I haven’t walked the winter markets yet, so this is something of a hunch, but if I had to pick a forward-looking word to describe the stationery, boutique gifts and home décor category in 2025, it would be heirloom. But I’m not talking about Grandma’s silver or that century-old Grandfather clock … more often than not, 21st century heirlooms derive their value from far more personal origins and backstories.
It is in that intriguing vein that Tiffany Grimes, founder of Posterity Paper, introduces her Keepsake Card Album. Like so many wonderful creations, it took some time to bring to life as you’ll read below. Regardless, I can’t believe we made it a quarter way through the 21st century without a stylish, secure repository specifically designed for greeting cards, but here we are. Fortunately Tiffany sent me one of these, and it does not disappoint.
From a design perspective, it incorporates the best of old and new. The fabric-wrapped cover for example seems a nod to fine libraries of the past, but its elastic band offers practical, modern utility. The metal label holder on its cover hints at having one for memorable thank you notes and another for birthday cards you just can’t toss. Before you know it, you’ll have an entire shelf of albums at the ready to transport you back in time. Clearly, I had a lot of questions, and Tiffany graciously took them!
SS: What inspired your marvelous Keepsake Card album?
TG: I was raised by my grandmother, a woman who expressed her love through greeting cards. Over the years, I have received countless cards, and when I moved into my first apartment, I wasn’t sure what to do with them. I stored them in an old gift bag in a closet. One morning, while praying before work, I had an idea for an album that would function like a photo album but be designed specifically for my cherished greeting cards. At that time, I was really into scrapbooking, so I envisioned a construction using screw posts, similar to traditional scrapbooks.
SS: How long did it take from conception to getting samples in your hands?
TG: The Keepsake Card Album is a 20-year dream that has gone through many iterations. I first had the idea in 2004, shortly after I graduated from college and began teaching. At the time, I did not know how to create a product, and most of my energy was dedicated to my demanding job, so the concept stayed in my journal. Eight years later, I made the prototype as a stay-at-home mom with young children. Although I developed a better design, I had even less time and money to invest in it, so I set the idea aside again for another decade.
In 2023, my children were older, and I owned a small stationery company. I remembered the card album while brainstorming ideas for my new greeting card release. That summer, I changed the design again and became serious about bringing it to life. I created a second prototype and started searching for a manufacturer. In September 2023, I found a manufacturing partner, and by the following year, I held the final sample in my hands.
SS: You have said that you have faced several challenges during this process, including overthinking, decision fatigue, and fear of failure. I feel like every creative I know struggles with these to some degree, so I have to ask, how did you solder through?
TG: My family and friends knew how long I had been nurturing this idea and the progress I had made. Whenever I faced obstacles and felt like giving up, they reminded me of the reasons I started this journey in the first place. I also read books and listened to podcasts about individuals who created innovative solutions to common problems. I really enjoyed Sara Blakely’s MasterClass on the creation of Spanx. I also relied heavily on my friendships in the stationery industry. These friends offered their opinions, listened to my concerns, and provided virtual shoulders to cry on.
SS: Clearly I have a lot of cards to save, but I am curious, how did you come up with the quantity of 24?
TG: The album is designed to hold up to 24 cards easily, but it can accommodate more depending on the thickness of the cards, the placement of the tabs, and how these factors interact with the diameter of the o-wire ring. You will have more room for flat cards than thicker cards, especially in accordion or booklet formats, and not stacking the tabs all in one spot will allow for more storage.
I have hundreds of cards in my collection, including those I am saving for my children and those I inherited from my grandmother. I saved cards indiscriminately in the past because I didn’t want to throw away anything I regret not holding on to later. However, the Keepsake Card Album has allowed me to store my most cherished cards while keeping them easily accessible, rather than hiding them in a box in the basement or attic.
Whenever I come across my saved cards, I get lost in the fond memories they represent. I hope the Keepsake Card Album will make those moments more readily available.
SS: Is there anything else about this process or product you would like to share with Paper Nerd readers?
TG: This process has taught me that having a great idea doesn’t always mean it’s the right time to pursue it. I spent twelve years as a stay-at-home mom and eventually a homeschooling mom, often referring to that time as my “hidden years.” While it sometimes felt mundane, and I worried that my skills were being wasted, those years offered me unique perspectives and creative opportunities within the safety of my community. My time planning birthday parties, designing Christmas cards, and volunteering has given my work a distinctive viewpoint. Although I had many ideas during that period, it wasn’t the right season to bring them to life.
The version of the Keepsake Card Album that I sell today would not exist without those quiet years of exploration when no one was watching.
So, if you ever feel stuck in your current job or life circumstance — if you know what you want to contribute to the world but things aren’t coming together — remember that this might mean your idea is a long-term dream. Maybe the experiences you have today can indirectly impact that dream later down the line. With time, it could turn out even better than you can imagine.
SS: It seems like the feedback has been universally FRENETIC, as in, how do I get one of these?
TG: The albums are available now on my website. A few retailers and industry experts have kindly agreed to provide feedback on how best to introduce them to wholesale. Since this is a new product, effective packaging and messaging are essential. I aim to have them available in stores in early 2025.
I like Tiffany’s setup here — from it you can buy the album directly, shop her entire range, join her Keepsake Card Album email list, and read Tiffany’s spotlight in Paper Source’s famed blog! While Posterity Paper is on Faire, the albums aren’t available yet — though it looks like Tiffany is getting them into wholesale ASAP!
