We are a UK greeting card subscription brand helping people stay prepared for life's important moments. Every quarter, customers receive a curated box of 8 premium cards from real, living independent artists and illustrators. We have approximately 500 active subscribers, have served more than 1,000 customers, growing from a mix of paid social and face to face sign ups.
We are a bootstrapped, founder-led business. Two founders handle everything: growth, artist relationships, fulfilment, and customer service. We are not a big brand with a marketing department. We are two people who have built something real and want to tell that story properly.
We have developed a clear narrative and understand the stories we want to tell. What we need is an experienced PR professional to take that narrative and turn it into meaningful earned media.
The stories we want to tell:
Our brand sits within several genuinely interesting cultural conversations:
- Thoughtfulness in a digital world - physical cards carry a level of effort and emotional intention that digital communication struggles to replicate
- The rise of last-minute living - modern life has become increasingly reactive; people don't forget to care, they forget to plan
- Supporting human creativity in the age of AI - as more content becomes algorithmically distributed, discovering independent artists is getting harder; we provide a platform for emerging illustrators to reach new audiences
- Analogue experiences - why the most meaningful communication is still physical and personal
- The changing greeting card industry - Paperchase's closure, the rise of premium cards, and a gap the high street hasn't filled
We want to move beyond being seen as simply a greeting card subscription. We want to become a recognised voice around thoughtfulness, independent artists, and analogue communication.
What the 90-day pilot looks like:
This is a defined 90-day project, not an open-ended retainer. Success means:
- Multiple pieces of relevant earned media coverage secured
- At least one major national publication placement
- Journalist relationships established that outlast this project
- The Card Boys positioned as a credible voice in conversations around thoughtfulness, creativity, and analogue living
- PR validated as a scalable channel worth investing in further
What we need from you:
- Pressure-test and refine our existing narrative with a journalist's eye
- Build targeted relationships with journalists who cover the themes above - not just gifting desks, but lifestyle, culture, small business, and arts & culture
- Identify and pitch founder commentary opportunities (expert quotes, podcast appearances)
- Secure meaningful earned media - product placement in gift guides is welcome, but we are equally interested in feature coverage and founder story angles
- Help us understand which publications and angles are gaining traction so we can make an informed decision about continuing PR investment
You will be a strong fit if you:
- Have placed founder-led stories or challenger brands in national consumer or lifestyle press
- Have existing relationships at publications covering lifestyle, culture, small business, or the arts - not only gifting desks
- Are comfortable working directly with founders with no intermediary
- Understand what makes a story editorially interesting, not just commercially convenient
- Have run a defined project like this before and can point to clear outcomes
Budget: up to £2,500 for the 90-day pilot scope described above.
Start date: Late July / August 2026.
To apply, please include:
- Two or three examples of earned media placements you have secured for founder-led or challenger consumer brands - publication, brand, and the angle that landed
- The journalists or publications where you have the strongest current relationships relevant to our themes
- Your honest view on which of our narrative angles you think has the most editorial traction right now, and why.
- Your rate and availability from late July