Names: Alexa and James Hirschfeld
Job: Co-founders of Paperless Post. The siblings — Alexa, 26, and James, 24 — founded the site on the concept of bringing Internet invites to a new level, with textured-looking paper stock, calligraphy and haute designs.
James came up with the idea while a sophomore at Harvard — “I used Start-ups for Dummies in the library,” he laughs — and pitched it to his sister, a Harvard alum, who at the time was working as Katie Couric’s assistant. Since it launched in ’09, the site has sent 10 million cards and drawn favor from boldfacers like Zac Posen and Diane von Furstenberg, who’ve used it for their bashes.
The sibs, who’ve raised $6.3 million in three rounds of financing, are soaking up the attention. Alexa’s accolades in particular are numerous — she’s been featured on Forbes’ “Women to Watch” list, was named one of the most powerful women entrepreneurs by CNN and was tapped for Fortune’s “Most Powerful Women Summit.”
Manhattan natives who grew up on the Upper West and East sides, the Hirschfelds have planted their business in the flower district on 25th Street. The space has a loft-like feel, with few internal walls and sunlight streaming through nine giant windows. Two dozen employees — the average age is 28 — sit in clusters throughout the space.
They’ve only been in their current office since February, but they’re already out-growing it.
“Lease terms don’t fit start-up lives,” shrugs Alexa.
The duo has a yin-yang vibe going. With his shaggy dark hair, plaid shirt, brown Nubucks and jeans, creative director James could pass as a preppy rocker. He leads development of the invites and is charged with integrating the design with the technology. Alexa, the fair-haired sister in a long teal sweater, black boots and pants, looks like a member of the Junior League. She characterizes her role as “implementation of James’ vision.”
“We rely on each other for decision-making,” she says. “That’s why the open floor plan is critical. Collaboration’s important. We’re moving around depending on what demands attention at the time. This setup lets us understand the needs in an immediate way.”
When they stop moving, the siblings sit down at adjoining desks.
Décor: The office space is bright, sparsely decorated and neutral, with the exception of potted red amaryllis flowers placed throughout.
The designers are working on illustrations for a new wedding line; black and white sketches of the Chrysler Building and Empire State Building — NYC destination wedding images — adorn the walls.
Desk: The desks throughout the office are uniform — light wood with gray steel frames. “We put these together in a three-person assembly line,” James says. “Ikea-chic.”
James and Alexa have three monitors and two laptops between them. They use collaboration software to communicate virtually with both people sitting next to them and employees in their California office. Sometimes they’ll begin conversations virtually, then end them by talking aloud.
While they admittedly skimped on desks, the chairs are ergonomically sound Office Star numbers, at $200 a pop.
“We invest in chairs,” says Alexa.
Commute: James lives in the West Village and takes the 1 train — “the miracle of Manhattan” — to work; East Villager Alexa takes the 6, then walks across Madison Square Park.
Routine: The siblings and their employees roll in around 10 a.m., then work until all hours — as late as 2 a.m. The Hirschfelds don headphones and listen to house and techno music throughout day.
Caffeine: The brutal start-up hours ensure that coffee’s critical to keep the office humming. There are two machines — a Keurig and a Senseo — and both get a workout. The company founders try to practice moderation: three cups a day for Alexa, four for James.
Work Style: “Collaborative, gut-based,” says Alexa.
Philosophy: James says: “When you’re starting a company when you’re young, you have to be confident in what you know, but also humble about what you don’t.”