Leading with Values, Building with Intention

Alana Muller:
Welcome to Enterprise.ing, a podcast from Enterprise Bank & Trust that's empowering business leaders one conversation at a time. Each week, we'll hear from top business professionals about lessons in leadership and entrepreneurship that they've learned along the way. I'm your host, Alana Muller, an entrepreneurial executive leader whose primary focus is to connect, inspire, and empower community. We at Enterprise Bank & Trust thank you for tuning in to another episode.

Hello, listeners. Welcome back to Enterprise.ing podcast. Founded in 2006 with a focus on print design, Cheree Berry Paper & Design, or CBP, has evolved into a sought-after award-winning design firm, renowned for its sophisticated solutions across all communication mediums. As visual storytellers, CBP loves the creative challenge of identifying the perfect visual solution for its clients. Joining me in the Enterprise.ing studio today is CBP CFO, Kristen Armstrong. Kristen, welcome to Enterprise.ing podcast.

Kristen Armstrong:
Thank you so much for having me. Happy to be here.

Alana Muller:
Delighted you're here. Let's launch our conversation. I want to hear about the CBP origin story and how you joined forces with Cheree.

Kristen Armstrong:
Yeah, that sounds great. So if this is an Enterprise.ing networking-themed podcast, I do have to give some credit to one of the ultimate networkers in my life, who is my mother-in-law. So I was getting married in 2008. I was in between my first and second year of business school at Harvard Business School. My husband is from St. Louis, I'm from the East Coast, from New Jersey. And so my mother-in-law said to me, "You must meet this person, Cheree Berry. She is dynamite. And she just moved back to St. Louis from New York where she was working at Kate Spade, and now she has started her own wedding stationery company."

So fast-forward and I met Cheree, and so I also just immediately fell in love with her, and she started working on all of my wedding stationery at the time. And so I'd be like, "Cheree, the design is amazing. I love everything that you've put in front of me. But are you ever going to ask me for money? Are you going to send me a timeline or an invoice or anything like that?" And Cheree was like, "Well, actually, that side of my brain doesn't function quite as well as the other side of the brain." And so fast-forward a little bit, we started kind of working together when I was in business school and I was helping her write a business plan for Cheree Berry Paper & Design, at the time, just Cheree Berry Paper, and Design was not part of our company name at that time.

And finally when I was graduating, looking to do something more entrepreneurial after having worked with Cheree, she said, "Well, would you consider moving to St. Louis and being my business partner?" And so that was in 2009. So we're going on 16 years, I guess, of working together. And at that time, we were a team of three women, and now we're a team of about 28 women, which is really, really exciting.

Alana Muller:
Amazing, amazing. Well, you mentioned Cheree's background with Kate Spade. I know she calls that her magical time as the art director there. And then you spent time as an investment banker and have a family history in entrepreneurship. So talk a little bit more about that and your early career experiences, how they brought you to the company. And I'd love it if you'd talk a little bit about how that early work motivated you to join a firm like Cheree Berry Paper & Design.

Kristen Armstrong:
Every career opportunity that I've had, whether I've loved it or not liked it quite as much, I feel like has always taught me something. And I think obviously starting my career, I actually started my career in college at Johnson & Johnson. I worked all throughout college in the Treasury Department of Johnson & Johnson, and so I think that gave me a really foundational experience of what it was like to work in a large corporate environment. And I feel like there I saw a lot of great leaders and a lot of different leadership, I would say, personas at Johnson & Johnson. So I think now I'm able to draw from that experience.

And then of course, being an investment banker is just a really analytical, financial-type role. That's where I really learned all the things of analyzing financial statements and scalability of companies. I would say I learned less so about leadership there, maybe more about the leader I didn't want to be in that environment during that time.

And then I think speaking to the entrepreneurship angle, I mean, it just feels like something that's in my blood. So my grandparents even late in their life actually started Stewart's Root Beer company. My dad and mom are both serial entrepreneurs doing different business endeavors. And I think what that instilled is really just work ethic. I work hard, and everybody on this team also has the most amazing work ethic, and really has this care for the company that I think Cheree and I both have, and then have instilled in the team. And so I do feel really lucky that that entrepreneurial spirit, it's not just in me and Cheree, but also really in our team. The care that you take about a company that's your own, that feels like a family, is really something I feel like we kind of cultivate and experience on a day-to-day basis.

I think what was really missing from my early career that I didn't know until I really got here though, was being surrounded by creative people, people who have a passion for art, and even down to our copywriter who does the most amazing work, telling a client's story, and then just being surrounded by pretty things. I worked on some amazing companies, but more in your healthcare or technology space. And I think now getting to see somebody's designed materials on my desk is just beautiful. And I know the artisanship too that went into that piece, it just makes my job so much more fun for me. Alana Muller: Oh, that's so cool. I mean, it really sounds like you've driven a lot from a cultural perspective in terms of instilling that pride in the company throughout the team, whether they own the company or they simply work there. It's as if it's part of who they are. Is there something that you say or do? Is it in the water? What is it? What is it that sort of drives that experience? You had mentioned to me, we both talked about our similar backgrounds having been investment bankers, and then what it's like to be surrounded by pretty things or kind of that creative ethos, but is there something that you're doing to really drive the culture?

Kristen Armstrong:
About two or three years ago, we finally established what are our core company values, and I think that's been a really wonderful exercise. We worked with the team to kind of create those, and I think that's been just a nice way to get everybody sort of marching to the beat of the same drum. So that's been a nice universal thing that kind of has brought us all together around these core values. One of which is “meticulous.” We're not perfect by any means, but all of us here do have definitely an appreciation for detail, an attention to detail. And that detail comes across not only in the high-quality product that we produce, but also the detail of, every detail of a client's story is important to us. Sometimes it comes through in your pet making an appearance in your design or your stationery, or maybe… we did a wedding invitation this year where the bride's grandmother handwrote it and we brought the artwork in of the grandmother.

So, details really matter. And then I think, then honestly, after that, it comes down to personal relationship. And how can I show the team that I care about them, not just as professionals, but also individuals? So, how do we show up to work every day? We show up prepared. We're efficient. We try not to keep you here for any wasted time because we know our team. Also, a majority are mothers and have families and have hobbies outside the office. So, I do try to be kind of walk-in prepared every single day to have high-value, effective meetings for the team, to ask them about their personal lives, their professional lives. We do a good amount of mentoring and coaching here that I'm proud of. So, I think that's another thing that kind of cultivates that culture.

Alana Muller:
I love that. Well, and I love that you talked about the relationship. That's really the topic that is most central in my professional life and frankly my personal life. So, I wanted to ask you about that. So you've talked a little bit about the relationships that you have inside the company. Talk about your relationship base outside the company. What does that look like and what has that done to help drive the company's growth and success?

Kristen Armstrong:
This is definitely, for us, is a relationship business. So when I first started with Cheree, really our primary audience at the time was direct-to-consumer. And so while we still obviously always appreciate our direct-to-consumer clients where we're working with them directly, one challenge from a business standpoint with that, is just that we have to go find those clients year after year. It's not so much recurring revenue who are having these types of large scale events that we typically work on.

And so, kind of one early on strategic decision that we made is to really target event planners. I definitely think from a relationship standpoint, our clients are people that I've worked with for 15 years now, and that is really, really a special piece of, I feel like what I do is build relationships with those event planners that have been sort of in our orbit, some going on 15 years.

So, I'd say our clients are primarily one of the largest relationships that I have. And now, I'm working to build out an account management team and really teaching them to also have those same meaningful relationships that I've had, that as I continue to grow my own leadership and development and do more strategic things, how do I teach them to have those relationships? And I think relationships are two-way streets. Probably the best piece of advice I give about relationships or networking, period, is just, add value. How can I introduce two people who I know are going to have a meaningful connection? That doesn't always have to be from a business standpoint. That could be a friend who is dying to get back into tennis — I'm a big tennis player — and then introducing her to the tennis coach that is extremely well-connected in St. Louis and really welcomes people back to the tennis court.

So, I actually think for me, because also this business blurs a lot of lines between your personal and your professional life. Right? I might be working with an event planner who is obviously very professional, but this is a personal event for somebody that we're working on. And so I think even in my own networking, I'm often blurring the lines between personal and professional. And a good or a bad thing about the type of company that we have is that almost anybody could be a client of ours. And so, it's not that I'm always out selling to people, like if I meet moms at school or something like that. I'm not, but they see the work that we do and then I am just excited to talk about it. And I think that's the ultimate, also, gift in networking is talking passionately about what you do and seeing the joy that it brings.

And honestly, the work that we do brings so much joy to other people that I am excited to have them participate in what we do because I know it's going to bring them joy. And then I think, so back to your question of who sort of surrounds me, I mean, I definitely feel very lucky. One of my very good friends here owns a large company, and she's somebody who I'm constantly talking with about business-related things. We're trading business books, we're trading podcast ideas, we're bouncing ideas off of each other, talking about tariffs this week and how it impacts us. So, I feel really lucky I have her as a confidant.

And then there's also from my business school cohorts, we have multiple WhatsApp channels too that I also participate in. So there's one that's specifically focused on consumer and retail that I can keep up with what's going on, trending there. And then I just have my other girl group from business school where we're constantly talking about things related to business or networking or sitting on different boards. I think board opportunities is a really great way to also meet people outside of the office from a networking standpoint as well. I think just being kind, adding value and then connecting people for meaning because it's going to either bring personal joy or it really is a good business fit is kind of mantra I follow.

Alana Muller:
Speaking my language. I love all those things. And the fact that you recognized that importance of blurring the lines between business and professional, I don't think that always happens. And I think it's really important because it's one life. Right? It's one life. And you're essentially an ambassador for the company wherever you are, and you're acknowledging that. So I think that's really, really important and special. Is there something that you're working on now that you're especially excited about?

Kristen Armstrong:
Gosh, we have so many exciting client projects this year, just excited about the ways in which our clients are celebrating milestone occasions such as big birthdays or weddings. We also actually just launched, we're calling it the “To Have and to Hold Collection,” but it's a collection of retail items off the shelf that you can purchase specific to the engaged couple. And I love it because it's aspirational and it's fun and it's cheeky, and we just want our clients to be able to have Cheree Berry beginning to end for their wedding moment. And so it's everything from a tote bag to carry your wedding binder in, down to a keepsake book where you can house all of your wedding’s stationery. I mean, the word “stationery” and “paper” is obviously, it's a little controversial right now. Right? How many people are still sending handwritten notes? I'm a big advocate not just for a wedding, but even in networking.

I think one of the things we were talking about earlier is just how can you express gratitude? There is no better way to express gratitude for an introduction or a positive networking experience than a handwritten note.

Alana Muller:
Completely agree.

Kristen Armstrong:
This collection is a throwback actually to your beautiful stationery that you use to show gratitude. Weddings are so near and dear to what we do, and I'm so happy that it is still a moment in time where print is really still admired and loved, and so very excited about that bridal collection. Actually, it's launching in two days. So excited to see how our clients receive it, and hopefully it does give people reason to write more notes.

Alana Muller:
Love that. I love that. Well, as you know, everybody has challenges in business. You've even alluded to a few of them yourself. But is there a particular piece of advice that you like to give to entrepreneurs who are facing challenges in their business? Is there an example that you can share of a time that you overcame an obstacle and how it helped you to emerge as a stronger leader?

Kristen Armstrong:
Yeah, I mean, my first piece of advice is, always have a great therapist. So I say, "Usually my hour with my therapist is spent talking a third about family and children, a third about business and work, and a third about my tennis game, which I'm constantly working on." So have a great therapist. But yeah, obviously, I mean, I think it's funny because I often say, "Every day here is still challenging." And sometimes I'm like, "Gosh, why? What am I doing wrong that every day is still challenging?" But then I think to myself, "Would it be fun otherwise? 16 years, I'd be bored to tears if it wasn't." And so, maybe the best piece of advice is also to know that every day in a small business and something entrepreneurial is going to be a challenge in one way or another. And so learn to love it, learn to embrace it, and learn how to learn from your challenges and change and evolve as a leader.

I mean, I think COVID comes to mind for us as our biggest challenge. I mean, literally, obviously the events industry is one where it just completely stopped. There was nothing, there was no work to be had. There were no events going on. And so, I feel immensely grateful that we were able to get through that time with a lot of our outside business consultants who were so supportive during that time. And also, we just took that time to really, I would say if you're going through a challenge or if your business is a little bit slow, start to just look inside, internal. We developed so many new processes during COVID. We documented our processes, we made them more robust. We actually had the time to, Cheree and I always say we wish we could get dressed up and walk into our office and be our client because it's so hard to get anything done for ourselves. Well, COVID was that time, and it was a little quieter just to be able to do that and to work on the business rather than always working in the business.

Alana Muller:
Sure.

Kristen Armstrong:
So I think embrace the challenges because they're here to stay, that's probably my advice.

Alana Muller:
Yeah, that makes good sense. Good advice. Good advice. So it sounds like you read a lot and you're doing a lot. What's currently on your nightstand?

Kristen Armstrong:
I always alternate. Typically, I have two books on my nightstand where I'm alternating between something, either self-help or business-minded, and then something more for fun. So, my mom group is trying to start up a book club again, so I'm appreciative of that. So I just finished “James” by Percival Everett, so I'd highly recommend that.

Alana Muller:
Great book. Great book.

Kristen Armstrong:
And I think I may get my kids back on the Huck Finn bandwagon, especially since we live in Missouri. And then, actually, I have another older book on my nightstand called “168 Hours.” So there's 168 hours in a week, and I like this book because it flips the dialogue on its head, a little bit of like, "There's not enough time. There's not enough time. There's not enough time." A lot of us say that, but actually, you have 168 hours in a week. And so, I want to be intentional with those hours in my life because I have a lot of things. I run a company, I have two children, I have a husband, I have a lot of friends. I love to play tennis, I love to read, I like eight hours of sleep a night. So, I've just been having fun documenting the 168 hours in a week and making sure I'm being intentional about how I want to use those hours each week.

Alana Muller:
Oh, what fun. What fun. Well, I've loved getting to know you. There's one question I ask every guest to wrap up a podcast. So, as we're wrapping up, I'll ask you the same question, and it's, if you could go for a cup of coffee with anybody, it could be someone living, not living, fictional, non-fictional, who would it be and why?

Kristen Armstrong:
Oh, geez. Well, probably right now, talk about 168 hours in a week, I would say one of the things that kind of snuck up on me in the past couple months is also caring for aging parents. And so right now we're going through some health things with my dad who is almost 80, but he's been tremendously healthy his entire life, and he's extremely fit and energetic and optimistic. But he's going through a bit of a health struggle right now. And one of the people I would really want to have a coffee with right now is his father, who I actually never met, and we're not actually sure how he died. And I think if we could have learned a little bit more about how he died and the genetic history there. And also if I could have just known his personality more, I think that would help me shed some light on my own father and what he's going through right now.

Alana Muller:
Well, I'm sorry that he's having challenges. I appreciate you sharing that. That's vulnerable and beautiful, and I wish all of you all the very best.

Kristen Armstrong:
Thank you.

Alana Muller:
For good health. Well, Kristen Armstrong, it's been such a pleasure to have you on the program. Where can our listeners go to learn more about you and your company, Cheree Berry Design?

Kristen Armstrong:
That would be great. Yeah, follow us on Instagram, definitely Cheree Berry Paper & Design, and then also our website, and now on TikTok, too. So I'm a little behind the times on TikTok, but the videos I hear are really great, so check us out there, too. Alana Muller: They're gorgeous. I went down that rabbit hole of looking at the CBP video library and it's phenomenal, so I encourage everybody to do that.

Kristen Armstrong:
Oh, thank you.

Alana Muller:
Thanks so much for being on.

Kristen Armstrong:
Okay. Thanks so much.

Alana Muller:
Thanks for joining us this week on Enterprise.ing. Be sure to visit our website, enterprisebank.com/podcast to subscribe so you'll never miss an episode. If you found value in today's program, please consider leaving a review on Apple Podcasts or telling a friend about us. Enterprise.ing, powering business leaders one conversation at a time.

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