Paper Culture - When Sustainability Meets Stunning Design
Release Date: 11/14/2025
Walmart - Building Commerce Around Creators, Not Campaigns
The Story of a Brand Show
In this episode of , host , CEO of , sits down with , VP, Head of Content, Influencer, & Commerce at , for a timely and deeply insightful conversation about how commerce is being reshaped by creators, content, and culture. The episode weaves together personal history—Rose and Sarah previously worked together at —with a forward-looking exploration of how discovery has become the new engine of retail growth. Throughout the conversation, Rose guides listeners through the industry’s shift from intent-led shopping to discovery-led experiences. Sarah shares how creators now function as...
info_outline
Jackalo - Designing Clothes That Grow With Kids, Not Landfills
The Story of a Brand Show
I’ve always believed that behind every meaningful brand is a deeply personal story, and my conversation with , founder of , is a perfect example of that. What stood out immediately was how her journey is rooted in gratitude, craft, and family—particularly the skills passed down from her mother and grandmother. That foundation shaped not only how Marianna sees clothing, but how she sees responsibility, longevity, and care across generations. As we talked, it became clear that isn’t just about kids’ clothing—it’s about rethinking the entire system. From durability and...
info_outline
Greg Horn - Why the Future of Wellness Belongs to Brands That Can Prove Results
The Story of a Brand Show
In this episode of , host , CEO of , sits down with , President and CEO, Specialty Nutrition Consulting, Inc., and Managing Director and Partner, William Hood and Company for a deep, historical, and forward-looking conversation about the evolution of the health and wellness industry. Greg is widely regarded as one of the original architects of science-based nutrition, having shaped the category long before functional nutrition, clinical validation, and health data became mainstream. Throughout the conversation, Rose guides listeners through the pivotal moments that built today’s...
info_outline
Repurpose - Designing a Better Future With Plants, Not Plastic
The Story of a Brand Show
In this episode, I sit down with , CEO & Co-Founder of , whose purpose-driven mission truly inspired me. From surviving a life-changing moped accident to questioning why we use forever-lasting materials for five-minute products, she shares how her passion for sustainability has turned into a movement to redesign from plants rather than plastic. What I loved most about this conversation is how honest she is about the realities of building sustainable products — the cost, the manufacturing challenges, the misconceptions, and the grit it takes to keep going. Her story is a...
info_outline
Sunday - Reinventing How We Care for Our Lawns and Gardens
The Story of a Brand Show
In this episode, I sit down with , the founder behind —a brand that’s reinventing how we care for our little piece of the earth. Our conversation begins with gratitude and the early days of , when it was nothing more than a wild idea and a few people willing to believe in him. Coulter shares how those early moments of vulnerability, uncertainty, and unexpected support shaped the company’s foundation and helped him stay grounded as the mission took form. From there, we dive into ’s evolution—how satellite imagery, soil tests, and hyperlocal environmental data...
info_outline
BN3TH - What Happens When Comfort Meets Performance
The Story of a Brand Show
In this episode, I sit down with , the co-founder and CEO of , a brand that has completely reimagined what comfort means from the waist down. What starts as a casual conversation about gratitude quickly turns into an honest look at entrepreneurship—its highs, lows, and the people who show up in the moments that matter. Dez opens up about resilience, building relationships with intention, and why the journey is always about people first, even before product or revenue. From there, we dive into the origin story of —how two friends, a kitchen table, and an old pair of...
info_outline
Your Reformer - How Reformer Pilates Helped Heal a Mind and Body
The Story of a Brand Show
In this episode, I sit down with E, the inspiring founder behind . Her story begins with a deeply personal fertility journey that led her to reevaluate how she moved, how she managed stress, and ultimately how she cared for her body. Through Pilates—specifically —she found physical healing, nervous system balance, and a sense of calm that became life-changing. That experience not only transformed her health, but also sparked the idea for a more accessible, at-home Pilates solution grounded in real emotional connection and everyday life needs. As we talk, Emma shares how the...
info_outline
Katia Designs - When a Whisper From the Universe Becomes a Business
The Story of a Brand Show
In this episode, I sit down with , the founder of , whose jewelry brand has become a powerful source of inspiration, empowerment, and emotional connection for thousands of women. What begins as a simple moment in a yoga class becomes a life-changing whisper from the universe—one that leads Katia to discover her purpose, unlock her creativity, and build a brand that helps women feel strong, centered, and connected to themselves. 's story is a reminder that sometimes the things meant for us don’t arrive as loud breakthroughs—they arrive as subtle nudges, intuitive sparks, and...
info_outline
LouLou Lollipop - From Etsy Beginnings to Global Baby Brand
The Story of a Brand Show
In this episode of , I sit down with the incredible twin sisters and co-founders of LouLou Lollipop, and . From the very beginning, their story pulled me in—the handmade Etsy shop days, walking store to store in Vancouver with nothing but belief and a few samples, and the moment a total stranger at a Las Vegas trade show validated everything they had been working toward. What struck me most was how deeply personal their journey is. Every product, every print, every decision is rooted in lived experience as moms trying to solve real problems for other parents. What unfolded in...
info_outline
Paper Culture - When Sustainability Meets Stunning Design
The Story of a Brand Show
In this episode of , I sit down with , Co-founder & CEO of , a company that has quietly—and consistently—been redefining what sustainable, beautifully designed paper products can look like. From day one, has stood at the intersection of modern design and deep environmental responsibility, long before sustainability became a cultural talking point. What moved me most was hearing the origin story: four founders, a six-page website, no automation, and the sheer grit it took to hand-typeset every order until two or three in the morning—all fueled by a mission they believed in. ...
info_outlineIn this episode of The Story of a Brand, I sit down with Christopher Wu, Co-founder & CEO of Paper Culture, a company that has quietly—and consistently—been redefining what sustainable, beautifully designed paper products can look like.
From day one, Paper Culture has stood at the intersection of modern design and deep environmental responsibility, long before sustainability became a cultural talking point. What moved me most was hearing the origin story: four founders, a six-page website, no automation, and the sheer grit it took to hand-typeset every order until two or three in the morning—all fueled by a mission they believed in.
Throughout our conversation, Christopher shares the early chaos, the lessons learned from starting during the Great Recession, and the unwavering North Star that kept the brand alive for 17 years.
We talk about the power of design, why sustainability should never require a sacrifice in quality, and how physical products—like holiday cards, photo books, and personalized gifts—remain meaningful in an increasingly digital world. Paper Culture doesn’t just sell cards; they sell connection, joy, and a chance to make a small but real impact on the planet.
Key Moments From the Episode
* The gratitude moment that started it all: Christopher remembers friends and family working late into the night during their first holiday season—unpaid—simply because they believed in the mission and wanted to help.
* Starting during the 2008 recession: With a wedding, a new home, a baby on the way, and no venture funding, the team built a fully bootstrapped brand by embracing long-term horizons and reduced competition.
* Where design meets sustainability: Paper Culture was born from the idea that consumers shouldn’t have to choose—great design and climate-friendly choices can and should coexist.
* Their mission as a true North Star: After 17 years, fighting climate change continues to be the company’s guiding objective, driving everything from materials to processes to planting over a million trees.
* The lasting power of physical products: Even in a digital world, a holiday card or personalized gift still stands out—and reconnects people in a way screens can’t.
Join me, Ramon Vela, in listening to the episode. If you love brands grounded in mission, craftsmanship, and real human connection, you’re going to enjoy this conversation.
Christopher’s story is a reminder that business longevity comes from purpose, not hype—and that even the smallest choices we make as consumers can leave a meaningful imprint on the planet. Tune in and discover the world of Paper Culture.
For more on Paper Culture, visit: https://www.paperculture.com/
If you enjoyed this episode, please leave The Story of a Brand Show a rating and review.
Plus, don’t forget to follow us on Apple and Spotify.
Your support helps us bring you more content like this!
*
Today’s Sponsors:
Color More Lines: https://www.colormorelines.com/get-started
Color More Lines is a team of ex-Amazonians and e-commerce operators who help brands grow faster on Amazon and Walmart. With a performance-based pricing model and flexible contracts, they’ve generated triple-digit year-over-year growth for established sellers doing over $5 million in annual revenue.