The Cloth & Paper Story: Why We Do What We Do

As we embrace the season of gratitude this week, we’re taking a moment to reflect on our journey as a small business and the incredible community that’s been with us every step of the way. We’ve recently had the privilege of sitting down with our Cloth & Paper Founder, Ashley Reynolds, to talk about the story behind our brand and the passion that continues to drive us. 

In this post, we’re excited to share Ashley’s story with you—along with the lessons she’s learned and the gratitude we all feel as we continue to grow and create together.

A Passion for Paper: The Beginning of It All

Ashley’s path to creating Cloth & Paper didn’t begin with a huge business plan. It started with her deep love for paper. Ashley often shares how her love for planners, pens, journals, and sticky notes was so vast that it nearly derailed her move-in plans with her now-husband, Ryan Reynolds, who is also the COO of Cloth & Paper. While Ryan may not have known what he was signing up for at the time, Ashley knew this was more than a fleeting interest. It was a true passion.

It's a story that many might shy away from—the idea of diving into something unfamiliar without a clear plan or direction, especially when it comes to starting a planner business. But Ashley and Ryan saw potential where others might have overlooked. Taking a bold step forward, they turned uncertainty into a driving force for their dream.

After leaving her corporate job of nine years, Ashley was ready for a change. She wasn’t entirely sure what that change would look like, but she quickly realized that the planner market was missing something crucial. She didn’t see anything on the market that spoke to her style or values, so she decided to create it herself. With no formal background in design, Ashley dove headfirst into the world of design and product creation, and that’s where Cloth & Paper was created.

 Ashley & Ryan Reynolds

The Triumphs Along the Way

In the early days, Ashley recalls late nights spent at her kitchen table sketching planner designs, experimenting with layouts, and figuring out how to bring her ideas to life. There were obstacles, of course—moments of doubt, sleepless nights, and tough decisions that tested her resolve. But through it all, her passion never wavered. Every setback became an opportunity for growth and made her more determined to push forward. What could have been roadblocks turned into milestones, and today, they stand as triumphs on this journey.

 The early days of shipping from the kitchen

The Power of Community: Gratitude for You

One of the most important things Ashley has learned along the way is the value of community. From the very beginning, it was clear that Cloth & Paper couldn’t grow without the support of the planning community, the entire team, and the broader small business community. Ashley often says that so much of Cloth & Paper's success is thanks to the incredible people who’ve stood by us and supported us every step of the way.

We’ve seen firsthand how customer feedback fuels everything we do. Ashley shares how, early on, messages from customers who truly loved the products became a driving force for her. Those heartfelt notes, recognizing the care and thoughtfulness behind each design, gave her the confidence to keep pushing forward. It wasn’t just about selling products—it was about creating something that genuinely resonated with people. Today, that same spirit continues. 

Feedback about how useful our planner inserts are or how much subscribers look forward to the Aesthete and Intention Boxes is something we never miss sharing with the entire team. Hearing those stories inspires us the most, reminding us why we create and motivating us to bring even more thoughtful designs to life. 

Over time, Cloth & Paper has grown into more than a brand; it’s become a movement supported by those who value organization, and simplicity as much as we do.

 Ashley featured on the Today Show

Where We Are Today: Reflecting on Our Progress

Looking at where we are now, it’s hard not to feel incredibly grateful. What started as a small operation has grown into a thriving business with a dedicated, talented team here in Richmond, Virginia. We’ve reached milestones we never could have dreamed of when we first started, and yet, we know this is just the beginning.

For Ashley and the entire Cloth & Paper team, the greatest joy comes not only from our products but from the stories we hear from our customers. It’s not just about the products you purchase, but how they fit into your lives, help you stay organized, and inspire your own creativity. The progress we’ve made is a reflection of your belief in us, and we’re so thankful for that.

Some of our early products 

Excited for What’s to Come

As we look to the future, the entire Cloth & Paper team is filled with excitement. There are so many new projects in the works, new products to design, and ideas that we can’t wait to share. While we’re proud of what we’ve accomplished, we’re even more excited about what lies ahead. Our commitment to quality, design, and community is stronger than ever, and we’re eager to continue with all of you.

Every day brings us closer to creating even more innovative, thoughtful designs that help bring beauty and organization into your life. And we’re beyond excited to see where the next chapter of this journey takes us.

 The Cloth & Paper Team

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Here’s to the next chapter of Cloth & Paper—crafted with care, inspired by you.