Roanoke Times
Copyright (c) 1995, Landmark Communications, Inc.
DATE: SUNDAY, February 10, 1991 TAG: 9102070525
SECTION: BUSINESS PAGE: E-1 EDITION: METRO
SOURCE: Deborah Evans
DATELINE: LENGTH: Medium
Sensing a new niche in the market, Metts, president of Roanoke's Heartfelt Inc., Monday will begin shipping its Patriot Collection.
"I did it because there is a need out there," Metts says. "I hope the war does end tomorrow, but there is an immediate need."
Soon after the war started, Heartfelt's clients began asking for something other than the greeting cards already available. They said existing lines just didn't seem appropriate for wartime.
So Metts got together with his printing company, Valley Printing of Salem, and in about two weeks they put together the new line of greetings.
Coming up with a new line is a process that usually takes at least six months, Metts says. And he had to stop work on two other new lines he had been preparing for months for a stationery show coming up in May in New York.
The Patriot Collection, which will be marketed nationally by Heartfelt Inc., features just one cover design - the American flag, unfurled and printed in glossy and metallic red, white and blue. A brief text with the flag's history and the meaning of the its colors is on back of the cards.
Customers will be able to choose either a blank card or from 11 verses.
One of them says: "America. One nation under God fighting for the liberty and justice of all." Metts suggests sending that one to the troops.
And appropriate for families: "There is a grateful pride for our American soldiers. We pray God will protect and bring your soldier safely home."
Metts, who has a friend serving in the Persian Gulf conflict, is sensitive to possible complaints that he's capitalizing on the war. He says Heartfelt will donate 10 percent of the proceeds from the cards to the troops, possibly through the United Service Organizations. And Valley Printing has agreed to donate all of its profits to the troops, he says.
Still, the venture is not without some financial risks for Metts.
He initially ordered 10,000 cards, and plans to re-order weekly once those sell. But should the war end before Metts sells out, he could be stuck with any leftovers, he says.
But Metts apparently is accustomed to taking risks.
He was an executive vice president of a furniture accessories company when he decided to quit and start his own business.
In April 1987, Metts and his wife, Lea, started Heartfelt Inc. in their Roanoke home.
By December 1987, the Mettses had published their first line of greeting cards. The company also makes framed accent pictures.
Last year, the company worked out a deal with CBS entertainment to feature original watercolor paintings from its "Fantaisie" greeting card line as prizes for the game show, The Price is Right.
Nationally, the company has 65 commissioned sales representatives operating in 47 states. Their clients include gift shops at Disney World, several airports and Kirkland's 50-store chain.
In the Roanoke Valley, the company has about 14 accounts, including Heironimus' Great Additions; Country Charm on the Boulevard in Salem; the gift shops at Community and Lewis-Gale hospitals and Paper Alley on the Roanoke Market.
Country Charm owner Linda Hudson, who says her store is "on top of the list" for Heartfelt's Patriot cards, initially chose the company because many of the lines sold by the big-name national chains are actually imported.
Hudson said she saw the Heartfelt line as a chance to offer the same kind of handmade American products she like to feature in her store.
Metts would not release his sales figures because his company is privately held. But he says Heartfelt tripled its sales volume in 1990 - the same year it leased offices for the first time.
"We're a small business that is growing," he says.
by CNB