Log In | Become a Member | Contact Us

Leading printing executives into the future

Connect on Twitter | Facebook | LinkedIn

Featured:     European Coverage     Production Inkjet Analysis

Williams-Sonoma Dishes Out Seasonal Recipes on Navajo

Monday, January 10, 2005

Press release from the issuing company

[Cohoes, NY] — Chuck Williams first arrived in Sonoma, CA intending on a career building homes. Luckily for millions of consumers, a change of heart, a passion for cooking, and a trip to Paris (where he discovered classic French cooking equipment) were the catalysts for the creation of Williams Sonoma. Now, 57 years later, known as the United States’ premier specialty retailer of home furnishings Williams-Sonoma continues on the path of it’s creator, helping people build their homes, from the inside. With a talent for marketing, Williams was quick to realize that location was a fundamental requirement for success. So, in 1958, he opened his second store in San Francisco’s shopping district. The store just happened to be in the walking path from Elizabeth Arden to several women’s clubs. This strategic move was the doorway that led to decades of successful growth, with products currently offered through three major consumer markets: retail stores, catalogs and the Internet. The publication of Williams’ first cookbook, Williams-Sonoma Cookbook with a Guide to Kitchenware, was yet another masterful marketing move. With delicious but uncomplicated recipes, Williams’ cookbook appealed to many, and the fact that you could get the cookbook, ingredients and necessary kitchen tools all in one place appealed to all. Today, Williams-Sonoma maintains its fresh approach to consumer marketing with specialty items that are available for a limited time, and are either specific by season or by region. Along with the opportunity to purchase the exclusive gourmet specialties, customers receive a mouth-watering booklet of recipes that encompass those select ingredients. The Mediterranean Cooking booklet is one in a series of booklets that the California-based, ColorGraphics produced. Mohawk Navajo with Inxwell? was specified as the paper of choice. “We needed the images to pop off the paper so we went with Navajo. Printing on Navajo is awesome,” says Linda Wilder, Senior Sales Representative, ColorGraphics. The unrivaled smoothness of Navajo makes the clever, napkin-sized, square booklet feel as if it is your friend, as if it will help you create the delectable foods it is sharing with you. The supreme printability of Navajo produces scrumptious visions of oil-soaked olives, just-picked tomatoes, and freshly baked vanilla sunflower cake. “Navajo is a dream paper to work with, it always prints beautifully. This particular piece was a reprint, which is typical for these booklets because they are in-store give aways and they go like gourmet hotcakes,” says Wilder.




Email Icon Email

Print Icon Print

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2016 WhatTheyThink. All Rights Reserved