Mad About Monogramming

(CBS)  When you hear the word monogramming, you probably think shirt cuffs, towels, maybe even silverware. But Early Show trend spotter Laurie Hibberd finds that these days, people are putting their initials everywhere.

"Monogramming is really, really popular right now because we're returning to the classics, returning to the basics," says Daphne Shirley of online retail seller RedEnvelope.com.

But monograms are not only being used in the classical manner. From terrycloth make-up bags and quilted vests to toe nails and toilet paper, there are ways you can put your stamp on just about anything. Possessive gourmands can even monogram a steak!

Devon Menges of The Monogram Shop says, "The bottom line is most people love to see their names on things, anything, whether it's a scarf or newspaper article, I mean, people just like to see that."

Modern day monogramming has its roots in the preppy look, which has made a comeback this year.

"The idea of monogramming started in the middle ages. People would put their initials on their linens and laundry in order to find them at the public wash. These days you can still get your linens monogrammed, but its not so you can find your sheets," says Shirley.

"People are trying to find out who they are, and they're publicly expressing their personal identity. So that turns into this personalizing rite of passage like monogramming where you literally stand out. You put yourself out there in the public so that people can help you understand where you fit in," notes Prof. Robbie Blinkoff of Context-Based Research.

That may seem like a lot to learn from three initials on a shirt, but this trend is not to be taken lightly.

Lillian Vernon, whose stores and catalogues are an American institution, started monogramming personal items half a century ago.

Vernon says all that monogramming adds up to "$250 million, which I equate to a quarter of a billion dollars. And anything that has a billion in it sounds really big…We really make an effort to go and find a way to do something even when its difficult. Business right now is quiet, and people are spending their money more carefully. And this is a little added value that doesn't really cost them anything."

But what's the appeal and why are we so proud of our initials?

Trish Peters says she monograms everything because she thinks, "people tend to notice things more often. I do like getting attention so I like having things monogrammed. I think it makes me more of a unique person."

Shirley agrees, "I think monogramming is for everyone. I mean, it's about personalizing and it's about saying who you are. I mean, I'm Daphne Ann Story and here are my initials."

Retail Sources:

• Bodygraphics
  
• Clever Cookie or 1-800-Best-Gift
  
• Cookies & Crumbs
  
• Comfort House or 1-800-359-7701
  
• Corrico
  
• Designs by Donalyn or 1-800-336-9902
  
• Horchow or 1-800-456-7000
  
• Jennifer Kaufman
  
• Lands' End or 1-800-356-4444
  
• Le Sport Sac
  
• Lillian Vernon or 1-800-545-5426
  
• L.L. Bean or 1-800-809-7057
  
• Monogram Shop or 516-676-5411
  
• Pottery Barn or 1-800-922-5507
  
• Priorities
  
• Red Envelope or 1-877-733-3683
  
• Tiffany & Co.
  
• Victoria's Secret - at select V.S. stores only.