This month we’re focusing on Louise from Two for Joy Illustration. We’ve just started to stock Louise’s gorgeous greetings cards which are proving popular. The thing I love most about them is many of them are more than just cards, having an activity on the back which is especially great for kids.
To get to know Louise and her business a little bit more, here’s a little interview we did with her :
Tell me a little bit about yourselves.
Hi, I’m Louise. I’m the proud founder, designer, and one-woman band behind this independent greeting card brand, Two For Joy Illustration. From my little studio in Suffolk, I create luxury greeting cards, all on beautiful textured cardstock, incorporating beautiful and thoughtful details into my ranges; from eco-friendly foiling, to shaped cards with UV spot gloss and liquid foil, to beautiful full colour inside-prints, and even a range with cut out activities on the back. Everything is proudly made in the UK.
I am an illustrator with a love for moody colours and playful illustrations, and always my own handwriting.
I’ve got a real passion for postboxes too, there’s something magical about their history and charm, which ties beautifully into the joy of sending cards. In 2024, I took a big step by showcasing my collection at my first trade show PG Live in London, and I then got through to the finals for the Henries Awards 2024 (The Greeting Card Oscars!) and I’m so excited to see what comes next.
How did you get into doing what you’re doing?
My journey here started with a degree in Decorative Arts at Nottingham Trent University, where I explored everything from screenprinting to slipcasting ceramics, 3D printing to glassblowing. Here, I fell in love with surface pattern design, printing my own fabrics - I went on to work as a childrenwear print designer, before joining a giftware company heading up their textiles department. I thought my illustration days were over but the company I worked for actually were major card producers. They asked me if I wanted ‘in’ on the latest card submissions and before I knew it I had a cards in Paperchase and in lots of indie shops all over the UK. Before long I had 200 designs, and most translated into welsh too. I’d continued designing cards, but also transitioned my career into retail buying, working all the trade shows and overseas trips for 7 years, before opting for a a slower pace of life raising my family - ha ha little did I know I would never be so busy!
I started my own card range ‘on the side’ after attending The Ladder Club at 6m pregnant with my son, and then I started developing my own ranges during maternity leave, and its just organically got bigger and bigger!
What does a ‘normal’ day look like?
A normal working day for me is the school run and then sitting down with a coffee, putting the radio on, and tackling my to-do list. I don’t have much time so I lock my phone away to focus. Before long its school pick up again, and I’m back to parenting, but always packing orders or working on something most the evenings.
Biggest achievement to date?
That is a hard one. I think winning Gift of the Year award for my paper craft-kit advent calendar, in 2022 has to be up there. I was against some HUGE household names and just attended the event by myself, expecting it to essentially be a networking event for me. I could not believe I left with the trophy. The advent still sells well today and I’m now designing a range of christmas cards to match it - watch this space!
Hold on - am I meant to say something about my family here? I survived the first year raising twins! Thats a big achievement right?!
Where can we find your cards?
Well of course CHIRPY! But I sell online on Etsy and wholesale on Faire. I have around 30 stockists around the UK.
Favourite card you’ve designed / most popular card design?
My favourite cards I’ve designed are the new CAKE cards - they have literally only just launched this week, but they were just an idea in my head 6 months ago and now they’re here in my hands, shaped retro-inspired card cakes, with UV spot gloss and 3d raised ‘liquid’ foiling; I am really trying hard to ensure my cards have extra luxury details and these make me feel confident about the road ahead.
As they’ve only just launched, at the moment the most popular cards at the moment are the Bookish cards. I have over 46 designs and I’m hoping to get to 100 designs.
Have you seen any changing card trends over the last 12 months?
I think customers really want to know what they are getting for their money. If they’re spending £3+ on a card they need to know the story, the special finishes, is it supporting a small business, is it made in the UK - it has to be worth it. With this in mind, about 18 months ago I started putting an ‘about me’ bio on the back of my cards, with a little photo of me. It reminds us about the human connection, not just from me as an illustrator to the customer, but also the human connection that sending cards is so well known for. I also ensure my cards have something special about them.
Why do you think sending cards is still so important?
Sending cards brings joy - it’s such a lovely feeling knowing that someone has been thinking of you, and also with digital media becoming so overwhelming, getting something in the mail really forces you to stop and think and feel. The fact we can create these feelings for under £5 with a stamp included feels like a real luxury in life.
Best thing about running your own business?
Hands down the flexibility. I always say I am a parent (to three littles) first, and a card publisher second. That’s the truth - and I can work when I want and not work when I dont want! Not having to book annual leave in, only to be rejected, its bliss!
Advice to someone looking to turn their hobby / talent into a business?
Be a sponge. Go and learn. Talk to people in the industry before jumping in with both feet. There is so much good, free advice out there. There is enough room for everyone. Thankfully the card community is super super supportive and friendly.
Plans for the future?
My three main goals for the year ahead are 1. Create more craft kits 2. Create more innovative card ranges such as shaped cards, and 3. Work smarter not harder! I am looking to outsource the card packing so that I can concentrate on growing the ranges and also spending more time with my family.
We’ve loved getting to know Louise a bit more and cant wait to see her new designs and crafts kits. Love the sound of her Advent Calendar too. Come and check out Louise’s designs in Chirpy and follow her on Instagram (she’s very entertaining!) HERE