ana tomy is a fresh, forward-looking custom notebook stationery brand founded on the principle of self-expression. They sell custom notebook to encourage creativity through written media and have set themselves apart from the crowd by providing customized stationery. ana tomy notebooks, however are more than just stationery. They are individually designed and produced using contemporary technology, informed by established practices. They focus on making available the best materials with which they create highly quality merchandise, leaving the design aspect to the customer. By offering a unique buying process, which includes personalization, customers have endless choices resulting in tailor made, bespoke items. Consumers are always on the lookout for unique products. According to a Deloitte consumer review, one in three customers want personalizations and are willing to pay a premium for it. No wonder that the idea of custom notebook caught on and soon gained traction. After having achieved considerable success in their retail custom notebook store, ana tomy decided to replicate their success by reaching a wider target audience online.