Sandy Robertson, the dynamic force behind online sensation “Pretty Paper Candy Sandy Robertson,” reveals the secrets to her engaging live sales, where vintage and new paper treasures find eager homes. With a family-powered team, she orchestrates captivating sessions featuring free giveaways and “Trust Me” lots, fostering a loyal community drawn to her personal touch and the thrill of discovery. Robertson carves a unique niche by offering exclusive live sales on her personal profile and prioritizing customer connection through personalized packaging and direct accessibility. Engagement, she emphasizes, is the true measure of her social media success, built on genuine connection and a shared love for all things “Pretty.”
Q: Wow! Your online Engaging Live Sales have taken off! How do you prepare for your live sales sessions, and what strategies keep your audience captivated?
A: Thank you! Preparation happens with my team which currently consists of my partner, son and marketing manager (she focuses more on scheduling, tagging and new customer acquisition). We have weekly meetings where we plan on what we will focus on for that week’s Live Sales ie: New arrival merchandise, clearance, a mix of both, etc. We then pull that merchandise and place it all inmovable racks which give me easy access. I have someone take the merchandise from me as I sell and move it to the invoicing area. Most of my regular customers have their own dedicated racks. It’s then invoiced a couple days later and moves to the shipping room where my spouse Andi takes over and works hard to make sure all packages are “Pretty” and have those extra special touches that Pretty Paper Sandy is known for. My son handles bigger, heavier loads since he’s still got the muscle and youth behind him!
Strategies that help keep my customers captivated would be the Free Giveaways I often do during the Live Sales. I will also bundle things up for lower pricing during the sale and we also have something called my “Trust Me or Trust Me Not” Lots where I give a price for the lot I am about to put together and they claim blindly if they choose to Trust Me. I then load it all up in front of everyone and every item is a surprise. They will always get at least what they pay plus half that price more if not double. A couple times a year I will thank my customers with an “Everything is FREE for any hour” Sale and yes, EVERYTHING is literally free during that time. These sales are usually open to my regular customers who shop every sale. Which reminds me, I believe it’s time to schedule one!
Q: In a crowded online marketplace, how do you keep your brand distinct and memorable?
A: I don’t sell directly on the Facebook Marketplace however am exclusive to LIVE SALES directly on my personal page so customers actually come to my profile (Pretty Paper Candy Sandy Robertson) to join during our scheduled “Lives”, usually on Thursdays and Fridays with occasional POP UPs in between. I suppose the memorable part would come from the personal attention I try to give each of my customers and making their package opening experience, special whether they purchase one item or ten. Personalization is so very important, and they have 24/7 access to me personally through email. Facebook messenger or text if they need. Live Sales for Antiques, specifically antique paper or “Ephemera” has been around for a while, and I am still a baby in the game compared to some of the folks who have been doing this long before me. One of the differences in helping me stay distinct is my ability to bring some newer technology (coming soon) to the game along with adding in a mix of not just antique but also, vintage inspired or overall NEW paper as long as it’s Pretty. I also sprinkle Candy in for some fun and variety, bringing a slightly fresh and newer experience.
Q: Can you share one “unexpected” lesson you’ve learned from running your business digitally?
A: One unexpected lesson I have learned is not to step on the OG’s toes aka do not try to go Live during their time slots. I do my best to stay in my own lane out of respect for them. They have been doing this a LONG TIME, and I have even purchased merchandise from them when I was getting started. I am grateful for what I have learned and although there are times I want to have fun with this journey faster, respect for them is far more important since it’s really where I got my start. There are also more specific behind the scenes rules of etiquette that I will keep hidden however, I have definitely been taught to mind my manners!
Q: You describe yourself as a “Motivational Chit Chatterer”—what does that term mean to you on a deeper level?
A: So, a couple months ago I started doing some Live Facebook Videos I was planning on sharing to other Social Media platforms where I openly speak about my/our lives here at home, with my family’s consent of course. We cover some sensitive and hard topics to talk about, but they are very real and raw. We have had a few so far, however, because we are so busy, I have not had time to schedule time to do more. I had a good response from followers who actually engaged back during the Lives and seemed to have enjoyed those Chit Chats. I do plan to get back to those later this Summer.
Q: What role does nostalgia play in your brand identity and product design?
A: Nostalgia and/or the love of Antique or Vintage is almost everything to my business. There is so much antique paper sitting in boxes, closets, attics, etc that is lost and forgotten about. There is a bit of a controversy in the Ephemera world about “Deconstructing” Antique Books for the illustrations or pages. Many people are against that and want the integrity to stay intact or to have the book repaired. Others enjoy using the paper inside for their art projects. I have been on the fence with this for a while now. Many of my customers are collectors but most are artists who actually take this beautiful old paper and either make digital designs of them or use them in Mixed Media art projects or Junk Journals. I have watched their work and the respect they have for the paper and have come to feel that it is ok to deconstruct a book that is already halfway there or in “Craft condition”. Just as I believe it is ok to breathe fresh new air into an older way of selling Ephemera, why not have the same philosophy with how the paper is used?
I do plan to hopefully get back to my original plan of creating my own vintage inspired designs with copyright free illustrated artwork so I have some of my own collection that will play a part in my future Pretty Paper Sandy designs.
Q: How do you balance creativity with commerce when producing content for Pretty Paper Sandy?
A: That’s a great question. I think I am still trying to find my way there since I am bringing new levels of content to an older way of selling Ephemera. My son, The Kidventurist, is a Content Creator and I learn much from him in terms of how he makes content for a Brand he is partnering with. I suppose I take some of that knowledge and try to bring a small flair of that newer content creation ability to my advertising of upcoming sales and what may be offered that particular week. It is something I move slower on because I don’t want to disrupt a way of selling out there that I have respect for. I do have plans to move in a more technologically creative way soon as I elevate the business.
Q: What metrics matter most to you when gauging success on social media?
A: That is without a doubt, “Engagement”. I depend greatly on my customers’ feedback and interests. They guide my direction and let me know what they enjoy and want more of or what isn’t quite working for them. They ask questions, give suggestions, place requests or just overall comment on my life since I post it ALL on my Facebook page Pretty Paper Candy Sandy Robertson ( SMH with the name lol). Without that engagement, there is no longer personalization, and it may as well just be an e-commerce site. I am lucky to have such quality in my customers who also became friends, sister friends and chosen family to me. For that reason, I don’t feel that follower count or other metrics matter too much to me. When it comes to Pretty Paper Sandy, it is definitely Quality over Quantity.
Q: What’s the best piece of advice you’ve ever received—and how has it guided you?
A: Well, I have received a lot of great advice in my life however if referring to the business, I would say that my Marketing Manager, who I call “Magical Martha” has taught me quite a bit about the Do’s and Don’ts in this business! Trying to have a LIVE SALE during a seasoned seller’s time slot is probably not the best idea if you plan to have anyone attend your sale. I’m still a little fish in a big pond, well maybe I’m medium lol but you get the point.
Q: You’re a devoted rescuer of small senior pups, what sparked your passion for that cause?
A: I have the “rescue” gene in me. Seems it was written all over me since I was about 13 and bringing strays home. I suppose that also follows me in wanting to “rescue” all this beautiful old paper! There is nothing like saving the underdog at risk of euthanasia from an animal shelter and watching that sweet thing live a happy life with you for another 5 plus years. It is also extremely rewarding when you take in a small senior dog who has experienced severe abuse. We work hard with them and eventually they just blossom and rebuild trust. Some can start to trust in months where others have taken up to a year. We work hard to give them a good life and high quality of life which includes fresh food and always making sure we have adequate medical care funds.
Nonetheless, we have healed each one and this has been one of the most blessed journeys we have traveled.
Q: What lessons has your son, The Kidventurist, taught you that you now apply in your work?
A: Well although we did touch on some of this earlier in the interview, I would like to add that he has taught me patience and not to give up when challenges seem a bit overwhelming. He has shown me strength and reminded me that tough times will always pass and not to overload my plate with too many things. Aside from lessons, he is so very helpful and dependable when I need help. He is young and strong and handles the packing of larger orders for us and I’m talking 70 pound boxes! He is the biggest lesson and biggest blessing of my life.
Q: What new or exciting projects do you have in the pipeline?
A: Well without giving away too much lol, I do hope to bring a more interactive Live shopping experience to Pretty Paper Sandy and we are still at the drawing board, finalizing our ideas. I don’t want to bring too much change to a wonderful worldat which I have been lucky to succeed. The traditional manner of selling Ephemera has been successful for me along with a few creative changes here and there. Any upcoming changes will need to remain respectful and maybe slower moving as to not stir a more antiquated pot that I have been feasting from and has been quite good to me. I want to remain respectful to the ones who helped get me to where I am today, however, you can definitely look forward to some fun new and creative changes coming!
Where can we follow you on social media?
