Bare Cards’ Ceri Seal on crafting cards that double as art

First up, can you tell us about Bare Cards – the product and your vision for it?
Bare Cards was born out of Derren’s 15 years’ experience as a greetings card sales agent and his first-hand exposure to the waste generated by the industry. Traditional cards require multiple components – card, envelope and cello-wrap – all of which must be separated to recycle properly. His vision was to combine these elements into a single, more sustainable product. The result is a trifold, self-sealing greetings card that eliminates the need for both an envelope and cello-wrap.

More recently, we’ve taken the concept a step further by designing cards that can be repurposed as artwork, reducing waste to nothing more than a small tear-off strip. Our long-term vision has always been to inspire the greetings card industry to reduce unnecessary waste.

Perhaps somewhat naively, we initially assumed that other publishers would immediately recognise the value of the product and want to license the patent. While there was genuine interest, what we hadn’t anticipated was just how revolutionary the concept would be perceived to be, and the concern that the end consumer might not fully understand it. That’s where we are today – actively proving that they do.

Can you talk us through the design process behind that initial idea?
The initial idea actually emerged during lockdown in 2020. Derren worked closely with our daughter Lauren, who was studying A-Level Graphics at the time, to develop early designs and prototypes. At one point, we had around 20 different double-sided sticky tapes in the house as we tested formats and functionality.

After much discussion, the concept – originally called EnvelopD because of the way it folded in on itself – began to take shape. Derren successfully secured a UK patent for the product in 2021, giving us confidence to move forward commercially. We rebranded as Bare Cards in January 2023.

You and your idea are new to the greetings card industry. What reception have you had in the industry and what challenges have you faced?
The reception from the industry has been overwhelmingly positive. Early on, two major players explored potential licensing opportunities with us. Our biggest challenge has been the perception hurdle: ensuring consumers immediately understand how the product works and why it’s different. Introducing a new way of sending cards inevitably requires education and strong marketing, which is something we continue to focus on.

The product is now in retail. What has been your pitch to retail buyers?
Our pitch centres on the fact that envelopes are single-use items, serving only to deliver a card before being discarded. They can also present logistical challenges for retailers, particularly as card sizes diversify and the industry moves away from cello-wrap. Consumers become frustrated when they can’t find the right sized envelope and often publishers need to provide additional envelopes to replace lost, stolen or damaged ones.

Publishers have tried various solutions, such as card clasps and belly bands, but these prevent customers from viewing the inside of the card and are often removed in-store. Bare Cards solve this problem by keeping everything together in one integrated, visible and sustainable format. It’s something that retailers welcome.

“These new collections take our sustainable concept to the next level.”

Can you tell us about some of the art and artists you are using for your cards?
As a small business, sourcing artwork within budget has been one of our biggest challenges. We’re incredibly fortunate to work with local artists who are also friends of the family. These collaborations allow us to support creative talent while maintaining a strong, authentic visual identity for the brand.

With your two new collections – Portals of Wonder and the John L Harris Collection – you have positioned these as cards that can be repurposed as artwork for use in the home. How has this new approach been received in the market?
These new collections take our sustainable concept to the next level. From the outset, the cards are designed to be repurposed and framed as artwork, allowing them to live on in the home long after the occasion has passed. While they retain our signature trifold format, we’ve expanded the design approach to include both panoramic single-image compositions and triptych designs that work cohesively across the folds.

The John L Harris Collection comprises 24 high-quality greetings cards, each featuring an original painting inspired by landscapes and scenes from around Great Britain. John’s work celebrates the beauty of the British countryside, coastlines and wildlife, making the range particularly appealing to customers who value nature, art and thoughtful design. As a result, we’re taking a more targeted marketing approach, focusing on garden centres and national heritage venues, while also aiming to place the collection in coastal independents connected to the locations depicted.

Portals of Wonder is a very different proposition. This 12-design collection is inspired by mystical symbolism, tarot, astrology and magical themes, and is being positioned primarily towards holistic and spiritual retailers. The initial response to both ranges has been extremely encouraging, with Portals of Wonder already being sold in Glastonbury and JLH being considered by Blue Diamond Garden Centres.

How have you identified gaps in the card market? How do you research the market?
Derren still works full-time as a greetings card sales agent, which puts us in a unique position to engage directly with independent retailers. Many of our early successes came from responding to specific gaps that larger publishers weren’t addressing, producing smaller, bespoke runs tailored to indie needs – particularly within our LGBTQIA range.

Our membership of the GCA has also been invaluable. Access to industry reports and attending the AGM has helped shape our ranges. For example, the final designs in the Portals of Wonder range were influenced by insights shared by Hazel Walker, Buyer at Waterstones, on the growing interest in mystical and magical themes.

What elements do you think a successful greeting card needs to have design wise to succeed?
We learned very early on that the consumer buys a card based almost entirely on visual impact. The design has to resonate emotionally and create an immediate connection. At present, most customers aren’t picking up our cards because they’re self-sealing or eco-friendly – but that’s something we’re actively working to change through education and targeted marketing.

I noticed you have been recognised as a winner of Theo Paphitis’ Small Business Sunday initiative. What impact has this win had for you?
Winning SBS in September was a huge moment for me – especially as it coincided with my first month working full-time on Bare Cards. The exposure and access to the SBS community have been invaluable. I’ve connected with other small business owners who’ve helped me navigate both the emotional highs and the practical challenges of growing a business as a sole trader. I’m really looking forward to meeting Theo in person at the SBS Event this month where I hope to show him the cards and explore the possibility of a collaboration with Ryman.

What are you hoping to achieve this year and what goals have you set for the business?
Our main focus for 2026 is the launch and marketing of our new art ranges. We started the year by exhibiting at the Giving + Living Trade Show in Exeter, with the view to securing a contract with a small multiple retailer. Looking ahead our goal is to licence the patent to other publishers.

Finally, outside of your collections and artists, which card brand would you most like to receive on your Birthday?
I love Cardology pop-up cards. They share the same philosophy we aspire to at Bare Cards – that a card should be more than a fleeting gesture. They deliver a real “wow” moment on opening and become a keepsake or miniature piece of art that I am sure stays on display long after the occasion has passed.