Periwinkle Greetings, LLC
About the Company
Periwinkle Greetings, LLC, was founded by Candace McGinn, who wanted to revolutionize the greeting card industry by offering something distinct. The company used a novel printing process called dye-sublimation to transfer beautiful images onto recycled aluminum. These cards were designed to be more than just greeting cards; they were keepsakes, durable and artistic, capable of being mailed with standard postage. The cards featured artwork from global artists, making them unique and appealing to art lovers. Although the business generated around $1,000 per month in revenue, it ultimately shut down in 2024.
Idea Behind Company
The idea for Periwinkle Greetings was born from Candace's life-changing experience with cancer. After her recovery, she left her corporate job and started exploring photography. A significant moment occurred when she captured a stunning image of a full moon and sought a way to make the image come to life. She discovered a process that allowed her to print the photograph on metal, creating a luminous, durable piece. Candace gave these metal prints as gifts, which sparked the idea to turn them into greeting cards. Recognizing the uniqueness of metal greeting cards, she saw an opportunity to bring something new to the marketplace.
Creating the Company
Candace took on the challenge of designing, prototyping, and manufacturing the greeting cards herself. She invested in specialized equipment, including a printer, ink, and a heat press, and learned how to use sublimation printing to transfer images onto metal blanks. She also handled all aspects of the business, from sourcing materials to designing the cards using basic software like Publisher. The process involved significant research, trial and error, and a lot of perseverance. Despite the challenges, Candace was determined to create a product that stood out in the market, branding Periwinkle Greetings as "The Original Metal Greeting Card®."
Launching the Business
Periwinkle Greetings was officially launched at a New Year's Eve dinner in December 2019, and by January 2020, Candace was reaching out to local retailers. However, the business faced an unexpected challenge when the COVID-19 pandemic hit in March 2020, forcing many retailers to shut down. During this downtime, Candace focused on building her website, trademarking her brand, and exploring new marketing strategies. She began participating in local pop-up events to sell her cards directly to customers. Despite the unpredictable nature of these events, Candace met many creative individuals and found pop-ups to be a valuable learning experience.
Earnings
Periwinkle Greetings had modest financial success, with an average revenue of $1,000 per month. The company's profit margins were impacted by rising costs of materials, particularly recycled aluminum. Despite these challenges, Candace managed to maintain a 40% margin by adjusting her product offerings. She focused on growing the business through word-of-mouth, pop-up events, and online platforms like Faire.com. While the company faced several setbacks, including rejections from potential wholesale partners, Candace remained optimistic about the future. She envisioned licensing her unique metal cards to major brands and expanding into new markets, although the business ultimately closed in 2024.
