Through her line Shire Prints, Sara Paul breathes new life into vintage matchbooks
In an era where disposable culture dominates and ephemeral items are increasingly scarce, with single-use products and digital media becoming the norm, designer Sara Paul seeks to build a bridge between the past and present. By delving into the world of ephemera, she is building connections to bygone eras through objects that many would overlook—like the humble matchbook.
A Journey Through Time
Paul’s journey began with her background in radio documentaries and a deep-seated love for history and nostalgia. An avid art collector, she sought affordable art with personal and historical significance. Discovering her first vintage matchbook on eBay ignited her passion for finding more of these intricate pieces of history, leading her to various corners of the internet, estate sales, and personal collections.
Scan of Tangewood Motor Court in Lenox Mass.
“Art is often expensive and unaffordable. During my time in the design industry, I met numerous artists and designers. We would often trade services; I’d develop their website and they’d give me art. It became something of an obsession, probably because both of my parents were involved in art. My mother was an artist and my father an architect. After they passed away, I inherited a lot of their artwork. Then, during COVID, I felt the urge to collect affordable art, which isn’t readily available,” Paul explains. Her background in documentary radio fueled her love for history, nostalgia, and how an image, like food, can stir memories.
Her love of history, nostalgia, and affordable art, combined with her background in graphic design, culminated in the launch of Shire Prints, where she sells blown-up art prints of matchbooks from her home in the Berkshires in western Massachusetts and beyond.
The Charm of Vintage Matchbooks
Mockup of print for Club My-o-My in Jefferson Parish in New Orleans, LA by Shire Prints
A matchbook was more than a tool for igniting a cigarette or candle; it was an emblem of the restaurant itself. Upon departure, patrons would pocket these small, striking pieces of art, inadvertently collecting mementos of their culinary journeys. As these matchbooks accumulated, they formed eclectic tapestries of personal history and cultural evolution.
However, with the decline in smoking and the rise of digital marketing, the restaurant matchbook began to vanish, signaling a transformation in its role in cultural preservation and societal memory. Collectors and enthusiasts, aware of their impending disappearance, began to amass matchbooks with renewed purpose. Each matchbook’s unique design and messaging is a tangible connection to the past.
The resurgence of interest in matchbook collecting is more than a hobby; it’s a bridge that spans generational gaps. Facebook groups dedicated to matchbook collecting boast over 7,000 members, while TikTok features 3.7 million posts tagged with #matchbookcollecting, demonstrating the vibrant and growing community of collectors.
Connecting Through Art and Food
Paul’s Shire Prints celebrates the visual appeal of these matchbooks and the stories they hold, particularly those connected to travel and food culture. Her exhibitions have become community events where people share their stories about the places featured in the matchbooks. These gatherings highlight the importance of preserving local history and culture, fostering a sense of community and shared heritage.
Mockup of Shire Prints match book print of Friendly’s Ice cream of Springfield Massachusetts
“Every matchbook, whether it’s from a restaurant my parents loved or the spot where I first met a friend, pulls at the strings of personal and collective memory,” she shares.
Art for Everyone
Sara Paul, the artist and founder of Shire Prints.
Paul has amassed a vast collection of over 5000 vintage matchbooks dating from the 1930s to 1960s. Her collection focuses on establishments from the Berkshires and places in New York City, Philadelphia, and beyond. As Paul searches online marketplaces and attends estate sales, she is drawn to matchbooks with intricate designs and illustrations. “Some are just extraordinary. And in the place, but they’re not so beautiful,” she says. Each find tells a story, whether it’s a restaurant her parents frequented or the spot where she first met a friend.
Once acquired, Paul carefully scans each matchbook at high resolution to preserve the fine details. “I scan them in 2400 dpi. Normally things are like 300 DPI and for web it’s 150 or 72. At 2400, you get all the detail,” explains Paul.
This scanning process allows her large-scale prints to showcase the matchbooks’ beauty. Paul then selects which pieces to transform into posters. “I do a little dive into the history. For example, a matchbook from a restaurant opened in January 1969 was the spot to go in LA, looking like a Moroccan Palace inside,” she describes. Through her research, Paul aims to bring these establishments and memories back to life.
One of the core principles of Paul’s business is making art accessible to all. She is dedicated to showcasing her work in equitable and accessible spaces, ensuring that it’s not just for the elite or tourists but also the local community. Her prints are displayed in places where people naturally gather, making art a part of everyday life.
Scan of matchbooks of Horn and Harden of Philadelphia. Paul, under her brand Shire Prints performs … [+]
Paul’s work also extends beyond the Berkshires. She has ventured into other regions, including Philadelphia, where she has found equally captivating matchbooks that tell the stories of iconic establishments like Horn & Hardart Automats. Each piece is meticulously scanned at high resolution, preserving every detail of the original artwork.
Preserving the Past, Celebrating the Present
Mockup of archival print of Wawa Dairy Farms matchbook by Shire Prints
Shire Prints is more than just a business; it celebrates history, community, and the beauty of everyday objects, particularly those linked to food culture. In a world where fast-paced digital art is the norm, Paul’s work reminds us of the value of appreciating the craftsmanship and stories embedded in these vintage pieces. Through her art, she preserves the past and creates new connections and memories for the present and future generations.
“It’s this hit of dopamine I get when I see a gorgeous matchbook that I’m on the prowl for,” she says. “My collection has taken over a few rooms in my home—thank goodness they are small masterpieces, or else I’m not sure where anyone would sleep,” Paul jokes.
