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<p>Recently I hosted Wolf &; Wren Press&#8217; Lauren and Liz, who just won the Louie Award for the Card of the Year. But there are actually <em>two</em> divisions of Card of the Year, $5.50 and above and $5.50 and below. Wolf &; Wren took the below slot, while ⁠<a href="https://uwpluxe.com/" target="_blank" rel="noreferrer noopener">UWP Luxe</a>⁠ took the above $5.50 slot with their fabulous tea-themed birthday creation that must be experienced in life to be fully appreciated.*</p>



<figure class="wp-block-image size-large"><img src="https://thepapernerd.com/wp-content/uploads/2026/01/DAL048TeaBag-1-1563x1024.avif" alt="" class="wp-image-10020417"/><figcaption class="wp-element-caption"><em>UWP Luxe&#8217;s Louie-Award winning Card of the Year in the above $5.50 category is not just a wonder to behold — it&#8217;s a true (and unexpected) joy to receive. </em></figcaption></figure>



<p>That&#8217;s because UWP Luxe is a pop-up card company, and while this market has gotten more crowded of late, UWP Luxe — as well as its sister companies Up With Paper and Jumping Jack Press — consistently takes a cutting-edge approach to not just stationery, but the entire pop up category as well.</p>



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<figure class="wp-block-image size-large"><img data-id="10020419" src="https://thepapernerd.com/wp-content/uploads/2026/01/IMG_3992-1365x1024.jpg" alt="" class="wp-image-10020419"/></figure>



<figure class="wp-block-image size-large"><img data-id="10020420" src="https://thepapernerd.com/wp-content/uploads/2026/01/IMG_3997-768x1024.jpg" alt="" class="wp-image-10020420"/></figure>
<figcaption class="blocks-gallery-caption wp-element-caption"><em>Monika also chaired the Louie Awards in 2013, the program&#8217;s 25th anniversary. Her extraordinary paper-cut entry way featured every entrant&#8217;s name laser-cut on the wings (what else?) of a paper airplane!</em></figcaption></figure>



<p>Pop-ups take the expected and turn it on its ear, and my guests Monika Brandrup, EVP and Creative Director, UWP and UWP Luxe, and George White, who was president at Up With Paper for many years but is now CEO of its parent company, CM Paula, discuss the evolution of their brands and the category as a whole. How exactly does this brand put the ship in the bottle, over and over in different formats, with extraordinary results every last time?</p><div class="inline-post clearfix"><div class="see-also byline">See also</div><div id="block-wrap-43617" class="block-wrap-native block-wrap block-wrap-23 block-css-43617 block-wrap-classic columns__m--1 elements-design-3 block-ani block-skin-0 tipi-box block-wrap-thumbnail ppl-m-1 clearfix" data-id="43617" data-base="0"><div class="tipi-row-inner-style clearfix"><div class="tipi-row-inner-box contents sticky--wrap"><div class="block block-23 clearfix"><article class="tipi-xs-12 clearfix with-fi ani-base tipi-xs-typo split-1 split-design-1 loop-0 preview-thumbnail preview-23 elements-design-3 post-10017356 post type-post status-publish format-standard has-post-thumbnail hentry category-favorites category-meet-the-maker tag-2021-co tag-a-smyth-co-3 tag-biely-shoaf tag-design tag-greeting-cards tag-katie-daisy tag-kenzie-kae-elston tag-lisa-jane-smith tag-louise-mulgrew tag-misha-zadeh tag-olika tag-sarah-schwartz tag-shannon-martin tag-stationery tag-stationery-blog tag-stationery-design tag-stationery-designer tag-thank-you-stationery" style="--animation-order:0"><div class="preview-mini-wrap clearfix"><div class="mask"><a href="https://thepapernerd.com/behind-the-card-kenzie-kae-elston/" class="mask-img"><img width="100" height="100" src="https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=100%2C100&;ssl=1" class="attachment-thumbnail size-thumbnail wp-post-image" alt="" srcset="https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=100%2C100&;ssl=1 100w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=120%2C120&;ssl=1 120w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=275%2C275&;ssl=1 275w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=372%2C372&;ssl=1 372w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=567%2C567&;ssl=1 567w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=882%2C882&;ssl=1 882w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=24%2C24&;ssl=1 24w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=48%2C48&;ssl=1 48w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=96%2C96&;ssl=1 96w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=150%2C150&;ssl=1 150w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=300%2C300&;ssl=1 300w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?resize=50%2C50&;ssl=1 50w, https://i0.wp.com/thepapernerd.com/wp-content/uploads/2024/12/Kenzie-Kae-Elston-Styled-Shot-1200-PX-Wide.jpg?zoom=2&;resize=100%2C100&;ssl=1 200w" sizes="(max-width: 100px) 100vw, 100px" /></a></div><div class="meta"><div class="byline byline-2 byline-cats-design-4"><div class="byline-part cats"><a href="https://thepapernerd.com/category/favorites/" style="color:#b79b0d" class="cat">Favorites</a><a href="https://thepapernerd.com/category/meet-the-maker/" style="color:#b79b0d" class="cat">Meet The Maker</a></div></div><div class="title-wrap"><h3 class="title"><a href="https://thepapernerd.com/behind-the-card-kenzie-kae-elston/">Behind the Card: Kenzie Kae Elston</a></h3></div><div class="byline byline-3"><span class="byline-part date"><i class="tipi-i-calendar" aria-hidden="true"></i> <time class="entry-date published dateCreated flipboard-date" datetime="2024-12-05T19:48:32+00:00">December 5, 2024</time></span><span class="byline-part likes-count"><a href="#" class="tipi-like-count " data-pid="10017356"><span class="likes-heart"><i class="tipi-i-heart-o" aria-hidden="true"></i><i class="tipi-i-heart" aria-hidden="true"></i></span><span class="tipi-value">0</span></a></span></div></div></div></article></div></div></div></div></div></tipimidc>



<figure class="wp-block-image size-large"><img src="https://thepapernerd.com/wp-content/uploads/2026/01/DAL050LaptopCat-1365x1024.avif" alt="" class="wp-image-10020425"/><figcaption class="wp-element-caption"><em>Laptop Cat took Louie Award honors in the Birthday &#8211; Humorous &#8211; Above $5.50 category. </em></figcaption></figure>



<p></p>



<p>*Please note: The Louie Award for Card of the Year was NOT a cat-a-rific birthday card as I state in my podcast intro — I jumbled UWP Luxe&#8217;s Card of the Year with one of its other FIVE Louie Award winners. Laptop Cat is shown above. Such are the paper nerd problems caused by this prolific, award-winning brand!</p>



<figure class="wp-block-image size-large"><img src="https://thepapernerd.com/wp-content/uploads/2026/01/AL117SnowGlobe-1326x1024.avif" alt="" class="wp-image-10020422"/><figcaption class="wp-element-caption"><em>This exquisite shadowbox creation also took Louie honors in the Christmas/Seasonal &#8211; General &#8211; Above $5.50 category.</em></figcaption></figure>

Monika + George of UWP Luxe
