Member Spotlight - 2021 Co.
Tell us about your company and/or your products.
We are Emily + Nicole, founders of 2021 Co. a stationery brand BASED IN Massachusetts that believes in the power of connection and - that words on paper still matter (maybe more now than ever). We create greeting cards and paper goods that feel like they came from a friend - honest, witty, and beautifully created by hand by my brilliant business partner Emily King. You can find us in Paper Source, Barnes & Noble, Trader Joes, TJX and at over 700 independent boutique and bookseller clients.
What’s your role at your company?
Emily and I co-founded 2021 Co. in late 2018 and although I have lots of ideas, can concept and write copy, Emily is the talented artist of the two of us. I wear lot of other hats on the business side including business development, partnerships, marketing, sourcing and dreaming up big ideas that sometimes make Emily nervous (rightfully so!). I lean heavily into the “idea pusher,” role - always looking for new ways to grow our brand, connect with customers, and keep things feeling fresh (and fun).
Why did you become a GCA member and tell us about your GCA experience so far.
We joined GCA to find our people - although we probably didn’t realize it at the time. We all understand joy and chaos of building a business and this community immediately felt like a family who welcomed us in with open arms. Every interaction leaves us inspired, full of ideas, and grateful to be part of an industry genuinely cheering each other on. The most incredible part of being a part of the GCA is the lack of gate keeping that takes place. Everyone wants to see everybody else grow and meet their goals and there is no hesitation doing just that. I have never been part of such a collaborative community before and feel so lucky to be.
What inspired you to get involved in the greeting card industry?
We started as friends who wanted to share our gifts and create meaningful products (albeit in an industry we knew nothing about). We both loved paper, smart design and felt so strongly that the right words at the right time can change someone’s life (we still do!). Our family also owned a commercial printing company at the time, so free paper and printing certainly didn’t hurt! Nearly seven years later, our little dream has grown into a full-fledged brand that helps people say what matters. We had no idea this would happen, and it wasn’t from careful business planning – we bootstrapped it ourselves and made things up along the way – and frankly, we still are. We wouldn’t have it any other way.
What's something about you (a fun fact) that few people know?
Here are a couple unrelated things about Nicole:
1. I am one of 7 kids, raised by a single mom and my first job was picking tobacco at age 13.
2. I don’t eat condiments. If I have never eaten it, I never will – I am not a trier.
3. I have run 6 marathons and completed 3 half-ironman’s – this seems like another life. I have no idea who that person even was.
Here are a few about Emily:
1. Emily is a bad-ass black belt in Krav Maga (have you seen her guns – she is no joke!)
2. Emily can do anything – she is not just an artist, she is a photographer, graphic designer, interior decorator and a magical trade show booth designer!
3. Emily is the most loyal friend you could ever ask for.
Is there anything else you’d like to share?
I’m endlessly proud of the work small makers are doing to keep this industry vibrant. Every voice is needed, every message, every aesthetic is important - no matter how niche or small a brand might be. It’s easy to get caught up in algorithms, trends and even sales numbers, but at the end of the day, it still comes down to human connection and for all people to feel seen and heard in a way that speaks to them. That is what we are all lucky enough to do in our own unique ways – the industry needs us all.
Nicole Couto and Emily King
2021 Co.
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