Susie Gelbron and Julie Walker founded Carrot & Stick Press in 2000 and named the company to reflect their complementary working styles. The idiomatic expression “carrot and stick” connects two motivating philosophies: a promised reward with a threatened penalty. More simply, the phrase answers the question: How do you get a horse to plow a field? Tempt it with a carrot, or hit it with a stick.

Susie, the Carrot, received her BA in art history from Princeton University. Julie, the Stick, graduated from the College of Creative Studies at the University of California Santa Barbara. The two met at graduate school orientation and spent the first year of the program working collaboratively on a book project.

After earning MFAs from the California College of Arts and Crafts, Carrot & Stick started their company using a borrowed press in a drafty barn behind their professor's Berkeley home. Today, the company does all production on-site at their Oakland , California studio, employing antique presses to produce their line of folded notes, gifts cards and place cards. Their distinctive patterns are also available on offset printed note books, place mats and photo cards.

Carrot & Stick's work is a partnership between form and function, old-fashioned sensibility and newfangled design. Susie and Julie design stationery and products that they want to use: cheerful note books to throw in a purse or to keep by the phone; paper place mats to dress up outdoor dining or to use for dinner in front of the TV; place cards that inspire the hostess to pull out her “good” china and play matchmaker with the seating chart; gift cards which really do make it better to give than to receive; and finally, folded notes, because a handwritten note is always appreciated.

Carrot & Stick's work has been featured in many national publications including Vogue, Martha Stewart Living, Harper's Bazaar, and The New York Times.

Here is what their clients are saying:

To give you the final chapter…the rehearsal…the wedding…the brunch…were spectacular! As you might have expected everything continued in the tone set by Carrot & Stick…The event cards, the escort cards, table numbers, favor tags, programs came together beautifully. Thank you very much for all your efforts in making Catherine & Dave's day so special-they're still on cloud 9!

Words cannot express how pleased we are with the invitations. You did an amazing job-the paper, printing and color are absolutely flawless. You both are extremely talented. It was so much fun to work on this project with you and has been the highlight of the ceremony planning thus far. You should be incredibly proud of the work you are doing-it is truly exceptional.

I am so delighted with the place cards and note cards that I received today. It's been wonderful working with you, from learning about your press to placing an order. The presentation is beautiful. I loved unwrapping the box. Thanks for all of your help. The cards will add such elegance and character to my wedding. I can't wait to have the opportunity to order and use more of your delightful papers.

These save the date cards look magnificent. You've gotten me so excited about the invitations. Didn't know they could be so fun. I showed everyone at work today. Love the creativity!

The invites etc…came last night!!!! They look AWESOME! Wow-you guys really did a great job. I can't wait for my fiancé to see them. The package was really well presented and everything looked so nice. We will always remember how special you both helped us make our "big" day.

Thank you so much for your beautiful work on the invitations. It's a work of art. I wasn't concerned about making a statement-but somehow I think we are. I can't wait until everyone sees it! Well, I look forward continued collaboration. I can see it now…the wedding, my babies, birthdays, anniversaries. You guys have a customer for life!!!

Thank you so much for creating such an amazing invitation for our wedding. I can't tell you how pleased we are with the final result. It will be a framed piece of art in our home forever.

I was the lucky recipient of handsome stationery from Carrot & Stick this Christmas. The weight of the paper is impressive and the hand cut and folded envelopes are only upstaged by the beautiful blue stars pressed into the paper. How fortunate for me that my son came to your studio!!

We love and WORSHIP our save the dates-kudos to you!

Thank you so much for all your ideas, support, and talents. It was a pleasure working with you on the invitations.

Wow! I was blown away by your beautiful stationery-I love it so much. I will use it so fast that I will have to place another order.

Thank you!!! for the lovely cards. They're just wonderful and I use them for every occasion (to lots of compliments). Don't be surprised if you get orders all the way from here.