Paperless Post’s Alexa Hirschfeld on Creating the Prettiest Invites on the Internet

With over 200 million Paperless Post cards sent in the past seven years, the chances are high that you’ve either sent or received an invite or greeting card.

But when Alexa Hirschfeld and her brother James started Paperless Post in 2009, she never imagined that it would be used by everyone from celebrities to university departments. Or that it would grow into actual paper invitations and stationery (originally given the cheeky name “Paper by Paperless Post”).

“A lot more people use it than we honestly ever thought,” Hirschfeld says, “We did not make a business plan that said that we thought it would get this big.” Paperless Post began because the siblings wanted a modern, efficient, and beautiful way to express the vibe of a party to their guests, and they thought other people who grew up with the internet would want that too.

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This article originally appeared on Recode.net.