What inspired you to start your business/brand?

I have always dreamed of being able to build a business from what I love to do most, which has mainly been to draw and paint. I love piecing imagery together and creating rich and exciting colour palettes, learning how to draw the eye to small intricate details that look real enough to touch. I realised when on a placement at Hallmark that designing for greeting cards was where I was most happy creatively. Having always designed on a small scale, I found greeting cards to be a way to express my style in a very natural way. Using my sketches and paintings to create playful scenes with vintage charm, sometimes portraying elements of humour.

 

What are your brand’s values?

The brand not only focuses on the thoughtful connection greeting cards bring people but on the sustainable way we do it. Our paper stock is FSC certified which is an assurance that all the products are made with, or contain, forest-based materials from FSC-certified forests. This also means that the products won’t have harmed the forests, precious resources we need to protect. There is also little paper waste from our printing methods and our paper stock and packaging are completely recyclable. 

We are also intentional in our efforts to provide the highest level of service for our retailers, ensuring they are receiving beautiful, unique additions to their shelves that's something just a little different.

 

What is your biggest motivation?

As a designer, the joy of creating something that connects people is my biggest motivation. Whether it's a special occasion or just a simple note, when I see my designs are allowing people to express their feelings and bring smiles to their loved ones, this is my favourite aspect of the work I do. I am also constantly pleasantly surprised by the power of a simple card to brighten someone's day. I receive phone calls and emails regularly from all kinds of people to tell me stories of how one of my cards was perfect in that moment for their family member, or what impact a design had on the receiver. Greeting cards offer a simple way to spread kindness and goodwill, which is incredibly important in today's world and I love the feeling of somehow helping that grow.

 

Where did the inspiration for your product(s) come from?

I have always been inspired by nostalgic, historical imagery, likely because of my interests in history, but my focus was always to try and find a new, vibrant way of recreating artistic techniques from the past. I live in York so I'm very lucky I don't have to go far to be able to stir up some wonderful chocolate box style imagery perfect for a greeting card collection. At Christmas it's wonderful to explore the streets to see all of the beautiful decorations added to the historical buildings and the English winter wildlife in the museum gardens. I also love visiting Liberty London, the V&A and the National Portrait Gallery to really become immersed in my own world of imagery and inspiration that appeals to me most. When first finding my artistic style, I started exploring surface prints and researched botany artists and arts & crafts style repeats. I created sketched and painted motifs to repeat into tiles, but these then became the perfect centrepieces for greeting card designs.

 

What has been a highlight whilst creating and building your brand? 

My most rewarding feelings as I watch the brand develop is to see that I am beginning to understand my own creative thought processes and the reasons for the stylistic decisions I make, which helps dramatically with the product’s sense of individuality. When studying at university I knew what inspired me most and that I was driven to create artwork I loved, but it took me a long time to develop my unique style that I'm now recognised for. However, it's also very important to keep pushing the boundaries of what I can achieve. I can’t wait to expand the brand further and explore the possibilities my artwork has to offer.

What advice would you give to business owners, creators, designers and brand owners just starting out?

Above all, passion is essential in this business. You need to be fully dedicated and truly love what you do because that passion will fuel your creativity and perseverance. For me, my brand isn't just a job or a way to make a living, it's a cherished part of my life that I’m deeply committed to. Every day, I wake up excited to nurture and grow it, and that drive keeps me motivated to improve and evolve.

The greeting card industry, in particular, is an amazing community filled with supportive and encouraging individuals who genuinely want to see each other succeed. It's inspiring to be part of a space where creativity is celebrated, and there's room for everyone to shine. If you have something that is truly unique, something you’ve created with care and effort, there’s always space for your voice and your work. The key is to believe in the value of what you’re offering and to put in the time and energy to make it the best it can be. With passion, determination, and the right mindset, you can carve out a space for yourself in this wonderfully supportive industry.

 

At the Spring/Summer edition of Top Drawer, will you be launching any new collections and if so, can you give us a sneak peek? 

Yes! I will be launching my new greeting card collection 'Paradiso'. This collection takes inspiration from the 1920's Gatsby era paired with some exotic brightly painted animals and intricate gold detailing perfect for themes of celebration. I may say this every year, but I think this is my favourite collection yet.

 

What is your personal favourite from your new collection? 

Could I pick two? A favourite design of mine is the 'Press for Champagne' card. This was designed by photographing an antique gold frame and painting a white gloved hand reaching for the button. I love how it exudes a sense of occasion, making it perfect for celebrating something a little extra special and luxurious. Whether it's for a birthday, wedding or new job, this card brings that “fancy” feeling. My other favourite is 'A Tini Bit Older' Martini card. I think these two designs compliment each other well and love how they sparkle in the light.