We wanted to send birthday cards to our friends and families, but we’re not organized or responsible enough to know when they are. We decided that once a year, we’d write and send birthday cards to everyone we knew. No, they wouldn’t be arriving at the right time, but they would be a good surprise.

That made us think about other card giving occasions. We had little confidence in exactly when to send them and what to say. Better safe than sorry, we started making cards for all sorts of milestones and celebrations. Many of them weren’t previously card sending occasions at all; we’re glad to expand the market.