There’s a quote that says: “A friendship founded on business is better than a business founded on friendship.” But best friends Andrea Helleman and Danielle Lewis of Gallantry Cards would wholeheartedly disagree.
“We’ve always made films and done creative things together,” says Helleman who, even before starting a greetings card company, would hand-make invitations for events and Christmas cards for friends and family.
When Lewis left five years ago for medical school in Edmonton, they joked about how they could set up a greetings card company together to help fund her through school. It took a few years for things to fall into place but they launched their company, Gallantry Cards, this summer, and now sell their work at farmers’ markets and through shops.
Lewis is now a medical resident and Helleman runs her own branding company. Although they’re both busy and live a province apart, they make time to connect by every means possible to create their cards, explains Helleman.
“I love laughing with Danielle for hours as we’re trying to perfect things or come up with things,” Helleman says, and explains they’ve also been joined by Kerry Williamson, Lewis’s boyfriend, who edits their work.
They describe their cards as being “for clever, cynical and sometimes bitter adults.” On the front are photographs, many of which Helleman took during a personal challenge in 2013 during which she took a photograph every day for 360 days. She wrote inspirational quotes to accompany them.
Lewis then suggested they add a little unexpected cynicism inside.
“There are really sweet cards, and then there are really cynical ones… and when you look at them, they’re really pretty, with really nice photography on the front and a beautiful quote and then, when you open them up, they’re really fun.”
For example, their most popular wedding card has on the front: “Give more, expect less,” and on the inside reads: “Essentially marriage, congrats!”
“It’s cute, it’s cheeky, it’s cynical,” says Helleman. “But that’s what life is, I find – both laughter and tears. It’s about enjoying all the moments.”
Another, she explains, says on the front: “Everything that exists is perfect,” and on the inside says: “Except you, you’re a disaster. Happy birthday!”
They have cards for all occasions (“the big days and the every days,” says Helleman), including cards for breaking up with someone, bridesmaid cards and thank-you cards. They even have one for garbage day.
And though their cards often elicit laughter from shoppers at the markets, there’s also a more meaningful side, says Helleman, who explains that in the world of text messages, emails and emoticons, a card or handwritten note can be powerful.
“My mom passed away, and when she got sick, it was crazy how many cards came in, and I remember one card saying: ‘Sometimes it’s not until you get sick... that you realize how loved you are.’ And I really felt that,” she says. “I just feel the power of the card is something tangible that conveys to a person that you’re thinking about them.”
Gallantry Cards sells cards online via Etsy and in person at the Treasure Boutique, the Sea to Sky Gondola and at both the Whistler and Squamish farmers’ markets. For info, visit www.gallantrycards.com.
