Appointed, an online shop specializing in fine paper and desktop products, was founded in 2015 by Suann Song. The brand was launched with a Kickstarter campaign, which funded the first production of its signature notebook. Appointed’s design philosophy is to create simple, well-made, and functional products, all of which are American-made. Head-quartered in Washington D.C., great attention goes into all the products details, from the book cloth covers and brass wiring to the smooth durable, paper. The option to personalize planners and notebooks is offered on some styles. Appointed believes, and we agree, that a beautiful work environment fosters creativity and productivity, and that a notebook represents untapped potential and endless possibility.

The Shopkeeper


Who inspires you Anyone who creates and has worked diligently to hone their craft to become exceptional at what they do.

What inspires you I’m always inspired by beautiful, minimalist design of everyday things. This really influences our design— we always try to stay true to making everyday work tools beautiful but functional.

Before I was a shopkeeper I worked in PR and marketing for years but always had a love for design.  I’m a self-taught graphic designer and organically grew a small but thriving branding and graphic design studio for the last 8 years. I still maintain branding clients but I’ve scaled that down to focus on growing Appointed.  All of my previous work has really informed building and growing Appointed.

The hardest lesson learned in starting a business I’ve learned so many lessons over the years.  Being a creative, I have so many ideas that I want to implement.  But the business side of things often prohibits it.  I’ve learned (and am still learning) to focus and try to perfect one idea at a time.

What task do you like to delegate Our growth over the last year has been 100% a team effort. I’ve learned to bring on passionate, hard-working people and let them flourish and take ownership of their work.  So while I run the overall operations, a lot of the day-to-day is run by members of our team.

The best lesson you have learned opening a shop Keep things fresh and new.

Your advice for anyone wanting to open a shop Have a clear perspective and always maintain it. Whether its a shop, product or service-based company, I believe its important to always have a clear vision and identity and stay in-line with it.

If you were not a shopkeeper, you would be That’s hard to say!  Appointed has been my dream for so long that I can’t imagine doing anything else.

What is your perfect day off A day at home with my family.  My days are pretty busy so I cherish the days where I don’t have to be somewhere and can unplug and spend time with my family eating really god food.

Five favorite shops Goods for the Study in New York, Margaret Howell in London, Salt & Sundry in Washington, D.C., Itoya in Tokyo, and Schoolhouse Electric in Portland

Favorite neighborhood coffee shop or restaurant Pineapples and Pearls and Baked Joint in Washington, D.C.

I wish I could slow down time.  Time goes by way too fast and I wish I had more time to stop and enjoy moments and things.


On the Future of Retail

“I think and hope it is alive and well.  While its harder because we’re in such a digital age, I think there will always be a desire to touch, feel and interact with product and the people behind it.”

Photographs by Kate Headley, Rachel Maucieri, and One Point Two


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  • Vana Chupp
    October 17, 2016 at 1:54 pm

    Absolutely stunning space and brand! I own a few of their products and can attest to their superb aesthetics.
    PS. Check out our shop too. I think it would be a good fit for your series.