Publishers with purpose ramp up mindful effects of greetings industry
Greeting cards make people happy, that’s an established fact – and there are publishers who are ramping up the power of these simple folded bits of paper way beyond expectations.
At PG Live, which kicks off tomorrow, 4 June, for the two-day extravaganza of the best the greetings world has to offer, you can discover just a few of these companies that are offering something extra, such as saving the planet, helping mental health, reaching out to marginalised communities.
HomeLess Made, on stand 608, came out of the pandemic when London’s Baron’s Court Project kept its doors open to support low-income, homeless, and vulnerable people with mental health issues, who are able to use the facilities for necessities such as hot showers, laundry, internet and meal provision.
BCP director Michael Angus said they had welcomed guests in to use art as therapy and an outlet for mental health balance during the lockdowns, and in four years HomeLess Made has grown from ordering 500 cards to sell online, through market stalls to bona fide full-on trade fairs like PG Live.
“We empowered the artists,” Michael said, “and encouraged the paintings to be turned into greeting cards. Our flagship piece is The Tree Of Life by artist Guan Chow who used his homelessness experience to create a colourful masterpiece to signify hope.
“We have a vision of becoming a global brand, inspiring people to reduce homelessness. Our six artists have unique homelessness stories and paint with feeling and emotion, to bring joy and purpose to their lives, and others.”
Mental health is also at the heart of new brand Brilliantly Brave on stand 7, where founders Stuart Cox and Jean Pryde are using the cards he draws and designs to fund courses at the mental health training and coaching service Green Ribbons which she founded in their home area of Moray.
Having launched at the start of the year with four ranges, Stuart has expanded that to nine with five being released at PG Live, and all celebrate diversity, promote mental wellbeing and directly fund community mental health initiatives.
“By donating 100% of our profits to provide free mental health training, coaching, and peer support, we’re turning every thoughtful message sent into a powerful investment in individual and community resilience,” Stuart explained.
“We channel all of our profits into providing free mental-health training, counselling and peer support in the community. Every uplifting card purchased directly funds vital, but under and unfunded wellbeing initiatives, creating a ripple effect of care at a time when the public purse is stretched to breaking point.”
And his commitment to the cause is such that Stuart, also the creative genius behind the I Like Birds brand, has now given up his day job to concentrate on cards, while taking no income from Brilliantly Brave.
He added: “Whether you give or receive our cards we hope they give people a lift and in doing so they’re funding tangible mental health and wellbeing training and support in the community. We think that’s a win/win!”
Software engineer Shubheksha identifies as “a queer neurodivergent woman of colour based out of London” and has battled mental health struggles all her life so, by setting up Fluffmallow, stand 601, her aim is to raise awareness to make it easier for other people to get the help they need.
She even runs the Not Okay Club on the website for people to “talk about mental health, being neurodivergent, thoughts, feelings, fucking around and finding out as a mostly clueless adult”.
Shubheksha added: “People like me march to the beat of our own internal full percussion section,” she said, “and we’re quietly proud of it. I want to help them feel seen, heard and valued for who they are.
“I founded Fluffmallow to help empower people like me – always on the outer edges, scared to use my voice, forever feeling like I don’t fit in. I’ve always felt like a kawaii croissant trying to fit into a standard muffin tin hole!”
Fluffmallow’s mission is to empower people from marginalised groups and celebrate how amazing they are through original pins, stickers, notepads, bookmarks, patches, and greeting cards, that say it like it is.
At Mind Over Letter on stand 805, the social enterprise focuses on putting communication tools back into the hands of those who need it most, crafting designs that help those facing mental and physical challenges to communicate.
Launched this year by a writer and director in the arts following their own struggles with illness and anxiety, one of Mind Over Letter’s key objectives is to support both emerging and established artists as well as giving back by raising funds for causes related to the mental health community
The founder said: “Often, expressing complex thoughts and feelings is difficult, leaving many feeling isolated. Yet, these experiences are more common than we think. Our mission is to provide a light-hearted, creative outlet to voice the unspoken.
“Our greeting cards transform tough emotions into relatable illustrations, bridging gaps and creating connections. They’re more than just cards – they’re a shared expression for everyone.”
The mission at Hands & Hearts on stand 745 is to make the world a more positive place by harnessing the power everyone has to inspire others by what is said to them and done for them.
Founders Alex and Anna Ebdon said: “That comes to life in what we create. Greetings cards and gifts that give people the lift they need at just the right time. Not just the milestone moments in life like birthdays and Christmas. But also, and perhaps more importantly, those little moments when we can spread some positivity to those close to us.”
At Washed Up Cards on stand 9, founder Flora Blathwayt has saving the planet on her mind one small piece of plastic at a time.
Her sustainable greeting cards are decorated with plastic washed up on riverbanks and beaches around the UK, aiming to help “spread a message of care for the planet we live on”.
Fiona also runs beach cleans and creative workshops to help people connect with nature, improve mental wellbeing all while tackling the plastic crisis with hope.
There are many other publishers with purpose at PG Live, so do take the time to chat at the show, which runs tomorrow and Wednesday, 4-5 June, at London’s Business Design Centre, and find out just what makes the exhibitors tick.
