Part of the reason I love greeting cards so is that any innovation typically starts small. One incredible creative with a fresh perspective — probably the most notable example being Emily McDowell — can transform greeting card messaging forever. Thus, a small maker can technically make an cultural impact almost immediately, while that is far more difficult for mid-size and large brands. After all, with so many moving parts, an enormous ship will find it more difficult to change its course than say, a small schooner.
So when a mid-size brand unveils a new collection markedly different from its existing offerings, it’s not just a labor of love but a complex effort requiring months and sometimes even years to generate. That is certainly the case with Biely & Shoaf’s lovely new Luxe Collection.
The Seattle house of cards’ famed artist roster is already filled with top independent artists like Katie Daisy, Louise Mulgrew and Emily Taylor, but their work feels so different printed on a heavyweight textured stock, shrunk down to an A2 format (4.25″ x 5.75″) and presented blank inside. Meanwhile, that frequently neglected yet ultra-important real estate — namely the card back — has also received a glow up.
However, change is never easy, so the creative team at Biely & Shoaf graciously took this nerd’s questions to share how they brought this fabulous sub-brand —currently numbering at 54 counter cards — to glorious life!
SS: What was the thinking behind the Luxe Collection?
Biely & Shoaf Creative Team: One of the exciting things about our new Luxe Collection is that it was developed directly based on feedback from retailers, and ultimately, their customers. Although the Biely & Shoaf collection has expanded quite a lot in the past few years in terms of A6 greeted cards, we continued to get feedback from some retailers who said their customers preferred cards that are blank inside for their own message, and cards that do not have the price printed on the back, so that the recipient does not see how much the card cost.
We found that these requests pointed to a desire for a more elevated, specialty card with premium touches and a refined feel. With that in mind, we moved forward with developing an adjacent Luxe line, printed on 110# felt heavyweight paper, designed to feel truly special from the moment it’s picked up.
SS: How long did the Luxe Collection take to develop?
Biely & Shoaf Creative Team: We have a small, high-energy art team, and once we committed to the idea, we moved fast. The collection came together in just six months. We were helped a little by drawing on best-selling artwork from our A6 collection for some of the cards, but most were created fresh for this line with new artwork from our wonderful artists.
SS: In my opinion, shrinking down the size often increases emotional impact. I would love to get your thoughts on that, as well as how else you think the new format elevates Biely & Shoaf artistry?
Biely & Shoaf Creative Team: Absolutely. Your assessment feels spot-on. It’s interesting how our new A2 format is only 0.25” by 0.75” inches smaller than our A6 cards, and yet that small variance does create a degree of intimacy that really resonates, and as you point out, heightens emotional impact. Internally, we now have lively debates about whether a particular design is better suited for the A6 size or A2 size. Our artists also now approach the smaller canvas with a different set of eyes as well, seeing new possibilities in the smaller format. We’d imagine many people would think we’re crazy if they heard our internal discussions regarding why a certain design is better suited for one size versus the other, but it’s the little details that matter. That said, we’re happy to be able to point out that the two sizes merchandise beautifully together, so at the end of the day, that are not that different from one another. Additionally, we found certain designs lend themselves well to either size and not surprisingly, those are often best sellers.
SS: Just like the Biely & Shoaf Collection, this range is strengthened by the diversity of artist styles on your roster. What kind of feedback have you heard so far from retailers? Any consumer feedback yet?
Biely & Shoaf Creative Team: The response has been excellent. It has been especially rewarding to see many of the retailers who requested this line begin stocking it right away. The line has only been available for six weeks, but in that time the collection has already attracted both returning retailers placing Luxe-specific orders and new retailers adopting the line. However, most of what we’ve seen is retailers merchandising the blank A2 luxe cards with our greeting A6 cards, which supports our theory that the luxe format serves customers who want that elevated experience and the freedom to write a personalized message. As the line reaches more shelves, we’re eager to hear consumer feedback and hope it mirrors the enthusiasm we’ve seen from retailers.
SS: How often will the range be updated? Are there any new plans you can provide a hint of?
Biely & Shoaf Creative Team: We typically like to launch new designs in January and add to the collection in the summer. We plan to double the size of the luxe collection over the next twelve months, likely through two additional launches.
SS: Is there anything else you want to share with us paper nerds?
Biely & Shoaf Creative Team: Launching the Luxe Collection reinforced something we believe deeply: Listening to your customers really matters. What we consistently heard from retailers is that cards that offer distinguishing, elevated qualities help draw shoppers to their stores. All those carefully considered details including the artwork, design, gold foil accents, paper weight, texture, and other little touches come together to create a greeting card that feels personal and cherished. It’s the kind of card that is a delight to send and a treasure to receive.
I could not agree more! Thank you Biely & Shoaf for taking my questions — and putting all this beauty into the world. Nerds in the wild, start your Luxe shop here — and if you are a retailer wanting to introduce this fabulous range to your clientele, the Biely & Shoaf Top Shop is open 24/7 on Faire.
