Ashley, Lindsey & Newell in NYC
at the National Stationery Show opening night party at the Rainbow Room
In theory, Ashley Baine started Sugar Cookie Cards in 1998. She couldn’t find that “perfect” invitation for her son’s baptism so she hand-painted her own. 5000 hand-painted invitations later, in May of 2001, the wholesale company of Sugar Cookie Cards was born. The name comes from her grandmother in Montgomery, Alabama that she and her sister, Newell Fleming, lovingly refer to as “Sugar”. Ashley and Newell both claim that their grandmother makes the best sugar cookies in the world and from that they came up with the name. After 7 years Sugar Cookie Cards has turned into a much larger company than she ever dreamed. With Newell heading up all of the personalized accounts and Ashley in charge of design the company has grown to service over 1000 retailers. In addition to the original paper line they have enjoyed overwhelming success with their personalized notepad and sticker lines. With the help of Ashley’s husband Brown, Sugar Cookie Cards is “all in the family.” He contributes a few hours a week for hard labor and bookkeeping while Ashley’s 2 children, Burch and Baker, keep the office alive with laughter. The business has stayed relatively small so that Ashley still has time for carpool, football games and tennis practices while Newell can attend Tennessee Titans and Memphis Grizzlies games and travel with friends. They were so lucky to have the dedicated help of Lindsey Foster (4 years). She is currently working at The University of Memphis as a party planner. We might be jealous.
Ashley and Newell are so thankful for their blessings and credit their wonderful retailers and fun loving customers for seeing the fun and whimsy in all of their designs.