Spring 2022 - 96

ONE LAST THING
Meet the Maker
A Penchant
for Words
Cardthartic
connects people to
emotions through its
expressive, meaningful
greeting cards
BY DEBBIE EISELE
Managing Editor
Jodee Stevens, founder and chief creative, has created deep bonds with her
Cardie Community, especially Oma Hannlis.
a time when Stevens was writing
intensely and emotionally -sharing
memories and wishes for her father
who was dying. One evening Stevens
remembered thinking: " What a
cardthartic experience! " That phrase
made her laugh at what her " Midwest
farmer father " would think of the
word she just created.
After her father's passing, Stevens
recalled
receiving
a
lot
of
cards
I
n 1992, Jodee Stevens created
Cardthartic, a greeting card
company that is " dedicated to
honoring emotions. " Stevens, founder
and chief creative, launched the
business to fill what she considered
a void in the industry. " I wanted
deeper and more meaningful cards
that carried messages that sounded
more authentic, and there were just
not a lot to be found, " she explained.
The company's name stems from
a play on the word cathartic - it
was an idea that was born during
96 SPRING 2022 GIFT SHOP® PLUS
offering personal messages that were
heartfelt and impactful. The personal
missives she received conveyed more
meaningful emotions and sentiments
than the actual cards. With her
extensive background in marketing
and a belief that she could create cards
with a real connection, she began her
journey of sharing real-life messages.
CREATIVE PROCESS
" Cardthartic is staffed by a very
lean, tight-knit team. We respect and
rely on each other, and we truly enjoy
each other, " she said. The team's
collaborative efforts are inspired by
" simple truths people say to each
other every day. "
Stevens said that the creative
process is based on synchronicity.
" While we're very disciplined about
releasing new products each January,
May and September, those roughly 150
new designs come to be because I am
happily at the right place at the right
time, " she explained.
She mentioned she has a " gift " that
enables her to notice the amazing
things people say to each other and she
takes " pride and pleasure " in asking
people if she can share the amazing
words or phrases she has heard.
Approximately 60% of Cardthartic's
cards begin with a message, which
is then paired with an image or
illustration. More than half of
Cardthartic's 930 active designs were
written by Stevens and the remainder
of its designs were developed by its
cardies, a term Cardthartic developed
to identify its consumers. Eleven of
the top 20 designs were written by its
cardies and Stevens shared that it is
" cardsourcing at its finest. "
Cardthartic's website is a hub for
its Cardie Community, and it is one
method consumers engage with the
Cardthartic team. Twice per week,
Cardthartic sends 6,000 newsletters to
its cardies to foster deeper connections
with its followers.
All photos courtesy
of Cardthartic.
Spring 2022

Table of Contents for the Digital Edition of Spring 2022
