Guild Art Supply owners open Big Wheel Press stationery store

Last modified: Tuesday, December 23, 2014

NORTHAMPTON — Handwritten notes are often overlooked in the age of the Internet and emails. But William Muller and his wife, Alexandra Geller, on Friday opened Big Wheel Press, a store that stocks their homemade stationery, other stationery made around the world and greeting cards.

The store is in the lower level of the same building at 102 Main St. as their other business, Guild Art Supply. Muller said the new space was renovated.

“It was basically our old letterpress studio,” he said. “It had concrete floors and boring walls. So we put in new hardwood floors ... antique store fixtures, antique lighting and added a bunch of architectural details to the room. It has more of a ‘been there’ feel.”

Muller and Geller, who live in Easthampton, both come from a long line of letter-writers.

“My mother just passed away, and we’ve been going through her papers and documents, and just found hundreds and hundreds of letters and cards,” Muller said. “She kept on hand a collection of cards she purchased over decades and she always had the right card to pull out of her desk at the right time.”

He added that Geller’s family also constantly wrote letters. “They would write thank-you notes or personalized notes for any kind of contact for anyone, so that’s where her influence came from.”

Muller noted that Geller also writes notes to customers for their birthdays or anniversaries, which was appreciated by them.

He credited her as the main inspiration for the store. “Coming down in the morning, she’s got a stack of cards she’s written already,” Muller said.

Muller said the stationery store fills a need in Northampton. “We were always finding places in Boston, New York and Philadelphia, but not in Northampton,” he added. “We wanted to grow a more complete line of stationery.

And he said hit will add options for people looking for a particular stationery. “Come to us and find things that are handmade or made in very old paper-making factories in Europe or the U.S.”

In addition to cards, the store also will sell writing instruments and other tabletop office items such as pencil sharpeners.

Big Wheel Press is open from noon until 6 p.m.


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