Sweet Paul fall 2015

Sweet Paul Magazine: The Ultimate Guide for Crafters, Cooks, and DIYers

When you’re one of the most popular bloggers on the planet, how do you follow up your hugely successful online act? While many bloggers are branching out into product lines and specialty services, Paul Lowe, founder of the Sweet Paul blog, went the rather unconventional route: he started a print magazine.

Sweet Paul wedding issue

Lowe created Sweet Paul Magazine in 2010 because his audience was clamoring for keepsake editions of his original recipes, crafts, and decorating ideas—all artfully arranged and photographed, thanks to Lowe’s background as a professional photo stylist. Anthropologie, which noticed Lowe early on, was another driving force. The magazine—only around 7,000 copies of each edition are printed, and when it’s sold out, the print edition is gone for good—is currently carried in dozens of Anthropologie stores, as well as specialty boutiques around the country.

Sweet Paul summer 2015

What makes Sweet Paul Magazine stand out among the dozens of food and crafting magazines on the market is its attention to design-minded recipes and projects and its inimitable visual style. From kitchen trivets crafted of clothespins to Norwegian “poor man’s knots” cookies, the magazine is a hip, arty feast for the eyes, the touch, and the taste buds. Says Lowe, “I want it to be a magazine for the senses, that makes you want to dive into the pages.”

Sweet Paul focaccia with berries and rosemary

Lowe currently works with just one other full-time staff member, and recruits design-savvy freelancers from around the world to create original content for the magazine. In the past year, they’ve added specialty issues, on themes such as weddings and kids, and will be releasing additional themed issues that are, for the time being, strictly under wraps, but are hotly anticipated by Lowe’s core audience of in-the-know young professionals. He’s also got a special holiday issue on the way that’s jam-packed with fresh spins on perennial favorites like for food like cookies and roasts, and crafts for candles, lanterns, stars, and textural wool. “I think we outdid ourselves this year,” Lowe comments.

Sweet Paul folded books

With his sharp stylist’s eye, Lowe encourages out-of-the-box thinking when it comes to in-store merchandising of his magazine, and is always available to offer advice, should a store owner or manager ask for it. “I don’t want to interfere with the concepts of different stores,” he explains. “But it’s always fun to see people display the magazine in different ways. And it always makes me proud to step into a store where the magazine is displayed in a creative way.”

To inquire about becoming a wholesaler for Sweet Paul Magazine, visit the website.

Robin Catalano

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