“The chance to launch a new brand from the ground up was exciting, especially knowing that I would be working alongside an amazing team of women writers, designers, and mentors who are passionate about creating connection through cards.”

– Ashley Akin

With Ashley Akin’s enthusiasm for building Willow & Ivy Press from its inception clearly evident, we look into her insights on how the brand is shaping its unique identity in the greeting card market. In the following interview, Ashley discusses the mission behind Willow & Ivy Press, the challenges faced, and the creative strategies that guide their approach. Read on to discover how this innovative team is crafting cards that not only stand out but also connect people in meaningful ways.

SM: What drew you to Willow & Ivy Press, and how does your role as Head of Business Development shape the company’s vision and growth?

AA: When the opportunity arose to join Willow & Ivy Press and build a strategy behind our launch, I was in. I love our cards (from the paper, design, and embellishments) and the many people who bring our cards to life. The chance to launch a new brand from the ground up was exciting, especially knowing that I would be working alongside an amazing team of women writers, designers, and mentors who are passionate about creating connection through cards. As Head of Business Development, I help build the strategy behind our vision for growth. I focus on product expansion plans, brand building as well as partnerships with retailers. I am excited to see Willow & Ivy Press cards out in the world, and I hope we can continue to inspire our senders with cards that make connecting with friends and family a little easier. 

SM: Can you describe the mission behind Willow & Ivy Press and how the brand differentiates itself in the greeting card market?

AA: Our mission at Willow & Ivy Press is as focused and fun as it sounds – to make stylishly cool cards that keep people close and connected. Willow & Ivy Press cards are boutique-sized, with round edges, premium paper, and beautiful embellishments (die-cut, emboss, glitter – we have it all). We wanted Willow & Ivy Press cards to enhance the beautiful imagery our artists created while still offering something new and fun in each card. The champagne gold envelopes tie the collection together, so while each card feels distinct, Willow & Ivy Press still has a unified look and feel to both our card buyers and retailers. Quality and accessibility with price were central to our design decisions and our brand in the greeting card market. 

SM: What are some of the key milestones or achievements Willow & Ivy Press has accomplished since its inception?

AA: Launching Willow & Ivy Press on June 3^rd was a huge milestone for our team. It was a long journey from initial product development to production to launch, and I am so proud of how we made our dreams a reality. We also recently had our first show with one of our Rep Agencies. Seeing our space in the showroom come to life was a surreal experience, and I am so excited for our product to be in the hands of our customers. We are just getting started with hopefully many more milestones along our journey. 

SM: How do you and your team balance creativity with business objectives to ensure that the cards remain both playful and commercially successful?

AA: The balance between creativity and how designs and messages will resonate with our senders is always something we consider in our design process. On the creative side, we encourage our designers to explore new ideas and trends, ensuring we remain playful with our product range. On the business side, we incorporate both feedback and data in our decision-making process to ensure we are providing products our customers and senders love. It’s a bit of an art and a science, and takes some trial and error. Regardless, we always try fun and creativity at the forefront of the process. 

SM: Can you share any memorable feedback or stories from customers that illustrate the impact of your cards?

AA: Every piece of feedback we receive from our store owners and senders is so exciting. I especially love the surprising moments of connection we stumble upon. We had one customer who owned a store that focused on a specific dog breed which we had on one of our cards. She loved the card, and I was so excited that we could learn about and contribute to her passion. Willow & Ivy Press is all about creating connections, and when our customers are excited, we are excited! 

SM: How does Willow & Ivy Press incorporate sustainability into its production process, and why is this important to the brand?

AA: One may be surprised to learn that Willow & Ivy Press is a division of Leanin’ Tree, a long-standing greeting card company that has been a part of the Boulder community in Colorado for many years. Like Leanin’ Tree, our commitment to sustainable printing practices is representative of our care for our environment and community. We strive to be good corporate citizens by adhering to all city and state manufacturing best practices by using paper from sustainably managed forests and soy-based inks. We are a certified green printer with a commitment to managing and handling our manufacturing materials responsibly. While Willow & Ivy Press cards may look and feel different from the Leanin’ Tree, it was important for us to continue the legacy of sustainability that Leanin’ Tree fosters.

SM: What role does your all-female team play in curating and designing the greeting cards, and how does this influence the brand’s identity?

AA: Working with such a remarkable team of women writers, designers, and mentors has been inspiring. It’s incredible to see our collective thoughts, ideas, and voices come together throughout the design process, resulting in cards that not only reflect our creativity but also connect deeply with our senders. It was important to us that our cards reflect our unique experiences but also resonate with many generations of women. We pour countless hours and thought into our design decisions to ensure we speak to range of experiences in all our sending sentiments. 

SM: Are there any awards, recognitions, or notable accomplishments that Willow & Ivy Press has received that you’re particularly proud of (or would like to accomplish down the line)?

AA: The Greeting Card Association has an annual Louie Awards program to honor the best cards in the industry. It’s an amazing opportunity to celebrate all the makers in our industry, and I am always in awe of the cards that win every year. I can’t wait to submit our cards to the program, and maybe…just maybe win one down the line! 

SM: What challenges have you encountered in business development, and how have you overcome them to drive the brand’s success?

AA: Personally, my career background is not in retail product – let alone greeting cards. I experienced a steep learning curve to understand the industry, and I was lucky to have amazing mentors and a supportive team. I am still learning every day, and I hope to continue to use my skills to help Willow & Ivy Press grow and evolve as a brand. 

SM: Looking ahead, what future plans or innovations are you excited about for Willow & Ivy Press, and how do you envision the brand evolving?

AA: We launched our initial offering of greeting cards on June 3^rd of this year. In the coming months, we will be introducing our Spring seasonals which are some of my favorite occasions. Valentine’s Day, Easter, Mother’s Day, Father’s Day, and Graduation – we will have it all. Our plan is to continue to bring new products to Willow & Ivy Press and expand the brand beyond greeting cards. We have exciting plans in the work. Stay tuned for more!

🔆🔆🔆🔆🔆

“Willow & Ivy Press is all about creating connections, and when our customers are excited, we are excited!”

– Ashley Akin

Links

• Website
• Instagram
• LinkedIn

Share Your Insights

What do you think of Willow & Ivy Press’s approach to greeting cards? How do you feel about the blend of creativity and connection in their designs? Share your thoughts and experiences with greeting cards in the comments below!

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