ethreations » ethnic + creations , an online resource for simple, elegant, stylish, and vibrant CD and DVD cases

What is Ethreations?

In short, Ethreations is your online resource for simple, elegant, stylish, and vibrant CD and DVD cases.  Our aim is to cater to photographers and other professionals, such as musicians, who need to deliver their products to their clients in a unique, colorful and high-end package without worrying about them getting scratched or damaged.

What is the story behind Ethreations?

If this blog were a motion picture and we had the ability to do a slow, opening crawl, we’d start this tale much like George Lucas started the Star Wars franchise.

The Ethreations story actually began in 2007, the year we got married.  Since we were having a somewhat eclectic, multicultural wedding, we decided we wanted to do something a little different with our invitations as well.  We had been gravitating towards the idea of creating some kind of robust envelope or thin box that the invitation itself would slip into.  Most of the designs we came across were beautiful in a very traditional way, and yet they were missing something.  So, we decided to try our hand at coming up with our own design and sent our idea on to G’s parents overseas.  In the end, we were able to find a fabulous company that ended up creating something that was extremely intricate, but not overly lavish, that didn’t have that mass-production feel to it.  We were thoroughly impressed.

Cut to the beginning of 2009.  We’ve been doing wedding and portrait photography for several years now and have tried to find a DVD case that suits our shooting and post-processing style.  We just haven’t been able to find packaging that we absolutely love.  We’ve been using tin cases that are very contemporary and industrial-looking.  But they’re a bit too impersonal and slightly cold.  So, we decided to try our hand at designing once again!

After several brainstorming sessions that involved napkins, a few cocktails, and some very candid discussions around package practicality and demand, we came up with the idea of a DVD case that was made of paper rather than tin or plastic.  We wanted it to look like the ethnic wedding invitations, which are complex, sturdy, sophisticated, and have all sorts of crazy compartments and closures.  Then, during our October trip to G’s parents, we visited the company that had made our invitations and presented our idea to the owner.  Within two days, he was able to produce a prototype of the case in a couple of different colors with different closure options.  He was able to work his magic once again!  Anyway, the product is in [finally!] and we’re ready for the official launch.  Et, voila!

Ethreations isn’t even a real word.  Please explain.

True.  We initially wanted a Sanskrit word for the website.  To our surprise, all of the words we liked were already taken.  So, one day while looking over the prototype, we realized that we were, in fact, aiming for a very ethnic look for the packaging.  And, because we created it from scratch, we combined the two words “Ethnic + Creations” to come up with “Ethreations”.  Badda bing.

What is the packaging made of?

Paper and some cardboard to ensure the product is sturdy and doesn’t bend.  That’s it!  Well, there’s also some string and a small bead that are part of the closure.

What is the production process?

The packaging is completely handmade; thus, each of the cases has a somewhat unique look to it.  We were fortunate enough to be able to visit the actual factory and spoke to the people making the product.  They really do beautiful work!

How many different types will be offered?

There will be one- and two-sided products in a variety of colors.  When we met with the company, the owner showed us tons of different types, weights, and colors of paper.  We were most interested in texture.

When can I see the product?

We’ve got plenty in stock now.  They’ll be ready for shipping in the not too distant future.  Is that too vague?  Be on the look-out for some highly professional product photos. The Ethreations website will be going live in less than 2 months.

What do I need to do to sign up?

We’ve already set up a blog, which you know if you’re reading this right now, as well as a newsletter.  Feel free to complete the contact form to start receiving the newsletter.  We promise not to go totally crazy with spam in the form of mass mailings.

I love the idea, how can I promote it?

We love when our family, friends, and fellow photographers promote our work and products!  It’s, of course, VERY MUCH APPRECIATED.  Well, obviously.  If you’re interested in promoting Ethreations, we encourage you to turn to your blog, to Facebook, to Twitter, and to any other up-and-coming, cutting-edge social media outlets.  If you blog about it, please do link it back to our blog.  And, we promise to do our best to feature your work on our blog as well.

Will you have deals when you launch?

You bet!  We are suckers for deals and know that others are too!

What’s up with your business and the # 13?

Well, you may not have noticed since the number 13 is a bit behind the scenes.  And, we know most people find the number a bit eerie in that 80s movie sort of way.  But, G arrived in the U.S. on August 13^th.  We got married on October 13^th (no, not the same year…obviously).  The first shipment went out on January 13^th (according to East Coast time…and, oddly enough, this wasn’t planned).  And, the consignment arrived in 13 separate boxes, again not intentional.  And, if all goes well, we will launch the product on March 13^th!  Are we being overly superstitious?  Of course we are.

Anyway, if you’ve made it to the end of this blog, then KUDOS to you and a big hooray!  We promise all future blog postings will be much more visually stimulating.  We would love to hear back from you, so please, please and please leave us a comment with your feedback on the blog OR email us at info@ethreations.com. We look forward to hearing from you!

Much love,

K & G

P.S. – if you have any tips for us, please email us.