INSIDE THE ENVELOPE
With Joo Joo Paper
Owner Afsaneh in her work space
Q: Can you give us a quick background on how JooJoo Paper came to be?
A: I originally worked as a web designer and programmer since my background is in computer engineering. In 2008, I started experiencing severe back pain and decided to take a short break from my corporate job. During that time, I began selling my art prints and handmade crafts on Etsy. After a few years, I heard about the National Stationery Show and thought it would be a great opportunity to sell my work directly to retailers.That led me to print my designs commercially, and that’s how JooJoo Paper was born!
Afsaneh with one of her designs
Q: We love that you’re a fellow ‘Torontonian’ - have you always been based out of Toronto, and what is your favourite part about working and living in the city?
A: I am originally from Tehran, Iran and immigrated to Canada in 2006 and stayed in Toronto since then. I love Toronto because it’s a very vibrant city just like Tehran. It’s hard to say what’s my favourite thing about the city, but to name a few: beautiful nature, friendly people and lots of cool shops!
Q: How did you find yourself in the greeting card industry?
A: I’ve always had a love for greeting cards. Back in Iran, I used to create and sell handmade, hand-painted cards at local craft shows alongside my computer job. After graduating, my sister and I launched a website featuring animated and interactive e-cards, which eventually became the most popular Persian e-card site of its time.
With that deep-rooted passion, starting a company focused on greeting cards felt like a natural next step.
Quote from Afsaneh
Q: We’ve seen your cards all over the world, from New York to Vancouver! Is there a specific place you’d like to see your cards one day (location or specific shop)? Or have you already crossed a bucket list place or store off your list?
A: There are still so many wonderful shops where we’d love to see our cards! But if I had to choose, I’d especially love to have them in markets like Japan and South Korea.
Q: Do you have any fun facts about the business that you can share with us?
A: We recently reached 1 million greeting card sales, and it feels surreal to know that our cards have created a million joyful moments for people. I’m incredibly grateful for that!
Quote from Afsaneh
Q: As a business owner, what are three things you can’t live without?
A: Great customers – I’m incredibly grateful for my amazing customers who support my work and make everything worthwhile.
Reliable suppliers – I’m so thankful to have trusted partners who help bring my vision to life, especially when it comes to printing and materials.
My team – While I’m the sole artist, I couldn’t do this without the support of my team who help with fulfillment, customer service, and everything in between. Last but not least, my husband Sam, who is my partner in crime, and I couldn’t do it without him!
Q: This may be hard one, but answer if you can! Do you have an all time favourite card? Feel free to share a few options!
A: If I had to pick just one, I’d say Aliens Birthday is my all-time favourite card. My second favourite would be Observatory, and my third would be Pondside Surprise!
Top three from Afsaneh