some imports until things settle.

Zoe Fisher: Tell me about a team moment that made you proud to be the owner.

Kelly Burgin: I love when we do things together like spa days, holiday lunches, trips to my cottage. It builds connection.

“Be able to pivot… If all I ever did was make a big tote bag, we’d have been out of business 20 years ago.” Kelly Burgin, Owner

Jennifer Sloan: She spoils us! One Christmas she booked spa treatments for everyone.

Abigail Fitch: She keeps doing stuff and I’m like, okay, we get it, you love us.

Zoe Fisher: That kind of culture means everything. What dreams do you still have for K. Carroll?

Kelly Burgin: Keep growing and learning. My daughter’s helping with new lines, and Abby’s diving into sales.

Abigail Fitch: It’s a challenge, but exciting. I never saw myself in sales, but now I’m learning and thriving.

Zoe Fisher: What legacy do you want to leave for future women entrepreneurs?

Kelly Burgin: That you can create anything. Start small and build.

Abigail Fitch: You don’t need luxury to have impact. You don’t need to be Chanel to have meaning. We want people to feel good without struggling to afford it.

Zoe Fisher: Jennifer, what are retailers looking for right now?

Jennifer Sloan: They’re buying smaller quantities of proven sellers. Our staple items keep them coming back.

Zoe Fisher: Just for fun—if you had a free day, how would you spend it?

Jennifer Sloan: On a beach!

Kelly Burgin: Same. Sunshine and maybe a beer.

Abigail Fitch: Honestly, missing my friends and coworkers. I’d come to the beach with them.

Zoe Fisher: Adorable. What’s the best way to support your work?

“I think our retailers are looking for items that could sell right now at a good price point that aren’t way out of their market. So they’re buying a little bit smaller and a little bit safer and they keep coming back.” Jennifer Sloan, Wholesale Manager

Kelly Burgin: Visit our website, sign up for K. Carroll emails, check out our sales or blog, and follow us on socials. We share products and a bit of our personality there too.

Zoe Fisher: That website looks amazing. Clean and easy to navigate. Great job, Abby.

Jennifer Sloan: Thank you!

Zoe Fisher: Check them out on their website and social media!

That’s a wrap on another episode of Behind The Print. Thanks to our listeners for joining us as we explore the artistry and innovation of the printing world. Remember, have a strong vision, build the right strategy, and use tools like print to amplify your message and make your brand stand out.

If you enjoyed today’s episode, be sure to get your sample pack today from PrintingCenterUSA.com and share it with your fellow business enthusiasts. Until next time, keep your creative sparks flying, and remember, there’s always more to discover behind the print.

Approach to Function

From luxury totes to wallet-friendly accessories, K. Carroll Accessories shows that print can be practical and polished. Founder Kelly Burgin, designer Abigail Fitch, and wholesale manager Jennifer Sloan shared how their team brings style, function, and heart to every design. For K. Carroll, custom printing elevates catalogs giving retailers and customers a true feel for the brand. Whether you’re launching a new line or building customer trust, professional print helps turn your vision into something people can hold onto. Order today!

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