How I'm Starting a Greeting Card Business from My Apartment

Announcing the release date for your new favorite stationery brand, ten shops for getting custom gifts, and a Q&A about creative entrepreneurship.

Happy Monday to you!

BIG NEWS! In ten days, I will launch my greeting card business into the world.

Feeling! Press will be live on August 27th — save the date!

Seven years ago, during the month of August, I opened a little storefront on East Bay Street. I was only 21 years old and had no idea how difficult it would be, so it didn’t seem daunting at all.

I ambitiously crowd-sourced funds (through selling art prints and t-shirts) to furnish the space, get supplies on the shelf, and let it rip!! I opened with a ton of yellow balloons and so many kind friends and family who believed in a very young me. The shelves were stocked with art prints, home decor, greeting cards, and our signature candle scent, “indoor sunshine.” I had a thousand ideas and the intention of doing every single one of them.

Today, I am 28. I sit in a little office in a new apartment with stacks of fresh greeting cards no one has ever seen printed and tucked on a bookshelf, in disbelief that I am about to start again. It’s rainy in New York, overcast, and my Earl Grey brews. It’s harder to take risks when you know more, I think. When you’ve felt the uncertainty and paid the taxes and lost and cried about it all. It took much more effort to blow up balloons this time, metaphorically. But here I am, seven years later. Still dreaming, miraculously! The ideas came back, and to my relief, my intention of doing them all came back too. Tess Guinery says, “When imagination returns, it means we are back in our body.”

I think, more than ever, the need for human connection has been at the forefront of my mind. As I am sure it has been for you, too. The written word, handwriting, physical paper goods, receiving mail — all these practices that were commonplace during my growing up suddenly seem scarcer.

I’d like to make cards that feel delightful to receive. I’d like to help as many people as possible reconnect with their own handwriting and with each other. Nothing is more delightful to me than a kind, timely word. And so to play a small part in the exchange of kind, timely words across the world would be an ultimate dream come true.

Let’s bring back handwritten cards. It’s so time.

This first collection has twenty-nine new card designs, ranging from birthday, congratulations, to just-because cards. I’d say the non-occasion, thoughtful, just-because cards are the secret sauce of Feeling! Press. Because they pack a lot of feeling! I’ve drawn these card designs on trains, planes, late nights, early mornings, and I can’t wait to show you! I hope you love them. I really do hope so!

As I’ve been in start-up mode, I’ve gotten some great questions about the behind-the-curtain “how” that I’d love to answer. How entrepreneurs actually do things always seems elusive, so I’d love to be a more transparent resource if I can be.

Enjoy a Q+A today, and get ready for that big launch on August 27th! (AHHH)

✷ Question from steph (they/them):

Are you printing and packaging everything yourself for the greeting cards, or did you have to outsource it? I’m also curious how many designs you are offering and the creative process of coming up with the designs or the selection if they are designs you already had

✷ Answer:

I have a printer in California I am using, but yes, packaging and shipping everything myself with Connor. You could say the dog provides moral support, and call it a family business! I researched third-party shipping warehouses heavily, but couldn’t confidently swallow the cost. Especially since I have no idea how our sales will be! My last sales data is from 2021, so I am going in somewhat blind to what the e-commerce environment will be now, and if my old customers are still out there and eager to buy my work.

Shipping is about to take over our lives (it’s A LOT!), which is the cost we are willing to pay to reduce the start-up cost (I am doing this from savings, rather than taking out a loan). We’ve agreed to ship ourselves for the first 3 months to deeply understand the customer and our process, and then reevaluate the cost of handing it off. Ideally, we need every minute possible to work on designing and marketing rather than going to the post office. But hey, it will be fun too! Lots of walking, haha!

I have 29 card designs for Collection One, and they are all brand new! I’ve been drawing up designs since May. Every single piece has a personal story behind it, and I am planning on sharing them soon!

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✷ Question from Valentina:

How did you come up with this idea? What brought you to actually pursue it?

✷ Answer:

I fell in love through swapping handwritten notes. I’ve kept almost every note anyone has ever written me. I love cards. I love celebrating occasions. The greeting card combines my adoration for writing and graphic design perfectly.

Since closing my stationery store in 2021, I’ve wondered what part of that dream would resurrect. I thought maybe art prints or home decor for a while, but landed on cards. It’s always been cards. Writing cards feels intrinsic to who I am, and I could talk about mailing cards for hours, which made me think it’s something to jump into.

When it comes to actually taking the leap, I had a full-time job that had an end date on it because it was a one-year grant writing program. Essentially, I knew I’d be jobless in February of this year, and that timeline made me reconsider what I truly wanted to spend my time doing, and gave me a sense of urgency to get on with it, if you will. I missed making cards for years, but leaving full-time income made me get serious.

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✷ Q from Angie:

Big question but, I imagine you had a lot of ideas, how hard was it to narrow it down to what would launch? From what I gather about your posts and work, your ideas are boundless and exciting. How do you get past thinking and ideating to make the thing?

✷ Answer:

Ha! Thank you so much! I loooove ideating. I wrote a bit about how I actually get good ideas on paper here, if you are interested in digging in further. But for this business specifically, I honed things in. I really want to make an amazing product as a priority, and an amazing experience and brand-world as the second most important priority.

I researched a lot about current stationery businesses, attended some events across the globe even, to investigate. And I think I identified some things that are missing, so I am honed in on filling the gaps.

✷ Question from Morgan:

What are your thoughts on monetizing your hobbies vs. continuing to do them just to enjoy?

✷ Answer:

Oh gosh, so complicated. My work has ebbed and flowed across this spectrum for years. I’ve been full-time self-employed, and both hated it and loved it, and I had a long season where I was a full-time teacher and loved that. There is beauty and difficulty in both. I really liked having a job with clear objectives, teammates, and clear pay stubs. It actually helped me heal my relationship with creativity, because I wasn’t demanding my artwork to make any income during that time. I could just play!

Now, of course, I am back to full-time self-employment and have a healthier approach to the work this time around.

If you do decide to make a hobby your main income, know that your relationship with it will change. So the consideration is if that relationship change is worth it to you.

For me, if I am relying on something I make to pay bills, I have to deeply believe in it. And it has to come from a source of joy and inspiration.

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✷ Question from Carolyn Yoo:

Deciding where to print your cards! (Not asking you to reveal the hard-earned specifics, but were there any interesting decisions that went into trying out different vendors, quality control, etc?)

✷ Answer:

I knew I wanted a relationship with a smaller printer in the U.S. and found a partner I really like in California! Quick, personal communication was my hope. I got a lot of paper samples and had many friends feel them and give feedback. I am pumped about the smooth cardstock we chose — perfect for a pen sliding across the pages.

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✷ Question from Paperful:

I’d love to know your workflow or a step-by-step breakdown on how to prepare for a launch from a marketing perspective. It’s always felt to me like such a chaotic and frenzied process, so it’s always interesting what it looks (and feels like) for others!

✷ Answer:

Okay, so I had a pretty intense marketing roll-out scheme leading up to launch day, and then I completely changed my mind. For one, I ended up moving earlier than I thought. I knew my lease would be up, but it was a surprise that we found a place we could get in earlier — so that flipped my plans upside down.

We (husband who is a documentary filmmaker and I) do all the marketing in-house. Literally, in our house. So when we had to start packing boxes, it changed the ability to produce some launch ideas.

In a sweaty mess of cardboard box unpacking the other day, I just said, “You know what?! We should just get this website up and then focus all the marketing efforts on promoting afterwards.”

So that’s where I landed! I felt pressure to roll out teasers and in-person events and hype it up to the max. But I think people get weary when you keep teasing something but not giving them an outlet to actually experience the product. I am betting on that fatigue. I want to get my product available first, and then tell everyone about it. I’ll let you know how it goes, because it’s a bit of a risk to move in that order!

For post-launch next week, our marketing is focused on beautiful, high-quality organic social media posts. Just like I am meticulous with the card designs, I am meticulous about the video and photo content in marketing. I started a fresh account (separate from my own) on Instagram, where we will be building a world for the card that looks like a constant release of mini movies.

I’ve tapped in some dear photographer friends (Maxfield Media) to bring the collection’s visuals to life through photos that I art-directed, loosely inspired by iSpy books.

And then Connor and I produce all the video ourselves. I add some art direction, he does the directing, shooting, editing — and all the magic. We usually shoot everything together and occasionally recruit friends to help.

We are deeply inspired by Ffern as a case study for high quality and aim to emanate that level of craftsmanship, collaborating with artists of different mediums, producing scripted mini-series, and mini-documentaries all in the world of greeting cards.

Whatever is the opposite of cheap and quick is what we are up to. If you are on Instagram, I’d love for you to see the video work we will be releasing, because it is meticulous, fun, beautiful, and all made by humans without shortcuts.

Thank you all for your thoughtful questions! Can’t wait to share the cards with you NEXT WEEK! You, Substack readers, were the primary people I had in mind when designing every card. The readers, journalers, thinkers, feelers, dreamers of dreams. You are the kind of people who remember birthdays, think to say encouragements, and check in on others. I hope you love what you see, SOON!

✸ Every month, paid subscribers of Feeling! Magazine receive a post filled with custom-made wallpapers and printables! This month included some really fun coloring sheets and junk journal patterned paper.

✸ The summer reading challenge officially came to a close last week, but printable, colorful bookmarks are still an option for your end-of-summer reading!

✸ If you have an upcoming birthday party for yourself or a loved one, reviewing this birthday hosting guide could feel like a weight off your shoulders.

✸ For continued reading about entrepreneurship, getting scrappy, I made a guide (with a home audit) for making your space work for you — even if you have very limited space.

Ten Unique, Custom Gifts for Summer Events

I don’t know what is in the air during late summer, but I keep finding myself in need of gifts! Weddings, house-warmings, birthdays, etc. So I searched the recesses of Etsy and found ten shops making beautiful custom products that are highly, highly giftable. From small makers and artisans, these ideas are going to be the most unique and memorable gifts they receive.

1. Embroidered napkins

For a housewarming, the newlyweds, or even a birthday gift for a friend who loves to host, consider custom cocktail napkins.

2. Recipe tea towel

This embroiderer will take your family’s recipe (in the original handwriting) and stitch it onto a tea towel. This would be a meaningful gift for a family member moving away or getting married, a memorable birthday gift, or even a kind sympathy gift for someone who lost a loved one who loved to cook.

3. Custom family home painting

This one feels like a modern heirloom! The artist will paint your home onto a ceramic plate. This would be a beautiful gift for grandparents or loved ones who make their house feel warm and inviting. Also, a lovely anniversary gift for a milestone year!

4. Ceramic travel mug

Get everyone on your list an adorable custom ceramic mug with a little to-go sipper! I could see this as a birthday, bridesmaid, housewarming, or a just-because gift! Very versatile and will certainly be utilized. Pair with a bag of their favorite coffee beans or a tin of matcha.

5. Dust bag

For the fashion-forward, this monogrammed silk dust bag is sure to dazzle. I feel like this would be a thoughtful gift for someone who just got a new job, or a promotion! Just an “I see you, and I am rooting for you, just because!” gift.

6. Custom velvet matchbox

This Etsy shop makes custom velvet and silver-embossed matchboxes. Incredible for the home design savvy who need a little pick-me-up for their new space.

7. Birthstone rings

For a best friend or partner or your mom — this jewelry maker creates custom baguette bands with two birthstones on it. So elegant, simple, yet deeply meaningful.

8. Bag charm

Quite possibly the cutest birthday gift you could receive, this shop allows you to choose any initial and select a variety of colors for a FUN bag charm. One of those things you don’t go out of the way to buy yourself, but if you had it, you would be jingling it down the street with glee.

9. Ceramic letters

This ceramicist makes gorgeous, colorful bubble letters to be mounted on the wall. A whimsical gift for an expectant mother to decorate the nursery with. Or honestly, I just want my initials to mount on the wall for ME! So cute.

10. Monochromatic frame

This shop will frame your favorite memories in an elevated, monochromatic frame. Nothing is a sweeter ingredient for a memorable gift than nostalgia.

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I made you a printable word search for the week ahead!

P.S. The Summer Reading Challenge is officially closed, and winners will be announced soon! Can’t wait to share more about who took home the prize next Monday!

XO Jenna O.

For listening while you word search —

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JOY-SCROLLING:

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Working with brands and businesses helps me make this magazine dream come true! If I do work directly with a brand, I am very picky about it, and I disclose the partnership to you, my readers. A few of the links I included in this article are from ShopMy, which gives a small payment if someone buys a product from a recommendation. This helps fund future creative projects for this publication — thank you!

P.S. Telling my Substack friends before anyone else…new secret Instagram for the upcoming greeting card business is here. I would love to have you join the journey and see some familiar names!