Greetings cards have always been about words as well as images. My business name, Petimo, is actually derived from the french “petit mot” which means a little word or note! I chose it because a greeting card is a way of sending special little messages which mean a lot to people.
The editorial tone of greetings cards is always evolving to meet customers where they are. In my early days of working in this industry in the 1990s, Woodmansterne’s square art cards had revolutionised the market. Word-free cards were at the forefront. Back then, when customers asked for cards with words they usually wanted a verse inside so I’d direct them to a more traditional card shop. As time has passed though, I’ve found that words have become increasingly important in our design-led shop too. This time around, they’re simpler and less schmaltzy but no less heartfelt.
The editorial tone of greeting cards has always had to evolve to meet the changing needs and values of consumers. By embracing authenticity, simplicity and honesty, words and sentiments cards continue to play a vital role in how we connect with one another. I’m always working to be at the forefront of this evolution, offering messages that are relevant today but also timeless.
My ‘Little Notes’ range has been a great success since it was first launched early this year. In my shop, I’m uniquely positioned to get constant feedback from customers on what phrases and sentiments are most appealing. That feeds directly into the wording I come up with and I think that’s why Little Notes has really hit the mark. The design is deliberately simple and contemporary so the message takes centre stage on the front of the card still leaving room for a handwritten message inside. I like to think that the words I’ve chosen for the front of the card help the customer figure out what they want to say. Hopefully that inspires them to write more inside. The tone is deliberately conversational, person to person. Each message is short and sweet but with really heartfelt wording that just feels right.
The wife design is a particular best seller. The tone is warm and intimate, making the recipient feel cherished and valued. It’s straightforward and clear, avoiding overly flowery language, which I think makes it accessible to men and adds to its genuine and authentic feel. The focus is on the emotional bond—emphasizing that she’s not just a wife, she’s a soulmate and best friend. This creates a strong sense of connection and love and I like to think it’s a card to be treasured for years to come. Which, after all, is really what greetings cards are all about!
Sophie x
