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Greeting Cards and the Louie Awards
I’ve always enjoyed giving someone a hand-written, personalized greeting card rather than a disappointing “HBD” on someone’s timeline (Seriously? They can’t write it out?). In the last few years, we’ve seen a change in the greeting card business and it’s all thanks to millennials and Gen Z’ers. You would think digital, tech savvy folks would stick with texts or DMs to send a birthday message or condolence, but they don’t. And I’m one of them. I love finding chic, smart, and unique cards that remind me of my loved ones.
This year, I learned about the Louie Awards – an annual awards program by the Greeting Cards Association honoring the best cards in the industry in various categories for over 30 years. It’s known as the “Oscars of the greeting card industry.” For those who appreciate when art, writing, and design come together and the sentiments it evokes, this is for us!
Many of the finalists are small businesses. We at Barnes & Noble recognize the importance of supporting them and understand the decision to carry greeting cards from independent makers initiates an entire cycle of success for businesses across the country. From the small, family-owned print shop that prints the cards, to the company that produces the envelopes, to a non-profit organization providing employment opportunities for disabled individuals to assemble and inspect the products ensuring they are ready for retail. Wow! It really does take a village. I’m ecstatic to see the evolution of witty and original designs with meaningful messages for all of life’s noteworthy moments. Here are some of those finalists!
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Who ever said besties can’t work together? Longtime friends Emily & Nicole had a vision to bring inspirational, motivational and uplifting designs & messages to their community. Nicole comes up with ideas and takes care of the business side of things while Emily draws all the designs. Together they bring the 2021 Co. vision to life with greeting cards like this romantically adorable one, a finalist in the Romantic Occasions category. Is there really anything more to say? Even the little sprinkles say “you” on them.
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The Biely & Shoaf collection consists of trend-forward, multi-artist line of greeting cards designed by some of the most talented people in the industry, such as distinguished writer-artist Morgan Harper Nichols and designer Misha Zadeh. Morgan’s inspirational words of self-love, reflection and celebration of life won Writer of the Year while Misha’s designs inspired by her Iranian-American background earned a nomination in the Sympathy category.
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If you’re looking for a greeting card that is unapologetically feminist & edgy, Twentysome Design is the one! As a women-led stationery and gift brand, their goal is to destigmatize and encourage positive discussions on feminist issues with eccentric & inspiring handwritten designs. They give a voice to their collective feminist ideas and allow people to feel seen – all with clever wit and a smile. No wonder this funny card earned them a nomination in the Humorous Friendship & Encouragement category. Yep, we all have that friend.
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I was extremely excited to see Black Joy Paper earn a nomination with this Plant Queen Birthday Card designed by Chicago-based artist Lauren-Ashley Barnes. Not only do they value diversity, individual expression, and compassion, but Black Joy Paper is a Black female-owned business helping to normalize the representation of Black artists in the stationery industry. The use of bold colors and whimsical patterns in Lauren-Ashley’s art is so inspiring. We loved her Black History 365 design so much we used it to commemorate Black Authors/Black Voices and Juneteenth throughout our stores and online. Bonus! Check out the Black History 365 Gift Collection here.
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Another finalist I was thrilled to see was this adorable New Baby Greeting Card by Elum Designs that earned a nomination in the Congratulations / Special Occasion category. In my past life as an Assistant Buyer, I always loved Elum’s gift products. They were innovative with unique, contemporary designs and their greeting cards are no different. Gold foil, soy-based inks, and 100% rag paper ensure their stationery is one of a kind.
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Now here’s something I haven’t seen before. Have you ever received a card from a loved one and felt guilty throwing out the wasted paper envelope? Seedlings, a family-owned business, has come up with a clever resourceful solve for that with envelopes made of plantable seed paper, a biodegradable eco-paper that is made with post-consumer materials and embedded with seeds. It’s made up of 100% non-invasive wildflower seeds and can be easily planted. It’s no surprise they won Card of the Year for this Sympathy card – to quote them, “We hope this card reminds you that grief is a journey and that you are always supported.”