Article: Meet the Paper Source Specialists: Fern
Meet the Paper Source Specialists: Fern
Fern Sinio has a way of making a conversation feel effortless. She has the kind of easy laugh that immediately creates a comfortability with clients, making stationery appointments seem more like catching up with someone you've known for years. It's a quality that serves her well as a Paper Source Specialist, especially when she's helping couples navigate one of the biggest celebrations of their lives.
"My goal is always to make people feel comfortable," Fern said. From the first virtual appointment to the day custom invitations arrive at their door, Fern is there every step of the way. “In the introductory meeting, I take that time to warm up to clients and show them I’m a real person,” she said. “I let clients know you are basically stuck with me until you don’t need me anymore! You won’t have to retell your story throughout the process; I’m on your team as your point person to learn your vision, answer questions and help turn ideas into personalized stationery and invitations.” Fern said.
Originally from Chicago, Fern was born in the city before spending most of her childhood in the nearby suburb of Bolingbrook. She studied social psychology in college, a background that she says has unexpectedly become one of her greatest strengths in working with customers. "It helps me understand people on a social level," she explained. "Everyone comes into the process differently, and part of my job is figuring out what they need."
After college, she moved back to Chicago, where she often found herself shopping at Paper Source long before she ever worked there. Her career first took her to Marshall Field's, where she worked on the merchandising team.
In 2008 family brought her to California, and she stepped away from work to spend time at home with her newborn. “I spent one winter here and never looked back!” she said. Once her daughter’s school started, she knew she wanted to return to a creative work environment. 
"To start I wanted something part time, and I loved crafting and working with tangible materials, so Paper Source just seemed to make sense." She joined the Beverly Hills Paper Source store in 2015, quickly becoming the team's go to expert for custom printing. Before long, she was training other team members on the custom process, and when an opportunity to become a Paper Source Specialist became available, her regional manager encouraged her to apply.
The timing couldn't have been better. As the specialist program moved online during the pandemic, Fern found herself in a role that perfectly combined her love of creativity with building lasting relationships."When we worked in stores, custom was mostly walk in based," she said. "You'd stop what you were doing, help a customer, then jump back onto the sales floor. As a specialist, I get dedicated time with each client. We really get to know each other during the process." 
Her combination of merchandising experience, social psychology, and firsthand knowledge of the custom process gives her a unique perspective when guiding customers through their options and helping to narrow the focus.
"Sometimes there are just too many choices," Fern said. "I help people figure out what's most important to them. Is it the invitation design? The paper? The overall theme? Once we identify those priorities, everything starts to feel much more manageable."
That guidance also comes from personal experience. When planning her own wedding, Fern knew exactly what she wanted. "I had envisioned black and gold for my invitations before I was even engaged," she laughed.
She created her own envelope liners using handmade Japanese paper from Paper Source and chose Crane stationery for her invitations, an exclusive offering available through the specialists. Having gone through the process herself, she now shares the lessons she learned with her clients, offering practical advice on everything from addressing envelopes to choosing finishes that fit both their vision and their budget.
"I've been in their shoes," she said. "I know what works, what can be stressful, and where I can help make things easier."
One of her favorite parts of the process is reminding couples that their wedding should reflect their style and story. "I always tell clients, it's your wedding day, you're not there to cater to anyone else. At the end of the day, it should be for them." 
For customers who arrive with Pinterest boards full of inspiration, Fern helps bring those ideas to life. Whether they're customizing an existing design, working with a design file from a friend or Etsy, or collaborating with the Paper Source design team to create something entirely original, she loves helping people see what's possible. "It takes a little weight off their shoulders when they realize we can make their vision happen."
Today, Fern calls Sherman Oaks, California home, where she lives with her husband, who works in the music industry. Outside of work, it's no surprise that paper remains one of her favorite creative mediums. She loves scrapbooking and journaling, often combining the two into travel journals filled with memories from family vacations. "I love paper!" she said.
When she's looking to unwind, you'll often find her at an archery range, a hobby she first picked up in high school before rediscovering after moving to California. "It's a great way to reset," she said. "It really helps clear your mind."
Weekends often include hiking with her family, browsing the Sunday farmers market in Studio City, or stopping by one of the neighborhood's many coffee shops for a cold brew topped with cold foam and a fresh pastry. She's also quick to recommend a local spot for her favorite chicken taquitos and loves taking trips to San Diego.
"One of my favorite things about California is that you can go to the beach or the mountains in the same day," she said. "I'm not much of a skier, but I'll happily cheer you on with a cup of hot cocoa."
When it comes to entertaining, Fern admits she approaches planning a little differently than her fellow specialist Lauren. "I’m very meticulous compared to Lauren’s go with the flow energy. When I’m planning a party, I start planning about a year in advance," she laughed. "I'm a list person. I'll even add something to my list after I've already finished it just so I can cross it off."
Her attention to detail has certainly paid off. For her daughter's golden birthday, Fern planned a Willy Wonka themed celebration, creating custom chocolate bars complete with golden tickets hidden inside that served as the party invitations.
She also proudly considers herself a "master wrapper," collecting beautiful wrapping papers throughout the year and turning every gift into its own work of art with carefully layered papers and intricate bows.
It's that thoughtful attention to detail, balanced with genuine warmth, that makes Fern such a trusted guide for Paper Source customers. Whether she's helping someone choose the perfect paper, working with the design team to create a custom monogram, or simply reassuring a couple that they're on the right track, her goal is always the same, to make the process feel exciting instead of overwhelming.
If you'd like to work with Fern on personalized stationery, custom invitations, or wedding paper, book a free appointment with a Paper Source Specialist today.
