Long before Hallmark, humans were in the greeting card business — ancient Egyptians sent well-wishes on papyrus, while the Chinese exchanged New Year messages to ward off evil spirits. But it was the 1840 invention of Britain’s Penny Post, combined with advances in printing, that transformed cards from a luxury into something anyone could afford. Today, whether marking a birthday or acknowledging a difficult loss, a thoughtfully chosen card can express what words alone sometimes can’t. Here are five designers who consistently deliver both visual artistry and emotional resonance:
Em & Friends
Now rebranded from its original name Emily McDowell & Friends, this company has become synonymous with whimsical designs that likely grace the shelves of your favorite shops. Founder Emily McDowell was diagnosed with Stage 3 Hodgkin’s lymphoma at 24, and the loneliness she experienced when friends didn’t know what to say inspired her groundbreaking Empathy Cards line — greeting cards designed to help people connect around illness and loss with honesty rather than platitudes. The collection earned recognition from Slate, which named it one of the top designs making the world a better place.
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Gemma Correll
UK-based illustrator and self-proclaimed “anti-socialite and pug lady” Gemma Correll crafts greeting cards that are bursting with charm. With a playful illustration style and punny wordplay, Correll has you covered for everything from “mo-tea-vation” encouragement to “birthday fishes”. Sweet without being saccharine, her artwork has a warmth and humor that’s guaranteed to brighten anyone’s day.
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Caroline Gardner
For those who prioritise elegance, Caroline Gardner’s designs deliver refined beauty. Her signature style centers playful colour combinations paired with hearts and florals — think festive robins rendered in soft watercolors, or engagement cards where hearts in pink and red shimmer with gold foil detailing. The sophisticated typography and carefully curated palettes give her cards a polished, timeless quality.
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Lil Wabbit
Fresh off a win at the 2025 Henries for the Lynn Tait Most Promising Young Designer award, Lil Wabbit brings warmth to the greeting card world. Founded by Georgi Doig in 2020 after inheriting her grandmother’s art supplies during lockdown, the West Sussex-based business is now run alongside her partner. Georgi and Jai have raised almost £10,000 for StreetVet — which helps pets of people experiencing homelessness — through their card sales, which feature affectionately painted watercolour animals you won’t find elsewhere, including red pandas and orcas.
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That Queer Card
A queer-owned stationery and card brand filling a genuine gap in the market, That Queer Card creates designs that speak directly to LGBTQ+ experiences. From cards celebrating top surgery and coming-out announcements to two carabiners clipped together for anniversaries, the collection acknowledges milestones and inside jokes that mainstream companies have long ignored. With minimalist, colourful designs and messaging that feels authentic and adorable, That Queer Card proves that representation matters, even in something as seemingly small as a greeting card.
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