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Monica Longest Horsley, 33

Owner, By Invitation Only

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Handwritten notes and concern about etiquette seem like quaint throwbacks in the digital age. But Monica Horsley has transformed her passion for these old-fashioned notions into a booming business with a devoted clientele: By Invitation Only.

When Horsley took over the small store seven years ago she didn't have any grandiose plans for growth. But her advocacy for the personal touch in correspondence and her burgeoning reputation as an etiquette expert resulted in the Short Pump store's eventual status as a premier invitation and stationery boutique.

Horsley takes seriously the responsibility people place in her to design appropriate wedding invitations and birth notices. “These are the biggest events in people's lives,” she says. Her expert attention has resulted in more than a few thankful clients inviting her to their special events.

When she's not working in the store, she pours her energy into the Innsbrook Rotary. As president, she's one of the youngest members elected to the post and one of only a few women. She's traveled around the world for the service club, helping orphanages in Honduras and assisting in the effort to eradicate polio. And she still makes time for the occasional handwritten thank-you note.

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