The company produces specialty paper products for filtration, abrasives, wall coverings, and melt-blown technologies, as well as for packaging and labels.

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The 15-year-old invitations and specialty-paper seller saw a 20% drop in traffic to lcipaper.com from Google, but says its rankings are showing signs of improvement since it started adding more detailed write-ups and videos for its 6, 000 products.

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Specialty clothing line Paper Crown, set to debut this summer, has already been courted by the likes of Fred Segal, Planet Blue and Nordstrom.

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Tiny Prints, based in Sunnyvale, also runs a wedding-focused specialty site called Wedding Paper Divas.

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