Cardtorial Blog


Thanks for visiting the blog! A little about us: our story started with a single wooden card. Entering our sixth year of business, our small business has grown from a one-woman operation into a team of six creative and strong women.

More about us


Meet the Team: Maddy!

Throughout the next month, we'll be introducing you to the faces behind Cardtorial. Being a small, handmade business means that when you scroll through our feed, open up a package sent from our studio, or email with a customer service question, you’re interacting with one of the six of us. We thought it's high time we introduce ourselves to all you lovely people! Get to know Maddy, our Customer Service + Marketing Manager! 



+ How long have you been at Cardtorial?
Almost a year now — I joined the team last autumn!

+ Favorite part of your day-to-day?
I manage all of our social media accounts, and interacting with our followers on Instagram is definitely my favorite part of each day. I love all of it: seeing you guys tag us in product photos, sending messages back and forth with the amazing friends we’ve made on Instagram, and posting Stories all the time to keep everyone updated on the cool new stuff we’re doing. We have a lot of fun here in our studio and it’s always exciting for me to let our amazing followers in on those not-so-hidden ‘secrets’, like product sneak peeks, behind the scenes, and team bonding.

I also love writing the Cardtorial blog! My background is in journalism, and brainstorming, writing, and sharing the content here on our blog is definitely a favorite aspect of my job.

+ What do you feel is the most rewarding part of your job?
You would be hard pressed to find a team as supportive, kindhearted, and talented as the women of Cardtorial. Coming to work every day in that sort of environment is something really special.

I have also been thrilled to work on some socially-conscious projects since joining the team, including our International Women’s Day campaign to benefit Planned Parenthood and our ACLU-donation matching campaign, more recently. These projects have meant a ton to me, personally, and it’s been incredibly rewarding to work for a business and a boss that encourage us to lean into what we’re passionate about. There is so much freedom to grow, explore, and develop our skills and interests here at Cardtorial, which I am incredibly grateful for.

+ All-time favorite Cardtorial product?
Ahhh, this is a hard one! I’m stuck between our Carry Your Heart Keepsake Box (so beautiful and timeless) and our You’re a Catch card (so cute and fun).

+ Favorite place in LA to get some work done (besides the Cardtorial studio)?
Eightfold Coffee in Echo Park! They have the best oat milk lattes, friendly vibes, and a wall of constantly changing art books and zines extensive enough to cure any case of writer’s block.


Meet the Team: Kristin!

Throughout the next month, we'll be introducing you to the faces behind Cardtorial. Being a small, handmade business means that when you scroll through our feed, open up a package sent from our studio, or email with a customer service question, you’re interacting with one of the six of us. We thought it's high time we introduce ourselves to all you lovely people! Today, it's time to meet Kristin, Cardtorial's Wholesale Manager + Photographer! 



+ How long have you been at Cardtorial?

I started in November 2015! It'll be three years just after Thanksgiving. It's been so interesting and inspiring seeing the studio grow over the years!


+ When did you start taking photos? What does photography bring to your life & how does taking a photo make you feel?

My grandmother on my dad's side was an artist (mainly painting), and my parents were very encouraging of a creative environment! I started taking pictures pretty early on; I think my parents got me a crappy little 35mm film camera when I was 8 and I loved to snap photos of life around me. I brought it to the San Diego Zoo when we went one summer and snapped photos of the pandas, and felt like a Wildlife Photographer.


I took a Darkroom Photography class my junior year of high school and "borrowed" (and still haven't returned; sorry Mom) my mom's film SLR camera. (Photo below) I still use it today!



That's when I really started getting into it. My photo teacher could tell that I had a passion and an eye for this, and made sure to foster a creative environment, investing in materials to use and teaching my best friend Tiina and me new shooting and developing techniques. For the rest of our time in high school, Tiina and I spent most weekends exploring LA and documenting the experience. We basically always had a camera on us.

I definitely feel really "in my element" when shooting! It's fun setting up a photoshoot, and seeing all of our prep work come together in that moment. It's extra satisfying going through the photos and editing them – I love a good "before" & "after" moment.

I think that photography has really made me a more thoughtful person, and look at the world in a different way. Sometimes a setup can look so beautiful in "real life," but the magic doesn't translate through the lens, and figuring out how to make things work in that way is rewarding when you're able to get it right. It's also taught me to find the beauty in moments that other people may not find beautiful! For example, this photo ended up pretty cute:



But you also don't see what goes into that photograph – a string of twinkle lights taped to a backdrop, the ornaments precariously taped together, and Maddy's (our Marketing Manager) hand cramp from that pose.


+ What’s your favorite part of working on wholesale?

Interacting with the wholesalers! I think it's so interesting to see what trends they're looking for, hearing how excited they are about our products, and learning more about their stores. I recently started attending wholesale shows to represent Cardtorial, and it's been an even more exciting experience for me. I get to travel for work to another city I love, and meet face-to-face with wholesale clients and potential new stores. It's really gratifying to hear from people in "real life" how much they love our products.


+ How do you feel seeing Cardtorial in the wild at our retailers?

I love it! I remember when I first started at Cardtorial and helping pack wholesale orders, I was hanging out in Venice Beach with some friends, walking down Abbot Kinney Blvd. I saw our wedding albums in the window at Urbanic! It was such an awesome feeling – I had bound those albums the week before, and now saw them displayed proudly in a beautiful store.

I still get a little "rush" when I see a product at a store – I love swinging by shops and pointing out greeting cards or journals to people I'm with, or getting photos from friends and family!


+ What’s your favorite office snack?

Peanut butter filled pretzels from Trader Joe's!


+ All time favorite Cardtorial product?

I've narrowed it down to two:

1) XOXO Heart Card. It seems so simple, but it's so cute and so versatile – you can give it to friends or family, use it as a thank you card...it's just so cute and fun.

2) We work with a vegetarian restaurant in Chicago called Bad Hunter (it looks so delicious!) and created fully custom check presenters for them:

I think they're so beautiful and unique, and I love their artwork! It's super fun working on custom projects for customers; bringing their artwork to life is such a satisfying experience. These were especially fun because they're so different from products we've created in the past.

+ What's your perfect day off?

Starting off waking up late, obviously – I'm trying to become more of a morning person, but it's an uphill battle.

Then, going on a hike with my boyfriend and our dog, Penny! We love hiking through Malibu, especially the trail that leads to a waterfall (when there's been enough rain, at least). And Penny loves chasing lizards along the way.



Meet the Team: Yvonne!

Throughout the next month, we'll be introducing you to the faces behind Cardtorial. Being a small, handmade business means that when you scroll through our feed, open up a package sent from our studio, or email with a customer service question, you’re interacting with one of the six of us! We thought it's high time we introduce ourselves to all you lovely people! Today, get to know Yvonne, Cardtorial's Founder, a little bit better.




+ Where did Cardtorial begin?

I started Cardtorial seven years ago after quitting my job in finance. After a few years in a corporate environment, I felt super stifled. The first few years of Cardtorial were all-consuming as I played the role of product designer, laser operator, salesperson, customer service rep, packer, shipper, and accountant.

+ Why do you do what you do?

Looking at the big picture, I want to leave the world a brighter place. How do I do that? I’m not quite sure — some of my personal and professional goals are different, but ultimately they all serve that same purpose. I am very passionate about some things (and not so much about other things), which makes it pretty obvious what I should be doing and working on. I truly believe that doing what you actually want to be doing, and not just what you think you should be doing, is the key to letting out a person’s inner light. I also feel that finding and listening to one's inner voice can be hard in a lot of societies / communities. Sometimes you wonder if you're the crazy one. I hope staying true to myself is a good start in remedying that mentality.

+ What brings you joy at work? In your personal life?

At work, it’s all about seeing the amazing work that my team can do and knowing how special it is. It brings me joy to feel that I am creating a good environment for the people I care about to thrive, learn, and grow in their roles.

In my personal life, my favorite thing to do is learn and have fun. I love the feeling of a revelation, of suddenly understanding something that's been there all along. Being curious and being inspired  those are the best feelings in the world.

+ What has it been like to see Cardtorial grow as a business?

It’s fun to see the growth, but overall, I’ve always been much more focused on the day-to-day of the business. If it’s a great place to work, that’s a pretty amazing thing. That being said, it is very cool to look at something we did a few years ago, and see how much we’ve grown in a specific way. Working with our photographer, for example, to see how the photos we’ve been taking have gotten even better and to see her confidence in organizing and running photoshoots grow is really gratifying. Those specific places and pieces of growth for the business are what I like to look at — maybe because they feel incredibly tangible.

Over the past few years, there has been so much growth in the business, in my personal life, and in the abilities of our team. All of that comes together beautifully. Hopefully it just continues to get better and better. Yew!

© 2019 cardtorial

blog by H+H