Connecting the Dots

Tucked into a pristine store on a bustling street in Baxter Village is Polka Dots Stationery, owned and operated by Heather Lux and Kelly Patterson, two women who have managed to create a gift store as quaint as the “town” that houses it.

Baxter, touted as a place where “small town life frames your existence,” is indeed the perfect place for Polka Dots, which carries everything from personalized stationery to monogrammed gifts for everyone from babies to grandparents – in an atmosphere reminiscent of another era.

The store, created by Lux and Patterson in September 2004, evolved from a twofold desire: to enjoy the rare pleasure of working in a business they love, and to offer well-made, unique gifts for sale. The women, both of whom served their time in corporate America before becoming mothers and then storeowners, shared a “love of paper.” From that love sprouted the idea for Polka Dots Stationery.

Yes, there are several stationery and gift stores sprinkled throughout Charlotte and the surrounding area. But Polka Dots is unique in the quality of products it offers, and in the way those products are often sold. Instead of relying solely upon a retail model, area consultants help sell the store’s inventory of high-quality papers, note cards, memo pads, photo albums and other monogrammable products – much in the way consultants sell cosmetics or candles or cookware.

It’s a novel concept for stationery, one that Lux says they stumbled upon by accident. In October 2006, Lux’s mother, who lives in upstate New York, suggested she host a party for the store. “There is nothing like our shop in her area,” Lux says. “So we boxed up our favorite samples and some order forms, and she took it from there. Her party generated over $1,200 in sales. Of course, we were thrilled!”

This sudden success started the long process of brainstorming, testing and researching ways to incorporate consultants into the store’s retail model. Lux says the duo began hosting parties in the store, “testing different line-ups of products and presentation styles.” They soon offered the option to customers, and before long, Polka Dots was hosting parties on a regular basis. By the team’s 20th party, Lux says, “We had our act together and had created a training manual, product catalog, sample kit and Web site.”

The formal launch of the program occurred in mid-January; by June 1, Lux and Patterson plan to have 30 consultants activated nationwide.

Lux and Patterson have crafted the consultant position so that women can scale it to fit their lives. Consultants aren’t required to carry inventories or meet quotas or “anything intimidating,” Lux says.

“Some may see it as a full-time career and may advance to directorship level,” she adds. “Others may just be looking for a creative outlet – something fun and social that supplements their income.”

Heather Cox, a Lake Wylie resident and mother of two with a third on the way, is currently a consultant for Polka Dots. For nearly a decade, Cox worked for Mergent Inc., a provider of business and financial data on publicly listed companies. A year ago, Cox left the company to work from home. She stumbled across the job opportunity while searching for a product on Polka Dots’ Web site.

“It sounded like an ideal way to be a stay-at-home mom and bring in some extra money,” Cox says. “My husband is a personal trainer and has such strange hours that it’s nice to be able to schedule parties around his – and the kids’ – schedules.”

Interested candidates are invited to submit applications online. Once approved, consultants can purchase one of two sample kits, which include store bestsellers, all monogrammed and personalized. Consultants also receive a training manual, product catalogs, sales aides and hostess kits. They can begin hosting parties and collecting orders, which are later entered online. Consultants earn commission for their sales, and party hostesses receive free products and half-price items.

Lux, who has a degree in marketing and business management, hails from upstate New York, and has lived in the Charlotte area for a decade. Patterson has experience in accounting, and worked in the stationery industry prior to opening Polka Dots with Lux. Both have two children under the age of 4.

And while Lux says that as a distribution model, selling product through consultants is common, it is unique that Polka Dots has a true brick-and-mortar store housing its products. “We have always envisioned Polka Dots as more than just a single, stand-alone store,” Lux says. “It’s always a good practice to have more than one form of distribution for your products. For Polka Dots, we have the storefront, our Web site, and now Polka Dots Parties. We’re bringing a fresh assortment of products to the concept of direct sales.”

For more information on Polka Dots Stationery, visit www.polkadotsparties.com.

Story by Karsen Price

Photo by Richard Rudisill