the store that didn't mean to be a store
charlie pickles
We’re not your typical retail store —probably because we never planned to be one. Weird right? You see, our story begins in 2002 when Lindsay Stephenson left the corporate marketing world at a Canadian toy retailer to launch her own stationery company, The Penny Paper Co. Before long, her stationery line was found in retail stores across North America. Through a series of events, the company grew and expanded into two brands - The Penny Paper Co. and, Charlie Pickles. So our store is part design studio, workspace for shipping online orders and at the front - a magical store that you can shop.
about lindsay stephenson
Lindsay Stephenson, the founder of Charlie Pickles, is a serial creative and product designer. Her work has been featured in national publications, and she has appeared as a guest on television shows and served as a keynote speaker on design.
Lindsay previously launched a successful bedding and baby line, which was carried in major retailers such as TJMaxx across North America, as well as Indigo—and of course, at Charlie Pickles.
Her love for retail and product design began in her teenage years while working in local shops. Self-taught and driven, Lindsay worked her way up to become the lead designer at a major Canadian toy retailer right out of university, before setting off on her own entrepreneurial path.
our history
How it Started
Lindsay launches the company "Penny People Designs" A custom art print company. Quickly it changes to be a stationery company when Lindsay discovered how easy it was for frames to break in transit. Paper was easier to ship. With no startup funds, Lindsay learned how to write code to build an online store. *This is before Etsy, Shopify etc.
The Blog
Lindsay quickly learned that the phrase "If you build it they shall come" did not apply to online stores - and grassroots marketing was needed. In a time where online ordering was still relatively new, Lindsay realize getting peoples trust was key in giving them the comfort in purchasing from you - and so she started a blog to show a behind the scenes look at running a business to give people comfort.This decision was instrumental in the growth of the company as it led to writing a design blog and partnerships with companies like Ikea, Home Depot, and more.
The Art Prints
Lindsay designs and releases a customizable Alphabet print on the new website "Etsy" and the art print goes viral and lands in magazines like Today's Parent, People Magazine and is shown on HGTV.
Named one of Toronto’s 6 most inspiring home decor blogs
Toronto Life Magazine names Lindsay as the author of one of Toronto's most inspiring home decor blogs, the blog that grew from 2004.
Keynote Speaker for Telus
Lindsay is a keynote speaker on design for Telus
Wholesale
The Penny Paper Co. expands into the wholesale market, selling the stationery and art line across North America and can be found in stores like Chapters / Indigo
Lindsay collaborates with Peter Mansbridge
Lindsay is invited to be the artist to work with Peter Mansbridge to design his "Brain" for the Brain Project celebrating "Great Canadian Minds"
